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| Date post: | 12-Apr-2017 |
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Marketing |
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Brand
BrandsMEAN SOMETHING.
BrandPEOPLE DELIVER YOUR
DistinctionBrand DiscoveryBrand RecognitionBrand AttributesBrand Competency
Brand PromiseBrand IdentityBrand DevelopmentBrand MissionBrand VisionBrand Values
Brand ing
Brand Speak
Brand Distinction
Brand Culture
Brand Worth
Brand Accountability-4-Ways
Brand Momentum-5-Ways
what is a
Brand?
The Very
Beginning
more than a
Logo
more than a
Product
PROMISEyour brand is your
“In the factories we make cosmetics...at the
counters we sell hope.”
Charles RevsonFounder of Revlon
Brand Promise
Brand Experience
Brand Perception
Brand Promise
Brand Experience
Brand Perception
Truth
Brand Promise
Brand Experience
Brand Perception
Trust
GO AHEAD BRAG “I’m a really good dancer…”
IF A BRAND SWIMS LIKE A DOG AND QUACKS LIKE A DUCK…people will distrust it!
A BRAND THAT MAKES ME MAD…describe it like you would to a friend
DISTINCTIONdoes your Brand have
and deliver authenticity?
Commodity?
Does Your Brand Have Distinction?…this is what Marketing Directors
and CMOs are saying about their Brands…
17 Question Brand Insight Snapshot
www.hultmarketing.com/BrandQuiz
Our Organization Understands Our Brand Distinction?
OUR EMPLOYEES ARE AWARE OF OUR BRAND DISTINCTION?
OUR BRAND DISTINCTION IS RECOGNIZED BY OUR CUSTOMERS?
OUR BRAND DISTINCTION IS CLEARLY COMMUNICATED EXTERNALLY?
OUR EMPLOYEES HAVE PROCESSES AND TOOLS TO DELIVER ON OUR BRAND?
BRAND INSIGHT SNAPSHOT CURRENT TALLY…
D36%
C25%
B31%
A8%
OUCH!
36%
25% 17 Question Brand Insight Snapshot
www.hultmarketing.com/BrandQuiz
Your employees scrip your distinction and utilize it consistently?
Your distinction is clear in your marketing materials?
New hires are to communicate your Brand distinction?
Your new employees are trained to sell your distinction consistently?
Your Brand receives adequate marketing support?
And your website?trained
UNIQUEevery brand is
Your culture is your brand.
- Tony Hsieh, CEO
ZAPPOS 10 CORE VALUES
1.Deliver WOW Through Service 2.Embrace and Drive Change 3.Create Fun and A Little Weirdness 4.Be Adventurous, Creative, and Open-Minded 5.Pursue Growth and Learning 6.Build Open and Honest Relationships With Communication 7.Build a Positive Team and Family Spirit 8.Do More With Less 9.Be Passionate and Determined 10.Be Humble
SOME ZAPPOS STATS
75 Percent
31 Ranking
5 Percent
Repeat Customers “Best Places to Work” Employee Turnover
“THE OFFER”
3,000 Dollars
“If you quit today.”
ZAPPOS BRAND VALUE
1.2BILLION
2009 Amazon Purchase
Dr. William J. Mayo and Dr. Charles H. Mayo - Along with their father, Dr. William W. Mayo
“No one is big enough
to be independent of others.”
Dr. William J. Mayo Founder, Mayo Clinic
Source: Mayo Clinic 1989
The Flagship: Mayo Clinic
99 Percentile
41 Ranking 1-2
Percent
Patient Satisfaction Best Places to Work Employee turnover
Source: Mayo Clinic
brand
CULTURE?
WHO DRIVES BRAND CULTURE?
HR 51%
Marketing 31%
Corporate Communications 28%
PR 19%
Internal Communications 17%
Advertising 6%
Brand Responsibility - As defined by a survey of the Fortune 500 companies
WHO DRIVES BRAND CULTURE?
HR 51%
Marketing 31%
Corporate Communications 28%
PR 19%
Internal Communications 17%
Advertising 6%
Brand Responsibility - As defined by a survey of the Fortune 500 companies
While HR, PR and Marketing play a critical role in Brand Accountability, brand culture begins in the C-Suite...
Who Cares?Culture…
BRAND WORTH
The top line on your brand? It affects your bottom line. Significantly.
Intangible Value 69%
Tangible Value 31%
•Trademarks •Names,
Processes, etc. •Perceptions •Brand
•Real Estate •Investments •Cash •Receivables
Source: Yahoo Finance
BRAND VALUE
$79.2 Million
$98.3 Million
$23.6 Million
$4.3 Million
$93.3 Million
Source: Interbrand
BRAND WORTH = COMPANY WORTH
AppleCokePepsi
Kimberly ClarkGoogle
WalmartVerizonViacom
P&GexxonTargetAT&T
ChevronTime Warner
0% 25% 50% 75% 100%
25%46%50%57%62%64%65%71%72%74%80%81%82%87%
75%54%
50%43%
38%36%
35%29%28%
26%20%
19%18%
13%
Tangible Value Intangible ValueSource: Yahoo Finance
“If this business were split up, I would give you the land and bricks and mortar, and I would take the brand, and I would fare better than you.”
