Grow Your Business

PATTON BRAND STRATEGY, LLC

GROW REVENUEHow to Activate Magnetic Forces Between You, Your Customers, and Your Prospects

PATTON BRAND STRATEGY, LLC©2011 Patton Brand Strategy, LLC

PATTON BRAND STRATEGY, LLC

Patton Brand Strategy• Growing Revenue and ROI by growing brands• Investing in websites, social media, advertising and promotions

without a growth strategy is a fast trip to wasted investment and underperforming ROI.

Marketplace

TargetsBrand

©2011 Patton Brand Strategy, LLC

PATTON BRAND STRATEGY, LLC

Grow Revenue

Brand Targets

Forces of Attraction

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The Big Lie: Grow or Die!

Sales

Quarters

• All growth is not healthy• Bad growth can kill a company

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Revenue Growth is Not a Smooth Curve

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Beating Markets is Tougher than Most Leaders Believe.

Real 1965–2008 revenue growth for the 500 largest nonfinancial

companies in the United States median was 5.4% a year.

Sustaining top-line growth: The real pictureMAY 2011 • Bing Cao, Bin Jiang, and Tim KollerSource: Corporate Finance Practicehttps://www.mckinseyquarterly.com/Corporate_Finance/Performance/Sustaining_top-line_growth_The_real_picture_2807

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The Truth About Growth: It’s Messy• It’s disruptive• It’s risky• It’s not a smooth curve • It’s expensive• It’s not always profitable• It requires change• It’s necessary

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The New Growth Model20th Century Push Strategy

• Sell more• Make more• Advertise more• Tell them what you have

21st Century Pull Strategy

• Starts with customers and prospects• Hyper-Competition• Technology• Rapid Change• Uncertainty – social,

economic, legislative, climate• Ask them what they want

PATTON BRAND STRATEGY, LLC

Fundamental Growth Strategies• Retain and grow existing share• Acquire new share:• Expanding market• Take competitors’ share

TargetsBrand

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Good Growth is Smart Growth• Smart growth is strategic, disciplined and sustainable• Provides superior value• Profitable• Scalable• Fits the company mission, goals and business plan

PATTON BRAND STRATEGY, LLC

5 Essentials of Smart Growth1. Define your revenue growth goals2. Create and own a value proposition3. Activate the Forces of Attraction

• Outside-In • Inside-Out

4. Create a “Why?” and “What if?” culture5. Bring in experts to fill the gaps

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1. Define Your Revenue Goals• Growth for the sake of more money?• Growth for investors?• Grow, sell, move on?• Grow a sustainable business for the long haul?• How large is ideal?• What’s in your business plan?

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What Do You Do?

Who Are You?

Why Should I Care?

2. Create and Own a Value Proposition

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Who Are You?

• Mission• Guiding Principles• Personality• Culture

PATTON BRAND STRATEGY, LLC

What Do You Do?

• What do you sell?• What makes you the best?• What is the unique truth that sets your company apart from

competitors?

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Why Should We Care?• What is the most meaningful and motivating value that you can

deliver better than anyone else?• Rational Benefits• Emotional Benefits

• TOSS it• True• Ownable• Significant• Sustainable

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Drive Internal Focus and Alignment

Drive External Focus and Alignment

Drive Business with a Powerful Value Proposition

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3. Activate the Forces of Attraction

Brand Targets

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Outside In ForceKnow Your Customers Intimately• What do they value?• Why?• Why?• Why?

• How will you be the best to deliver on that value?• What would they value that they don’t even know about?• How will you align your organization to deliver it?

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Outside In ForceAnalyze, Segment and Activate• Who is…• Most profitable?• Future growth opportunities?• Best evangelists?• Most loyal? Why?• Least loyal? Why?• What do they want?• What do they want that they don’t even know about?• What do they think about your company? Why?• How do you know?

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Inside-Out ForceAlign and Activate Your Organization“The danger of self-inflicted wounds is greater than competition threats.”

Smart Growth, Edward D. Hess, Columbia University Press

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The Inconvenient Truth: Businesses are Lousy at Fully Developing Internal Alignment for Success

Brand Targets

Forces of Attraction

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Create Alignment Within Your Company• “…in each new information revolution, decision rights

have been pushed lower in the organization.” A Long-Wave Theory on Today’s Digital RevolutionHistorian Elin Whitney-Smith looks at previous periods of disruption to understand what companies (and people) are going through today. by Art Kleinerhttp://www.strategy-business.com/article/00074?pg=allPublished: May 16, 2011

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Inside OutUse Your Value Proposition to Build Your Business

• Culture• Organization • Processes• People • Leadership• Measurement• Rewards

Value Proposition

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4. Create a “Why?” and “What if?” Culture

“I have no special talents. I am only passionately curious.”- Albert Einstein

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Practice SWOT Analysis

Strengths Weaknesses

Opportunities (How do I use these strengths to take advantage of these opportunities?)

(How do I manage the weaknesses that prevent me taking advantage of these opportunities?)

Threats (How do I use these strengths to reduce the likelihood and impact of these threats?)

(How do I manage the weaknesses that will make these threats a reality?)

Internal

Exte

rnal

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5. Bring in Experts to Fill the Gaps

• Partner alliances• Government resources• Community resources• Consulting resources

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Summary

1. Now is the time to sharpen the fundamentals that create healthy growth

2. 21st century growth model is a pull model3. Adopt the 5 Essentials and practice them rigorously 4. Align and activate the forces that connect you and your

customers5. Growth is a zigzag process6. Be rigorous and be persistent!

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Thank You!Marketplace

TargetsBrand

Patton Brand Strategy, LLCwww.pattonbrandstrategy.com

Contact Mamie Patton at [email protected] 336.880.8611

©2011 Patton Brand Strategy, LLC All content in this presentation is property of Patton Brand Strategy, LLC.

©2011 Patton Brand Strategy, LLC