Strategic marketing | Branding | Campaign creation | Media planning

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When the world Zigs, Zag*

Strategic marketing | Branding | Campaign creation | Media planning

WDA creates, builds, promotes and manages brands for businesses of all types across a wide range of sectors, from small start-ups right through to PLC’s and multinationals.

We transform businesses with our unique Brand Marketing process which is proven to drive tangible commercial results.We do this day in and day out. We can do it for you too.

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Brand marketing isn’t about changing your logo. It’s about making people want to buy your ‘stuff’.

Of buying decisions are based on emotion.75%

Apologies if that sounds a little crude, but we want to get to the point

and let you to know that we are about creating business for our clients.

Branding can sometimes be seen as fluffy, because it deals with emotions. However, everyone who sees your brand will have an emotional response, and this is because the human brain is wired to react that way – and there’s nothing ‘fluffy’ about that.

Brands are no longer just for consumer products, but equally important in differentiating B2B/trade companies products and services. Indeed, as service providers increasingly start to think and act as brands to gain the competitive advantage, even traditional professional service businesses are seeing the benefits - take the runaway success of Quality Solicitors as a prime example of a law firm - turned brand.

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Are you wasting money on noise in a world of media clutter?

5%

Some company’s can spend

as little as 5% of their marketing budget generating the ideas, strategy and messaging driving their communications.

The rest goes on buying expensive media to get those messages out.....

Your customers are literally bombarded with marketing messages daily;

increasingly so as technology opens up more and more media options.

If you’re essentially saying the same as your competition, then the

marketing battle simply comes down to who’s shouting loudest

(translated: who’s spending the most on media and promotions).

As a result the return on your marketing spend is drastically reduced.

This is compounded by the danger that your audience will start to view

your products or services as commodity items that can be purchased

anywhere; and at that point price alone usually becomes the differentiator.

Perhaps you have a truly unique product or service which gives you a great

competitive advantage - for now. Basing your market positioning around

features and benefits is usually not a good idea however, because they are not

‘ownable’ - and are under constant attack from your competition.

It’s important to understand this distinction:

● A product is a tangible item that can be compared.

● A brand is an intangible thing that cannot be compared only contrasted.

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Are you honestly differentiated within your marketplace?Answer (honestly) 3 simple questions:

1. Who are you?

The first question is easy.

“We’re ‘Central Law Company’, a regional provider of legal services”.

The second question is a little harder. “We provide legal services - but... we specialise in commercial...although we do provide some services for individuals... and we cover lots of specialist areas”.

But the third question, why it matters is where it usually gets sticky. “It matters because our lawyers are the BEST.” (ARE they? And isn’t everyone

else saying that anyway?) “Because we offer the widest range of services.” (Ok, but I only need one kind of service, and I already buy it from someone else.)

“Because we give FIRST-RATE service.” (Yeah right - prove it.)

EX

AM

PLE

EX

AM

PLE

EX

AM

PLE

3. Why does it matter?

2. What do you do?

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Your brand should be your strongest differentiator.A wholly ‘ownable’ positioning

which can give you a distinctive,

differentiated, competitive and

sustainable market advantage.

Products and services and the price charged for them are easily

and directly comparable. Brands and the value paid for them are

almost always incomparable.

Brand valuations published by trusted consultancy’s such as Interbrand and Millward Brown show that brand value represents an increasingly large part of a company’s assets. Many consumer businesses now have brands valued in excess of half their market capitalisation - some like McDonalds are often valued higher than its market cap. Values for B2B businesses are now also on the rise championed by the likes of IBM, Cisco, FedEx and SAP.

£BRAND VALUE

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Why branding matters, and why it is fundamental

to driving business success:

Differentiates you from the competition. Creating interest and desire for your product.

A brilliant brand defines clearly who you really are.

Creates demand by giving your customers what they really want - but can’t get elsewhere.

Emotionally connects your audience to your brand, making your business more memorable and ‘back of mind’ all of the time so it’s ‘front of mind’ at buying time.

