branding, positioning & understanding current marketing issues - csusb

WHAT IS BRAND?

Market Emplacement

WHAT IS BRAND?

@jonburgess

A brand is a "Name, term, design, symbol, or any other feature that

identifies one seller's good or service as distinct from those of other sellers.“

- Wikipedia

–“A name, term, design, symbol, or any other feature that identifies one

seller’s goods or services as distinct from those of other sellers. The

legal term for brand is a trademark. A brand may identify one item, a

family of items, or all items of that seller. If used for the firm as a whole,

the preferred term is trade name.” - American Marketing Association

–"It’s the name, the logo, the design, or a combination of those that

people use to identify, and differentiate what they’re about to buy" –

Gini Dietrich

–“The intangible sum of a product’s attributes.” - David Ogilvy

–“A brand is a singular idea or concept that you own inside the mind of

a prospect.” - Al Ries

–"A brand is “anything that leaves a mental picture of the brand’s

identity.“

- Leo Burnett

The Average CMO Tenure:

45 Months

Wall Street Journal 3/23/2014

Chief Marketing Officers“The CMO Is Dead” – Forbes 10/3/12

Most CMOs are not really immersed in marketing activities.

“The evolving role of the CMO” – McKinsey & Co. 2007Many chief marketers still have narrowly defined roles that emphasize

advertising, brand management, and market research.

“Why Do Chief Marketing Officers Have A Short Shelf Life?”

– Forbes 10/15/2009“Marketer’s Dilemma.” That is, focus on today’s results do the same thing that always worked and expect to get passed by aggressive

competition. Focus too much on long-term innovation and you miss today’s results.

MARKETING

The purpose of business is to make a

customer. Peter Druker

@jonburgess

DEFINITION OF BUSINESS

DEFINITION OF MARKETING

Marketing is the “process” of matching

company core competencies to customer

wants and needs.Ronald Burgess

Landscape

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Customer Journey

http://adage.com/article/cmo-strategy/follow-a-customer-s-journey-behaves/239296/@jonburgess

Google Trends

Personal Data

Mediaplant.net = Report by Rob Salkowitz

Zettabytes

2011 - 1.8

2012 - 2.8

2020 - 40.0

http://www.webopedia.com/quick_ref/just-how-much-data-is-out-there.html

1. Be the Expert

2. Have Authority

Google

http://moz.com/google-algorithm-change

Authority

1. the power or right to give orders

2. having power or control

3. the power to influence others or

one's recognized knowledge about

something

Expert

a person or organization who

has a comprehensive and

knowledge of or skill in a

particular area.

Inbound Marketing

@jonburgess

The Beach Head

Leo Burnett,

defined advertising as

“selling Cheerios to

people who are eating

Corn Flakes"

“Half the money I spend on

advertising is wasted;

the trouble is I don't know

which half.”

@jonburgess

Don’t act

like a

machine.

Handshake

Act like a human.

Jon Burgess

Social Media For Business

@jonburgess

Relationships = Brand

@jonburgess

1. Hand Shake

2. Hand Shake +

Surrogates

3. Hand Shake(s) + Surrogates +

Channels = Branding

{Personal

What is marketing?

© 2014 RedFusion Media

- Jon Burgess

Process

© 2014 RedFusion Media

- Jon Burgess

© 2014 RedFusion Media

- Jon Burgess

• Why

• How

• What

• Who

• When

• Where

• Timeline

Who (Target Audience)

© 2014 RedFusion Media

- Jon Burgess

Personas

VALUE

@jonburgess

Economic Value - the amount (of money or goods

or services) that is considered to be a fair

equivalent for something else

Service + Quality + Price = Value

Emotional Value, Aesthetic Value, Intrinsic Value

Service + Quality + Price + Image = Value

1

2

3

4

5

6

7

8

9

10

Quality

Price

Image

Service

BRAND VALUE

INTEGRATED MARKETING

@jonburgess

Copyright 1995- 2012

Marketing Positioning: a system for finding a

window in the market, or more specifically, the

consumer mind.

“Its how you differentiate your brand in the

mind.”

“Perception not reality.”

Positioning - Brand Perspective

Focused on the perceptions of the prospect,

not the reality of the brand.

WHAT IS BRAND?

@jonburgess

How can we communicate it?

Our Perception

Old Brain vs. New BrainThe Old Brain. A relatively primitive portion of the brain, our Old Brain

houses emotion.

