A brand is a business person’s best friend. This presentation was authored by Richard Huntington. In accordance with the Creative Commons Licence for adliterate you may use any or all of this presentation for commercial use. Attribution would be nice though.
Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author.While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server.
A brand is a business person’s best friend
This presentation was authored by Richard Huntington. In accordance with the Creative Commons Licence for adliterate you may use any or all of this presentation for commercial use.
Attribution would be nice though.
Revisions and additions are very welcome and can be emailed to me at [email protected]
A brand is the sum of all the associations about a product, service, or organisation that live inside a consumer’s mind
The richer and more focused the associations the more powerful the brand
You don’t own your brand…your consumers do. Without the associations in their heads all you have is a product, service or organisation
Your job is to shepherd, marshal and direct all those associations so that they are richer and more productive
Monopolies are good for businesses because in monopoly conditions businesses get to name their price…
Few of us operate in actual monopoly conditions
But we can create effective monopolies…
…if consumers want our brand enough to resist substituting it even when it is priced at a premium to the alternative
Innocent don’t have a monopoly over smoothies but they do over Innocent – no one else can provide consumers with the innocent brand
1 litre of Innocent smoothie at Ocado
1 litre of PJ’s smoothie at Ocado
Innocent’s share of the UK smoothie market
Similarly Apple don’t have a monopoly over MP3 players but they do over IPods
Cost of a 30GB IPod at Micro Anvika
Cost of a 40GB Gigabeat MP3 player at Micro Anvika
Ipod’s share of the UK MP3 player market
You can usually tell if a brand is healthy if it is being sold at a premium
Or if the consumer is happy to make another trade off, like the shopping experience at Ikea or the lack of allocated seating on Easy Jet
Brands are brilliant but…
They must have substance not just image
Innocent make great smoothiesApple make great mp3 players
And these days no brand is invincible faced with a superior competitor
Hoover thought they had a great brand until Dyson arrived and stole their lunch