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Presentation to the Oregon Association of CVBs

Presentation to the Oregon Association of CVBs. June 4, 2007. G ARD & G ERBER. Gard & Gerber. Started in 1979 Advertising, public relations & public affairs Corporate communications Social marketing Services marketing PGE (1980),ODOT (1984),AAA(2000). The Agenda.

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Presentation to the Oregon Association of CVBs

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  1. Presentation to the Oregon Association of CVBs June 4, 2007 GARD& GERBER

  2. Gard & Gerber • Started in 1979 • Advertising, public relations & public affairs • Corporate communications • Social marketing • Services marketing • PGE (1980),ODOT (1984),AAA(2000)

  3. The Agenda • Communications & Behavior Theory • What is a Brand? • Creating, Evaluating & Changing a Brand • Brand Strategy • What to Expect

  4. “…the beholder searches for order.”Gyorgy Kepes

  5. Behavior Change Theory (Attract) (Engage) Information Persuasion Decision Confirmation (Repeat) (Rogers & Shoemaker)

  6. If C, then E One way of defining "cause," then, is as sufficient condition: the cause of an event is the whole set of conditions sufficient for its occurrence — so that the fulfillment of these conditions is always followed by the occurrence of the event. John Hospers And in practice that particular condition is usually styled the cause whose share in the matter is superficially the most conspicuous… John Stuart Mill

  7. A Sufficient Set of Conditions for High Safety Belt Use Public Support A Good Law Awareness of the Law Enforcement of the Law Perceived Risk of Apprehension Committed Team Sustained Publicity

  8. “…design is strategy made visible.”Wally Olins

  9. Order, attract/etc., sufficient conditions, strategy made visible, sustained publicity,repetition with …

  10. “Sustained publicity.”Lawrence Ross

  11. The Beethoven Strategy • Repetition with variation • Thematic (brand) development: “to unfold its latent energies, to search out its capacities for growth and bring them to fruition.” • Joseph Machlis

  12. What is a Brand? • A logo? • A theme line? • A promise? • A way of doing business? • A relationship? With whom? • Advertising? • Or, is it simply reputation?

  13. Creating, Evaluating & Changing A Brand

  14. 1995-2000/580,000 2007/700,000

  15. Creating or Evaluating Your Brand • How do you do it? • Regular meetings over time -- discipline • Structured interviews, internally & externally, listen very carefully • Keep notes: organize them like an old-fashioned research paper • Formal research -- look for patterns • Analyze data -- look for patterns • Follow Judge Samuel Putnam’s rule

  16. Brand Strategy • Brand Customer Internal • Brand Identity • Brand Positioning • Brand Promise • Brand Relationship • Brand Architecture • Brand Messages • Brand Promotion External

  17. Brand Customer • What does customer want? • What do you have to give customer? • Where is the profit? • Focus on area of overlap. • Understand customer • Age, sex, car, etc. • Emotional needs • Honor personas

  18. Brand Identity • Essence (DNA) • Values • Vision • Style

  19. Brand Positioning: Unique Selling Proposition • Real and perceived: OHSU & Nike • Does the positioning or USP matter to customers? • Does it matter to profit? • What is Les Schwab’s USP? Brand Positioning? • Robb High: Branding is the art of sacrifice. • Alternative is to be a commodity, which makes the effects of branding negligible • If you can substitute a competitor’s name for yours and the brand still makes sense, it is not a brand.

  20. Brand Promise • It is what it says: what are you promising your customer? • Do you deliver on the promise? • If you don’t, don’t promote the brand until you do. • The Achilles Heel of brand strategy.

  21. Brand Relationship • Begins with keeping the first promise • Lasts until the promise is broken • In your personal life, how do you maintain relationships? • The brand payoff.

  22. Question: When driving, how often do you wear a safety belt: always, almost always, sometimes or never?

  23. Brand Architecture • Monolithic -- Shell • Endorsement -- United Technologies • Product -- Proctor & Gamble • Brand Oregon

  24. a member of

  25. Brand Messages • Clarity • Control • Credible • Creative • Stay true to the brand

  26. Brand Promotion • Advertising • Public Relations • Execution

  27. Brand Evaluation • What current customers say • What prospective customers say • What employees say • What you say • Analyze the spread between • Look for areas of intersection or disturbance • Would a brand change achieve the goal? • If not or not sure, default to sustained publicity and repetition with variation.

  28. Issues to Consider • Brand Oregon: in my view, positioning is too internalized but execution saves it. • Relationship with Brand Oregon • Destinations as commodities • Resources • State Anniversary: Is there a way to come together?

  29. In conclusion: • There are no tactical silver bullets. • But there are strategic silver bullets. • One of them is the Brand.

  30. Presentation to the Oregon Association of CVBs June 4, 2007 GARD& GERBER

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