The marxgroup powerbranding _sema2012

347 views

Published on

Published in: Business
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
347
On SlideShare
0
From Embeds
0
Number of Embeds
2
Actions
Shares
0
Downloads
10
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

The marxgroup powerbranding _sema2012

  1. 1. POWER BRANDING Brand elements that will add the POW!To your brand and the KA-POW! in your margins Branding 101 Presented By April 4, 2011 1
  2. 2. • Full service advertising and public relations agency • 25+ years of aftermarket marketing consulting, strategy and execution • Passenger vehicles, heavy duty, commercial vehicles, motorsports, accessories© 2012 The Marx Group 2 2
  3. 3. Think Different! 3
  4. 4. Like a rock 4
  5. 5. It gives you wings 5
  6. 6. © 2012 The Marx Group 6 6
  7. 7. © 2012 The Marx Group 7 7
  8. 8. BRANDING is the art of developing anon-going, trusting relationship betweenyour customer and your company © 2012 The Marx Group 8 8
  9. 9. The synergy between your BRAND and the HIGHER buying expectations of BRAND your CUSTOMERS EQUITY!© 2012 The Marx Group 9 9
  10. 10. © 2012 The Marx Group 10 10
  11. 11. PERSONALITYPOSITION PROMISE STORY ELEMENTS © 2012 The Marx Group 11 11
  12. 12. Defines your value proposition• Creates perceptions about your company both within and among your target audience and their influencers• Provides consistent and clear communication about your company, its purpose, products and brand• Helps you stand apart from competitors © 2012 The Marx Group 12 12
  13. 13. Everything you do as abusiness arises from yourCORE VALUES© 2012 The Marx Group 13 13
  14. 14. WHAT ARE YOURCORE VALUES? © 2012 The Marx Group 14 14
  15. 15. The most important attributes andprinciples of your brand BRAND PILLARS are the foundation of your brand © 2012 The Marx Group 15 15
  16. 16. EXAMPLE:• “Best price”• “Fastest delivery”• “Industry-best warranties”• “The customer is king” © 2012 The Marx Group 16 16
  17. 17. Your MISSION STATEMENT is asummation of your company’spurpose. Arises out of brand pillars © 2012 The Marx Group 17 17
  18. 18. “It is our MISSION toprovide the best customerservice on the planet!” © 2012 The Marx Group 18 18
  19. 19. What about your product or servicemakes you stand out from thecompetition? Your USP arises from your mission statement © 2012 The Marx Group 19 19
  20. 20. EXAMPLE“Our dyno tested cylinderheads produce the mosthorsepower.” © 2012 The Marx Group 20 20
  21. 21. Your KEY MESSAGES are what youwant people to hear andremember about your company• Keep them concise• Make sure the message is powerful and on target © 2012 The Marx Group 21 21
  22. 22. EXAMPLE• Cast for precise fit• High flow engineered for maximum horsepower• Bronze alloy inserts for durability• No porting or polishing required © 2012 The Marx Group 22 22
  23. 23. Your promise to customersand team © 2012 The Marx Group 23 23
  24. 24. • What are your promises?• Are they realistic?• Are they desirable?• Do you keep them? © 2012 The Marx Group 24 24
  25. 25. Personality traits give life to your brand• A set of human characteristics that are attributed to a brand name• Added value in addition to functional benefits © 2012 The Marx Group 25 25
  26. 26. This is your VOICE!It’s how you present yourself to the world, so supersize your personality © 2012 The Marx Group 26 26
  27. 27. Gives your company dimension and context• Where you come from• How you got here• Where youre headed © 2012 The Marx Group 27 27
  28. 28. Elements that make up your brand – Name – Logo – URL – Taglines – Graphics – Colors – Fonts – etc. © 2012 The Marx Group 28 28
  29. 29. Elements are not static. Evolution© 2012 The Marx Group 29 29
  30. 30. Contemporary adaptation vs. heritage© 2012 The Marx Group 30 30
  31. 31. Story, Personality, Elements© 2012 The Marx Group 31 31
  32. 32. Revolutionized Stores and Marketing© 2012 The Marx Group 32 32
  33. 33. Trustworthy – Reliability – Passion – Dedication© 2012 The Marx Group 33 33
  34. 34. Smart guy next door – Approachable – Down to earth © 2012 The Marx Group 34 34
  35. 35. To bring inspiration and innovation to every athlete in the world© 2012 The Marx Group 35 35
  36. 36. When it absolutely, positively has to be there overnight © 2012 The Marx Group 36 36
  37. 37. 15 Minutes Or Less Can Save You 15% Or More On Car Insurance © 2012 The Marx Group 37 37
  38. 38. Problem Solvers© 2012 The Marx Group 38 38
  39. 39. The Power You Need to Get the Job Done© 2012 The Marx Group 39 39
  40. 40. The Best in Everything That Uses Brakes© 2012 The Marx Group 40 40
  41. 41. 100’s of New & Innovative Products introduced each year © 2012 The Marx Group 41 41
  42. 42. 125 year legacy, laughs and everyday pleasures of Coca-Cola © 2012 The Marx Group 42 42
  43. 43. The World Leader In High-Performance Engine Tuning Products © 2012 The Marx Group 43 43
  44. 44. Immediate connection to the product itself© 2012 The Marx Group 44 44
  45. 45. © 2012 The Marx Group 45 45
  46. 46. Awareness Authority & Leadership © 2012 The Marx Group 46 46
  47. 47. If you have successfully deployed the five forces of branding, your company’s name is now associated with more than just its products and services© 2012 The Marx Group 47 47
  48. 48. You have demonstrated that your claims are credible. It’s all about building TRUST.© 2012 The Marx Group 48 48
  49. 49. Authority &Leadership Because they feel they KNOW YOU and you’ve demonstrated CREDIBILITY, your audience turns to you for knowledge and expertise and sees your brand as the leader in its category © 2012 The Marx Group 49 49
  50. 50. • Higher margins and/or a price premium • Increased considerationStrong Brand • More opportunities for market expansion, segmentation and brandEquity Gives extensionsYou Power… • Leverage and additional distribution channels • Marketing and sales efficiencies, especially in winning new customers • Greater customer retention/loyalty • Quicker new product acceptance © 2012 The Marx Group 50 50
  51. 51. By combining the 5 forces of branding and increasing your positive brand equity MAKES YOUR BRAND A SUPERHERO!© 2012 The Marx Group 51 51
  52. 52. THANK YOU! TOM MARX tmarx@themarxgrp.com 415.453.0844 x106 Subscribe to our monthly newsletter Catalyst for marketing insights. www.themarxgrp.com CREATIVE AND ACCOUNT TEAMS Northern California | New York | Chicago Los Angeles | Detroit | Nashville | Denver © 2012 The Marx Group 52 52

×