“Ideal Brands: Real Marketing”

It is increasingly difficult to build and maintain market leadership at digital pace…

expectation

promise

fulfilment

irrelevance

disrespect

disengagement

Traditional functional silos struggle to keep up

Customer ServiceSalesMarketing CommunicationOperationsHRFinance

New Product DesignStrategic PlanningBranding

Market ResearchCustomer InsightCRM

The organisation needs to understand Brand Marketing as a single ‘system’

1. Needs1. Needs

2. Communities2. Communities

3. Issues3. Issues

4. Influencers4. Influencers

5. Offering5. Offering

6. Value-add6. Value-add

8. Decisions8. Decisions

9. Engagement9. Engagement

10. Communications10. Communications

11. Outcomes11. Outcomes

7. Purpose7. Purpose

Brand IdealisationMethodology

Phase 1. Idealising the brand

Achieving leadership requires genuine joined-up thinking

First priority is to interrogate the ‘system’… and examine your assumptions.

NeedNeedss

CommunitiesCommunities

IssuesIssues

InfluencerInfluencerss

OffersOffers

Value-addValue-add DecisionsDecisions

EngagemenEngagementt

CommunicationsCommunications

OutcomeOutcomess

PurposePurpose

ClustersSegmentations‘The DMU’

PoliticalPartnersCompetitorsUsersManagersOpinion Leaders

PESTLECompetitionGovernanceSentiment‘Big themes’Cultural ‘fit’

DesiresDreamsOutcomesRisk tolerancesAssumptions

Working methodExperienceInnovations?Services?

ProductsProjectsProgrammesSkillsCompetenciesProcesses

VisionMissionValuesValue

IncentivesPoliciesChannelsContracts

£?

MessagesMedia‘Weight’Synergy

ResourcesAssumptionsControlsMetricsPlans

I. What market needs are you addressing?

EMOTIONAL NEEDS

SOCIAL NEEDSFUNCTIONAL NEEDS

SPIRITUAL NEEDS

“I want X, Y, Z”

II. Who are your communities of need?

SUSPECTS

PROSPECTS

ENGAGED

ALIGNED

RECRUITS

SHADOWS

III. What forces are changing those needs and those communities?

LIKELIHOOD

NEG

ATIV

E…

PO

SIT

IVE

IV. Who affects the value you deliver?

EN

GA

GED

ADVOCATES

ADVERSARIES

DETA

CH

ED

VA

LUE

DIFFERENTIATION

V. What is your current offering? (transactions)

V. What is your current offering? (relationships)

VA

LUE

DIFFERENTIATION

VI. What else could you offer? (transactions)

VA

LUE

DIFFERENTIATION

PRODUCT

KNOWLEDGE

ENGAGEMENT

SERVICE

ETHICS

EMOTION

VI. What else can you offer? (relationships)V

ALU

E

DIFFERENTIATION

VALUE

UNDERSTANDING

EMPOWERMENT

EXPERIENCE

ALIGNMENT

EMPATHY

VII. What more can the brand stand for?

‘Principles’ ‘Vision’

TRANSACTION

VALUE

VALUES

RELATIONSHIP

IMPLICATION MOTIVATION

PROMISE INTENT

‘Offer’ ‘Mission’

VII. What is your current brand proposition?

‘Principles’ ‘Vision’

TRANSACTION

VALUE

VALUES

RELATIONSHIP

IMPLICATION MOTIVATION

PROMISE INTENT

‘Offer’ ‘Mission’

VIII. What is your strategy?

REVENUE PRODUCTIVITY

OPP vs RISK COST

IX. What resources do you need?

KNOWLEDGE PEOPLE

FINANCES PARTNERS

X. What /How do you communicate?

DIRECT MEDIATEDPR

OD

UC

T

SA

LES

DEM

AN

DC

REA

TIO

N

XI. What are your goals?

COLLECTIVE

INDIVIDUAL

QU

ALI

TA

TIV

E

QU

AN

TIT

ATIV

E

Then “Idealise” your insights to build a coherent Brand Story

1. 1. NeedsNeeds

2. 2. CommunitiesCommunities

3. 3. IssuesIssues

4. 4. InfluencersInfluencers

5. Offers5. Offers

6. Value-6. Value-AddAdd

8. 8. DecisionsDecisions

9. 9. EngagementEngagement

10. 10. CommunicationsCommunications

11. 11. OutcomesOutcomes

7. Purpose7. Purpose

Highest value…

Most differentiating…

Best targeted…

Most trustworthy…

Highest yield…

Most compelling…

Most authoritative…

Highest impact…

..in order to reachclear business or relationship

Most motivating…

Most valued…

Phase 2 Realising

Marketing

Managing Marketing Reality depends upon three key disciplines

Value

Alignment

ReputationManagement

Stakeholder

EngagementBrand Expectation to Brand Promise…

Brand Promise to Brand Fulfilment…

Brand Fulfilment to Brand Expectation…

As delivery evolves, the brand’s ‘reality’ is constantly challenged…

1. 1. NeedsNeeds

3. 3. IssuesIssues

5. Offers5. Offers 9. 9. EngagementEngagement

11. Outcomes11. Outcomes7. Purpose7. Purpose

is partial and short-term…

do not materialise and are never scrutinised…

are missed ordismissed…

is disbelievedor ridiculed…

are poorly understood…

are divorced fromexpectations…

are not followed through into actions..

does nothing todifferentiate…

are confusing or counter-productive…

are disengaged…

are antagonised…

2. 2. CommunitiesCommunities

4. 4. InfluencersInfluencers

6. Value-6. Value-AddAdd

8. 8. DecisionsDecisions

10. 10. CommunicationsCommunications

Realising Marketing: driving purpose into the ‘system

NeedsNeeds

CommunitiesCommunities

IssuesIssues

InfluencersInfluencers

OffersOffers

Value-addValue-add DecisionsDecisions

EngagementEngagement

CommunicationsCommunications

OutcomesOutcomesPurposePurpose

CommunitiesCommunities

Which needs will grow fastest for my customers?

Who will drive a change in requirements?How well do we know them?

What new requirements can we anticipate?

Am you leveraging brand reputation?

Is the ‘total offer’ well articulated?Are we getting it to the right people?

How are we engaging the whole ecosystem for profit?

Are we talking our customers’ language?