A2: BRANDING IN THE
NONPROFIT WORLD –
APRIL 29, 2014
DEBORAH WARD, DIRECTOR OF
MARKETING & COMMUNICATIONS,
OMAHA CONVENTION & VISITORS
BUREAU
DR. JONNA HOLLAND, ASSOCIATE
PROFESSOR OF MARKETING,
UNIVERSITY OF NEBRASKA
AT OMAHA
Branding in a Cluttered World
Dr. Jonna Holland
Department of Marketing and Management
College of Business Administration
University of Nebraska Omaha April 2014
2013 Brand Engagement Survey - Gensler
So… What is a Brand?
A brand is a "Name, term, design, symbol, or any other feature that identifies one seller's good or service as distinct from those of other sellers.“
• https://www.ama.org/
Brand = Meaning • Differentiates
– your organization – Your product – Your service
• From others
• In the mind of the consumer
Like a rock
Like a rock
The Ultimate Driving Machine
The Ultimate Driving Machine
~ $150 Billion spent annually on all forms of promotion ~ 600,000 messages for every man, woman and child per year ~ 1600 messages/person/day Of those, only 217 are noted Of those, only 34 remembered 9 remembered negatively 25 remembered positively = 98% failure rate!
How to break through the clutter:
Is Our Brand’s Voice
Evaluate your own brand • Reputation
– How well known is our organization?
• Esteem – How highly thought of is our organization?
• Relevance – How important are our mission and activities to
our target audiences?
• Differentiation – Are there other organizations that do what we do?
Key Questions
• What is our Brand Promise?
• Does it communicate our Vision and Values?
• Does it appeal to our primary audience?
• Is it distinct from our competitors?
Brand Audit
• Does our name communicate clearly?
• If you use an acronym:
– Is it relevant?
– Easy to remember? – Reflect/Reinforce the Brand?
• Is it Unique?
Examine the tools of your BRAND
• Brochures • Letterhead • Program literature • Newsletters • Annual reports • Web pages • Signage • Uniforms • Business cards
Goal:
TAMMY L. WILLIAMS, DIRECTOR
OF COMMUNICATIONS &
EXTERNAL RELATIONS,
CONAGRA FOODS
Click to edit Master title style
Click to edit Master subtitle style
Tammy Williams
Director, Communication & External Relations
The ConAgra Foods Brand:
Insights, Essence and Impact April 2014
Today
1. The case for change at ConAgra Foods
2. Research insights and essence
3. Re-branding strategy and execution
4. Current research today
Our brands
• Founded 1919
• Fortune 500 2013 rank: 209
• 36,000+ employees, 140+ plants
• 40+ brands including:
• Largest potato supplier in North America:
• Competitors:
Challenge: Who is ConAgra Foods?
Why should we care?
Corporate brand strength drives preference and:
Customer Choice
Labor Market Choice
Investor Choice
Consumer Choice
Decision Making
Differentiated brands have 61% more impact on preference
over non-differentiated brands
Source: Communications Executive Council, Building Stakeholder Preference
Through the Corporate Brand, March 2008.
Research findings revealed…
ConAgra Foods who?
You make what?
Where are we headed?
Our brands are loved by most Americans?
It is about the food! And it is good!
Next to the food, what matters? Customers!
What’s our story?
Understanding brand essence
Brand essence combines specific, rational
and emotional brand attributes – both
important in brand expression.
ConAgra Foods brand essence
ConAgra Foods delivers:
• Quality, convenient food
• Industry knowledge and expertise
• Consumer insight and understanding necessary to deliver relevant brands
• Consistent, reliable quality and service that drives success for customers and the company, effectively building our brands
• Strategically focused and efficiently run operations, effective internal and external partnerships
RATIONAL EMOTIONAL
Brand Essence
ConAgra Foods is about:
• Delicious, nourishing food
• Pride in brands that America loves, and have for decades
• A drive to be more original, more relevant, more innovative, more successful
• The dedication and commitment of hardworking employees who want to make a difference
• A loyalty and responsibility to the consumers who buy our brands, and the customers who sell them
At our best …
ConAgra Foods’ brand elements include:
– Focus on food
– Customer and consumer connections
– Progressive spirit
– A sense of happiness
– Honesty and authenticity
– Simple
New look
Branding goal: 2009-present
Reposition ConAgra Foods’ reputation as:
• The food company who makes food consumers love
and want
• A leader with a significant number of classic brands
— brands that have stood the test of time, are well
loved by consumers and continue to grow in
relevance
• A progressive company, making its food and brands
better all the time
Execution strategies
• Better articulate and create the identity for
who ConAgra Foods is, at its best
• Build internal brand evangelists and tie
employee contributions to making high-quality
food
• Get customers and consumers needs into
focus for our employees
• Better tie the ConAgra Foods brand to our
products
Employee campaign
Employee campaign
Branded house House of brands
Branded house Blended house
20
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5
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House of brands
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Branded house House of brands
Transitioning to blended house
The power of a blended house
CCR19QX7WV © 2008 Corporate Executive Board. All Rights Reserved.
