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Creating New Brands. Lois Dirksen President Brand Strategist. Tonight’s Topics. 1. I already have a logo - Brand Lens What’s brand? Brand and reputation Corporate v. product b rand 2. Do I really have time for this? - Investing in Brand Development Importance of brand - PowerPoint PPT Presentation
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Tonight’s Topics
1. I already have a logo - Brand LensWhat’s brand? Brand and reputationCorporate v. product brand
2. Do I really have time for this? - Investing in Brand Development
Importance of brandThe bad newsThe really good news
3. To know me is to love me - Brand PositioningAwareness, relevance, familiarity, preferencePositioning
You can control brand but only influence reputation.What drives brand and reputation is shared values.
Brand and Reputation
Is a third party’s perception of the performance on your promise.
BrandIs your promise to the market.
Reputation
Corporate Brand v. Product Brand
Trademarks Features Benefits Positioning Specialness
Corporate Brand Story Values Culture Positioning Authority Credibility
Product Brand
Corporate brands are constant, while product brands are constantly changing. The corporate brand provides the
context for product branding.
Importance of Brand Insulates and protects a company’s and products from
positioning by the competition Simplifies customer choice by cutting through
features/benefits to establish product specialness Reduces the cost of going to market through increased
market acceptance based on corporate and product brand strength
Assists in attracting and retaining highly qualified employees, investors and new market channels
The Bad News
70% of mergers in the U.S. fail to increase shareholder value
2/3 will lose value on the stock market Executives excited to acquire at low market prices
but boards less convinced and less willing to act
The Really Good News
Executive ego often drives M&A activity fueled by surrounding lawyers, accountants and consultants who gain fees from the activity
M&A today is based on moving beyond existing lines of business into new strategic areas
Entrepreneurs, option holders and investors cash out
…sell the news
I don’t know who you are.I don’t know your company.I don’t know your company product.I don’t know what your company stands for.I don’t know your company’s customers.I don’t know your company’s record.I don’t know your company's reputation. Now...what was it you wanted to sell me?
AWAR
ENES
S
Low
High
RELEVANCELow High
MATURE BRANDS
NEW BRANDSGONE
GRAVEYARD
NICHE BRANDS
ACQUISITION TARGETS
Relevance
Brand positioning is attitudes or beliefs that your customers hold about your business
In its simplest form, positioning is mental sorting
Differentiation Through Positioning
Meaningful to the customer? Differentiated from the competition? Believable to the customer? Sustainable over time? Consistent with corporate brand
characteristics?
The “Sweet Spot”
Brand Position
Customer Defined Attributes
Competitors Market Presence
Finding a position that supports sustained, profitable growth.
About LEVEL Brand
LEVEL is a brand, reputation and advertising firm that combines strategic thinking with business acumen to create revenue-generating communications designed to achieve a client’s business objectives. LEVEL has the experience, talent and innovative processes to deliver results. The agency’s industry credentials include having successfully completed brand positioning for over 120 national and global companies as well as helping to address complex brand and reputation issues. As a global brand and reputation firm, LEVEL offers a variety of services and proprietary tools for a fully integrated communications effort.
LEVEL has a strong track record for uncovering insights that inspire clear market positioning, organizational alignment and revenue-generating communications. In other words, the essential elements for building world-class brands and reputations that foster sustained, profitable growth.
LEVEL combines strategic and creative talent to build lasting, profitable relationships for our clients.
LEVEL Company Overview
Level Values We put the interests of our clients first. We build trusting relationships through integrity and
collaboration. We use our talents and skills to give back to our community.
Company Statistics Founded: 1986 Ownership: Independently Owned Employees: 24
LEVEL Key CompetenciesBrandStrategyBrand IdentificationLogo DesignBusiness System DesignBrand PositioningBrand ArchitectureBrand StrategiesLEVEL InsightsLEVEL Language
Digital MarketingDigital Marketing FrameworksWebsite DesignInteractive CopywritingBanner DevelopmentWeb StrategyWeb AnalyticsSocial StrategiesMobile Strategies & Implementation
Account ServiceStrategic PlanningPlan Development/ ImplementationAccount Management/ CoordinationBudget ManagementClient RelationsAgency Team RelationsPromotional Planning
Creative ServiceConceptual DevelopmentArt DirectionDesignCopywritingProductionPromotional Development
Media ServiceMedia PlanningMedia AnalysisPlacementReconciliationCustomized Media SystemsMultilevel Reporting
Research/ MeasurementBrand Benchmark StudyPosition Concept TestingAwareness/Familiarity SurveyFocus GroupsAdvertising EffectivenessQualitative Stakeholder Studies