This document provides information on developing a brand strategy. It discusses the history and definitions of branding, approaches to branding like the branded house and house of brands models. It also covers developing brand personality and storytelling, creating a brand vision through BHAGs, developing a value proposition, unique selling proposition and elevator pitch. The document discusses brand lifecycles and examples of successful and failed brands. It provides tips for brand management including understanding brand assets and creating customer experiences. Finally, it discusses developing brand archetypes, stories, taglines and visual identity.

1. B d St t D l tBrand Strategy Development
Zahn Center for Entrepreneurship
Vince Ferraro
bOctober 3, 2013
VincentFerraro.com
@vincelferraro@vincelferraro

2. History of Brandingy g
• Course of Brand and Product Strategy lectureCourse of Brand and Product Strategy, lecture
on Branding. Teacher: Erik Roscam Abbing
• Retrieved from
Branding as an ongoing,
• Retrieved from
"http://www.wikid.eu/index.php/Brand"
unique customer relationship
and dialog
Course of Brand and Product Strategy lecture on Branding Teacher: Erik RoscamCourse of Brand and Product Strategy, lecture on Branding. Teacher: Erik Roscam
Abbing. Retrieved from "http://www.wikid.eu/index.php/Brand"

3. Brand First. Branding Second.Brand First. Branding Second.
Thoughts on Establishing and Building a Brand in a Crowded Market

4. Brand Before MarketingBrand Before Marketing
(c) Vince Ferraro

5. All Great Brands Start With A Vision
“The idea gradually dawned on me,
that what we were doing was not g
merely making dry plates, but that we
were starting out to make photography
an everyday affair… to make the y y
camera as convenient as the pencil."
‐ George Eastman

6. But Brands Go Through LifecyclesBut Brands Go Through Lifecycles

7. Brands Have LifecyclesBrands Have Lifecycles

8. There Are Many Successful BrandsThere Are Many Successful Brands

9. Failed Company and Product BrandsFailed Company and Product Brands

10. Resurrected BrandsResurrected Brands

11. Be Careful – Some Brands Offend

12. What is A Brand?What is A Brand?
There are many definitions. MultipleThere are many definitions. Multiple
perspectives. Different roles.

13. What is a Brand? Some QuotesWhat is a Brand? Some Quotes
“Like human beings, all brands are born equal. The trick is to
prove one isn’t. Branding is the art and science of identifying and
fulfilling human physical and emotional needs by capturingfulfilling human physical and emotional needs by capturing
attention, imagination, and emotion long enough to make
money from it.” Idrii Motee
“ the promise the big idea and the expectations that reside… the promise, the big idea, and the expectations that reside
inside the head of each customer’s mind about a product,
service, or company …the brand is shorthand. It stands for
something.” Alina Wheeler
“ … a set of mental associations, held by the customer, which add
to the perceived value of a product or service.” Kevin Lane Keller
“ b d b d h d fl“… a brand is a concept … a brand shapes and reflects our quest
for meaning.” Bobby J. Calder
“A brand for a company is like a reputation for a person. You earn p y p p
reputation by trying to do hard things well.” Jeff Bezos

14. Why Branding?Why Branding?
• Consumers face a dizzying array of choices.
• Products drift towards commoditization.
• A brand differentiates a product from similar offerings.
• A brand reduces the need to compete on price alone
ButBut ….
• Brands cannot be stretched too far
• Customers buy brands … not companies

