marketing essentials: introduction to marketing & branding

WEEK 1

Introduction to Marketing / Branding

Marketing Essentials

Introduction to Marketing / Branding

The essence of Marketing is

a transaction or exchange

intended to satisfy

someone’s needs and wants.

Introduction to Marketing / Branding

There are 3 elements in the Marketing process:

• Marketer

• What is being Marketed (Product or Service)

• Target Market

Introduction to Marketing / Branding

4 P’s of MarketingProduct

PricePlace

Promotion

Introduction to Marketing / Branding

4 C’s of MarketingClientsCosts

ConvenienceCommunications

Introduction to Marketing / Branding

Features Vs. Benefits

Communicate the Benefits not the Features

Introduction to Marketing / Branding

Features Vs. Benefits

Features: Tangible Characteristics of the Product/Service

Benefits: What the Product/Service does for the Customer

Introduction to Marketing / Branding

Features Vs. Benefits - Example

Lawnmower

Features: Electric Starter, Grass Catcher, Rubber Handles, Automatic Choke, Self Sharpening Blades, Rust Resistant

Benefits:

Introduction to Marketing / Branding

Features Vs. Benefits - Example

Lawnmower

Features: Electric Starter, Grass Catcher, Rubber Handles, Automatic Choke, Self Sharpening Blades, Rust Resistant

Benefits: Saves Time, Lighter and Easier to Maneuver, Saves Money, Safe, More Convenient, Eco-Friendly

Introduction to Marketing / Branding

Features Vs. Benefits - Example

Introduction to Marketing / Branding

Features Vs.

Benefits

Introduction to Marketing / Branding

Features Vs. Benefits

Your Product/Service

Features:

Benefits:

Introduction to Marketing / Branding

Value Creation & Delivery

Customer will gauge Value as Benefits Vs. Cost

Benefits = Functional + Emotional

Cost = Financial + Time + Energy

Setting your VALUE is done by understanding your Customer, the Marketplace and your Positioning

Introduction to Marketing / Branding

“The aim of Marketing is

to know and understand the Customer so well

that the Product or Service fits him/her

and sells itself.”

Introduction to Marketing / Branding

A Marketing Plan…

• Lays out the Target Markets and the Value Proposition that will be offered based on an analysis of the best Market Opportunities

• Summarizes what the Marketer has learned about the Marketplace and indicated how the firm plans to reach its Marketing Objectives.

Introduction to Marketing / Branding

Introduction to Marketing / Branding

A Marketing Plan defines…

• Key trends and target segments

• The Value required by each segment

• How the Company intends to create Value

• Marketing objectives and strategies, together

with financial consequences

Introduction to Marketing / Branding

A Marketing Plan…

Biggest Danger for Organizations:

Many prefer to sell the products they find easiest to sell to customers who offer the least line of resistance.

Introduction to Marketing / Branding

A Marketing Plan…

• Acts as a roadmap• Assists Management in controlling and monitoring of the implementation strategy• Informs new participants in the plan of their role and function• Used to obtain resources for implementation• Can stimulate thinking and make better use of resources

Introduction to Marketing / Branding

A Marketing Plan…

Answer these Questions:

• Who are our existing & potential customers?

• What are their current & future needs?

• How can we satisfy those needs?

• Can we offer a product/service the customer will value?

• How do we communicate effectively with them?

• How can we deliver a competitive product/service?

• Why should customers buy from us?

Introduction to Marketing / Branding

Branding

Introduction to Marketing / Branding

BrandingWhat is a Brand?

A brand is a person’s gut feeling about a product, service, or company.

It is a relationship forged through design and experience.

Introduction to Marketing / Branding

Branding

What is a Brand?A Brand is more than a name or logo,

more than a product or service.

Introduction to Marketing / Branding

BrandingWhat is a Brand?

It’s a perception of quality and value that is

created by all of the people who together

design, produce, market, deliver, sell,

service and represent the product or service.

