SlideShare una empresa de Scribd logo
1 de 37
Descargar para leer sin conexión
Repeatable Brand Strategy:
How successful brands are outmaneuvering the competition with a
2,300-year-old strategy
Flint McGlaughlin – Managing Director, MECLABS Institute
Flint McGlaughlin is the managing director of MECLABS Institute. The organization has
partnered with key market leaders including The New York Times, Microsoft Corporation,
and Reuters Group.
He also serves as the Director of Enterprise Research at the Transforming Business
Institute, University of Cambridge (UK) and as a Trustee for Westminster Theological
Centre. McGlaughlin originally studied Philosophy and Theology at the University of
London’s Specialist Jesuit College.
Today, his primary research is focused on enterprise as transformative agent. His work has
won multiple awards and has been quoted in more than 13,000 online and offline sources.
Today’s Speaker
Experiment #1
Control
Non-Branded
Treatment
Lightly Branded
40%
INCREASE
Experiment #2
Control
Lightly Branded
Treatment
Fully Branded
-34%
DECREASE
Paul Montgomery
President and Founder
Lyn Stevens
CEO and Founder
• Paul Montgomery and Lyn Stevens have been leaders in the
precious metals industry—a multi-billion dollar industry—
for decades.
• In a market place suffering from a poor reputation, they
decided to launch a new precious metals company that was
consumer focused and truly expressed their vision of
reliability and trustworthiness.
• To do this, they began an evaluation and development of
their value proposition and its implications to create a
entirely new type of brand in the industry.
A Real-world Example: Background
If I am a current precious metals investor, why
should I invest in precious metals with you rather
than any other precious metals provider?
A Real-world Example: The question
Potential Claims of Value
Appeal
(1-5)
Exclusivity
(1-5)
Because we were founded by a team with a proven record of consumer advocacy 3.5 4.5
Because we are trustworthy 3.5 4
Because we offer transparent comparison charts 5 4.5
Because we provide clarity in the cart (spot, premium, time) 5 4.5
Because we automatically guarantee lowest spot price while in the checkout process 4 4
Because we provide an in-market buyback guarantee 3.5 3.5
Because our products are almost always in stock 4 3.5
Because we offer budget and subscription services 3.5 4
Because we provide excellent customer service 3.5 ?
A Real-world Example: Claims of value and argument
Because customers can trust Heartland’s relentless dedication to integrity
and unparalleled market transparency so that they are empowered to
make the most informed precious metals investment decisions.
Potential Claims of Value
Appeal
(1-5)
Exclusivity
(1-5)
Because we were founded by a team with a proven record of consumer advocacy 3.5 4.5
Because we are trustworthy 3.5 4
Because we offer transparent comparison charts 5 4.5
Because we provide clarity in the cart (spot, premium, time) 5 4.5
Because we automatically guarantee lowest spot price while in the checkout process 4 4
Because we provide an in-market buyback guarantee 3.5 3.5
Because our products are almost always in stock 4 3.5
Because we offer budget and subscription services 3.5 4
Because we provide excellent customer service 3.5 ?
A Real-world Example: Claims of value and argument
Because customers can trust our relentless dedication to integrity1 and
unparalleled market transparency2 so that they are empowered to
make the most informed precious metals investment decisions.3
1. Our founders have over 50 years of experience and have earned the highest industry awards for
ethics and integrity for their tireless efforts to root out dishonest practices in the precious metals
trade, winning settlements for defrauded customers. Our founders also have years of experience
advising the FTC, the SEC, various State Attorneys Generals and the PNG.
2. We provide clear pricing during both the buying and selling process, ensuring that your spot
and premium are locked in during your purchase. We provide clarity around the market feed
source. We also have a history of exposing bad price skimming practices.
3. Our patented tools platform offers precious metals investors unmatched asset management
control, providing up-to-the-minute market updates, price alerts and portfolio configuration. We
also offer a 100% “buy back” guarantee.
A Real-world Example: Claims of value and argument
Fresh
Contemporary
Ease
Cool
Mechanical
Precision
Warm
Family
Values
A Real-world Example: Brand symbol sets
Fresh
Contemporary
Ease
Cool
Mechanical
Precision
Warm
Family
Values
A Real-world Example: Brand symbol sets
A Real-world Example: Brand implementation
A Real-world Example: Brand implementation
How do we effectively leverage our value
proposition to build a brand from the ground up?
A Real-world Example: Brand implementation
In this clinic, we will walk through a systematic
approach for linking the value proposition argument
to the execution of the branding strategy.
FKey Principles
Value
Proposition
Defining the Fostered Conclusions
1. Value proposition is an argument; brand is an
impression (in the form of a conclusion).
FKey Principles
Defining the Fostered Conclusions
1. Value proposition is an argument; brand is an
impression (in the form of a conclusion).
2. The value proposition experience creates an
impression; brand leverages the impression to create
buying momentum.
Value
Proposition
FKey Principles
1. Value proposition is an argument; brand is an
impression (in the form of a conclusion).
2. The value proposition experience creates an
impression; brand leverages the impression to create
buying momentum.
3. Brands can attempt to create an impression that occurs
before and after the purchase, but if there is not an
alignment between the (brand) promise and the
experience of the value proposition, the impression is
nullified.
Defining the Fostered Conclusions
Value
Proposition x
Because customers can trust our relentless dedication to integrity1 and
unparalleled market transparency2 so that they are empowered to make the
most informed precious metals investment decisions.3
1. Our founders have over 50 years of experience and have earned the highest industry awards for
ethics and integrity for their tireless efforts to root out dishonest practices in the precious metals
trade, winning settlements for defrauded customers. Our founders also have years of experience
advising the FTC, the SEC, various State Attorneys Generals and the PNG.
2. We provide clear pricing during both the buying and selling process, ensuring that your spot
and premium are locked in during your purchase. We provide clarity around the market feed
source. We also have a history of exposing bad price skimming practices.
3. Our patented tools platform offers precious metals investors unmatched asset management
control, providing up-to-the-minute market updates, price alerts and portfolio configuration. We
also offer a 100% “buy back” guarantee.
Argument
Impression
Argument to Impression
TRUSTWORTHY
EMPOWERMENTTRANSPARENT
FKey Principles
4. The most effective brands leverage the brand impression to foster a conclusion not just
about the company’s value but also about the prospect’s identity.
Defining the Fostered Conclusions
The Untold Story
Question: How did Apple leverage identity in this campaign?
Question: How did Marlboro leverage identity in this campaign?
How can I leverage my brand to impact the
prospect’s identity?
Question: How did Marlboro leverage identity in this campaign?
Classic Syllogism Example:
P1: All men (M) are mortal (P).
P2: Socrates (S) is a man (M).
P3: Therefore, Socrates (S) is mortal (P).
Syllogism: a logical argument that applies deductive
reasoning to arrive at a conclusion based on two or more
propositions that are asserted, or assumed, to be true.
FEssential Definition
Aristotle
Classic Syllogism Structure:
P1: All the middle term (M) are the predicate (P).
P2: The subject (S) is the middle term (M).
P3: Therefore, the subject (S) is the predicate (P).
On Syllogisms: Impacting the prospect’s identity
Classic Syllogism Example:
P1: All men (M) are mortal (P).
P2: Socrates (S) is a man (M).
P3: Therefore, Socrates (S) is mortal (P).
Syllogism: a logical argument that applies deductive
reasoning to arrive at a conclusion based on two or more
propositions that are asserted, or assumed, to be true.
FEssential Definition
Aristotle
Classic Syllogism Structure:
P1: All the middle term (M) are the predicate (P).
P2: The subject (S) is the middle term (M).
P3: Therefore, the subject (S) is the predicate (P).
Brands can create a virtual syllogism in the minds
of their customers by bringing their subject
(customer experience) into alignment with a
clear predicate.
On Syllogisms: Impacting the prospect’s identity
The Untold Story
Apple: “Think different”
• Apple had 90 days of money left when its agency, TBWA
ChiatDay, began brainstorming the campaign.
The Untold Story
Apple: “Think different”
• Apple had 90 days of money left when its agency, TBWA
ChiatDay, began brainstorming the campaign.
• Art director Craig Tanimoto was inspired by Rene Magritte’s
surrealist painting “The Treachery of Images,” a painting of a
pipe with the phrase “This is not a pipe” transcribed in
French.
The Untold Story
Apple: “Think different”
• This idea of something being more than what it is inspired
him to doodle an Apple computer and label it: “This is not a
box.”
“This is not a box”
The Untold Story
Apple: “Think different”
• His thoughts shifted to Dr. Seuss and how so many of his
characters are unique or social outcasts. Next to one of his
doodles he jotted down: “Think different.”
The Untold Story
Apple: “Think different”
“‘Think Different’ celebrates the soul of the
Apple brand—that creative people with
passion can change the world for the
better.” – Steve Jobs
The Untold Story
Apple: “Think different”
“Think Different” Virtual Syllogism
P1: All people who use Apple products think differently.
P2: I use Apple products.
P3: Therefore, I think differently.
Marlboro: The Marlboro Man
• Originally marketed to women in the 1920s, Marlboro did not
begin marketing to men until the late 1950s, when concerns
about smoking cigarettes without filters began affecting the
market.
A Marlboro Man Story
Marlboro: The Marlboro Man
A Marlboro Man Story
• Originally marketed to women in the 1920s, Marlboro did not
begin marketing to men until the late 1950s, when concerns
about smoking cigarettes without filters began affecting the
market.
• Inspired by the ruggedness of TV cowboys, Marlboro focused
on appealing to the type of person its intended audience
might admire.
Marlboro: The Marlboro Man
A Marlboro Man Story
Marlboro Man Virtual Syllogism
P1: All people who smoke Marlboro are rugged, tough
and “manly.”
P2: I smoke Marlboro.
P3: Therefore, I am rugged, tough and “manly.”
Heartland Example: Fostered conclusions
Because customers can trust our relentless dedication to integrity1 and
unparalleled market transparency2 so that they are empowered to make
the most informed precious metals investment decisions.3
1. Our founders have over 50 years of experience and have earned the highest industry
awards for ethics and integrity for their tireless efforts to root out dishonest practices in the
precious metals trade, winning settlements for defrauded customers. Our founders also have
years of experience advising the FTC, the SEC, various State Attorneys Generals and the PNG.
2. We provide clear pricing during both the buying and selling process, ensuring that your
spot and premium are locked in during your purchase. We provide clarity around the market
feed source. We also have a history of exposing bad price skimming practices.
3. Our patented tools platform offers precious metals investors unmatched asset
management control, providing up-to-the-minute market updates, price alerts and portfolio
configuration. We also offer a 100% “buy back” guarantee.
Heartland Brand Syllogism
P1: All investors who use Heartland value
family, integrity and caring for the future
of others.
P2: I am an investor who uses Heartland.
P3: Therefore, I value family, integrity
and caring for the future of others
FKey Principles
1. Value proposition is an argument; brand is an impression (in the form of a conclusion).
2. The value proposition experience creates an impression; brand leverages the impression
to create buying momentum.
3. Brands can attempt to create an impression that occurs before and after the purchase, but
if there is not an alignment between the (brand) promise and the experience of the value
proposition, the impression is nullified.
4. The most effective brands leverage the brand impression to foster a conclusion not just
about the company’s value but also about the prospect’s identity.
Summary: Putting it all together
Repeatable Brand Strategy: How successful brands are outmaneuvering the competition with a 2,300-year-old strategy

