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Making The New Ring True Phil Rumbol 1 o 1 . A Free Range Creative Company

Making The New Ring True Phil Rumbol 1 o 1 . A Free Range Creative Company. 30. o 3 . 2 o 1 1. o 1. Branding & The Green Economy. o2. What is Branding?. A Historical Perspective A sign of ownership A sign of the people behind the product A mark of quality . o3. What is a Brand?.

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Making The New Ring True Phil Rumbol 1 o 1 . A Free Range Creative Company

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  1. Making The New Ring True Phil Rumbol 1o1.A Free Range Creative Company 30.o3.2o11

  2. o1 Branding & The Green Economy

  3. o2 What is Branding? A Historical Perspective A sign of ownership A sign of the people behind the product A mark of quality

  4. o3 What is a Brand? Expectation BRAND Fulfilment

  5. o3 What is a Brand? What am I going to get? Expectation BRAND Fulfilment

  6. o3 What is a Brand? Expectation BRAND Fulfilment Does it ‘work’?

  7. o4 What is a Brand? Refreshment BRAND

  8. o5 Building a Brand 2. What do we offer that’s different / better? 1. What does the customer want/need? Promise BRAND

  9. o5 Building a Brand Promise BRAND Deliver 3. How do we design our product/service to deliver this? 4. Does it ‘do what it says on the tin’?

  10. o6 Building a Brand

  11. o7 Traditional Marketing Marketing Promise BRAND Deliver “Trust Us” Reputation shaped by “Telling”

  12. o8 “Modern” Marketing Marketing Promise BRAND Deliver Word of mouth Social media Peer to peer review Comparison websites Etc etc Reputation shaped more by “Doing”

  13. o9 Brand = Reputation “Reputation arrives on foot and leaves on horseback”

  14. o9 Brand = Reputation “Reputation arrives on foot and leaves on horseback” a racehorse

  15. 1o Building reputation is a journey Reputation Like Trust Known for…. Heard of... Familiarity

  16. 11 The Role of the Brand depends on where you’re starting from Established Category Educate What’s important? New Category Established Brand New Brand

  17. 11 The Role of the Brand depends on where you’re starting from Differentiate How’s it different? Established Category Educate What’s important? New Category Established Brand New Brand

  18. 11 The Role of the Brand depends on where you’re starting from Differentiate How’s it different? Engage Is it the ‘brand for me’? Established Category Educate What’s important? New Category Established Brand New Brand

  19. 11 The Role of the Brand depends on where you’re starting from Differentiate How’s it different? Engage Is it the ‘brand for me’? Established Category Educate What’s important? Justify What right do you have? New Category Established Brand New Brand

  20. 12 The Green Economy Reputation

  21. 13 Applying this to the Green Economy Recognise that it’s a new category Consumers will want simplification & reassurance Be clear about your Brand Promise What are you offering? Be clear about what your brand brings? What credibility do you have? Why should I trust you? Understand the customer journey Who / what will inform their decision? Make sure you deliver your brand promise Remember, reputation leaves on horseback…

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