This is an introduction to branding for people that have had little exposure before.It looks at branding basics, compares marketing to branding, and briefly looks at successful marketing tactics. It also covers the elements of a marketing plan.

1. ESSENTIALS OF BRAND BUILDING STRATEGIES, TIPS & TECHNIQUES Nick Wreden [email_address]

5. BRANDING PRINCIPLES “ A name, term, sign, symbol or design, or a combination of these that identifies the goods or services or one seller or group of sellers and differentiates them from those of competitors”. “ The sum of all the images and associations customers have concerning a company”. “ Great brands are born from people who are having fun. Their excitement is reflected in the meaning of the brand”. “ A brand is a long-term profitable bond between an offering & a customer. This relationship is based on economic, emotional and/or experiential value, backed by everyday operational excellence & consistently measured for accountability , usually by customer profitability.”

6. BRANDING PRINCIPLES Brands are based not on spending but on continuing customer relationships Only companies selling to consumers can brand Businesses selling to businesses can establish dominant brands Branding effectiveness is determined by the awards won Branding effectiveness is measured by sales, profitability & growth Only marketing experts can brand Everyone in an organization is responsible for branding ???? The more ads you see, the bigger the brand You need a big budget to brand REALITY MYTH

9. BRANDING PRINCIPLES Marketing Dept. Mass economy (1920-95) Customer economy (1996-2007) Demand economy (2008-??) Advertising, etc. “ Positioning” Market research Quality/service Process/integration Databases Immediacy Personalization Real-time enterprises Marketing dept. Organization Supply chain “ Sell what we make” “ Sell what customers buy” “ Provide customer solution” Sales Profitability Relationship depth Driver: Metrics:

10. BRANDING PRINCIPLES Product Development Targeting, Positioning Product Strategy Pricing Strategy Promotion Strategy Place Strategy Implementation, Monitoring & Control What two critical branding factors are missing? Old Branding Company-driven

12. BRANDING PRINCIPLES Strategic Branding Customer Marketing Product Ads, PR, etc. BRANDING: Planning priorities FAQ: How long does it take to establish a brand?

14. BRANDING PRINCIPLES BRANDING: Acquisition vs. retention “ The purpose of business is not to make a sale, but to _____ and _______________.” -- Peter Drucker Legendary management consultant make keep a customer

16. BRANDING PRINCIPLES Creative Good * Michigan State Business School BRANDING: Acquisition vs. retention $60 $1 quality, value, communications (help retention) $5 $1 acquisition Revenue Investment ACQUISITION VS. RETENTION

18. BRANDING PRINCIPLES BRANDING: Acquisition vs. retention

31. METRICS-DRIVEN BRANDS MAIN LESSONS: Remember this! “ The purpose of business is not to make a sale, but to _____ and _______________.” -- Peter Drucker Legendary management consultant

40. THANK YOU! QUESTIONS? Nick Wreden [email_address]