Great marketers excel at both strategy and execution. For strategy, they have strong brand literacy, deep consumer intimacy, offer relevant differentiation through their products or services, tell compelling brand stories, and drive innovation. For execution, they thoughtfully interact with customers, continually test and learn, focus on thoughtful design, ensure alignment across all contexts, and act with courage.
Branding essentials: Understanding, building and developing powerful brandsBrainventures
Concepts, thoughts and thesis about branding offered at International Marketing Master of EAE Business of Barcelona. The session intends to define essentials and key ideas about branding
A brand positioning summarises the complex package of rational and emotional benefits and personality traits that drive stand-out, choice and forge enduring customer relationships. If products are people then brands should be friends or lovers. This mini presentation summarises The Marketing Directors' approach to brand positioning. For help to build your brand, call us on +44(0) 1628 400699 or pop into our Marlow or London office.
Branding essentials: Understanding, building and developing powerful brandsBrainventures
Concepts, thoughts and thesis about branding offered at International Marketing Master of EAE Business of Barcelona. The session intends to define essentials and key ideas about branding
A brand positioning summarises the complex package of rational and emotional benefits and personality traits that drive stand-out, choice and forge enduring customer relationships. If products are people then brands should be friends or lovers. This mini presentation summarises The Marketing Directors' approach to brand positioning. For help to build your brand, call us on +44(0) 1628 400699 or pop into our Marlow or London office.
This presentation provides an introduction to brand valuation and, among other things, discusses some of the more prominent methodologies and why they produce such different results. The presentation looks at the importance of brand valuation but also highlights the criticism of the current methodologies. I am retiring this presentation from my lecture series and in future will integrate brand valuation into a broader presentation on brand measurement.
This presentation provides an introduction to brand valuation and, among other things, discusses some of the more prominent methodologies and why they produce such different results. The presentation looks at the importance of brand valuation but also highlights the criticism of the current methodologies. I am retiring this presentation from my lecture series and in future will integrate brand valuation into a broader presentation on brand measurement.
Catalyst: Putting the POW! in Power BrandingThe Marx Group
Part 1: Transform Your Brand into a Hero
Everybody loves a superhero. It's no accident that these dynamic characters create the kind of excitement that rakes in the big bucks. For a perfect example, look no further than the recent release of The Avengers, which was an instant box office bonanza ... for the second time. In fact, The Avengers has been on the list of top-grossing films since its original incarnation in 1970. That is the kind of predictability you want for your brand. In other words: Power Branding.
Eden Strategy Institute introduces Shopper Science, a holistic approach to marketing that integrates the latest advances in market research methodologies such as Ethnography, Neuromarketing, Behavioral Economics, and Big Data Analytics to better drive the actual purchase decisions of consumers today.
Brand Amplitude's perspective on measuring brand equity. Includes definition of brand equity, review of brand equity measurement approaches by leading academics and practitioners (Keller, Aaker, Reichfeld, Rust, Gregory, Gerzema, more). Includes examples of brand measures and in-depth examination of share tiering approach to measuring equity.
The second edition of Ford’s annual publication on micro trends, Looking Further with Ford, examines the drivers of change and the complex response of consumers worldwide. This collection of 10 micro trends reflects our view of the attitudes that will alter consumer dynamics across the globe in 2014 and beyond.
30 years in 30 minutes: Tips for starting your advertising career.David Murphy
Career advice to aspiring advertising professionals. Presentation to the Chapman University Ad Club offering point of view of how to get a job in an agency and how to succeed early in your career.
Empathic Marketing – aka, what’s true in life is true in marketing.David Murphy
Empathic Marketing was inspired by my observations over time and across categories that the ways in which we form personal relationships mirrors how we form brand relationships.
Forces such as empathy, experiences, endorsement and energy help shape our real life relationships. These 4Es of real relationships – empathy, experiences, energy and endorsement – form a clear and measurable brand planning model to help marketers create more customer-centered brand platforms.
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Stay ahead of the curve with our premium MEAN Stack Development Solutions. Our expert developers utilize MongoDB, Express.js, AngularJS, and Node.js to create modern and responsive web applications. Trust us for cutting-edge solutions that drive your business growth and success.
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LA HUG - Video Testimonials with Chynna Morgan - June 2024Lital Barkan
Have you ever heard that user-generated content or video testimonials can take your brand to the next level? We will explore how you can effectively use video testimonials to leverage and boost your sales, content strategy, and increase your CRM data.🤯
We will dig deeper into:
1. How to capture video testimonials that convert from your audience 🎥
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In the Adani-Hindenburg case, what is SEBI investigating.pptxAdani case
Adani SEBI investigation revealed that the latter had sought information from five foreign jurisdictions concerning the holdings of the firm’s foreign portfolio investors (FPIs) in relation to the alleged violations of the MPS Regulations. Nevertheless, the economic interest of the twelve FPIs based in tax haven jurisdictions still needs to be determined. The Adani Group firms classed these FPIs as public shareholders. According to Hindenburg, FPIs were used to get around regulatory standards.
