The Branding Lab - The Un-Branded Presentation of what a Strategic Marketer THINKS about Brand - By...

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The Un-Branded Presentation of what a Strategic Marketer THINKS about By Jon Burgess © Jonathan M. Burgess M.B.A. @ jonburgess

Transcript of The Branding Lab - The Un-Branded Presentation of what a Strategic Marketer THINKS about Brand - By...

The Un-Branded Presentation of what a Strategic Marketer THINKS about

By Jon Burgess

© Jonathan M. Burgess M.B.A. @jonburgess

Working Titles

1. If you brand your cow, how do you know how it tastes?

2. A nifty logo does not a brand make

3. What is brand without design?

4. Pretty pictures are no substitute for service or quality

5.

**Note** 5. is “The Nothing” from The NeverEnding Story, which consumes all things.

© Jonathan M. Burgess M.B.A. @jonburgess

Working Titles

6. Branding for the blind7. If we held a vote for the definition of brand, hanging chads would win8. Beauty (Brand) is in the eye of the beholder (customer)9. Senselessness Branding10. The “Chewbacca Defense”

© Jonathan M. Burgess M.B.A. @jonburgess

Removing "design" from the brand equation.

© Jonathan M. Burgess M.B.A.

Landscape

The Average CMO Tenure:

Wall Street Journal 3/23/2014http://blogs.wsj.com/cmo/2014/03/23/cmos-work-lifespan-improves-still-half-that-of-ceos-study/ http://adage.com/article/cmo-interviews/keeping-time-cmo-tenure-doubled/241294/

Business = $

Marketing = Customers

Customers = $

Educational Gap

Structural Gap

CEO CFOCMO

PR

Web

AD Design

SalesCust. Serv.

Info. Analyst Front End

Social Media

What is

?

What is brand?

“A name, term, design, symbol, or any other feature that identifies one seller’s goods or services as distinct from those of other sellers. The legal term for brand is a trademark. A brand may identify one item, a family of items, or all items of that seller. If used for the firm as a whole, the preferred term is trade name.” –

American Marketing Association

• "A brand symbol is “anything that leaves a mental picture of the brand’s identity.“- Leo Burnett

• “A brand is a singular idea or concept that you own inside the mind of a prospect.” - Al Ries

• “The intangible sum of a product’s attributes.” - David Ogilvy

What is brand

© Jonathan M. Burgess M.B.A. @jonburgess

Results from “Brand. Branding. What do you think?”

Take the quiz:https://www.surveymonkey.com/s/8LJTG2P

What I think brand

Brand is customer’s (prospect) perception, resonance of all experiences and transactions they have with an organization.

- Jon Burgess

© Jonathan M. Burgess M.B.A. @jonburgess

@jonburgess

How can we communicate to perception?

Our Perception

What brand is NOT• Brand is NOT what the business says it is.

• Brand is NOT what the designer designs.

• Brand is NOT the words the copyright wrote.

• Brand is NOT the price.

• Brand is NOT the quality.

• Brand is ALL of these things and more.

Simply put,

brand is not created by the projector.

Brand the is perception of the customer.

What does Strategic Marketer DO about

NICHE = CRACK

1. Find a Niche

FindingYourCrack.com – Ronald L. Burgess

2. Build Relationships

Act like a human.

Jon Burgess

@jonburgess

3. Market Emplacement

4. We believe Marketing is

© 2014 RedFusion Media - Jon Burgess

5. We believe in VALUE

@jonburgess

Service + Quality + Price = Value

Emotional Value, Aesthetic Value, Intrinsic Value

Service + Quality + Price + Image = Value

© 2014 RedFusion Media - Jon Burgess

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Quality

Price

Image

Service

Burgess Value Diamond

© 2014 RedFusion Media – Ronald L. Burgess

© 2014 RedFusion Media – Ronald L. Burgess

Marketing Positioning: a system for finding a window in the market, or more specifically, the consumer’s mind.

“Its how you differentiate your brand in the mind.”

“Perception not reality.”

6. Positioning

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© 2015 RedFusion Media – Jon Burgess

Brand Value Pyramid

Positioning - Brand Perspective

Focused on the perceptions of the prospect, not the reality of the brand.

© 2015 RedFusion Media – Jon Burgess

The 22 Immutable Laws of Marketing: Violate Them at Your Own Risk!By Jack Trout and Al Ries

7. Market Leadership

Profit Impact of Market Strategy

http://marketing.redfusionmedia.com/profit-impact-of-market-strategy-pims-principle

8. Relationships

http://steamreviewwatch.tumblr.com/

http://massively.joystiq.com/2014/09/01/firefall-gets-a-chinese-publishing-deal/

$160 million being paid for licensing fees and royalties.

9. Targeting

© 2014 RedFusion Media - Jon Burgess

Personas

10. Be Expert

a person or organization who has a comprehensive and knowledge of or skill in a particular area.

© 2014 RedFusion Media - Jon Burgess

11. Build Authority

1. the power or right to give orders

2. having power or control

3. the power to influence others or one's recognized knowledge about something

© 2014 RedFusion Media - Jon Burgess

• What value attracts your customers?

• What value keeps your customers?

• What lack of value makes your customers look at a competitor?

Do Activities that Increase Value

© 2014 RedFusion Media - Jon Burgess

Effect the Positioning and Brand Perspective

© 2014 RedFusion Media - Jon Burgess

Call to action:Find out how good you are!

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