Introduction to Marketing / Branding

Branding

Nike Elite Performance & Athleticism

AppleInnovation & Creativity

AmazonSelection & Convenience

Introduction to Marketing / Branding

Introduction to Marketing / Branding

Branding

“22 Immutable Laws of Marketing”

Law of Perception:

All that exists in the world of Marketing are perceptions in the mind of the customer.

It is better to be first in the mind than first in the marketplace.

Introduction to Marketing / Branding

Branding

Brand Positioning

• Brand Marketing Vs. Direct Marketing

• Learn to differentiate Product Identity from Brand Identity

Introduction to Marketing / Branding

Branding

Brand Positioning

“We’ve moved from an era where your brand and your reputation are all the things you tell people about yourself, to an era where your

brand and reputation are all things said about you after you leave the room.”

~ Paul Holmes, The Holmes Report

Introduction to Marketing / Branding

BrandingBrand Identity/Creation - Name & Logo Design

Introduction to Marketing / Branding

Branding

Brand Identity/Creation - Brainstorming Names

• Get all associated thoughts, terms & ideas on paper

• Look at brands in related spaces - what works/what doesn’t?

• Play with non-English words that translate the same meaning

• Look for interesting words in books/music/art/maps

• Cut and rearrange words

• Narrow to 2 or 3 options

Introduction to Marketing / Branding

Branding

Guidelines for Names, Slogans & Logos

• Memorable: Distinct, easy recognized, easily recalled

• Meaningful: Descriptive, persuasive

• Appealing: Fun, interesting, rich visual & verbal imagery

• Protectable: Legally, competitively

• Adaptable: Flexible, updateable

• Transferable: Within and across product categories, across

geographic and cultural boundaries

Introduction to Marketing / Branding

Branding

Brand Identity/Creation - Logos

• Find a creative professional; ask your network!

• Get several rounds of designs

• Crowdsourcing Logo Design Sites LogoTournament.com / 99Designs.com /Crowdspring.com

• Get input and feedback from objective people

• Narrow to 2 or 3 options

• Are there colors that best represent your brand?

Introduction to Marketing / Branding

Branding

Brand Identity/Creation - Logos

Which brands own these colors?

• Red

• Blue

• Green

• Brown

Brand Identity/Creation - Logos

Which brands own these colors?

• Red

• Blue

• Green

• Brown

Introduction to Marketing / Branding

Branding

Introduction to Marketing / Branding

Branding

Engaging Your EmployeesGreat brands deliver on their brand promise

largely through their employees

Introduction to Marketing / Branding

Branding

Engaging Your EmployeesBrand

Employees

Customers & Prospects / Competitors Colleagues & Shareholders / Influencers

Introduction to Marketing / Branding

Branding

Engaging Your Employees

Customers want:• A “Brand Promise” delivered • Individual treatment • Consistent experience

Introduction to Marketing / Branding

Branding

Engaging Your Employees

Employees Need to Deliver:

• Consistent and quality service

• Distinctively & “On Brand”

Introduction to Marketing / Branding

Branding

Engaging Your Employees

Employees Need to Be:

• Committed

• Brand Believers / Advocates

• Empowered (by you!)

Introduction to Marketing / Branding

Branding

Exploring Brand Extensions

• What are your Goals? > Brand Awareness,

Product Sales, Market Share, New Customers

• Be Authentic

• Timing

Introduction to Marketing / Branding

BrandingExploring Brand Extensions

Introduction to Marketing / Branding

BrandingExploring Brand Extensions

Introduction to Marketing / Branding

BrandingExploring Brand Extensions

Introduction to Marketing / Branding

Resources

Interbrand.com - Annual list of best global brands

ReBrand.com - Re-Branding case studies

AIGA.org - Deep library of brand identity work

IdentityWorks.com - Reviews of Re-Branding projects

LogoLounge.com - Designer initiated library of logos

BrandBeagle.com

BrandChannel.com

BrandsOfTheWorld.com