- John Stuart, former CEO of Quaker Oats
BRAND VALUE
Strong Brand Value• Lowers employee recrui=ng costs • Compete on more than price • Increases customer reten=on • Grows employee sa=sfac=on
Brand Commodity
$4.96 $0.99
Imagine aMore Accountable Brand…
Imagine a More Accountable Brand…
MORE with less
Drive Change
Be AdventurousCreate Fun
Growth and Learning
Deliver WOW!
Open and Honest Relationships
Be Passionate
Positive Team and Family Spirit Be Humble
Imagine YOUR BRANDBeing More Accountable…
your Authenticity your Differentiation
your Culture your Vision
BRAND ACCOUNTABILITY…is developed by aligning
AUTHENTICITY…who you are today
DIFFERENTIATION…what you do differently
CULTURE…why you do what you do
“Our Purpose is to connect People to what’s
important in their lives through friendly, reliable and low-cost air travel.
Our success is dependent on our ability to execute and fulfill that purpose. The key to our execution is Teamwork.”
Gary Kelly CEO Southwest Airlines
VISION…what you are capable of becoming
“Our mission is to create a little moment of luxury
for people every day. People have difficult lives
and we believe that they’re worth some
“me time.”
Howard Shultz CEO Starbucks
80% 96%
Source: Zillow 2015, 17-year study. All US homes 65%
Brand Accountabilityit’s not just a marketing initiative
It’s an organizational initiative
5-WAY BRAND MOMENTUM
Turn The Telescope
The Brand Lens
Brand InsightAssessment
Positioning Strategies
Brand Distinction Internal Adoption Visual/WordsGAP Analysis
Momentum Groups
Internal Adoption
Turn The Telescope
Discover The Truth… about your Brand DNA
FINDING YOUR “WHY”A higher cause = “the soul of the organization”
THE GOLDEN CIRCLE
THE GOLDEN CIRCLE
What Every organization on the planet knows WHAT they do. These are products they sell or the services they offer
How Some organizations know HOW they do it. These are the things that make them special or set them apart from their competition
Why Very few organizations know WHY they do what they do. WHY is not about making money. That’s a result. It’s a purpose, cause or belief. It’s the very reason your organization exists.
YOUR “WHY”What motivates, drives & inspires your reason to be?
A “WHY” HAS TWO PARTSContribution & Impact
WHAT IS MY “WHY?”I get up every morning to ____________ (contribution) so
that _________(impact).
Jim’s WHY: I get up in the morning to help others consider things differently so that they can
make the most of their gifts.
WHAT’S YOUR CORPORATE “WHY?”
We get up every morning to ____________ (contribution) so that _________(impact).
Hult’s WHY: We get up in the morning to help organizations discover their distinctionso that they can further their mission.
A COLLECTIVE PERSONAL WHY
A COLLECTIVE ORGANIZATIONAL WHY
Momentum Groups
=
• Touchpoint focused
• Middle Mgt. driven
• Brand delivery
• Upholds strategy
• Measure. Monitor. Adjust.
POST-PURCHASE
PURCHASE
PRE-PURCHASE
Building Exterior
Agent Newsletter Lobb
Safety Inspections
Policies
Receptionis
Office
Service Standards
Agent
Billing Process
Thank You Card
Claim Process
Online Bill
Follow-Up Website
Online Rating/Customer Quoting
Phone System
INFLUENCERS
Social Media
Word of Mouth
Referral
Testimonials
Event Sponsorship
Good Will
Community Involvement
PRCustomer Ratings
News Media
Correspondenc
Proposal Documents
Media Ads/ Outdoor/TV
Business Cards/
Letterhead
Organic Search (SEO)
WHY INTERNAL ADOPTIOND
egre
e of
Sup
port
for
Bra
nd
Time
“Hearing It” Phase
“Believing It” Phase
“Living It” Phase
Passionate Advocacy
Brand GAP Assessment
ALIGNMENT
• Leadership
• Managers
• Rank & File
• Channel Partners
Brand Positioning
Your Brand Lens
Your Brand creates a ‘lens’ for decision making Your Brand always has a seat at the table
Your Brand holds you Accountable
Building the Brand Driven Business By: Davis & Dunn
Start With Why YouTube: Simon Sinek
Jim Flynn [email protected] 309-253-1395 (m)
Empowering Your Brand Distinction hultmarketing.com/DISTINCTION
