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Nw pres

  1. 1. Branding? January 7, 2009 WINSTANLEY PARTNERS
  2. 2. Communications Continuum Branding Transacting
  3. 3. Brand Exploration Brand Development Brand Platform Marketing & Advertising
  4. 4. Brand Exploration Brand Development Brand Platform Marketing & Advertising Concept Promise Strategy Execution Conditions
  5. 5. Who are you? Who you think you are? or How others perceive you.
  6. 6. Why are you? — Jeff Immelt <ul><li>Credible </li></ul><ul><li>Unique </li></ul><ul><li>Valuable </li></ul><ul><li>Desirable </li></ul>Where’s the value?
  7. 7. What, to whom. Product Customer’s View <ul><li>Description </li></ul><ul><li>Positioning </li></ul><ul><li>Strategy </li></ul><ul><li>VOX </li></ul>
  8. 8. To whom, what. The Customer Product Story <ul><li>Relevant </li></ul><ul><li>Understandable </li></ul><ul><li>Valuable </li></ul><ul><li>Resonating VOX </li></ul>
  9. 9. Case Studies
  10. 10. Spalding: Around the Rim and In… <ul><li>Purchased from private equity owner </li></ul><ul><li>Needed focus and brand repositioning </li></ul><ul><li>Low marketing investment </li></ul>
  11. 11. Spalding: Around the Rim and In… <ul><li>Great brand equity </li></ul><ul><li>Good professional affiliations </li></ul><ul><li>Retail consolidation </li></ul><ul><li>Uneven brand perception </li></ul>
  12. 12. Spalding: Around the Rim and In… <ul><li>Strong brand assets </li></ul><ul><ul><li>- Heritage </li></ul></ul><ul><ul><li>- Authenticity </li></ul></ul><ul><ul><li>- Performance </li></ul></ul><ul><li>Fractured image among consumers </li></ul><ul><li>Basketball is key! </li></ul>
  13. 13. Spalding: Around the Rim and In… <ul><li>1. Varsity Competitor </li></ul><ul><ul><li>Male 16-24 </li></ul></ul><ul><ul><li>Serious athlete </li></ul></ul><ul><ul><li>Sports junkie </li></ul></ul><ul><li>2. Pick-up Player </li></ul><ul><ul><li>Male 20-28 </li></ul></ul><ul><ul><li>Competitive </li></ul></ul><ul><ul><li>Not price sensitive </li></ul></ul>Competes to win. Uses sports to challenge self. Wants best equipment available.
  14. 14. Spalding: Around the Rim and In… <ul><li>New Brand Vision </li></ul><ul><li>“ Spalding is committed to being the highest quality brand of authentic sporting goods equipment in the world. Our reputation will be built on the courts and the fields of play, and serious athletes will trust Spalding equipment when they want the very best.” </li></ul><ul><li>No glitz, no hype </li></ul><ul><li>Respect for the game </li></ul><ul><li>Equipment for superior performance </li></ul>
  15. 15. Spalding: Around the Rim and In… New Identity True to the Game Aligns with new positioning Integrated with Spalding wordmark Contemporary Appeals to core consumer Memorable
  16. 16. Spalding: Around the Rim and In…
  17. 17. Eaton Vance Advisors Institute <ul><li>Strong corporate brand in high-end financial circles. </li></ul><ul><li>Very sophisticated products, many “best in class.” </li></ul><ul><li>Competition is increasing. </li></ul><ul><li>Products sold via sales channel to advisor channels to end consumer. </li></ul><ul><li>Sales force needs to “add-value” to relationship with advisors. </li></ul>
  18. 18. The Process <ul><li>Survey competitive “institute” programs for best practice. </li></ul><ul><li>Move beyond product relationship to advisory business support. </li></ul><ul><li>Build value story to sales, create differentiation. </li></ul><ul><li>Build value story for end-use advisors. </li></ul>
  19. 19. The Concept <ul><li>Expand relationship by providing advisory tools focused on: </li></ul><ul><ul><li>Better business practice. </li></ul></ul><ul><ul><li>Professional Development. </li></ul></ul><ul><li>Leverage existing Eaton Vance brand to create new institute identity. </li></ul>
  20. 20. The Challenge The value proposition resonates in a demographic once removed from the source. EVAI EV sales EV clients
  21. 21. Two Options EVAI EV sales EV clients Push EVAI EV sales EV clients Pull OR
  22. 22. The Promise EVAI Brand Strategy Statement The Eaton Vance Advisor Institute caters to the highest end of the advisor marketplace by helping them develop unique solutions and strategies for today’s affluent. We do so by offering a range of innovative programming designed to deepen the conversation, strengthen relationships and elevate the client experience.
  23. 23. “ The griffin is a mythical beast – a cross between a lion and an eagle. The lion represents strength, the eagle range. Combined they represent wisdom and fortitude.” Alexander Nisbet—attributed to Chassaneus, as translated from Latin 1722
  24. 24. Build Internal Brand
  25. 25. Create External Value
  26. 26. Explore / Define Who are you? Why are you?
  27. 27. The Story & The Promise
  28. 28. Hear & Execute. What, to whom. To whom, what.
  29. 29. The Strategy & The Tactics.
  30. 30. The Customer’s perception is your reality .
  31. 31. It’s hard to be simple.
  32. 32. It’s easy to be better.
  33. 33. See. Say. Think.
  34. 34. Thank You. WINSTANLEY PARTNERS