developing a brand strategy making your brand work · developing a brand strategy – making your...

Developing a brand strategy –

making your brand work

Thursday 22 November 2012

Welcome to today’s WebEx!

The session will start at 10.30 and finish

promptly at 11.30

Dr Stefano Puntoni

Erasmus University

Andrew Cooper

1000 Lives Plus

An Introduction to Branding

- 15 October 2012

• Brands help people connect with enterprises ... which means

brand management is about managing the connection with

people.

• People make decisions based on emotion and brands give

people a symbolic emotional connection that is less about

the tangible features of a product or service.

• The appreciation of a brand helps people understand the

characteristics of branded products or services. People’s

feelings about the brand affects the way they view the

product.

• In a monopoly position (e.g. NHS), branding is important

because...

– We can’t be complacent

– We need to do the best for customers

– We may have competition in future!

What are your thoughts on

the brand you manage?

Session 2:

Developing your brand

strategy – making your

brand work

Stefano Puntoni

Associate Professor of Marketing

Rotterdam School of Management

Contact:

spuntoni@rsm.nl

010-4081184

Welcome!

Today’s plan:

• Developing a brand strategy

• Q&A

• Making your brand work

• Q&A

• Segmentation

– Understanding and sizing up the potential market

– Geographic, Demographic, Behavioral

• Targeting

– The process of selecting which market segments to serve

• Positioning

– Strategic attempt to influence the associations, image,

and identity of the product/brand/organization in the

mind of target segments

– A strategic lighthouse and the centrepiece of

marketing strategy

The Holy Trinity of Marketing

The three C’s model

Positioning

Customers

CompetitorsCompany

Company

Localised expertise, Decentralised,

No fixed origin

Customers

Hate faceless banks, Want global expertise,

Hate globalised offerings

Competitors

National identities, No differentiation,

Cold, Uncaring

Positioning?The world’s

local bank

Positioning

Customers

CompetitorsCompany

• Irrelevance

• Insult

Positioning

Customers

CompetitorsCompany

• Changing

• Cluttered

Positioning

Customers

Company

• Betray brand promise

Competitors

How to do it?

• Frame of reference:

– What is it that we do?

– To clarify which needs we are satisfying

– To clarify which organizations we consider as competition

• Points of parity

– What do you need to offer for people to consider you?

• Points of difference

– What can you offer that will make people choose you?

Expressing the position internally

• The brand mantra/strapline

– Authentic Athletic Performance

• Brand values

– Performance - setting global standards

– Innovative - delivering breakthrough solutions

– Progressive - always looking for a new and better

approach

– Green - demonstrating environmental leadership

• The positioning statement…

Positioning Statement

• A simple template:

To (target segment) who (need),

our (brand) is (frame of reference)

that (point-of-difference).

To busy mobile professionals who need to

always be in the loop, Blackberry is a wireless

connectivity solution that allows you to stay

connected to people and resources while on

the go more easily and reliably than the

competing technologies.

Positioning Statement

• A simple template:

To (target segment) who (need),

our (brand) is (frame of reference)

that (point-of-difference).

To deadline-oriented business people, FedEx is the overnight

package delivery service that is the most reliable because of

its sophisticated package tracking system

• Most brands:

• “Our brand is important”

• “Many people are involved”

• “We have a big budget”

• More = Better

The result…

• The 42 slide presentation

• The 248 page positioning guide

• The brand dictionary

• Wheels, Triangles, Keyholes, Matrices

October 2

The Generic Brand Positioning

• Most Brand Positioning

Trusted

Quality

Value

Innovation

Trusted Partner

October 2

Tight Brand Positioning

_ = +

Less is More

“Define the DNA of a brand in three words or less”

(Robert Polet, Gucci CEO )

Seduction, Powerful & Accomplished

Precious and Mysterious

Sexy and Comfortable

And once you have it…

• Positioning drives all aspects of the organization

• It’s the benchmark against which all decisions should be

evaluated

• Dictates what we do and what we don’t

• 2004: Launch of “Sense and Simplicity”

• Not a campaign, but a brand promise

– Consumer Test Centers

– Large investment (€170ML in 2005)

– Steady increase in brand value

– An example:

• Thank you for joining us today.

• The slides and audio recordings from these two online

seminars are available online at:

www.1000livesplus.wales.nhs.uk/communications

• Further seminars – similar to this one are planned next

year – we’ll let you know through our eNewsletter or

follow us @1000livesplus