Más contenido relacionado La actualidad más candente (20) Similar a Branding 101 PDF (9) Branding 101 PDF2. Course description
Brief history of “Brands”
Why brands matter
Great brands =
Brands 2.0
Brands as conversations
Branding is everyone’s job
copyright © 2007 clear!blue | confidential 2 5. Then… Brands
copyright © 2007 clear!blue | confidential 5 6. Later… USP’s
copyright © 2007 clear!blue | confidential 6 7. Later… USP’s
“Thick and Rich”
copyright © 2007 clear!blue | confidential 7 8. A Definition
A product that provides functional benefits plus added
values that some consumers value enough to buy.
John Philip Jones - “What’s in a Name”
copyright © 2007 clear!blue | confidential 8 12. The “Military Age”
target markets
battle for
marketshare
competitors
strategies captive
audiences
campaigns
copyright © 2007 clear!blue | confidential 12 13. Positioning as the goal
Product
Attribute
Competitor
Competitor
Competitor
Competitor Positioning
Option A
Competitor
Consumer Consumer
Profile Profile
Competitor
Competitor
Positioning
Option B
Competitor
Competitor
Product
Attribute
copyright © 2007 clear!blue | confidential 13 15. Why Brand Matters:
$67 Billion
(68% of market capitalization!)
Source:
“Best Global Brand 2006”
Interbrand & BusinessWeek
copyright © 2007 clear!blue | confidential 15 16. Why Brand Matters:
$57 Billion
(20% of market capitalization!)
copyright © 2007 clear!blue | confidential 16 17. Why Brand Matters:
$28 Billion
(39% of market capitalization!)
$57 Billion
(20% of market capitalization!)
copyright © 2007 clear!blue | confidential 17 18. Why Brand Matters:
$28 Billion
(39% of market capitalization!)
$57 Billion
(20% of market capitalization!)
$12 Billion
(8% of market capitalization!)
copyright © 2007 clear!blue | confidential 18 19. Why Brand Matters:
$28 Billion
(39% of market capitalization!)
$11 Billion
(41% of market capitalization!)
$57 Billion
(20% of market capitalization!)
$12 Billion
(8% of market capitalization!)
copyright © 2007 clear!blue | confidential 19 20. Why Brand Matters:
$28 Billion
(39% of market capitalization!)
$11 Billion
(41% of market capitalization!)
$7 Billion
(15% of market capitalization!)
$57 Billion
(20% of market capitalization!)
$12 Billion
(8% of market capitalization!)
copyright © 2007 clear!blue | confidential 20 21. Why Brand Matters:
$28 Billion
(39% of market capitalization!)
$11 Billion
(41% of market capitalization!)
$7 Billion
(15% of market capitalization!)
$57 Billion
(20% of market capitalization!)
$12 Billion
$9 Billion (8% of market capitalization!)
copyright © 2007 clear!blue | confidential 21
(12% of market capitalization!) 22. Why Brand Matters:
$28 Billion
(39% of market capitalization!)
$11 Billion
(41% of market capitalization!)
$7 Billion
(15% of market capitalization!)
$3 Billion
$57 Billion (13% of market capitalization!)
(20% of market capitalization!)
$12 Billion
$9 Billion (8% of market capitalization!)
copyright © 2007 clear!blue | confidential 22
(12% of market capitalization!) 23. Definition (revisited)
The commercial equivalent of a
reputation….Guideposts for consumers wandering
through the new economy’s more bewildering blizzard
of choices….an antidote to commoditized production
and brutal price competition….”trustmarks”
Wired magazine
copyright © 2007 clear!blue | confidential 23 24. More detail…
What great brands “do”….
A great brand is in it for the long haul.
A great brand can be anything
A great brand knows itself
A great brand invents or reinvents an entire category
A great brand taps into emotions
A great brand is a story that’s never completely told
A great brand has design consistency
A great brand is relevant
Scott Bedbury
copyright © 2007 clear!blue | confidential 24 25. 2.0
Branding 101
Spring Semester
copyright © 2007 clear!blue | confidential 25 31. 2.0
Branding 101
Marlboro
Friday
copyright © 2007 clear!blue | confidential 31 32. 2.0
Branding 101
Brand and product saturation
Consumer empowerment
Distribution efficiencies
Rise of niche markets
copyright © 2007 clear!blue | confidential 32 33. 2.0
Branding 101
Brand and
product saturation
copyright © 2007 clear!blue | confidential 33 34. 2.0
Branding 101
Consumer
empowerment
copyright © 2007 clear!blue | confidential 34 35. 2.0
Branding 101
Distribution
efficiencies
copyright © 2007 clear!blue | confidential 35 36. 2.0
Branding 101
Rise of
Niche markets
copyright © 2007 clear!blue | confidential 36 37. The Bar is High!
crap”
‘‘95% of everything is Theodore Sturgeon
“…including brands.” Chip Humitz
copyright © 2007 clear!blue | confidential 37 39. My Homework
copyright © 2007 clear!blue | confidential 39 41. Focus, Consistency & Authenticity
brand is a living entity, and it is enriched or
‘‘A
undermined cumulatively overtime, the product of
a thousand small gestures.’’
Michael Eisner
copyright © 2007 clear!blue | confidential 41 42. Focus, Consistency & Authenticity
FOCUS!!
We are in the business of ________.
copyright © 2007 clear!blue | confidential 42 43. Focus, Consistency & Authenticity
cosmetics.
“In the factory we make In
the store we sell hope.”
Charles Revson
copyright © 2007 clear!blue | confidential 43 45. A Brand is a conversation
Source: David Armano
copyright © 2007 clear!blue | confidential 45 47. A Brand is a conversation
• Two power-house brands
• Top-notch product design
• Great cross-product integration
• Online component delivers relevant utility… actually
contributes to training
• Website becomes gathering point for running
enthusiasts… has social media characteristics
• Site is as valuable as the physical products 48. A Brand is a conversation
1-21
6-33
3-18
10
• Complex series of hidden messages - on t-shirts,
USB drives left in bathrooms, phone messages, web
sites…
• Leaked album tracks quickly downloaded
• GarageBand track released
• Buzz built among fans on fan sites, Digg, message
boards, etc.
• Wikipedia entry
• All before April 17th album release! 49. A Brand is a conversation
• Doll purchase required
• Build online “home”
• Text message friends in virtual world
• Play games to earn “Kinz Cash”
• Average time on Webkinz = 2+ hours (YouTube = 31
minutes)
• 870,000 unique visitors/month
• “I get all my homework done during recess because then I
can go home and play Webkinz.” 50. A Brand is a conversation
copyright © 2007 clear!blue | confidential 50 54. …Each of the “gestures” matters
When we consider our clients audience, are we one
of those “thousand tiny gestures”…are we working
to create “hope” and not just “cosmetics”?
copyright © 2007 clear!blue | confidential 54