Branding: Developing a New Company Persona

April 20-24, 2009

CenturyLink

In today’s competitive world, a name must function as a total

messenger.

Naseem JavedNaming for Power

I am a high achiever.

I am on my way to the top.

I am an individual.

I am a world citizen.

I care about the environment.

The primary focus of your brand message

must be on how special you are, not how cheap you are. The goal must be to sell the distinctive

quality of the brand.

Kerry LightBrand Strategist

rational aspects

emotional

aspects

what the product does for me

how I would

describe the

product

how the brand makes me feel

how the brand

makes me look

facts and symbols that support brand claims

brand personality

facts and symbols that support brand claims

brand personality

CORECORE

A strong brand commands a

premium.

David A. AakerBrand Leadership

brand equity shifts the demand curve

demand for product when branded

demand for product when unbranded

quantity (share)

pri

ce

Brands help consumers cut

through the proliferation of

choices available in every product and service category.

Scott M. DavisBrand Asset Management

Image and perception help drive value;

without image there is no perception.

Scott M. DavisBrand Asset Management

emotionaldifferentiated

functionallydifferentiated

emotionalundifferentiated

functionallyundifferentiated

MARKETINGHYPE

BRAND

SUPERIORPRODUCT

COMMODITY

Long-term brand equity and growth depends on our

ability to successfully integrate

and implement all elements

of a comprehensive marketing program.

Timm F. CrullChairman & CEO of Nestle

positionipositioningng

positionipositioningng

personapersonalitylity

personapersonalitylity

presentpresentationation

presentpresentationation

relationshirelationshipsps

staff to staffstaff to staffstaff to staff to

customerscustomersstaff to staff to

other other stakeholdersstakeholders

relationshirelationshipsps

staff to staffstaff to staffstaff to staff to

customerscustomersstaff to staff to

other other stakeholdersstakeholders

branbranddvisiovisionncultuculturere

branbranddvisiovisionncultuculturere

A house of brands is like a family, each needs a role and a

relationship to others.

Jeffrey SinclairBrand Strategist

consumersconsumersconsumersconsumers

distributers/retailersdistributers/retailersdistributers/retailersdistributers/retailers

employeesemployeesemployeesemployees

shareholdersshareholdersshareholdersshareholders

opinion-formersopinion-formersopinion-formersopinion-formers

supplierssupplierssupplierssuppliers

marketing departmentmarketing departmentmarketing departmentmarketing department

sales departmentsales departmentsales departmentsales department

human resources human resources departmentdepartment

human resources human resources departmentdepartment

finance departmentfinance departmentfinance departmentfinance department

external affairs external affairs departmentdepartment

external affairs external affairs departmentdepartment

operations departmentoperations departmentoperations departmentoperations department

responsibility for organization brand

stakeholders

In the modern world brands are a key part

of how individuals define themselves and their relationships with

one another.

Sir Michael Perry

economic interestand impact

employeesshareholderssuppliersdistributorspartnerstrade unions

economic impact customerspressure groupsregulatorslegislatorscommunitiesmedia

Good design is good business.

Tom WatsonIBM

organizatiorganizationon

organizatiorganizationon

employeesrewards and satisfaction

finance

pro

vid

ers

perf

orm

ance

com

munity

and

socie

ty

fair

treatm

ent

custo

mers

valu

e fo

r money

suppliers and

partners

fair treatment

Let’s give them something to talk

about.

Bonnie Raitt

1743175917691830183118501869187518861887moet & chandonwedgewoodgordon’s ginmcvitie’scadbury’slevi strauss & coheinzcolgatecoca-colajohnson & johnson

What’s a brand? A singular idea or

concept that you own inside the mind of

the prospect.

Al Ries

✓Gauge the organization’s understanding of ‘brand’.

✓What makes the organization’s brand promise distinct/differentiated? Is this meaningful to consumers?

✓Is the brand’s promise being consistently delivered by all members of an organization and its value chain partners?

✓Identify those ‘brand encounters’ that have impact with users. Do these add to the brand, detract from it, or have no effect?

✓Identify those people and activities that influence brand encounters. Are these being managed to clarify and strengthen the brand?

✓Assess the brand from the perspective of each stakeholder. Is it being managed positively for each stakeholder?

ORANGE BRAND VALUES

TRANSLATION TO SHAREHOLDERS

SHAREHOLDERS CONSUMERS EMPLOYEES

HONEST keeps promises open and fair open and fair

STRAIGHT-FORWARD

simple and clear simple and clearspeed and

results

FRIENDLYconfident and

trustedtrusted partner

responsible people

DYNAMICinnovative and

energeticinnovative

innovative and exciting

REFRESHINGbright and customer focused

delights customers

delights customers

Cultures are intensely complex. Customs, attitudes, and preferences are often too subtle for

the visitor.

Ronnie LiptonDesigning Across Cultures