Zhan Branding Presentation

B d St t D l tBrand Strategy DevelopmentZahn Center for Entrepreneurship

Vince FerrarobOctober 3, 2013

VincentFerraro.com@vincelferraro@vincelferraro

History of Brandingy g

• Course of Brand and Product Strategy lectureCourse of Brand and Product Strategy, lecture on Branding. Teacher: Erik Roscam Abbing

• Retrieved from Branding as an ongoing, • Retrieved from "http://www.wikid.eu/index.php/Brand"

unique customer relationship and dialog

Course of Brand and Product Strategy lecture on Branding Teacher: Erik RoscamCourse of Brand and Product Strategy, lecture on Branding. Teacher: Erik Roscam Abbing. Retrieved from "http://www.wikid.eu/index.php/Brand"

Brand First. Branding Second.Brand First. Branding Second.

Thoughts on Establishing and Building a Brand in a Crowded Market

Brand Before MarketingBrand Before Marketing

(c) Vince Ferraro

All Great Brands Start With A Vision“The idea gradually dawned on me, that what we were doing was not gmerely making dry plates, but that we were starting out to make photography an everyday affair… to make the y ycamera as convenient as the pencil."

‐ George Eastman

But Brands Go Through LifecyclesBut Brands Go Through Lifecycles

Brands Have LifecyclesBrands Have Lifecycles

There Are Many Successful BrandsThere Are Many Successful Brands

Failed Company and Product BrandsFailed Company and Product Brands

Resurrected BrandsResurrected Brands

Be Careful – Some Brands Offend

What is A Brand?What is A Brand?

There are many definitions. MultipleThere are many definitions. Multiple perspectives. Different roles.

What is a Brand? Some QuotesWhat is a Brand? Some Quotes“Like human beings, all brands are born equal. The trick is to prove one isn’t. Branding is the art and science of identifying and fulfilling human physical and emotional needs by capturingfulfilling human physical and emotional needs by capturing attention, imagination, and emotion long enough to make money from it.” Idrii Motee

“ the promise the big idea and the expectations that reside… the promise, the big idea, and the expectations that reside inside the head of each customer’s mind about a product, service, or company …the brand is shorthand. It stands for something.” Alina Wheeler

“ … a set of mental associations, held by the customer, which add to the perceived value of a product or service.” Kevin Lane Keller

“ b d b d h d fl“… a brand is a concept … a brand shapes and reflects our quest for meaning.” Bobby J. Calder

“A brand for a company is like a reputation for a person. You earn p y p preputation by trying to do hard things well.” Jeff Bezos

Why Branding?Why Branding?• Consumers face a dizzying array of choices.

• Products drift towards commoditization.

• A brand differentiates a product from similar offerings.

• A brand reduces the need to compete on price alone

ButBut ….

• Brands cannot be stretched too far

• Customers buy brands … not companies

Branding Strategy ApproachesBranding Strategy Approaches • The “Branded House” – In this approach, the company is the brand. All products and services

i hi h ill b b f h i b d A d l f b d dwithin that company will be subsets of the primary brand. A good example of a branded house is Apple. They use a singular name across all of their activities. To all of their stakeholders they are know simply as “Apple”. They may have different categories/divisions (iPod, Mac, iTunes, iPhone, etc…) but they all have to fall under the scrutiny of existing b di t t i d t d d M t f B2B b ibranding strategies and standards. Most common for B2B businesses

• The “House of Brands” – This architecture focuses of the branding of multiple sub‐brands while the primary brand gets little or no attention. Proctor & Gamble is a perfect example. Under P&G there are dozens of brands, including Pampers, Duracell, Gillette, and Tide just to name a few. However, P&G gets very little prominence of itself, and adds no real credibility to any of it’s products. Most common for B2C businesses

• The “House Blend” – This is an architecture based on the development of sub‐brands with the added credibility of the existing parent brand. Google, for example, started as a search y g p g pengine then continued to establish the primary brand through offerings such as Gmail, Calendar, and Maps. Eventually, they began to acquire other, smaller tech companies such as Blogger, Picasa, and YouTube. These acquisitions maintained their existing brands but gained credibility through the primary brand of Google.

January 12, 2015 Vince Ferraro 15

3 Branding Approaches

Source: http://graphicdesign.stackexchange.com/questions/20143/logo‐families‐ecosystems

How Does A Brand Get Through Blah, Blah, Blah?

How Do You Build A Successful Brand?

Do You Think This is a Coincidence?

Or This?

What Does A Brand Do?• They remind us of a past product/service experience. They

communicate how we see ourselves. Brands are a fantasy and escapism. A brand is often an umbilical cord to a world elsewhere.

