9. A Marketers Reality
• Very few of us have products or services that are truly different.
• There are many, many acceptable substitutes to choose from.
11. Branding Definitions
• “Brand”
– Lives in the minds of your target audience
– Often have different perceptions based on audience
– You don’t control your brand, you can only influence it
– Brands are defined by a multitude of influences
13. Branding Definitions
• “Brand Positioning”
– What you do to influence how your brand is perceived.
– Includes the messages you send, and the channels you use.
– This is what you do control.
14. Branding Definitions
• “Brand Personality”
– The intangibles you put behind your brand.
– Tone of voice, responsiveness, attitude, character, behavior.
16. Creating A Brand
• Rational or Emotional?
– Both
– Rational, sustainable point of difference, wrapped in genuine emotion.
– Both must be relevant to the audience.
17. Creating A Brand
• Objective Market Evaluation
– Competitive review and comparative analysis.
– Geography, accessibility, visibility, etc.
– SOV, SOM, other qualified measurements
– First, fix whatever needs fixing
18. Creating A Brand
• Talk to Key Stakeholders
– Internal audiences
– External audiences
– Influencers
19. Creating A Brand
• Formal vs. Informal Research
• Qualitative vs. quantitative
20. Creating A Brand
• What to ask:
– Internal Audiences: “Why are you here?”
– External Audiences: “Would you recommend this company to a friend?”
(why or why not)
21. Creating A Brand
• Formulate a brand position, personality, and a strategy
– Often test, but sometimes you have to go with it.
23. VUMC
• 1996
– Ranked fourth in preference in the market
– “If I’m dying take me here, otherwise, take me somewhere else”
– Quality and technical capabilities unchallenged
– Perceived as a cold and sterile place to be
– Needed personality, warmth in the brand
– “Hearts and Minds”
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25. VUMC
• 2000
– Moved into a position ofchallenger
• Now rankedsecondin preference.
• Needed the brand voice to begin to speak from one of leadership.
• Began a second opinion strategy.
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27. VUMC
• 2004 –2008
– Reached dominant position in market.
– Began to expand leadership gap.
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29. VUMC
• 2008 –on
– Begin to expand reach.
– Focus on relevant message outside of market as well as local.
33. Tiffin
• Favorable brand perception, but marketing an after thought.
• Desire to expand into luxury category.
• Low quality marketing was a disconnect with desired brand position.
• Unparalleled customer service created a core base of loyalists.
• “Whereever You Go, We Go”
34. Tiffin
• Integrated Campaign Materials
– Interactive Marketing
– Website
– E-Mail Marketing
– Banner Ads
– Virtual Tours
– Google AdWords
• Social Media
• CRM
• Loyalty Club
• Traditional advertising as support
• Product Materials and Dealer Support
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39. Tiffin
• Brand results:
– Market share grew from 4% to over 20% in last eight years.
– Moved from eighth ranked to number one selling Class A motorhome for
last three years.