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Transcript of Branding – Full Circle Engagement With Your Consumer ...c.ymcdn.com/sites/ · Branding – Full...
Branding ndash Full Circle Engagement With Your
ConsumerThursday April 15 2010
Virginia H Rose MBA PHR CCPVice President ndash Strategy amp Operations
Texas Health Resources Presbyterian Dallas Hospital
Brand ldquoPersonalityrdquo
Strong BrandsHow does it make you feelWhat promise or guarantee does it come with in your mindWho owns the brand in your organization
Brand Personality ndash Strong Brands
PromiseAcceptanceTrustHope
Strong Brand ndash Company Benefits
Repeat businessPremiums ndash Higher MarginsCredibility ndash New ProductsService LinesShareholderStakeholder ReturnClear Differentiation from your competitorsClarity ndash Internal focus amp External Forgiving of mistakesGuide to purchase decisions
Brand Definition
What your company stands forA set of promisesImplies trust consistency and a clear set of expectationsCompany size is not of importance ndashmindset amp functional involvement
THE BRAND IS AN ASSET NOT A MARKETING TACTIC
The ShiftMarketing Strategic Branding
Marketing Department Zealot
One Time Transaction Lifetime Relationship
Customer Satisfaction Customer Loyalty amp Commitment
One Year Planning Multi-Year Strategy
Awareness amp Recall Metrics
Clearly defined brand metrics
Inside to Outside Inside amp Outside
They ldquoGet Itrdquo
So Why Do We Switch Brands
52 - Failed to Deliver51 - Not Available42 - Needs Change41 - Alternate Brand Recommendation
What does this tell us
Steps to Your Brand Coming Alive
1 Brand VisionLinkages between brand and strategy of companyDelta between current and future growthSenior Leadership Agreement and Buy-In
Steps to Your Brand Coming Alive
2 Brand FeelPictureWhat does it mean today to your consumer Compare to competitionImage we want Whatrsquos the ldquoproduct of the productrdquoWhat are our current consumers telling us How do they thinkWhatrsquos our promise commitment contract ndash 18 month rule
High Differentiation
Low Differentiation
3 The StrategyMust be in step with overall strategy ndash financial operational capital core competency etcPositioningChannels wersquoll use to reach out Targeted or Scattered High Touch or High Tech PR or Self IndulgedThe TOTAL EXPERIENCE ndash will the experience match what you say your brand ldquoISrdquo
Steps to Your Brand Coming Alive
3 The Strategy ContHow will your staff be trained How will you sustain this trainingHow do you keep senior leadership involved over timeHow do we ensure consistency and pristine complianceYou cannot manage what you cannot measurehellipTOP BOX ndash Very Satisfied and Willing to Recommend
Steps to Your Brand Coming Alive
4 The CultureDo you have visionary leadership and influencers at the helm Inclusion of key people in key meetingsAllows staff to see ldquohow they fitrdquoCrystal Clear futureOrganizational Structure ndash Silo or Clear DelineationInternal System AlignmentHave they ldquopromisedrdquo
Steps to Your Brand Coming Alive
Steps to Your Brand Coming Alive
4 The Culture ContINTERNAL COMMUNICATIONS
Target AudienceObjectives ndash inform discuss etcFrequencyZealot ResponsibilityMeasured accountabilityCostSustain Effort
FUN
Branding ndash Full Circle Engagement With Your
Consumer
ITrsquoS UP TO YOUhelliphelliphelliphellip
AcknowledgementsBalanced Scorecard Diagnostics ndash Paul R NivenThe Marketing Gurus ndash Chris MurrayUltimate Guide to Direct Marketing ndash Al LautenslagerThe English Surgeon (PBS)Harvard Business ReviewThe Wall Street JournalYou Tube
- Branding ndash Full Circle Engagement With Your ConsumerThursday April 15 2010
- Brand ldquoPersonalityrdquo
- Brand Personality ndash Strong Brands
- Strong Brand ndash Company Benefits
- Brand Definition
- The Shift
- They ldquoGet Itrdquo
- So Why Do We Switch Brands
- Steps to Your Brand Coming Alive
- Steps to Your Brand Coming Alive
- Slide Number 11
- Slide Number 12
- Slide Number 13
- Steps to Your Brand Coming Alive
- Steps to Your Brand Coming Alive
- Steps to Your Brand Coming Alive
- Steps to Your Brand Coming Alive
- Slide Number 18
- Slide Number 19
- Acknowledgements
-
Brand ldquoPersonalityrdquo
Strong BrandsHow does it make you feelWhat promise or guarantee does it come with in your mindWho owns the brand in your organization
Brand Personality ndash Strong Brands
PromiseAcceptanceTrustHope
Strong Brand ndash Company Benefits
Repeat businessPremiums ndash Higher MarginsCredibility ndash New ProductsService LinesShareholderStakeholder ReturnClear Differentiation from your competitorsClarity ndash Internal focus amp External Forgiving of mistakesGuide to purchase decisions
Brand Definition
What your company stands forA set of promisesImplies trust consistency and a clear set of expectationsCompany size is not of importance ndashmindset amp functional involvement
THE BRAND IS AN ASSET NOT A MARKETING TACTIC
The ShiftMarketing Strategic Branding
Marketing Department Zealot
One Time Transaction Lifetime Relationship
Customer Satisfaction Customer Loyalty amp Commitment
One Year Planning Multi-Year Strategy
Awareness amp Recall Metrics
Clearly defined brand metrics
Inside to Outside Inside amp Outside
They ldquoGet Itrdquo
So Why Do We Switch Brands