Why branding matters, and why it is fundamental

to driving business success:

Consolidates and joins-up your marketing activities - simplifying the process and saving you money.

Incentivises employees: Improving morale and giving them a clear voice and ownership.

Provides a platform for growth: Recognition of what a brand stands for can be transferred to new products and new markets more easily than starting from scratch with each new development.

Drives business sales & profits: Increasing revenues, market share, profit and loyalty. In some cases effective branding can substantiate an increase in price.

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Animation Television Website Identity Viral Mobile Direct Marketing Experimental Film Digital Social PR Photography Advertising eMedia

POS Packaging Exhibition Coding Animation Television Website Identity Viral Mobile Direct Marketing Experimental Film Digital Social

PR Photography Advertising eMedia POS Packaging Exhibition Coding Animation Television Website Identity Viral Mobile Direct Marketing

Experimental Film Digital Social PR Photography Advertising eMedia POS Packaging Exhibition Coding Animation Television Website Identity Viral Mobile Direct Marketing Experimental Film Digital Social PR Photography

Advertising eMedia POS Packaging Exhibition Coding Animation Television Website Identity Viral Mobile Direct Marketing Experimental Film Digital Social PR Photography Advertising eMedia POS Packaging

Exhibition Coding

1. Discover Audit of your business, market, competiion and stakehold

er su

rvey

s 2. Identify Your differentiated ownable brand / m

arket pos

itioni

ng

5. Co

mmunicate Using the right integrated mix of media 4.

Strat

egise Develop strategic marketing plan

INCREASE £SALES | PRICE | MARKET SHARE

The 5 strands of WDA’s BranDnaTM process

ongoing evaluation

ong

oing

eva

luat

ion

Development | evolution | renewal

Your Brand DNA

What’s special about you What the market needs

Customer engagement

3. Create All supporting visual brand asse

ts

ROUTE TO MARKET

ROUTE TO MIND

BranDnatm is a process developed exclusively

by WDA which helps create a clear

understanding of what’s UNIQUE about your

business.

BranDna is at the heart of our Brand

Marketing approach - whether creating a

brand for a new venture, repositioning an

existing brand which has lost relevance; or

reinforcing a strong and successful brand to

ensure that the it remains fully leveraged and

prominent within communications.

BranDnatm

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When it comes to taking your brand to market, WDA

provides two options to suit your

circumstances:

You have an existing agency or internal resources.

If you need a fresh perspective or a new direction, we can assist, or simply sell you the idea - leaving you to take it to

market.

1

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2You need full service.

If you DO need full service we’ll take all the hassle away and do it all for you

utilising a cost effective and proven mix of creative strategy, award winning design,

planning and implementation.

Campaign Creation &

Implementation

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Experiential Marketing

Award Winning

AdvertisingOn & Offline

Retail Promotions & Point Of Sale

Packaging Design

Video Production

Exhibition & Events

Mobile Marketing

Website designbuild & hosting

Social Media Marketing

Campaign Creation &

Implementation

“ WDA really opened our eyes to the world of branding. The team at WDA have been professional and friendly at every step of the

way. We feel the launch of the new branding will help us achieve a

better market position faster and make our brand stronger over the

coming years” - Motorised Division Manager,

Moore Large Distribution

“....with regards to the brand you’ve created I have to say it’s the best

investment we’ve made in a long time. The new Scorpion brand image has been

very well received across all our global markets and we want to do more next

year to maintain the momentum”

Sent from my BlackBerry® wireless device

(Scorpion exhausts CEO 25/12/2011 - Yes, Christmas day!)

What our clients say...

