CCSBE 2014 Presentation on Branding
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Transcript of CCSBE 2014 Presentation on Branding
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The Importance of Branding
May 15, 2014
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Who’s this guy?
• Own a marketing and communications consultancy
– Work with a variety of companies located in Atlantic Canada, Central/Western Canada and the US
• Before that, worked at large ad agencies in Halifax and Toronto
– Clients were NSLC, ALC, Toyota, Canon, CIBC, Kraft, Rogers and Dare Foods
• Work for two of Canada’s top brands – Molson and Nikon
• Strong experience in a variety of media and engagement channels
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The World is a Busy Place
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So… how does a brand survive?
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Companies need to keep their eye on the ball (or brand)
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Top brands in 2003
Interbrand Top 100
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Top brands in 2013
Interbrand Top 100
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Lets confirm the definition of a Brand
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Is it this?
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This?
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This?
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Or this guy?
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My view is…
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A brand is…
An embodiment of an ‘idea’
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A brand is…
More than a slogan…
…or an ad campaign
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A brand is…
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A brand is…
Compelling point of difference
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A brand is…
The bond
that gives
people a
reason to
believe
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A brand is...
NOT Perfect
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Finally… a brand is…
Relevant and Reinventing
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What’s happening with today’s brands?
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People are ‘owning’ brands
Who really owns the brand?
The organization or the people
connected to it?
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Communities and ‘villages’ are thriving
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Loyalty has evolved to evangelism
Those who like it, like it a lot
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Flexibility and fragmentation is ok
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Brands are icons, hashtags, urls and avatars
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There’s always a new engagement channel
People don’t just show up
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What can we learn from others?
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Fun and Caring Brand
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Happy time of year
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Offer customers a Christmas ‘miracle’
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Pushed out and picked up
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Results
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Brand with Equity and History
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The Super Bowl… Lights Out
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Relevant and Topical Brand Message
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Pushed out through social channels
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Results
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Here is ‘why’ companies need to brand
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Importance of Branding
To be different
Give people a reason to
choose
Grow the business
Build a reputation
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Importance of Branding
Build loyalty
Support corp. vision
Evolve the offering
Change perceptions
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Importance of Branding
Ensure Alignment and Focus
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So, how can you help those looking to ‘brand’
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Step#1 – LOOK AROUND
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Step #2 – TALK TO CUSTOMER/USERS
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Step #3 – DEFINE WHO YOU ARE
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Step #4 – OUTLINE ‘WHY YOU’
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Step #5 – DEFINE THE POSITIONING