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Houston Baptist University Student Marketing Presentation 0409
- 2. Introductions Jonathan Fisher – Chief Executive Officer, Brand Strategist Bo Bothe – President, Chief Creative Officer We are a brand strategy and development firm. Our firm is driven by strategists, communications professionals, designers, writers, interactive analysts, web developers and relationship managers. We employ 23 people in Houston and one representative in Dallas. ©2009 BrandExtract, LLC
- 3. Main Entrance best deals lowest prices
- 4. Our areas of practice 5% 50% Professional Services 5% Energy Retail 10% Technology Institutional 10% Finance 20% ©2008 BrandExtract, LLC
- 5. Building a Mission-Based Brand? BE Valuable – Track Perceptions ©2008 BrandExtract, LLC
- 6. Building the Brand In the book “Building the Brand Driven Business” Davis and Dunn offer six reasons to encourage customer loyalty. 1. they stop considering other brands 2. They request your brand by name 3. They recommend your brand to others 4. They wait longer and travel farther to get your brand 5. They accept brand extensions more readily 6. They continue to pay premium price ©2008 BrandExtract, LLC
- 7. What is Branding? The Goal “To delight MORE customers so that MORE people buy MORE things for MORE years at HIGHER prices.” ©2009 BrandExtract, LLC
- 8. What is a brand? Some definitions The sum total of all the mental associations – good and bad – that are triggered by a name. CEO of Wizard Academy – Roy H. Williams A brand is a person’s gut feeling about a product, service or company. From Zag by Marty Newmeier ©2009 BrandExtract, LLC
- 9. HARD-- WIRED
- 10. In 2004…Neuroscience confirmed what we had suspected all along: If you like Coke over Pepsi, it’s all in your head. Read Montague, a neuroscientist at Baylor College of Medicine, cooked up an experiment to keep his teenage daughter occupied as she helped out in his lab that summer. Montague wired up a group of volunteers and re-created the Pepsi challenge while monitoring their brain activity on an MRI. The results were astonishing. In blind taste tests, subjects’ brains indicated a clear preference for Pepsi. But when they were told which of the samples was which, their brains switched brands. “The brand image of Coke in the nervous systems of the people we tested engaged systems in charge of cognitive control and commandeered their behavior,” In short, the power of the Coke brand was enough to override an objective preference. Think about the 40,000 sku’s in a grocery store - 85% of the sales come through 150 skus.
- 11. Today’s competition People are bombarded with up to 3,000 marketing messages per day, up from 1,500 in 1965. But, we still only have the ability to process less than 100 of those messages each day. Today’s competition = Clutter & Time ©2009 BrandExtract, LLC
- 12. Visual – 55% Vocal – 38% Verbal – 7%
- 13. BrandExtract° The brand process ©2009 BrandExtract, LLC
- 14. The 360° brand experience – Message Differentiation Engagement – Targeted Communications Experience – Superior Operations Patient – Knowledge Sharing – Organizational Development Extended Execution – Industry Expertise Experience Experience – Ongoing Information Gathering – Customer Experience ©2009 BrandExtract, LLC
- 15. Your ability to deliver is critical
- 16. Basic steps to building a brand position Define products and services Define what the impressions you want to achieve Define your competencies Define your values Define your target markets Define your strategy for building your brand Define your tactics for building your brand ©2009 BrandExtract, LLC
- 17. Our clients ©2009 BrandExtract, LLC
- 18. Uson For good measure ©2009 BrandExtract, LLC
- 20. Uson For good measure Effectiveness For Good Measure Assurance Analysis Reliability Global Industry Operational Customer Expertise Excellence Support Engineering Expertise ©2009 BrandExtract, LLC
- 21. Uson For good measure For project managers seeking to increase testing effectiveness, Uson offers assurance against defects through enhanced data reporting and reliable testers. Tagline: “For good measure” ©2009 BrandExtract, LLC
- 23. Stripes Convenience Stores When It Hits Ya ©2008 BrandExtract, LLC
- 24. Stripes Convenience Stores When It Hits Ya ©2008 BrandExtract, LLC
- 25. Stripes Convenience Stores When It Hits Ya ©2008 BrandExtract, LLC
- 26. Lone Star Medical Making surgery simpler ©2009 BrandExtract, LLC
- 27. Lone Star Medical Making surgery simpler Better Patient Care Better Surgical System A System of Operating Reliability Simplicity Dedicated Operational Quality People Excellence Products Engineering Expertise ©2009 BrandExtract, LLC
- 28. Lone Star Medical Making surgery simpler We simplify the management of surgery by providing a reliable system that improves patient care and operating room efficiency. Tagline: “Making Surgery Simpler” ©2009 BrandExtract, LLC
- 31. Varel International Behind the bit brand program ©2009 BrandExtract, LLC
- 32. Total Safety Opportunity Never Ends (ONE) customer program ©2009 BrandExtract, LLC
- 33. Fulbright & Jaworski Litigation trends campaign ©2009 BrandExtract, LLC
- 34. Chevron Lubricants Reliability reseller program ©2009 BrandExtract, LLC
- 35. Chevron Lubricants Heavy Iron sales lead program ©2009 BrandExtract, LLC
- 36. RigNet Always connected brand program ©2009 BrandExtract, LLC
- 37. Newfield Exploration Today at Newfield I... recruiting program ©2009 BrandExtract, LLC
- 38. Transocean The face of Transocean HR program ©2009 BrandExtract, LLC
- 39. CCIM Meet the agent campaign ©2009 BrandExtract, LLC
- 40. BrandExtract 713.942.7959 Thank you! www.brandextract.com 7026 Old Katy Rd., Ste. 210 Houston, Texas 77024 For more about our work and culture: http://www.brandextract.com http://brandextract.blogspot.com BrandExtract, LLC 713.942.7959 ©2009 BrandExtract, LLC