NO SIGNAL(Annoying Continuous Beep)

#jatrains@johnantonios

Building Powerful Brands

MARKETING @johnantonios

Today’s Workshop Plan

• Raw Marketing• Marketing Strategy• Market Analysis– Exercise – Raw Data Analysis

• Brand Sense– Holistic Selling Proposition– Case Study – SUBWAY Sandwiches

RAW MARKETING

… so what’s all the fuss about?

RAW MARKETING

What is the only definition of a Business Purpose?

to Create aCustomer

products, technology, and brands

VALUE

Profits & Success

Creating &

Managing

RAW MARETING

so what is Marketing?a function?It’s the whole business

seen from the point of view of its final results

the customer’s point of view

Marketing Strategy

How to create a customer?

DEVELOPING A MARKETING STRATEGY

Market Analysis Objectives & Assumptions

Strategic Decisions

Strategy Implementation Outcomes

OrganizationalLearning

BuyerLearning

DEVELOPING A MARKETING STRATEGY

GREAT ADVERTISEMENT!

Yeah, right!!!

DEVELOPING A MARKETING STRATEGY

Market Analysis

Objectives & Assumptions

Strategic Decisions

Strategy Implementation Outcomes

OrganizationalLearning

BuyerLearning

OBJECTIVES• Market outcomes (e.g. sales)• Financial metrics (e.g. return on investment)• Measure of customer knowledge (e.g. brand

awareness or perception)

COMMON ASSUMPTIONS• More options is better than fewer options• A Lower prices is preferred to higher price• Information improves choice

Brand Sense

Building Powerful Brand through the SENSES

Nancy Ajram – Coca Cola Ad

Why is this commercial so inviting?(Hint: the answer does not revolve around Nancy)

Branding & The 5 Senses

• Almost our entire understanding of the world is experienced through our senses.

• Our senses are or link to memory and can tap into emotion.

Had to include this horrific picture to get you back in the mood of working!

From Unique Selling Proposition to …

• Emotional Selling Proposition (ESP), where products were perceived as different primarily because of an emotional attachment.

• Organizational Selling Proposition (OSP), where the organization or corporation behind the brand in fact became the brand.

• Brand Selling Proposition (BSP), where the brand was stronger than the physical dimensions of the product.

• Me Selling Proposition (MSP), which saw consumers taking ownership of their brands.

The Future of branding will embrace the Holistic Selling Proposition (HSP). HSP brands are those which not only anchor themselves in tradition but also adopt characteristics of religious sensory experience to leverage the concept of sensory branding as a holistic way of spreading the news.

Smash Your BRAND

Kill YOUR Logo

Smash YOUR Brand

Smash your PICTURE Smash your ICON

Smash YOUR Brand

107 206307 407508

Smash your NAME Smash your SOUND

Smash YOUR Brand

TraditionRitual

Navigation

Picture

Color

ShapeName

Language

Icon

Sound

Behavior

Service

SMASH YOUR

BRAND

Don’t Forget to ConnectJohn AntoniosCreative, Passionate, & Dedicated Social Media & Personal Branding Consultant

Mob: +961.70.204005(Lebanon)Mob: +2.016.1459994 (Egypt)

THANK YOU … &

C U 2MORROW!