Houston Baptist University Student Marketing Presentation 0409

©2009 BrandExtract, LLC

Hello!


Introductions

Jonathan Fisher – Chief Executive Officer, Brand Strategist Bo Bothe – President, Chief Creative Officer

We are a brand strategy and development firm.

Our firm is driven by strategists, communications professionals, designers, writers, interactive analysts, web developers and relationship managers.

We employ 23 people in Houston and one representative in Dallas.

best deals lowest prices

Main Entrance


Our areas of practice

5%

5%

10%

10%

20%

50%Professional ServicesEnergyRetailTechnologyInstitutionalFinance


Building a Mission-Based Brand?BE Valuable – Track Perceptions


Building the Brand

In the book “Building the Brand Driven Business” Davis and Dunn offer six reasons to encourage customer loyalty.

1. they stop considering other brands2. They request your brand by name3. They recommend your brand to others4. They wait longer and travel farther to get your brand5. They accept brand extensions more readily6. They continue to pay premium price


What is Branding? The Goal

“To delight MORE customers so that MORE people buy

MORE things for MORE years at HIGHER prices.”


What is a brand? Some definitions

The sum total of all the mental associations – good and bad – that are

triggered by a name. CEO of Wizard Academy – Roy H. Williams

A brand is a person’s gut feeling about a product,

service or company. From Zag by Marty Newmeier

HARD-- WIRED

In 2004…Neuroscience confirmed what we had suspected all along: If you like Coke over Pepsi, it’s all in your head. Read Montague, a

neuroscientist at Baylor College of Medicine, cooked up an experiment to keep his teenage daughter occupied as she helped out in his lab that

summer. Montague wired up a group of volunteers and re-created the Pepsi challenge while monitoring their brain activity on an MRI. The

results were astonishing. In blind taste tests, subjects’ brains indicated a clear preference for Pepsi. But when they were told which of the samples was which, their brains switched brands. “The brand image of Coke in the

nervous systems of the people we tested engaged systems in charge of cognitive control and commandeered their behavior,” In short, the power

of the Coke brand was enough to override an objective preference.

Think about the 40,000 sku’s in a grocery store - 85% of the sales come through 150 skus.


Today’s competition

People are bombarded with up to 3,000 marketing messages per day,

up from 1,500 in 1965.

But, we still only have the ability to process less than 100 of those

messages each day. Today’s competition = Clutter & Time

Visual – Vocal –

Verbal –

55%38%7%


BrandExtract°

The brand process


The 360° brand experience

Patient

Extended Experience

ExecutionExperience

EngagementExperience

– Message Differentiation– Targeted Communications– Superior Operations– Knowledge Sharing– Organizational Development– Industry Expertise– Ongoing Information Gathering– Customer Experience

Your ability to deliver is critical


Basic steps to building a brand position

Define products and servicesDefine what the impressions you want to achieve

Define your competencies

Define your valuesDefine your target markets

Define your strategy for building your brandDefine your tactics for building your brand


Our clients


UsonFor good measure



Industry Expertise

OperationalExcellence

Global CustomerSupport

Engineering Expertise

Reliability

Assurance

Effectiveness

For Good Measure

Analysis



For project managers seeking to increase testing effectiveness, Uson offers assurance

against defects through enhanced data reporting and reliable testers.

Tagline:“For good measure”


Stripes Convenience StoresWhen It Hits Ya






Lone Star MedicalMaking surgery simpler



DedicatedPeople

OperationalExcellence

Quality Products

Engineering Expertise

Simplicity

A System of Operating

Better Patient Care

Better Surgical System

Reliability



We simplify the management of surgery by providing a reliable system that improves patient care and operating room efficiency.

Tagline:“Making Surgery Simpler”


Varel InternationalBehind the bit brand program


Total SafetyOpportunity Never Ends (ONE) customer program


Fulbright & JaworskiLitigation trends campaign


Chevron LubricantsReliability reseller program


Chevron LubricantsHeavy Iron sales lead program


RigNetAlways connected brand program


Newfield ExplorationToday at Newfield I... recruiting program


TransoceanThe face of Transocean HR program


CCIMMeet the agent campaign


Thank you!BrandExtract713.942.7959www.brandextract.com7026 Old Katy Rd., Ste. 210Houston, Texas 77024

For more about our work and culture:

http://www.brandextract.comhttp://brandextract.blogspot.com

BrandExtract, LLC713.942.7959

Date post:	16-Jun-2015
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