• Brands represent a world as it ought to be, not how it is. Brands represent values and ideals. They simplify our day.

• Brands help satisfy a need to belong to something larger than ourselves At the same time they help us to express ourourselves. At the same time, they help us to express our individuality

Successful Brand Management Requires:

• Understanding your brand’s assets and liabilitiesUnderstanding your brand s assets and liabilities• Knowing who you are…and are not• Creating experiences your customers value and wantCreating experiences your customers value and want

from you• Being genuine and relevant in all your communities• Understand alignment necessary between your promise

and how you deliver that promise


Brand ManagementBrand Management

• What it isn’t:What it isn t:– Advertising aloneImage creation and measurement– Image creation and measurement

– Logo’s and identity; templates and standardsB d “P li ”– Brand “Police”

– Focusing on current customersU d di h b d d– Understanding the brand today

– The responsibility of one group


One Model ‐ The Brand PyramidOne Model The Brand Pyramid

Source: http://www.noesismarketing.com/building‐a‐brand‐pyramid/

Brand Development ProcessBrand Development Process

• Personality and ArchetypesPersonality and Archetypes• Storytelling• BHAGs• BHAGs• Value Proposition vs. USP vs. Elevator Pitch• Tag Lines• Naming• Visual Identity


All Brands Need An Archetype ( l ) h ’(Personality) ‐What’s Yours?

How Archetypes Get Applied to Brandsyp pp

All Brands Need A StoryAll Brands Need A Story

Find Your BHAGFind Your BHAG

Create a Value PropositionCreate a Value Proposition

How Value Propositions Can DifferHow Value Propositions Can Differ

• Victoria’s Secret vs Fredrick’s of HollywoodVictoria s Secret vs. Fredrick s of Hollywood• Subway vs. Jersey Mike’s or QuiznosC i l C i li i C i li• Carnival Cruise line vs. Disney Cruise line

• Dominos vs. Papa John’s• Fedex vs. UPS• Coke vs PepsiCoke vs. Pepsi• McDonald’s vs. Jack in the Box

HINT: Look for the BIG change opportunity in your industry and how you can be better or different

Create Your Elevator Pitch

Source: http://techcrunch.com/2010/11/03/madlibs‐pitch‐adeo‐ressi‐founder‐institute/

Create Your USPCreate Your USP• In our highly competitive world, you have to be unique and fill a

i l i h t b f l i th k t lspecial niche to be successful in the marketplace.• Being unique and positioning themselves as the best choice in the

market. How do you show that your product or service is the best?• This is not fluff You need to be able to deliver on your USP and• This is not fluff. You need to be able to deliver on your USP and

exceed customer expectations.• Unique Selling Proposition or "USP". Having a USP will dramatically

improve the positioning and marketability of your company andimprove the positioning and marketability of your company and products by accomplishing 3 things for you:1. Unique ‐ It clearly sets you apart from your competition,

positioning you the more logical choice.2. Selling ‐ It persuades another to exchange money for a

product or service.3. Proposition ‐ It is a proposal or offer suggested for acceptance.

Examples of Successful USPsExamples of Successful USPsExample #1 ‐ Package Shipping Industry• Pain I have to get this package delivered quick!• Pain ‐ I have to get this package delivered quick!• USP ‐ "When it absolutely, positively has to be there overnight." (Federal Express)

Example #2 ‐ Food Industry• Pain ‐ The kids are starving, but Mom and Dad are too tired to cook!g,• USP ‐ "Pizza delivered in 30 minutes or it's free." (Dominos Pizza)

(This USP is worth $1 BILLION to Dominos Pizza)

Example #3 ‐ Real Estate IndustryP i P l t t ll th i h f t ith t l i th d l• Pain ‐ People want to sell their house fast without loosing money on the deal.

• USP ‐ "Our 20 Step Marketing System Will Sell Your House In Less Than 45 Days At Full Market Value“

Example #5 ‐ Cold Medicine Industryp y• Pain ‐ You are sick, feel terrible, and can't sleep.• USP ‐ "The nighttime, coughing, achy, sniffling, stuffy head, fever, so you can rest

medicine." (Nyquil)

Tag LinesTag Lines

• What is a tagline, you ask? It can often called a slogan, motto, g , y g , ,catch phrase, trademark line• It's a shortened benefit‐driven version of your USP that's 100% f d h t b d/ d t/ i d ffocused on what your brand/product/service does for your customer (what's in it for them)• 5 criteria ‐ clarity, simplicity, unique, benefit‐driven, and brand‐y, p y, q , ,driven.

