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My objective is…
My objective is…
Three things to remember…
1. Drive the process
2. Know your customer,
manage their
expectations & impress
3. Be original, innovative
& creative
The challenge…
What is a brand?
Some say experience, but it is far more…
…an illusion that provides and enhances
customer self ...
+
A brand is not …
• A Trade Mark (These are legal properties.)
• A Mission Statement (This is a reminder.)
• A Logo or Slogan (These are your signatures.)
• A Product or Service (These are just the tangibles.)
• Advertising (They deliver your messages.)
Branding is…
Look with your
heart…
Brand manager is…
Little Prince…
OLD MARKETING
MODERN MARKETING
Consumer
Before...
Now!
Understand the business
understand the consumer
and
… be different
… be different
INNOVATIVE
and
EFFICIENT + EFFECTIVE!
INNOVATIVE
and
EFFICIENT + EFFECTIVE!
What is your total market potential?
I don’t know you exist
Awareness – I know you
Image – l like you
Purchase intention –
I want to buy
Product availability
Actual
purchase
?
AIDAS – engage your customer/partner
•Interest
•Desire
•Action
•Satisfaction
•Attention
22
Know the law of the Few
10% INFLUENCE PURCHASING BEHAVIOR OF OTHER 90%
The most important thing is…
… TO DIFFERENTIATE
To stand out…
This was, is and will be the only way!!
Ask yourself: “What are we actually
selling?”
What are consumers buying?
What do we have to stress out when
communicating to the customers?
• Qualifiers
those competitive characteristics that we must exhibit to
be a viable competitor in the marketplace.
• Order winners
those competitive characteristics that cause customers to
choose our brand over our competitors. Order winners
can be considered to be our competitive advantages.
• Non-issues
Those characteristics that do not enter into the
competitive picture for that market niche.
Do we understand the customer – consumer?
His/her needs and wants?
State of art preparation is ¾ success!
Understand your customer and
make your point!
Brand Management = Story management
There is only one
essential
question
What makes us
UNIQUE?
What is our unique
outstanding,
inspiring,
STORY.
Rational + Emotional
… and inspire.
Story, that will persuade …
That will seduce…
all 5 senses…
No Story, No Glory
Be Brave!
No brand is everything to everybody.
Be clear…
Be shocking…
Use humor…
Surprise them …
Seduce them…
Price of the chocolate?
Your good deed and
some money …. :-)
Impress them…
Who? Škoda owners???
Make them the HERO…
Choose the right touch point…
You can even tell it without words…
Find a partner – co-branding
Go for unconventional…
Boost your sales…
Make changes…
Small changes big success…
I have a great
news!
You have only three ways to succeed as
a brand manager…
1. Original &
creative
2. Rich “sponsor”
And yes, there are other ways to make a career
People pay for what makes them happy.
• Some people are happy with simply getting the best deal, but many
are willing to pay a premium for better service
THE CORE = uniqueness:
• Soft and wild as Claudia
RATIONAL and EMOTIONAL REASONS TO BUY:
• Feeling good,
• Quality material, • being sexy and seductive,
• adoration,
• Trendy
• “Suitable” price
ALL THAT IS DETECTED BY OUR SENSES:
• Appealing design,
• Attractive packaging
• promotion
BRAND structure – Lady’s underwear
The brand DNA
“TANGIBLE” ATRIBUTES
TO BE NOTICED BY
CONSUMER
VALUE
TO BE BOUGHT BY
CUSTOMER
BRAND PERSONALITY
CUSTOMER LOYALTY
INTIMA
Vir A. Pompe Branding
To Sell or To Brand?
USP USP
Unique Selling
Proposition
* Reeves, 1960 - 1970
Unique Selling
Personality
* Bates, 1989
How to manage a brand?
If we are just another supplier…
Position yourself as No. 1…
• Illy – only one aroma of coffee
• Nike – recruit only the best athletes no
matter the cost
• Apple – Challenge the unchallengeable
• Droga/Cocta – Focus on brand, then sales
• Princes Diana – Speak to people‘s hearts
• Red Bull - Leverage the “outcasts - in-casts”
Understand the strengths and weaknesses of the brand...
FUNCTIONAL
SPIRITUAL
MENTAL SOCIAL
INNER
FUNCTIONAL
SPIRITUAL
MENTAL SOCIAL
INNER
Describes the unique characteristics
of a product or service.
Do others accept it? Dealing with the experience of the users’
interaction with the environment.
Do I accept it? Brand influences people and forms a
new value in the mind of the consumer.
Mission, vision and values behind the brand that connect directly with the consumer higher
values and aspirations.
The perspective of brand owner, manager, …
Understand the strengths and weaknesses of the brand...
3 dimensions of a star brand manager
Emotional • I connect with the brand
• We have same values
• I belong
• I live in the spirit of the
brand
Intellectual • I understand the brand DNK
• I know what brand stands for
• I know our differentiation/
unique selling propositions
• I know where we are going
• I know how we will get there
Behavioral • I am familiar with
action plan – I have one
• I understand my
responsibilities,
duties and tasks
Lack of
energy and
passion
Lack of
consistency
Lack of
action
Identification
with the brand
Your mark or Love mark?
Your brand/mark or Love mark?
Your brand/mark or Love mark?
Your brand/mark or Love mark?
Your brand/mark or Love mark?
Empathy map
How to assess your brand position?
The five forces that shape your industry…
Marketing communication mix
Who are you targeting with your
communication?
Don’t fall into communication
trap…
Be always one step ahead of the competition
Bagging for some more, or…?
Marketing is
making
love…
For making
love
you need…
a partner!
Pages are glued together
Be honest with your customers…
Do not judge an idea to soon!
“Success is
for the
brave!”
Creatoor
What can we compete in?
• Quality
• Conformance
• Perception
• Delivery
• Speed
• Reliability
• Product design
• Technology
• Features/options
• Range
• Flexibility
• Service
• Internal
• External
• Image
• Location
• Expertise
• Appearance
• and
• Last key on the piano - Price
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