Making The New Ring True

Phil Rumbol1o1. A Free Range Creative Company

30.o3.2o11

o1

Branding

&

The Green Economy

What is Branding?o2

A Historical Perspective

A sign of ownership

A sign of the people behind the product

A mark of quality

What is a Brand?o3

Expectation

BRAND

Fulfilment

What is a Brand?o3

Expectation

BRAND

Fulfilment

What am I going to get?

What is a Brand?o3

Expectation

BRAND

Fulfilment

Does it ‘work’?

What is a Brand?o4

Refreshment

BRAND

Building a Brando5

Promise

BRAND

1. What does the customer want/need?

2. What do we offer that’s different / better?

Building a Brando5

Promise

BRAND

Deliver

4. Does it ‘do what it says on the tin’?

3. How do we design our product/service to deliver this?

Building a Brando6

Traditional Marketingo7

Marketing

Promise

BRAND

Deliver

“Trust Us”

Reputation shaped by “Telling”

“Modern” Marketingo8

Marketing

Promise

BRAND

Deliver

Reputation shaped more by “Doing”

Word of mouthSocial media

Peer to peer reviewComparison websites

Etc etc

Brand = Reputationo9

“Reputation arrives on foot and leaves on horseback”

Brand = Reputationo9

“Reputation arrives on foot and leaves on horseback”

a racehorse

Building reputation is a journey1o

Reputation

Familiarity

Heard of...

Trust

Like

Known for….

The Role of the Brand dependson where you’re starting from

11

Established BrandNew Brand

Established Category

New Category

EducateWhat’s important?

The Role of the Brand dependson where you’re starting from

11

Established BrandNew Brand

Established Category

New Category

EducateWhat’s important?

DifferentiateHow’s it different?

The Role of the Brand dependson where you’re starting from

11

Established BrandNew Brand

Established Category

New Category

EducateWhat’s important?

EngageIs it the

‘brand for me’?

DifferentiateHow’s it different?

The Role of the Brand dependson where you’re starting from

11

Established BrandNew Brand

Established Category

New Category

EducateWhat’s important?

EngageIs it the

‘brand for me’?

DifferentiateHow’s it different?

JustifyWhat right do you

have?

The Green Economy Reputation

12

Applying this to the Green Economy 13

Recognise that it’s a new categoryConsumers will want simplification & reassurance

Be clear about your Brand PromiseWhat are you offering?

Be clear about what your brand brings?What credibility do you have? Why should I trust you?

Understand the customer journeyWho / what will inform their decision?

Make sure you deliver your brand promiseRemember, reputation leaves on horseback…