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A brand is a business person’s best friend
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A brand is a business persons best friend. This presentation was authored by Richard Huntington. In accordance with the Creative Commons Licence for adliterate.

Mar 26, 2015

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Page 1: A brand is a business persons best friend. This presentation was authored by Richard Huntington. In accordance with the Creative Commons Licence for adliterate.

A brand is a business person’s best friend

Page 2: A brand is a business persons best friend. This presentation was authored by Richard Huntington. In accordance with the Creative Commons Licence for adliterate.

This presentation was authored by Richard Huntington. In accordance with the Creative Commons Licence for

adliterate you may use any or all of this presentation for commercial use.

Attribution would be nice though.

Revisions and additions are very welcome and can be emailed to me at [email protected]

Page 3: A brand is a business persons best friend. This presentation was authored by Richard Huntington. In accordance with the Creative Commons Licence for adliterate.

A brand is the sum of all the associations about a product, service, or organisation that

live inside a consumer’s mind

Page 4: A brand is a business persons best friend. This presentation was authored by Richard Huntington. In accordance with the Creative Commons Licence for adliterate.

The richer and more focused the associations the more

powerful the brand

Page 5: A brand is a business persons best friend. This presentation was authored by Richard Huntington. In accordance with the Creative Commons Licence for adliterate.

You don’t own your brand…your consumers do. Without

the associations in their heads all you have is a

product, service or organisation

Page 6: A brand is a business persons best friend. This presentation was authored by Richard Huntington. In accordance with the Creative Commons Licence for adliterate.

Your job is to shepherd, marshal and direct all those associations so that they are richer and more productive

Page 7: A brand is a business persons best friend. This presentation was authored by Richard Huntington. In accordance with the Creative Commons Licence for adliterate.

Why bother?

Page 8: A brand is a business persons best friend. This presentation was authored by Richard Huntington. In accordance with the Creative Commons Licence for adliterate.

Monopoly

Page 9: A brand is a business persons best friend. This presentation was authored by Richard Huntington. In accordance with the Creative Commons Licence for adliterate.

Monopolies are good for businesses because in monopoly conditions

businesses get to name their price…

Page 10: A brand is a business persons best friend. This presentation was authored by Richard Huntington. In accordance with the Creative Commons Licence for adliterate.

…within reason

Page 11: A brand is a business persons best friend. This presentation was authored by Richard Huntington. In accordance with the Creative Commons Licence for adliterate.

Few of us operate in actual monopoly

conditions

Page 12: A brand is a business persons best friend. This presentation was authored by Richard Huntington. In accordance with the Creative Commons Licence for adliterate.

But we can create effective monopolies…

Page 13: A brand is a business persons best friend. This presentation was authored by Richard Huntington. In accordance with the Creative Commons Licence for adliterate.

…if consumers want our brand enough to resist

substituting it even when it is priced at a premium to the

alternative

Page 14: A brand is a business persons best friend. This presentation was authored by Richard Huntington. In accordance with the Creative Commons Licence for adliterate.

Innocent don’t have a monopoly over smoothies but

they do over Innocent – no one else can provide

consumers with the innocent brand

Page 15: A brand is a business persons best friend. This presentation was authored by Richard Huntington. In accordance with the Creative Commons Licence for adliterate.

1 litre of Innocent smoothie at Ocado

£3.29

1 litre of PJ’s smoothie at Ocado

£2.79

Innocent’s share of the UK smoothie market

48%

Page 16: A brand is a business persons best friend. This presentation was authored by Richard Huntington. In accordance with the Creative Commons Licence for adliterate.

Similarly Apple don’t have a monopoly over MP3 players

but they do over IPods

Page 17: A brand is a business persons best friend. This presentation was authored by Richard Huntington. In accordance with the Creative Commons Licence for adliterate.

Ipod’s share of the UK MP3 player market

80%

Cost of a 30GB IPod at Micro Anvika

£219

Cost of a 40GB Gigabeat MP3 player at Micro Anvika

£149

Page 18: A brand is a business persons best friend. This presentation was authored by Richard Huntington. In accordance with the Creative Commons Licence for adliterate.

You can usually tell if a brand is healthy if it is being sold at

a premium

Page 19: A brand is a business persons best friend. This presentation was authored by Richard Huntington. In accordance with the Creative Commons Licence for adliterate.

Or if the consumer is happy to make another trade off,

like the shopping experience at Ikea or the lack of

allocated seating on Easy Jet

Page 20: A brand is a business persons best friend. This presentation was authored by Richard Huntington. In accordance with the Creative Commons Licence for adliterate.

Brands are brilliant but…

Page 21: A brand is a business persons best friend. This presentation was authored by Richard Huntington. In accordance with the Creative Commons Licence for adliterate.

They must have substance not just image

Page 22: A brand is a business persons best friend. This presentation was authored by Richard Huntington. In accordance with the Creative Commons Licence for adliterate.

Innocent make great smoothies

Apple make great mp3 players

Page 23: A brand is a business persons best friend. This presentation was authored by Richard Huntington. In accordance with the Creative Commons Licence for adliterate.

And these days no brand is invincible faced with a superior

competitor

Page 24: A brand is a business persons best friend. This presentation was authored by Richard Huntington. In accordance with the Creative Commons Licence for adliterate.

Hoover thought they had a great brand until Dyson arrived

and stole their lunch