New Opportunities in Branding
Transcript of New Opportunities in Branding
![Page 1: New Opportunities in Branding](https://reader034.fdocuments.us/reader034/viewer/2022051717/58a2eb0a1a28ab2d678b8e05/html5/thumbnails/1.jpg)
New Opportunities in Branding
1
![Page 2: New Opportunities in Branding](https://reader034.fdocuments.us/reader034/viewer/2022051717/58a2eb0a1a28ab2d678b8e05/html5/thumbnails/2.jpg)
C OTTON C OU N C IL IN TER N AT ION AL | PAGE 2
WHO IS THIS BRUCE ATHERLEY GUY AND WHY IS HERE ANYWAY??
• NO experience in cotton
• NO experience in agriculture
• NO experience in textiles
• NO experience with apparel
![Page 3: New Opportunities in Branding](https://reader034.fdocuments.us/reader034/viewer/2022051717/58a2eb0a1a28ab2d678b8e05/html5/thumbnails/3.jpg)
C OTTON C OU N C IL IN TER N AT ION AL | PAGE 3
EXPERIENCE
30+ YEARS in sales, marketing and general management around the globe, working to build brands and grow volume and sales
*Demand Creation via branding and
Innovation
![Page 4: New Opportunities in Branding](https://reader034.fdocuments.us/reader034/viewer/2022051717/58a2eb0a1a28ab2d678b8e05/html5/thumbnails/4.jpg)
C OTTON C OU N C IL IN TER N AT ION AL | PAGE 4
SINCE OCTOBER 1, 2015
Executive Director, Cotton Council International
Demand Creation
Executive Director, Cotton Council International
Responsible for the promotion of exports of US cotton and cotton products
![Page 5: New Opportunities in Branding](https://reader034.fdocuments.us/reader034/viewer/2022051717/58a2eb0a1a28ab2d678b8e05/html5/thumbnails/5.jpg)
New (and old) Opportunities in Branding and brand Positioning
5
![Page 6: New Opportunities in Branding](https://reader034.fdocuments.us/reader034/viewer/2022051717/58a2eb0a1a28ab2d678b8e05/html5/thumbnails/6.jpg)
6
1. Building your brand 2. Evolving your brand
![Page 7: New Opportunities in Branding](https://reader034.fdocuments.us/reader034/viewer/2022051717/58a2eb0a1a28ab2d678b8e05/html5/thumbnails/7.jpg)
7
What is a brand?
![Page 8: New Opportunities in Branding](https://reader034.fdocuments.us/reader034/viewer/2022051717/58a2eb0a1a28ab2d678b8e05/html5/thumbnails/8.jpg)
A brand is not...
• A logo • A tagline • A product package • An ad • A spokesperson
![Page 9: New Opportunities in Branding](https://reader034.fdocuments.us/reader034/viewer/2022051717/58a2eb0a1a28ab2d678b8e05/html5/thumbnails/9.jpg)
A brand is a promise: “A brand promise is the statement you make to consumers that identifies what they should expect for all interactions with your people, products, services and company.” -Jean Wilcox
![Page 10: New Opportunities in Branding](https://reader034.fdocuments.us/reader034/viewer/2022051717/58a2eb0a1a28ab2d678b8e05/html5/thumbnails/10.jpg)
Coca-Cola’s promise: To inspire moments of optimism and uplift.
10 Source: facebook.com/CocaColaUnitedStates
![Page 11: New Opportunities in Branding](https://reader034.fdocuments.us/reader034/viewer/2022051717/58a2eb0a1a28ab2d678b8e05/html5/thumbnails/11.jpg)
The promise is the lens that is applied across all brand behavior.
11 Sources: facebook.com/CocaColaUnitedStates, ispot.tv, www.instagram.com/cocacola/, us.coca-cola.com
![Page 12: New Opportunities in Branding](https://reader034.fdocuments.us/reader034/viewer/2022051717/58a2eb0a1a28ab2d678b8e05/html5/thumbnails/12.jpg)
Building a great brand means getting your brand promise and your positioning right.
![Page 13: New Opportunities in Branding](https://reader034.fdocuments.us/reader034/viewer/2022051717/58a2eb0a1a28ab2d678b8e05/html5/thumbnails/13.jpg)
A positioning is an expression of the brand promise.
