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Brand Basics Part 1:
Understanding Brand
John Bowen, Alex Millet and Mohammad Saigol
Brand Consultants
4 April 2013



                                                           Presented by

© 2013 Cisco and/or its affiliates. All rights reserved.                  Cisco Confidential   1
• Brand consultancy
                                                           • B2B and corporate focus
                                                           • Strategy and design




© 2013 Cisco and/or its affiliates. All rights reserved.                               Cisco Confidential   2
• Part 1: Understanding Brand (4/4/13)
            What we mean by brand, what value it can offer to a business, and how you
            might begin to think about creating or improving your own brand.


• Part 2: Defining Your Brand (4/11/13)
            Guidelines for helping you define what your brand stands for in the context of
            your competitors, your customers, and your own company and culture.


• Part 3: Bringing Your Brand to Life (4/18/13)
            Information and advice about translating your company’s brand strategy into
            customer brand experiences through messaging and design.



© 2013 Cisco and/or its affiliates. All rights reserved.                           Cisco Confidential   3
• What is a brand?



• The power of brand



• The business value of brand



• How to begin developing your own brand




© 2013 Cisco and/or its affiliates. All rights reserved.   Cisco Confidential   4
© 2013 Cisco and/or its affiliates. All rights reserved.   Cisco Confidential   5
“A brand is a living entity –
 and it is enriched or
 undermined cumulatively
 over time, the product of a
 thousand small gestures.”
      Michael Eisner, Walt Disney Company CEO 1984-2005


© 2013 Cisco and/or its affiliates. All rights reserved.
  2011                                                     Cisco Confidential   6
It is your name…


                                                           It is your logo…


                                                           It is your advertising…




© 2013 Cisco and/or its affiliates. All rights reserved.                             Cisco Confidential   7
It’s also your product


                                                           It’s also your people


                                                           It’s also your culture




© 2013 Cisco and/or its affiliates. All rights reserved.                            Cisco Confidential   8
Brand is what you stand for


                                                           Meaning it’s what you promise


                                                           And how you deliver on that
                                                           promise


                                                           So that any one part stands in
                                                           for the whole in people’s minds




© 2013 Cisco and/or its affiliates. All rights reserved.                            Cisco Confidential   9
• The simplest way to think about your brand is as a promise you
       make to ALL of your audiences


• To customers, to employees, to partners, to investors…



• When you live up to your promise, you build your brand



• When you break your promise, your brand suffers



© 2013 Cisco and/or its affiliates. All rights reserved.   Cisco Confidential   10
© 2013 Cisco and/or its affiliates. All rights reserved.   Cisco Confidential   11
© 2011 Cisco and/or its affiliates. All rights reserved.   Cisco Confidential   12
© 2013 Cisco and/or its affiliates. All rights reserved.   Cisco Confidential   13
“Authentic brands do not
 emerge from marketing
 cubicles or advertising
 agencies. They emanate
 from everything the
 company does…”
      Howard Schultz, Starbucks CEO


© 2013 Cisco and/or its affiliates. All rights reserved.
  2011                                                     Cisco Confidential   14
• A clear brand promise that is directly connected to a business
       model – brand strategy is business strategy


• Employees who all share a single understanding of the brand
       promise, and who are held accountable to deliver it


• Holistic approach to all brand touchpoints to ensure consistent
       and effective expression across the brand experience




© 2013 Cisco and/or its affiliates. All rights reserved.      Cisco Confidential   15
The most valuable
brand in the world




© 2011 Cisco and/or its affiliates. All rights reserved.   Cisco Confidential   16
• Your brand already exists… it’s a question of whether you want
       to control how it develops


• You can position your company based on brand… or your
       customers will position you based on price


• Common trigger events for a branding or rebranding effort
       include: category shifts, radical technology changes, competitive
       pressures, internal restructuring, mergers and acquisitions



© 2013 Cisco and/or its affiliates. All rights reserved.          Cisco Confidential   17
© 2013 Cisco and/or its affiliates. All rights reserved.   Cisco Confidential   18
Brand – it’s not just
for B2C anymore.