Más contenido relacionado

La actualidad más candente

The Power of the Properly Sequenced Subject Line: Improve email performance b...
The Power of the Properly Sequenced Subject Line: Improve email performance b...The Power of the Properly Sequenced Subject Line: Improve email performance b...
The Power of the Properly Sequenced Subject Line: Improve email performance b...MarketingExperiments
 
Harnessing Customer Motivation: How one company increased conversion by 65% b...
Harnessing Customer Motivation: How one company increased conversion by 65% b...Harnessing Customer Motivation: How one company increased conversion by 65% b...
Harnessing Customer Motivation: How one company increased conversion by 65% b...MarketingExperiments
 
Does Fear-based Marketing Work: How one company saw a $45 million increase in...
Does Fear-based Marketing Work: How one company saw a $45 million increase in...Does Fear-based Marketing Work: How one company saw a $45 million increase in...
Does Fear-based Marketing Work: How one company saw a $45 million increase in...MarketingExperiments
 
The Top 5 Marketing Discoveries of 2015: 12 months of research in just 60 min...
The Top 5 Marketing Discoveries of 2015: 12 months of research in just 60 min...The Top 5 Marketing Discoveries of 2015: 12 months of research in just 60 min...
The Top 5 Marketing Discoveries of 2015: 12 months of research in just 60 min...MarketingExperiments
 
Special Live Optimization Session (with Flint McGlaughlin): The top discoveri...
Special Live Optimization Session (with Flint McGlaughlin): The top discoveri...Special Live Optimization Session (with Flint McGlaughlin): The top discoveri...
Special Live Optimization Session (with Flint McGlaughlin): The top discoveri...MarketingExperiments
 
The Most Effective Calls-to-Action: 5 principles discovered for increasing cu...
The Most Effective Calls-to-Action: 5 principles discovered for increasing cu...The Most Effective Calls-to-Action: 5 principles discovered for increasing cu...
The Most Effective Calls-to-Action: 5 principles discovered for increasing cu...MarketingExperiments
 
How to Write Headlines That Convert: Key discoveries from a meta-analysis of ...
How to Write Headlines That Convert: Key discoveries from a meta-analysis of ...How to Write Headlines That Convert: Key discoveries from a meta-analysis of ...
How to Write Headlines That Convert: Key discoveries from a meta-analysis of ...MarketingExperiments
 
Landing Page Optimization: Adding a simple short form increased leads 40%
Landing Page Optimization: Adding a simple short form increased leads 40%Landing Page Optimization: Adding a simple short form increased leads 40%
Landing Page Optimization: Adding a simple short form increased leads 40%MarketingExperiments
 
How You Can Use Email to Discover the Essence of Your Value Propostion
How You Can Use Email to Discover the Essence of Your Value PropostionHow You Can Use Email to Discover the Essence of Your Value Propostion
How You Can Use Email to Discover the Essence of Your Value PropostionMarketingExperiments
 
Incorporating Video in Your Mobile Strategy: 2 key principles that helped one...
Incorporating Video in Your Mobile Strategy: 2 key principles that helped one...Incorporating Video in Your Mobile Strategy: 2 key principles that helped one...
Incorporating Video in Your Mobile Strategy: 2 key principles that helped one...MarketingExperiments
 
Does Seasonal Messaging Really Work? How one company's wrong assumptions led ...
Does Seasonal Messaging Really Work? How one company's wrong assumptions led ...Does Seasonal Messaging Really Work? How one company's wrong assumptions led ...
Does Seasonal Messaging Really Work? How one company's wrong assumptions led ...MarketingExperiments
 
Are Letter-Style Emails Still Effective? New research reveals how customers r...
Are Letter-Style Emails Still Effective? New research reveals how customers r...Are Letter-Style Emails Still Effective? New research reveals how customers r...
Are Letter-Style Emails Still Effective? New research reveals how customers r...MarketingExperiments
 
Lead Nurturing Tested: New research reveals how slight script tweaks increase...
Lead Nurturing Tested: New research reveals how slight script tweaks increase...Lead Nurturing Tested: New research reveals how slight script tweaks increase...
Lead Nurturing Tested: New research reveals how slight script tweaks increase...MarketingExperiments
 
ACH Marketing Presentation
ACH Marketing PresentationACH Marketing Presentation
ACH Marketing PresentationPlatoonDaddy
 
Optimizing for Multiple Customer Personas: How a recent test “broke the rules...
Optimizing for Multiple Customer Personas: How a recent test “broke the rules...Optimizing for Multiple Customer Personas: How a recent test “broke the rules...
Optimizing for Multiple Customer Personas: How a recent test “broke the rules...MarketingExperiments
 
How Many Columns Should I Use? How using the best page layout led to a 681% r...
How Many Columns Should I Use? How using the best page layout led to a 681% r...How Many Columns Should I Use? How using the best page layout led to a 681% r...
How Many Columns Should I Use? How using the best page layout led to a 681% r...MarketingExperiments
 

La actualidad más candente (20)

The Power of the Properly Sequenced Subject Line: Improve email performance b...
The Power of the Properly Sequenced Subject Line: Improve email performance b...The Power of the Properly Sequenced Subject Line: Improve email performance b...
The Power of the Properly Sequenced Subject Line: Improve email performance b...
 
