New Opportunities in Branding

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WHO IS THIS BRUCE ATHERLEY GUY AND WHY IS HERE ANYWAY??

• NO experience in cotton

• NO experience in agriculture

• NO experience in textiles

• NO experience with apparel

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EXPERIENCE

30+ YEARS in sales, marketing and general management around the globe, working to build brands and grow volume and sales

*Demand Creation via branding and

Innovation

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SINCE OCTOBER 1, 2015

Executive Director, Cotton Council International

Demand Creation

Executive Director, Cotton Council International

Responsible for the promotion of exports of US cotton and cotton products

New (and old) Opportunities in Branding and brand Positioning

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1. Building your brand 2. Evolving your brand

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What is a brand?

A brand is not...

• A logo • A tagline • A product package • An ad • A spokesperson

A brand is a promise: “A brand promise is the statement you make to consumers that identifies what they should expect for all interactions with your people, products, services and company.” -Jean Wilcox

Coca-Cola’s promise: To inspire moments of optimism and uplift.

10 Source: facebook.com/CocaColaUnitedStates

The promise is the lens that is applied across all brand behavior.

11 Sources: facebook.com/CocaColaUnitedStates, ispot.tv, www.instagram.com/cocacola/, us.coca-cola.com

Building a great brand means getting your brand promise and your positioning right.

A positioning is an expression of the brand promise.

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“To succeed in our over communicated society, a company must create a position in the prospect’s mind, a position that takes into consideration not only a company’s own strengths and weaknesses, but those of its competitors as well.” -Positioning, The Battle for Your Mind

The best brand positioning’s have both a functional and emotional component to them that provides:

• Differentiation from the competition

• Motivation to the target audience

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Just do it

Innovation that fits my lifestyle

I am an athlete:

Inspires & motivates to get out there, push harder, be my best

Shoes & gear

for every kind of exercise/sport

Quality, customizable

products that fit my style

Benefit Ladder: Nike

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Decisions are made based on emotions, and we use reason to support our emotional decisions.

Some examples of brand positioning’s that work.

Ocean Spray

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“To provide families with wholesome, great-tasting products.”

Tag Line: “Grower owned since 1930.” Sources: Ocean Spray Facebook, US Site

Harley Davidson

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“The only motorcycle manufacturer that fulfills dreams of personal freedom.”

Tag Line: “Live your legend.” Sources: Harley Davidson US Site, Facebook, Print Ad

Grainger

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“Dedicated to the hard-working people who keep facilities running and workers working day and night. Grainger’s got your back.”

Tag Line: “For the ones who get it done.”

2016 Trade Show Video

Target

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Positioning: The preferred one-stop shop that makes shopping for all of life’s essentials convenient, affordable, unique, and fun with innovative and stylish offerings.

Tag Line: “Expect More. Pay Less.”

Cartwheel Rewards App High-End Designer Collaborations Style-Driven Advertising for Everyday Products

GE: Globally, the brand is positioned around innovation with tagline, “imagination at work"

21 Sources: http://www.ge.com/; http://www.ge.com/in/alway s-open

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Going from Global to Local

Coke in India: A great positioning enables you to localize the brand promise to different targets

23 Source: Coca-Cola India site

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“Imagination at work” in India

• Visually and culturally relevant adaptation of the positioning for Indian market

Visuals: Top Ad, U.S.; Bottom Ad: India Sources: http://www.ge.com/; http://www.ge.com/in/alway s-open

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Special K: 2 Week Challenge

• Adapted popular campaign to the Indian market by tweaking motivational message from personal to external.

Sources: Unknown

The importance of brand positioning A brand that understands itself well is better poised for action, innovation and growth. Everything you do should be consistent with your brand positioning in order to ensure authenticity and consistency.

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What happens when you don’t live your brand consistently and break your brand promise?

28 Sources: HuffingtonPost.com, GoldmanSachs.com, Cbsnews.com

29 Source: Bloomberg.com

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TRUST

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1. Building your brand 2. Evolving your brand

The only thing constant is change

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Evolving your brand • The only thing worse than breaking your brand promise is

that you stop evolving your brand. • You must innovate or die.

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Product Innovation

34 Source: Apple.com

Process Innovation

35 Source: Amazon.com

Communications Innovation

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Push yourself and your brand: where else can you innovate and change the game?

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Challenges for Brands Today

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Speed HyperTargeting Maintaining Relevance

Speed

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HyperTargeting

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Maintaining Relevance

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Innovate, Innovate, Innovate

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THANK YOU for your support

of Cotton Council International And for listening to me today