13
![Page 14: New Opportunities in Branding](https://reader034.fdocuments.us/reader034/viewer/2022051717/58a2eb0a1a28ab2d678b8e05/html5/thumbnails/14.jpg)
14
“To succeed in our over communicated society, a company must create a position in the prospect’s mind, a position that takes into consideration not only a company’s own strengths and weaknesses, but those of its competitors as well.” -Positioning, The Battle for Your Mind
![Page 15: New Opportunities in Branding](https://reader034.fdocuments.us/reader034/viewer/2022051717/58a2eb0a1a28ab2d678b8e05/html5/thumbnails/15.jpg)
The best brand positioning’s have both a functional and emotional component to them that provides:
• Differentiation from the competition
• Motivation to the target audience
15
Just do it
Innovation that fits my lifestyle
I am an athlete:
Inspires & motivates to get out there, push harder, be my best
Shoes & gear
for every kind of exercise/sport
Quality, customizable
products that fit my style
Benefit Ladder: Nike
![Page 16: New Opportunities in Branding](https://reader034.fdocuments.us/reader034/viewer/2022051717/58a2eb0a1a28ab2d678b8e05/html5/thumbnails/16.jpg)
16
Decisions are made based on emotions, and we use reason to support our emotional decisions.
Some examples of brand positioning’s that work.
![Page 17: New Opportunities in Branding](https://reader034.fdocuments.us/reader034/viewer/2022051717/58a2eb0a1a28ab2d678b8e05/html5/thumbnails/17.jpg)
Ocean Spray
17
“To provide families with wholesome, great-tasting products.”
Tag Line: “Grower owned since 1930.” Sources: Ocean Spray Facebook, US Site
![Page 18: New Opportunities in Branding](https://reader034.fdocuments.us/reader034/viewer/2022051717/58a2eb0a1a28ab2d678b8e05/html5/thumbnails/18.jpg)
Harley Davidson
18
“The only motorcycle manufacturer that fulfills dreams of personal freedom.”
Tag Line: “Live your legend.” Sources: Harley Davidson US Site, Facebook, Print Ad
![Page 19: New Opportunities in Branding](https://reader034.fdocuments.us/reader034/viewer/2022051717/58a2eb0a1a28ab2d678b8e05/html5/thumbnails/19.jpg)
Grainger
19
“Dedicated to the hard-working people who keep facilities running and workers working day and night. Grainger’s got your back.”
Tag Line: “For the ones who get it done.”
2016 Trade Show Video
![Page 20: New Opportunities in Branding](https://reader034.fdocuments.us/reader034/viewer/2022051717/58a2eb0a1a28ab2d678b8e05/html5/thumbnails/20.jpg)
Target
20
Positioning: The preferred one-stop shop that makes shopping for all of life’s essentials convenient, affordable, unique, and fun with innovative and stylish offerings.
Tag Line: “Expect More. Pay Less.”
Cartwheel Rewards App High-End Designer Collaborations Style-Driven Advertising for Everyday Products
![Page 21: New Opportunities in Branding](https://reader034.fdocuments.us/reader034/viewer/2022051717/58a2eb0a1a28ab2d678b8e05/html5/thumbnails/21.jpg)
GE: Globally, the brand is positioned around innovation with tagline, “imagination at work"
21 Sources: http://www.ge.com/; http://www.ge.com/in/alway s-open
![Page 22: New Opportunities in Branding](https://reader034.fdocuments.us/reader034/viewer/2022051717/58a2eb0a1a28ab2d678b8e05/html5/thumbnails/22.jpg)
22
Going from Global to Local
![Page 23: New Opportunities in Branding](https://reader034.fdocuments.us/reader034/viewer/2022051717/58a2eb0a1a28ab2d678b8e05/html5/thumbnails/23.jpg)
Coke in India: A great positioning enables you to localize the brand promise to different targets
23 Source: Coca-Cola India site
![Page 24: New Opportunities in Branding](https://reader034.fdocuments.us/reader034/viewer/2022051717/58a2eb0a1a28ab2d678b8e05/html5/thumbnails/24.jpg)
24
“Imagination at work” in India
• Visually and culturally relevant adaptation of the positioning for Indian market
Visuals: Top Ad, U.S.; Bottom Ad: India Sources: http://www.ge.com/; http://www.ge.com/in/alway s-open
![Page 25: New Opportunities in Branding](https://reader034.fdocuments.us/reader034/viewer/2022051717/58a2eb0a1a28ab2d678b8e05/html5/thumbnails/25.jpg)
25
Special K: 2 Week Challenge
• Adapted popular campaign to the Indian market by tweaking motivational message from personal to external.
Sources: Unknown
![Page 26: New Opportunities in Branding](https://reader034.fdocuments.us/reader034/viewer/2022051717/58a2eb0a1a28ab2d678b8e05/html5/thumbnails/26.jpg)
The importance of brand positioning A brand that understands itself well is better poised for action, innovation and growth. Everything you do should be consistent with your brand positioning in order to ensure authenticity and consistency.
