Diagnoses the Customer Relationship Lifecycle in order to increase awareness, consideration, use and

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Diagnoses the Customer Relationship
Lifecycle in order to increase awareness,
consideration, use and loyalty.
Helps ensure product success, maximizing revenue
potential at any point in the Product Lifecycle.
Assesses the Brand Lifecycle as well as
determines brand direction and builds equity.
Aligns company goals and customer needs with
organizational lifecycle for business future.
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What can a Strong Brand Do?

• Build Equity
• Brand is responsible for almost 20 of the
  overall purchase decision.
• 70 of customers are willing to pay a premium for
  their brand of choice.
• Expand Market Opportunity
• Brands with strong leverage across different
  products and categories earn 5 better than the
  industry average
• Improve Shareholder Value
• 50 of the market value of the Fortune 250 is
  tied to intangible assets, mainly brand.

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What will you gain?

• Learn a process for understanding your
  customer-driven brand
• Determine how well your organization is equipped
  to live out your brand vision
• Discover critical elements of a meaningful and
  relevant brand strategy
• 4. Discover a system for implementing and
  monitoring necessary brand advocacy changes

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Why care about brand advocacy?
Brands that are truly differentiated and
meaningful to customers are at less risk of
becoming commodities. Great brands can create a
market that never existed, opening up
significant opportunities for a company. Strong
brands can demand premium pricing and maximize
revenue potential. Brands are primary sources
of contact with customers Loyalty is driven by
brands, not products.
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Brand Quiz
You deserve a break today Plop! Plop! Fizz!
Fizz! Oh, what a relief it is!
is the place with the helpful
hardware man. We try harder Dont leave
home with out it We never stop working for
you The Real Thing Having a strong brand
identity can increase recall for years to come
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Where Do You Want Your Brand to Be?
To know where you are going You must know
where you are now
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Where is your Brand?
Growth
INNOVATION
ADAPTATION
Generic
Differentiation
COMMODITY
FRAGMENTATION
Decline

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Where is Your Brand?
Growth

• Brand Extensions
• Mergers/acquisitions
• Brand image update

• New brand in established category
• First in category

INNOVATION
ADAPTATION
Generic
Differentiation
COMMODITY
FRAGMENTATION

• Many similar products
• and services on the market
• Weak differentiation among
• brands in the same category
• Flimsy brand promise
• that is irrelevant to customers

• Out-of-date brands
• Mergers/acquisitions
• Many products under one
• brand name

Decline
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Where is your Brand?
Growth
INNOVATION
ADAPTATION
Generic
Differentiation
COMMODITY
FRAGMENTATION

Decline
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Part One Customer and Brand Assessment
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Why is the Customer Important to Your Brand?

• Customers underlying desires, motivations and
  emotional triggers are the foundation for a
  brands essence.
• Brands can only be relevant when the customers
  needs, wants and motivations are known.
• Brands that do not resonate with customers do
  not profit!

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Why are Brands Important to Customers?

• Strong Brands Can
• Simplify choices
• Reduce risks
• Offer a sense of community
• Enhance self-image
• Create trust
• Save time

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What Do People Think About Your Brand?
Projective Visionsm allows consumers to go beyond
the superficial to describe a brand Projective
Visionsm roots a brand in customers reality
by using common objects and people as
reference Projective Visionsm connects a brand
to universal emotions that can be used to
communicate with customers
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Brand Impressions
Family Multi-purpose Moderately
priced Middle-of-the-road
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How Do I Measure Brand Equity?

• What is the relationship between the customer and
  the brand?
• How many think it is a much better value than
  competitors?
• What is the impression of the brand?

New Clients
Image
Brand Equity
Value
Relationship
Retained Clients
Market Directions BEACON
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What is Driving Purchase Interest for Your Brand?

• How is the brand performing on purchase intent
  drivers?
• How does the brand compare to competitors?

Direction of Greatest Preference
Attribute 1 60
Brand A
Attribute 2 30
Brand B
Market Directions BEARING
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Part Two Brand Creation and Strategy
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How Do You Build Brand Loyal Customers?