52 - Failed to Deliver51 - Not Available42 - Needs Change41 - Alternate Brand Recommendation
What does this tell us
Steps to Your Brand Coming Alive
1 Brand VisionLinkages between brand and strategy of companyDelta between current and future growthSenior Leadership Agreement and Buy-In
Steps to Your Brand Coming Alive
2 Brand FeelPictureWhat does it mean today to your consumer Compare to competitionImage we want Whatrsquos the ldquoproduct of the productrdquoWhat are our current consumers telling us How do they thinkWhatrsquos our promise commitment contract ndash 18 month rule
High Differentiation
Low Differentiation
3 The StrategyMust be in step with overall strategy ndash financial operational capital core competency etcPositioningChannels wersquoll use to reach out Targeted or Scattered High Touch or High Tech PR or Self IndulgedThe TOTAL EXPERIENCE ndash will the experience match what you say your brand ldquoISrdquo
Steps to Your Brand Coming Alive
3 The Strategy ContHow will your staff be trained How will you sustain this trainingHow do you keep senior leadership involved over timeHow do we ensure consistency and pristine complianceYou cannot manage what you cannot measurehellipTOP BOX ndash Very Satisfied and Willing to Recommend
Steps to Your Brand Coming Alive
4 The CultureDo you have visionary leadership and influencers at the helm Inclusion of key people in key meetingsAllows staff to see ldquohow they fitrdquoCrystal Clear futureOrganizational Structure ndash Silo or Clear DelineationInternal System AlignmentHave they ldquopromisedrdquo
Steps to Your Brand Coming Alive
Steps to Your Brand Coming Alive
4 The Culture ContINTERNAL COMMUNICATIONS
Target AudienceObjectives ndash inform discuss etcFrequencyZealot ResponsibilityMeasured accountabilityCostSustain Effort
FUN
Branding ndash Full Circle Engagement With Your
Consumer
ITrsquoS UP TO YOUhelliphelliphelliphellip
AcknowledgementsBalanced Scorecard Diagnostics ndash Paul R NivenThe Marketing Gurus ndash Chris MurrayUltimate Guide to Direct Marketing ndash Al LautenslagerThe English Surgeon (PBS)Harvard Business ReviewThe Wall Street JournalYou Tube
- Branding ndash Full Circle Engagement With Your ConsumerThursday April 15 2010
- Brand ldquoPersonalityrdquo
- Brand Personality ndash Strong Brands
- Strong Brand ndash Company Benefits
- Brand Definition
- The Shift
- They ldquoGet Itrdquo
- So Why Do We Switch Brands
- Steps to Your Brand Coming Alive
- Steps to Your Brand Coming Alive
- Slide Number 11
- Slide Number 12
- Slide Number 13
- Steps to Your Brand Coming Alive
- Steps to Your Brand Coming Alive
- Steps to Your Brand Coming Alive
- Steps to Your Brand Coming Alive
- Slide Number 18
- Slide Number 19
- Acknowledgements
-
Brand Personality ndash Strong Brands
PromiseAcceptanceTrustHope
Strong Brand ndash Company Benefits
Repeat businessPremiums ndash Higher MarginsCredibility ndash New ProductsService LinesShareholderStakeholder ReturnClear Differentiation from your competitorsClarity ndash Internal focus amp External Forgiving of mistakesGuide to purchase decisions
Brand Definition
What your company stands forA set of promisesImplies trust consistency and a clear set of expectationsCompany size is not of importance ndashmindset amp functional involvement
THE BRAND IS AN ASSET NOT A MARKETING TACTIC
The ShiftMarketing Strategic Branding
Marketing Department Zealot
One Time Transaction Lifetime Relationship
Customer Satisfaction Customer Loyalty amp Commitment
One Year Planning Multi-Year Strategy
Awareness amp Recall Metrics
Clearly defined brand metrics
Inside to Outside Inside amp Outside
They ldquoGet Itrdquo
So Why Do We Switch Brands
52 - Failed to Deliver51 - Not Available42 - Needs Change41 - Alternate Brand Recommendation
What does this tell us
Steps to Your Brand Coming Alive
1 Brand VisionLinkages between brand and strategy of companyDelta between current and future growthSenior Leadership Agreement and Buy-In
Steps to Your Brand Coming Alive
2 Brand FeelPictureWhat does it mean today to your consumer Compare to competitionImage we want Whatrsquos the ldquoproduct of the productrdquoWhat are our current consumers telling us How do they thinkWhatrsquos our promise commitment contract ndash 18 month rule
High Differentiation
Low Differentiation
3 The StrategyMust be in step with overall strategy ndash financial operational capital core competency etcPositioningChannels wersquoll use to reach out Targeted or Scattered High Touch or High Tech PR or Self IndulgedThe TOTAL EXPERIENCE ndash will the experience match what you say your brand ldquoISrdquo
Steps to Your Brand Coming Alive
3 The Strategy ContHow will your staff be trained How will you sustain this trainingHow do you keep senior leadership involved over timeHow do we ensure consistency and pristine complianceYou cannot manage what you cannot measurehellipTOP BOX ndash Very Satisfied and Willing to Recommend
Steps to Your Brand Coming Alive
4 The CultureDo you have visionary leadership and influencers at the helm Inclusion of key people in key meetingsAllows staff to see ldquohow they fitrdquoCrystal Clear futureOrganizational Structure ndash Silo or Clear DelineationInternal System AlignmentHave they ldquopromisedrdquo
Steps to Your Brand Coming Alive
Steps to Your Brand Coming Alive
4 The Culture ContINTERNAL COMMUNICATIONS