© 2011 Cisco and/or its affiliates. All rights reserved.   Cisco Confidential   19
© 2013 Cisco and/or its affiliates. All rights reserved.   Cisco Confidential   20
Company focus


                                                           Competitive differentiation


                                                           Customer relevance




© 2013 Cisco and/or its affiliates. All rights reserved.                           Cisco Confidential   21
• UPS needed to expand
                                                             their value proposition


                                                           • Success required a shift in
                                                             internal culture as much as
                                                             external marketing


                                                           • A new brand promise
The power                                                    hooked employees and
                                                             customers alike
of company
focus

© 2011 Cisco and/or its affiliates. All rights reserved.                        Cisco Confidential   22
• When markets shift, it’s
                                                             sink or swim


                                                           • When Xerox saw change
                                                             coming, they evolved to
                                                             meet new customer needs


                                                           • Today, the brand is more
The power                                                    relevant – and valuable –
                                                             than ever
of customer
relevance

© 2011 Cisco and/or its affiliates. All rights reserved.                        Cisco Confidential   23
• Intel found itself in a
                                                             commodity market despite
                                                             their high quality product


                                                           • Customers needed to
                                                             know there is a choice


                                                           • Few products are
The power of                                                 indispensable, but the Intel
                                                             brand now feels like it is
competitive
differentiation

© 2011 Cisco and/or its affiliates. All rights reserved.                        Cisco Confidential   24
It’s not just for the
big boys…

 • ACME brick was founded
   in 1891

 • Invested in brand through
   100 year guarantee,
   sponsorships, product
   stamping, event marketing

 • Estimate that 10% or their
   annual sales is ROI on
   brand building (13X)


© 2011 Cisco and/or its affiliates. All rights reserved.   Cisco Confidential   25
© 2013 Cisco and/or its affiliates. All rights reserved.   Cisco Confidential   26
© 2013 Cisco and/or its affiliates. All rights reserved.   Cisco Confidential   27
Brand drives
preference




© 2011 Cisco and/or its affiliates. All rights reserved.   Cisco Confidential   28
© 2013 Cisco and/or its affiliates. All rights reserved.   Cisco Confidential   29
Brand generates
loyalty




© 2011 Cisco and/or its affiliates. All rights reserved.   Cisco Confidential   30
Interbrand – Best Global Brands 2012 Report

© 2013 Cisco and/or its affiliates. All rights reserved.                                                 Cisco Confidential   31
© 2013 Cisco and/or its affiliates. All rights reserved.   Cisco Confidential   32
Secure leadership alignment


                                                           Agree on your objectives


                                                           Agree what will be measured,
                                                           and how




© 2013 Cisco and/or its affiliates. All rights reserved.                          Cisco Confidential   33
• To make the case for brand as your organization’s leader:
            Beat the drum of differentiation
            Position brand as an internal rallying point
            Lead with passion


• To make the case for brand from within the marketing team:
            Begin with the marketing benefits of brand
            Connect brand to business benefits
            Begin with broad examples before getting specific to your company




© 2013 Cisco and/or its affiliates. All rights reserved.                        Cisco Confidential   34
“Goods and services are
 no longer enough.”
      The Experience Economy, Joe Pine and Jim Gilmore


© 2013 Cisco and/or its affiliates. All rights reserved.
  2011                                                     Cisco Confidential   35
In this section, you learned what a brand is and what it isn’t, and
how strong brands can drive tangible business results.
You also picked up a few tips on how to kick start your own
branding initiative.
In Part 2: Defining Your Brand, you will begin thinking about what
you want your brand to stand for from a strategic standpoint.
See you next week!




© 2013 Cisco and/or its affiliates. All rights reserved.       Cisco Confidential   36
Thank you.




     In partnership with

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Partner Plus Brand Basics Session 1 Slides

