1. Brand DevelopmentTools & Tests
This deck provides a few useful models for brand development that Ive used at several companies.Of course this is just a snippet of a very extensive process.Email me if youd like more details on my experience with the branding process.
Todd Ebert
June 2011

2. Methodology
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Corporate Strategy
Customer analysis
Competitor analysis
Vision | mission
Market analysis
Brand Strategy
Architecture
Positioning
Messaging
Brand Personality
Essence
Identity
Voice/Tone
Brand Execution
Sales Experience
Sales Tools
Web/Social Presence
Campaigns
3. What are we good at?
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Best Product
Example:

Microsoft

4. Nike 5. 3M 6. Disney 7. Others?Product Leadership
Threshold Performance
(necessary on all axes)
Leadership Performance
(only possible on one axis)
Product Differentiation
Hybridoperating models
lead to confusion, tension and mediocrity
Example:

McDonalds

8. Walmart 9. Dell 10. Costco 11. Others??Example:

Nordstrom

12. Ritz 13. Airborne Express 14. Others?Operational Competence
Customer Delight
Operational Excellence
Customer Intimacy
Best Total Cost
Best Total Solution
Source: The Discipline of Market Leaders Treacy & Wiersema
15. Where are we on the positioning spectrum?
Walmart
Intel
Whole Foods
Toms shoes
Salesforce.com
FedEx
Process
(How well you do it)
Purpose/Benefit
(Why you do it)
Infrastructure
(What you are)
Apple
Tangible
Intangible
Products/Services
(What you sell)
Personality
(Who you are)
Experience
(Whats the experience)
Samsung
Dell
Dos Equis
Corona
Old Spice
Ritz Carlton
Virgin Air
16. Do we pass this brand test?
Relevant

Based on values your audience cares about

17. Satisfies their rational and emotional needs 18. Grounded in your core business strategy 19. Based on believable values/attributes/strengths 20. Differentiates you from competitors 21. Creates a unique and memorable personality 22. Captures defensible real and perceptual territory 23. Stands the test of timeCredible
Compelling
Sustainable
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