15. Branding Strategy ApproachesBranding Strategy Approaches
• The “Branded House” – In this approach, the company is the brand. All products and services
i hi h ill b b f h i b d A d l f b d dwithin that company will be subsets of the primary brand. A good example of a branded
house is Apple. They use a singular name across all of their activities. To all of their
stakeholders they are know simply as “Apple”. They may have different categories/divisions
(iPod, Mac, iTunes, iPhone, etc…) but they all have to fall under the scrutiny of existing
b di t t i d t d d M t f B2B b ibranding strategies and standards. Most common for B2B businesses
• The “House of Brands” – This architecture focuses of the branding of multiple sub‐brands
while the primary brand gets little or no attention. Proctor & Gamble is a perfect example.
Under P&G there are dozens of brands, including Pampers, Duracell, Gillette, and Tide just to
name a few. However, P&G gets very little prominence of itself, and adds no real credibility to
any of it’s products. Most common for B2C businesses
• The “House Blend” – This is an architecture based on the development of sub‐brands with
the added credibility of the existing parent brand. Google, for example, started as a search y g p g p
engine then continued to establish the primary brand through offerings such as Gmail,
Calendar, and Maps. Eventually, they began to acquire other, smaller tech companies such as
Blogger, Picasa, and YouTube. These acquisitions maintained their existing brands but gained
credibility through the primary brand of Google.
January 12, 2015 Vince Ferraro 15

16. 3 Branding Approaches
Source: http://graphicdesign.stackexchange.com/questions/20143/logo‐families‐
ecosystems

17. How Does A Brand Get Through Blah,
Blah, Blah?

18. How Do You Build A Successful
Brand?

19. Do You Think This is a
Coincidence?

20. Or This?

21. What Does A Brand Do?
• They remind us of a past product/service experience. They
communicate how we see ourselves. Brands are a fantasy and
escapism. A brand is often an umbilical cord to a world elsewhere.
• Brands represent a world as it ought to be, not how it is. Brands
represent values and ideals. They simplify our day.
• Brands help satisfy a need to belong to something larger than
ourselves At the same time they help us to express ourourselves. At the same time, they help us to express our
individuality

22. Successful Brand Management
Requires:
• Understanding your brand’s assets and liabilitiesUnderstanding your brand s assets and liabilities
• Knowing who you are…and are not
• Creating experiences your customers value and wantCreating experiences your customers value and want
from you
• Being genuine and relevant in all your communities
• Understand alignment necessary between your promise
and how you deliver that promise
January 12, 2015 Vince Ferraro 22

23. Brand ManagementBrand Management
• What it isn’t:What it isn t:
– Advertising alone
Image creation and measurement– Image creation and measurement
– Logo’s and identity; templates and standards
B d “P li ”– Brand “Police”
– Focusing on current customers
U d di h b d d– Understanding the brand today
– The responsibility of one group
January 12, 2015 Vince Ferraro 23

24. One Model ‐ The Brand PyramidOne Model The Brand Pyramid
Source: http://www.noesismarketing.com/building‐a‐brand‐pyramid/

25. Brand Development ProcessBrand Development Process
• Personality and ArchetypesPersonality and Archetypes
• Storytelling
• BHAGs• BHAGs
• Value Proposition vs. USP vs. Elevator Pitch
• Tag Lines
• Naming
• Visual Identity
January 12, 2015 Vince Ferraro 25

26. All Brands Need An Archetype
( l ) h ’(Personality) ‐ What’s Yours?

27. How Archetypes Get Applied to Brandsyp pp

28. All Brands Need A StoryAll Brands Need A Story

29. Find Your BHAGFind Your BHAG

30. Create a Value PropositionCreate a Value Proposition

31. How Value Propositions Can DifferHow Value Propositions Can Differ
• Victoria’s Secret vs Fredrick’s of HollywoodVictoria s Secret vs. Fredrick s of Hollywood
• Subway vs. Jersey Mike’s or Quiznos
C i l C i li i C i li• Carnival Cruise line vs. Disney Cruise line
• Dominos vs. Papa John’s
• Fedex vs. UPS
• Coke vs PepsiCoke vs. Pepsi
• McDonald’s vs. Jack in the Box
HINT: Look for the BIG change opportunity in your industry and how you
can be better or different

32. Create Your Elevator Pitch
Source: http://techcrunch.com/2010/11/03/madlibs‐
pitch‐adeo‐ressi‐founder‐institute/

33. Create Your USPCreate Your USP
• In our highly competitive world, you have to be unique and fill a
i l i h t b f l i th k t lspecial niche to be successful in the marketplace.
• Being unique and positioning themselves as the best choice in the
market. How do you show that your product or service is the best?
• This is not fluff You need to be able to deliver on your USP and• This is not fluff. You need to be able to deliver on your USP and
exceed customer expectations.
• Unique Selling Proposition or "USP". Having a USP will dramatically
improve the positioning and marketability of your company andimprove the positioning and marketability of your company and
products by accomplishing 3 things for you:
1. Unique ‐ It clearly sets you apart from your competition,
positioning you the more logical choice.
2. Selling ‐ It persuades another to exchange money for a
product or service.
3. Proposition ‐ It is a proposal or offer suggested for acceptance.