2 Types of Tag Linesyp gMake You Money: Relevant and Benefit‐DrivenThese are the ones that make you stop and think. When you hear them they stick in your mind and conjure up the specific images emotions and benefits the brand wants you to experienceand conjure up the specific images, emotions and benefits the brand wants you to experience. Examples:“Because so much is riding on your tires”“When it absolutely positively has to get there overnight”“A i b bi th R b l b h i ”“American by birth, Rebel by choice”“15 minutes can save you 15% or more on your car insurance”“The customer is always and completely right”“The most exciting two minutes in sports”

Cost You Money: Meaningless FluffThese are the cute and snappy but utterly useless taglines that do nothing for the brand they are attached to, and the only way they catch on is through massively expensive and exhaustive marketing campaigns over time.Examples:“We bring good things to life”“Have it your way”“Just Do It”“Eat Jimmy Dean”“Drive One”“We want you to live”

11 Elements to A Successful Name11 Elements to A Successful NameWhat Makes A Memorable and Iconic Brand Name?

1. Short, simple and easy to remember2. Stands out and piques interest3 Congruent with your image message and industry3. Congruent with your image, message and industry4. Easy to pronounce and spell5. Not already being used elsewhere6 Different from your competition6. Different from your competition7. Evokes emotion, images or feelings8. Doesn't contain vulgarity 9. Uniqueq10. Fits perfectly with your mascot or logo11. Has a positive meaning

21 Types of Namesyp Acronyms and Initials – created from or morphed into initials. M&M's, IBM, UPS, USPS, D&B, NBC, LG, BMW, KFC, AAA Descriptive – describes the product or a characteristic. Nestle Quick (instant drink), General Electric, Toys R Us, Whole Foods, Bisquick,

General Motors, YouTube, Cinnamon Toast CrunchGeneral Motors, YouTube, Cinnamon Toast Crunch Evocative – creates an image in your mind. London Fog, Amazon, Crest, Adobe, Febreze Neologism – brand new made up word. Verizon, Kodak, Evian, Oreo, Wii Amalgam – created by putting two or more words together. Nabisco (National Biscuit Company), FedEx (Federal Express), Eliseon (Elite

SEO Network) Alliteration and Rhymes – Contains identical consonant sounds. Piggly Wiggly, Dunkin' Donuts, PayPal, Krispy Kreme, Micky Mouse, Porky

Pig, Fred Flintstone, Seattle Seahawks, Nutter Butter, Reese's Pieces, Coca‐Cola Foreign Word – has a significant and relevant meaning in another language. Volvo (I roll), Lego (play well), Nestle (nest) Nickname – Adidas (Adolf Dassler), Kinkos (creator was nicknamed "Kinko" because of his curly red hair) Founder's First or Last Name – Ben & Jerry's, Newman's Own, Disney, Papa John's, Wendy's, Nordstrom, McDonalds, Ferrari, and

Woolworths F d ' I iti l HP (H l tt P k d) H l D id (Willi H l d A th D id ) d JBL (J B L i ) Founders' Initials – HP (Hewlett‐Packard) Harley Davidson (William Harley and Arthur Davidson), and JBL (James B. Lansing) Your Full Name – this is always a safe choice if you want to create a brand about yourself. Think Tony Robbins, Brian Tracy, Guy Kawasaki,

Dr. Phil, Donald Trump and a slew of other celebrities, authors, experts, business leaders, and speakers Ingredients – Borax (borax), Chlorox (Chlorine and hydrogen peroxide), Pepsi (pepsin), Books‐a‐Million Location or Geography – Philadelphia Cream Cheese, Mississippi Cheese Straws, Land O' Lakes, Fuji Film, Fiji water, Cisco Merged – this happens sometimes when two companies merge. ExxonMobile DaimlerChrysler AG Cadbury‐SchweppesMerged this happens sometimes when two companies merge. ExxonMobile, DaimlerChrysler AG, Cadbury Schweppes Mimetics – alternate spelling. Tumblr, Scribd, Flickr, Krispy Kreme, Digg, Topix, Google, RAZR Humor/Slang – something fun, unique and full of personality but no real meaning. Yahoo!, Cracker‐Jacks, Goodfellas Personification – creating a name based on a character or mascot. Green Giant, Midas Mufflers, Little Debbie, Betty Crocker, Aunt Jemima Onomatopoeia – uses a sound that associated with the function of the product. Twitter, Meow Mix, Nestle Crunch Phrase – using several words to create a phrase or image with a clear and obvious meaning. I Can't Believe It's not Butter, Seven For All Phrase using several words to create a phrase or image with a clear and obvious meaning. I Can t elieve It s not utter, Seven For All

Mankind, LinkedIn, MySpace, Dropbox, Facebook Portmanteau – combining two words and their meanings into one. Pinterest (pin + interest), Travelocity (travel + velocity), Microsoft

