Jun 17, 2013 ... “Lovemarks are the charismatic brands that people can‟t live without.” - Kevin
Roberts, CEO, Saatchi & Saatchi ...
Audacious Brand Building Through Differentiated Storytelling Andrea Syverson President, IER Partners
June 17, 2013
IER Partners Celebrating 15+ years of IDEAS, EXECUTION & RESULTS!
Agenda Why Branding Matters Brand Ambassadors: Internal & External Strategic Storytelling The Power of Touchpoints Why Being Sticky Matters Branding Homework And, why you must, JUST DO IT!!!
Why Audacious Branding Matters
“Brands matter most when every dollar counts.” - A.G. Lafley, P&G’s CEO
“Branding is the only way to stand out in a crowded marketplace.” - Tom Peters
TIME
BRAND ENERGY PASSION DOLLARS
“Brands offer us mental shortcuts, helping us cut through the clutter of everything we buy and enabling us to communicate certain concepts quickly and easily.” - Lucas Conley, author of OBD: Obsessive Branding Disorder
With thanks for the inspiration and education to Kevin Roberts, author and creator of Lovemarks, The Future Beyond Brands and The Lovemarks Effect All book excerpts © Saatchi & Saatchi
“Lovemarks are the charismatic brands that people can‟t live without.”
- Kevin Roberts, CEO, Saatchi & Saatchi
Brand Ambassadors: External
“The customer is the boss of us all.” - Al Kalmbach, Founder Kalmbach Publishing Co
Target Audience Consumer Eyeballs or Wallets Customer Human Being
“The race will go to those who listen to customers and respond most intently.” - Tom Peters
Brand Ambassadors: Internal
Merchandising
Customer
Marketing
Creative
The Grand Brand Collaboration! © IER Partners, Inc.
BRANDABOUTTM Approach
© IER Partners, Inc.
“Nothing limits achievement like small thinking. Nothing equals possibilities like unleashed thinking.” - William Arthur Ward
BRAND INSPIRATION
Created by IER Partners, Inc.
Strategic Storytelling
“ „Tell me a story‟ still comprise four of the most powerful words in the English language.”
- Pat Conroy
How will your brand stand out in the competition?
What’s your brand experience?
What’s between the covers of your brand?
“Strategy is not about streamlining or improving present operation or organizational structure. It is not about a budget, a yearly plan, or solving a specific problem. It is a compelling story about discovering the firm‟s unrealized possibilities.” - Tony Golsby-Smith, CEO of 2nd Road
The Power of Touchpoints
“A brand is a living entity and it is enriched or undermined cumulatively over time, the product of a thousand small gestures.” - Michael Eisner, Disney
Detracts
Enhances
Brand Touchpoints
“By aligning every customer touchpoint in your organization, your brand accumulates power and your customer relationships gain depth through the coordinated effort of your entire organization.” - prophet.com © IER Partners, Inc.
“Every touchpoint becomes a potential brand-building activity and a potential point of activation.” - Ken Madden
“A great brand is a story that is never completely told.” - Scott Bedbury
“Question everything.” - G. Lichtenburg
Detracts
Enhances
Why be sticky?
SUCCESS CRITERIA *
S•U•C•C•E•S•S Simple + Unexpected + Concrete + Credible + Emotional + Stories = Sales
* According to Dan & Chip Heath, authors of Made to Stick
“Me Too”
“Our energy at Amazon comes from the desire to impress customers rather than the zeal to best competitors.” - Jeff Bezos
“Insist upon yourself. Be original.”
- Ralph Waldo Emerson
Just Do It!
CONFRONTING THE FEAR FACTOR
“There is only one thing that makes a dream impossible to achieve: the fear of failure.” - Paulo Coelho
BSITDD!
1. Beachball Team 2. Brand audit…grade yourself
3. Dare to dream 4. Customer listening strategy
5. What’s your story? And, your short short story?
6. How will you show and tell your story so it is sticky? 7. Touchpoint prioritization
The Brand Report Card by Kevin Lane Keller 1.
Delivering benefits customers truly desire (Is there a system in place for customer feedback?)
2.
Stays relevant (Investment in improvements? Marketing decisions based on these?)
3.
Pricing – consumer’s value
4.
Properly positioned
(What is the consumer’s perception of value?) (Establish comparable points of difference?)
5.
Consistent (Programs sending conflicting messages?)
6.
Portfolio + hierarchy makes sense (Seamless umbrella? Does anything take away from the core? Do the individual brands hold their niche? Overlap? Where? Upcoming products?)
7.
Full repertoire of activities (Do touch points maximize brand awareness? Integrate customer/consumer?)
8.
Managers understand brand (The beach ball)
9.
Given proper support (Stick to something vs. all over the place)
10. Monitors sources of brand equity (Brand charter? Brand audits?)
Andrea Syverson IER Partners Black Forest, CO (719) 495-2354
[email protected] Copyright 2013