26
![Page 27: New Opportunities in Branding](https://reader034.fdocuments.us/reader034/viewer/2022051717/58a2eb0a1a28ab2d678b8e05/html5/thumbnails/27.jpg)
27
What happens when you don’t live your brand consistently and break your brand promise?
![Page 28: New Opportunities in Branding](https://reader034.fdocuments.us/reader034/viewer/2022051717/58a2eb0a1a28ab2d678b8e05/html5/thumbnails/28.jpg)
28 Sources: HuffingtonPost.com, GoldmanSachs.com, Cbsnews.com
![Page 29: New Opportunities in Branding](https://reader034.fdocuments.us/reader034/viewer/2022051717/58a2eb0a1a28ab2d678b8e05/html5/thumbnails/29.jpg)
29 Source: Bloomberg.com
![Page 30: New Opportunities in Branding](https://reader034.fdocuments.us/reader034/viewer/2022051717/58a2eb0a1a28ab2d678b8e05/html5/thumbnails/30.jpg)
30
TRUST
![Page 31: New Opportunities in Branding](https://reader034.fdocuments.us/reader034/viewer/2022051717/58a2eb0a1a28ab2d678b8e05/html5/thumbnails/31.jpg)
31
1. Building your brand 2. Evolving your brand
![Page 32: New Opportunities in Branding](https://reader034.fdocuments.us/reader034/viewer/2022051717/58a2eb0a1a28ab2d678b8e05/html5/thumbnails/32.jpg)
The only thing constant is change
32
![Page 33: New Opportunities in Branding](https://reader034.fdocuments.us/reader034/viewer/2022051717/58a2eb0a1a28ab2d678b8e05/html5/thumbnails/33.jpg)
Evolving your brand • The only thing worse than breaking your brand promise is
that you stop evolving your brand. • You must innovate or die.
33
![Page 34: New Opportunities in Branding](https://reader034.fdocuments.us/reader034/viewer/2022051717/58a2eb0a1a28ab2d678b8e05/html5/thumbnails/34.jpg)
Product Innovation
34 Source: Apple.com
![Page 35: New Opportunities in Branding](https://reader034.fdocuments.us/reader034/viewer/2022051717/58a2eb0a1a28ab2d678b8e05/html5/thumbnails/35.jpg)
Process Innovation
35 Source: Amazon.com
![Page 36: New Opportunities in Branding](https://reader034.fdocuments.us/reader034/viewer/2022051717/58a2eb0a1a28ab2d678b8e05/html5/thumbnails/36.jpg)
Communications Innovation
36
![Page 37: New Opportunities in Branding](https://reader034.fdocuments.us/reader034/viewer/2022051717/58a2eb0a1a28ab2d678b8e05/html5/thumbnails/37.jpg)
Push yourself and your brand: where else can you innovate and change the game?
37
![Page 38: New Opportunities in Branding](https://reader034.fdocuments.us/reader034/viewer/2022051717/58a2eb0a1a28ab2d678b8e05/html5/thumbnails/38.jpg)
Challenges for Brands Today
38
![Page 39: New Opportunities in Branding](https://reader034.fdocuments.us/reader034/viewer/2022051717/58a2eb0a1a28ab2d678b8e05/html5/thumbnails/39.jpg)
39
Speed HyperTargeting Maintaining Relevance
![Page 40: New Opportunities in Branding](https://reader034.fdocuments.us/reader034/viewer/2022051717/58a2eb0a1a28ab2d678b8e05/html5/thumbnails/40.jpg)
Speed
40
![Page 41: New Opportunities in Branding](https://reader034.fdocuments.us/reader034/viewer/2022051717/58a2eb0a1a28ab2d678b8e05/html5/thumbnails/41.jpg)
HyperTargeting
41
![Page 42: New Opportunities in Branding](https://reader034.fdocuments.us/reader034/viewer/2022051717/58a2eb0a1a28ab2d678b8e05/html5/thumbnails/42.jpg)
Maintaining Relevance
42
![Page 43: New Opportunities in Branding](https://reader034.fdocuments.us/reader034/viewer/2022051717/58a2eb0a1a28ab2d678b8e05/html5/thumbnails/43.jpg)
Innovate, Innovate, Innovate
43
![Page 44: New Opportunities in Branding](https://reader034.fdocuments.us/reader034/viewer/2022051717/58a2eb0a1a28ab2d678b8e05/html5/thumbnails/44.jpg)
THANK YOU for your support
of Cotton Council International And for listening to me today