(micro + software) Ordinary Re‐purposed Words – Sun Microsystems, Apple Computers, Blackberry, Bluetooth, Jaguar Motors, Stone Brewery

Visual IdentityVisual Identity

• The last step in the brand development processp p p• Must be totally consistent with other elements of the brand (e.g. brand promise)

• Forward leaning in orientation• Hire a professional to help youK l t• Key elements:Brand logoTypefaces and fontsTypefaces and fontsTag LineBrand SignatureBrand Signature

Brand Colors Mean SomethingBrand Colors Mean Something

Brand ColorsBrand Colors

Benefits of a Visual BrandBenefits of a Visual Brand

Source: http://www.fluxappeal.com/infographic‐the‐benefits‐of‐visual‐branding/

Brand StrategyBrand Strategy

How Great Companies Manage Brand

Align brand strategy with business strategy.12 Send a clear message to customers about the emotional

and functional benefits offered by the brand.

3 Ensure the consistency of brand messages across business groups and regions.

4 M k ti i ifi t i t t i th b d4 Make a continuous, significant investment in the brand.

5 Align organizational structure with top talent and processes.5 g g p p

6 Define metrics, measurement and accountability for brand value

January 12, 2015 Vince Ferraro 4444 January 12, 2015

for brand value.

6 Principles of Brand Management6 Principles of Brand Management• Brand management today must encompass a

l f dmore complex set of activities and target a broader audience than in the past

• Principle #1: Brands are built through the Principle # : rands are built through thecustomer experience, not just advertising– J&J, Harley Davidson, Starbucks

• Principle #2: Brands must target not just• Principle #2: Brands must target not just customers, but investors, current and prospective employees

Key to generating sustained growth in profitability and– Key to generating sustained growth in profitability and shareholder value

– GE manages its brand on Wall Street by training analysts on how to evaluate a new businessanalysts on how to evaluate a new business.


6 Principles (continued)6 Principles (continued)

• Principle #3: Successful brand management p grequires understanding the effectiveness of the brand in today’s environment, but more importantly being able to anticipate a brand’simportantly, being able to anticipate a brand s relevance to the most valuable customers of tomorrow.

• Principle #4: While brands are symbolic and emotive, they are more than creative assets. They can appeal to the heart AND the headThey can appeal to the heart AND the head.– They can be quantified and analyzed with the same economic rigor as other business assets.


6 Principles (continued)6 Principles (continued)

• Principle #5: Brands are the responsibility of c p e 5: a ds a e t e espo s b ty oeveryone. Not just the marketing people.– Delivering on the brand promise is more important than simply

creating awareness and positive feelingscreating awareness and positive feelings.– Brands derive their economic power from the value that they

symbolically represent; there must be real value in branded products and services.

• Principle #6: Brand management activities need to be integrated into a company’s overall business strategy.– The brand is directly linked to a company’s value proposition—the

types of products and services—and the types of customers it targets.yp p yp g


Key Differences between B2B and B2C Marketingg

B2C B2B

Product driven Relationship driven

Emotional buying decision based on status, desire, or price

Rational buying decision based on business value

Maximize the value of the transaction Maximize the value of the relationship

Large target market; mass communications

Small, focused target market; 1:1 communications

Single step buying process, shorter Multiple step buying process, longer g p y g psales cycle, lower price and risk

p p y g p gsales cycle, high price and risk

Brand identity created through repetition and imagery

Brand identity created on personal relationships

Brand representation by unknown individuals

Brand represented by personal communication and interaction

Merchandising and point of purchase Educational and awareness building activities activities

Individual buyer Committee of multiple buyers

What Are Characteristics of Great Brands?• The leadership owns the brand promise behind the brand.Example: STARBUCKS

• The experience of the product or service exceeds the expectation created by the brand’s promise.E l NIKEExample: NIKE

• The brand remains fervently relevant.Example: FEDERAL EXPRESS

• The brand maximizes the position of the product or service in relationship to other products or services.Example: VOLVO

• The brand stays consistently consistent.Example: APPLEExample: APPLE

• When you encounter the brand there is a feeling that the brand makes sense.Example: BMW, VW, MERCEDES

• The brand leverages all applicable marketing tools and media.g pp gExample: MCDONALDS

• The brand protects the value equity that has been built by the organization over time.Example: COCA‐COLA

But Beware …

Brands that are not authentic to their values and don’t “walk the talk”, are doomed to fail..

Elements Of A Corporate BrandElements Of A Corporate Brand

Source: http://www.darrenleet.com/news/

QUESTIONS?QUESTIONS?

Zhan Branding Presentation

Marketing

b d st t d

t t i d t d d

h ill b b f h i b d

branding teacher

jeffbezoswhy branding

emotional needs

big idea

georgeeastmanbut brands