That’s branding?It takes a lot more than that, but it is a place to

start

“

”

How should we prepare a brand?

Thoughts?

“

”

Why should your business need a brand?

The bigger question

WHY BRANDIN

G?

TO MAKE MORE MONEY

“

”

You need to know the market

To gain marketshare

Porter’s Industry Analysis

Competitive Scenario

Threat of new entrants

Bargaining powers of customers

Threat of substitute productsBargaining

Power of Suppliers

Competitive Scenario

Who are the players

Current Market StatusUpcoming changes

Who are their consumers/customers?

SegmentsTraitsInsights

What do they give to the consumers?

OfferBenefitsValues

Market Positions

Market SharePerceptual Mapping

Perceptual Mapping

High Price – Low Features

High Price – High Features

Low Price – Low Features

Low Price – High Features

Other Maps

Analyze

Key

Seg

men

t Traits

Consumer Profile

Buying

Behavio

r, Co

mmunicatio

n Touchpoint

s

Values

Inspirations

Dreams

, Drives

, Passio

n ….

Relevant

Consumer

Insights

“

”

What does your product/brand have that can resonate with your target audience?

Relevant Product Insight

The JWT Brand Card

Big Idea

Consumer Insight

Product Insight

The Muscles/Attributes of the Big Idea

What can your brand represent to drive this big idea?

What muscles can you flex to establish trust and believability

What are the reasons to believe?

JWT ToolThe Brand Ladder

Campaigns

Flex these muscles

•Do one by one•Do them All together

Execute them with relevance

•Relevant messages for resonance•Relevant touch points to the audience

Link them back to business

results

•Don’t just aware people, make them do something

Utilize Tools

3i

Brand Integrity

Brand Image

Bran

d Id

entit

y

The BRAND

POSITIONING DIFFERENTIATION

“

”

Bit.ly/idonotknowbrand

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HOW DO WE SOLVE THEM?

CASE STUDIES

HOW DO WE CONVINCE PEOPLE THAT WE HAVE

THE RIGHT SOLUTION

THINGS TO TALK ABOUT

ARRIVING AT AN

OPTIMUM SOLUTION

CONVINCINGLY PRESENT

HOW DO WE IMPRESS THE JUDGES?

• Context• Assumptions

Problem

Do you have the right problem?

How much analysis is too

much?

Take your time in presenting

these?

Make sure to cover all

possible bases

ARRIVING AT AN OPTIMU

M SOLUTIO

N

ARRIVING AT AN OPTIMU

M SOLUTIO

N

CONVINCINGLY PRESENT

Slides

Less is MoreMake a point, not a powerpointIf it doesn’t add value, then it does not get in

Y

O

U

I

m

p

r

e

s

s

i

o

n

s

M

a

tt

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W

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a

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w

ill

m

a

tt

e

r

o

n

h

o

w

y

o

u

s

a

y

it

Idea• A

rrive with logic

• Convince with confidence

WHAT ABOUT CONVINCING JUDGES?

REALLY KNOW YOUR AUDIENCE

GIVE THEM WHAT THEY WANT

BE PREPARED

FOR EVERYTHI

NG

LIFE ISN’T FAIR,

NEITHER IS THIS

Best of Luck