Target AudienceObjectives ndash inform discuss etcFrequencyZealot ResponsibilityMeasured accountabilityCostSustain Effort
FUN
Branding ndash Full Circle Engagement With Your
Consumer
ITrsquoS UP TO YOUhelliphelliphelliphellip
AcknowledgementsBalanced Scorecard Diagnostics ndash Paul R NivenThe Marketing Gurus ndash Chris MurrayUltimate Guide to Direct Marketing ndash Al LautenslagerThe English Surgeon (PBS)Harvard Business ReviewThe Wall Street JournalYou Tube
- Branding ndash Full Circle Engagement With Your ConsumerThursday April 15 2010
- Brand ldquoPersonalityrdquo
- Brand Personality ndash Strong Brands
- Strong Brand ndash Company Benefits
- Brand Definition
- The Shift
- They ldquoGet Itrdquo
- So Why Do We Switch Brands
- Steps to Your Brand Coming Alive
- Steps to Your Brand Coming Alive
- Slide Number 11
- Slide Number 12
- Slide Number 13
- Steps to Your Brand Coming Alive
- Steps to Your Brand Coming Alive
- Steps to Your Brand Coming Alive
- Steps to Your Brand Coming Alive
- Slide Number 18
- Slide Number 19
- Acknowledgements
-
Strong Brand ndash Company Benefits
Repeat businessPremiums ndash Higher MarginsCredibility ndash New ProductsService LinesShareholderStakeholder ReturnClear Differentiation from your competitorsClarity ndash Internal focus amp External Forgiving of mistakesGuide to purchase decisions
Brand Definition
What your company stands forA set of promisesImplies trust consistency and a clear set of expectationsCompany size is not of importance ndashmindset amp functional involvement
THE BRAND IS AN ASSET NOT A MARKETING TACTIC
The ShiftMarketing Strategic Branding
Marketing Department Zealot
One Time Transaction Lifetime Relationship
Customer Satisfaction Customer Loyalty amp Commitment
One Year Planning Multi-Year Strategy
Awareness amp Recall Metrics
Clearly defined brand metrics
Inside to Outside Inside amp Outside
They ldquoGet Itrdquo
So Why Do We Switch Brands
52 - Failed to Deliver51 - Not Available42 - Needs Change41 - Alternate Brand Recommendation
What does this tell us
Steps to Your Brand Coming Alive
1 Brand VisionLinkages between brand and strategy of companyDelta between current and future growthSenior Leadership Agreement and Buy-In
Steps to Your Brand Coming Alive
2 Brand FeelPictureWhat does it mean today to your consumer Compare to competitionImage we want Whatrsquos the ldquoproduct of the productrdquoWhat are our current consumers telling us How do they thinkWhatrsquos our promise commitment contract ndash 18 month rule
High Differentiation
Low Differentiation
3 The StrategyMust be in step with overall strategy ndash financial operational capital core competency etcPositioningChannels wersquoll use to reach out Targeted or Scattered High Touch or High Tech PR or Self IndulgedThe TOTAL EXPERIENCE ndash will the experience match what you say your brand ldquoISrdquo
Steps to Your Brand Coming Alive
3 The Strategy ContHow will your staff be trained How will you sustain this trainingHow do you keep senior leadership involved over timeHow do we ensure consistency and pristine complianceYou cannot manage what you cannot measurehellipTOP BOX ndash Very Satisfied and Willing to Recommend
Steps to Your Brand Coming Alive
4 The CultureDo you have visionary leadership and influencers at the helm Inclusion of key people in key meetingsAllows staff to see ldquohow they fitrdquoCrystal Clear futureOrganizational Structure ndash Silo or Clear DelineationInternal System AlignmentHave they ldquopromisedrdquo
Steps to Your Brand Coming Alive
Steps to Your Brand Coming Alive
4 The Culture ContINTERNAL COMMUNICATIONS
Target AudienceObjectives ndash inform discuss etcFrequencyZealot ResponsibilityMeasured accountabilityCostSustain Effort
FUN
Branding ndash Full Circle Engagement With Your
Consumer
ITrsquoS UP TO YOUhelliphelliphelliphellip
AcknowledgementsBalanced Scorecard Diagnostics ndash Paul R NivenThe Marketing Gurus ndash Chris MurrayUltimate Guide to Direct Marketing ndash Al LautenslagerThe English Surgeon (PBS)Harvard Business ReviewThe Wall Street JournalYou Tube
- Branding ndash Full Circle Engagement With Your ConsumerThursday April 15 2010
- Brand ldquoPersonalityrdquo
- Brand Personality ndash Strong Brands
- Strong Brand ndash Company Benefits
- Brand Definition
- The Shift
- They ldquoGet Itrdquo
- So Why Do We Switch Brands
- Steps to Your Brand Coming Alive
- Steps to Your Brand Coming Alive
- Slide Number 11
- Slide Number 12
- Slide Number 13
- Steps to Your Brand Coming Alive
- Steps to Your Brand Coming Alive
- Steps to Your Brand Coming Alive
- Steps to Your Brand Coming Alive
- Slide Number 18
- Slide Number 19
- Acknowledgements
-
Brand Definition
What your company stands forA set of promisesImplies trust consistency and a clear set of expectationsCompany size is not of importance ndashmindset amp functional involvement
THE BRAND IS AN ASSET NOT A MARKETING TACTIC
The ShiftMarketing Strategic Branding
Marketing Department Zealot
One Time Transaction Lifetime Relationship
Customer Satisfaction Customer Loyalty amp Commitment
One Year Planning Multi-Year Strategy
Awareness amp Recall Metrics
Clearly defined brand metrics
Inside to Outside Inside amp Outside
They ldquoGet Itrdquo
So Why Do We Switch Brands
52 - Failed to Deliver51 - Not Available42 - Needs Change41 - Alternate Brand Recommendation
What does this tell us
