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Brand Strategy Final To Client

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Brand Counsel, LLC
Brand Counsel, LLC

Final deliverable to European client on brand strategy, corporate identity, positioning, key attributes, constituent analysis, final recommendations.

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Building, Evaluating, and Supporting a World-ClassBrand Identity in a Changing WorldBrand Counsel, LLCJeff A. GregoryJuly 27, 2009
Brands create value. We create Branding Brilliance?.
Why Brand to Begin With? It¡¯s No Like It¡¯s Money in the Bank or Anything¡­ Value of Global Brands as Measured by Interbrand BrandBrand Value (Billion $)Market Cap.Brand Value as% of Market CapCoca-Cola$83.8 $142.2 59%Microsoft $56.7 $271.9 21%IBM $43.8 $158.4 28%GE$33.5 $328.0 10%Ford $32.2 $57.4 58%Disney $32.3 $52.6 58%Intel $30.0 $144.1 21%McDonald¡¯s $26.2 $40.9 64%AT & T $24.2 $102.5 24% 10 Marlboro $21.0 $112.4 19%.
Why Build the (redacted)Brand?Brand building is not just advertising ¨C it¡¯s aspirational to your target audiencesBrand building involves innovation and internal creation exercisesExcellence in execution creates huge payoffsServices (products) are key to the brandThe brand is more than services ¨C emotion, self-expression, achievementConnect with customers on an emotional levelUse sub-brands to tell a story and manage perceptionsIt¡¯s the one asset with the highest net return
¡° A brand is the face of a business strategy¡± - Scott Galloway, Prophet StrategyBrand: A promise. A distinguishing name and/or symbol intended to identify goods or services of a seller. When executed correctly, a huge competitive and market advantage. Indicators of an Under-emphasis on Brand-BuildingManagers can¡¯t identify with confidence the brand associations and the strength of those associations.Knowledge of levels of brand awareness is lacking. There is no systematic, reliable, sensitive, and valid measure of customer satisfaction and loyalty. There are no indicators of the brand tied to long-term success of the business that are used to evaluate the brand¡¯s marketing effort.There is really no person in the firm who is charged with protecting and growing the brandequity. There is no long-term strategyfor the brand.
Exercise: What is (redacted)Strategy?Who is the Ideal Client?
¡°Strong brands usually move beyondproduct attributes to a brand identity based upon a brand personalityand a relationship with customers¡± David Aaker, Building Strong Brands, Prophet Brand Strategy¡® Corporate branding is an intentional, marketing-oriented communications platform across all business units, media, and audiences. It is a planned, inclusive strategy that sets standards for all divisions¡­for the cumulative benefit of the corporation. It is a declaration of ¡°who we are¡±, ¡°what we believe¡±, and ¡°why you should put your faith in our company¡±.James R. Gregory, CoreBrand
STRATEGIC BRAND ANALYSISCustomer AnalysisCompetitor AnalysisSelf-AnalysisTrends * Brand image/identity * Existing Brand Image
Motivation * Strengths, strategies * Brand heritage
Unmet Needs * Vulnerabilities * Strengths/capabilities
Segmentation * Trends, Motivations * Organizational values * The Soul of the Brand?¡ýBRAND IDENTITY(Core, Extended, Essence) - A set of associations we aspire to createBrand as ProductBrand as OrganizationBrand as PersonAs SymbolProduct Scope 1. Organization attributes 1. Personality 1. Visual
Product attributes 2. Innovation (ex. Genuine, Imagery
Quality/value 3. Consumer concern Energetic, Rugged, 2. Metaphors
Uses 4. Trustworthiness Personal) 3. Brand
Users 5. Local vs. global 2. Brand-customer Heritage
Country of Origin relationships ¡ý ¡ý VALUE PROPOSITIONCREDIBILITYFunctional benefits Supports other brands in the family
Emotional benefits
Self-expressive benefits ¡ýBRAND-CUSTOMER RELATIONSHIP ¨C speak their language ¨C Brand Resonance? ¡ýBRAND IDENTITY IMPLEMENTATION SYSTEM ¨C Brand ArchitectureBRAND POSITIONING ¡ý Execution ¡ýTRACKING ¨C Monitoring the brand position
The VCI Alignment Model Strategic Vision
Organizational Culture
Stakeholder ImagesOur Approach:Brand Personality/Organization VCI: Organizational Culture
Who is (redacted)as a Personality and an Organization? Highly Entrepreneurial

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Brand Strategy Final To Client

