BEE 4 BRANDS LLC

Building an unmistakable brand is probably the most effective

strategic business tool since the spreadsheet.

WHY BRANDING MAKES BUSINESS

SENSE

Building an unmistakable brand has become a matter of

relevance in an increasingly saturated market place.

Using B4B’s Brand Genome Process is probably the most

effective tool to build an unmistakable brand

BRANDING MAKES BUSINESS SENSE

Why branding makes business sense.

http://www.youtube.com/watch?v=o7nyj9YMeZE

WHY BRANDING MAKES BUSINESS

SENSE

In today’s global market, people have too many choices and

too little time to make decisions. From a customer’s point of

view, most offerings seem pretty similar in quality and

features in their respective categories. Consequently people

tend to base their buying decisions either on price (bad 4

profits!) or on perception, trust and familiarity.

WHY BRANDING MAKES BUSINESS

SENSE

Just think about it – there are literally thousands of

computers in the market. How do customers decide which one

to buy?

BRANDING MAKES BUSINESS SENSE

There’s the price of course, but even in a particular price

category, they will find countless brands to choose from.

BRANDING MAKES BUSINESS SENSE

This is where your brand’s image makes all the dif ference,

because a great brand builds trust and desirability. Creating

desirability by finding the brand’s UBP (Unique Brand

Proposition) and building trust by meeting and surpassing

customer expectations every time.

BRANDING MAKES BUSINESS SENSE

A great brand allows to ask for a premium price, to expect

greater loyalty, to become the customer’s preferred choice,

trigger repeated purchases more frequently and allow you to

sustain and expand your brand market position over a longer

period of time.

BRANDING MAKES BUSINESS SENSE

In a multi-channel, over-crowded market place, building a

great brand is probably the most effective strategic business

tool since the spreadsheet.

Let’s start by clarifying what your brand is not:

It’s not a logo.

It’s not an identity.

It’s not a product.

WHAT IS A BRAND ANYWAY?

So what is it?

WHAT IS A BRAND ANYWAY?

So what is it?

A brand is a person’s perception of a product, service or

business.

It’s his/her gut feeling about your business, your product or

service. People are emotional, intuitive beings. They are not

simply looking to purchase some thing, they are looking for

confirmation of their way of l ife.

WHAT IS A BRAND ANYWAY?

Brands are not defined by businesses, markets or the so-

called “public”, they are defined by a summary of individual

perceptions and opinions.

WHAT’S A BRAND ANYWAY?

It’s not what YOU say you are

it ’s what THEY feel you are!

WHAT’S A BRAND ANYWAY?

Meet Robert J. Bee

WHY CHOOSE B4B?

Meet Robert J. Bee

As a consultant, I help clients discover the true power of

brands. How to create communication strategies that build

sustainable market share and create engaging, compelling

brand experiences with consumers.

WHY CHOOSE B4B?

Meet Robert J. Bee

In the past 20 years I have worked in the US and Europe for

national and international brands, from start-ups to Fortune

500 companies, refining, developing and implementing

creative brand communication strategies and generating

award-winning campaigns that proved to be highly successful

in the market place.

WHY CHOOSE B4B?

I 'm passionate and smart about brand building, helping my

clients to discover their true brand values and demonstrating

that today’s brands are built on emotional & lifestyle

connection, a commodity that is desired and enjoyed by its

user and not just bought on price.

WHY CHOOSE B4B?

Success in the market is built on a business’ ability to create

passion, interest and desire in those they wish to do business

with.

Purchase decisions spring from emotional judgments. My

talent and skills allow me to find the keys that unlock those

connections.

WHY CHOOSE B4B?

WHY CHOOSE B4B?

My clients deserve outstanding creative work and ideas, but

they also receive assistance in mapping and planning their

brand & marketing strategy, new products and market

analysis.

WHY CHOOSE B4B?

The Brand Genome Process™

WHAT DO WE OFFER THAT OTHERS

CAN’T?

This unique and result-driven 3-phase process systematically

and intuitively leads to the definition of the Unique Brand

Proposition (UBP). The UBP is the foundation for developing

outstanding and compelling brand communication measures

designed to ensure increased brand value and long-term

market share.

THE BRAND GENOME PROCESS

Phase I

Assessment

The first phase of the brand genome process starts with a

brand assessment. It requires the client to meet with the B4B

team for an intensive Q&A session.

The questions are customized to the brand and its specific

category and are structured according to the brand’s 4 genes:

THE BRAND GENOME PROCESS

The Category Gene

Defines socio-cultural environment, trends and developments

and brand drivers)

Target audience

Category competition

Compares positioning claims

Analyses category structure and customer needs

THE BRAND GENOME PROCESS

The Identity Gene

Analyses competitive range

Determines BRAND believes

Evaluates dif ferentiating positioning claims

Examines all facets of brand history - who you are and what

makes you matter

THE BRAND GENOME PROCESS

The Performance Gene

Analyses performance profile

Evaluates performance claims

Determines factual market positioning

Defines performance rationale in relation to brand claim

THE BRAND GENOME PROCESS

The Emotional Gene

Explores Vision, Purpose and Desirability of the brand to

connect and engage the target audience and potential

prospects.