Harnessing Customer Motivation: How one company increased conversion by 65% b...
Harnessing Customer Motivation: How one company increased conversion by 65% b...Harnessing Customer Motivation: How one company increased conversion by 65% b...
Harnessing Customer Motivation: How one company increased conversion by 65% b...
 
Does Fear-based Marketing Work: How one company saw a $45 million increase in...
Does Fear-based Marketing Work: How one company saw a $45 million increase in...Does Fear-based Marketing Work: How one company saw a $45 million increase in...
Does Fear-based Marketing Work: How one company saw a $45 million increase in...
 
The Top 5 Marketing Discoveries of 2015: 12 months of research in just 60 min...
The Top 5 Marketing Discoveries of 2015: 12 months of research in just 60 min...The Top 5 Marketing Discoveries of 2015: 12 months of research in just 60 min...
The Top 5 Marketing Discoveries of 2015: 12 months of research in just 60 min...
 
Email copywriting slideshare
Email copywriting slideshareEmail copywriting slideshare
Email copywriting slideshare
 
Special Live Optimization Session (with Flint McGlaughlin): The top discoveri...
Special Live Optimization Session (with Flint McGlaughlin): The top discoveri...Special Live Optimization Session (with Flint McGlaughlin): The top discoveri...
Special Live Optimization Session (with Flint McGlaughlin): The top discoveri...
 
The Most Effective Calls-to-Action: 5 principles discovered for increasing cu...
The Most Effective Calls-to-Action: 5 principles discovered for increasing cu...The Most Effective Calls-to-Action: 5 principles discovered for increasing cu...
The Most Effective Calls-to-Action: 5 principles discovered for increasing cu...
 
How to Write Headlines That Convert: Key discoveries from a meta-analysis of ...
How to Write Headlines That Convert: Key discoveries from a meta-analysis of ...How to Write Headlines That Convert: Key discoveries from a meta-analysis of ...
How to Write Headlines That Convert: Key discoveries from a meta-analysis of ...
 
Landing Page Optimization: Adding a simple short form increased leads 40%
Landing Page Optimization: Adding a simple short form increased leads 40%Landing Page Optimization: Adding a simple short form increased leads 40%
Landing Page Optimization: Adding a simple short form increased leads 40%
 
How You Can Use Email to Discover the Essence of Your Value Propostion
How You Can Use Email to Discover the Essence of Your Value PropostionHow You Can Use Email to Discover the Essence of Your Value Propostion
How You Can Use Email to Discover the Essence of Your Value Propostion
 
Incorporating Video in Your Mobile Strategy: 2 key principles that helped one...
Incorporating Video in Your Mobile Strategy: 2 key principles that helped one...Incorporating Video in Your Mobile Strategy: 2 key principles that helped one...
Incorporating Video in Your Mobile Strategy: 2 key principles that helped one...
 
Does Seasonal Messaging Really Work? How one company's wrong assumptions led ...
Does Seasonal Messaging Really Work? How one company's wrong assumptions led ...Does Seasonal Messaging Really Work? How one company's wrong assumptions led ...
Does Seasonal Messaging Really Work? How one company's wrong assumptions led ...
 
Are Letter-Style Emails Still Effective? New research reveals how customers r...
Are Letter-Style Emails Still Effective? New research reveals how customers r...Are Letter-Style Emails Still Effective? New research reveals how customers r...
Are Letter-Style Emails Still Effective? New research reveals how customers r...
 
Five Steps to Better Metrics
Five Steps to Better MetricsFive Steps to Better Metrics
Five Steps to Better Metrics
 
Lead Nurturing Tested: New research reveals how slight script tweaks increase...
Lead Nurturing Tested: New research reveals how slight script tweaks increase...Lead Nurturing Tested: New research reveals how slight script tweaks increase...
Lead Nurturing Tested: New research reveals how slight script tweaks increase...
 
ACH Marketing Presentation
ACH Marketing PresentationACH Marketing Presentation
ACH Marketing Presentation
 
Optimizing for Multiple Customer Personas: How a recent test “broke the rules...
Optimizing for Multiple Customer Personas: How a recent test “broke the rules...Optimizing for Multiple Customer Personas: How a recent test “broke the rules...
Optimizing for Multiple Customer Personas: How a recent test “broke the rules...
 
13 Stats That Will Change How You Sell
13 Stats That Will Change How You Sell13 Stats That Will Change How You Sell
13 Stats That Will Change How You Sell
 
When Should You Send An Email
When Should You Send An EmailWhen Should You Send An Email
When Should You Send An Email
 
How Many Columns Should I Use? How using the best page layout led to a 681% r...
How Many Columns Should I Use? How using the best page layout led to a 681% r...How Many Columns Should I Use? How using the best page layout led to a 681% r...
How Many Columns Should I Use? How using the best page layout led to a 681% r...
 

Destacado

IRCE 2015 Wrap-Up: Top takeaways in ecommerce retail from the MECLABS Marketi...
IRCE 2015 Wrap-Up: Top takeaways in ecommerce retail from the MECLABS Marketi...IRCE 2015 Wrap-Up: Top takeaways in ecommerce retail from the MECLABS Marketi...
IRCE 2015 Wrap-Up: Top takeaways in ecommerce retail from the MECLABS Marketi...MECLABS Institute
 
ZMET Technique In Marketing Research
ZMET Technique In Marketing ResearchZMET Technique In Marketing Research
ZMET Technique In Marketing ResearchTaylan Demirkaya
 
Maximizing Subscription Revenue: How 3 businesses increased their subscriptio...
Maximizing Subscription Revenue: How 3 businesses increased their subscriptio...Maximizing Subscription Revenue: How 3 businesses increased their subscriptio...
Maximizing Subscription Revenue: How 3 businesses increased their subscriptio...MarketingExperiments
 
MECLABS: The high price of low cost lists
MECLABS: The high price of low cost listsMECLABS: The high price of low cost lists
MECLABS: The high price of low cost listsMECLABS
 
Leveraging Content to Generate Leads: 3 simple tactics one company used to ac...
Leveraging Content to Generate Leads: 3 simple tactics one company used to ac...Leveraging Content to Generate Leads: 3 simple tactics one company used to ac...
Leveraging Content to Generate Leads: 3 simple tactics one company used to ac...MarketingExperiments
 
Content Marketing - How Marketing Experiments Increased Blog Traffic 232%
Content Marketing - How Marketing Experiments Increased Blog Traffic 232%Content Marketing - How Marketing Experiments Increased Blog Traffic 232%
Content Marketing - How Marketing Experiments Increased Blog Traffic 232%Act-On Software
 
MECLABS in Five Minutes
MECLABS in Five MinutesMECLABS in Five Minutes
MECLABS in Five MinutesKevin Soisson
 
