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| 1| 1
The Transformational
Power of Branding
Jay OlsonBrand & Marketing StrategistQuad/Graphics Creative Services
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Why are you here today?
To achieve greater
competitive advantage
To grow the value of your
business
To invest in your future
December 7-8 2010 AFS Marketing & Selling of Casting Conference
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Agenda
What is a brand?
Why branding is important in B2B markets
Examples of successful B2B brands
How to build a leading B2B brand
Case studies
Q&A
About the presenter
December 7-8 2010 AFS Marketing & Selling of Casting Conference
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What is a brand?
A promise
A totality of perceptions
A shorthand for making good choices
A business tool
December 7-8 2010 AFS Marketing & Selling of Casting Conference
Sources: B2B Brand Management by Philip Kotler, 2006; The Brand Gap,
by Marty Neumeier, 2006
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What is brand equity?
Benefits:
Increased profitability
Reduced vulnerability
Premium price
New product acceptance
December 7-8 2010 AFS Marketing & Selling of Casting Conference
BrandEquity
Awareness
Image
Preference
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Common myths
Branding is not important in B2B markets
B2B purchases are based on cold logic
Emotive appeals are unimportant in B2B markets
December 7-8 2010 AFS Marketing & Selling of Casting Conference
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Why is branding important in B2B?
Incremental price premium
Strong strategic competitive advantage
Produce true economic value
Emotive propositions resonate with decision makers
Business people buy the brands they trust
Branding is even more important in B2B!
December 7-8 2010 AFS Marketing & Selling of Casting Conference
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Noise
We work with you to define your needs and improve your products.
Expansive technical knowledge backed by a proven commitment to customer satisfaction.
We deliver high quality parts, on schedule and at a good value.
December 7-8 2010 AFS Marketing & Selling of Casting Conference
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Why branding in B2B?
Today’s B2B customers may articulate their need for
ROI, lower price & higher product performance. But,
what do they really want?
> To avoid doing business with an Enron
> To do business with people they trust
> To buy from a leader
You never get fired for buying IBM
Source: “It’s a Fact: Strong Brands Drive B2B Markets,” by Kevin Randall,
Brandchannel, 4/14/2006
December 7-8 2010 AFS Marketing & Selling of Casting Conference
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Why is branding important to you?
If you are the President/CEO
Puts the face on your vision & business strategy
Builds long-term profitability & asset value
If you are in Marketing or Sales
Creates the foundation for everything
Winning the battle for your buyer’s attention
December 7-8 2010 AFS Marketing & Selling of Casting Conference
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Successful B2B brands
December 7-8 2010 AFS Marketing & Selling of Casting Conference
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Most valuable B2B brands
Rank Brand Country Sector Brand value ($b)
1 Coca Cola U.S. Beverages 70.5
2 IBM U.S. Business services 64.7
3 Microsoft U.S. Computer software 60.9
4 Google U.S. Internet services 43.6
5 GE U.S. Diversified 42.8
6 McDonald's U.S. Restaurants 33.6
7 Intel U.S. Electronics 32
8 Nokia Finland Electronics 29.5
9 Disney U.S. Media 28.7
10 Hewlett-Packard U.S. Electronics 26.9
BEST GLOBAL BRANDS 2010
Source: Interbrand
December 7-8 2010 AFS Marketing & Selling of Casting Conference
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A successful small brand
Acme Brick
84% brand preference
An extra ten cents on
the dollar
A 13-fold return on
marketing
Source: Marketing News
December 7-8 2010 AFS Marketing & Selling of Casting Conference
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To build a leading B2B brand
1. Make the case for change
2. Vision & leadership
3. Analyze the gap
4. Position your brand
5. Create the magic
6. Build with flawless execution
7. Measure your success
December 7-8 2010 AFS Marketing & Selling of Casting Conference
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#1 – Make the case for change
Business case:
Need & benefits
Scope & impact on corporate resources