  • 1. Building, Evaluating, and Supporting a World-ClassBrand Identity in a Changing WorldBrand Counsel, LLCJeff A. GregoryJuly 27, 2009
  • 2. Brands create value. We create Branding Brilliance?.
  • 3. Why Brand to Begin With? It¡¯s No Like It¡¯s Money in the Bank or Anything¡­ Value of Global Brands as Measured by Interbrand BrandBrand Value (Billion $)Market Cap.Brand Value as% of Market CapCoca-Cola$83.8 $142.2 59%Microsoft $56.7 $271.9 21%IBM $43.8 $158.4 28%GE$33.5 $328.0 10%Ford $32.2 $57.4 58%Disney $32.3 $52.6 58%Intel $30.0 $144.1 21%McDonald¡¯s $26.2 $40.9 64%AT & T $24.2 $102.5 24% 10 Marlboro $21.0 $112.4 19%.
  • 4. Why Build the (redacted)Brand?Brand building is not just advertising ¨C it¡¯s aspirational to your target audiencesBrand building involves innovation and internal creation exercisesExcellence in execution creates huge payoffsServices (products) are key to the brandThe brand is more than services ¨C emotion, self-expression, achievementConnect with customers on an emotional levelUse sub-brands to tell a story and manage perceptionsIt¡¯s the one asset with the highest net return
  • 5. ¡° A brand is the face of a business strategy¡± - Scott Galloway, Prophet StrategyBrand: A promise. A distinguishing name and/or symbol intended to identify goods or services of a seller. When executed correctly, a huge competitive and market advantage. Indicators of an Under-emphasis on Brand-BuildingManagers can¡¯t identify with confidence the brand associations and the strength of those associations.Knowledge of levels of brand awareness is lacking. There is no systematic, reliable, sensitive, and valid measure of customer satisfaction and loyalty. There are no indicators of the brand tied to long-term success of the business that are used to evaluate the brand¡¯s marketing effort.There is really no person in the firm who is charged with protecting and growing the brandequity. There is no long-term strategyfor the brand.
  • 6. Exercise: What is (redacted)Strategy?Who is the Ideal Client?
  • 7. ¡°Strong brands usually move beyondproduct attributes to a brand identity based upon a brand personalityand a relationship with customers¡± David Aaker, Building Strong Brands, Prophet Brand Strategy¡® Corporate branding is an intentional, marketing-oriented communications platform across all business units, media, and audiences. It is a planned, inclusive strategy that sets standards for all divisions¡­for the cumulative benefit of the corporation. It is a declaration of ¡°who we are¡±, ¡°what we believe¡±, and ¡°why you should put your faith in our company¡±.James R. Gregory, CoreBrand
  • 8. STRATEGIC BRAND ANALYSISCustomer AnalysisCompetitor AnalysisSelf-AnalysisTrends * Brand image/identity * Existing Brand Image
  • 10. Unmet Needs * Vulnerabilities * Strengths/capabilities
  • 11. Segmentation * Trends, Motivations * Organizational values * The Soul of the Brand?¡ýBRAND IDENTITY(Core, Extended, Essence) - A set of associations we aspire to createBrand as ProductBrand as OrganizationBrand as PersonAs SymbolProduct Scope 1. Organization attributes 1. Personality 1. Visual
  • 12. Product attributes 2. Innovation (ex. Genuine, Imagery
  • 15. Users 5. Local vs. global 2. Brand-customer Heritage
  • 16. Country of Origin relationships ¡ý ¡ý VALUE PROPOSITIONCREDIBILITYFunctional benefits Supports other brands in the family
  • 18. Self-expressive benefits ¡ýBRAND-CUSTOMER RELATIONSHIP ¨C speak their language ¨C Brand Resonance? ¡ýBRAND IDENTITY IMPLEMENTATION SYSTEM ¨C Brand ArchitectureBRAND POSITIONING ¡ý Execution ¡ýTRACKING ¨C Monitoring the brand position
  • 19. The VCI Alignment Model Strategic Vision
  • 21. Stakeholder ImagesOur Approach:Brand Personality/Organization VCI: Organizational Culture
  • 22. Who is (redacted)as a Personality and an Organization? Highly Entrepreneurial
  • 23. Truly Tailored Solutions
  • 24. Extreme Client-Centric Focus
  • 26. Flexible, Adapting, Evolving Organization
  • 27. Passionate and Engaged
  • 29. Intellectually Curious ¨C always digging deeper
  • 30. Incredible Dedication to the Client
  • 31. Always Going the Extra Kilometers
  • 32. Always First-Person Observation of Focus Groups
  • 33. Daring Professionals ¨C my personal favoriteIndustry Verticals Selection and Agreement Life Sciences
  • 36. (redacted)Corporate IdentityA Global Leader in Market Research and Strategic Marketing Consulting, with a Core Competency in Life Sciences and Technology.A Truly People-Driven Organization Where Rigorous Thinking and Creativity Flow Freely.A Company Where Deep Data Dives and Deep Thinking Rule.The Four C¡¯s: Clarity of Insight Consulting Expertise Critical Analysis Game-Changing Recommendations
  • 37. VCI Alignment Factors Organizational Culture : A+++
  • 38. Stakeholder Images (based on new identity of consulting): B-
  • 39. Strategic Vision : being decided this week at partner off-site meeting (redacted)Positioning Statement¡®We are (redacted), a seasoned team of strategic marketing specialists with a broad range of capabilities. We are passionate and pragmatic in our work, and possess global reach. We focus on life science.Our expertise is grounded in top-notch market research and strategic execution. These elements, unique in the industry, fuel our market-driven, facts-based approach to complex marketing decisions.¡¯
  • 40. Key Differentiators All Focus Groups are Partner-Facilitated
  • 41. We Do Not Outsource
  • 42. We Stay Close to the Data
  • 43. We are Highly Experienced in Life Sciences
  • 44. We Understand European Regulatory and Reimbursement
  • 45. We Have a Unique Perspective on Markets
  • 46. Weare a Special Type of People
  • 47. We Take Extreme Measures to Provide Clean, Clear Data
  • 48. Our Quality Control is Second to None
  • 49. We are a Melting Pot of Global Cultures
  • 50. We Have Been on the Continent for Nine Years
  • 51. We Have Team Members with 25 years in Healthcare, both in the US and Europe (the Hugo factor)
  • 52. We are Truly Global
  • 53. We Execute Market Research Projects Anywhere in the World
  • 54. We Have a Growing Consulting Practice
  • 55. Our Clients Come Back to Us Time and Time AgainFunctional Core Competencies and DeliverablesDevelop Market Solutions
  • 56. Explore Markets
  • 57. Deliver Market Solutions
  • 58. Maintain & Control Market PositionCorporate Communications Review and Recommendations Logo needs to incorporate ¡®consulting¡¯ within the logo itself
  • 59. Website should also include the following additions:
  • 61. Better quantified results on Case Studies
  • 63. A Split Between Client-Facing Partners and Operational/HR Support (i.e. 2 pages versus one)
  • 64. Complete consistency in all corporate communications: standardized PowerPoints, better examples, identical email signatures.
  • 65. Much more thought leadership pieces. At least one a month.Customer loyaltyWould you recommend us? Net Promoter Score TMway to increase customer focus & profitability% of detractors% of promoters-=increased success with the right customersmetricsprocessesoperational systems++=Test of date 20
  • 66. Additional RecommendationsIs it time for an internal, dedicated marketing person ?Public Relations (PR) is nearly free, and we are not taking advantage of it at all: awards, nominations (E & Y), new client wins.Google Adwords Budget?Higher Grade Corporate CollateralJournal Article Publishing ¨C more!