Steps to Your Brand Coming Alive
1 Brand VisionLinkages between brand and strategy of companyDelta between current and future growthSenior Leadership Agreement and Buy-In
Steps to Your Brand Coming Alive
2 Brand FeelPictureWhat does it mean today to your consumer Compare to competitionImage we want Whatrsquos the ldquoproduct of the productrdquoWhat are our current consumers telling us How do they thinkWhatrsquos our promise commitment contract ndash 18 month rule
High Differentiation
Low Differentiation
3 The StrategyMust be in step with overall strategy ndash financial operational capital core competency etcPositioningChannels wersquoll use to reach out Targeted or Scattered High Touch or High Tech PR or Self IndulgedThe TOTAL EXPERIENCE ndash will the experience match what you say your brand ldquoISrdquo
Steps to Your Brand Coming Alive
3 The Strategy ContHow will your staff be trained How will you sustain this trainingHow do you keep senior leadership involved over timeHow do we ensure consistency and pristine complianceYou cannot manage what you cannot measurehellipTOP BOX ndash Very Satisfied and Willing to Recommend
Steps to Your Brand Coming Alive
4 The CultureDo you have visionary leadership and influencers at the helm Inclusion of key people in key meetingsAllows staff to see ldquohow they fitrdquoCrystal Clear futureOrganizational Structure ndash Silo or Clear DelineationInternal System AlignmentHave they ldquopromisedrdquo
Steps to Your Brand Coming Alive
Steps to Your Brand Coming Alive
4 The Culture ContINTERNAL COMMUNICATIONS
Target AudienceObjectives ndash inform discuss etcFrequencyZealot ResponsibilityMeasured accountabilityCostSustain Effort
FUN
Branding ndash Full Circle Engagement With Your
Consumer
ITrsquoS UP TO YOUhelliphelliphelliphellip
AcknowledgementsBalanced Scorecard Diagnostics ndash Paul R NivenThe Marketing Gurus ndash Chris MurrayUltimate Guide to Direct Marketing ndash Al LautenslagerThe English Surgeon (PBS)Harvard Business ReviewThe Wall Street JournalYou Tube
- Branding ndash Full Circle Engagement With Your ConsumerThursday April 15 2010
- Brand ldquoPersonalityrdquo
- Brand Personality ndash Strong Brands
- Strong Brand ndash Company Benefits
- Brand Definition
- The Shift
- They ldquoGet Itrdquo
- So Why Do We Switch Brands
- Steps to Your Brand Coming Alive
- Steps to Your Brand Coming Alive
- Slide Number 11
- Slide Number 12
- Slide Number 13
- Steps to Your Brand Coming Alive
- Steps to Your Brand Coming Alive
- Steps to Your Brand Coming Alive
- Steps to Your Brand Coming Alive
- Slide Number 18
- Slide Number 19
- Acknowledgements
-
The ShiftMarketing Strategic Branding
Marketing Department Zealot
One Time Transaction Lifetime Relationship
Customer Satisfaction Customer Loyalty amp Commitment
One Year Planning Multi-Year Strategy
Awareness amp Recall Metrics
Clearly defined brand metrics
Inside to Outside Inside amp Outside
They ldquoGet Itrdquo
So Why Do We Switch Brands
52 - Failed to Deliver51 - Not Available42 - Needs Change41 - Alternate Brand Recommendation
What does this tell us
Steps to Your Brand Coming Alive
1 Brand VisionLinkages between brand and strategy of companyDelta between current and future growthSenior Leadership Agreement and Buy-In
Steps to Your Brand Coming Alive
2 Brand FeelPictureWhat does it mean today to your consumer Compare to competitionImage we want Whatrsquos the ldquoproduct of the productrdquoWhat are our current consumers telling us How do they thinkWhatrsquos our promise commitment contract ndash 18 month rule
High Differentiation
Low Differentiation
3 The StrategyMust be in step with overall strategy ndash financial operational capital core competency etcPositioningChannels wersquoll use to reach out Targeted or Scattered High Touch or High Tech PR or Self IndulgedThe TOTAL EXPERIENCE ndash will the experience match what you say your brand ldquoISrdquo
Steps to Your Brand Coming Alive
3 The Strategy ContHow will your staff be trained How will you sustain this trainingHow do you keep senior leadership involved over timeHow do we ensure consistency and pristine complianceYou cannot manage what you cannot measurehellipTOP BOX ndash Very Satisfied and Willing to Recommend
Steps to Your Brand Coming Alive
4 The CultureDo you have visionary leadership and influencers at the helm Inclusion of key people in key meetingsAllows staff to see ldquohow they fitrdquoCrystal Clear futureOrganizational Structure ndash Silo or Clear DelineationInternal System AlignmentHave they ldquopromisedrdquo
Steps to Your Brand Coming Alive
Steps to Your Brand Coming Alive
4 The Culture ContINTERNAL COMMUNICATIONS
Target AudienceObjectives ndash inform discuss etcFrequencyZealot ResponsibilityMeasured accountabilityCostSustain Effort
FUN
Branding ndash Full Circle Engagement With Your
Consumer
ITrsquoS UP TO YOUhelliphelliphelliphellip
AcknowledgementsBalanced Scorecard Diagnostics ndash Paul R NivenThe Marketing Gurus ndash Chris MurrayUltimate Guide to Direct Marketing ndash Al LautenslagerThe English Surgeon (PBS)Harvard Business ReviewThe Wall Street JournalYou Tube
- Branding ndash Full Circle Engagement With Your ConsumerThursday April 15 2010
- Brand ldquoPersonalityrdquo
- Brand Personality ndash Strong Brands
- Strong Brand ndash Company Benefits
- Brand Definition
- The Shift
- They ldquoGet Itrdquo
