six degrees

a sensory branding agency

Brand Cascading

www.six-degrees.com

Frank R. Schab

The knowledge, perceptions and feelings associated with something that has been given an identity (e.g., a name, look & feel)

So, a brand can be a… Product Company Currency

Service Group Activity

Person Character Location

Country Building Etc.

Differentiate from competitors

Create preference for your offering

Convey quality/trust

Escape pressure to compete on price

Identify ownership

Prove authenticity

Build economic value

A price premium for branded products compared with the price of an unbranded equivalent

Future cashflows attributable to the brand alone

The premium achieved in M&A

A stock price premium due to the brand

1. Highly simplified, you identify a set of attributes to own in the hearts and minds of your target customers, making sure those attributes meet at least these 3 criteria:

2. Then, you determine the best brand name, graphical identity and key messaging for those attributes

3. And finally, you strive to consistently convey those attributes to your target customers

But, step 3 is where brands often fall short of their potential, because…

branding is not just marketing’s job…

branding is not just marketing’s job…marketing creates expectationsthat may or may not be met!

Think of it this way:

Market communications (e.g., ads, brochures, etc.) set expectations about what the experience of owning and using the brand will be like

But, if during the purchase process or ownership period the experience doesn’t match the promise, customers will be disappointed and less likely to repurchase or recommend the brand to others

“Live” the brand attributes

The best brands…

How do you “live” the brand

Recognize that your employees are your greatest asset

Educate your employees on the value of the brand and their role in that value

Train them on what the brand stands for and what it promises to customers

Brainstorm with them on what they can do in their respective areas of responsibility to bring the brand attributes/promise to life

Institutionalize that process

We have found the following 5 step process to be effective at brand cascading:

1-day interactive workshop with the brand owners/senior executives responsible for the franchise:

– Identify optimal 3-4 brand attributes, or perceptions to create around the brand, considering personality, heritage, sensory assets, functional benefits, emotional benefits and self-expressive benefits

– Determine the most compelling, differentiated and credible brand promise

Because every organization is different, a tailored cascading plan must be developed for each organization

– Identify how many cascading workshops should be done and in what order

– Determine whether cascading workshops are best conducted by functional activity, geography, business unit, etc.

– Decide whether all employees will participate

– Finalize agenda & leaders for cascading meetings

Note: in larger organizations, cascading meetings usually operate on a “train-the-trainer” principle, where the first generation of sessions leaders trains the next generation (one reason for naming this process “cascading”).

Although agenda’s differ somewhat by organization, the following is a fairly typical workshop agenda:

1. Introduction by senior executive

2. Short primer on what a brand is and isn’t

3. Value of the brand to the organization and role played by all employees

4. Perceptions and promise of our brand and what that means to customers

5. Brainstorming session on how to deliver and “live” the brand perceptions/promise at all levels of the organization

6. Collective evaluation of all generated ideas on key criteria

Review all generated ideas with management

Evaluate feasibility of ideas and prioritize

Develop roll-out plan

– Implementation schedule

– Communications plan

– Designated champions

– Assessment approach

Follow the measurement plan and report findings to management and all employees

Adjust program as necessary

Repeat some cascading sessions as necessary, but no less than every 3 years

six degrees

8040 e gelding dr

scottsdale, az 85260

480.627.9850

www.six-degrees.com

thank you