Branding as a Competitive Advantage : A Workshop for Start-Up Companies
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BRANDING AS COMPETITIVE ADVANTAGE Samuel Payne Strategy Director
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Transcript of Branding as a Competitive Advantage : A Workshop for Start-Up Companies
BRANDING AS COMPETITIVE ADVANTAGE
Samuel Payne Strategy Director
WE USUALLY WORK WITH CLIENTS LOOKING FOR A COMPETITIVE EDGE IN A MATURE CATEGORY
THE OPPORTUNITY TO SHAPE A BRAND FROM A CELLULAR
LEVEL IS REALLY EXCITING
BRANDS HAVE ENJOYED COMMERCIAL VALUE SINCE C.50AD
FBBE CBBE
BRAND EQUITY CAN BE SPLIT IN TO TWO TERRITORIES OF VALUE
‘FIRM’ ‘CONSUMER’
“a set of assets and liabilities linked to a brand, its name and symbol, that add to or subtract from the value provided by a product or service to a firm and/or that firm's customers” !Aeker 1991
‘the differential effect of brand knowledge on consumer response to the marketing of the brand’ !Keler 1993
FIRM BASED BRAND EQUITY
"If the business were split up, I would take the brands, trademarks, and goodwill, and you could have all the bricks and mortar-and I would fare better than you" !John Stuart, former Chairman of Quaker Oats Ltd
SOURCE: Predicting short-term stock fluctuations by using processing fluency Adam L. Alter and Daniel M. Oppenheimer !Princeton University, 2006
‘BRANDING’ AS AN INFLUENCE ON YOUR IPO
BRANDING IS SO MUCH MORE THAN A LOGO
SUCK NON-SUCK
FBBE CBBE
FIRM BASED BRAND EQUITY IS DIFFICULT TO ATTACH TO A BALANCE SHEET, BUT WIDELY RECOGNISED AS VALUABLE
‘FIRM’ ‘CONSUMER’
“a set of assets and liabilities linked to a brand, its name and symbol, that add to or subtract from the value provided by a product or service to a firm and/or that firm's customers” !Aeker 1991
‘the differential effect of brand knowledge on consumer response to the marketing of the brand’ !Keler 1993
The ‘great idea’ myth
Big Hairy Audacious Goals
Vision and Values
MASARU IBUKU, HIS FIRST 7 EMPLOYEES, WEEKS OF BRAINSTORMING AND
PROTOTYPING
A RICE COOKER THAT DIDN’T WORK SWEET BEAN PASTE SOUP
PURPOSE LET ORDINARY FOLK HAVE THE SAME THINGS AS RICH PEOPLE.
BIG HAIRY AUDACIOUS GOAL BECOME A $125BILLION COMPANY BY THE YEAR 2000
!
PURPOSE LET ORDINARY FOLK HAVE THE SAME THINGS AS RICH PEOPLE.
BIG HAIRY AUDACIOUS GOAL BE AS SUCCESSFUL IN THE REST OF THE WORLD AS WE
HAVE BEEN IN THE UNITED STATES !
IT DEFINES THEIR HR POLICY, INFLUENCES THEIR SEARCH ENGINE OPTIMISATION AND INFORMS INTERNATIONAL EXPANSION UNDER A DIFFERENT NAME.
TESCO’S VISION AND VALUES ARE SO WELL UNDERSTOOD, THEY’RE
EVEN SATIRISED IN CULTURE.
FBBE CBBE
BRAND EQUITY CAN BE SPLIT IN TO TWO TERRITORIES OF VALUE
‘FIRM’ ‘CONSUMER’
“a set of assets and liabilities linked to a brand, its name and symbol, that add to or subtract from the value provided by a product or service to a firm and/or that firm's customers” !Aeker 1991
‘the differential effect of brand knowledge on consumer response to the marketing of the brand’ !Keler 1993
CONSUMER BASED BRAND EQUITY
FBBE CBBE
BRAND EQUITY CAN BE SPLIT IN TO TWO TERRITORIES OF VALUE
‘FIRM’ ‘CONSUMER’
“a set of assets and liabilities linked to a brand, its name and symbol, that add to or subtract from the value provided by a product or service to a firm and/or that firm's customers” !Aeker 1991
‘the differential effect of brand knowledge on consumer response to the marketing of the brand’ !Keler 1993
BARGAINING POWER OF SUPPLIERS
BARGAINING POWER OF BUYERS
THREAT OF NEW ENTRANTS
THREAT OF SUBSTITUTES
RIVALRY AMONGST EXISTING COMPETITORS
THE DEFAULT SHAPE FOR PORTER’S FIVE FORCES HAS CHANGED
BARGAINING POWER OF SUPPLIERS
BARGAINING POWER OF BUYERS
THREAT OF NEW ENTRANTS
THREAT OF SUBSTITUTES
RIVALRY AMONGST EXISTING COMPETITORS
THE DEFAULT POWER HAS SHIFTED FROM SUPPLY TO DEMAND
FBBE CBBE
A CLEAR PARALLEL EXISTS IN THE RELATIONSHIP BETWEEN INDUSTRY AND CONSUMER RECOGNITION OF BRAND VALUE
‘FIRM’ ‘CONSUMER’
“a set of assets and liabilities linked to a brand, its name and symbol, that add to or subtract from the value provided by a product or service to a firm and/or that firm's customers” !Aeker 1991
‘the differential effect of brand knowledge on consumer response to the marketing of the brand’ !Keler 1993
FROM BIG BUGET, EMOTIONAL ADVERTISING
TO MEANINGFUL ACTS AND COMMITMENT
THE BEST BRANDS ARE TAKING ADVANTAGE OF THIS SHIFT
FROM TO
SALESMAN CEOVOICE VISION
PROMISES ACCOUNTABILITY
THIS ISN’T NEW; THE BEST COMPANIES HAVE ALWAYS HAD THESE COMMITMENTS, BUT PERHAPS FAILED TO EXPRESS THEM
JUST AS WITH INDIVIDUALS, CORPORATE SUCCES INSPIRES RESPONSIBLE CONTRIBUTION
WHAT’S YOUR COMPANY DNA?
3 QUESTIONS
WHY DO YOU EXIST, BEYOND MAKING A PROFIT?
1.
WHY SHOULD I, PICK YOU?
2.
WHAT’S YOUR BIG, HAIRY, AUDACIOUS GOAL?
3.
@samuel_payne
Thank you