Special Live Test Clinic: The MECLABS team reveals the results of LifeWay’s e...
Special Live Test Clinic: The MECLABS team reveals the results of LifeWay’s e...Special Live Test Clinic: The MECLABS team reveals the results of LifeWay’s e...
Special Live Test Clinic: The MECLABS team reveals the results of LifeWay’s e...MarketingSherpa
 
Customer-First Mobile Marketing: How B2B, B2C and nonprofit brands are succe...
 Customer-First Mobile Marketing: How B2B, B2C and nonprofit brands are succe... Customer-First Mobile Marketing: How B2B, B2C and nonprofit brands are succe...
Customer-First Mobile Marketing: How B2B, B2C and nonprofit brands are succe...MarketingSherpa
 
Build a Better Home Page Strategy: How multiple objectives on a homepage incr...
Build a Better Home Page Strategy: How multiple objectives on a homepage incr...Build a Better Home Page Strategy: How multiple objectives on a homepage incr...
Build a Better Home Page Strategy: How multiple objectives on a homepage incr...MECLABS Institute
 

Destacado (11)

IRCE 2015 Wrap-Up: Top takeaways in ecommerce retail from the MECLABS Marketi...
IRCE 2015 Wrap-Up: Top takeaways in ecommerce retail from the MECLABS Marketi...IRCE 2015 Wrap-Up: Top takeaways in ecommerce retail from the MECLABS Marketi...
IRCE 2015 Wrap-Up: Top takeaways in ecommerce retail from the MECLABS Marketi...
 
ZMET Technique In Marketing Research
ZMET Technique In Marketing ResearchZMET Technique In Marketing Research
ZMET Technique In Marketing Research
 
Maximizing Subscription Revenue: How 3 businesses increased their subscriptio...
Maximizing Subscription Revenue: How 3 businesses increased their subscriptio...Maximizing Subscription Revenue: How 3 businesses increased their subscriptio...
Maximizing Subscription Revenue: How 3 businesses increased their subscriptio...
 
MECLABS: The high price of low cost lists
MECLABS: The high price of low cost listsMECLABS: The high price of low cost lists
MECLABS: The high price of low cost lists
 
Leveraging Content to Generate Leads: 3 simple tactics one company used to ac...
Leveraging Content to Generate Leads: 3 simple tactics one company used to ac...Leveraging Content to Generate Leads: 3 simple tactics one company used to ac...
Leveraging Content to Generate Leads: 3 simple tactics one company used to ac...
 
Content Marketing - How Marketing Experiments Increased Blog Traffic 232%
Content Marketing - How Marketing Experiments Increased Blog Traffic 232%Content Marketing - How Marketing Experiments Increased Blog Traffic 232%
Content Marketing - How Marketing Experiments Increased Blog Traffic 232%
 
MECLABS Technology Group
MECLABS Technology GroupMECLABS Technology Group
MECLABS Technology Group
 
MECLABS in Five Minutes
MECLABS in Five MinutesMECLABS in Five Minutes
MECLABS in Five Minutes
 
Special Live Test Clinic: The MECLABS team reveals the results of LifeWay’s e...
Special Live Test Clinic: The MECLABS team reveals the results of LifeWay’s e...Special Live Test Clinic: The MECLABS team reveals the results of LifeWay’s e...
Special Live Test Clinic: The MECLABS team reveals the results of LifeWay’s e...
 
Customer-First Mobile Marketing: How B2B, B2C and nonprofit brands are succe...
 Customer-First Mobile Marketing: How B2B, B2C and nonprofit brands are succe... Customer-First Mobile Marketing: How B2B, B2C and nonprofit brands are succe...
Customer-First Mobile Marketing: How B2B, B2C and nonprofit brands are succe...
 
Build a Better Home Page Strategy: How multiple objectives on a homepage incr...
Build a Better Home Page Strategy: How multiple objectives on a homepage incr...Build a Better Home Page Strategy: How multiple objectives on a homepage incr...
Build a Better Home Page Strategy: How multiple objectives on a homepage incr...
 

Similar a Repeatable Brand Strategy: How successful brands are outmaneuvering the competition with a 2,300-year-old strategy

15 Ways To Grow Value
15 Ways To Grow Value15 Ways To Grow Value
15 Ways To Grow Valuegroelke
 
15 Ways to Increase Value
15 Ways to Increase Value15 Ways to Increase Value
15 Ways to Increase Valueguestadf0590
 
Pob stage 1 seminar 11 sbd
Pob stage 1   seminar 11 sbdPob stage 1   seminar 11 sbd
Pob stage 1 seminar 11 sbdDiana Shore
 
UX - The New Brand Order
UX - The New Brand OrderUX - The New Brand Order
UX - The New Brand OrderSteven Fisher
 
Actionable Tips For Selling Into Challenging, Niche Markets
Actionable Tips For Selling Into Challenging, Niche MarketsActionable Tips For Selling Into Challenging, Niche Markets
Actionable Tips For Selling Into Challenging, Niche MarketsSales Hacker
 
Selling at the speed of trust
Selling at the speed of trustSelling at the speed of trust
Selling at the speed of trustGary Ambrosino
 
Brand Management Review On Disneyland
Brand Management Review On DisneylandBrand Management Review On Disneyland
Brand Management Review On DisneylandKim Isleb
 
050615 What Else Final
050615 What Else Final050615 What Else Final
050615 What Else Finalbrook1trout
 
Principles And Strategies For Technology Startups 10 09 09
Principles And Strategies For Technology Startups  10 09 09Principles And Strategies For Technology Startups  10 09 09
Principles And Strategies For Technology Startups 10 09 09tomysawyer
 
Marketing Mix and Logistics Management
Marketing Mix and Logistics ManagementMarketing Mix and Logistics Management
Marketing Mix and Logistics ManagementEbo Hammond
 
From Mind to Market - Value Propositions and Quick Pitches
From Mind to Market - Value Propositions and Quick PitchesFrom Mind to Market - Value Propositions and Quick Pitches
From Mind to Market - Value Propositions and Quick PitchesMichael Koenka
 
Entrepreneurial Selling: 5 Secrets to Sales Success
Entrepreneurial Selling: 5 Secrets to Sales SuccessEntrepreneurial Selling: 5 Secrets to Sales Success
Entrepreneurial Selling: 5 Secrets to Sales SuccessSalesChannel International
 
Harvard Business Review Unveils Play Bigger IPO Sweet Spot Research
Harvard Business Review Unveils Play Bigger IPO Sweet Spot ResearchHarvard Business Review Unveils Play Bigger IPO Sweet Spot Research
Harvard Business Review Unveils Play Bigger IPO Sweet Spot ResearchPlay Bigger Advisors, LLC.
 
