How Branding and Positioning Impact Company Value

How Branding and PositioningImpact Company Value

Christopher RyanPresident, Fusion Marketing Partners

Presenters

Our Guest

Christopher Ryan is president of Fusion Marketing Partners. Chris has 25 years of marketing, technology, senior management, and startup experience, and is a widely known expert in business-to-business marketing, sales strategy, systems, and processes.

Your Host

Nate Warren is the host of the Business Planning Expert series and a marketing/advertising/PR writer and editor with more than 25 years of experience across newspapers, startups, and agencies.

A Strong Brand Can Be:

• A boon to your stock price• A sales and profit accelerator• A tool to attract top talent• A magnet to drive merger or acquisition• A company morale booster

“A valuable brand delivers a return for the company on two dimensions. Either it allows the company to charge a premium price or it adds more volume or market share.”- David Reibstein, professor of marketing at the Univ of PA Wharton School.

Attributes of a Brand that Drives Company Value

1. Known by the target audience 2. Differentiates you from all

competitors3. Offers a clear and compelling

benefit4. Respected   5. Timeless

© CBM Confidential

© CBM Confidential

Comparison of Differentiated vs. Commodity Brands

Differentiated Brand• Shorter sales cycle• Less (if any) competition• Premium price points• Higher margins• Lots of inherent value in

brand

Commodity Brand• Longer sales cycle• More competition• Low price points• Lower margins• Little or no inherent value in

brand

World’s Most Valuable Brands

Source: Forbes Magazine 11-5-2014

Brands that Have Declined in Value

Source: Wallst.com and CoreBrand

– Jerry Garcia

The Essence of Brand Awareness

"Success isn't about being perceived as the best at what

you do, it's about being perceived as the only one who does what you do."

Our Guest Today

Christopher Ryan

http://greatb2bmarketing.com

http://www.linkedin.com/in/chrisryanfusionmarketing

http://twitter.com/CRyanFusionMkt

Blog

President, Fusion Marketing Partnershttp://fusionmarketingpartners.com

Center for Business Modeling

View the entire Business Planning Expert Series here.

Watch the full interview with Christopher Ryan here.