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Creating a Differentiated Value Proposition and Brand Promise explores the power of differentiation and how organizations can build a value proposition and brand promise that offers a true competitive advantage in the marketplace. The presentation offers a variety of insights into the process of establishing a relevant and unique value proposition that will enable businesses to capture greater share of the consumers mind and wallet.
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Creating a Differentiated Brand Promise and Value Proposition
Stephen Tharrett and Mark Williamson
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Where the organization fulfills the customers’ expectations and perceptions 100% of the time.
Powerful Brand Promises!
“To provide well-designed quality products at an affordable price.”
“Joy of building. Pride of creation.”
Can your Brand Promise and Value Proposition be Breached?
“In business I look for economic castles protected by unbreachable moats.”
Warren Buffet
Don’t dive into the sea of sameness, instead…
…get your brand promise stand out!
Remember, different isn’t always better!
A Promise is the heart of your brand’s strategy!
A Brand Promise is about Authenticity and Trust!
A Brand Promise Defines your Integrity!
“Every innovation or new service Amazon introduces stays true to its promise.It’s actions always align with its promise!”
A Brand Promise is Always Relevant!
A Brand Promise must Fulfill the Consumer’s most Relevant and Valued Needs!
A Brand Promise must create Emotional Connections!
A Brand Promise requires Maniacal Devotion!
A Brand Promise is Built on a Value Proposition that is Unique and Compelling!
Facility Product ServiceEmotional
Context
Price Time
Experience and Results
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Price and Access
Price Driven Brands!
Convenience Driven Brands!
Facility Driven Brands!
Program Driven Brands!
Customer Service Driven Brands!
Emotionally Driven Brands!
Could This Be the Best Company in the World?
By Michael Hess MoneyWatch September 13, 2011
To paraphrase the classic line from Spinal Tap, if great companies go to 10, Wegmans goes to 11. Major research firms and the media routinely name Wegmans the best supermarket in the country, and it has a cult-like following.
Wegmans has become a genuine tourist destination in the communities it serves. To many people, shopping there is as much entertainment as it is errand.
Customers are fiercely loyal and will tell you they feel like Wegmans is "their" store.
Wegmans has, in short, made itself beloved and irresistible, and has deservedly reaped the rewards of its magic.
Emotionally Driven Brands!
Creating a Compelling and Relevant Value Proposition
•Focus Groups
•Member Surveys
•In-depth Interviews
•Competitive clue scanning
Explore What’s Important to your
Audience
•Define the purpose and promise
•Define attitude and voice
•Define the brand platform
Craft the Value Proposition
• Educate and train everyone on delivering the value proposition
• Measure your performance against the Value Proposition
Execute on the Value Proposition
• Leverage listening tools (e.g., clue scanning focus groups and surveys)
• Have a service recovery system
• Constantly evolve
Listen, Respond and Evolve
The Final Piece of the Brand Puzzle
Brand PurposeIt is the reason your brand exists!
Brand AttitudeIt is your brand’s personality
Brand VoiceHow your brand communicates its attitude and purpose!
Parting Words of Wisdom
Insight…We begin by seeking to understand, followed by analyzing the data, resulting in a story only the
numbers can tell.
Inspiration…with the numbers in hand, we generate those “magic facts” that tell you the real story about
your business and its impact on your bottom line.
Impact…with inspiration driven by insight, we assist you with developing and executing strategies that drive
greater loyalty and profitability.
Stephen Tharrett, Co-founder and Principal | [email protected] | 972.746.7605
• 20 years leading athletic, golf and tennis as VP and SVP of Operations at ClubCorp
• 2+ years as CEO of the Russian Fitness Group
• 10+ years as a consultant in the fitness and private club industry
• Author of 8 business books on the club industry
• Former president of IHRSA
Mark Williamson, Co-founder and Principal | [email protected] | 214.232.2389• 17 years heading up employee and member insights as VP of Research at ClubCorp International
• 5 years as Senior Director of the Guest Experience at Brinker International (e.g., Chili’s, Maggiano’s, On the Border, Romano’s Macaroni Grill, Corner Bakery)
• 2+ years as Executive Director of Consumer Insights at Applebee’s
• 2 years as Director of Research at Match.com
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