Builds an emotional connection with your customers and

prospects.

THE BRAND GENOME PROCESS

The involvement of all company stakeholders that influence

and/or determine the brand’s image is paramount to the

outcome. The participants are asked to respond to

predetermined questions, expressing their personal opinions/

perceptions in writing.

Ideally the number of participants should be limited to 10 –

12.

The moderator should spend approx 1hr discussing the

dif ferent aspects of each box. The entire process should not

extend 4-5 hrs.

THE BRAND GENOME PROCESS

Phase II

The SECOND Phase involves analyzing and evaluating the

contents of the assessment session by the B4B. This enables

the experts to determine the vitality of the brand.

The vitality prospects summarize and highlight aspects of the

brand that promises the most dif ferentiation potential. It also

creates the strategic foundation for the Brand Pyramid™.

THE BRAND GENOME PROCESS

The Brand Pyramid

The Brand Pyramid is a unique strategic compression tool. It

summarizes the 6 brand factors that determine the UBP - the

Unique Brand Proposition as shown in the next slide:

THE BRAND GENOME PROCESS

THE BRAND GENOME PROCESS

Phase III

In the third and final phase the B4B team uses the UBP as the

creative platform for designing brand communication material

based on the findings and insight of the entire brand genome

process. This method has been applied successfully to over

140 European and US brands.

It’s the reason why B4B can promise with the greatest

confidence that our unique Brand Genome Process leads to

sustainable Brand equity and compelling brand

communication measures.

THE BRAND GENOME PROCESS

Consider a 3-month time frame for the entire BRAND

VERIFICATION Process, including the Unique Brand Positioning

and the design of Brand Communication samples.

TIME INVESTMENT:

- Brand Assessment Preparation

End of 1.Week

- Brand Assessment Session

2nd week

- Analysis of assessment results

3 rd to 6 th week

- Presentation of BRAND VERIFICATION BOXES. 6 th week

Development/design of brand

communication samples

7 th – 11 th week

Presentation of creative communication samples

12th week

TIME INVESTMENT

The completion of the Brand Genome Process™ delivers a

unique brand proposition. The UBS is the foundation for the

design of compelling brand communication measure that

ensure sustainable brand value and competitive market share.

TIME INVESTMENT

B4B offers 3 B4B (Bang4Buck) packages:

Basic:

Assessment, UBP (based on existing data and assumptions).

$ 3,000 - $ 5,000

Better:

Assessment. UBP (based on updated independent data analysis)

$8,000 – $12,000

Best:

Assessment, UBP (updated data), Brand communication measures (website, digital - & social media, TV, radio, print)

$ 20,000 – $50,000

Options are based on time, project size, expert support and research options to determine costs.

FINANCIAL INVESTMENT

Depending on the budget and complexity of each project B4B

calls on a number of international experts to support the

Brand Genome Process.

BRAINS 4 BRANDS

In the US:

Troy Turner, President/Creative Director of V2Works – Brandgineering by Design. V2Works is a topnotch brand design agency in Seattle that excels in turning brand strategy and posit ioning into compell ing and engaging brand communication measures. troy@v2works.com

Mark Lesselroth , Owner of BBD an international business development consultancy special iz ing in business synergy, bringing businesses together that can mutually benefit from one another, par t icularly in the area of sustainabi l i ty. www.brennerbd.com

J im Cossetta, CEO and Co-Founder of 4What Interactive , one of the top digital marketing fi rms in the US. To learn more about Jim and 4What, please check out: www.4What.com

Marc Stress, CEO and Creative Director of Stressdesign providing design direction and leadership to our cl ients and design team. marc@stressdesign.com

BRAINS 4 BRANDS

Europe:

Guenter Kaefer is an internationally recognized branding co-creator of the Brand Genome Process. To read more about Kaefer’s “Brand Genome Process” go to www.kaefermarkengenom.de.

Ralf Weber, President at m/e brand communications. The agency focuses on international markets and arenas in B2B brand communication. www.me-dus.com

Kurt Roenspeck & Frank Of fermanns

Award winning creative team with extensive international experience. They are par t of the “What” -process. What do we say and what does it look l ike. They help design the creative communication messaging tools based on the results of the brand genome process. www.green-united.com

BRAINS 4 BRANDS

https://exploreb2b.com/users/robert-j -bee/articles

http://www.bankdirector.com/index.php/magazine/archives/1st-quarter-2012/why-brand-matters/

http://blogs.hbr.org/watkins/2013/06/making_virtual_teams_work_ten.html

http://www.forbes.com/sites/forbesinsights/2013/07/09/why-roi-is-often-wrong-for-measuring-marketing-impact/

http://blog.slideshare.net/2013/07/22/5-powerful-ways-to-open-a-presentation/

B4B BLOGS:

Robert J. Bee, CEO

Bee4Brands LLC

28419 Verde Ln

Bonita Springs, Fl 34135 USA

+1-239-220-0564 +1-239-431-6737

bee@bee4brands.com

www.bee4brands.com

CONTACT US: