Seek Growth for Your Brand For companies who understand the value of building brand... we create innova8ve ideas based on integrated strategy and design to drive the longterm growth of your brand, and your business
Dec 01, 2014
Seek Growth for Your Brand!
For companies who understand the value of building brand...
we create innova8ve ideas based on integrated strategy and design to drive the long-‐term growth of your brand, and your business
Our Approach § We are about growth—the growth of your company, your brand and your team’s performance
§ We are passionate about ideas—the strategic and ar8s8c founda8on for brand-‐driven growth
§ We are customer advocates—unlocking their percep8ons is the key to your brand’s value
§ We are collabora9ve—it’s your brand. We work closely with you to ensure it reflects your company’s core values
§ We are efficient— in a short period of 8me, we can get your brand where it needs to go to grow
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Our Firm § In our sixth year with over 50 years of experience, we are a partnership of sophis8cated strategy and world-‐class design.
§ We offer fully integrated brand development services:
Strategy !
Situational Assessment#
Competitive Audit#
Brand Performance Analysis#
Positioning Strategy#
Hierarchy and Architecture#
Creative Strategy#
Brand Activation Plans#
Brand Design !
Logo#
Tagline#
Design System#
Look & Feel#
Image Bank#
Packaging#
Signage#
Activation !
Naming #
Messaging#
Collateral#
Online Identity#
Touchpoint Strategy#
Advertising#
Social Engagement#
Research !
In-depth Interviews#
Consumer Insights#
Concept Validation#
Copy Testing#
Brand Tracking#
Marketing Performance#
Employee Brand Engagement#
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Greg Sieck President
§ Greg Sieck is a 25 year brand marke8ng expert having worked in adver8sing, marke8ng opera8ons and consul8ng for a variety of consumer and B2B brands. His most visible work prodded beer drinkers to “Stop and Taste the [Miller] High Life”, cell phone users to “make their [AT&T] Wireless phone their only phone” and fast food fana8cs to ‘Think Outside the Bun” at Taco Bell.
§ As VP Brand and Adver8sing at Intel, Sieck led the global launch of the Intel Centrino Mobile Technology brand, resul8ng in 7 million new “Unwired” laptop users within the first 12 months of availability.
§ He was responsible for developing the global posi8oning and launch program for the Avaya brand, and introduced mul8ple new products for Mazda.
§ Greg is a member of the CMO Council, IAF and AMA and is o[en quoted in industry and trade press for his expert opinions on branding and marke8ng.
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§ Victoria Miller is a designer and crea8ve director with 20 years of integrated brand marke8ng experience on projects ranging from corporate branding and package design to web strategy and interac8ve adver8sing. She has helped many brands carve their niche in the marketplace, designing for the likes of Cisco, Nestlé, Disney, Wolfgang Puck Foods, Mabel, J. Paul Geby Museum, Restora8on Hardware, and CBS.
§ She led the global online and offline direct marke8ng for Oracle and also directed online adver8sing for Microso[. For Lexus, she was key to the launch of the SC conver8ble, designed collateral, and later created insideLexus.com, the netzine for owners.
§ Victoria’s work has been awarded a Clio, is included in the Smithsonian Ins8tute’s Permanent Collec8on of Design, and has been published in many industry publica8ons and annuals. She was on the board of the Los Angeles Museum of Contemporary Art Contemporaries, is a member of the AIGA, and has lectured at UCLA and taught at FIDM.
Victoria Miller Crea8ve Director
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§ In addi8on to Greg and Victoria, the SieckGrowth team includes specialists in research, crea8ve, online and offline produc8on, media planning, CRM and marke8ng performance analysis.
§ Our hand-‐picked and proven resources are seamlessly integrated into client engagements on an as-‐needed basis to meet project objec8ves.