Downside
December 7-8 2010 AFS Marketing & Selling of Casting Conference
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Reasons for rebranding
Rapid business growth
Outdated or inconsistent brand image
Changing economic conditions
Acquisitions/mergers
Changes in leadership
New products/services/markets/channels
Preparing to go public, spin off or be sold
December 7-8 2010 AFS Marketing & Selling of Casting Conference
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#2 – Vision & leadership
Articulate your vision
Communicate it to your employees with clarity
& understanding
Empower your employees to deliver differentiating
& compelling customer experiences
Rally the troops
December 7-8 2010 AFS Marketing & Selling of Casting Conference
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#2 – Vision & leadership
1. CEO is a highly visible brand cheerleader
2. CEO understands the benefits
3. The organization is focused on building a single,
global corporate brand
4. Marketing ROI is rigorously measured
5. Company websites are seamlessly integrated to
present a consistent face
December 7-8 2010 AFS Marketing & Selling of Casting Conference
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#3 – Analyze the gap
Customer analysis Competitive analysis Self-analysis
Motivation Messaging Existing brand image
Usage Positioning Brand heritage
Unmet needs Strengths Strengths/capabilities
Decision priorities Strategies Organizational values
Brand associations Vulnerabilities
BRAND AUDIT
December 7-8 2010 AFS Marketing & Selling of Casting Conference
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#4 – Position your brand
Brand
identity
Brand
archetype
Value
proposition
Brand
Positioning
December 7-8 2010 AFS Marketing & Selling of Casting Conference
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#4 – Position your brand
Product attributes
Quality/value
Users/uses
Core values
Brand personality
Relationships
Visual imagery/metaphors
Brand heritage
Source: Building Strong Brands, David A. Aaker, 1996
Brand
identity
Brand
archetype
Value
proposition
Brand
Positioning
December 7-8 2010 AFS Marketing & Selling of Casting Conference
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#4 – Position your brand
12 archetypes
hardwired in our
brains at the
collective
unconscious level
Source: Hero & the Outlaw, by Margaret Mark & Carol S. Pearson, 1976
Brand
identity
Brand
archetype
Value
proposition
Brand
Positioning
December 7-8 2010 AFS Marketing & Selling of Casting Conference
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Change
Stability
Community Individuality
CAREGIVERNurturing,
CaringRULERPower,
Authority
CREATORInnovative,
Creative
EXPLORERAdventure, Exploration
SAGE/MENTORIntellectual,
Curiosity
INNOCENTPurity, Renewal
MAGICIANTransformation,
Self-Improvement
HEROCourage,
Determination
OUTLAWRebel,
Flaunt Convention
JESTERFun,
Spontaneity
REGULAR GUY/GALLoyalty,
Dependability
LOVERAttraction, Sensuality
Motivations
December 7-8 2010 AFS Marketing & Selling of Casting Conference
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#4 – Position your brand
Purchase decision drivers:
Functional benefits
Emotional benefits
Source: Building Strong Brands, David A. Aaker, 1996
Brand
identity
Brand
archetype
Value
proposition
Brand
Positioning
December 7-8 2010 AFS Marketing & Selling of Casting Conference
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#4 – Position your brand
Primary brand archetype
Subset of your brand
identity & value
proposition*
Target audience & key
points of differentiation*
* Building Strong Brands, David A. Aaker, 1996
Brand
identity
Brand
archetype
Value
proposition
Brand
Positioning
December 7-8 2010 AFS Marketing & Selling of Casting Conference
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#5 – Create the magic
Creates the overall look & feel, tone & manner
Logo, brand identity, color palette & tagline
development
Conceptual development of your new web presence/
sales literature/other marketing materials
December 7-8 2010 AFS Marketing & Selling of Casting Conference
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#6 – Build with flawless execution
The real challenge:
Winning the battle for attention
Making it through the WIIFM filter
Source: “The New B2B Marketing Manifesto,” Velocity
December 7-8 2010 AFS Marketing & Selling of Casting Conference
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#6 – Build with flawless execution
Overcoming the six second factor:
Title – Does it stop your busy target reader?