• Strategy must be long term, rather than in it for
  the quick sale building relationships takes
  time.
• Create a brand promise that meets and exceeds
  customers expectation and be able to
  consistently deliver on that promise
• Build your brand around Emotional Selling
  Propositions (ESPs) rather than Unique Selling
  Propositions (USPs) Product features lose favor
  over time, emotions are timeless.

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What do You Want Your Brand to Convey?

• Brand Promise
• Identifies relevant brand attributes
• Identifies brand differentiators
• Conveys strong emotional appeal
• The Brand Promise Sets the Standard for What
  is Delivered to the Customer!

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What do You Want Your Brand to Convey?

• Relevant, Differentiating Emotionally Appealing

Brand Promise
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How will Your Customers IdentifyYour Brand?

• Brand Positioning
• Provides customers with a consistent brand
  identity
• Determines if a brand is corporate or brand
  driven
• Decides under what name a product/service will
  build brand equity

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How Will the Customer IdentifyYour Brand?
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How Will You LaunchYour Brand?

• Brand Platform
• Identifies target audience
• Determines the brand personality
• Sets a brand communications
• strategy

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How Will You Launch Your Brand?
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Part Three Internal Brand Assessment
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Why does InternalExternal Alignment Matter?

• According to a University of Michigan study
  conducted in 2001,
• failure to deliver on the brand promise of
  providing outstanding service
• may be costing McDonalds up to 750 million
  per year in lost business.
• Point-of-Sale is where you reach 100 of your
  audience 100 of the time
• Make sure your frontline marketers are sending
  the right message about
• your brand.
• Experts say that the worst threats to a
  companys corporate branding image
• come from within. Brands suffer most when
  there is a major disconnect
• between what is promised and what is delivered.

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Reasons for Aligning Organization Around Your
Brand

• Provides a tangible reason for employees to
  believe in a company
• Keeps employees motivated and energized
• Allows each employee to see how she or he fits
  into the grand scheme of delivering the brand
  promise to the customer
• Allows employees to see the effects of their
  efforts on the business goals
• Helps develop pride in fulfilling the brand
  promise
• Facilitates recruiting and retention
• Confirms that the customer and brand are the
  critical focal points

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Rallying Your Organization Around Your Brand

• CALIPERsm
• Addresses brand vision among key areas of an
  organization.
• Provides measurement of organizational
  perceptions of the brand image, knowledge of how
  the brand vision fits into the big picture and
  internal communication of the brand vision.
• Used to assess the need for education and
  training that will strengthen the brand vision
  internally.

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What will Strengthen the Brand Vision Internally?

• Gain employees perspectives to identify areas
  of education and coaching

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How are Employees Communicating the Brand Vision
to the Customer?

• Frontline Marketing Metersm
• Monitors the way the brand
• vision is conveyed to customers.
• Assesses the knowledge and commitment
• to the brand vision among frontline
• marketers.
• Used to uncover a need for training among
• frontline marketing staff.

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How is Frontline Marketing Assessed?
Customer Service Audits Knowledge of Brand
Vision Conveyance of Brand Image Commitment to
Brand Image
Frontline Marketer Audits Knowledge of Brand
Vision Conveyance of Brand Image Commitment to
Brand Image
Store Audits Displays Advertising Promotions
Consistency of the Brand Vision Across All
Components is Key!
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How Consistently is Your Brand Vision Internally
Communicated?

• Brand Communications Audit
• Explores internal communications across various
  touchpoints.
• Assesses brand consistency across all internal
  communication touchpoints.
• Used to identify and correct brand
  inconsistencies in communications to strengthen
  the brand within an organization.

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Part Four Brand Monitoring and Management
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Why is Continuous Measurement Important?

• Creates a logical system for assessing brand
• equity.
• Monitors breakdowns in brand strategy so
  problems
• can be fixed early, saving time and money.
• Directs next step decisions that are
  consistently in
• line with the corporate long-term brand
  strategy.

What is not measured is not managed!
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What are Common Brand Performance Metrics?

• Brand Value Perception
• Brand Share
• Shareholder Value
• Communications Impact

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