Creating more positive impact with
the company brand
Today’s situation:
• Everything we do must have greater ROI.
• Reactive management of the corporate brand is table stakes.
• As consumers have shifted toward transparency, the brand
behind the brands becomes more important and must be
proactively managed—otherwise it can be a detriment.
Therefore:
• Establishing a company narrative about who we are THROUGH
what we do can provide payback to the company’s bottom line.
• Strategies build on, and are additive to what we do today.
What that means for us
Have a story to tell—and tell it
– Ensure people know our story and that it connects to people’s desire for
authenticity and responsibility.
Provide an experience
– Find new ways for people to see, touch, and feel where the products they
buy come from.
Be transparent
– Give the people what they want: to know what’s real and authentic to the
culture and the people behind the products they use.
Be a “demanding” brand
– Make real, meaningful demands on consumers’ time, energy or wallet by
being a brand that pushes them towards taking action that they know to be
right.
Our latest research showed…
When investors and consumers
know who ConAgra Foods is and
what we do, they like the company —
and are more inclined to buy
our brands and consider our stock
Source: 1. Wall Street Journal Perceptions Study of investors, 2008, 2009, 2010, 2011,2012 2. Corporate Executive Board consumer research, 2012 3. Reputation Institute consumer research, 2013
What drives this preference? How much
does knowing the company behind the
brands really matter?
Who you are matter as much as what you make
How much do
Product Attributes
(eg: value, ingredients)
drive decisions?
Would Consider 55%
Would Prefer 47%
How much do
Corporate Attributes (eg: ethics, CR)
drive decisions?
45%
53%
50% 50% Would Recommend
Reputation Institute, 2013
The opportunity
• Consumers now expect company brands to stand for something and to play a
meaningful role in social change (Edelman GoodPurpose Report, Havas Meaningful Brands,
Cone Echo Global CR Study).
• Company brands are shifting their go to market strategy by telling purposeful
stories with the intent of growing market share. (Unilever, Nestle, Chipotle, Panera).
• ConAgra Foods is relatively less known – but when known, very likeable.
• ConAgra Foods has a long heritage of social impact work so it’s well positioned to
take advantage of this market driver (20-year commitment to ending domestic child
hunger).
• By sharing its story, ConAgra Foods can inspire stakeholders to promote its
company and product brands.
• The sooner ConAgra Foods defines, integrates and shares its company brand
story, the greater the opportunity for leadership and competitive advantage.
Company and product brands
Company brands are increasingly aligning product brands to
the company core values
Kraft, ‘Make some good’ / Capri Sun, ‘Making every day better’
Unilever, ‘Sustainable living’ / Dove, ‘Real beauty’
General Mills, ‘Nourishing lives’ / Yoplait, ‘So goodness’
P&G, ‘Touching Lives, Improving Life’ / Tide, ‘Loads of hope’
Coca-Cola, ‘Open happiness’ / Minute Maid, ‘Put good in. Get good out’
Nestle, ‘Good Food, Good Life’ / Nescafe, ‘All the goodness of coffee’
Roll Hunt’s video here
Food for thought
• What do my stakeholders think of my brand today?
How do I want them to think about it in the future?
• What is my brand’s purpose – what does it stand
for? How does that align with my business goals?
• What is my brand’s story?
• How do my employees live the brand?
Thank you!
CAROLE TODD, DIRECTOR OF
COMMUNICATIONS & MARKETING,
LUTHERAN FAMILY SERVICES OF
VIRGINIA
“Authentic brands don't emerge from
marketing cubicles or advertising agencies. They
emanate from everything the company does...”
Howard Schultz
QUESTIONS FOR OUR
PANELISTS?
THANK YOU!
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