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Building a Brand Promise for Business Success

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The Circuit
The Circuit

Edward Burghard will share some examples of marketing / branding strategies that we may use in our own companies. Ed is a Retired Harley Procter Marketer at P&G. This is a competitive lifetime appointment from Procter & Gamble that is bestowed by the CEO and CMO on individuals within the corporation who possess acknowledged mastery of the craft, have built brands, and can teach others to do the same. Burghard is currently only one of 12 active Harley Procter Marketers worldwide. Ed is CEO of The Burghard Group and OBDC Executive Director

Tecnología
1 de 36
Branding for Business Success Your competitive edge for profit maximization
Ed Burghard Retired P&G Harley Procter Marketer OBDC Executive Director ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Agenda ,[object Object],[object Object],[object Object],[object Object]
What is a Brand?
You Need to Make a Promise ,[object Object],[object Object]
Examples ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
What Makes a Great Promise? ,[object Object],[object Object],[object Object],[object Object],[object Object]
How Do I Build One?
Know Who Your Customers Are ,[object Object],[object Object],[object Object],[object Object]
Listen and Learn ,[object Object],[object Object],[object Object],[object Object],[object Object]
What Do I Say? ,[object Object],[object Object],[object Object]
Terminology Time Out
Image versus Identity ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Problem/Need Statement ,[object Object],[object Object],[object Object],[object Object],[object Object]
Examples ,[object Object],[object Object],[object Object]
Guidelines ,[object Object],[object Object],[object Object]
Benefit Statement ,[object Object],[object Object],[object Object]
Examples ,[object Object],[object Object]
Guidelines ,[object Object],[object Object],[object Object]
Reasons to Believe Statement ,[object Object],[object Object],[object Object],[object Object],[object Object]
Examples ,[object Object],[object Object],[object Object],[object Object],[object Object]
Template ,[object Object],[object Object],[object Object]
Example - Dilly’s Ice Cream ,[object Object],[object Object],[object Object],[object Object],[object Object]
In The Template Format ,[object Object]
How Do I Use The Promise Statement?
You Need To Bring The Promise To Life Through Communication ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
WARNING! Avoid “ little of everything” plans
Reach The Target When They Are Most Receptive
Whirlpool Example
You Need a Marketing Plan which includes… ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Unexpected iPod
Consistent iPod
Exciting iPod
Can You Afford A Brand?
Should I Be Social?
Answer These Questions ,[object Object],[object Object],[object Object],[object Object]

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Building a Brand Promise for Business Success

Notas del editor

  1. Ritz Carlton - Ladies and gentlemen serving ladies and gentlemen BMW - The ultimate driving machine Apple - Think different (Apple has had several) Volvo - For life FedEx - When it absolutely, positively has to get there overnight Avis - We try harder Las Vegas - What happens in Vegas stays in Vegas Wal-Mart - Always low prices, always http://www.taglineguru.com/sloganlist.html
  2. http://docs.google.com/viewer?a=v&q=cache:Rl-0C1dbhs0J:www.ipsos.ca/pdf/whitepapers/Ipsos_CreatingWinningConcepts.pdf+reasons+to+believe+advertising+concept+examples&hl=en&gl=us&pid=bl&srcid=ADGEESgnLXzxzTFPGdYq6xGoExB2tAPPUOLtSd4ZiaiU1z9CjYSd29Xxq35NOid8OWhuIYa4slL0cXlVPquH4r4I-hM29FxNji93LnlF4xT6Fx_5w9vKghhZcMJo7QIgQVMDDw70SMtS&sig=AHIEtbQg7FaLoBHuhV1mQiCx1LP75azzpg