If you are a product manager looking to build more meaningful customer relationships & business sustainability,this presentation provides an understanding on how your brand can drive better product & business performance.
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Leveraging Your Brand to Drive Product Success A conversation about how an understanding of your brand can drive better product and business performance. Presented by: Dan Ratner , Managing Director, uberbrand Natalie Yan-Chatonsky , Head of Consulting Practice, Brainmates
Transcript
1. Leveraging Your Brandto Drive Product SuccessA conversation
about how anunderstanding of your brand can drivebetter product and
businessperformance.Presented by:Dan Ratner, Managing Director,
uberbrandNatalie Yan-Chatonsky, Head of Consulting Practice,
Brainmates
2. Today, more than ever,were operating inhigh pressure
environments
4. PICKMEPick me!Pick me!Pick me!Pick
me!PICKMEPICKMEPICKMEPICKPICKMEPICKMEPICKMECKMEPICKMEPICKMEPickme!Pickme!!!!And
with somuch CHOICE,its hard to getany cut throughor stay
relevant
5. There is powerin harnessingpressureBecause whileeverything
changes,some things staythe sameCONSIDERATIONCHOICEEXPERIENCE
6. Ultimately,a combination of:What you What you+SAY DO
7. Making it work means realalignment between promiseand
performancePromise(BRAND)(BRAND DELIVERED)Your
customersconsiderationsYour
customersexperienceProductPerformance
8. Productis a fundamentalconversion point betweenwhat you say
and do
9. It means, you need tounderstand your brand andbring it into
your productdevelopmentactivities.BRAND PRODUCT
10. So what is a brand?Let me show you
11. What comes to mindwhen you see the wordFrog
12. A BRAND IS SIMPLYwhat peoplethink of you.
13. GOOD BRANDINGHappens when youraudienceperceives yourbrand
in a similar way.GREAT BRANDINGHappens when thatperception meets
yourgoalsand aspirations.
14. Getting to greatmeans knowing who you are,what you stand
for and why
15. VISUALLY VERBALLY BEHAVIOURALLY++Then communicating
thisidea (your brand) acrosseverything you do
16. What isa brandstrategy?
17. If brands are made up ofperceptions, formed byallthe
impressions peopleexperience from you...
18. It makesbranding themanagementof perception+++
19. And brand strategy,the roadmap to align...what
peoplecurrently thinkto what you wantthem to think
20. A goodbrand strategyenables people, bringingthe business to
life
21. Provides focusthrough defining whoand what you areA good
brand strategy...
22. Gives guidanceon decisions by defining whatis, and what is
not on brandA good brand strategy...
23. Informswhat we sayA good brand strategy...
24. Createscommonalityand cultureA good brand strategy...
25. Makes life easierby setting the frameworks forhow we go
about creating andmanagingproductA good brand strategy...
26. Successfulbranding is apromise kept
27. Because successful productslead to successful Brands
28. Brand equityis the sum of all theimpressions a personhas
from a brand
29. The morepositiveimpressionsformed, themore positiveequity
is created
30. The morenegativeimpressionsformed, themore negativeequity
is created
31. There is a point whennegative impressionserode overall
brandequity, and resultin a brand fallingintodecline.Brand failure
happens whenthe brand promise is broken.
32. How do people feel about this?What impact doesthis product
haveon your perceptionof the Kodak brand?An example...
33. Productgoes hand-in-hand withBrand
34. The product is the realityin the mind of the customerwhen
they experience it.It is also a criticaltouchpoint on the
waytobuilding perception.
35. Having a goodProduct Strategy iscritical because if
youdont, the consequencesaffect brandequity.
36. Communicatesmixed messagesA bad Product Strategy...
37. Drivesnegative businessperformanceA bad Product
Strategy...
38. Makes youirrelevant toyour customerA bad Product
Strategy...
39. Drives brandand marketdeclineA bad Product Strategy...
40. Ultimately, yourcustomers justwont take it fromyou
anymore
41. Living your competitive advantage Delivering positive and
differentiating experiences Increasing desirability Improving
efficiencies across product managementandplanning Rolling out
successful and quicker launches Reinforcing market leadership
Driving overall enterprise sustainabilityGetting it right -
Brand-ledproduct development means:
42. A successful brand-led productstrategy encapsulates and
delivers onboth the enterprise brand promise andthe product
benefit(s).It reinforces your credibility, relevanceand
differentiation and drives long
termresonance/sustainability.Ultimately a more meaningfulcustomer
experience
43. It makes sense because it isthe successful combination
of:What youre What youre+SAYING DOING