- So Why Do We Switch Brands
- Steps to Your Brand Coming Alive
- Steps to Your Brand Coming Alive
- Slide Number 11
- Slide Number 12
- Slide Number 13
- Steps to Your Brand Coming Alive
- Steps to Your Brand Coming Alive
- Steps to Your Brand Coming Alive
- Steps to Your Brand Coming Alive
- Slide Number 18
- Slide Number 19
- Acknowledgements
-
They ldquoGet Itrdquo
So Why Do We Switch Brands
52 - Failed to Deliver51 - Not Available42 - Needs Change41 - Alternate Brand Recommendation
What does this tell us
Steps to Your Brand Coming Alive
1 Brand VisionLinkages between brand and strategy of companyDelta between current and future growthSenior Leadership Agreement and Buy-In
Steps to Your Brand Coming Alive
2 Brand FeelPictureWhat does it mean today to your consumer Compare to competitionImage we want Whatrsquos the ldquoproduct of the productrdquoWhat are our current consumers telling us How do they thinkWhatrsquos our promise commitment contract ndash 18 month rule
High Differentiation
Low Differentiation
3 The StrategyMust be in step with overall strategy ndash financial operational capital core competency etcPositioningChannels wersquoll use to reach out Targeted or Scattered High Touch or High Tech PR or Self IndulgedThe TOTAL EXPERIENCE ndash will the experience match what you say your brand ldquoISrdquo
Steps to Your Brand Coming Alive
3 The Strategy ContHow will your staff be trained How will you sustain this trainingHow do you keep senior leadership involved over timeHow do we ensure consistency and pristine complianceYou cannot manage what you cannot measurehellipTOP BOX ndash Very Satisfied and Willing to Recommend
Steps to Your Brand Coming Alive
4 The CultureDo you have visionary leadership and influencers at the helm Inclusion of key people in key meetingsAllows staff to see ldquohow they fitrdquoCrystal Clear futureOrganizational Structure ndash Silo or Clear DelineationInternal System AlignmentHave they ldquopromisedrdquo
Steps to Your Brand Coming Alive
Steps to Your Brand Coming Alive
4 The Culture ContINTERNAL COMMUNICATIONS
Target AudienceObjectives ndash inform discuss etcFrequencyZealot ResponsibilityMeasured accountabilityCostSustain Effort
FUN
Branding ndash Full Circle Engagement With Your
Consumer
ITrsquoS UP TO YOUhelliphelliphelliphellip
AcknowledgementsBalanced Scorecard Diagnostics ndash Paul R NivenThe Marketing Gurus ndash Chris MurrayUltimate Guide to Direct Marketing ndash Al LautenslagerThe English Surgeon (PBS)Harvard Business ReviewThe Wall Street JournalYou Tube
- Branding ndash Full Circle Engagement With Your ConsumerThursday April 15 2010
- Brand ldquoPersonalityrdquo
- Brand Personality ndash Strong Brands
- Strong Brand ndash Company Benefits
- Brand Definition
- The Shift
- They ldquoGet Itrdquo
- So Why Do We Switch Brands
- Steps to Your Brand Coming Alive
- Steps to Your Brand Coming Alive
- Slide Number 11
- Slide Number 12
- Slide Number 13
- Steps to Your Brand Coming Alive
- Steps to Your Brand Coming Alive
- Steps to Your Brand Coming Alive
- Steps to Your Brand Coming Alive
- Slide Number 18
- Slide Number 19
- Acknowledgements
-
So Why Do We Switch Brands
52 - Failed to Deliver51 - Not Available42 - Needs Change41 - Alternate Brand Recommendation
What does this tell us
Steps to Your Brand Coming Alive
1 Brand VisionLinkages between brand and strategy of companyDelta between current and future growthSenior Leadership Agreement and Buy-In
Steps to Your Brand Coming Alive
2 Brand FeelPictureWhat does it mean today to your consumer Compare to competitionImage we want Whatrsquos the ldquoproduct of the productrdquoWhat are our current consumers telling us How do they thinkWhatrsquos our promise commitment contract ndash 18 month rule
High Differentiation
Low Differentiation
3 The StrategyMust be in step with overall strategy ndash financial operational capital core competency etcPositioningChannels wersquoll use to reach out Targeted or Scattered High Touch or High Tech PR or Self IndulgedThe TOTAL EXPERIENCE ndash will the experience match what you say your brand ldquoISrdquo
Steps to Your Brand Coming Alive
3 The Strategy ContHow will your staff be trained How will you sustain this trainingHow do you keep senior leadership involved over timeHow do we ensure consistency and pristine complianceYou cannot manage what you cannot measurehellipTOP BOX ndash Very Satisfied and Willing to Recommend
Steps to Your Brand Coming Alive
4 The CultureDo you have visionary leadership and influencers at the helm Inclusion of key people in key meetingsAllows staff to see ldquohow they fitrdquoCrystal Clear futureOrganizational Structure ndash Silo or Clear DelineationInternal System AlignmentHave they ldquopromisedrdquo
Steps to Your Brand Coming Alive
Steps to Your Brand Coming Alive
4 The Culture ContINTERNAL COMMUNICATIONS
Target AudienceObjectives ndash inform discuss etcFrequencyZealot ResponsibilityMeasured accountabilityCostSustain Effort
FUN
Branding ndash Full Circle Engagement With Your
Consumer
ITrsquoS UP TO YOUhelliphelliphelliphellip
AcknowledgementsBalanced Scorecard Diagnostics ndash Paul R NivenThe Marketing Gurus ndash Chris MurrayUltimate Guide to Direct Marketing ndash Al LautenslagerThe English Surgeon (PBS)Harvard Business ReviewThe Wall Street JournalYou Tube
