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2012.presentation

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Doug Williams
Doug Williams

The document discusses the importance of building a strong brand through establishing an emotional connection with consumers. It emphasizes that brands are built by people, not logos, and takes time to develop through consistency and trust. Starbucks is used as an example of a company that prioritized employee satisfaction and culture to indirectly create a positive customer experience and brand loyalty. While logos and advertising can promote a brand, what is most critical is living up to the brand promise through interactions with customers at every level.

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Enhancing Our Brand Marketing Meeting February 24, 2011
What is this thing we call a Brand? Is it a look or logo? A name, product line or service? Is it something that provides an emotional connection and helps consumers cut through marketplace clutter? Its not an abstract concept. It is our single greatest asset.the reason why people choose us over any other product.
Branding 101 Brands are built by people..not by logos or advertising. Strong Brands arent built in a day, week or month. It takes years. Brands are about promises and trust. Strong Brands help guide executive decision-making.
Why Is Building a Brand so Important? To differentiate you from your competition. To create value. To get buy in from your entire community bottom up.
The Value of Building a Brand In the factory we make cosmetics, in the store we sell hope. -- Charles Revlon If all Coca Cola's assets were destroyed overnight , whoever owned the Coca Cola name could walk into a bank the next morning and get a loan to rebuild everything. -- Carlton Curtis VP Corporate Communications, Coca Cola
Starbucks Founded in 1971 at Seattles Pike Place Market. In 25 years, grew from 18 stores to 9,671. Known for attention to detail and its hip environment. Starbucks Chairman, Howard Schultz says hes not in the coffee business serving people. Hes in the people business serving coffee.
Is a Cup of Coffee Really Worth $5? The product that will not sell without advertising will not sell profitably with advertising. Howard Schultz
Commitment from the Bottom Up In the first 25 years, Starbucks spent less than $20 million on traditional advertising. Instead it plowed potential ad spending into employee benefits. One of the first to offer part-time employees stock options and health benefits. Why? Because the employee is crucial to the Starbucks experience.
Is a Cup of Coffee Really Worth $5? If we want to exceed the trust of our customers, then we first have to build trust with our people. A brand has to start with the culture and naturally extend to our customers. -- Howard Schultz, Starbucks Chairman
Strong Brands have an Emotional Connection The brand stands for something important to consumers. The brand is intense and vibrant and connects with people on multiple levels and senses. The brand is unique. The brand is admirable. The brand consistently interacts and never disappoints. The brand makes them feel good.
Great Brands Great brands are not viewed as commodities. Great brands deliver against a promise. Great brands create strong word of mouth. Great brands convey value systems. Great brands know how far the brand can stretch. Great brands create relationships. Great brands forge emotional connections. Great brands really know their consumers.
Great Brands Do we want to be a Great Brand?
2012.presentation
Finding Our Focus WHO ARE We?
Great Brands Stand for One Thing Maytag Freedom Volvo Thinking Differently Disney Overnight, No Excuses Nike Safety Harley Magic Apple Dependability FedEx Quality Footware
Great Brands Stand for One Thing Maytag Dependability Volvo Safety Disney Magic Nike Quality Footware Harley Freedom Apple Thinking Differently FedEx Overnight, No Excuses
2012.presentation
IM One -- the Brand Promise Simply put being Tennessee's Best is a goal for MTSU to recruit the best students, retain the best faculty, and being committed to enhancing academic quality and a student- centered environment; two pillar of our academic master plan. As President McPhee said when the campaign was officially initiated at the Fall Faculty meeting, the IM ONE campaign is designed to recognize the important role each individual plays in helping students reach their full potential.
Why did IM One work in Admissions and did not continue to resonate across campus?
Do we want to develop an Ad Campaign that may have a lifespan of 1-2 years? Or do we want to develop a Marketing Campaign that will embrace who we are and a Brand Promise that will serve the University for years & years?
2012.presentation

More Related Content

2012.presentation

  • 1. Enhancing Our Brand Marketing Meeting February 24, 2011
  • 2. What is this thing we call a Brand? Is it a look or logo? A name, product line or service? Is it something that provides an emotional connection and helps consumers cut through marketplace clutter? Its not an abstract concept. It is our single greatest asset.the reason why people choose us over any other product.
  • 3. Branding 101 Brands are built by people..not by logos or advertising. Strong Brands arent built in a day, week or month. It takes years. Brands are about promises and trust. Strong Brands help guide executive decision-making.
  • 4. Why Is Building a Brand so Important? To differentiate you from your competition. To create value. To get buy in from your entire community bottom up.
  • 5. The Value of Building a Brand In the factory we make cosmetics, in the store we sell hope. -- Charles Revlon If all Coca Cola's assets were destroyed overnight , whoever owned the Coca Cola name could walk into a bank the next morning and get a loan to rebuild everything. -- Carlton Curtis VP Corporate Communications, Coca Cola
  • 6. Starbucks Founded in 1971 at Seattles Pike Place Market. In 25 years, grew from 18 stores to 9,671. Known for attention to detail and its hip environment. Starbucks Chairman, Howard Schultz says hes not in the coffee business serving people. Hes in the people business serving coffee.
  • 7. Is a Cup of Coffee Really Worth $5? The product that will not sell without advertising will not sell profitably with advertising. Howard Schultz
  • 8. Commitment from the Bottom Up In the first 25 years, Starbucks spent less than $20 million on traditional advertising. Instead it plowed potential ad spending into employee benefits. One of the first to offer part-time employees stock options and health benefits. Why? Because the employee is crucial to the Starbucks experience.
  • 9. Is a Cup of Coffee Really Worth $5? If we want to exceed the trust of our customers, then we first have to build trust with our people. A brand has to start with the culture and naturally extend to our customers. -- Howard Schultz, Starbucks Chairman
  • 10. Strong Brands have an Emotional Connection The brand stands for something important to consumers. The brand is intense and vibrant and connects with people on multiple levels and senses. The brand is unique. The brand is admirable. The brand consistently interacts and never disappoints. The brand makes them feel good.
  • 11. Great Brands Great brands are not viewed as commodities. Great brands deliver against a promise. Great brands create strong word of mouth. Great brands convey value systems. Great brands know how far the brand can stretch. Great brands create relationships. Great brands forge emotional connections. Great brands really know their consumers.
  • 12. Great Brands Do we want to be a Great Brand?
  • 15. Great Brands Stand for One Thing Maytag Freedom Volvo Thinking Differently Disney Overnight, No Excuses Nike Safety Harley Magic Apple Dependability FedEx Quality Footware
  • 16. Great Brands Stand for One Thing Maytag Dependability Volvo Safety Disney Magic Nike Quality Footware Harley Freedom Apple Thinking Differently FedEx Overnight, No Excuses
  • 18. IM One -- the Brand Promise Simply put being Tennessee's Best is a goal for MTSU to recruit the best students, retain the best faculty, and being committed to enhancing academic quality and a student- centered environment; two pillar of our academic master plan. As President McPhee said when the campaign was officially initiated at the Fall Faculty meeting, the IM ONE campaign is designed to recognize the important role each individual plays in helping students reach their full potential.
  • 19. Why did IM One work in Admissions and did not continue to resonate across campus?
  • 20. Do we want to develop an Ad Campaign that may have a lifespan of 1-2 years? Or do we want to develop a Marketing Campaign that will embrace who we are and a Brand Promise that will serve the University for years & years?