Extended Team
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Clients Served
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Consumer Products & Services Baja Fresh/Wendy’s
BART (SF Bay Area Rapid Transit)
Bioform/Radiesse
Cargill
FoodMaxx
Kroger
Lucky Supermarkets
Luxomca/Oakley
Mabel
Mazda
Nestlé
SaveMart Supermarkets
Taco Bell
Wes8nghouse
Wolfgang Puck Foods
Consumer Technology
AT&T
Dexcom
Dolby
Electronic Arts
I’m-‐in-‐Control
Intel
Microso[
Plantronics
Roku
SunPower
Trend Micro
Business-‐to-‐Business Adobe
Health Strategies Group
Avaya
Brand.net
Brocade
Calypso Technologies
Cisco
Coverity
Ericsson
Intechra
Informa8on Resources (IRI)
JBoss (Red Hat)
Oracle
Applied Materials
Regus Group/HQ
Salesforce.com
Sun Microsystems
Telephia/Nielsen
Websense
Marke9ng Services Agencies
22 Squared
Division of Labor
Glass McClure
Team One
Grey
JUMBOshrimp
McCann Erickson
Publicis
Our Beliefs about Brand
§ Valued brands are the basis for more valuable companies and increased shareholder value
§ Brand marke8ng drives higher ROI through increased demand, premium pricing, and reduced risks
§ Strong brands create a plaporm for business expansion poten9al
§ Building brand is a long-‐term proposi8on based on vision
§ Brand value is based on an experience built at mul8ple touchpoints
§ Differen8ated brands are based on ideas that integrate strategy and design
§ Brands must evolve to stay relevant and maintain excitement
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Brand-‐Driven Growth Strategies
§ We leverage brand strength to drive growth in four fundamental ways: by enabling greater penetra8on of current markets with current offerings, paving the way for new offerings to current markets, entering new markets with current offerings, or launching a completely new offering to new markets.
§ Poten8al Approaches to Driving Growth:
Current #Offering
toCurrent #Market#
New #Offering
toNew #
Market#
Current #Offering
toNew #
Market#
New #Offering
toCurrent #Market#
#
§ Higher brand relevance via messaging, media selection, packaging, promotion, channel support#
§ Increased awareness via media selection, spending levels, channel visibility#
§ Line extension in the form of improved or adjacent product lines or premium variants to drive higher category share and/or margin#
§ New product leveraging brand credibility with existing target#
§ Distribution channel expansion within current channel to more stores or sites#
§ New channel development beyond traditional channel, online, via dealers or direct marketing#
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Our Process
Category Immersion
Compe88ve Audit
Customer Insights
Brand Assessment
Posi8oning & Personality
Awareness Building
Employee Training
Lead Genera8on
Channel Programs
Product Development
Customer Service
Market Development
Acquisi8ons
Strategic Partnerships
Brand Idea
Design & Messaging
§ We immerse ourselves in your business to understand your core values and develop insights about what is most important to your customers. These insights are the inspira8on for a focused idea that is woven into every aspect of your brand.
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Customer Analysis Marketplace Analysis
Channel Analysis Compe99ve Analysis
§ Target customer segmenta8on § Decision-‐making antes & drivers § Func8onal and emo8onal benefits
§ Unmet needs
§ Channel segmenta8on § % of sales by channel § Channel experience for consumers
§ Impact of display and promo8on
§ Product/service offering scope § Market strategies § Brand image and posi8oning
§ SWOT analysis
§ Industry trends § Market factors § Compe88ve factors
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Market Opportunity Iden9fica9on
§ In today’s markets, with sophis8cated customers, prolifera8on and parity of offers and mul8ple channels, companies must leverage superior market and customer insights to develop an unfair compe88ve advantage
Brand Reputa9on Heritage, strengths and
competencies as perceived by stakeholders
and customers
Brand Character Insights into the values,
personality and tone
Brand Value
The founda;on for a price premium and
share growth
Brand Benefits Func;onal, emo;onal and expressive benefits
Brand Performance Analysis*
§ We assess the brand on four over-‐arching principles and u8lize these insights to develop overall strategy for the corporate brand and sub-‐brands such as products, services and ingredients
12 *based on David Aaker model
Quality
Price
Low/Low
High/High
Low/High
Low/High
Benefit Hierarchy
Emotional
Functional
Expressive
Brand as Symbol
Brand as Experience
Brand as Person
Heritage
Strengths
Competencies
Brand Iden9ty Comprehensive ar;cula;on of what the brand
will stand for over ;me
Brand Posi9oning Key messages for specific audiences that
differen;ate and demonstrate an advantage over compe;tors
Essence Summary of the brand
Core Iden9ty Core values of the brand
Extended Iden9ty Personality and texture elements
Key Benefit
Reasons to Believe
Brand Posi9oning Statement For (target/
mindset), (brand) is (frame of reference) that (key benefit)
because (reasons to believe).
