A Winning Brand in Healthcare’s Retail World Define It. Package It. Live It.
Lindsay R. Resnick Chief Marketing Officer
A brand is more than just a logo or a slogan. It is an
organization’s image, its point of distinction and its
promise to everyone who experiences it—clients,
prospects and employees.
Defining Your Brand
“A brand for a company is like a reputation for a person.
You earn reputation by trying to do hard things well.”
– Jeff Bezos
© 2011 KBM Group CONFIDENTIAL & PROPRIETARY
Brand
System
Position
Define who YOU are
Marketing
Plan
Strategies
Tactics
Communicate who YOU are
Brand Position identity and value proposition to be actively communicated.
It includes a point of differentiation—which is either unique or can be owned in the
marketplace—that provides competitive advantage.
Brand System organization and application of a brand position across product
lines, service and business units to achieve clarity in product offerings, facilitate
awareness and help allocate resources.
Brand Objective
© 2011 KBM Group CONFIDENTIAL & PROPRIETARY
Awareness
[Rational]
Do you meet my needs? (Short list)
Do you meet my needs better than anyone else? (Win)
Do you deliver on your promises? (Retain)
1 Awareness
2 Familiarity
3 Consideration
4 Preference
5 Loyalty
Preference
[Emotional Rational]
Have I heard of you?
Do I know what you are? (Long list)
Perception
[Rational Emotional]
Loyalty
[Emotional]
Brand Continuum – Rational to Emotional
What makes a strong brand?
Believable Your brand should be based on reality and truth.
Can’t promise and not deliver.
Defendable Your brand should be one that only you can own.
Something your competitors can’t easily create.
Relevant Your brand should represent something your
audience cares about and/or wants.
Offer an emotional connection with customers.
Brand
Believable
Relevant Defendable
Elements of Brand Core Values Vision and Mission Position and Personality Value Proposition Name and Logo Voice and Tone
Brand Attributes
© 2011 KBM Group CONFIDENTIAL & PROPRIETARY
What makes for effective branding?
Connection Your brand should interact with your
audiences on an emotional level.
Consistency Your brand should be consistent regardless
of the touchpoint.
Context Your brand should interact with audiences
in appropriate ways, times and places.
Brand
Connection
Context Consistency
Elements of Branding Tagline Marketing/Advertising Customer Service Experience Collateral Materials/Websites Corporate/Employees
Brand Attributes
© 2011 KBM Group CONFIDENTIAL & PROPRIETARY
Rank Brand Value ($ million)
Brand Value (change from 2010)
1. Apple $153,285 +84%
2. Google $111,498 -2%
3. IBM $100,849 +17%
4. McDonald’s $81,016 +23%
5. Microsoft $78,243 +2%
6. Coca-Cola $73,752 +8%
7. AT&T $69,916 -
8. Marlboro $67,522 +18%
9. China Mobile $57,326 +9%
10. GE $50,318 +12%
Most Valuable Global Brands 2011
BrandZ, Millward Brown Optimor, a WPP company
© 2011 KBM Group CONFIDENTIAL & PROPRIETARY
Brand is every aspect of the relationship a company has with its prospects & customers.
It’s the sum total of everything they see, hear, feel and experience as part of their
interaction with your company―every visual encounter, every telephone call, every
written word, every online exchange…every promise a you make.
Purpose
Vision
Mission
Values
Positioning
WHY we exist.
WHAT we aim to achieve.
HOW we plan to achieve our vision.
WHAT we stand for and HOW we behave.
HOW we differentiate from our competition.
Elements of Brand – Embedded Strategic Statements
Benefits
The VALUE we exchange with our customers.
"User Experience" encompasses all
aspects of the end-user's interaction with
the company, its services, and its products.
True user experience goes far beyond
giving customers what they say they want
and represents a seamless merging of the
services from multiple disciplines.
“Because of Zappos customer experience
we don’t spend a lot of money in marketing.
Most new customers come through word of
mouth, and most profits come from repeat
customers.
We started by asking ourselves what we
wanted this company to stand for. I wasn't
even into shoes…but I was passionate
about customer service.”
– Founder & CEO, Tony Hsieh
UX
Brand Assessment
Research To Understand Current Brand
Audit stakeholders (customers, distributors, influencers) and gather competitive intelligence to build (or rebuild) brand platform
Brand Analysis & Brand System
Create a brand position and brand system architecture that best fits, now and for future organization, product and service considerations
Brand Communication and Expression
Develop brand messaging and creative execution to support brand position, drivers and communicators (spoken, written, and displayed)
© 2011 KBM Group CONFIDENTIAL & PROPRIETARY
Brand Report Card
Key Attribute 4-Critical Measures and Indicators of Performance
Customers’ Desires To what extent does your brand deliver benefits that customers truly desire?
Relevance To what extent does your brand stay relevant?
Value To what extent is pricing strategy based on consumers’ perceptions of value?
Positioning To what extent is your brand properly positioned?
Portfolio To what extent does the brand portfolio hierarchy make sense?