Product Management Principles in a Services Company (or how to sell brains!)
Product Management Principles in a Services Company (or how to sell brains!)Product Management Principles in a Services Company (or how to sell brains!)
Product Management Principles in a Services Company (or how to sell brains!)Berenice Mann
 
Sales Force And The Sales Process
Sales Force And The Sales ProcessSales Force And The Sales Process
Sales Force And The Sales ProcessApril Blount
 
The Investor Pitch - Entrepreneurship 101 (2012/2013)
The Investor Pitch - Entrepreneurship 101 (2012/2013)The Investor Pitch - Entrepreneurship 101 (2012/2013)
The Investor Pitch - Entrepreneurship 101 (2012/2013)MaRS Discovery District
 
The Porters Five Forces Model
The Porters Five Forces ModelThe Porters Five Forces Model
The Porters Five Forces ModelJulie Medina
 
Innovation and Entrepreneurship Masterclass Climate-KIC Journey
Innovation and Entrepreneurship Masterclass Climate-KIC JourneyInnovation and Entrepreneurship Masterclass Climate-KIC Journey
Innovation and Entrepreneurship Masterclass Climate-KIC JourneyFrans Nauta
 

Similar a Repeatable Brand Strategy: How successful brands are outmaneuvering the competition with a 2,300-year-old strategy (20)

15 Ways To Grow Value
15 Ways To Grow Value15 Ways To Grow Value
15 Ways To Grow Value
 
15 Ways to Increase Value
15 Ways to Increase Value15 Ways to Increase Value
15 Ways to Increase Value
 
Pob stage 1 seminar 11 sbd
Pob stage 1   seminar 11 sbdPob stage 1   seminar 11 sbd
Pob stage 1 seminar 11 sbd
 
UX - The New Brand Order
UX - The New Brand OrderUX - The New Brand Order
UX - The New Brand Order
 
Actionable Tips For Selling Into Challenging, Niche Markets
Actionable Tips For Selling Into Challenging, Niche MarketsActionable Tips For Selling Into Challenging, Niche Markets
Actionable Tips For Selling Into Challenging, Niche Markets
 
Selling at the speed of trust
Selling at the speed of trustSelling at the speed of trust
Selling at the speed of trust
 
Brand Management Review On Disneyland
Brand Management Review On DisneylandBrand Management Review On Disneyland
Brand Management Review On Disneyland
 
050615 What Else Final
050615 What Else Final050615 What Else Final
050615 What Else Final
 
Principles And Strategies For Technology Startups 10 09 09
Principles And Strategies For Technology Startups  10 09 09Principles And Strategies For Technology Startups  10 09 09
Principles And Strategies For Technology Startups 10 09 09
 
Aalto vg mickos_20110401
Aalto vg mickos_20110401Aalto vg mickos_20110401
Aalto vg mickos_20110401
 
Marketing Mix and Logistics Management
Marketing Mix and Logistics ManagementMarketing Mix and Logistics Management
Marketing Mix and Logistics Management
 
From Mind to Market - Value Propositions and Quick Pitches
From Mind to Market - Value Propositions and Quick PitchesFrom Mind to Market - Value Propositions and Quick Pitches
From Mind to Market - Value Propositions and Quick Pitches
 
Entrepreneurial Selling: 5 Secrets to Sales Success
Entrepreneurial Selling: 5 Secrets to Sales SuccessEntrepreneurial Selling: 5 Secrets to Sales Success
Entrepreneurial Selling: 5 Secrets to Sales Success
 
Harvard Business Review Unveils Play Bigger IPO Sweet Spot Research
Harvard Business Review Unveils Play Bigger IPO Sweet Spot ResearchHarvard Business Review Unveils Play Bigger IPO Sweet Spot Research
Harvard Business Review Unveils Play Bigger IPO Sweet Spot Research
 
Understand the Customer
Understand the CustomerUnderstand the Customer
Understand the Customer
 
Product Management Principles in a Services Company (or how to sell brains!)
Product Management Principles in a Services Company (or how to sell brains!)Product Management Principles in a Services Company (or how to sell brains!)
Product Management Principles in a Services Company (or how to sell brains!)
 
Sales Force And The Sales Process
Sales Force And The Sales ProcessSales Force And The Sales Process
Sales Force And The Sales Process
 
The Investor Pitch - Entrepreneurship 101 (2012/2013)
The Investor Pitch - Entrepreneurship 101 (2012/2013)The Investor Pitch - Entrepreneurship 101 (2012/2013)
The Investor Pitch - Entrepreneurship 101 (2012/2013)
 
The Porters Five Forces Model
The Porters Five Forces ModelThe Porters Five Forces Model
The Porters Five Forces Model
 
Innovation and Entrepreneurship Masterclass Climate-KIC Journey
Innovation and Entrepreneurship Masterclass Climate-KIC JourneyInnovation and Entrepreneurship Masterclass Climate-KIC Journey
Innovation and Entrepreneurship Masterclass Climate-KIC Journey
 

Más de MarketingExperiments

Display Ad Optimization: How to lower your CPA consistently with the right co...
Display Ad Optimization: How to lower your CPA consistently with the right co...Display Ad Optimization: How to lower your CPA consistently with the right co...
Display Ad Optimization: How to lower your CPA consistently with the right co...MarketingExperiments
 
Increasing User Engagement: How one company tested its site navigation and in...
Increasing User Engagement: How one company tested its site navigation and in...Increasing User Engagement: How one company tested its site navigation and in...
Increasing User Engagement: How one company tested its site navigation and in...MarketingExperiments
 
ClickZ Live -- Chicago 2014: 3 Common Testing Mistakes (and how to avoid them)
ClickZ Live -- Chicago 2014: 3 Common Testing Mistakes (and how to avoid them)ClickZ Live -- Chicago 2014: 3 Common Testing Mistakes (and how to avoid them)
ClickZ Live -- Chicago 2014: 3 Common Testing Mistakes (and how to avoid them)MarketingExperiments
 
Optimizing Subscription Paths: How a radical webpage redesign produced a 173%...
Optimizing Subscription Paths: How a radical webpage redesign produced a 173%...Optimizing Subscription Paths: How a radical webpage redesign produced a 173%...
Optimizing Subscription Paths: How a radical webpage redesign produced a 173%...MarketingExperiments
 
Optimizing PPC Campaigns: Simple copy changes that increased clickthrough rat...
Optimizing PPC Campaigns: Simple copy changes that increased clickthrough rat...Optimizing PPC Campaigns: Simple copy changes that increased clickthrough rat...
Optimizing PPC Campaigns: Simple copy changes that increased clickthrough rat...MarketingExperiments
 
Product Pages Tested: How carefully pinpointing customer anxiety led to a 78%...
Product Pages Tested: How carefully pinpointing customer anxiety led to a 78%...Product Pages Tested: How carefully pinpointing customer anxiety led to a 78%...
Product Pages Tested: How carefully pinpointing customer anxiety led to a 78%...MarketingExperiments
 
Does 'Green' Marketing Really Work? What a recent experiment uncovered about ...
Does 'Green' Marketing Really Work? What a recent experiment uncovered about ...Does 'Green' Marketing Really Work? What a recent experiment uncovered about ...
Does 'Green' Marketing Really Work? What a recent experiment uncovered about ...MarketingExperiments
 
Optimizing Web Forms: How one company generated 226% more leads from a comple...
Optimizing Web Forms: How one company generated 226% more leads from a comple...Optimizing Web Forms: How one company generated 226% more leads from a comple...
Optimizing Web Forms: How one company generated 226% more leads from a comple...MarketingExperiments
 
Marketing Multiple Products: How radical thinking about a multi-product offer...
Marketing Multiple Products: How radical thinking about a multi-product offer...Marketing Multiple Products: How radical thinking about a multi-product offer...
Marketing Multiple Products: How radical thinking about a multi-product offer...MarketingExperiments
 
How to Achieve a 232% Lift: The repeatable methodology one company used to ge...
How to Achieve a 232% Lift: The repeatable methodology one company used to ge...How to Achieve a 232% Lift: The repeatable methodology one company used to ge...
How to Achieve a 232% Lift: The repeatable methodology one company used to ge...MarketingExperiments
 

Más de MarketingExperiments (10)

Display Ad Optimization: How to lower your CPA consistently with the right co...
Display Ad Optimization: How to lower your CPA consistently with the right co...Display Ad Optimization: How to lower your CPA consistently with the right co...
Display Ad Optimization: How to lower your CPA consistently with the right co...
 
Increasing User Engagement: How one company tested its site navigation and in...
Increasing User Engagement: How one company tested its site navigation and in...Increasing User Engagement: How one company tested its site navigation and in...
Increasing User Engagement: How one company tested its site navigation and in...
 
