branding, positioning & understanding current marketing issues - csusb
DESCRIPTION
Branding, Positioning & Understanding Current Marketing Issues, presented at CSUSB on 11/20/14. Understanding how to build a positioning statement is the most important part of creating your base to your strategic marketing plan. This presentation goes through how RedFusion builds relationship based, executable marketing cycles for small businesses.TRANSCRIPT
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
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
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