All Points Payments - Branding & Our Journey

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All Points PaymentsBranding & Our JourneyApril 19th 2016Presented by Jim Moore, CEO, All Points Payments

“Great companies that build an enduring brand have an emotional relationship with customers that has no barrier. And that emotional relationship is on the most important characteristic, which is trust.”

-Howard Schultz, Starbucks CEO

“An advertising campaign should be timely.

A branding campaign should be timeless.” ― Steven Howard

But brand is simply a collective impression some have about a product.

-Elon Musk

Brand is just a perception, and perception will match reality over time. Sometimes it will be ahead, other times it will be behind.

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Brand Choices

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®

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objectives

Why Branding Now?

What is Branding? Differentiation

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What isa Brand?

A Brand Is…12

A person’s emotional “gut” feeling about a product, service, or company

A brand is not what you say it is.A brand is what they say it is.

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Commodity

Differentiated BrandsCan Charge a Premium

Brand

€1.40€3.20

Can everything be branded?

Ultimately a brand is something that resides in the minds of consumers.

The key to branding is that consumers perceive differences among brands in a product category.

Even commodities can be branded: Coffee (Maxwell House), soap

(Palmolive), flour (Odlums), beer (Guiness), salt (Don Carlos), porridge (Flahavan), pickles (Chef), bananas (Fyffes), chicken (Nandos), crisps (Tayto), and even water (Ballygowan)

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13The NIKE Example

14The NIKE Example

15Forbes 2015 Top 10 Most Valuable Brands?

1. Successful and sustained branding has kept all but Nokia among the most valuable brands.

2. In some instances, it is the brand that drives a company rather than the other way around,

162004 Top 10 Most Valuable Brands?

Signify quality

Create barriers to entry

Serve as a competitive advantage

Secure price premium

The Role of Brands

Goal: Create Long-term

Relationships

= Relationshi

ps

Promise+ Experienc

e

14Purpose of Brands

Brands are what people say about you when you are not in the room

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Contemporary Cars @Good Prices

Quality, Reliable,

and Innovative Cars

Locate Things

Fast, accurate, search results

Company Brand

A Brand is also a promise to an audience

Brand Promise

Brand Attributes

Brand Identity

Company

Brand Awareness8

Your product or service is the first that comes to mind in a certain product/service category

• Fun• Family

Entertainment

Disney

• Luxury• Performance

BMW

• Design• Innovation

Apple

• Low Prices• Great Value

Aldi

• On-demand• Reliability• Clear Pricing

Uber

•Who Made Who?

Today, Uber stands for using your phone to call a private car service. But tomorrow, will I be able to launch a mobile app

anytime I want something? Will they be able to leverage their strong brand identity and promise and get me to use

the company for an array of services?

22The Long-Term Prospective Power of the Uber Brand

Uber Brand

Today

Private Car Service

Seamless Experience

Mobile App

Tomorrow

Private Car

Delivery Service

Other On-Demand Services

A brand is the differentiator of a product or service from similar

offerings

Differentation

Does your company leave its mark on

everything you do?

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Thank You !