NO SIGNAL (Annoying Continuous Beep)
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NO SIGNAL (Annoying Continuous Beep) #jatrains @johnantonios
description
NO SIGNAL (Annoying Continuous Beep). # jatrains. @ johnantonios. Building Powerful Brands. MARKETING @ johnantonios. Today’s Workshop Plan. Raw Marketing Marketing Strategy Market Analysis Exercise – Raw Data Analysis Brand Sense Holistic Selling Proposition - PowerPoint PPT Presentation
Transcript of NO SIGNAL (Annoying Continuous Beep)
NO SIGNAL(Annoying Continuous Beep)
#jatrains@johnantonios
Building Powerful Brands
MARKETING @johnantonios
Today’s Workshop Plan
• Raw Marketing• Marketing Strategy• Market Analysis– Exercise – Raw Data Analysis
• Brand Sense– Holistic Selling Proposition– Case Study – SUBWAY Sandwiches
RAW MARKETING
… so what’s all the fuss about?
RAW MARKETING
What is the only definition of a Business Purpose?
to Create aCustomer
products, technology, and brands
VALUE
Profits & Success
Creating &
Managing
RAW MARETING
so what is Marketing?a function?It’s the whole business
seen from the point of view of its final results
the customer’s point of view
Marketing Strategy
How to create a customer?
DEVELOPING A MARKETING STRATEGY
Market Analysis Objectives & Assumptions
Strategic Decisions
Strategy Implementation Outcomes
OrganizationalLearning
BuyerLearning
DEVELOPING A MARKETING STRATEGY
GREAT ADVERTISEMENT!
Yeah, right!!!
DEVELOPING A MARKETING STRATEGY
Market Analysis
Objectives & Assumptions
Strategic Decisions
Strategy Implementation Outcomes
OrganizationalLearning
BuyerLearning
OBJECTIVES• Market outcomes (e.g. sales)• Financial metrics (e.g. return on investment)• Measure of customer knowledge (e.g. brand
awareness or perception)
COMMON ASSUMPTIONS• More options is better than fewer options• A Lower prices is preferred to higher price• Information improves choice
Brand Sense
Building Powerful Brand through the SENSES
Nancy Ajram – Coca Cola Ad
Why is this commercial so inviting?(Hint: the answer does not revolve around Nancy)
Branding & The 5 Senses
• Almost our entire understanding of the world is experienced through our senses.
• Our senses are or link to memory and can tap into emotion.
Had to include this horrific picture to get you back in the mood of working!
From Unique Selling Proposition to …
• Emotional Selling Proposition (ESP), where products were perceived as different primarily because of an emotional attachment.
• Organizational Selling Proposition (OSP), where the organization or corporation behind the brand in fact became the brand.
• Brand Selling Proposition (BSP), where the brand was stronger than the physical dimensions of the product.
• Me Selling Proposition (MSP), which saw consumers taking ownership of their brands.
The Future of branding will embrace the Holistic Selling Proposition (HSP). HSP brands are those which not only anchor themselves in tradition but also adopt characteristics of religious sensory experience to leverage the concept of sensory branding as a holistic way of spreading the news.
Smash Your BRAND
Kill YOUR Logo
Smash YOUR Brand
Smash your PICTURE Smash your ICON
Smash YOUR Brand
107 206307 407508
Smash your NAME Smash your SOUND
Smash YOUR Brand
TraditionRitual
Navigation
Picture
Color
ShapeName
Language
Icon
Sound
Behavior
Service
SMASH YOUR
BRAND
Don’t Forget to ConnectJohn AntoniosCreative, Passionate, & Dedicated Social Media & Personal Branding Consultant
Mob: +961.70.204005(Lebanon)Mob: +2.016.1459994 (Egypt)
THANK YOU … &
C U 2MORROW!