Target
Frame of Reference
Posi9oning Framework
Brand Iden9ty & Posi9oning*
§ Developing an enduring brand iden8ty and using it effec8vely as the strategic founda8on is cri8cal to differen8a8on and relevance
13 *based on David Aaker model
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Preference
Purchase
Loyalty
Considera9on
Awareness
Customer Purchase Funnel
Key Elements of Marke9ng Strategy
§ Target customer defini8on
§ Tailored offering development
§ Dis8nc8ve & profitable channels
§ Communica8ons management
§ Sales & marke8ng capabili8es
§ Our objec8ve is to create greater efficiency and effec8veness in moving customers through the purchase funnel
Marke9ng Strategy and Planning
“Overarching Brand Message”
Segment A Segment B Segment C
Offer 1 “Version 1A” n/a n/a
Offer 2 n/a “Version 2B” “Version 2C”
Offer 3 “Version 3A” n/a “Version 3C”
§ Clear and relevant messaging for the brand and key offerings as it applies to customer segments is cri8cal to represen8ng the brand consistently
Brand Messaging Matrix
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Financial Metrics
Performance Metrics Percep9on Metrics
Brand Inputs Business Impact
Examples: § Awareness § Understanding § Relevance § Credibility § Differen8a8on § Extendibility § Purchase Intent § Worth What Paid § Preference
Examples: § Cost per Lead § Cost per Sale § Conversion Rate § Revenue per Customer § Op8miza8on Rate § Share of Wallet § Advocacy/Referrals
Examples: § Revenue Growth § Margin/ Margin Growth § Brand Value § Return on Marke8ng Investment
§ We deliver insights that guide future investments by evalua8ng the impact of brand investments on results Brand and
Marke9ng Impact
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Case Study § AT&T Wireless was a loose federa8on of local carriers with only a logo in common. Compe88on at the local level was fierce and costly as no brand differen8ated itself on anything but the price of service. With the launch of AT&T Digital One Rate, AWS transformed the wireless industry overnight and drove its new subscriber growth at twice the industry average. Sieck led the strategy development, communicatons planning and launch effort.
AT&T Wireless
Brand idea: With AT&T Digital One Rate, you’re free to use your wireless phone.
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Case Study Taco Bell
§ Taco Bell was in its third consecu8ve year of declining traffic counts when it realized it had lost sight of its customer—”I’ve changed, you haven’t” was one customer’s lament. Management sought to reposi8on the brand from a quirky, Mexican fast food joint to a mainstream fast food restaurant that provided a bolder experience than the burger places. America learned to think outside the bun and traffic, average check and YUM! Brands’ profits have shown consistent growth. Sieck led customer insight, strategy and execu9on.
Brand idea: If you’re thinking about a burger, choose something more exci8ng.
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Brand idea: Now you’re free to live and work the way you want to, from wherever you want to.
Case Study Intel Centrino Mobile Technology
§ Seeing the wireless compu8ng wave as a key driver of growth, Intel developed its first ingredient brand based on something other than speed. Centrino Mobile Technology delivered mobile compu8ng to the masses. The result: seven million units sold globally in year one—at a premium price. Sieck led the posi9oning, plan development, and execu9on.
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Case Study § The world’s largest operator of temporary office space was faced with the challenge of the new mobile workforce—these days a cell phone, laptop and internet connec8on is all anyone really needs. The brand strategy of “removing the boundaries of the tradi9onal workplace” led to a host of new products and services that were not linked to ren8ng office space—everything from on-‐demand conference facili8es anywhere in the world to virtual administra8ve assistants 24/7. Not only has occupancy in office centers increased, overall penetra8on of the marketplace has grown five-‐fold.
Regus Group
Our role: Regus depended on Sieck Growth for customer insight, posi8oning strategy, hierarchy, naming, and tagline.
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Case Study Dolby. Every Bit Amazing
Our role: Sieck Growth was integrally involved in global brand management for over two years and provided customer and consumer insights, strategy, naming, and crea8ve direc8on and resource management.
§ Dolby is known as the gold standard in sound in movie theaters and consumer home audio devices around the world. But Dolby was expanding their product line beyond the theater and the living room to capture new revenue in portable devices, PCs, and via new products that improved picture and sound to become the gold standard in digital entertainment. A new brand posi9oning broadened the brand to stand for a “more immersive entertainment experience” with the tagline Every Bit Amazing. The new strategy launched at CES, and Dolby stock price con8nues to climb.
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Case Study Kroger clipSmart
Our role: Posi8oning strategy, naming, design, messaging, launch planning
§ Kroger, the world’s largest grocery store company, developed new technology that allowed members of their Shopper Cards to download coupon offers directly from the web to their personal accounts, making clipping coupons obsolete, and receiving product discounts easier than ever before. The clipSmart™ program was launched across the en8re Kroger system in-‐store and via adver8sing and direct mail. Today, thousands of offers from P&G, Unilever and others can be downloaded from hundreds of coupon sites just by clicking on the clipSmart logo.
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Contact § To capitalize on your brand’s poten8al, Sieck Growth.
#Mill Valley, California#www.sieckgrowth.com#
#o 415.389.1011#c 415 717.4460##
#Greg Sieck#[email protected]# 23