making the new ring true phil rumbol 1 o 1 . a free range creative company
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Making The New Ring True Phil Rumbol 1 o 1 . A Free Range Creative Company. 30. o 3 . 2 o 1 1. o 1. Branding & The Green Economy. o2. What is Branding?. A Historical Perspective A sign of ownership A sign of the people behind the product A mark of quality. o3. What is a Brand?. - PowerPoint PPT PresentationTRANSCRIPT
Making The New Ring True
Phil Rumbol1o1. A Free Range Creative Company
30.o3.2o11
o1
Branding
&
The Green Economy
What is Branding?o2
A Historical Perspective
A sign of ownership
A sign of the people behind the product
A mark of quality
What is a Brand?o3
Expectation
BRAND
Fulfilment
What is a Brand?o3
Expectation
BRAND
Fulfilment
What am I going to get?
What is a Brand?o3
Expectation
BRAND
Fulfilment
Does it ‘work’?
What is a Brand?o4
Refreshment
BRAND
Building a Brando5
Promise
BRAND
1. What does the customer want/need?
2. What do we offer that’s different / better?
Building a Brando5
Promise
BRAND
Deliver
4. Does it ‘do what it says on the tin’?
3. How do we design our product/service to deliver this?
Building a Brando6
Traditional Marketingo7
Marketing
Promise
BRAND
Deliver
“Trust Us”
Reputation shaped by “Telling”
“Modern” Marketingo8
Marketing
Promise
BRAND
Deliver
Reputation shaped more by “Doing”
Word of mouthSocial media
Peer to peer reviewComparison websites
Etc etc
Brand = Reputationo9
“Reputation arrives on foot and leaves on horseback”
Brand = Reputationo9
“Reputation arrives on foot and leaves on horseback”
a racehorse
Building reputation is a journey1o
Reputation
Familiarity
Heard of...
Trust
Like
Known for….
The Role of the Brand dependson where you’re starting from
11
Established BrandNew Brand
Established Category
New Category
EducateWhat’s important?
The Role of the Brand dependson where you’re starting from
11
Established BrandNew Brand
Established Category
New Category
EducateWhat’s important?
DifferentiateHow’s it different?
The Role of the Brand dependson where you’re starting from
11
Established BrandNew Brand
Established Category
New Category
EducateWhat’s important?
EngageIs it the
‘brand for me’?
DifferentiateHow’s it different?
The Role of the Brand dependson where you’re starting from
11
Established BrandNew Brand
Established Category
New Category
EducateWhat’s important?
EngageIs it the
‘brand for me’?
DifferentiateHow’s it different?
JustifyWhat right do you
have?
The Green Economy Reputation
12
Applying this to the Green Economy 13
Recognise that it’s a new categoryConsumers will want simplification & reassurance
Be clear about your Brand PromiseWhat are you offering?
Be clear about what your brand brings?What credibility do you have? Why should I trust you?
Understand the customer journeyWho / what will inform their decision?
Make sure you deliver your brand promiseRemember, reputation leaves on horseback…