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Top-of-Mind Branding | Developing a Winning Brand Strategy

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Chris Houchens
Chris Houchens

Marketing speaker Chris Houchens talks about what branding really is and how to get brands top of mind for consumers.

News & PoliticsTechnologyBusiness
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Top-of-Mind Branding Developing a Winning Brand Strategy Chris Houchens ShotgunConcepts.com twitter.com/shotgunconcepts
Conditional Response (Pavlov’s Dog)
Branding is a Conditional Response
But… Don’t get caught in the logo trap .
 
Kentucky (as defined by the other 49 states)
Brands are created by the consumer, not the marketer! Logo ≠ Brand
What is a Brand? ,[object Object],[object Object],[object Object],[object Object],You have a brand even if you don’t have a brand strategy .
BRAND Any organization’s most valuable asset.
 
Successful branding makes other aspects of marketing easier and more cost-effective.
Word-of-Mouth
80 / 20
Perception IS reality.
Which one will my wife eat at?
Three steps to a zeitgeist brand ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
“Tastes like Chicken” is NOT a compliment
Marketing – Ad Messages Ad/PR messages as conversations not announcements.
Big Idea behind branding (and all marketing) Tactics Strategy Philosophy
Brand Strategy should influence EVERY marketing (and business) decision.
 
Zappos.com
Key points for a long term brand ,[object Object],[object Object],[object Object],[object Object],[object Object]
Branding Success Microwave vs. Slow Cooker
www.BrandZeitgeist.com www.ChrisHouchens.com twitter.com/shotgunconcepts Find these slides at www.slideshare.net/shotgunconcepts

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Top-of-Mind Branding | Developing a Winning Brand Strategy

Editor's Notes

  1. State was spending $2.5 million annually for separate & overlapping ad agencies and marketing campaigns Governor proposed an unified state brand Goal: Provide an unified message for tourism & economic development Citizens voted for logo at welcome centers & online
  2. Voice overs no longer have the “voice of God” announcer I.e. don pardo, johnny, ed macmahon Jeff Bridges for Duracell Richard Dreyfuss for Honda Gene Hackman – Lowes and Oppenhimer Funds consumers aren't eager to be ordered around by a stern baritone. Rather than obeying an authoritative voice, they look to the voice of a friend for guidance