presents

The Power of Brand: Why Your Startup Needs it!Andy Freedman @ahfreedman

Andy Freedman

andy@aharrisventures.com@ahfreedman

5

Marketing Takes Many Shapes

General Management Mktg (General Mills)

• P&L Mgmt• ‘Hub & Spoke’ Model• Role variation (new product, core business,

sales)• Consumer marketing as a part (not the

whole)

Consumer Marketing(Dunkin)

• Mktg budget mgmt• Develop campaign/creative strategy• Agency management• Partner Management (Franchisees)

Sponsorship Marketing(Visa)

• Mktg budget mgmt• Develop campaign/creative strategy• Agency Management• Partner Management (Property)• Media partner relationships

Tech/Product Marketing(LevelUp)

• Engineering/Product Driven• ‘If you build it mentality’• Customer Acquisition Driven• Test, Learn, Evolve Approach

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Two Takes on One Sponsorship

Visa + NFL Uber + NFL

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Exercise: building your brand

Consumer ValueHow you feel about the

brandConsumer Value

How it works Consumer Value

What you remember

Consumer ValueHow it will feel

Consumer ValueWhat you expect

Technical and Functional Benefits the Brand is Built Upon• The problem your product/service solves• How your product/service works?• How are you better than other product/service offerings?

Your Brand Promise and Ultimate Vision

"Whatwe do"

"What we

stand for""What youwill

experience"

We = Your Brand You = Your Consumer

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Exercise: building your brand [Example: UBER]

ValuableLeaves user feeling good about

decision and compelled to

ReliableAlways deliver on the promise

Uber sets

ConvenientTake away the friction of

transportation (payment, order)

TransparentClear communication of our

pricing and service

ConsistentSame consumer experience no

matter the city

Professional Drivers• Immaculate cars• Carefully vetted drivers

Affordable Luxury• Tiered product offering• Strive for 30% cost saving

to market

Honest• Tell the consumer

everything upfront

“One Tap to Ride”• Simple Design + UX• Frictionless Payment

“Instant Gratification”

"Whatwe do"

"What we

stand for""What youwill

experience"

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Exercise: building your brand [ ]

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"Whatwe do"

"What we stand for"

"What youwill experience"

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