Subtitle – Does it promise something of interest?
Design – Is it a quick read?
Landing page – Does it communicate a resonating value
proposition & substantiate your claims
Source: “The New B2B Marketing Manifesto,” Velocity
December 7-8 2010 AFS Marketing & Selling of Casting Conference
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#7 – Measure your success
Key performance indicators:
Premium price
Customer franchise
Rate of new product acceptance
Net-advocate score
Source: Measure what matters, Laura Patterson, VisionEdge Marketing, 2004
December 7-8 2010 AFS Marketing & Selling of Casting Conference
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CASE STUDIES
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Quad/Graphics Special Interest Publications Group
Company & situation overview:
New market
New sales force & dedicated mgt. team
Need for baseline to measure awareness & perceptions
December 7-8 2010 AFS Marketing & Selling of Casting Conference
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Quad/Graphics Special Interest Publications Group
Solution:
Brand audit
> Quantitative benchmark study
> Internal brand audit
> Competitive assessment
New brand position & marketing communications plan
December 7-8 2010 AFS Marketing & Selling of Casting Conference
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Quad/Graphics Special Interest Publications Group
Brand archetype: Caretaker
Brand essence: Do what you do best
Brand position: QuadSIP resets the standards for the
industry in print quality & customer care, and enables
special interest publishers to do more by freeing their
time to focus on their core competencies.
December 7-8 2010 AFS Marketing & Selling of Casting Conference
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Quad/Graphics Special Interest Publications Group
December 7-8 2010 AFS Marketing & Selling of Casting Conference
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Quad/Graphics Special Interest Publications Group
Results:
Awareness more than doubled within the 1st year
Perceived as the top brand in printing for quality &
innovation
100+ new customers within the 1st year of operation
December 7-8 2010 AFS Marketing & Selling of Casting Conference
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International Design Guild
Company & situation overview:
Alliance of 100 high-end floor covering showrooms
Products sold to interior designers & luxury consumers
Looking to broaden its niche
Lack of buy in & sell through
December 7-8 2010 AFS Marketing & Selling of Casting Conference
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International Design Guild
Solution:
Brand audit
> In-depth interviews
> Internal brand audit
Updated brand positionings & brand-building strategy
New website and marketing materials
December 7-8 2010 AFS Marketing & Selling of Casting Conference
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Dabbieri Signature Collection
Brand archetype: Creator
Brand essence: Envision the
possibilities
Brand Position: The industry’s
largest selection of designer-
driven, high-quality flooring
products, so interior designers
& luxury consumers can create
their own unique vision of
style, elegance &
sophistication.
December 7-8 2010 AFS Marketing & Selling of Casting Conference
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International Design Guild
Results:
Product lines were successfully broadened & adopted
by showroom owners
Showroom traffic & sales increased
Membership continued to climb
December 7-8 2010 AFS Marketing & Selling of Casting Conference
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Q&A
December 7-8 2010 AFS Marketing & Selling of Casting Conference
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Thank you!
December 7-8 2010 AFS Marketing & Selling of Casting Conference
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About the presenterBrand & marketing strategist,
Quad/Graphics Creative Services
Career background
Phoenix Marketing Group (Principal)
C.A. Muer/ Corp. (Director of Marketing)
Marcus Restaurants (VP of Marketing)
Ralston Purina Company
(Director of Marketing, Restaurant Division)
San Jose State University
Michigan State (honorary faculty member)
DMA (DM & interactive mktg. certification)
Presenter at AMA & other leading
organizations on the topics of
branding, interactive strategy &
integrated marketing
communications
December 7-8 2010 AFS Marketing & Selling of Casting Conference
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Contact Information
Jay Olson
Brand & Marketing Strategist
Quad/Graphics Creative Services
Direct: (414) 566-7053
Cell: (262) 703-0330
December 7-8 2010 AFS Marketing & Selling of Casting Conference