Post on 27-Jan-2015
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WEEK 1
Introduction to Marketing / Branding
Marketing Essentials
Introduction to Marketing / Branding
The essence of Marketing is
a transaction or exchange
intended to satisfy
someone’s needs and wants.
Introduction to Marketing / Branding
There are 3 elements in the Marketing process:
• Marketer
• What is being Marketed (Product or Service)
• Target Market
Introduction to Marketing / Branding
4 P’s of MarketingProduct
PricePlace
Promotion
Introduction to Marketing / Branding
4 C’s of MarketingClientsCosts
ConvenienceCommunications
Introduction to Marketing / Branding
Features Vs. Benefits
Communicate the Benefits not the Features
Introduction to Marketing / Branding
Features Vs. Benefits
Features: Tangible Characteristics of the Product/Service
Benefits: What the Product/Service does for the Customer
Introduction to Marketing / Branding
Features Vs. Benefits - Example
Lawnmower
Features: Electric Starter, Grass Catcher, Rubber Handles, Automatic Choke, Self Sharpening Blades, Rust Resistant
Benefits:
Introduction to Marketing / Branding
Features Vs. Benefits - Example
Lawnmower
Features: Electric Starter, Grass Catcher, Rubber Handles, Automatic Choke, Self Sharpening Blades, Rust Resistant
Benefits: Saves Time, Lighter and Easier to Maneuver, Saves Money, Safe, More Convenient, Eco-Friendly
Introduction to Marketing / Branding
Features Vs. Benefits - Example
Introduction to Marketing / Branding
Features Vs.
Benefits
Introduction to Marketing / Branding
Features Vs. Benefits
Your Product/Service
Features:
Benefits:
Introduction to Marketing / Branding
Value Creation & Delivery
Customer will gauge Value as Benefits Vs. Cost
Benefits = Functional + Emotional
Cost = Financial + Time + Energy
Setting your VALUE is done by understanding your Customer, the Marketplace and your Positioning
Introduction to Marketing / Branding
“The aim of Marketing is
to know and understand the Customer so well
that the Product or Service fits him/her
and sells itself.”
Introduction to Marketing / Branding
A Marketing Plan…
• Lays out the Target Markets and the Value Proposition that will be offered based on an analysis of the best Market Opportunities
• Summarizes what the Marketer has learned about the Marketplace and indicated how the firm plans to reach its Marketing Objectives.
Introduction to Marketing / Branding
Introduction to Marketing / Branding
A Marketing Plan defines…
• Key trends and target segments
• The Value required by each segment
• How the Company intends to create Value
• Marketing objectives and strategies, together
with financial consequences
Introduction to Marketing / Branding
A Marketing Plan…
Biggest Danger for Organizations:
Many prefer to sell the products they find easiest to sell to customers who offer the least line of resistance.
Introduction to Marketing / Branding
A Marketing Plan…
• Acts as a roadmap• Assists Management in controlling and monitoring of the implementation strategy• Informs new participants in the plan of their role and function• Used to obtain resources for implementation• Can stimulate thinking and make better use of resources
Introduction to Marketing / Branding
A Marketing Plan…
Answer these Questions:
• Who are our existing & potential customers?
• What are their current & future needs?
• How can we satisfy those needs?
• Can we offer a product/service the customer will value?
• How do we communicate effectively with them?
• How can we deliver a competitive product/service?
• Why should customers buy from us?
Introduction to Marketing / Branding
Branding
Introduction to Marketing / Branding
BrandingWhat is a Brand?
A brand is a person’s gut feeling about a product, service, or company.
It is a relationship forged through design and experience.
Introduction to Marketing / Branding
Branding
What is a Brand?A Brand is more than a name or logo,
more than a product or service.
Introduction to Marketing / Branding
BrandingWhat is a Brand?
It’s a perception of quality and value that is
created by all of the people who together
design, produce, market, deliver, sell,
service and represent the product or service.