- Branding ndash Full Circle Engagement With Your ConsumerThursday April 15 2010
- Brand ldquoPersonalityrdquo
- Brand Personality ndash Strong Brands
- Strong Brand ndash Company Benefits
- Brand Definition
- The Shift
- They ldquoGet Itrdquo
- So Why Do We Switch Brands
- Steps to Your Brand Coming Alive
- Steps to Your Brand Coming Alive
- Slide Number 11
- Slide Number 12
- Slide Number 13
- Steps to Your Brand Coming Alive
- Steps to Your Brand Coming Alive
- Steps to Your Brand Coming Alive
- Steps to Your Brand Coming Alive
- Slide Number 18
- Slide Number 19
- Acknowledgements
-
Steps to Your Brand Coming Alive
1 Brand VisionLinkages between brand and strategy of companyDelta between current and future growthSenior Leadership Agreement and Buy-In
Steps to Your Brand Coming Alive
2 Brand FeelPictureWhat does it mean today to your consumer Compare to competitionImage we want Whatrsquos the ldquoproduct of the productrdquoWhat are our current consumers telling us How do they thinkWhatrsquos our promise commitment contract ndash 18 month rule
High Differentiation
Low Differentiation
3 The StrategyMust be in step with overall strategy ndash financial operational capital core competency etcPositioningChannels wersquoll use to reach out Targeted or Scattered High Touch or High Tech PR or Self IndulgedThe TOTAL EXPERIENCE ndash will the experience match what you say your brand ldquoISrdquo
Steps to Your Brand Coming Alive
3 The Strategy ContHow will your staff be trained How will you sustain this trainingHow do you keep senior leadership involved over timeHow do we ensure consistency and pristine complianceYou cannot manage what you cannot measurehellipTOP BOX ndash Very Satisfied and Willing to Recommend
Steps to Your Brand Coming Alive
4 The CultureDo you have visionary leadership and influencers at the helm Inclusion of key people in key meetingsAllows staff to see ldquohow they fitrdquoCrystal Clear futureOrganizational Structure ndash Silo or Clear DelineationInternal System AlignmentHave they ldquopromisedrdquo
Steps to Your Brand Coming Alive
Steps to Your Brand Coming Alive
4 The Culture ContINTERNAL COMMUNICATIONS
Target AudienceObjectives ndash inform discuss etcFrequencyZealot ResponsibilityMeasured accountabilityCostSustain Effort
FUN
Branding ndash Full Circle Engagement With Your
Consumer
ITrsquoS UP TO YOUhelliphelliphelliphellip
AcknowledgementsBalanced Scorecard Diagnostics ndash Paul R NivenThe Marketing Gurus ndash Chris MurrayUltimate Guide to Direct Marketing ndash Al LautenslagerThe English Surgeon (PBS)Harvard Business ReviewThe Wall Street JournalYou Tube
- Branding ndash Full Circle Engagement With Your ConsumerThursday April 15 2010
- Brand ldquoPersonalityrdquo
- Brand Personality ndash Strong Brands
- Strong Brand ndash Company Benefits
- Brand Definition
- The Shift
- They ldquoGet Itrdquo
- So Why Do We Switch Brands
- Steps to Your Brand Coming Alive
- Steps to Your Brand Coming Alive
- Slide Number 11
- Slide Number 12
- Slide Number 13
- Steps to Your Brand Coming Alive
- Steps to Your Brand Coming Alive
- Steps to Your Brand Coming Alive
- Steps to Your Brand Coming Alive
- Slide Number 18
- Slide Number 19
- Acknowledgements
-
Steps to Your Brand Coming Alive
2 Brand FeelPictureWhat does it mean today to your consumer Compare to competitionImage we want Whatrsquos the ldquoproduct of the productrdquoWhat are our current consumers telling us How do they thinkWhatrsquos our promise commitment contract ndash 18 month rule
High Differentiation
Low Differentiation
3 The StrategyMust be in step with overall strategy ndash financial operational capital core competency etcPositioningChannels wersquoll use to reach out Targeted or Scattered High Touch or High Tech PR or Self IndulgedThe TOTAL EXPERIENCE ndash will the experience match what you say your brand ldquoISrdquo
Steps to Your Brand Coming Alive
3 The Strategy ContHow will your staff be trained How will you sustain this trainingHow do you keep senior leadership involved over timeHow do we ensure consistency and pristine complianceYou cannot manage what you cannot measurehellipTOP BOX ndash Very Satisfied and Willing to Recommend
Steps to Your Brand Coming Alive
4 The CultureDo you have visionary leadership and influencers at the helm Inclusion of key people in key meetingsAllows staff to see ldquohow they fitrdquoCrystal Clear futureOrganizational Structure ndash Silo or Clear DelineationInternal System AlignmentHave they ldquopromisedrdquo
Steps to Your Brand Coming Alive
Steps to Your Brand Coming Alive
4 The Culture ContINTERNAL COMMUNICATIONS
Target AudienceObjectives ndash inform discuss etcFrequencyZealot ResponsibilityMeasured accountabilityCostSustain Effort
FUN
Branding ndash Full Circle Engagement With Your
Consumer
ITrsquoS UP TO YOUhelliphelliphelliphellip
AcknowledgementsBalanced Scorecard Diagnostics ndash Paul R NivenThe Marketing Gurus ndash Chris MurrayUltimate Guide to Direct Marketing ndash Al LautenslagerThe English Surgeon (PBS)Harvard Business ReviewThe Wall Street JournalYou Tube
- Branding ndash Full Circle Engagement With Your ConsumerThursday April 15 2010
- Brand ldquoPersonalityrdquo
- Brand Personality ndash Strong Brands
- Strong Brand ndash Company Benefits
- Brand Definition
- The Shift
- They ldquoGet Itrdquo
- So Why Do We Switch Brands
- Steps to Your Brand Coming Alive
