repeatable brand strategy: how successful brands are outmaneuvering the competition with a...

Repeatable Brand Strategy:How successful brands are outmaneuvering the competition with a 2,300-year-old strategy

Flint McGlaughlin – Managing Director, MECLABS Institute

Flint McGlaughlin is the managing director of MECLABS Institute. The organization has partnered with key market leaders including The New York Times, Microsoft Corporation, and Reuters Group.

He also serves as the Director of Enterprise Research at the Transforming Business Institute, University of Cambridge (UK) and as a Trustee for Westminster Theological Centre. McGlaughlin originally studied Philosophy and Theology at the University of London’s Specialist Jesuit College.

Today, his primary research is focused on enterprise as transformative agent. His work has won multiple awards and has been quoted in more than 13,000 online and offline sources.

Today’s Speaker

Experiment #1Control

Non-Branded

TreatmentLightly Branded

40%INCREASE

Experiment #2Control

Lightly Branded

TreatmentFully Branded

-34%DECREASE

Paul MontgomeryPresident and Founder

Lyn StevensCEO and Founder

• Paul Montgomery and Lyn Stevens have been leaders in the precious metals industry—a multi-billion dollar industry—for decades.

• In a market place suffering from a poor reputation, they decided to launch a new precious metals company that was consumer focused and truly expressed their vision of reliability and trustworthiness.

• To do this, they began an evaluation and development of their value proposition and its implications to create a entirely new type of brand in the industry.

A Real-world Example: Background

If I am a current precious metals investor, why should I invest in precious metals with you rather

than any other precious metals provider?

A Real-world Example: The question

Potential Claims of ValueAppeal

(1-5)

Exclusivity

(1-5)

Because we were founded by a team with a proven record of consumer advocacy 3.5 4.5

Because we are trustworthy 3.5 4

Because we offer transparent comparison charts 5 4.5

Because we provide clarity in the cart (spot, premium, time) 5 4.5

Because we automatically guarantee lowest spot price while in the checkout process 4 4

Because we provide an in-market buyback guarantee 3.5 3.5

Because our products are almost always in stock 4 3.5

Because we offer budget and subscription services 3.5 4

Because we provide excellent customer service 3.5 ?

A Real-world Example: Claims of value and argument

Because customers can trust Heartland’s relentless dedication to integrityand unparalleled market transparency so that they are empowered tomake the most informed precious metals investment decisions.

Potential Claims of ValueAppeal

(1-5)

Exclusivity

(1-5)

Because we were founded by a team with a proven record of consumer advocacy 3.5 4.5

Because we are trustworthy 3.5 4

Because we offer transparent comparison charts 5 4.5

Because we provide clarity in the cart (spot, premium, time) 5 4.5

Because we automatically guarantee lowest spot price while in the checkout process 4 4

Because we provide an in-market buyback guarantee 3.5 3.5

Because our products are almost always in stock 4 3.5

Because we offer budget and subscription services 3.5 4

Because we provide excellent customer service 3.5 ?


Because customers can trust our relentless dedication to integrity1 and unparalleled market transparency2 so that they are empowered to make the most informed precious metals investment decisions. 3

1. Our founders have over 50 years of experience and have earned the highest industry awards for ethics and integrity for their tireless efforts to root out dishonest practices in the precious metals trade, winning settlements for defrauded customers. Our founders also have years of experience advising the FTC, the SEC, various State Attorneys Generals and the PNG.

2. We provide clear pricing during both the buying and selling process, ensuring that your spot and premium are locked in during your purchase. We provide clarity around the market feed source. We also have a history of exposing bad price skimming practices.

3. Our patented tools platform offers precious metals investors unmatched asset management control, providing up-to-the-minute market updates, price alerts and portfolio configuration. We also offer a 100% “buy back” guarantee.


Fresh Contemporary

Ease

Cool Mechanical

Precision

WarmFamilyValues

A Real-world Example: Brand symbol sets

A Real-world Example: Brand implementation

How do we effectively leverage our value proposition to build a brand from the ground up?

A Real-world Example: Brand implementation

In this clinic, we will walk through a systematic approach for linking the value proposition argument

to the execution of the branding strategy.

FKey Principles

Value Proposition

Defining the Fostered Conclusions

1. Value proposition is an argument; brand is an impression (in the form of a conclusion).

FKey Principles



2. The value proposition experience creates an impression; brand leverages the impression to create buying momentum.

Value Proposition

FKey Principles


2. The value proposition experience creates an impression; brand leverages the impression to create buying momentum.

3. Brands can attempt to create an impression that occurs before and after the purchase, but if there is not an alignment between the (brand) promise and the experience of the value proposition, the impression is nullified.