Introduction to Marketing / Branding
Branding
Nike Elite Performance & Athleticism
AppleInnovation & Creativity
AmazonSelection & Convenience
Introduction to Marketing / Branding
Introduction to Marketing / Branding
Branding
“22 Immutable Laws of Marketing”
Law of Perception:
All that exists in the world of Marketing are perceptions in the mind of the customer.
It is better to be first in the mind than first in the marketplace.
Introduction to Marketing / Branding
Branding
Brand Positioning
• Brand Marketing Vs. Direct Marketing
• Learn to differentiate Product Identity from Brand Identity
Introduction to Marketing / Branding
Branding
Brand Positioning
“We’ve moved from an era where your brand and your reputation are all the things you tell people about yourself, to an era where your
brand and reputation are all things said about you after you leave the room.”
~ Paul Holmes, The Holmes Report
Introduction to Marketing / Branding
BrandingBrand Identity/Creation - Name & Logo Design
Introduction to Marketing / Branding
Branding
Brand Identity/Creation - Brainstorming Names
• Get all associated thoughts, terms & ideas on paper
• Look at brands in related spaces - what works/what doesn’t?
• Play with non-English words that translate the same meaning
• Look for interesting words in books/music/art/maps
• Cut and rearrange words
• Narrow to 2 or 3 options
Introduction to Marketing / Branding
Branding
Guidelines for Names, Slogans & Logos
• Memorable: Distinct, easy recognized, easily recalled
• Meaningful: Descriptive, persuasive
• Appealing: Fun, interesting, rich visual & verbal imagery
• Protectable: Legally, competitively
• Adaptable: Flexible, updateable
• Transferable: Within and across product categories, across
geographic and cultural boundaries
Introduction to Marketing / Branding
Branding
Brand Identity/Creation - Logos
• Find a creative professional; ask your network!
• Get several rounds of designs
• Crowdsourcing Logo Design Sites LogoTournament.com / 99Designs.com /Crowdspring.com
• Get input and feedback from objective people
• Narrow to 2 or 3 options
• Are there colors that best represent your brand?
Introduction to Marketing / Branding
Branding
Brand Identity/Creation - Logos
Which brands own these colors?
• Red
• Blue
• Green
• Brown
Brand Identity/Creation - Logos
Which brands own these colors?
• Red
• Blue
• Green
• Brown
Introduction to Marketing / Branding
Branding
Introduction to Marketing / Branding
Branding
Engaging Your EmployeesGreat brands deliver on their brand promise
largely through their employees
Introduction to Marketing / Branding
Branding
Engaging Your EmployeesBrand
Employees
Customers & Prospects / Competitors Colleagues & Shareholders / Influencers
Introduction to Marketing / Branding
Branding
Engaging Your Employees
Customers want:• A “Brand Promise” delivered • Individual treatment • Consistent experience
Introduction to Marketing / Branding
Branding
Engaging Your Employees
Employees Need to Deliver:
• Consistent and quality service
• Distinctively & “On Brand”
Introduction to Marketing / Branding
Branding
Engaging Your Employees
Employees Need to Be:
• Committed
• Brand Believers / Advocates
• Empowered (by you!)
Introduction to Marketing / Branding
Branding
Exploring Brand Extensions
• What are your Goals? > Brand Awareness,
Product Sales, Market Share, New Customers
• Be Authentic
• Timing
Introduction to Marketing / Branding
BrandingExploring Brand Extensions
Introduction to Marketing / Branding
BrandingExploring Brand Extensions
Introduction to Marketing / Branding
BrandingExploring Brand Extensions
Introduction to Marketing / Branding
Resources
Interbrand.com - Annual list of best global brands
ReBrand.com - Re-Branding case studies
AIGA.org - Deep library of brand identity work
IdentityWorks.com - Reviews of Re-Branding projects
LogoLounge.com - Designer initiated library of logos
BrandBeagle.com
BrandChannel.com
BrandsOfTheWorld.com