- Steps to Your Brand Coming Alive
- Slide Number 11
- Slide Number 12
- Slide Number 13
- Steps to Your Brand Coming Alive
- Steps to Your Brand Coming Alive
- Steps to Your Brand Coming Alive
- Steps to Your Brand Coming Alive
- Slide Number 18
- Slide Number 19
- Acknowledgements
-
High Differentiation
Low Differentiation
3 The StrategyMust be in step with overall strategy ndash financial operational capital core competency etcPositioningChannels wersquoll use to reach out Targeted or Scattered High Touch or High Tech PR or Self IndulgedThe TOTAL EXPERIENCE ndash will the experience match what you say your brand ldquoISrdquo
Steps to Your Brand Coming Alive
3 The Strategy ContHow will your staff be trained How will you sustain this trainingHow do you keep senior leadership involved over timeHow do we ensure consistency and pristine complianceYou cannot manage what you cannot measurehellipTOP BOX ndash Very Satisfied and Willing to Recommend
Steps to Your Brand Coming Alive
4 The CultureDo you have visionary leadership and influencers at the helm Inclusion of key people in key meetingsAllows staff to see ldquohow they fitrdquoCrystal Clear futureOrganizational Structure ndash Silo or Clear DelineationInternal System AlignmentHave they ldquopromisedrdquo
Steps to Your Brand Coming Alive
Steps to Your Brand Coming Alive
4 The Culture ContINTERNAL COMMUNICATIONS
Target AudienceObjectives ndash inform discuss etcFrequencyZealot ResponsibilityMeasured accountabilityCostSustain Effort
FUN
Branding ndash Full Circle Engagement With Your
Consumer
ITrsquoS UP TO YOUhelliphelliphelliphellip
AcknowledgementsBalanced Scorecard Diagnostics ndash Paul R NivenThe Marketing Gurus ndash Chris MurrayUltimate Guide to Direct Marketing ndash Al LautenslagerThe English Surgeon (PBS)Harvard Business ReviewThe Wall Street JournalYou Tube
- Branding ndash Full Circle Engagement With Your ConsumerThursday April 15 2010
- Brand ldquoPersonalityrdquo
- Brand Personality ndash Strong Brands
- Strong Brand ndash Company Benefits
- Brand Definition
- The Shift
- They ldquoGet Itrdquo
- So Why Do We Switch Brands
- Steps to Your Brand Coming Alive
- Steps to Your Brand Coming Alive
- Slide Number 11
- Slide Number 12
- Slide Number 13
- Steps to Your Brand Coming Alive
- Steps to Your Brand Coming Alive
- Steps to Your Brand Coming Alive
- Steps to Your Brand Coming Alive
- Slide Number 18
- Slide Number 19
- Acknowledgements
-
3 The StrategyMust be in step with overall strategy ndash financial operational capital core competency etcPositioningChannels wersquoll use to reach out Targeted or Scattered High Touch or High Tech PR or Self IndulgedThe TOTAL EXPERIENCE ndash will the experience match what you say your brand ldquoISrdquo
Steps to Your Brand Coming Alive
3 The Strategy ContHow will your staff be trained How will you sustain this trainingHow do you keep senior leadership involved over timeHow do we ensure consistency and pristine complianceYou cannot manage what you cannot measurehellipTOP BOX ndash Very Satisfied and Willing to Recommend
Steps to Your Brand Coming Alive
4 The CultureDo you have visionary leadership and influencers at the helm Inclusion of key people in key meetingsAllows staff to see ldquohow they fitrdquoCrystal Clear futureOrganizational Structure ndash Silo or Clear DelineationInternal System AlignmentHave they ldquopromisedrdquo
Steps to Your Brand Coming Alive
Steps to Your Brand Coming Alive
4 The Culture ContINTERNAL COMMUNICATIONS
Target AudienceObjectives ndash inform discuss etcFrequencyZealot ResponsibilityMeasured accountabilityCostSustain Effort
FUN
Branding ndash Full Circle Engagement With Your
Consumer
ITrsquoS UP TO YOUhelliphelliphelliphellip
AcknowledgementsBalanced Scorecard Diagnostics ndash Paul R NivenThe Marketing Gurus ndash Chris MurrayUltimate Guide to Direct Marketing ndash Al LautenslagerThe English Surgeon (PBS)Harvard Business ReviewThe Wall Street JournalYou Tube
- Branding ndash Full Circle Engagement With Your ConsumerThursday April 15 2010
- Brand ldquoPersonalityrdquo
- Brand Personality ndash Strong Brands
- Strong Brand ndash Company Benefits
- Brand Definition
- The Shift
- They ldquoGet Itrdquo
- So Why Do We Switch Brands
- Steps to Your Brand Coming Alive
- Steps to Your Brand Coming Alive
- Slide Number 11
- Slide Number 12
- Slide Number 13
- Steps to Your Brand Coming Alive
- Steps to Your Brand Coming Alive
- Steps to Your Brand Coming Alive
- Steps to Your Brand Coming Alive
- Slide Number 18
- Slide Number 19
- Acknowledgements
-
3 The Strategy ContHow will your staff be trained How will you sustain this trainingHow do you keep senior leadership involved over timeHow do we ensure consistency and pristine complianceYou cannot manage what you cannot measurehellipTOP BOX ndash Very Satisfied and Willing to Recommend
Steps to Your Brand Coming Alive
4 The CultureDo you have visionary leadership and influencers at the helm Inclusion of key people in key meetingsAllows staff to see ldquohow they fitrdquoCrystal Clear futureOrganizational Structure ndash Silo or Clear DelineationInternal System AlignmentHave they ldquopromisedrdquo
Steps to Your Brand Coming Alive
Steps to Your Brand Coming Alive
4 The Culture ContINTERNAL COMMUNICATIONS
Target AudienceObjectives ndash inform discuss etcFrequencyZealot ResponsibilityMeasured accountabilityCostSustain Effort
