2010 AND BEYOND

Branding for growth in the New Normal

Jason Mlicki

$1 in 1979.

$1 invested in Walmart in 1979 would have returned you about $57,000.

$1 invested in Target in 1979 would have returned you about $6,900.

.$1 in 1999.

. $1 invested in Target in 1999 would have returned you about $103.$1 invested in Walmart in 1999 would have returned you about $32.

1960 – 1995. . Focus on footprint and scale.

.1999 – 2010. Target focuses on brand building.

. I’m not a retailer.But.

.Okay. I’m still not a retailer.

2010 AND BEYOND Branding for growth in the New Normal .

0 About brands 2.0 Brand building 3.1.0 Closing thoughts .

What’s a brand? . brands Part one.About brands.

No matter what you think. 1.1 I WHAT'S A BRAND? . you know a good brand when you experience it.

1.1 I WHAT'S A BRAND? .

1 I WHAT'S A BRAND? .1.

1.1 I WHAT'S A BRAND? .

What a brand is not.1 I WHAT'S A BRAND? . 1.

1.A brand is not a name nor a trademark trademark.1 I WHAT'S A BRAND? .

A brand is not a logo nor a tagline tagline. 1.1 I WHAT'S A BRAND? .

1.1 I WHAT'S A BRAND? .A brand is not a product nor a package package.

so what exactly are brands? 1.1 I WHAT'S A BRAND? .Okay.

Brands are perceptions. 1.1 I WHAT'S A BRAND? .

1 I WHAT'S A BRAND? . 1.Brands are experiences.

1.Brands are cognitive.1 I WHAT'S A BRAND? . And emotional.

Brands are commitments. 1.1 I WHAT'S A BRAND? .

Brands are relationships.

1.1 I

WHAT'S A BRAND?

Brands are built on products, taglines, trademarks, logos, services, experiences, gossip, press releases, p , tweets, , message g boards, sales calls, packaging, call centers, signage.

1.1 I

WHAT'S A BRAND?

About brands. brands
Part two. What brands do.

2 I WHAT BRANDS DO .Brands provide recognition to simplify a purchase purchase. RECOGNITION 1.

2 I WHAT BRANDS DO .Good brands create growth by providing consistent experiences. EXPERIENCE C RECOGNITION 1.

inspire and create fans fans. EMOTIONAL CONNECTION EXPERIENCE C RECOGNITION 1.Great brands connect.2 I WHAT BRANDS DO .

Fans are loyal.2 I WHAT BRANDS DO . 1.

2 I WHAT BRANDS DO .Fans are passionate. 1.

Fans advocate on your behalf. 1.2 I WHAT BRANDS DO .

2 I WHAT BRANDS DO . 1.And yes. sometimes fans pay more more.

Why brands matter. .About brands. brands Part three.

3 I WHY BRANDS MATTER .Strong brands grow sales and increase margins margins. 1.

1.3 I WHY BRANDS MATTER .

1.3 I WHY BRANDS MATTER . 2000: Introduced the AFLAC duck.1990: Shortened the company name to AFLAC.

. Examples. brands Part four.About brands.

1.4 I EXAMPLES .

1.4 I EXAMPLES .

4 I EXAMPLES .1.

1.4 I EXAMPLES .

1.4 I EXAMPLES .

Building Part one. Brand strategy. .Brand Building.

1 I BRAND STRATEGY . 2.Five components of an effective brand strategy strategy.

What the brand stands for for. 2. Brand promise.1.1 I BRAND STRATEGY .

2. Brand positioning. What makes it unique unique.1 I BRAND STRATEGY .2.

What it’s like like.1 I BRAND STRATEGY . 2.3. Brand attributes.

What it hopes to become become. 2. Brand vision.1 I BRAND STRATEGY .4.

Valuable items that identify it it. Brand assets. 2.1 I BRAND STRATEGY .5.

1 I BRAND STRATEGY .2.

Brand promise. Always Always.1 I BRAND STRATEGY . Our consumer comes first first.1. 2.

Brand positioning.1 I BRAND STRATEGY . We deliver intimate service every time time.2. 2.

2. accomodating accomodating. Brand attributes.1 I BRAND STRATEGY . Exclusive. personalized. signature personalized signature. premium.3.

Brand vision. 2. The world’s leading day-to-day financial partner for the moderately affluent to wealthy consumer.4.1 I BRAND STRATEGY .

Brand assets.5. Green. Don t leave home without it it.1 I BRAND STRATEGY . 2. Blue.” The centurion. “A member ” “Don’t member.

Building Part two.Brand Building. Positioning a service brand. .

2 I POSITIONING A SERVICE BRAND .Option 1. Position around a service or skill skill. 2.

2 I POSITIONING A SERVICE BRAND . Position around an industry or market market.Option 2. 2.

2.Option 3. Position around a philosophy or belief belief.2 I POSITIONING A SERVICE BRAND .

. Building Part three. Group exercises.Brand Building.

Building Part four.Brand Building. . Process.

4.0 I BRAND STRATEGY .Brand development process.

Customer C t R Research h Internal Research Competitive Research Industry Research 4. Learn what you don’t know.Insight.0 I BRAND STRATEGY .

Develop D l brand b db belief li f system and highest-level brand assets. Form strategy.Ideation.0 I BRAND STRATEGY . 4.

Implementation. Develop D l tangible t ibl brand assets. 4.0 I BRAND STRATEGY . Bring it to life.

Inspection. 4.0 I BRAND STRATEGY . Evaluate and adjust. Measure performance M f and look to improve.

Closing thoughts. thoughts .

0 I BRAND STRATEGY .What does it mean to be a PEO? 4.

0 I BRAND STRATEGY .Why do customers really hire you? 4.

Thank you .

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