1. 1
BRANDING
A branding program should be
designed to differentiate your product
from all the other cattle on the range.
(even if all the other cattle look pretty much alike)
08/30/13 jgillis767@aol.com
5. 5
Publicity
The birth of a brand is achieved with
publicity, not advertising.
(be the first in something)
08/30/13 jgillis767@aol.com
6. 6
•The leading beer
•The leading light beer
•The leading imported beer
•The leading microbrew
•The leading ice beer
•The leading high-priced beer
•The leading Mexican beer
•The leading German beer
•The leading Canadian beer
•The leading Japanese beer
08/30/13 jgillis767@aol.com
8. 8
Word
A brand should strive to own a word in
the mind of the customer.
(Hertz, exactly)
08/30/13 jgillis767@aol.com
9. 9
Credentials
The collateral you put up to guarantee
the performance of your brand.
(It’s the real thing.)
08/30/13 jgillis767@aol.com
10. 10
Quality
There is almost no correlation between
success in the marketplace and
success in comparative testing of
brands.
(taste tests, accuracy tests, reliability tests, third-party tests, etc.)
08/30/13 jgillis767@aol.com
11. 11
New Coke…………....
Original Coca-Cola….
No difference…………
55%
19%
29%
New Coke…………....
Original Coca-Cola….
No difference…………
13%
59%
28%
blind taste test
“see the brand”
taste test
08/30/13 jgillis767@aol.com
12. 12
Category
Customers don’t really care about new
brands, they care about new
categories.
(preempt a new category)
08/30/13 jgillis767@aol.com
13. 13
TAKE OUT PIZZA
“Pizza! Pizza!”
(cheaper, two for one)
DELIVERED PIZZA
“30 minute arrival”
(and tip the driver)
Little Caesars
Domino’s
08/30/13 jgillis767@aol.com
14. 14
Name
In the long run a brand is nothing more
than a name.
(Xerox)
08/30/13 jgillis767@aol.com
15. 15
Xerox
In 1959, the 53 year old Haloid Company
introduced the first plain paper copier
as the “XeroX 914.”
(from xerography, coined from the Greek words for “dry” and “writing”)
08/30/13 jgillis767@aol.com
16. 16
Company
A company is a company as long as
the name is not being used as a brand.
A brand is a brand. There is a
difference.
(Microsoft Word)
08/30/13 jgillis767@aol.com
17. 17
Company
That being said, unless there are
compelling reasons to do otherwise,
the best branding strategy is to use the
company name as the brand.
(Coca-Cola)
08/30/13 jgillis767@aol.com