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JMW on Branding and Marketing 101
- 1. www.JMWCentral.com BRANDING Not just for cows anymore. www.JMWCentral.com
- 7. www.JMWCentral.com OR IS IT ? www.JMWCentral.com
- 12. www.JMWCentral.com OR IS IT ? www.JMWCentral.com
- 23. www.JMWCentral.com IT’S ALL THESE THINGS AND MORE. www.JMWCentral.com
- 35. www.JMWCentral.com A set of mental associations held by the consumer which add to the perceived value of a product or service. A brand is a promise built one experience at a time. A gut feeling. www.JMWCentral.com
- 41. www.JMWCentral.com Brands command & sustain price premiums.
- 42. www.JMWCentral.com Brands help you weather the storm.
- 43. www.JMWCentral.com Brands create successful new product extensions.
- 45. www.JMWCentral.com Brands create barriers to competition.
- 47. www.JMWCentral.com Brands represent values and ideals.
- 48. www.JMWCentral.com Brands make us feel more human.
- 49. www.JMWCentral.com Brands make us feel free.
- 55. www.JMWCentral.com Brands stand the test of time. 1851 1851 1853 1818 1837
- 56. www.JMWCentral.com Brands help you own a category. • OATMEAL • TISSUES • FRIED CHICKEN • GLASS CLEANER • HOT SAUCE • WHITE BREAD • BANDAGES • SUNGLASSES • JEANS • AUTO RACING • DIJON MUSTARD www.JMWCentral.com
- 60. www.JMWCentral.com If the shoe fits -ZAPPOS
- 61. www.JMWCentral.com Shoes & glasses changes lives.
- 63. www.JMWCentral.com Thinking Inside the Box: BirchBox
- 65. www.JMWCentral.com BRANDSTORMING If your business was an AN ANIMAL… If your business was A CELEBRITY… If your business was A PERSON… www.JMWCentral.com
- 66. www.JMWCentral.com What problem do you solve? What is unique about your business? What inspires you every day? How do you make a difference? www.JMWCentral.com ASK YOURSELF 3
- 67. www.JMWCentral.com PICK A SIDE PERSONABLE/FRIENDLY __________________________________________CORPORATE PROFESSIONAL SPONTANEOUS/HIGH ENERGY__________________________________________CAREFUL/PLANNING MODERN/HIGH TECHNOLOGY___________________________________________CLASSIC/TRADITIONAL CUTTING EDGE/OUT OF THE BOX_______________________________________ESTABLISHED FUN_________________________________________SERIOUS ACCESSIBLE TO ALL_________________________________________SPECIFIC MARKET UPSCALE_________________________________________DOWN HOME www.JMWCentral.com D E A T H Z O N E
- 68. www.JMWCentral.com WHAT’S THE STORY? Create your story. Stories have: Characters Conflict Heroes Happy endings. www.JMWCentral.com
- 69. www.JMWCentral.com WHAT’S THE STORY? www.JMWCentral.com Be truthful. Be human. Be original. Be of service.
- 70. www.JMWCentral.com WHAT’S THE STORY? Share your story. Create new customer stories. Plan your sequel. www.JMWCentral.com
- 71. www.JMWCentral.com THE CUSTOMER IS THE ONLY THING THAT COUNTS. Know what’s important to them. ASK what’s important to them. Keep asking. Build long term relationships. Don’t talk down to them. Dig deep. Offer more. www.JMWCentral.com