Value Proposition x





Argument

Impression

Argument to Impression

TRUSTWORTHY

EMPOWERMENTTRANSPARENT

FKey Principles

4. The most effective brands leverage the brand impression to foster a conclusion not just about the company’s value but also about the prospect’s identity.


The Untold Story

Question: How did Apple leverage identity in this campaign?

http://www.computerworld.com/article/2936344/apple-mac/the-untold-story-behind-apple-s-think-different-campaign.html

Question: How did Marlboro leverage identity in this campaign?

How can I leverage my brand to impact the prospect’s identity?

Question: How did Marlboro leverage identity in this campaign?

Classic Syllogism Example:

P1: All men (M) are mortal (P).

P2: Socrates (S) is a man (M).

P3: Therefore, Socrates (S) is mortal (P).

Syllogism: a logical argument that applies deductive reasoning to arrive at a conclusion based on two or more propositions that are asserted, or assumed, to be true.

F Essential Definition

Aristotle

Classic Syllogism Structure:

P1: All the middle term (M) are the predicate (P).

P2: The subject (S) is the middle term (M).

P3: Therefore, the subject (S) is the predicate (P).

On Syllogisms: Impacting the prospect’s identity

Classic Syllogism Example:

P1: All men (M) are mortal (P).

P2: Socrates (S) is a man (M).

P3: Therefore, Socrates (S) is mortal (P).

Syllogism: a logical argument that applies deductive reasoning to arrive at a conclusion based on two or more propositions that are asserted, or assumed, to be true.

F Essential Definition

Aristotle

Classic Syllogism Structure:

P1: All the middle term (M) are the predicate (P).

P2: The subject (S) is the middle term (M).

P3: Therefore, the subject (S) is the predicate (P).

Brands can create a virtual syllogism in the minds of their customers by bringing their subject

(customer experience) into alignment with a clear predicate.

On Syllogisms: Impacting the prospect’s identity

The Untold Story

Apple: “Think different”

• Apple had 90 days of money left when its agency, TBWA\Chiat\Day, began brainstorming the campaign.


The Untold Story


• Apple had 90 days of money left when its agency, TBWA\Chiat\Day, began brainstorming the campaign.

• Art director Craig Tanimoto was inspired by Rene Magritte’s surrealist painting “The Treachery of Images,” a painting of a pipe with the phrase “This is not a pipe” transcribed in French.


The Untold Story


• This idea of something being more than what it is inspired him to doodle an Apple computer and label it: “This is not a box.”

“This is not a box”


The Untold Story


• His thoughts shifted to Dr. Seuss and how so many of his characters are unique or social outcasts. Next to one of his doodles he jotted down: “Think different.”


The Untold Story


“‘Think Different’ celebrates the soul of the Apple brand—that creative people with passion can change the world for the better.” – Steve Jobs


The Untold Story


“Think Different” Virtual Syllogism

P1: All people who use Apple products think differently.

P2: I use Apple products.

P3: Therefore, I think differently.


Marlboro: The Marlboro Man

• Originally marketed to women in the 1920s, Marlboro did not begin marketing to men until the late 1950s, when concerns about smoking cigarettes without filters began affecting the market.

A Marlboro Man Story

http://www.k-message.com/marlboro-man-story/



• Originally marketed to women in the 1920s, Marlboro did not begin marketing to men until the late 1950s, when concerns about smoking cigarettes without filters began affecting the market.

• Inspired by the ruggedness of TV cowboys, Marlboro focused on appealing to the type of person its intended audience might admire.




Marlboro Man Virtual Syllogism

P1: All people who smoke Marlboro are rugged, tough and “manly.”

P2: I smoke Marlboro.

P3: Therefore, I am rugged, tough and “manly.”


Heartland Example: Fostered conclusions





Heartland Brand Syllogism

P1: All investors who use Heartland value family, integrity and caring for the future of others.

P2: I am an investor who uses Heartland.

P3: Therefore, I value family, integrity and caring for the future of others

FKey Principles


2. The value proposition experience creates an impression; brand leverages the impressionto create buying momentum.

3. Brands can attempt to create an impression that occurs before and after the purchase, but if there is not an alignment between the (brand) promise and the experience of the value proposition, the impression is nullified.

4. The most effective brands leverage the brand impression to foster a conclusion not just about the company’s value but also about the prospect’s identity.

Summary: Putting it all together

repeatable brand strategy: how successful brands are outmaneuvering the competition with a...

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