34. Examples of Successful USPsExamples of Successful USPs
Example #1 ‐ Package Shipping Industry
• Pain I have to get this package delivered quick!• Pain ‐ I have to get this package delivered quick!
• USP ‐ "When it absolutely, positively has to be there overnight." (Federal Express)
Example #2 ‐ Food Industry
• Pain ‐ The kids are starving, but Mom and Dad are too tired to cook!g,
• USP ‐ "Pizza delivered in 30 minutes or it's free." (Dominos Pizza)
(This USP is worth $1 BILLION to Dominos Pizza)
Example #3 ‐ Real Estate Industry
P i P l t t ll th i h f t ith t l i th d l• Pain ‐ People want to sell their house fast without loosing money on the deal.
• USP ‐ "Our 20 Step Marketing System Will Sell Your House In Less Than 45 Days At Full Market
Value“
Example #5 ‐ Cold Medicine Industryp y
• Pain ‐ You are sick, feel terrible, and can't sleep.
• USP ‐ "The nighttime, coughing, achy, sniffling, stuffy head, fever, so you can rest
medicine." (Nyquil)

35. Tag LinesTag Lines
• What is a tagline, you ask? It can often called a slogan, motto, g , y g , ,
catch phrase, trademark line
• It's a shortened benefit‐driven version of your USP that's 100%
f d h t b d/ d t/ i d ffocused on what your brand/product/service does for your
customer (what's in it for them)
• 5 criteria ‐ clarity, simplicity, unique, benefit‐driven, and brand‐y, p y, q , ,
driven.

36. 2 Types of Tag Linesyp g
Make You Money: Relevant and Benefit‐Driven
These are the ones that make you stop and think. When you hear them they stick in your mind
and conjure up the specific images emotions and benefits the brand wants you to experienceand conjure up the specific images, emotions and benefits the brand wants you to experience.
Examples:
“Because so much is riding on your tires”
“When it absolutely positively has to get there overnight”
“A i b bi th R b l b h i ”“American by birth, Rebel by choice”
“15 minutes can save you 15% or more on your car insurance”
“The customer is always and completely right”
“The most exciting two minutes in sports”
Cost You Money: Meaningless Fluff
These are the cute and snappy but utterly useless taglines that do nothing for the brand they are
attached to, and the only way they catch on is through massively expensive and exhaustive
marketing campaigns over time.
Examples:
“We bring good things to life”
“Have it your way”
“Just Do It”
“Eat Jimmy Dean”
“Drive One”
“We want you to live”

37. 11 Elements to A Successful Name11 Elements to A Successful Name
What Makes A Memorable and Iconic Brand Name?
1. Short, simple and easy to remember
2. Stands out and piques interest
3 Congruent with your image message and industry3. Congruent with your image, message and industry
4. Easy to pronounce and spell
5. Not already being used elsewhere
6 Different from your competition6. Different from your competition
7. Evokes emotion, images or feelings
8. Doesn't contain vulgarity
9. Uniqueq
10. Fits perfectly with your mascot or logo
11. Has a positive meaning