FUN
Branding ndash Full Circle Engagement With Your
Consumer
ITrsquoS UP TO YOUhelliphelliphelliphellip
AcknowledgementsBalanced Scorecard Diagnostics ndash Paul R NivenThe Marketing Gurus ndash Chris MurrayUltimate Guide to Direct Marketing ndash Al LautenslagerThe English Surgeon (PBS)Harvard Business ReviewThe Wall Street JournalYou Tube
- Branding ndash Full Circle Engagement With Your ConsumerThursday April 15 2010
- Brand ldquoPersonalityrdquo
- Brand Personality ndash Strong Brands
- Strong Brand ndash Company Benefits
- Brand Definition
- The Shift
- They ldquoGet Itrdquo
- So Why Do We Switch Brands
- Steps to Your Brand Coming Alive
- Steps to Your Brand Coming Alive
- Slide Number 11
- Slide Number 12
- Slide Number 13
- Steps to Your Brand Coming Alive
- Steps to Your Brand Coming Alive
- Steps to Your Brand Coming Alive
- Steps to Your Brand Coming Alive
- Slide Number 18
- Slide Number 19
- Acknowledgements
-
4 The CultureDo you have visionary leadership and influencers at the helm Inclusion of key people in key meetingsAllows staff to see ldquohow they fitrdquoCrystal Clear futureOrganizational Structure ndash Silo or Clear DelineationInternal System AlignmentHave they ldquopromisedrdquo
Steps to Your Brand Coming Alive
Steps to Your Brand Coming Alive
4 The Culture ContINTERNAL COMMUNICATIONS
Target AudienceObjectives ndash inform discuss etcFrequencyZealot ResponsibilityMeasured accountabilityCostSustain Effort
FUN
Branding ndash Full Circle Engagement With Your
Consumer
ITrsquoS UP TO YOUhelliphelliphelliphellip
AcknowledgementsBalanced Scorecard Diagnostics ndash Paul R NivenThe Marketing Gurus ndash Chris MurrayUltimate Guide to Direct Marketing ndash Al LautenslagerThe English Surgeon (PBS)Harvard Business ReviewThe Wall Street JournalYou Tube
- Branding ndash Full Circle Engagement With Your ConsumerThursday April 15 2010
- Brand ldquoPersonalityrdquo
- Brand Personality ndash Strong Brands
- Strong Brand ndash Company Benefits
- Brand Definition
- The Shift
- They ldquoGet Itrdquo
- So Why Do We Switch Brands
- Steps to Your Brand Coming Alive
- Steps to Your Brand Coming Alive
- Slide Number 11
- Slide Number 12
- Slide Number 13
- Steps to Your Brand Coming Alive
- Steps to Your Brand Coming Alive
- Steps to Your Brand Coming Alive
- Steps to Your Brand Coming Alive
- Slide Number 18
- Slide Number 19
- Acknowledgements
-
Steps to Your Brand Coming Alive
4 The Culture ContINTERNAL COMMUNICATIONS
Target AudienceObjectives ndash inform discuss etcFrequencyZealot ResponsibilityMeasured accountabilityCostSustain Effort
FUN
Branding ndash Full Circle Engagement With Your
Consumer
ITrsquoS UP TO YOUhelliphelliphelliphellip
AcknowledgementsBalanced Scorecard Diagnostics ndash Paul R NivenThe Marketing Gurus ndash Chris MurrayUltimate Guide to Direct Marketing ndash Al LautenslagerThe English Surgeon (PBS)Harvard Business ReviewThe Wall Street JournalYou Tube
- Branding ndash Full Circle Engagement With Your ConsumerThursday April 15 2010
- Brand ldquoPersonalityrdquo
- Brand Personality ndash Strong Brands
- Strong Brand ndash Company Benefits
- Brand Definition
- The Shift
- They ldquoGet Itrdquo
- So Why Do We Switch Brands
- Steps to Your Brand Coming Alive
- Steps to Your Brand Coming Alive
- Slide Number 11
- Slide Number 12
- Slide Number 13
- Steps to Your Brand Coming Alive
- Steps to Your Brand Coming Alive
- Steps to Your Brand Coming Alive
- Steps to Your Brand Coming Alive
- Slide Number 18
- Slide Number 19
- Acknowledgements
-
Branding ndash Full Circle Engagement With Your
Consumer
ITrsquoS UP TO YOUhelliphelliphelliphellip
AcknowledgementsBalanced Scorecard Diagnostics ndash Paul R NivenThe Marketing Gurus ndash Chris MurrayUltimate Guide to Direct Marketing ndash Al LautenslagerThe English Surgeon (PBS)Harvard Business ReviewThe Wall Street JournalYou Tube
- Branding ndash Full Circle Engagement With Your ConsumerThursday April 15 2010
- Brand ldquoPersonalityrdquo
- Brand Personality ndash Strong Brands
- Strong Brand ndash Company Benefits
- Brand Definition
- The Shift
- They ldquoGet Itrdquo
- So Why Do We Switch Brands
- Steps to Your Brand Coming Alive
- Steps to Your Brand Coming Alive
- Slide Number 11
- Slide Number 12
- Slide Number 13
- Steps to Your Brand Coming Alive
- Steps to Your Brand Coming Alive
- Steps to Your Brand Coming Alive
- Steps to Your Brand Coming Alive
- Slide Number 18
- Slide Number 19
- Acknowledgements
-
AcknowledgementsBalanced Scorecard Diagnostics ndash Paul R NivenThe Marketing Gurus ndash Chris MurrayUltimate Guide to Direct Marketing ndash Al LautenslagerThe English Surgeon (PBS)Harvard Business ReviewThe Wall Street JournalYou Tube
- Branding ndash Full Circle Engagement With Your ConsumerThursday April 15 2010
- Brand ldquoPersonalityrdquo
- Brand Personality ndash Strong Brands
- Strong Brand ndash Company Benefits
- Brand Definition
- The Shift
- They ldquoGet Itrdquo
- So Why Do We Switch Brands
- Steps to Your Brand Coming Alive
- Steps to Your Brand Coming Alive
- Slide Number 11
- Slide Number 12
- Slide Number 13
- Steps to Your Brand Coming Alive
- Steps to Your Brand Coming Alive
- Steps to Your Brand Coming Alive
- Steps to Your Brand Coming Alive
- Slide Number 18
- Slide Number 19
- Acknowledgements
-