Editor's Notes

  • #3: Launch www.wavewatchgroup.com
  • #4: This is 2007. Launch Interbrand Best Global Brands 2008 www.interbrand.com. 2009 out in 53 days.
  • #5: Who we are is what we do
  • #8: 4 fades
  • #9: People Buy From People, and People are our greatest asset ever. Credibility: Trustworthiness and Expertise. Synovate is a very emotional brand experience. Launch synovate.com They are telling a story.
  • #10: Reputation Institute : Taking Brand Initiative
  • #12: THIS IS HIGHLY UNUSUAL IN ANY INDUSTRY< MUCH LESS YOURS. Versus T for G? Please
  • #13: Financial Services is not a core competency of suAzio as a company. ING does not count. Just because GE always sells financing with a huge project does not also make us experts. We are not there yet, and we have no credibility.LAUNCH BRAND COUNSEL BRAND PORTFOLIO FOR OUR OWN STORY.
  • #14: Also: Financial Partners, Banks, Venture Capitalists, Takeover Targets, Potential Partnerships or Joint Ventures, Professional Associations and Journals, Trade Press, PR channels, Vendors and Solution Providers, Speaking Engagements¡­
  • #15: Antwerp Belgium as the capital of the world for diamond cutting as an analogy of our extreme rigor, sharp thinking, learning before cutting, and bringing out the brilliance of your brand.
  • #16: Stakeholders: internal employees, partners and consultants, advisory board. Not reviewed: clients, prospects, won and lost business.