branding 101 pdf
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Branding 101Spring Semester
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Course description
Brief history of “Brands”
Why brands matter
Great brands =
Brands 2.0
Brands as conversations
Branding is everyone’s job
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In the beginning… symbols
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Then… Commodities
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Then… Brands
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Later… USP’s
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Later… USP’s
“Thick and Rich”
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A product that provides functional benefits plus addedvalues that some consumers value enough to buy.
John Philip Jones - “What’s in a Name”
A Definition
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The Brand Manager
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The Brand Manager
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The “Golden Age”
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The “Military Age”
target markets
competitors
strategies
battle formarketshare
campaigns
captive audiences
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Competitor
Competitor
Competitor
Competitor
Competitor
Competitor
Competitor
Competitor
Competitor
Positioning as the goal
ConsumerProfile
ConsumerProfile
ProductAttribute
ProductAttribute
PositioningOption B
PositioningOption A
If all the bottling plants closed down…
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Why Brand Matters:
Source:“Best Global Brand 2006”
Interbrand & BusinessWeek
$67 Billion(68% of market capitalization!)
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Why Brand Matters:
$57 Billion(20% of market capitalization!)
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Why Brand Matters:
$57 Billion(20% of market capitalization!)
$28 Billion(39% of market capitalization!)
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Why Brand Matters:
$57 Billion(20% of market capitalization!)
$12 Billion(8% of market capitalization!)
$28 Billion(39% of market capitalization!)
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Why Brand Matters:
$57 Billion(20% of market capitalization!)
$11 Billion(41% of market capitalization!)
$28 Billion(39% of market capitalization!)
$12 Billion(8% of market capitalization!)
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Why Brand Matters:
$57 Billion(20% of market capitalization!)
$11 Billion(41% of market capitalization!)
$28 Billion(39% of market capitalization!)
$12 Billion(8% of market capitalization!)
$7 Billion(15% of market capitalization!)
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Why Brand Matters:
$57 Billion(20% of market capitalization!)
$11 Billion(41% of market capitalization!)
$28 Billion(39% of market capitalization!)
$9 Billion(12% of market capitalization!)
$12 Billion(8% of market capitalization!)
$7 Billion(15% of market capitalization!)
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Why Brand Matters:
$57 Billion(20% of market capitalization!)
$12 Billion(8% of market capitalization!)
$11 Billion(41% of market capitalization!)
$28 Billion(39% of market capitalization!)
$7 Billion(15% of market capitalization!)
$9 Billion(12% of market capitalization!)
$3 Billion(13% of market capitalization!)
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The commercial equivalent of areputation….Guideposts for consumers wanderingthrough the new economy’s more bewildering blizzardof choices….an antidote to commoditized productionand brutal price competition….”trustmarks”
Wired magazine
Definition (revisited)
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What great brands “do”….
A great brand is in it for the long haul.
A great brand can be anything
A great brand knows itself
A great brand invents or reinvents an entire category
A great brand taps into emotions
A great brand is a story that’s never completely told
A great brand has design consistency
A great brand is relevant
Scott Bedbury
More detail…
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Branding 101Spring Semester
2.0
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Brands Are Dead
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Cause of Death
According to Michael Eisner, the word “brand” is
“overused, sterile and unimaginative”
1500 brand contacts per day
35,000 if you go to the grocery store
405,000,000 hits!!!
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Branding 1012.0
MarlboroFriday
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Branding 1012.0
Brand and product saturation
Consumer empowerment
Distribution efficiencies
Rise of niche markets
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Branding 1012.0
Brand andproduct saturation
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Consumerempowerment
Branding 1012.0
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Distributionefficiencies
Branding 1012.0
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Rise ofNiche markets
Branding 1012.0
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The Bar is High!
‘‘95% of everything is crap” Theodore Sturgeon
“…including brands.” Chip Humitz
homework
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My Homework
Why do we love?
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Focus, Consistency & Authenticity
‘‘A brand is a living entity, and it is enriched or
undermined cumulatively overtime, the product of
a thousand small gestures.’’
Michael Eisner
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FOCUS!!We are in the business of ________.
Focus, Consistency & Authenticity
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“In the factory we make cosmetics. In
the store we sell hope.”
Charles Revson
Focus, Consistency & Authenticity
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A Brand is a conversation
Source: David Armano
A Brand is a conversation
• Two power-house brands
• Top-notch product design
• Great cross-product integration
• Online component delivers relevant utility… actuallycontributes to training
• Website becomes gathering point for runningenthusiasts… has social media characteristics
• Site is as valuable as the physical products
A Brand is a conversation
1-216-333-1810
• Complex series of hidden messages - on t-shirts,USB drives left in bathrooms, phone messages, websites…
• Leaked album tracks quickly downloaded
• GarageBand track released
• Buzz built among fans on fan sites, Digg, messageboards, etc.
• Wikipedia entry
• All before April 17th album release!
A Brand is a conversation
• Doll purchase required
• Build online “home”
• Text message friends in virtual world
• Play games to earn “Kinz Cash”
• Average time on Webkinz = 2+ hours (YouTube = 31minutes)
• 870,000 unique visitors/month
• “I get all my homework done during recess because then Ican go home and play Webkinz.”
A Brand is a conversation
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A Brand is a conversation
Brands need to earn their way
into their audiences’ tribes.
Branding “Ingredients”
And in the end…
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…Each of the “gestures” matters
When we consider our clients audience, are we oneof those “thousand tiny gestures”…are we workingto create “hope” and not just “cosmetics”?
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