The Branding Lab - The Un-Branded Presentation of what a Strategic Marketer THINKS about Brand - By...
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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
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/
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
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.
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
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
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
http://massively.joystiq.com/2014/09/01/firefall-gets-a-chinese-publishing-deal/
$160 million being paid for licensing fees and royalties.
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