This powerful brain center takes charge when we are fearful or threatened, and

we can quickly take action without thought. Our Old Brain protects

us from all forms of threat, and drives us to overly simplify complex issues.

Our New Brain. Most of what we look for in business resides in our New

Brain – clear and complex thinking, deep analysis, computation, language,

creativity and other higher-order brain processing happens

here.

Our New Brain lacks the neurochemical horsepower to

exert itself when our Old Brain is engaged.

Dr. Richard Trafton http://newbrainforbusiness.com/the-new-brain-perspective/overview/

Link research to – positioning, differentiation and tactics, - targeting, and finally campaign

Customer Analysis

Competencies

Competitive Analysis

& Market

Competitive ValueMarket Positioning

Market Emplacement and Positioning

Customers

CompetitionCompetency

Customers youcompete for

Customers you serve

poorly

CustomersYou own

Customers you do not

have

Copyright Burgess Management 2012

The 22 Immutable Laws of Marketing: Violate Them at Your Own Risk!

By Jack Trout and Al Ries

Profit Impact of Market Strategy

http://marketing.redfusionmedia.com/profit-impact-of-market-strategy-pims-principle

Market Leaders

PIMS -Market leaders

have proven…• Charge more for the same goods

• Grow 2x as fast

• Pick up 6% market share/yr.

• Show 12% higher returns on sales

http://harvardmagazine.com/2004/11/worlds-greatest-taglines-html

Positioning Statement

A short statement that explains how

products and services will be

differentiated from competitors and/or fit

into a small niche in the market.

It becomes the defining statement behind all

strategic and marketing decisions.

http://blog.ecornell.com/how-to-write-market-positioning-statements/

Guidelines for Good Positioning Statements

What makes a good positioning statement? Here are six keys to

keep in mind:

1. It is simple, memorable, and tailored to the target market.

2. It provides an unmistakable and easily understood picture of

your brand that differentiates it from your competitors.

3. It is credible, and your brand can deliver on its promise.

4. Your brand can be the sole occupier of this particular position in

the market. You can “own” it.

5. It helps you evaluate whether or not marketing decisions are

consistent with and supportive of your brand.

6. It leaves room for growth.

http://blog.ecornell.com/how-to-write-market-positioning-statements/

Template for Writing a Positioning

Statement

For [insert Target Market], the [insert Brand] is the [insert Point of

Differentiation] among all[insert Frame of Reference] because [insert

Reason to Believe].

The point of differentiation (POD) describes how your brand or product

benefits customers in ways that set you apart from your competitors.

The frame of reference (FOR) is the segment or category in which your

company competes.

The reason to believe is just what it says. This is a statement providing

compelling evidence and reasons why customers in your target market

can have confidence in your differentiation claims

Positioning Statement ExamplesWe will maintain a leadership position in the local market for professional /

commercial remediation services.

X will join the top three companies in our industry by increasing exposure in

the primary national media and developing an image that supports integrity

and trust among customers.

X will focus efforts on leadership in our local community by becoming known

and trusted for solar panel installation.

The ultimate fragrance for the discerning woman, our perfume delivers a

one-of-a-kind floral aroma immediately recognizable as classic and rare.

For World Wide Web users who enjoy books, Amazon.com is a retail

bookseller that provides instant access to over 1.1 million books. Unlike

traditional book retailers, Amazon.com provides a combination of

extraordinary convenience, low prices, and comprehensive selection.

What the experts told me.

Left, Sheryl Sandberg

Chief Operating Officer of

Facebook

Center Wendy Clark

Chief Marketing Officer

Coca-Cola

Right, Carolyn Everson

VP of Global Marketing

Solutions at Facebook

Share a Coke Campaign

800 employees

Shared 216,000

Cokes in London

FOR BRANDS

http://adage.com/article/digital/brands-organic-facebook-reach-crashed-october/292004/http://www.marketingweek.co.uk/sectors/technology-and-telecoms/news/facebook-seeks-to-put-the-

record-straight-on-organic-reach/4010718.article

2%

Mike Warburton

Brand Manager San Diego Zoo Global

Modern Content

http://moz.com/rand/google-seo-dont-actually-change-much/

Jon Burgess, M.B.A.Senior Digital Consultant

RedFusion Media, Inc.

909-798-7092

Twitter: @jonburgess

Linked In: @jonburgess

www.redfusion.com

@jonburgess

THANK YOU

© 2014 RedFusion Media

- Jon Burgess