  • 1. Brand Basics Part 1: Understanding Brand John Bowen, Alex Millet and Mohammad Saigol Brand Consultants 4 April 2013 Presented by © 2013 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 1
  • 2. • Brand consultancy • B2B and corporate focus • Strategy and design © 2013 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 2
  • 3. • Part 1: Understanding Brand (4/4/13) What we mean by brand, what value it can offer to a business, and how you might begin to think about creating or improving your own brand. • Part 2: Defining Your Brand (4/11/13) Guidelines for helping you define what your brand stands for in the context of your competitors, your customers, and your own company and culture. • Part 3: Bringing Your Brand to Life (4/18/13) Information and advice about translating your company’s brand strategy into customer brand experiences through messaging and design. © 2013 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 3
  • 4. • What is a brand? • The power of brand • The business value of brand • How to begin developing your own brand © 2013 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 4
  • 5. © 2013 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 5
  • 6. “A brand is a living entity – and it is enriched or undermined cumulatively over time, the product of a thousand small gestures.” Michael Eisner, Walt Disney Company CEO 1984-2005 © 2013 Cisco and/or its affiliates. All rights reserved. 2011 Cisco Confidential 6
  • 7. It is your name… It is your logo… It is your advertising… © 2013 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 7
  • 8. It’s also your product It’s also your people It’s also your culture © 2013 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 8
  • 9. Brand is what you stand for Meaning it’s what you promise And how you deliver on that promise So that any one part stands in for the whole in people’s minds © 2013 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 9
  • 10. • The simplest way to think about your brand is as a promise you make to ALL of your audiences • To customers, to employees, to partners, to investors… • When you live up to your promise, you build your brand • When you break your promise, your brand suffers © 2013 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 10
  • 11. © 2013 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 11
  • 12. © 2011 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 12
  • 13. © 2013 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 13
  • 14. “Authentic brands do not emerge from marketing cubicles or advertising agencies. They emanate from everything the company does…” Howard Schultz, Starbucks CEO © 2013 Cisco and/or its affiliates. All rights reserved. 2011 Cisco Confidential 14
  • 15. • A clear brand promise that is directly connected to a business model – brand strategy is business strategy • Employees who all share a single understanding of the brand promise, and who are held accountable to deliver it • Holistic approach to all brand touchpoints to ensure consistent and effective expression across the brand experience © 2013 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 15
  • 16. The most valuable brand in the world © 2011 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 16
  • 17. • Your brand already exists… it’s a question of whether you want to control how it develops • You can position your company based on brand… or your customers will position you based on price • Common trigger events for a branding or rebranding effort include: category shifts, radical technology changes, competitive pressures, internal restructuring, mergers and acquisitions © 2013 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 17
  • 18. © 2013 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 18
  • 19. Brand – it’s not just for B2C anymore. © 2011 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 19
  • 20. © 2013 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 20
  • 21. Company focus Competitive differentiation Customer relevance © 2013 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 21
  • 22. • UPS needed to expand their value proposition • Success required a shift in internal culture as much as external marketing • A new brand promise The power hooked employees and customers alike of company focus © 2011 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 22
  • 23. • When markets shift, it’s sink or swim • When Xerox saw change coming, they evolved to meet new customer needs • Today, the brand is more The power relevant – and valuable – than ever of customer relevance © 2011 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 23
  • 24. • Intel found itself in a commodity market despite their high quality product • Customers needed to know there is a choice • Few products are The power of indispensable, but the Intel brand now feels like it is competitive differentiation © 2011 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 24
  • 25. It’s not just for the big boys… • ACME brick was founded in 1891 • Invested in brand through 100 year guarantee, sponsorships, product stamping, event marketing • Estimate that 10% or their annual sales is ROI on brand building (13X) © 2011 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 25
  • 26. © 2013 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 26
  • 27. © 2013 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 27
  • 28. Brand drives preference © 2011 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 28
  • 29. © 2013 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 29
  • 30. Brand generates loyalty © 2011 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 30
  • 31. Interbrand – Best Global Brands 2012 Report © 2013 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 31
  • 32. © 2013 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 32
  • 33. Secure leadership alignment Agree on your objectives Agree what will be measured, and how © 2013 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 33
  • 34. • To make the case for brand as your organization’s leader: Beat the drum of differentiation Position brand as an internal rallying point Lead with passion • To make the case for brand from within the marketing team: Begin with the marketing benefits of brand Connect brand to business benefits Begin with broad examples before getting specific to your company © 2013 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 34
  • 35. “Goods and services are no longer enough.” The Experience Economy, Joe Pine and Jim Gilmore © 2013 Cisco and/or its affiliates. All rights reserved. 2011 Cisco Confidential 35
  • 36. In this section, you learned what a brand is and what it isn’t, and how strong brands can drive tangible business results. You also picked up a few tips on how to kick start your own branding initiative. In Part 2: Defining Your Brand, you will begin thinking about what you want your brand to stand for from a strategic standpoint. See you next week! © 2013 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 36
  • 37. Thank you. In partnership with