ClickZ Live -- Chicago 2014: 3 Common Testing Mistakes (and how to avoid them)
ClickZ Live -- Chicago 2014: 3 Common Testing Mistakes (and how to avoid them)ClickZ Live -- Chicago 2014: 3 Common Testing Mistakes (and how to avoid them)
ClickZ Live -- Chicago 2014: 3 Common Testing Mistakes (and how to avoid them)
 
Optimizing Subscription Paths: How a radical webpage redesign produced a 173%...
Optimizing Subscription Paths: How a radical webpage redesign produced a 173%...Optimizing Subscription Paths: How a radical webpage redesign produced a 173%...
Optimizing Subscription Paths: How a radical webpage redesign produced a 173%...
 
Optimizing PPC Campaigns: Simple copy changes that increased clickthrough rat...
Optimizing PPC Campaigns: Simple copy changes that increased clickthrough rat...Optimizing PPC Campaigns: Simple copy changes that increased clickthrough rat...
Optimizing PPC Campaigns: Simple copy changes that increased clickthrough rat...
 
Product Pages Tested: How carefully pinpointing customer anxiety led to a 78%...
Product Pages Tested: How carefully pinpointing customer anxiety led to a 78%...Product Pages Tested: How carefully pinpointing customer anxiety led to a 78%...
Product Pages Tested: How carefully pinpointing customer anxiety led to a 78%...
 
Does 'Green' Marketing Really Work? What a recent experiment uncovered about ...
Does 'Green' Marketing Really Work? What a recent experiment uncovered about ...Does 'Green' Marketing Really Work? What a recent experiment uncovered about ...
Does 'Green' Marketing Really Work? What a recent experiment uncovered about ...
 
Optimizing Web Forms: How one company generated 226% more leads from a comple...
Optimizing Web Forms: How one company generated 226% more leads from a comple...Optimizing Web Forms: How one company generated 226% more leads from a comple...
Optimizing Web Forms: How one company generated 226% more leads from a comple...
 
Marketing Multiple Products: How radical thinking about a multi-product offer...
Marketing Multiple Products: How radical thinking about a multi-product offer...Marketing Multiple Products: How radical thinking about a multi-product offer...
Marketing Multiple Products: How radical thinking about a multi-product offer...
 
How to Achieve a 232% Lift: The repeatable methodology one company used to ge...
How to Achieve a 232% Lift: The repeatable methodology one company used to ge...How to Achieve a 232% Lift: The repeatable methodology one company used to ge...
How to Achieve a 232% Lift: The repeatable methodology one company used to ge...
 

Último

The 2024 Next Gen Attention Study - www.livewire.group
The 2024 Next Gen Attention Study - www.livewire.groupThe 2024 Next Gen Attention Study - www.livewire.group
The 2024 Next Gen Attention Study - www.livewire.groupLivewire
 
How to Get Off Spamhaus Blocklist - 5 Step Process
How to Get Off Spamhaus Blocklist - 5 Step ProcessHow to Get Off Spamhaus Blocklist - 5 Step Process
How to Get Off Spamhaus Blocklist - 5 Step ProcessQuickEmailVerification
 
Podvertise.fm - Founder.University - Pitch Deck 2024
Podvertise.fm - Founder.University - Pitch Deck 2024Podvertise.fm - Founder.University - Pitch Deck 2024
Podvertise.fm - Founder.University - Pitch Deck 2024Nedko Nedkov
 
What's Happening with Your Microsoft Advertising's Search Campaigns? - Sophie...
What's Happening with Your Microsoft Advertising's Search Campaigns? - Sophie...What's Happening with Your Microsoft Advertising's Search Campaigns? - Sophie...
What's Happening with Your Microsoft Advertising's Search Campaigns? - Sophie...Sophie Logan
 
TAM AdEx-A Pixelated view into Digital Advertising Trends for Y 2023.pdf
TAM AdEx-A Pixelated view into Digital Advertising Trends for Y 2023.pdfTAM AdEx-A Pixelated view into Digital Advertising Trends for Y 2023.pdf
TAM AdEx-A Pixelated view into Digital Advertising Trends for Y 2023.pdfSocial Samosa
 
SEO Trends in 2024: What You Need to Know to Succeed
SEO Trends in 2024: What You Need to Know to SucceedSEO Trends in 2024: What You Need to Know to Succeed
SEO Trends in 2024: What You Need to Know to SucceedMumbai Pixels
 
Marketing Team of 1, A Framework To Win!
Marketing Team of 1, A Framework To Win!Marketing Team of 1, A Framework To Win!
Marketing Team of 1, A Framework To Win!Joseph Skibbie
 
Digital Marketing Services like SEO, SMM, SEM
Digital Marketing Services like SEO, SMM, SEMDigital Marketing Services like SEO, SMM, SEM
Digital Marketing Services like SEO, SMM, SEMNazal Digital
 
Digital Marketing Analytics: Driving Hotel Success (2016 May report)
Digital Marketing Analytics: Driving Hotel Success (2016 May report)Digital Marketing Analytics: Driving Hotel Success (2016 May report)
Digital Marketing Analytics: Driving Hotel Success (2016 May report)yaeyukimoto
 
Cricket Playbook for Growth Marketers: Adjust x Glance report
Cricket Playbook for Growth Marketers: Adjust x Glance reportCricket Playbook for Growth Marketers: Adjust x Glance report
Cricket Playbook for Growth Marketers: Adjust x Glance reportSocial Samosa
 
Fashion-Marketing-1- Assaginment mid.pdf
Fashion-Marketing-1- Assaginment mid.pdfFashion-Marketing-1- Assaginment mid.pdf
Fashion-Marketing-1- Assaginment mid.pdfUttara University
 
Ppt regarding of Digital Marketing cours
Ppt regarding of Digital Marketing coursPpt regarding of Digital Marketing cours
Ppt regarding of Digital Marketing courstegveersingh09
 
Top 15 Emerging Technologies for the Modern World
Top 15 Emerging Technologies for the Modern WorldTop 15 Emerging Technologies for the Modern World
Top 15 Emerging Technologies for the Modern WorldD Cloud Solutions
 
A navigation of two creative processes Study
A navigation of two creative processes StudyA navigation of two creative processes Study
A navigation of two creative processes Studystuwilson.co.uk
 
The Creative Marketing campaigns of WeRoad
The Creative Marketing campaigns of WeRoadThe Creative Marketing campaigns of WeRoad
The Creative Marketing campaigns of WeRoadFabio Bin
 
Unifying feature management with experiments - Server Side Webinar (1).pdf
Unifying feature management with experiments - Server Side Webinar (1).pdfUnifying feature management with experiments - Server Side Webinar (1).pdf
Unifying feature management with experiments - Server Side Webinar (1).pdfVWO
 
Dhanuka Agritech Limited - Sales and Marketing Intern
Dhanuka Agritech Limited - Sales and Marketing InternDhanuka Agritech Limited - Sales and Marketing Intern
Dhanuka Agritech Limited - Sales and Marketing Internrisabhpandeyconnect
 
Advertising and public relations, Role and Impact
Advertising and public relations, Role and ImpactAdvertising and public relations, Role and Impact
Advertising and public relations, Role and ImpactMuhammad Junaid
 
Friends of Search '24 - Scaling SEO_ Lessons for All Types of Sites.pptx
Friends of Search '24 - Scaling SEO_ Lessons for All Types of Sites.pptxFriends of Search '24 - Scaling SEO_ Lessons for All Types of Sites.pptx
Friends of Search '24 - Scaling SEO_ Lessons for All Types of Sites.pptxGregory Edwards
 
Harnessing Social Media for Marketing Growth
Harnessing Social Media for Marketing GrowthHarnessing Social Media for Marketing Growth
Harnessing Social Media for Marketing Growthabinashdm2014
 

Último (20)

The 2024 Next Gen Attention Study - www.livewire.group
The 2024 Next Gen Attention Study - www.livewire.groupThe 2024 Next Gen Attention Study - www.livewire.group
The 2024 Next Gen Attention Study - www.livewire.group
 
How to Get Off Spamhaus Blocklist - 5 Step Process
How to Get Off Spamhaus Blocklist - 5 Step ProcessHow to Get Off Spamhaus Blocklist - 5 Step Process
How to Get Off Spamhaus Blocklist - 5 Step Process
 
Podvertise.fm - Founder.University - Pitch Deck 2024
Podvertise.fm - Founder.University - Pitch Deck 2024Podvertise.fm - Founder.University - Pitch Deck 2024
Podvertise.fm - Founder.University - Pitch Deck 2024
 
What's Happening with Your Microsoft Advertising's Search Campaigns? - Sophie...
What's Happening with Your Microsoft Advertising's Search Campaigns? - Sophie...What's Happening with Your Microsoft Advertising's Search Campaigns? - Sophie...
What's Happening with Your Microsoft Advertising's Search Campaigns? - Sophie...
 
