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A presentation to NAHEC by Bates USA Midwest March 13, 2003

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A presentation to NAHEC by Bates USA Midwest March 13, 2003

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    1.   A presentation to NAHEC   by Bates USA Midwest March 13, 2003

    2. Why brand?

    3. Why brand? The brand is a tangible business asset that can be managed to produce positive results.

    4. What Will Branding Do for You? A vibrant brand… Can command a premium price Makes marketing more efficient Makes it easier to recruit and retain talent Makes introductions easier Can withstand and weather crises more readily Can slow or stop erosion Is appealing to financial and investor markets

    5. At Bates, we do not build brands for our clients. We build brands for our clients’ customers.

    6. The #1 thing for you to remember about brands A brand is NOT what the company says it is. A brand is what the consumer BELIEVES it is.

    7. What does a brand do? Differentiates Pre-sells “Guarantees” a performance level  

    8. What does a brand do? Differentiates

    9. What does a brand do? Differentiates Pre-sells

    10. What does a brand do? Differentiates Pre-sells “Guarantees” a performance level

    11. What does a brand do? Differentiates Pre-sells “Guarantees” a performance level

    12. When you have a well-defined brand that you understand, it can keep you from doing things that can betray the brand.

    13. Can you imagine … Listerine

    14. So how do we codify a brand?

    15. The Difference Between Brand Strategy, Market Positioning, and Psychological Positioning Brand strategy helps you convey the essence, character and purpose of the brand, its products and services

    16. Market positioning is the process of identifying and selecting a market or segment that represents business potential, targeting vulnerable competitors, and devising a strategy to compete. In essence, determining the criteria for competitive success. The Difference Between Brand Strategy, Market Positioning, and Psychological Positioning

    17. Psychological positioning means selling the services; Its role is to change behavior, and to create enough interest in the brand and its products and services to prompt desired action by target audiences The Difference Between Brand Strategy, Market Positioning, and Psychological Positioning

    18. Brand Planning Process

    19. The Bates Brand Wheel

    20. Unique Selling Proposition™ Unique – leverageable rational or emotional difference Selling – that motivates/persuades new customers to buy Proposition – in a clear, deliverable, compelling benefit  

    21. The “Got Milk?” brand wheel

    22. How do we get started?

    23. Brand Ideation Sessions “I wish” Exercise I wish the Ruth Lilly Health Education Center brand would… SWOT Analysis Build a Buying Cycle

    25. Brand Ideation Sessions “I wish” Exercise I wish the Ruth Lilly Health Education Center brand would… SWOT Analysis Build a Buying Cycle Build Brand Wheels Brand Vision Survey

    26. Brand Vision Survey If the Health Education Center was… A celebrity…who would it be? A food…what would it be? A sport…what would it be? An animal…what would it be?

    27. Branding brought to life “Creativity” is one of the last remaining legal means by which you can gain an unfair advantage over the competition.  

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