Consumer Software Brand Management by Erin Hintz at SVPMA Monthly Event November 2006

1. Consumer Software
Brand Management
Erin Hintz
VP, Global Consumer Marketing
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2. What is Branding?
“An orange is an orange…is an orange.
Unless…that orange happens to be
Sunkist, a name 80 percent of consumers
know and trust”
Russell Hamlin, CEO, Sunkist Growers
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3. What is a Brand?
A brand is more than what it appears to be
It’s more than a name
It’s more than logo
It’s more than the product
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4. Brand – A Key Differentiator
“I don’t know who you are.
I don’t know your company.
I don’t know your company’s products.
I don’t know what your company stands for.
I don’t know your company’s customers.
I don’t know your company’s reputation.
Now—What was it you wanted to sell me?”
McGraw Hill Magazine Ad
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5. Building a Brand
Name
Imagery Pricing
Product
Features
Quality
Corporate Customer
Culture & Touchpoints
Values
Emotional
Benefits
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6. Role of Marketing in Branding
Customer segmentation
Positioning and pricing
Messaging and naming
Packaging
Imagery and communications
Marketing is the steward of the brand.
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7. Customer Segmentation
Indifferent Mature
to Security & Secure
Digital
Wired
Families
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8. Why is Positioning Important
in Branding
Focuses meaning and relevance of the brand in the
minds of the target market
BMW means ultimate driving machine for
performance-oriented drivers
W Hotels mean hip comfort for trend-oriented
business and leisure travelers
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9. Importance of Lifecycle Messaging
Awareness
Repurchase Consideration
Customer
Maintenance/ Purchase
Updates
Usage
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10. Customer-centric Packaging
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11. Brand Imagery & Communication
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12. Interacting with the Brand
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13. Norton Brand Promise
Norton gives you the
freedom to work and play
in the connected world—
On your own terms
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15. Brand—Extend or Not?
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16. A Tale of Two Brands
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17. Brand Extension Failures
Bic perfumes
Harley Davidson
wine coolers
Levi's tailored
classics suits
Domino's fruit-flavored bubble gum
Microsoft security software
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18. Leadership & Brand—
Customer Loyalty
50
43.9
39.51
% 40
35.56
33.04
30
Net Promoter Scores by Company—Highest to Lowest
Source: Net Promoter® Industry Report 2006 Consumer Software—May 2006 report
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19. Product Management Role
in Branding
Product
Features
Quality
Differentiation
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20. Summary
Successful branding starts with the product
Marketing—Stewards of the brand
Brand promise must scale to business aspirations
Huge benefits for doing it right!
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21. Thank you
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