38. 21 Types of Namesyp
 Acronyms and Initials – created from or morphed into initials. M&M's, IBM, UPS, USPS, D&B, NBC, LG, BMW, KFC, AAA
 Descriptive – describes the product or a characteristic. Nestle Quick (instant drink), General Electric, Toys R Us, Whole Foods, Bisquick,
General Motors, YouTube, Cinnamon Toast CrunchGeneral Motors, YouTube, Cinnamon Toast Crunch
 Evocative – creates an image in your mind. London Fog, Amazon, Crest, Adobe, Febreze
 Neologism – brand new made up word. Verizon, Kodak, Evian, Oreo, Wii
 Amalgam – created by putting two or more words together. Nabisco (National Biscuit Company), FedEx (Federal Express), Eliseon (Elite
SEO Network)
 Alliteration and Rhymes – Contains identical consonant sounds. Piggly Wiggly, Dunkin' Donuts, PayPal, Krispy Kreme, Micky Mouse, Porky
Pig, Fred Flintstone, Seattle Seahawks, Nutter Butter, Reese's Pieces, Coca‐Cola
 Foreign Word – has a significant and relevant meaning in another language. Volvo (I roll), Lego (play well), Nestle (nest)
 Nickname – Adidas (Adolf Dassler), Kinkos (creator was nicknamed "Kinko" because of his curly red hair)
 Founder's First or Last Name – Ben & Jerry's, Newman's Own, Disney, Papa John's, Wendy's, Nordstrom, McDonalds, Ferrari, and
Woolworths
 F d ' I iti l HP (H l tt P k d) H l D id (Willi H l d A th D id ) d JBL (J B L i ) Founders' Initials – HP (Hewlett‐Packard) Harley Davidson (William Harley and Arthur Davidson), and JBL (James B. Lansing)
 Your Full Name – this is always a safe choice if you want to create a brand about yourself. Think Tony Robbins, Brian Tracy, Guy Kawasaki,
Dr. Phil, Donald Trump and a slew of other celebrities, authors, experts, business leaders, and speakers
 Ingredients – Borax (borax), Chlorox (Chlorine and hydrogen peroxide), Pepsi (pepsin), Books‐a‐Million
 Location or Geography – Philadelphia Cream Cheese, Mississippi Cheese Straws, Land O' Lakes, Fuji Film, Fiji water, Cisco
 Merged – this happens sometimes when two companies merge. ExxonMobile DaimlerChrysler AG Cadbury‐SchweppesMerged this happens sometimes when two companies merge. ExxonMobile, DaimlerChrysler AG, Cadbury Schweppes
 Mimetics – alternate spelling. Tumblr, Scribd, Flickr, Krispy Kreme, Digg, Topix, Google, RAZR
 Humor/Slang – something fun, unique and full of personality but no real meaning. Yahoo!, Cracker‐Jacks, Goodfellas
 Personification – creating a name based on a character or mascot. Green Giant, Midas Mufflers, Little Debbie, Betty Crocker, Aunt Jemima
 Onomatopoeia – uses a sound that associated with the function of the product. Twitter, Meow Mix, Nestle Crunch
 Phrase – using several words to create a phrase or image with a clear and obvious meaning. I Can't Believe It's not Butter, Seven For All Phrase using several words to create a phrase or image with a clear and obvious meaning. I Can t elieve It s not utter, Seven For All
Mankind, LinkedIn, MySpace, Dropbox, Facebook
 Portmanteau – combining two words and their meanings into one. Pinterest (pin + interest), Travelocity (travel + velocity), Microsoft
(micro + software)
 Ordinary Re‐purposed Words – Sun Microsystems, Apple Computers, Blackberry, Bluetooth, Jaguar Motors, Stone Brewery

39. Visual IdentityVisual Identity
• The last step in the brand development processp p p
• Must be totally consistent with other elements of
the brand (e.g. brand promise)
• Forward leaning in orientation
• Hire a professional to help you
K l t• Key elements:
Brand logo
Typefaces and fontsTypefaces and fonts
Tag Line
Brand SignatureBrand Signature

40. Brand Colors Mean SomethingBrand Colors Mean Something

41. Brand ColorsBrand Colors

42. Benefits of a Visual BrandBenefits of a Visual Brand
Source: http://www.fluxappeal.com/infographic‐the‐benefits‐of‐visual‐branding/

43. Brand StrategyBrand Strategy

44. How Great Companies Manage Brand
Align brand strategy with business strategy.
1
2 Send a clear message to customers about the emotional
and functional benefits offered by the brand.
3 Ensure the consistency of brand messages across
business groups and regions.
4 M k ti i ifi t i t t i th b d
4 Make a continuous, significant investment in the brand.
5 Align organizational structure with top talent and processes.
5 g g p p
6 Define metrics, measurement and accountability
for brand value
January 12, 2015 Vince Ferraro 44
44 January 12, 2015
for brand value.

