The CEO's Approach to Branding
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Transcript of The CEO's Approach to Branding
©2010 ShortTrack CEOwww.ShortTrackCEO.comwww.ShortTrackCEO.com
The CEO’s Approach to Branding
©2010 ShortTrack CEOwww.ShortTrackCEO.com2
BRANDING• How do Mid-Market CEOs think about
“branding”?
• Fancy Agencies– Is that $100,000 branding campaign going to produce any
results?
• Massive Expense– Changing logo means changing all signage, packaging,
corporate identity and market materials
• Intangible Item – Difficult to measure
©2010 ShortTrack CEOwww.ShortTrackCEO.com
WHAT DOES BRANDING MEAN?• Logos?
– Designers might say so
• Product line?– Product managers might say so
• Different people describe it differently
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©2010 ShortTrack CEOwww.ShortTrackCEO.com
BRANDING DEFINED• The Entire Experience
– With a product/service/company
• Elements of Experience– Emotions after seeing logo/colors– Feelings triggered by print, digital and traditional media– Tone of conversations: one-to-one and one-to-many– Personality of people interacting with market
• Sales rep• Customer service
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©2010 ShortTrack CEOwww.ShortTrackCEO.com
RESULT OF EXPERIENCE• Elements of Brand Work Together
• Create an Impression
• Occurs Regardless of Your Intentions
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Good BadForgettable
©2010 ShortTrack CEOwww.ShortTrackCEO.com
VALUE OF BRANDING• Strong Brands Influence Markets
• Create Economic Goodwill– Measured on balance sheet– Coca-Cola brand alone (not company value) estimated
at $68 billion (Interbrand)• Influence Pricing and Customer Lifetime
Value (CLV)– Drivers of company value
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©2010 ShortTrack CEOwww.ShortTrackCEO.com
EXAMPLE• If You Could Raise Prices 3% Without
Losing Sales….
OR
• If You Could Increase YOUR CLV
• How Would These Affect Company Value?
Branding and Accomplish This!
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©2010 ShortTrack CEOwww.ShortTrackCEO.com
A SIMPLE BRANDING STRATEGY• Mid-Market CEO Should Own
– Most don’t have a CMO to police this– Stay high-level
• Focus on Delivering a Defined, Consistent Experience– At each market touch point– Each time you interact with market
• Too Important to Delegate– Lower-level creative people & consultants shouldn’t
define your strategy
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©2010 ShortTrack CEOwww.ShortTrackCEO.com
HOW CEO CAN OWN EXPERIENCE• Write Down the Details of the Experience
to Deliver– For each offering– Every time interact with market– Be specific
• Use tangible, concrete examples– Create vivid picture
• Refer to Experience Outline at Every Marketing & Strategic Decision– Share with team– Pricing, product development, service offering
components, people & their roles, sales messaging, store/office design, corporate identity, marketing campaigns
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©2010 ShortTrack CEOwww.ShortTrackCEO.com
LONG-TERM GOAL• Delivering a Repeatable Experience Wins
Mindshare of Market– Positions you as a certain “something”– Builds competitive advantage
• Download our eBook for More
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– http://www.shorttrackceo.com/mid-market-ceo-ebook/