Personal Brand Statement:
As an Army veteran dedicated to lifelong learning, I bring a disciplined, strategic mindset to my pursuits. I am constantly expanding my knowledge to innovate and lead effectively. My journey is driven by a commitment to excellence, and to make a meaningful impact in the world.
Discover the innovative and creative projects that highlight my journey throu...dylandmeas
Discover the innovative and creative projects that highlight my journey through Full Sail University. Below, you’ll find a collection of my work showcasing my skills and expertise in digital marketing, event planning, and media production.
Putting the SPARK into Virtual Training.pptxCynthia Clay
This 60-minute webinar, sponsored by Adobe, was delivered for the Training Mag Network. It explored the five elements of SPARK: Storytelling, Purpose, Action, Relationships, and Kudos. Knowing how to tell a well-structured story is key to building long-term memory. Stating a clear purpose that doesn't take away from the discovery learning process is critical. Ensuring that people move from theory to practical application is imperative. Creating strong social learning is the key to commitment and engagement. Validating and affirming participants' comments is the way to create a positive learning environment.
B2B payments are rapidly changing. Find out the 5 key questions you need to be asking yourself to be sure you are mastering B2B payments today. Learn more at www.BlueSnap.com.
VAT Registration Outlined In UAE: Benefits and Requirementsuae taxgpt
Vat Registration is a legal obligation for businesses meeting the threshold requirement, helping companies avoid fines and ramifications. Contact now!
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The world of search engine optimization (SEO) is buzzing with discussions after Google confirmed that around 2,500 leaked internal documents related to its Search feature are indeed authentic. The revelation has sparked significant concerns within the SEO community. The leaked documents were initially reported by SEO experts Rand Fishkin and Mike King, igniting widespread analysis and discourse. For More Info:- https://news.arihantwebtech.com/search-disrupted-googles-leaked-documents-rock-the-seo-world/
1. WHAT GREAT
MARKETERS DO WELL
Presentation to the Merage School of Business -
University of California Irvine
David Murphy
Co-President
Exec. Director – Brand Innovation
Barrie D’Rozario Murphy
13. WHAT GREAT
MARKETERS DO WELL
• STRATEGY: • EXECUTION:
– Brand literacy – Thoughtful
– Consumer intimacy interactions
– Relevant – Test and learn
differentiation – Design
– Storytelling – Context
– Innovation – Alignment
– Courage
14. BRAND LITERACY
Brands provide a source of margin,
repeat business and growth.
15. BRAND LITERACY
A brand is formed through an
empathetic relationship with customers.
Emotionally led.
Rationally justified.
16. BRAND LITERACY
Great brands possess a clear sense
of true north.
Who they are
What they value
Where they’re heading
17. BRAND LITERACY
Brand equity is not a static metric --
it is the relationship between
different dynamics.
Differentiation
Relevance
Esteem
Knowledge
18. Example: B.A.V.
D_E R E K
Leadership
(DifferentiationE / Relevance)
D_E R E K
Niche or
Brand Strength
Unrealized
Potential D_E R E K
Declining
D_E R E K
D_E R E K
New, Unfocused or
Commodity or
Unknown
Eroded
Brand Stature
(Esteem / Knowledge)
19. WHAT GREAT
MARKETERS DO WELL
• STRATEGY: • EXECUTION:
– Brand literacy – Thoughtful
– Consumer intimacy interactions
– Relevant – Test and learn
differentiation – Design
– Storytelling – Context
– Innovation – Alignment
– Courage
20. CUSTOMER INTIMACY
There is no such thing as
“the customer.”
Segments
Needs
Usage
Values
21. CUSTOMER INTIMACY
Traditional market
research often misses
the mark.
Focus groups lie.
Quantitative lacks nuance.
Awareness, satisfaction, etc. are
tired measures.
22. CUSTOMER INTIMACY
The best research yields insights,
not data.
Category ideal vs. brand
Personification
Values
Loyalty drivers
Unarticulated needs
23. CUSTOMER INTIMACY
Great marketers are
“commercial anthropologists.”
Observe with open mind
Interact
Talk
Understand
Connect the dots
24. Tundra launch
Extensive observational research to help design the truck. Engineers visited junk yards
to learn why trucks fail; construction sites to see how workers use their trucks; saddle
shops attention to detail; NASCAR, rodeos, etc to understand the culture.
25. USP: The 1/2 ton
Build the truck
Truck with 3/4 ton guts
where real trucks
are built.
Segment ideal customer profile:
“where life is tough
and the work is tougher.”
Win the barstool Choose iconography Be a part
debate. that conveys USP. of their world
26. WHAT GREAT
MARKETERS DO WELL
• STRATEGY: • EXECUTION:
– Brand literacy – Thoughtful
– Consumer intimacy interactions
– Relevant – Test and learn
differentiation – Design
– Storytelling – Context
– Innovation – Alignment
– Courage
27. RELEVANT
DIFFERENTIATION
A relevant and differentiated
proposition is the basis of
enduring brands.
Important, un-met needs
Grounded in the truth of the product
29. examples
Ladies and
Accessible gentlemen Save 15%. Commercialize
design serving ladies innovations
and gentlemen.