TAM AdEx-A Pixelated view into Digital Advertising Trends for Y 2023.pdf
TAM AdEx-A Pixelated view into Digital Advertising Trends for Y 2023.pdfTAM AdEx-A Pixelated view into Digital Advertising Trends for Y 2023.pdf
TAM AdEx-A Pixelated view into Digital Advertising Trends for Y 2023.pdf
 
SEO Trends in 2024: What You Need to Know to Succeed
SEO Trends in 2024: What You Need to Know to SucceedSEO Trends in 2024: What You Need to Know to Succeed
SEO Trends in 2024: What You Need to Know to Succeed
 
Marketing Team of 1, A Framework To Win!
Marketing Team of 1, A Framework To Win!Marketing Team of 1, A Framework To Win!
Marketing Team of 1, A Framework To Win!
 
Digital Marketing Services like SEO, SMM, SEM
Digital Marketing Services like SEO, SMM, SEMDigital Marketing Services like SEO, SMM, SEM
Digital Marketing Services like SEO, SMM, SEM
 
Digital Marketing Analytics: Driving Hotel Success (2016 May report)
Digital Marketing Analytics: Driving Hotel Success (2016 May report)Digital Marketing Analytics: Driving Hotel Success (2016 May report)
Digital Marketing Analytics: Driving Hotel Success (2016 May report)
 
Cricket Playbook for Growth Marketers: Adjust x Glance report
Cricket Playbook for Growth Marketers: Adjust x Glance reportCricket Playbook for Growth Marketers: Adjust x Glance report
Cricket Playbook for Growth Marketers: Adjust x Glance report
 
Fashion-Marketing-1- Assaginment mid.pdf
Fashion-Marketing-1- Assaginment mid.pdfFashion-Marketing-1- Assaginment mid.pdf
Fashion-Marketing-1- Assaginment mid.pdf
 
Ppt regarding of Digital Marketing cours
Ppt regarding of Digital Marketing coursPpt regarding of Digital Marketing cours
Ppt regarding of Digital Marketing cours
 
Top 15 Emerging Technologies for the Modern World
Top 15 Emerging Technologies for the Modern WorldTop 15 Emerging Technologies for the Modern World
Top 15 Emerging Technologies for the Modern World
 
A navigation of two creative processes Study
A navigation of two creative processes StudyA navigation of two creative processes Study
A navigation of two creative processes Study
 
The Creative Marketing campaigns of WeRoad
The Creative Marketing campaigns of WeRoadThe Creative Marketing campaigns of WeRoad
The Creative Marketing campaigns of WeRoad
 
Unifying feature management with experiments - Server Side Webinar (1).pdf
Unifying feature management with experiments - Server Side Webinar (1).pdfUnifying feature management with experiments - Server Side Webinar (1).pdf
Unifying feature management with experiments - Server Side Webinar (1).pdf
 
Dhanuka Agritech Limited - Sales and Marketing Intern
Dhanuka Agritech Limited - Sales and Marketing InternDhanuka Agritech Limited - Sales and Marketing Intern
Dhanuka Agritech Limited - Sales and Marketing Intern
 
Advertising and public relations, Role and Impact
Advertising and public relations, Role and ImpactAdvertising and public relations, Role and Impact
Advertising and public relations, Role and Impact
 
Friends of Search '24 - Scaling SEO_ Lessons for All Types of Sites.pptx
Friends of Search '24 - Scaling SEO_ Lessons for All Types of Sites.pptxFriends of Search '24 - Scaling SEO_ Lessons for All Types of Sites.pptx
Friends of Search '24 - Scaling SEO_ Lessons for All Types of Sites.pptx
 
Harnessing Social Media for Marketing Growth
Harnessing Social Media for Marketing GrowthHarnessing Social Media for Marketing Growth
Harnessing Social Media for Marketing Growth
 

Repeatable Brand Strategy: How successful brands are outmaneuvering the competition with a 2,300-year-old strategy