Integrated Marketing How well is brand coordinated across marketing activities to build equity?
Management To what extent do managers understand what the brand means to customers?
Support To what extent is the brand given proper support, and is it sustainable?
Monitoring To what extent does the company monitor sources of brand equity?
© 2011 KBM Group CONFIDENTIAL & PROPRIETARY
Your Position and Your Brand
• Define what you stand for.
• Establish why you are different.
• Articulate the value you deliver compared to competitors.
Empowered, engaged consumers will seek value and determine preferred brands
YOUR STRENGTHS
COMPETITOR WEAKNESSES
MARKET NEEDS
BRAND POSITION
• What are your comparative market advantages?
• What position do you own in the market?
• Why do you win–lose sales to competitors?
• Are you reaching the right prospects?
• What is your marketplace clutter buster?
• How has your brand changed in the last 3 years?
Determining Brand Position Ask The Tough Questions
Why YOU?
LIFETIME VALUE
Keep me a short time because you pay
me off…or have me around a long time
because I love what you stand for.
© 2011 KBM Group CONFIDENTIAL & PROPRIETARY
Brand Clarity
Create Unified Internal Voice
– Achieve clarity about how your company,
customers, products and services fit together
– Exploit commonalities to enhance market awareness and ROI
– Create distinctive family bond and image across business units and products
– Foster an image that projects the highest level of professionalism and competence
– Build a consistent perception and message by using “one voice”
© 2011 KBM Group CONFIDENTIAL & PROPRIETARY
Brand For The Future
Credible Will our customers and stakeholders believe it?
Relevant Will it resonate (and stick) with them?
Different Does it set the company apart from competitors?
Aspirational Does it take you far enough? Too far?
Actionable Can you consistently deliver on it?
Sustainable Does it have a long-shelf life? Can it continue to evolve?
“The definition of insanity is doing the same thing
over and over again...and expecting different results”
– A. Einstein
© 2011 KBM Group CONFIDENTIAL & PROPRIETARY
Brand Value It’s a Bottomline Issue
• Customers pay a premium for preferred brands 20%-25% more
• Brand helps with retention and loyalty Particularly when acquiring new customers is 5x cost of keeping existing ones!
• Brand pre-sells prospective customers
• Increases in brand equity builds company value
“There is only one boss: THE CUSTOMER. They can
fire everyone in the company, from chairman on down,
simply by spending their money elsewhere.”
— Sam Walton
© 2011 KBM Group CONFIDENTIAL & PROPRIETARY
"A product is something made in a factory…
…a brand is something that is bought by the customer.
A product can be copied by a competitor…
…a brand is unique.
A product can be quickly outdated…
…a successful brand is timeless.” ―S. King, WPP Group
WPP is the world leader in communications
services offering a comprehensive and
integrated range of relationship marketing,
advertising, media, digital, public relations,
and brand identity capabilities to national,
multinational and global clients.
Lindsay R. Resnick Chief Marketing Officer
KBM Group: Health Services
Phone 773.372.4961
Email [email protected]
Web KBMGhealth.com
Blog lindsayresnick.com
Twitter @ResnickLR
KBM Group: Health Services
Value
Drive down cost of acquiring
a customer
Improve customer retention
and loyalty
Engage healthcare consumers
to reduce costs and improve
outcomes
Capabilities
National Consumer Database
Data Analytics and Integration
Enterprise Database Management
Predictive Modeling and Segmentation
Strategic and Marketing Planning
Direct Response and Brand Positioning
Marketing and Sales Optimization
Creative Design and Campaign Execution
Digital, Online and Social Media
Tracking and Results Measurement
“Acquire with the intention to retain,
and retain with the intention to grow.” - Lester Wunderman
Marketing Solutions Across Healthcare’s Ecosystem
© 2011 KBM Group CONFIDENTIAL & PROPRIETARY
The Forrester Wave™:
US Database Marketing Service
Providers, Q1 2011
KBM Group delivers “strong capabilities
across the array of database, analytics,
data, strategy and operations.”
“KBM Group had the highest percentage
of clients responding that they are
extremely satisfied with ‘the strategic
contribution they make to our business.’”
Industry Recognition
The Forrester Wave™ is copyrighted by Forrester Research, Inc. Forrester and Forrester Wave™ are trademarks of Forrester Research, Inc.
The Forrester Wave™ is a graphical representation of Forrester's call on a market and is plotted using a detailed spreadsheet with exposed
scores, weightings, and comments. Forrester does not endorse any vendor, product, or service depicted in the Forrester Wave. Information is
based on best available resources. Opinions reflect judgment at the time and are subject to change.
KBM Group Health Services designs, delivers
and manages integrated healthcare marketing
solutions to help clients identify, acquire, and
retain customers.
A team of experienced marketing professionals
bring unparalleled expertise in direct marketing,
database analytics, brand strategy, creative
execution, consumer engagement, sales integration, and digital services.
BETTER
RESULTS.
GUARANTEED.
© 2011 KBM Group CONFIDENTIAL & PROPRIETARY
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