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The Branding Lab - The Un-Branded Presentation of what a Strategic Marketer THINKS about Brand - By Jon Burgess
The document discusses the complexities of branding, emphasizing that it is defined by customer perception rather than just business claims or design. It outlines various aspects of branding, including how to establish brand value, positioning in the market, and the importance of building relationships with customers. The content challenges conventional views about branding and encourages marketers to focus on the customer's experience and the intrinsic value of their products or services.
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The Branding Lab - The Un-Branded Presentation of what a Strategic Marketer THINKS about Brand - By Jon Burgess
- 1. The Un-Branded Presentation ofwhat a Strategic Marketer THINKS about By Jon Burgess © Jonathan M. Burgess M.B.A. @jonburgess
- 2. Working Titles 1. Ifyou brand your cow, how do you know how it tastes? 2. A nifty logo does not a brand make 3. What is brand without design? 4. Pretty pictures are no substitute for service or quality 5. **Note** 5. is “The Nothing” from The NeverEnding Story, which consumes all things. © Jonathan M. Burgess M.B.A. @jonburgess
- 3. Working Titles 6. Brandingfor the blind 7. If we held a vote for the definition of brand, hanging chads would win 8. Beauty (Brand) is in the eye of the beholder (customer) 9. Senselessness Branding 10. The “Chewbacca Defense” © Jonathan M. Burgess M.B.A. @jonburgess
- 4. Removing "design" fromthe brand equation. © Jonathan M. Bur
- 5.
- 6. The Average CMOTenure: Wall Street Journal 3/23/2014 http://blogs.wsj.com/cmo/2014/03/23/cmos-work-lifespan-improves-still-half-that-of-ceos-study/ http://adage.com/article/cmo-interviews/keeping-time-cmo-tenure-doubled/241294/
- 7. Business = $ Marketing= Customers Customers = $ Educational Gap
- 8. Structural Gap CEO CFOCMO PR Web ADDesign Sales Cust. Serv. Info. Analyst Front End Social Media
- 9.
- 10. What is brand? “Aname, term, design, symbol, or any other feature that identifies one seller’s goods or services as distinct from those of other sellers. The legal term for brand is a trademark. A brand may identify one item, a family of items, or all items of that seller. If used for the firm as a whole, the preferred term is trade name.” – American Marketing Association
- 11. • "A brandsymbol is “anything that leaves a mental picture of the brand’s identity.“ - Leo Burnett • “A brand is a singular idea or concept that you own inside the mind of a prospect.” - Al Ries • “The intangible sum of a product’s attributes.” - David Ogilvy What is brand
- 12. © Jonathan M.Burgess M.B.A. @jonburgess Results from “Brand. Branding. What do you think?” Take the quiz: https://www.surveymonke y.com/s/8LJTG2P
- 13. What I thinkbrand Brand is customer’s (prospect) perception, resonance of all experiences and transactions they have with an organization. - Jon Burgess © Jonathan M. Burgess M.B.A. @jonburgess
- 14. @jonburgess How can wecommunicate to perception? Our Perception
- 16. What brand isNOT • Brand is NOT what the business says it is. • Brand is NOT what the designer designs. • Brand is NOT the words the copyright wrote. • Brand is NOT the price. • Brand is NOT the quality. • Brand is ALL of these things and more.
- 17. Simply put, brand isnot created by the projector.
- 18. Brand the isperception of the customer.
- 21. What does StrategicMarketer DO about
- 23. NICHE = CRACK 1.Find a Niche
- 24. FindingYourCrack.com – RonaldL. Burgess
- 25.
- 26. Act like ahuman.
- 27.
- 28.
- 29. 4. We believeMarketing is
- 30. © 2014 RedFusionMedia - Jon Burgess
- 31. 5. We believein VALUE @jonburgess Service + Quality + Price = Value Emotional Value, Aesthetic Value, Intrinsic Value Service + Quality + Price + Image = Value © 2014 RedFusion Media - Jon Burgess
- 32. 1 2 3 4 5 6 7 8 9 10 Quality Price Image Service Burgess Value Diamond ©2014 RedFusion Media – Ronald L. Burgess
- 33. © 2014 RedFusionMedia – Ronald L. Burgess
- 34. Marketing Positioning: asystem for finding a window in the market, or more specifically, the consumer’s mind. “Its how you differentiate your brand in the mind.” “Perception not reality.” 6. Positioning
- 35. 1 2 3 4 5 6 7 8 9 10 © 2015 RedFusionMedia – Jon Burgess Brand Value Pyramid
- 36. Positioning - BrandPerspective Focused on the perceptions of the prospect, not the reality of the brand. © 2015 RedFusion Media – Jon Burgess
- 37. The 22 ImmutableLaws of Marketing: Violate Them at Your Own Risk! By Jack Trout and Al Ries 7. Market Leadership
- 38. Profit Impact ofMarket Strategy http://marketing.redfusionmedia.com/profit-impact-of-market-strategy-pims-principle
- 39.
- 40.
- 41. http://massively.joystiq.com/2014/09/01/firefall-gets-a-chinese-publishing-deal/ $160 million beingpaid for licensing fees and royalties.
- 42. 9. Targeting © 2014RedFusion Media - Jon Burgess Personas
- 43. 10. Be Expert aperson or organization who has a comprehensive and knowledge of or skill in a particular area. © 2014 RedFusion Media - Jon Burgess
- 44. 11. Build Authority 1.the power or right to give orders 2. having power or control 3. the power to influence others or one's recognized knowledge about something © 2014 RedFusion Media - Jon Burgess
- 45. • What valueattracts your customers? • What value keeps your customers? • What lack of value makes your customers look at a competitor? Do Activities that Increase Value © 2014 RedFusion Media - Jon Burgess
- 46. Effect the Positioning andBrand Perspective © 2014 RedFusion Media - Jon Burgess
- 47. Call to action: Findout how good you are! AMERICAN ADVERTISING AWARDS AAF-InlandEmpire.com Feb. 16th
Editor's Notes
- #5 Image credit – Dollarphotoclub.com
- #7 http://blogs.wsj.com/cmo/2014/03/23/cmos-work-lifespan-improves-still-half-that-of-ceos-study/ http://adage.com/article/cmo-interviews/keeping-time-cmo-tenure-doubled/241294/
- #15 Coca-Cola, worlds most recognized brand – They sell refreshment - AIG – Too Big to fail – BMG - the ultimate driving machine
- #18 Image credit – Dollarphotoclub.com
- #19 Image credit – Dollarphotoclub.com
- #23 RedFusion is a strategic marketing consulting firm. “Your marketing department for hire.”
- #24 Find a niche.
- #27 Jon Burgess – ADMERICA 2014.
- #32 Quality - Anticipate Needs – Accurate – Thouroughness - Knowledge/experience Service - Follow up – Timely – Professional – Honesty – Accountability - Humility-owning up Image/Aesthetics – Physical – Professional – Materials - Community
- #39 http://marketing.redfusionmedia.com/profit-impact-of-market-strategy-pims-principle
- #48 www.AAF-InlandEmpire.com