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Sales & Marketing Executives InternationalBranding Workshop
Bret ConkinChief Education Officer
riiPlay.tv
Sacha Baron Cohen asAli G
Borat The Brand
• MTV Europe
• Kazakhstan
• Borat.kz
Borat – The Brand
• Consistent• Unique• Customer-focused• Viral
Golden Globe Winner
"Thank you to every American who has not sued me so far."
Presentation Overview
1. Branding backgrounder2. Defining Brand3. Branding myths4. Deliver a great brand
experience5. Reverse branding6. Personal branding7. Branding Generation
Tomorrow
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History of Branding
• 19th Century Packaged Goods
• Logos “branded” on barrels
• Mass media accelerated brand relationships
• Branding
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Branding Concepts
• Brand – “Recognized mark. A standard. A community.”
• Brand experience – Sum of Contact
• Brand image – Mental Imprint
• USP
• “Why should I choose you?”
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Branding Benefits
• Premium pricing
• Resiliency
• Recruitment
• Extendibility
• Brand Equity
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Branding in CanadaTop Cdn Brand practices
(Interbrand))
– Deep consumer understanding/segmentation.
– Communication of community support
–Honest efforts to communicate “Canada”
– Lack of pretentiousness–Making due with less
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Creating Brand Value A BCLC lesson
• Lotto 6/49–Engage the senses - Cue.–A “virtual” BE.
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Creating Brand Value A BCLC lesson
• Weak product– Attach a desired value
to your brand.
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Tips on defining your brand
1. Decide HOW you want to be perceived and by WHOM
2. What makes YOU perceive other brands that way when you shop?
3. List qualities you/employees must display to customers to portray this
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Why people buy
• To solve a problem
• To change/maintain the way they feel
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Rodney Dangerfield -The Brand
• Built website for Rodney rodneysplace.com
• BI: The underdog, the struggle against the odds, humour despite difficult times.
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Brand Image A Rodney lesson
• Stay true to your brand essence
• Personality stimulates recognition & brand image.
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Defining Brand A P&G lesson
• Positioning Statement– “We’ll clean your clothes
better than other detergents.”
• Reason to believe1. Technical superiority2. Visual demonstration vs.
competition3. Kid’s dirt
• Brand character– Smart, caring, efficient.
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• P&G Advertising principles:– Is it a big idea?– Is it distinctive?– Is it likeable?– Is it memorable?
Maintaining Brand - A P&G lesson2
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1. Myth: Your USP is your brand.Fact:Your brand is all encompassing.
2. Myth: You must have a logo to be remembered.Fact:Customers remember you primarily by how they are treated.
Branding Myths
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3. Myth: All you need is a branding strategy.Fact:An ongoing process.
4. Myth: Marketing & Branding are one and the same.Fact:More about good leadership, ethical behavior and the commitment/ability to fulfill brand promises.
Branding Myths
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Branding Myths
5. Myth: Branding is “Marketing’s” responsibility?Fact:Branding is everyone’s responsibility from Board to junior staff.
6. Myth: No budget for branding.Fact:Your brand is only as good as the people who live it day in and out
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Delivering BE - A Tomahawk lesson
• North Shore Diner• Native artifacts• High quality
ingredients• Kids props• “Memories” online
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Brand Experience Checklist
1. Map out buyer’s contact points
2. Walk in their shoes – Gaps?3. Experience resonate with all
senses?4. Brand include staff,
stakeholders, media?
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Small Business Branding
• Smaller approach, markets - same principles!
• ID clear positioning.
• Compete on quality, image, uniqueness, service, & value.
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Tips on providing a great brand experience
1. Enlist employees on ideas for adding to BE
2. Train & communicate BE; incentives to deliver it
3. Develop ways to give value to customers, not selling.
4. Breathe brand into behind-the-scenes ops.
5. Talk to your customers even when not buying
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Maintaining Brand Experience
- A Starbucks Lesson• Brand checkbook
1. Does the activity respect the intelligence of Starbucks customers?
2. Can Starbucks expertly deliver all the promises made?
3. Will Starbucks employees be excited and motivated by the activity?
4. Will customers view the activity as being clever, original, genuine and authentic?
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Brand management - An Eaga Group lesson
• World Leader – Home Energy Efficiency
• 5 million upgrades worldwide
• Extensive Acquisitions last 2 years
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Eaga Worldwide brands
Service Excellence
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Brand SummaryRetained sub-brandsPhased out Brands Main Brands
Service Excellence
BECIguana Direct
Brand A
Brand B
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Reverse branding
Reverse branding
• Achieve positioning by repositioning the other guys
• Examples– Humungous Bank– Homeworks
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Reverse branding Homeworks
• Contractors BI very poor• Terasen & Eaga• Association for leverage,
brand values.• Challenge of brand
delivery through business cycle
• Vertical integration to attain control/standards
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Brand Model
Brand Promise
Desired Brand Identity
Brand Feelings
Current Brand Reality
Brand FactsCore Brand
Essence
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Brand Model
Brand Facts• Young
company• Unique• Specialists• One stop shop• Warranty• Financing• Eaga and
Terasen?
Brand Feelings• Trust• Competence• Enthusiasm• Caring• Friendly• Professional• Fun• Progressive
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Homeworks
Home Upgrading
Market
Home Depot,
Sears, etc
Joe Contractor
Renovations Market
Cosmetic Functional
Re-position the other guy
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Brand Promise
Homeworks will improve
the quality of your life by
upgrading the operation
of your home
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Central business Concept
What can you be best in the world at?
Making a house a better place to
live.
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Personal Branding• Promise only what you can
deliver 100%• Exceed expectations with
small gestures• Always walk in client’s shoes• Manage your Google Identity• Buy your domain name
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Personal Branding
• Identify your desired brand image
• Who can you Model?
• Apply branding principles
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Branding Generation Tomorrow
• Evolving media environment
• 1.7 channels vs. 5.4• MSP • Broadcaster generation
• Tips– Focus on narrower
audiences– Make your audience
the centre of your brand
– Stretch your brand values to the edge
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Lululemon
• lululemon.com has an entire culture section.
• Brands are a community or badge.• They are not afraid to offend, be
provocative.
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Recommended resources
• Marketingprofs.com Resource/Seminars
• Ducttapemarketing.com Small biz blog
• Netvibes.com – Blog Aggregator
• Boomag.com – Emagazine
8. C
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Borat – Brand Extension #2
Bruno
Recommended resources• Marketingprofs.com
Resource/Seminars
• Ducttapemarketing.com Small biz blog
• Netvibes.com – Blog Aggregator
• Boomag.com – Emagazine
