Michael Keller - PowerPoint PPT Presentation

Loading...

PPT – Michael Keller PowerPoint presentation | free to download - id: 150069-NWRjZ



Loading


The Adobe Flash plugin is needed to view this content

Get the plugin now

View by Category
About This Presentation
Title:

Michael Keller

Description:

Brand building extends way beyond Marketing' ... A brand teetering on the edge of irrelevance. MarkED. Conclave 06. A New Approach: ... – PowerPoint PPT presentation

Number of Views:71
Avg rating:3.0/5.0
Slides: 37
Provided by: heathers1
Learn more at: http://www.mark-ed.org
Category:

less

Write a Comment
User Comments (0)
Transcript and Presenter's Notes

Title: Michael Keller


1
Michael Keller
Chief Brand Officer American Dairy Queen
MarkED Conclave 06
2
Building A BrandBy Delivering the Promise
Through Its Consumer Touch Points
Everything Communicates!
MarkED Conclave 06
3
Brand Building 101
Brand Equity
Trust
Making the Promise
Delivering the Promise
MarkED Conclave 06
4
What Is A Touch Point?
Any Contact Point Between A Customer And A Brand
MarkED Conclave 06
5
Everything Communicates?
  • Yes, Whether We
  • Like It or Not,
  • Or Whether Customers
  • Realize it Or Not.

MarkED Conclave 06
6
(No Transcript)
7
(No Transcript)
8
(No Transcript)
9
(No Transcript)
10
(No Transcript)
11
Everything Communicates
  • Key Implication
  • Brand building extends way beyond Marketing.
    In some cases, Marketing might be one of the
    least important ways to build a brand

Or Maybe Marketing really encompasses all
company activities/functions that impact the
brand and consumer in any way
MarkED Conclave 06
12
Think Beyond
Beyond
Beyond
Product
Service
To the
Experience
a Customer Has With All of a Brands Touch Points
MarkED Conclave 06
13
Putting It All Together
Through all of a brands touch points, the
product and the consumers experience with it,
must deliver on the brand promise to ensure the
desired emotional connection is made with a
customer. Whos job is this? Each function that
owns a touch point. Who should oversee/lead
this? Brand ChampionsMarketers
MarkED Conclave 06
14
(No Transcript)
15

16
(No Transcript)
17
A Little Happy DQ History
  • A 66 year old brand with 5,500 units over 4,000
    franchisees and 2.5 billion in sales
  • Born from a remarkable epiphany/invention
  • Began franchising before franchising was born
  • Became synonymous with treats and a wholesome,
    happy America
  • Acquired by Warren Buffet in 1998
  • Today enjoys universal brand awareness
  • Most importantly, the brand elicits a strong,
    emotion-filled responsea smile and a story

MarkED Conclave 06
18
A Little Scary DQ History
  • A highly fragmented food system with low food
    awareness and credibility
  • An old, tired, diverse retail asset base
    (locations, facilities, operations)

MarkED Conclave 06
19
(No Transcript)
20
(No Transcript)
21
(No Transcript)
22
(No Transcript)
23
Flat Top
24
(No Transcript)
25
(No Transcript)
26
A Little Scary DQ History
  • A highly fragmented food system with low food
    awareness and credibility
  • An old, tired retail asset base (locations,
    facilities, operations)
  • A multi-decade period of stagnation
  • A high-level of mistrust and animosity between
    franchisee and franchisor
  • A rapidly shifting and increasingly competitive
    landscape
  • A brand teetering on the edge of irrelevance

MarkED Conclave 06
27
A New ApproachCorporate/Enterprise
  • New CEO
  • New vision and business goals including a focus
    on becoming a food player
  • New strategy-driven structure
  • New outside talent hired, internal talent
    promoted
  • New business units and department plans
  • New trust-building posture with franchisees

MarkED Conclave 06
28
DQ Brand Touch Points
Brand Experience
Product/Menu
Product Quality
Advertising
Locations
Speed of Svc.
Facility (Ext.)
Customer Svc.
Facility (Int.)
29
DQ Brand Positioning
30
A Smile and a Story
  • Everywhere we go, we always get a smile and a
    story
  • There is rare/powerful emotion for the DQ brand
  • This is the essence of who we are, its what
    makes us Something Different
  • Beyond products, advertising, store design,
    operations and customer service, this may be our
    true long term strategic advantage, but
  • only if we recognize it, nurture it and build it
    in everything we do, every day, in every store,
    with every customer

MarkED Conclave 06
31
Workin the Wheel
MarkED Conclave 06
32
A New ApproachBrand Team
  • New strategy demanded new structure which
    required new talent
  • Defined and began leveraging and executing
    against new brand identity and positioning
  • Challenged and elevated every key element of the
    Marketing Mix
  • Menu/Product Strategy
  • Calendar Strategy
  • Advertising Creative and Media Strategy
  • Promotion Strategy
  • Merchandising Strategy
  • PR Strategy
  • Restructured/Re-focused franchisee leadership

MarkED Conclave 06
33
Creative Reel Highlights
MarkED Conclave 06
34
Some Business Results
  • 25 consecutive months of comp sales growth July
    03 to July 05
  • 33 of the last 36 months of comp growth
  • Leading national QSR in 2004 in comp sales growth
    (beat McDs and SBUX)
  • Award winning advertising
  • AUVs up 25 05 v. 01
  • Ad Funds at highest levels
  • Franchisee profitability at highest levels
  • Franchisee Investment beginning to occur

MarkED Conclave 06
35
Thats The DQ Story,How Can You Teach It?
  • What is a given brands promise?
  • What are its touch points?
  • Is it delivering on its promise through all of
    them or are there plans to do so?
  • Is there functional alignment between teams that
    touch the consumer and in turn shape the brand?
  • Is the company/team structured the right way?
  • If yes, does it have the right talent in the
    structure to achieve its goals?
  • What is the brand champion doing to provide the
    leadership necessary to build and protect the
    brand through all of its touch points?

MarkED Conclave 06
36
Thank You!
MarkED Conclave 06
About PowerShow.com