Nancy Resnick and Alan Bergstrom, Brand Insights, Madison WI, presented to Fitchburg Chamber of Commerce discussing the power of a broad, overall approach to the brand. Manage the brand promise at all customer touchpoints.

1. HOW’S YOUR BRAND WORKING?
UNLEASH THE POWER
OF YOUR BRAND
Nancy Resnick
Alan Bergstrom
September 1, 2009
© 2009, Brand Insights LLC

2. WELCOME
 What to expect
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3. ABOUT US
 We are a brand-centered consulting agency
focused on helping organizations “activate” and
unleash the full power their brand to improve
market success. Our goal is to provide
measureable and meaningful impact on the
organization’s bottom line.
 We help organizations use their brand to discover
opportunities and deliver them in extraordinary ways
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4. ABOUT US
Alan Bergstrom
Chief Strategy Officer
Alan has over 20 years of brand strategy and implementation
experience, working with clients of all types and categories
to enhance brand performance. He is a nationally renowned
expert with deep experience in positioning, operationalizing,
measuring, and guiding brands to greatness. Previously, he
founded and led one of the top three brand agencies in the
US. Alan is a frequent speaker and writer on brand issues
and solutions.
Nancy Resnick
Chief Customer Officer
Nancy has over 20 years of marketing and customer
research experience. Much of her career was with a
international financial services company where she
created the direct response marketing department,
established the marketing information function, and
headed the qualitative research section. Nancy is
passionate about the power of customer information to
drive company success.
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5. OVERVIEW
 What is a brand?
 Definition
 Components
 Examples
Three keys to brand success
Q&A
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6. WHAT IS A BRAND?
 Brands live in the minds of the customer
HOW DO THEY
GET THERE?
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7. WHAT IS A BRAND?
A brand is a combination of functional and emotional
characteristics that define an image or personality which
appeals to certain customer segments—it’s the core essence of
a company or organization
It’s something that is both tangible and intangible. It’s the sum
of experiences that a customer has with your
organization…good, bad, or indifferent
Very simply, a brand is about making a promise
and keeping that promise, day-in and day-out
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8. WHAT IS A BRAND?—COMPONENTS
 Name
 Logo (visual identity)
 Company/organization (what’s behind the brand)
 Attributes/characteristics
 Personality
 Promise of some benefit(s)
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9. WHAT IS A BRAND?
o Name…
o Often descriptive, invented, experiential, or evocative
Abbreviated Descriptive Invented Experiential Evocative Named
IBM General Google Explorer Yahoo! Ford
Motors
AT&T Huggies Ebay Target Nike Sony
IKEA Coca-Cola Oreo Sunkist Apple Hewlett-
Packard
BMW Pizza Hut Velcro Starbucks Virgin Macy’s
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10. WHAT IS A BRAND?
 …yet, you’d be surprised how some companies
select a brand name
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11. WHAT IS A BRAND?
 Logo...
o Generally designed to reinforce the name—can be creative,
symbolic, include an icon, or merely grab attention
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12. WHAT IS A BRAND?
 …or, then again, completely defy logic
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13. WHAT IS A BRAND?
 Company/organization (what’s behind the brand)
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14. WHAT IS A BRAND?
 Attributes/characteristics
Functional Emotional
Attributes: Attributes:
“What does it “How does it
do for me?” make me feel?”
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15. WHAT IS A BRAND?
 What are this brand’s attributes?
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16. WHAT IS A BRAND?
 What are this brand’s attributes?
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17. WHAT IS A BRAND?
o Personality
o Those “human traits” that are often buried in our
subconscious—what we think of if the brand were a person
o Often used as the background, or “language” in advertising
and marketing communications
o But, they are real…they allow us to relate to various brands
on a human level
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18. WHAT IS A BRAND?
 What is this brand’s personality?
 Gender?
 Age?
 Life stage?
 Occupation?
 Dress style?
 Hobbies?
 Personality traits?
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19. WHAT IS A BRAND?
 What is this brand’s personality?
 Gender?
 Age?
 Life stage?
 Occupation?
 Dress style?
 Hobbies?
 Personality traits?
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20. WHAT IS A BRAND?
o Promise
o Simple, “core idea” or message that a brand tries to convey
as its primary benefit to customers
o Can be functional or emotional
o Sometimes captured in the brand’s tagline or slogan
o But, have to be believable and capable of being delivered
(real)
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21. WHAT IS A BRAND?
 What is this brand’s promise?
“create magical encounters and memories”
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22. WHAT IS A BRAND?
 What is this brand’s promise?
“celebrate self-esteem and creativity”
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23. KEYS TO BRAND SUCCESS—DEVELOP A UNIQUE
AND COMPELLING POINT OF DIFFERENCE
#
1
• Unless your brand is comparably
different, you’re becoming a commodity
• Uniqueness can generate higher
prices and greater loyalty
• Strong brands don’t attempt to be
everything to everyone
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24. KEYS TO BRAND SUCCESS—RELATIONSHIPS
DEPEND ON RELEVANT BRAND PROMISES
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2
• Most customers don’t purchase merely a
“product” or “service”
• They buy trust, quality, reputation, and
relevance
• Successful brands understand their
customers’ needs and maintain
relevance—expressed as a promise
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25. KEYS TO BRAND SUCCESS—DELIVER YOUR
BRAND PROMISE ACROSS ALL TOUCHPOINTS
#
3
• Great customer experiences are the result
of intentional, coordinated internal action
• All employees and organization
departments contribute to deliver the
promise at every customer encounter
• Extraordinary customer experiences
create brand evangelists who rave about
their experiences to others
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26. QUESTIONS?
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