slide1 n.
Download
Skip this Video
Loading SlideShow in 5 Seconds..
Michael Keller PowerPoint Presentation
Download Presentation
Michael Keller

Loading in 2 Seconds...

play fullscreen
1 / 36

Michael Keller - PowerPoint PPT Presentation


  • 123 Views
  • Uploaded on

Michael Keller. Chief Brand Officer American Dairy Queen. MarkED Conclave ‘06. Everything Communicates!. Building A Brand By “Delivering the Promise” Through It’s Consumer Touch Points. MarkED Conclave ‘06. Brand Building 101. Brand Equity. Trust. Making the Promise. Delivering the

loader
I am the owner, or an agent authorized to act on behalf of the owner, of the copyrighted work described.
capcha
Download Presentation

PowerPoint Slideshow about 'Michael Keller' - Albert_Lan


An Image/Link below is provided (as is) to download presentation

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.


- - - - - - - - - - - - - - - - - - - - - - - - - - E N D - - - - - - - - - - - - - - - - - - - - - - - - - -
Presentation Transcript
slide1

Michael Keller

Chief Brand Officer

American Dairy Queen

MarkED

Conclave ‘06

brand building 101
Brand Building 101

Brand Equity

Trust

Making the

Promise

Delivering the

Promise

MarkED

Conclave ‘06

what is a touch point
What Is A Touch Point?

Any

Contact Point

Between A Customer

And A Brand

MarkED

Conclave ‘06

everything communicates
Everything Communicates?

Yes, Whether We

Like It or Not,

Or Whether Customers

Realize it Or Not.

MarkED

Conclave ‘06

everything communicates1
Everything Communicates

Key Implication

Brand building extends way beyond ‘Marketing’. In some cases, ‘Marketing’ might be one of the least important ways to build a brand…

Or

…Maybe ‘Marketing’ really encompasses all company activities/functions that impact the brand and consumer in any way

MarkED

Conclave ‘06

think beyond
Think Beyond

Beyond

Beyond

Product

Service

To the

Experience

a Customer Has With All of a Brand’s Touch Points

MarkED

Conclave ‘06

putting it all together
Putting It All Together

Through all of a brand’s touch points, the “product” and the consumer’s experience with it, must deliver on the brand promise to ensure the desired emotional connection is made with a customer.

Who’s job is this?

Each function that ‘owns’ a touch point.

Who should oversee/lead this?

Brand Champions…”Marketers”

MarkED

Conclave ‘06

a little happy dq history
A Little Happy DQ History
  • A 66 year old brand with 5,500 units over 4,000 franchisees and $2.5 billion in sales
  • Born from a remarkable epiphany/invention
  • Began “franchising” before franchising was born
  • Became synonymous with treats and a wholesome, happy America
  • Acquired by Warren Buffet in 1998
  • Today enjoys universal brand awareness
  • Most importantly, the brand elicits a strong, emotion-filled response…a smile and a story

MarkED

Conclave ‘06

a little scary dq history
A Little Scary DQ History
  • A highly fragmented food system with low food awareness and credibility
  • An old, tired, diverse retail asset base (locations, facilities, operations)

MarkED

Conclave ‘06

a little scary dq history1
A Little Scary DQ History
  • A highly fragmented food system with low food awareness and credibility
  • An old, tired retail asset base (locations, facilities, operations)
  • A multi-decade period of stagnation
  • A high-level of mistrust and animosity between franchisee and franchisor
  • A rapidly shifting and increasingly competitive landscape
  • A brand teetering on the edge of irrelevance

MarkED

Conclave ‘06

a new approach corporate enterprise
A New Approach:Corporate/Enterprise
  • New CEO
  • New vision and business goals including a focus on becoming a food player
  • New strategy-driven structure
  • New outside talent hired, internal talent promoted
  • New business units and department plans
  • New trust-building posture with franchisees

MarkED

Conclave ‘06

dq brand touch points
DQ Brand Touch Points

Brand

Experience

Product/Menu

Product Quality

“Advertising”

Speed of Svc.

Locations

Facility (Ext.)

Customer Svc.

Facility (Int.)

a smile and a story
A Smile and a Story
  • Everywhere we go, we always get “a smile and a story”
  • There is rare/powerful emotion for the DQ brand
  • This is the essence of who we are, it’s what makes us “Something Different”
  • Beyond products, advertising, store design, operations and customer service, this may be our true long term strategic advantage, but…
  • …only if we recognize it, nurture it and build it in everything we do, every day, in every store, with every customer

MarkED

Conclave ‘06

workin the wheel
Workin’ the Wheel

MarkED

Conclave ‘06

a new approach brand team
A New Approach:Brand Team
  • New strategy demanded new structure which required new talent
  • Defined and began leveraging and executing against new brand identity and positioning
  • Challenged and elevated every key element of the Marketing Mix:
    • Menu/Product Strategy
    • Calendar Strategy
    • Advertising: Creative and Media Strategy
    • Promotion Strategy
    • Merchandising Strategy
    • PR Strategy
  • Restructured/Re-focused franchisee leadership

MarkED

Conclave ‘06

slide33

Creative Reel Highlights

MarkED

Conclave ‘06

some business results
Some Business Results
  • 25 consecutive months of comp sales growth: July ’03 to July ’05
  • 33 of the last 36 months of comp growth
  • Leading national QSR in 2004 in comp sales growth (beat McD’s and SBUX)
  • Award winning advertising
  • AUVs up 25% ’05 v. ‘01
  • Ad Funds at highest levels
  • Franchisee profitability at highest levels
  • Franchisee Investment beginning to occur

MarkED

Conclave ‘06

that s the dq story how can you teach it
That’s The DQ Story,How Can You Teach It?
  • What is a given brand’s promise?
  • What are it’s touch points?
  • Is it delivering on it’s promise through all of them or are there plans to do so?
  • Is there functional alignment between teams that touch the consumer and in turn shape the brand?
  • Is the company/team structured the right way?
  • If yes, does it have the right talent in the structure to achieve it’s goals?
  • What is the brand champion doing to provide the leadership necessary to build and protect the brand through all of it’s touch points?

MarkED

Conclave ‘06

slide36

Thank You!

MarkED

Conclave ‘06