“Over the years I have worked with many design / creative agencies in a multitude of competitive industries. It is a pleasure to work with Lee and

his team at WDA, the positive attitude they employ is only bettered by the first

class brand work they produce”Richard Barrett, UK Marketing Manager,

Fuchs Lubricants (UK) Plc

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“ WDA really opened our eyes to the world of branding. The team at WDA have been professional and friendly at every step of the

way. We feel the launch of the new branding will help us achieve a

better market position faster and make our brand stronger over the

coming years” - Motorised Division Manager,

Moore Large Distribution

WDA are an exciting agency who challenge the norm and deliver outstanding value for money. Lee and his team are a pleasure to work with and on top of supporting us to

launch on time an outstanding brand, WDA have helped us improve our marketing

skills and thought processes. I would have no hesitation in recommending WDA, they

are an exceptional agency! - Donna Howard Business Manager,

Retail, Farécla Products Ltd (MER)

“The new brand identity and campaign materials

planned for this season have totally re-energised Renntec

and ignited a culture of complete change within the business. We now have new

product, new distribution - and feel ready to take on the world.”

- CEO Technical Tubes

“WDA’s understanding of the market helps us really engage with

our target audience. They have created a strong visual identity for

Devitt and I would be happy to recommend their services”

Linda Lo Castro, Marketing Manager, Commercial & Intermediaries RBS

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“WDA are really approachable, quick to respond to any brief

and very proactive. The creative produced is considered and

original; They certainly make my working life easier!”

Moto Marketing Support Manager, Pirelli Tyres Ltd.

“Great service, friendly team; and very knowledgeable about our products and marketplace.

First class all round”Jim Worland, New Channels Marketing Manager, Valeo

“I was really nervous about moving the creative account to WDA as our previous agency were

really good to work with but Yamaha needed to come to the market from a different direction.

I don’t know what I was worried about. Lee and the team have interpreted, executed

and delivered a fabulous piece of work that has surpassed our expectation. It’s a good indication of great creative work when staff are using WDA

images as screen savers!” - Simon Belton, Yamaha Marketing Manager,

Motorcycles and Scooters, Marketing & Communications Division

@wdaautomotive thanks guys for the great research,

striking creative and marketing knowledge. We wholeheartedly

recommend your dynamic team.- Official MerCarCare 11th Jan via twitter

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“WDA are really approachable, quick to respond to any brief

and very proactive. The creative produced is considered and

original; They certainly make my working life easier!”

Moto Marketing Support Manager, Pirelli Tyres Ltd.

A huge thank you to all the team at WDA for their obscene amount of hard work in

making the MER re-launch a reality. From detailed category research to striking design work, everything you have touched

has been first rate. The whole team are a pleasure to work with and I have been particularly impressed with

how brand focussed everyone has been. WDA are not like other agencies, I can

only describe them as an extended part of the marketing team and I would have no

reservations whatsoever in wholeheartedly recommending them.

Victoria Dringer Retail Brand Manager, Farécla Products Ltd (MER)

“Continental is now the fastest growing motorcycle tyre brand

within the UK market”CEO of Cambrian - Continental’s

largest European distributor, on the success of the Continental brand within

the UK motorcycle market in 2011

“Thanks to WDA’s brilliant marketing strategy and of course the vibrancy of our new brand CPI, we are having the most successful Motorcycle Live retail show

ever. The footfall on to our stand in the first day alone far exceeded what took a week

last year with our old brand and dated marketing to achieve. Their innovative

ideas have hit the mark for us.” - Motorised Division Manager,

Moore Large Distribution

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To discuss how WDA could give your business the WOW factor, why not pop in for a chat, give us a call or email?

WDA Branding Derby: Building Brilliant BrandsCreative thinking | Strategic Marketing | Campaign creation

Podium House | 20A Friar Gate | Derby | DE1 1BX google maps

Telephone: +44 (0) 1332 372 728 Fax: +44 (0) 1332 295 607

* The inspiration for our cover title comes from a famous 80’s advertising

campaign, which saw Levi’s the first to advertise fashion without showing

any image of their product. The ad featured a flock of white sheep, and

one solitary black one. The strap read: ‘Black Levi’s. When the world

zigs, zag.’ The campaign was an overnight success for the brand.

Lee Waterhouse,Managing Director lee@wda-automotive.com

Patrick Chapman,Marketing Director,patrick@wda-automotive.com

20AFRIAR GATE DERBY

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