OACVB Gard Power Point

8/8/2019 OACVB Gard Power Point

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Presentation to the

Oregon Association of CVBs

June 4, 2007

G ARD & GERBER


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Gard & Gerber

Started in 1979

Advertising, public relations & public affairs

Corporate communications

Social marketing

Services marketing

PGE (1980),ODOT (1984),AAA(2000)


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The Agenda

Communications & Behavior Theory

What is a Brand?

Creating, Evaluating & Changing a Brand

Brand Strategy

What to Expect


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the beholder searches for order.

Gyorgy Kepes


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Behavior Change Theory

(Attract)

(Engage)Information

Persuasion

Decision

Confirmation

(Repeat)

(Rogers & Shoemaker)


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If C, then E

One way of defining "cause," then, is as sufficient condition: the cause of

an event is the whole set of conditions sufficient for its occurrence so

that the fulfillment of these conditions is always followed by theoccurrence of the event.

John Hospers

And in practice that particular condition is usually styled the cause whose

share in the matter is superficially the most conspicuous

John Stuart Mill


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A Sufficient Set of Conditions for High

Safety Belt Use

Public SupportA Good Law

Awareness of the Law

Enforcement of the Law

Perceived Risk of ApprehensionCommitted Team

Sustained Publicity


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design is strategy made visible.

Wally Olins


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Order, attract/etc., sufficient conditions, strategy

made visible, sustained publicity,repetition with


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Sustained publicity.

Lawrence Ross


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The Beethoven Strategy

Repetition with variation

Thematic (brand) development: to unfold itslatent energies, to search out its capacities for

growth and bring them to fruition.

Joseph Machlis


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What is a Brand?

A logo?

A theme line?

A promise?

A way of doing business?

A relationship? With whom?

Advertising?

Or, is it simply reputation?


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Creating, Evaluating &Changing A Brand


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AAA - Moore Information Surveys 20

2%5%

1%

24%

10%12%

51%

68%

0%

10%

20%

30%

40%

50%

60%

70%

80%

Travel Info &

Services

Provides InsuranceVariety of Services Emergency

Roadside Assistance

2000

2004

1995-2000/580,000 2007/700,000


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QuickTi r s i 3 c r ss r

r t s t is ictur .


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QuickTi . 6 c r ss r

r t s t is ictur .


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Creating orEvaluating Your Brand

How do you do it?

Regular meetings over time -- discipline Structured interviews, internally & externally, listen very

carefully

Keep notes: organize them like an old-fashioned researchpaper

Formal research -- look for patterns

Analyze data -- look for patterns

Follow Judge Samuel Putnams rule


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Brand Strategy

Brand Customer Internal

Brand Identity

Brand Positioning

Brand Promise

Brand Relationship

Brand Architecture

Brand Messages

Brand Promotion External


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Brand Customer

What does customer want?

What do you have to give customer?

Where is the profit?

Focus on area of overlap.

Understand customer

Age, sex, car, etc.

E

motional needs Honor personas


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Brand Identity

Essence (DNA)

Values Vision

Style


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Brand Positioning:Unique Selling Proposition

Real and perceived: OHSU & Nike

Does the positioning or USP matter to customers?

Does it matter to profit? What is Les Schwabs USP? Brand Positioning?

Robb High: Branding is the art of sacrifice.

Alternative is to be a commodity, which makes the effects ofbranding negligible

If you can substitute a competitors name for yours and the brand

still makes sense, it is not a brand.


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Brand Promise

It is what it says: what are you promising your

customer?

Do you deliver on the promise?

If you dont, dont promote the brand until you do.

The Achilles Heel of brand strategy.


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Brand Relationship

Begins with keeping the first promise

Lasts until the promise is broken In your personal life, how do you maintain

relationships?

The brand payoff.


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Question: When driving, how often do you wear a safety belt: always, almost

always, sometimes or never?


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Brand Architecture

Monolithic -- Shell

Endorsement -- United Technologies

Product -- Proctor & Gamble

Brand Oregon


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a member of


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Brand Messages

Clarity

Control Credible

Creative

Stay true to the brand


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Brand Promotion

Advertising

Public Relations Execution


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Brand Evaluation

What current customers say

What prospective customers say

What employees say What you say

Analyze the spread between

Look for areas of intersection or disturbance

Would a brand change achieve the goal?

If not or not sure, default to sustained publicity and repetitionwith variation.


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Issues to Consider

Brand Oregon: in my view, positioning is too

internalized but execution saves it.

Relationship with Brand Oregon

Destinations as commodities

Resources

State Anniversary:Is there a way to cometogether?


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In conclusion:

There are no tactical silver bullets.

But there are strategic silver bullets.

One of them is the Brand.


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Presentation to the

Oregon Association of CVBs

June 4, 2007

GARD & GERBER

OACVB Gard Power Point

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