Branding PresentationSA Communication Group

Eric J. Hansen, Assistant DirectorFebruary 7, 2007

Why Are We In This Conversation?

Increase understanding of what marketing and branding are.Increase understanding of what marketing and branding can do for SA.Increase clarity of expectations around marketing concepts and implementation roles.Increase capacity to develop plans to move departments forward.

Marketing Premise

Marketing Premise4 P’s

Product/Service PlacePricePromotion

4 C’sConsumerConvenienceCostCommunication

Promotion

PlaceProduct/Services

PriceWater Level Water Level

Communication

Convenience

Consumer

CostWater Level Water Level

The New Marketing Definition

Marketing is an organizational function and a set of processes for creating, communicating, and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders.

What Do You Think?

What is your favorite…Department Store?Grocery Store?Tire Vendor?Restaurant?Hotel?Phone Company?

What do you like about this company?

Name the Brand…

What adjectives comes to mind when you think about these companies?

What Is a Brand?Your brand is a vision, brought to life in each channel and at every touch point where your organization engages its audiences

Audiences can include customers, employees, prospects, vendors or any person your organization touches

What is a Brand?

“A brand is a distinguishing name or symbol intended to identifygoods or services of a seller and todifferentiate those goods or services from competitors.”

Clyde C. TuggleCoca-Cola, Senior Vice President

Worldwide Public Affairs & Communications

Purpose of BrandInspire

Inject your organization with heart and soulMotivate

Spur actionConnect

Unify departments and divisions for “global” presence. Link products and services to a “promise.”

SimplifyClarify and crystallize your mission

InformConvey values, attributes, and advantages

Purpose of BrandFundamentally a brand is created to

Establish and increase customer loyalty with products and services.

SA Reasons for BrandingAlignment with TrendsAlignment with Trends

Increased Perception of QualityIncreased Perception of Quality

Increased ConsistencyIncreased Consistency

ImageImage

PracticePractice

Increased SalesIncreased Sales

Increased Net ReturnIncreased Net Return

Meet Customer ExpectationsMeet Customer Expectations

Is There a Difference Between the Product/Service and a Brand?

Which will be more successful?

Great Product or Service / Good Brand

Good Product or Service / Great Brand

Product Vs. BrandDiet Coke vs. Diet Pepsi in Blind Taste Test

Prefer Pepsi Sample 51%Prefer Coke 47%No preference 2%

Diet Coke vs. Diet Pepsi in Identified Taste Test (brand names revealed)

Prefer Pepsi Sample 23%Prefer Coke 65%No Preference 12%

Differentiate

“These days, building the best server isn’t enough. That’s the price of entry.”

Ann LivermoreHewlett-Packard

The Value Proposition

Example: Children’s Birthday1940: Flour, sugar, eggs $0.50(raw material economy)

1955: Cake from Mix $2.00(goods economy)

1970: Bakery made cake $12.00(service economy)

1990: Party at Chuck E. Cheese $100.00(experience economy)

It’s About the ExperienceStarbucks:“We have identified a third place, and I really believe that sets us apart. The third place is that place that’s not work or home. It’s the place our customers come for refuge.”

Harley Davidson:“What we sell is the ability for an 43-year-old accountant to dress in black leather, ride through small towns and have people be afraid of him/her.”

Hertz Rental Car:“Renting a car changed into a convenient and time-saving experience. The car itself doesn’t matter.”

Message

“Experience is the last 90%.”Tom Peters

Management Consultant, AuthorRe-Imagine,

Circle of InnovationThe Brand You

GeneralGAP Analysis –

This is the difference between who you think you are and who your customers thinks you are.It can also be the difference between who the customers think THEY are and who you think they are.

What Makes a Brand Powerful?

Image Action

QualityHigh quality productsHigh quality services

ConsistencyProduct standards Service standards

Message standardsGraphic standards

Brand AttributesMarketing “mission”

Brand

““We are in this [branding] process in an effort to standardize exWe are in this [branding] process in an effort to standardize excellence.cellence.””– Rich Turnbull, Associate Director - UHDS

Distinct Architecture Tool

Product/Service AttributesFunctional Benefits

Emotional BenefitsIcons

Personality/Values

Pentagon of Values

Jim Emery,Viewfinder Research and Consulting

Clients Specializes in brand building and brand positioning for fortune 500 companies

Positioning Requires Sacrifice

Develop your area of expertiseTake a standDo something better than the competitionAttract consumers because of your expertise and knowledgeDon’t try to do everything

Lessons Learned at OSUFrom the branding of Calabaloo’s™ Gourmet Burgers, we have learned some important lessons

Consistency is the keyImageProductServiceCustomer Experience

Decisions should be criteria- and data-basedService must reinforce image

Most difficult aspect to lead/manage

Where To From Here

Last Thought

“We want to be great by design…not by accident.”

– Hen Truong, Former Marketplace West General Manager