Developing a multi-brand strategy  Clearly understand the target audience for each brand  Be knowledgeable about the

competitive landscape  When products are in development, demand a clear understanding of who they are serving, what the products are about and how they relate to the other brands  Leverage our reputation while enticing customers with a new product  There are 3 basic strategies for managing multiple brands  Single brand entity: separate brand for each product  Umbrella: all products are under the same brand  Multi-brand categories: different brands for different product categories  The brand architecture is how an organization structures and names the brands within the portfolio  Monolithic: where the corporate name is used on all products/services  Endorsed: all sub brands are linked to the corporate brand by either verbal or visual endorsement  Freestanding: where the corporate brand operates as a holding company and each product/service is individually branded by its target market  Brand essence: the brand promise expressed in its simplest terms. The most powerful brand essences are rooted in a fundamental customer need. (Volvo=safety)

consistent and continuous marketing and communication of the brand Develop the brand strategy platform 1. 4. Using qualitative and quanititive research. associations and differentiators 3. our customers and the competition Develop a brand identity 1.Strategic Brand Analysis 1. 5. And the positioning statement that defines differentiation Brand implementation 1. These include the usual communication tools and the people involved in the brand Brand tracking 1. This requires the coordination of all points of contact between the market and the brand 2. this process includes 5 unique elements that are critical to ensure the clear. . This consists of the brand’s value proposition to drive sales 2. 2. we have examined Jensen itself. Elements that contribute to a brand’s strength include perception of quality. brand awareness. Using analysis from step 1.

Brand Personality  Is an expression of the core values & characteristics of a brand with emphasis on human personality traits  Process of transforming a brand into a person or humanizing a brand  Acts as a brand differentiator & offers sustainable competitive advantage  Brands having charisma extends well beyond their brand’s functional benefits  The brand personality is the ‘voice’ behind the brands:  Values  Functional attributes  Competitive positioning  Creating the brand personality  Define the target audience  Find out what they need. want & like  Build a consumer personality profile  Create the product personality to match the profile  The 5 factors of the brand personality framework are:  Sincerity  Excitement  Competence  Sophistication  ruggedness .

Brand Personality Scale Sincerity Down to earth Cheerful Honest Wholesome Excitement daring up-to-date spirited imaginative Competence successful intelligent reliable Sophistication charming upper class Ruggedness tough out doorsy Identity brand personality Market/ Consumers Roots of personality visual communication effect (mkt share. etc) behaviors expression of personality Brand personality gives life to a brand. to manage the identity and image and create likeability . profit.

BRAND DYNAMIC PYRAMID Nothing else beats it BONDING ADVANTAGE ADVANTAGE Strong relationship/ high share of category expenditure Does it offer something Better than others like it Can it deliver PERFORMANCE Does it offer me something RELEVANCE Do I know about it? PRESENCE Weak relationship/low share of category expenditures .

Personality Traits Personality traits of Creation as a product          Intimidating Very expensive Difficult to use In a class by itself Trusted Proven/tested High end ceramic material Technique sensitive Used by the finest top ceramists who employ multiple powder buildups  Profile/Behavioral Drivers for potential ‘new’ creation customers                 Young & aspiring (25-40 yrs old) 1-5 man lab (owner or lead ceramist) Technicians who have worked in a non-creation lab and have set out on their own Understand and embrace technology Passionate and proud of their profession Hybrid-business person/artist Want to set their product apart from competition Technicians are CDTs or RGs Willing to invest in education to grow skill and make them more consistent and quality oriented Place a value on branding & marketing Willing to assume risk and responsibility Looking for a way to maintain and/or increase the price of their work Artistic/creative Talented Good teachers confident .

9% 6 to 10 4.5% blank Embraces technology as a means to increase productivity Business person Modest Laid back/moderate (not passionate) Invest in technology only as a means to increase productivity/profitability Education is not a priority Operating our of fear Seeks quickest and most inexpensive means to a result  Profile/Behavioral Drivers for potential ‘new’ Stratum customers         . lifting Affordable Enhances productivity and ultimately profitability Produces a consistent and predictable result Lab size varies  Of the 9.2% 100+ 19. no tearing.6% 1 to 5 8. LFS.Personality Traits Personality traits of Stratum as a product        Easy to use Has as few materials as possible while still delivery a good esthetic Problem free material (easy handling.384 DIH.8% 21 to 99 0.0% 11 to 20 2. LCB labs in our data base 64.

consistent) – Each restoration is an individual ‘job’ no specific protocol – Inspired friend – Mac user – Proud to say the brand/product they use – Passionate – Pretentious – Expensive – Intimidating – Difficult to use .Multi-brand Personalities • Stratum – – – – – – – – – – – – – They are a business Process oriented End result is functional esthetics Consistent (end result needs to be consistent not gorgeous) Follow specific protocol Trusted friend PC users They use what they use Modest Moderately priced Stable Reliable consistent • Creation – They are an artist – Results oriented – End result is a work of art (gorgeous vs.

Potential Tag Lines Stratum  Choose-Build-Deliver  Consistent-Compatible-Complete  Simple-Straightforward-Success  Simple-Sustainable-Success  Acquire-Build-Complete…it is as easy as A.C .B.

Jensen Dental has the ceramic system to meet your needs…  We will customize it to meet your needs  You will receive our unsurpassed high quality ceramic system  You will have access to our award winning support  Stratum  Delivers functional esthetics in an easy to use.  This ceramic system includes a comprehensive product offering:  PFM  PTM  All-ceramic  Ti/Zr  It delivers the highest quality result affordably and simply and flexible individualized esthetics.  Emphasize Creation is easy to use.  Creation porcelain allows technicians to replicate natural dentition with the most vital and aesthetic material on the market  Message: The porcelain you use is the single most important thing in determining the aesthetics of your restorations and ultimately the profitability of your laboratory. By choosing Creation from Jensen. stable material that works across a variety of alloys and platforms.ZIF  Alumina Layering-AV  Low Fusing Layering-LF  All Ceramic Pressing-CP  Pressed over Zirconia-CPZI . increasing both productivity and profitability Creation  Bring out your best-with creation porcelain. enhancing lab results. wasted time. hassle / frustration. Jensen makes it’s easier than ever to bring out the best in your work with Creation porcelain. backed by the industry’s most committed customer and technical support team. and not technique sensitive  Reinforce the importance of reliability and longevity in the mouth  Downside when porcelain causes problems – dissatisfied doctors.   Product offering  Metal Ceramic Layering-CC  Zirconia Layering-ZI. every restoration becomes a work of art. you’ll receive the industry’s most aesthetic vital natural looking porcelain. no other product has come close to matching its performance and reliability. Since its introduction to the market. wasted money. Now.

Jensen’s ceramic portfolio can fill your labs ceramic needs.Regardless of your business model. Just answer the following 2 questions and then we will be able to share with you. minimal powder build-ups to complex cases with individual characteristics.Sign How many powders is your typical build-up? 1-5 5+ Stratum Creation . Jensen Dental can provide the optimal ceramic system for your needs. the ideal ceramic system for your lab. From simple. 1) 2) What current ceramic system are you using? How many powders is your typical build up What ceramic system do you currently use? Ceramco Synspar Avante Shofu Vintage Noritake VITA GC Initial d.

The ceramist has a self image of being the best and wants to use only first class products Leverage Jensen’s identity to establish credibility for Stratum  Stratum and Creation will retain their own identities. however they will be related and consistent with the same high standards and use of Jensen’s brand standards At every touch point. but it also delivers the feeling of buying and using the best.Brand purpose: to deliver a functional esthetic in an easy to use stable material that works across a variety of alloys and platforms Brand proposition  Aligned with our core values  Clear. unique and relevant to our target  Able to incorporate an element of positive emotional attachment that is better than just ‘good’  Echoed within the business internally and externally  Consistent across multiple marketing and advertising mediums  Continually reinforced within the organization  Echoed by strategic partners Jensen provides the optimal customer experience  We create a holistic brand experience through creating a consistent and compelling experience at all touch points  Creation delivers not only a product that is high quality. reliable and durable at a premium price. engaging. our customer experiences Jensen quality  Quality products  Quality support  Quality process .

Different needs Different segments Different targets One common goal-delivering a quality product profitably This new brand needs to encompass the following 3 components 1) How is our brand relevant to them? 2) Define a sense of trust in our brand 3) Build unprecedented loyalty to our brand We need to bring this BRAND TO LIFE .

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