  • 1. Repeatable Brand Strategy: How successful brands are outmaneuvering the competition with a 2,300-year-old strategy
  • 2. Flint McGlaughlin – Managing Director, MECLABS Institute Flint McGlaughlin is the managing director of MECLABS Institute. The organization has partnered with key market leaders including The New York Times, Microsoft Corporation, and Reuters Group. He also serves as the Director of Enterprise Research at the Transforming Business Institute, University of Cambridge (UK) and as a Trustee for Westminster Theological Centre. McGlaughlin originally studied Philosophy and Theology at the University of London’s Specialist Jesuit College. Today, his primary research is focused on enterprise as transformative agent. His work has won multiple awards and has been quoted in more than 13,000 online and offline sources. Today’s Speaker
  • 5. Paul Montgomery President and Founder Lyn Stevens CEO and Founder • Paul Montgomery and Lyn Stevens have been leaders in the precious metals industry—a multi-billion dollar industry— for decades. • In a market place suffering from a poor reputation, they decided to launch a new precious metals company that was consumer focused and truly expressed their vision of reliability and trustworthiness. • To do this, they began an evaluation and development of their value proposition and its implications to create a entirely new type of brand in the industry. A Real-world Example: Background
  • 6. If I am a current precious metals investor, why should I invest in precious metals with you rather than any other precious metals provider? A Real-world Example: The question
  • 7. Potential Claims of Value Appeal (1-5) Exclusivity (1-5) Because we were founded by a team with a proven record of consumer advocacy 3.5 4.5 Because we are trustworthy 3.5 4 Because we offer transparent comparison charts 5 4.5 Because we provide clarity in the cart (spot, premium, time) 5 4.5 Because we automatically guarantee lowest spot price while in the checkout process 4 4 Because we provide an in-market buyback guarantee 3.5 3.5 Because our products are almost always in stock 4 3.5 Because we offer budget and subscription services 3.5 4 Because we provide excellent customer service 3.5 ? A Real-world Example: Claims of value and argument
  • 8. Because customers can trust Heartland’s relentless dedication to integrity and unparalleled market transparency so that they are empowered to make the most informed precious metals investment decisions. Potential Claims of Value Appeal (1-5) Exclusivity (1-5) Because we were founded by a team with a proven record of consumer advocacy 3.5 4.5 Because we are trustworthy 3.5 4 Because we offer transparent comparison charts 5 4.5 Because we provide clarity in the cart (spot, premium, time) 5 4.5 Because we automatically guarantee lowest spot price while in the checkout process 4 4 Because we provide an in-market buyback guarantee 3.5 3.5 Because our products are almost always in stock 4 3.5 Because we offer budget and subscription services 3.5 4 Because we provide excellent customer service 3.5 ? A Real-world Example: Claims of value and argument
  • 9. Because customers can trust our relentless dedication to integrity1 and unparalleled market transparency2 so that they are empowered to make the most informed precious metals investment decisions.3 1. Our founders have over 50 years of experience and have earned the highest industry awards for ethics and integrity for their tireless efforts to root out dishonest practices in the precious metals trade, winning settlements for defrauded customers. Our founders also have years of experience advising the FTC, the SEC, various State Attorneys Generals and the PNG. 2. We provide clear pricing during both the buying and selling process, ensuring that your spot and premium are locked in during your purchase. We provide clarity around the market feed source. We also have a history of exposing bad price skimming practices. 3. Our patented tools platform offers precious metals investors unmatched asset management control, providing up-to-the-minute market updates, price alerts and portfolio configuration. We also offer a 100% “buy back” guarantee. A Real-world Example: Claims of value and argument
  • 12. A Real-world Example: Brand implementation
  • 13. A Real-world Example: Brand implementation
  • 14. How do we effectively leverage our value proposition to build a brand from the ground up? A Real-world Example: Brand implementation
  • 15. In this clinic, we will walk through a systematic approach for linking the value proposition argument to the execution of the branding strategy.
  • 16. FKey Principles Value Proposition Defining the Fostered Conclusions 1. Value proposition is an argument; brand is an impression (in the form of a conclusion).
  • 17. FKey Principles Defining the Fostered Conclusions 1. Value proposition is an argument; brand is an impression (in the form of a conclusion). 2. The value proposition experience creates an impression; brand leverages the impression to create buying momentum. Value Proposition
  • 18. FKey Principles 1. Value proposition is an argument; brand is an impression (in the form of a conclusion). 2. The value proposition experience creates an impression; brand leverages the impression to create buying momentum. 3. Brands can attempt to create an impression that occurs before and after the purchase, but if there is not an alignment between the (brand) promise and the experience of the value proposition, the impression is nullified. Defining the Fostered Conclusions Value Proposition x
  • 19. Because customers can trust our relentless dedication to integrity1 and unparalleled market transparency2 so that they are empowered to make the most informed precious metals investment decisions.3 1. Our founders have over 50 years of experience and have earned the highest industry awards for ethics and integrity for their tireless efforts to root out dishonest practices in the precious metals trade, winning settlements for defrauded customers. Our founders also have years of experience advising the FTC, the SEC, various State Attorneys Generals and the PNG. 2. We provide clear pricing during both the buying and selling process, ensuring that your spot and premium are locked in during your purchase. We provide clarity around the market feed source. We also have a history of exposing bad price skimming practices. 3. Our patented tools platform offers precious metals investors unmatched asset management control, providing up-to-the-minute market updates, price alerts and portfolio configuration. We also offer a 100% “buy back” guarantee. Argument Impression Argument to Impression TRUSTWORTHY EMPOWERMENTTRANSPARENT
  • 20. FKey Principles 4. The most effective brands leverage the brand impression to foster a conclusion not just about the company’s value but also about the prospect’s identity. Defining the Fostered Conclusions
  • 21. The Untold Story Question: How did Apple leverage identity in this campaign?
  • 22. Question: How did Marlboro leverage identity in this campaign?
  • 23. How can I leverage my brand to impact the prospect’s identity? Question: How did Marlboro leverage identity in this campaign?
  • 24. Classic Syllogism Example: P1: All men (M) are mortal (P). P2: Socrates (S) is a man (M). P3: Therefore, Socrates (S) is mortal (P). Syllogism: a logical argument that applies deductive reasoning to arrive at a conclusion based on two or more propositions that are asserted, or assumed, to be true. FEssential Definition Aristotle Classic Syllogism Structure: P1: All the middle term (M) are the predicate (P). P2: The subject (S) is the middle term (M). P3: Therefore, the subject (S) is the predicate (P). On Syllogisms: Impacting the prospect’s identity
  • 25. Classic Syllogism Example: P1: All men (M) are mortal (P). P2: Socrates (S) is a man (M). P3: Therefore, Socrates (S) is mortal (P). Syllogism: a logical argument that applies deductive reasoning to arrive at a conclusion based on two or more propositions that are asserted, or assumed, to be true. FEssential Definition Aristotle Classic Syllogism Structure: P1: All the middle term (M) are the predicate (P). P2: The subject (S) is the middle term (M). P3: Therefore, the subject (S) is the predicate (P). Brands can create a virtual syllogism in the minds of their customers by bringing their subject (customer experience) into alignment with a clear predicate. On Syllogisms: Impacting the prospect’s identity
  • 26. The Untold Story Apple: “Think different” • Apple had 90 days of money left when its agency, TBWA ChiatDay, began brainstorming the campaign.
  • 27. The Untold Story Apple: “Think different” • Apple had 90 days of money left when its agency, TBWA ChiatDay, began brainstorming the campaign. • Art director Craig Tanimoto was inspired by Rene Magritte’s surrealist painting “The Treachery of Images,” a painting of a pipe with the phrase “This is not a pipe” transcribed in French.
  • 28. The Untold Story Apple: “Think different” • This idea of something being more than what it is inspired him to doodle an Apple computer and label it: “This is not a box.” “This is not a box”
  • 29. The Untold Story Apple: “Think different” • His thoughts shifted to Dr. Seuss and how so many of his characters are unique or social outcasts. Next to one of his doodles he jotted down: “Think different.”
  • 30. The Untold Story Apple: “Think different” “‘Think Different’ celebrates the soul of the Apple brand—that creative people with passion can change the world for the better.” – Steve Jobs
  • 31. The Untold Story Apple: “Think different” “Think Different” Virtual Syllogism P1: All people who use Apple products think differently. P2: I use Apple products. P3: Therefore, I think differently.
  • 32. Marlboro: The Marlboro Man • Originally marketed to women in the 1920s, Marlboro did not begin marketing to men until the late 1950s, when concerns about smoking cigarettes without filters began affecting the market. A Marlboro Man Story
  • 33. Marlboro: The Marlboro Man A Marlboro Man Story • Originally marketed to women in the 1920s, Marlboro did not begin marketing to men until the late 1950s, when concerns about smoking cigarettes without filters began affecting the market. • Inspired by the ruggedness of TV cowboys, Marlboro focused on appealing to the type of person its intended audience might admire.
  • 34. Marlboro: The Marlboro Man A Marlboro Man Story Marlboro Man Virtual Syllogism P1: All people who smoke Marlboro are rugged, tough and “manly.” P2: I smoke Marlboro. P3: Therefore, I am rugged, tough and “manly.”
  • 35. Heartland Example: Fostered conclusions Because customers can trust our relentless dedication to integrity1 and unparalleled market transparency2 so that they are empowered to make the most informed precious metals investment decisions.3 1. Our founders have over 50 years of experience and have earned the highest industry awards for ethics and integrity for their tireless efforts to root out dishonest practices in the precious metals trade, winning settlements for defrauded customers. Our founders also have years of experience advising the FTC, the SEC, various State Attorneys Generals and the PNG. 2. We provide clear pricing during both the buying and selling process, ensuring that your spot and premium are locked in during your purchase. We provide clarity around the market feed source. We also have a history of exposing bad price skimming practices. 3. Our patented tools platform offers precious metals investors unmatched asset management control, providing up-to-the-minute market updates, price alerts and portfolio configuration. We also offer a 100% “buy back” guarantee. Heartland Brand Syllogism P1: All investors who use Heartland value family, integrity and caring for the future of others. P2: I am an investor who uses Heartland. P3: Therefore, I value family, integrity and caring for the future of others
  • 36. FKey Principles 1. Value proposition is an argument; brand is an impression (in the form of a conclusion). 2. The value proposition experience creates an impression; brand leverages the impression to create buying momentum. 3. Brands can attempt to create an impression that occurs before and after the purchase, but if there is not an alignment between the (brand) promise and the experience of the value proposition, the impression is nullified. 4. The most effective brands leverage the brand impression to foster a conclusion not just about the company’s value but also about the prospect’s identity. Summary: Putting it all together