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"What makes you different?" This is a world where you and your competitors are largely selling products with sim...
Gary Bembridge
What makes you different?
 
 
“ You don't run with the crowd You go your own way” Backstreet Boys: “What makes you different” 2000
What do I believe?
 
 
 
 
 
 
Drives distinctive product experience
As we believe that life is too short to settle for second best, but not so short you have to miss breakfast we have launch...
Drives distinctive communication experience
Drives distinctive shopper experience
Drives passion within your consumers
 
“ it’s no longer just enough for people to believe that your product does what it says on the label. They want to believe ...
People will never forget how you made them feel” “ People will forget what you said. People will forget what you did, but ...
 
 
Steve Jobs: What Apple Believes
Einstein Bob Dylan Martin Luther King Richard Branson John Lennon Ali Ted Turner Amelia Earhart Ghandi Hitchcock Jim Henso...
Distinctive Product  Distinctive Communication  Distinctive Shopper
 
 
Johnson & Johnson Beauty Care 1991 1993 1994 1999 2004 2006 30x 3x 4x 6x
 
From …  To….
Drives passion within your consumers
Dove: aspiration response
Dove: product response
Dove UK (£millions @ Retail selling price) £67 million £150 million 17.4% CAGR
Brand belief creates passion Passion drives uniqueness Uniqueness makes you different
Staying relevant?
 
What makes you different?
What do I believe? X Backstreet Boys
Backstreet Boys: “What makes you different” 2000 “ You don't run with the crowd. You go your own way Got your own kind of ...
garybembridge.com
Thank You
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Brand Building: What makes you brand different? How having a brand belief can drive brand competitiveness

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Brand Building: How having a brand belief can drive brand competitiveness. This is a talk I gave to Richmond Events Marketing Forum called: What makes you different. For more visit my site at http://www.garybembridge.com

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Brand Building: What makes you brand different? How having a brand belief can drive brand competitiveness

  1. 1. "What makes you different?" This is a world where you and your competitors are largely selling products with similar benefits and features. This is a world where the fragmentation of media makes it tougher to get your message to your consumers. This is a world where brand owners find their trade customers are not only their access to consumers - but increasingly their biggest competitors. This is a world where you need to think about how you you can ensure that you are building a long term competitive advantage based on a unique, different but relevant and compelling offer to your consumers.  In order to do this, what few key things should you be doing to make you different enough to  generate value and long term growth in today's competitive global marketplace?"
  2. 2. Gary Bembridge
  3. 3. What makes you different?
  4. 6. “ You don't run with the crowd You go your own way” Backstreet Boys: “What makes you different” 2000
  5. 7. What do I believe?
  6. 14. Drives distinctive product experience
  7. 15. As we believe that life is too short to settle for second best, but not so short you have to miss breakfast we have launched our 2 delicious chunky slices. These are handy ‘on the go’ versions of our cereals that have a high content of fruit, nuts and seeds held together naturally and they taste delicious. At Dorset Cereals we believe a healthy lifestyle isn’t just about what you eat. It’s also about enjoying the simple things in life. The moments that take you out of the daily routine, like the sound of a breeze stirring the tree tops, a game of beach rounders or the taste of the figs & grapes in these Naturally Light Flakes.
  8. 16. Drives distinctive communication experience
  9. 17. Drives distinctive shopper experience
  10. 18. Drives passion within your consumers
  11. 20. “ it’s no longer just enough for people to believe that your product does what it says on the label. They want to believe in you and what you do” “ We humans want to believe in our own species.. And we want people, companies and products in our lives that make it easier to do so. That is human nature” Hugh MacLeod. Gapingvoid.com
  12. 21. People will never forget how you made them feel” “ People will forget what you said. People will forget what you did, but Anna Farmery. TheEngagingBrand.com
  13. 24. Steve Jobs: What Apple Believes
  14. 25. Einstein Bob Dylan Martin Luther King Richard Branson John Lennon Ali Ted Turner Amelia Earhart Ghandi Hitchcock Jim Henson Dali Picasso A young child..
  15. 26. Distinctive Product Distinctive Communication Distinctive Shopper
  16. 29. Johnson & Johnson Beauty Care 1991 1993 1994 1999 2004 2006 30x 3x 4x 6x
  17. 31. From … To….
  18. 32. Drives passion within your consumers
  19. 33. Dove: aspiration response
  20. 34. Dove: product response
  21. 35. Dove UK (£millions @ Retail selling price) £67 million £150 million 17.4% CAGR
  22. 36. Brand belief creates passion Passion drives uniqueness Uniqueness makes you different
  23. 37. Staying relevant?
  24. 39. What makes you different?
  25. 40. What do I believe? X Backstreet Boys
  26. 41. Backstreet Boys: “What makes you different” 2000 “ You don't run with the crowd. You go your own way Got your own kind of style. That sets you apart” “ What's there inside you, shines through to me You got something so real. You touched me so deep” “ What makes you different, Makes you beautiful to me”
  27. 42. garybembridge.com
  28. 43. Thank You

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