45. 6 Principles of Brand Management6 Principles of Brand Management
• Brand management today must encompass a
l f dmore complex set of activities and target a
broader audience than in the past
• Principle #1: Brands are built through the Principle # : rands are built through the
customer experience, not just advertising
– J&J, Harley Davidson, Starbucks
• Principle #2: Brands must target not just• Principle #2: Brands must target not just
customers, but investors, current and prospective
employees
Key to generating sustained growth in profitability and– Key to generating sustained growth in profitability and
shareholder value
– GE manages its brand on Wall Street by training
analysts on how to evaluate a new businessanalysts on how to evaluate a new business.
January 12, 2015 Vince Ferraro 45

46. 6 Principles (continued)6 Principles (continued)
• Principle #3: Successful brand management p g
requires understanding the effectiveness of the
brand in today’s environment, but more
importantly being able to anticipate a brand’simportantly, being able to anticipate a brand s
relevance to the most valuable customers of
tomorrow.
• Principle #4: While brands are symbolic and
emotive, they are more than creative assets.
They can appeal to the heart AND the headThey can appeal to the heart AND the head.
– They can be quantified and analyzed with the same
economic rigor as other business assets.
January 12, 2015 Vince Ferraro 46

47. 6 Principles (continued)6 Principles (continued)
• Principle #5: Brands are the responsibility of c p e 5: a ds a e t e espo s b ty o
everyone. Not just the marketing people.
– Delivering on the brand promise is more important than simply
creating awareness and positive feelingscreating awareness and positive feelings.
– Brands derive their economic power from the value that they
symbolically represent; there must be real value in branded products
and services.
• Principle #6: Brand management activities need
to be integrated into a company’s overall
business strategy.
– The brand is directly linked to a company’s value proposition—the
types of products and services—and the types of customers it targets.yp p yp g
January 12, 2015 Vince Ferraro 47

48. Key Differences between B2B and
B2C Marketingg
B2C B2B
Product driven Relationship driven
Emotional buying decision based on
status, desire, or price
Rational buying decision based on
business value
Maximize the value of the transaction Maximize the value of the relationship
Large target market; mass
communications
Small, focused target market; 1:1
communications
Single step buying process, shorter Multiple step buying process, longer g p y g p
sales cycle, lower price and risk
p p y g p g
sales cycle, high price and risk
Brand identity created through
repetition and imagery
Brand identity created on personal
relationships
Brand representation by unknown
individuals
Brand represented by personal
communication and interaction
Merchandising and point of purchase Educational and awareness building
activities activities
Individual buyer Committee of multiple buyers

49. What Are Characteristics of Great Brands?
• The leadership owns the brand promise behind the brand.
Example: STARBUCKS
• The experience of the product or service exceeds the expectation created by the
brand’s promise.
E l NIKEExample: NIKE
• The brand remains fervently relevant.
Example: FEDERAL EXPRESS
• The brand maximizes the position of the product or service in relationship to other
products or services.
Example: VOLVO
• The brand stays consistently consistent.
Example: APPLEExample: APPLE
• When you encounter the brand there is a feeling that the brand makes sense.
Example: BMW, VW, MERCEDES
• The brand leverages all applicable marketing tools and media.g pp g
Example: MCDONALDS
• The brand protects the value equity that has been built by the organization over time.
Example: COCA‐COLA

50. But Beware …
Brands that are not authentic to their values and don’t “walk
the talk”, are doomed to fail..

51. Elements Of A Corporate BrandElements Of A Corporate Brand
Source: http://www.darrenleet.com/news/

52. QUESTIONS?QUESTIONS?