30. WHAT GREAT
MARKETERS DO WELL
• STRATEGY: • EXECUTION:
– Brand literacy – Thoughtful
– Consumer intimacy interactions
– Relevant – Test and learn
differentiation – Design
– Storytelling – Context
– Innovation – Alignment
– Courage
31. STORYTELLING
Great brands tell great stories.
They are an inspiring protagonist in a
compelling brand narrative.
Empathetic protagonist
Equally clear about its antagonist
Sense of journey
Powerful archetypes
32. examples
An authority-defying rebel
uniting a community in a
crusade against fear.
A free thinker liberating the
world from beige conformity.
An advocate of women’s
self-esteem battling
against the falsehood
of media-defined beauty.
33. WHAT GREAT
MARKETERS DO WELL
• STRATEGY: • EXECUTION:
– Brand literacy – Thoughtful
– Consumer intimacy interactions
– Relevant – Test and learn
differentiation – Design
– Storytelling – Context
– Innovation – Alignment
– Courage
34. INNOVATION
Strategic innovation should solve real,
unarticulated customer needs.
Analyze customers
Observe them
Be inspired by them
But don’t take orders
Slavish adherence to research would have
led Henry Ford to build a faster horse.
35. INNOVATION
Often a mash-up of disparate
insights and technologies.
Latchkey kids + Microwaves
Running + Music
Unserved rental market +
cheaper locations
Techno-stress + affluence
Senior market + cell phones
“We” generation + web
36. INNOVATION
They are underpinned by rigorous
analytics -- a business case that
drives fresh thinking.
Demand segments
Price premiums
Assess real world trade-offs
Conjoint analysis
37. WHAT GREAT
MARKETERS DO WELL
• STRATEGY: • EXECUTION:
– Brand literacy – Thoughtful
– Consumer intimacy interactions
– Relevant – Test and learn
differentiation – Design
– Storytelling – Context
– Innovation – Alignment
– Courage
38. THOUGHTFUL
INTERACTIONS
Every interaction matters.
Product performance
Customer service
Packaging
Retail display
Website
Distribution
Advertising
39. WHAT GREAT
MARKETERS DO WELL
• STRATEGY: • EXECUTION:
– Brand literacy – Thoughtful
– Consumer intimacy interactions
– Relevant – Test and learn
differentiation – Design
– Storytelling – Context
– Innovation – Alignment
– Courage
40. TEST AND LEARN
Great marketers build
learning cultures.
Kaizen
Celebrate learning from failure
42. WHAT GREAT
MARKETERS DO WELL
• STRATEGY: • EXECUTION:
– Brand literacy – Thoughtful
– Consumer intimacy interactions
– Relevant – Test and learn
differentiation – Design
– Storytelling – Context
– Innovation – Alignment
– Courage
43. DESIGN
Design is not an image.
It is a business strategy.
44. DESIGN
Design thinking is a critical
business discipline.
Forces customer orientation.
Focus on possibilities.
Question everything.
Embrace restraints.
Reductive thinking.
45. DESIGN
Designed a new banking
experience.
Created the “third place”
Transformed financial products into
tangible, packaged items.
Coffee bar by window to convey
welcoming environment
Money bar -- not cashier.
Self-guided video presentations
Doubled customer base in one year.
46. WHAT GREAT
MARKETERS DO WELL
• STRATEGY: • EXECUTION:
– Brand literacy – Thoughtful
– Consumer intimacy interactions
– Relevant – Test and learn
differentiation – Design
– Storytelling – Context
– Innovation – Alignment
– Courage
47. CONTEXT
Context is a powerful, unspoken
message. Brand associations can
shape brand meaning.
Media
Distribution
Alliances
Customers
50. WHAT GREAT
MARKETERS DO WELL
• STRATEGY: • EXECUTION:
– Brand literacy – Thoughtful
– Consumer intimacy interactions
– Relevant – Test and learn
differentiation – Design
– Storytelling – Context
– Innovation – Alignment
– Courage
51. ALIGNMENT
The most effective and enduring
marketing strategies are fully aligned with
the company’s value chain.
USP is not an ad strategy
Grounded in a unique business model
Activities complement and reinforce
Strategy connected to the balance sheet
52. ALIGNMENT
“We’ll pick you up.” “Designed for all.”
Enabled by lower cost Expressed through
structure iconic advertising
Driven by lower off- Manifested by unique
airport real estate merchandising strategy
Inspired by idea to Inspired by idea to find
service replacement sweet spot between
car market. Walmart and Macys.
53. WHAT GREAT
MARKETERS DO WELL
• STRATEGY: • EXECUTION:
– Brand literacy – Thoughtful
– Consumer intimacy interactions
– Relevant – Test and learn
differentiation – Design
– Storytelling – Context
– Innovation – Alignment
– Courage
54. COURAGE
Do you have the courage?
To follow customers into territories that are not obvious?
To provoke the system -- challenge your management?
To weather public scrutiny at all times?
To be different?
55. SHARE YOUR POV
wikibranding.net
@wikibranding
david murphy
david.murphy@bdm.net