Branding? January 7, 2009 WINSTANLEYPARTNERS
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Branding?January 7, 2009
WINSTANLEYPARTNERS
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Communications Continuum
Branding Transacting
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Brand Exploration
Brand Development
Brand Platform
Marketing & Advertising
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Brand Exploration
Brand Development
Brand Platform
Marketing & Advertising
Concept
Promise
Strategy
Execution
Conditions
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Who are you?
Who you think you are?or
How others perceive you.
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Why are you?
—Jeff Immelt
Credible Unique Valuable Desirable
Where’s the value?
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What, to whom.
Product
Customer’s View
Description
Positioning
Strategy
VOX
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To whom, what.
The Customer
Product Story
Relevant
Understandable
Valuable
Resonating VOX
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Case Studies
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Spalding: Around the Rim and In…
Purchased from private equity owner
Needed focus and brand repositioning
Low marketing investment
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Spalding: Around the Rim and In…
Great brand equity
Good professional affiliations
Retail consolidation
Uneven brand perception
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Spalding: Around the Rim and In…
Strong brand assets
- Heritage
- Authenticity
- Performance
Fractured image among consumers
Basketball is key!
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Spalding: Around the Rim and In…
1. Varsity Competitor
Male 16-24
Serious athlete
Sports junkie
2. Pick-up Player
Male 20-28
Competitive
Not price sensitive
Competes to win.
Uses sports to challenge self.
Wants best equipment available.
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Spalding: Around the Rim and In…
New Brand Vision
“Spalding is committed to being the highest quality brand of authentic sporting goods equipment in the world. Our reputation will be built on the courts and the fields of play, and serious athletes will trust Spalding equipment when they want the very best.”
No glitz, no hype
Respect for the game
Equipment for superior performance
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Spalding: Around the Rim and In…
New Identity
True to the Game
Aligns withnew positioning
Integrated with Spaldingwordmark
Contemporary
Appeals to coreconsumer
Memorable
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Spalding: Around the Rim and In…
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Eaton Vance Advisors Institute
Strong corporate brand in high-end financial circles.
Very sophisticated products, many “best in class.”
Competition is increasing.
Products sold via sales channel to advisor channels to end consumer.
Sales force needs to “add-value” to relationship with advisors.
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The Process
Survey competitive “institute” programs for best practice.
Move beyond product relationship to advisory business support.
Build value story to sales, create differentiation.
Build value story for end-use advisors.
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The Concept
Expand relationship by providing advisory tools focused on:
Better business practice.
Professional Development.
Leverage existing Eaton Vance brand to create new institute identity.
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The Challenge
The value proposition resonates
in a demographic once removed from the source.
EVAI EV sales EV clients
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Two Options
EVAI EV sales EV clients
Push
EVAI EV sales EV clients
Pull
OR
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The Promise
EVAI Brand Strategy Statement
The Eaton Vance Advisor Institute caters to the highest end of the advisor marketplace by helping them develop unique solutions and strategies for today’s affluent. We do so by offering a range of innovative programming designed to deepen the conversation, strengthen relationships and elevate the client experience.
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“The griffin is a mythical beast – a cross between a lion and an eagle. The lion represents strength, the eagle range. Combined
they represent wisdom and fortitude.”
Alexander Nisbet—attributed to Chassaneus, as translated from Latin 1722
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Build Internal Brand
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Create External Value
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Explore / Define
Who are you?
Why are you?
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The Story & The Promise
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Hear & Execute.
What, to whom.
To whom, what.
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The Strategy & The Tactics.
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The Customer’s perception is your reality.
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It’s hard to be simple.
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It’s easy to be better.
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See. Say.Think.
Thank You.
WINSTANLEYPARTNERS
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