Day 3 profiling and protection

B R I A N W S T E E Ldeveloping higher performance

Starting in BusinessCustomer profiling, brand power, protecting ideas

B R I A N W S T E E Ldeveloping higher performance

Profiling customers

B R I A N W S T E E Ldeveloping higher performance

Profiling customers

Profiling helps you:

Manage your customer database.

Build stronger customer relationships.

Manage your credit portfolio and level of credit risk.

Create more successful marketing campaigns.

Acquire the most profitable kinds of prospects.

Build a powerful Brand.

B R I A N W S T E E Ldeveloping higher performance

Profiling customers

Know your customers:

Probably the most powerful information you will ever hold

B R I A N W S T E E Ldeveloping higher performance

Profiling customers

Classless society?

Marketing discriminates on all manner of levels including age, sex, class and a whole lot more

B R I A N W S T E E Ldeveloping higher performance

Profiling customers

B R I A N W S T E E Ldeveloping higher performance

Profiling customers

B R I A N W S T E E Ldeveloping higher performance

Profiling customers

B R I A N W S T E E Ldeveloping higher performance

Profiling customers

B R I A N W S T E E Ldeveloping higher performance

Profiling customers

B R I A N W S T E E Ldeveloping higher performance

Profiling customers

B R I A N W S T E E Ldeveloping higher performance

Profiling customers

B R I A N W S T E E Ldeveloping higher performance

Profiling customers

B R I A N W S T E E Ldeveloping higher performance

Profiling customersDescribe one personWhat genderWhat ageWhere do they liveWhat do they live inWhat do they do for a livingWhat do they particularly likeWhat do they particularly dislikeWhat does the customer want from youWhat commons characteristics are required

What are the customers imperativesWhat do customers valueHow are they likely to find out about youIs the cost of particular concernList the ways in which you can reach, contact and communicate with your target customer.

B R I A N W S T E E Ldeveloping higher performance

The Power of the Brand

You don’t have to look too far to see just how powerful and valuable a brand can be.

B R I A N W S T E E Ldeveloping higher performance

Building the brand

B R I A N W S T E E Ldeveloping higher performance

Building the brand

$15 bn

$9.5 bn

$67 bn

$14 bn

$11 bn

$120 bn

$12 bn

$183 bn$13 bn

B R I A N W S T E E Ldeveloping higher performance

Building the brand

One of the 18,000 livery cabs which will serve Northern Manhattan, Queens, The Bronx, Brooklyn, and Staten Island

B R I A N W S T E E Ldeveloping higher performance

Building the Brand

Screwing

up

B R I A N W S T E E Ldeveloping higher performance

Building and protecting your brand

So what are you going to do???

B R I A N W S T E E Ldeveloping higher performance

Types of Intellectual Property [IP]

Copyright

Trade Mark

Design Rights

Patent

Building and protecting your brand

B R I A N W S T E E Ldeveloping higher performance

Copyright ©

Common right in UK Lasts for 70 years past death of originator Covers all written and 2 D creative work, manuals, letters, instructions, pictures, designs, photographs, software programmes, graphics, books etc. Costs nothing in UK

Building and protecting your brand

B R I A N W S T E E Ldeveloping higher performance

Trade Mark ®

Can be re-registered with IPO indefinitely Can be word, phrase, sound, shape, logo, symbol, signature, image, design or combination of them. Registers products in 11 classes for services and 34 classes for products Has to be distinctive to qualify for registration Costs around £200 or £170 on-line.

Building and protecting your brand

B R I A N W S T E E Ldeveloping higher performance

Design

3 D shapes including relief patterns on objects The shape and key characteristics of a product Unregistered – common right – lasts for 15 years. Registered lasts for 25 years with renewal fees every 5 years. Semi-conductors governed by separate legislation 10 years protection Costs £60 per design

Building and protecting your brand

B R I A N W S T E E Ldeveloping higher performance

Patent

Original equipment, product, component, new process etc. That is proven to work. Cover for 20 years Has to be renewed every 5 years Costs range from £3,000 to £5,000

Building and protecting your brand