Shannon Carter

1992founded mc
2
creative
2001founded Cartis Group BrandSmart Process
2008business went completely virtual
BrandSmart at a Glance
Brand Strategy
Brand Communications
Brand Management
Great ideas. Extraordinary results.
BrandSmart Process
manage
act imagine
analyze
learn
BrandSmart Process
manage act imagine analyze
learn
Primary and
Secondary
Research
Brand Immersion
Analysis of
Research and
Key Impact
Triggers
Brand Taskforce
Workshops,
Brand Platform,
Brand Messaging
Communicating
the Brand Trough
All Touch Points and
Brand Culturalization
Management and
Evaluation to
Grow and
Improve the Brand
Todays Topics
Why is brand strategy important?
What is a brand?
Brand defnitions
Brand Value Pyramid
Brand Messaging Toolbox
Is brand strategy important?
C-Suites Biggest Marketing Challenges
Creating value propositions
that diferentiate our brands
Identifying new paths to growth
Growing awareness within
new customer segments
Aligning brand strategy
with business strategy
Determining most appropriate
marketing investments/levels
Broadening / Deepening
customer insights
0.7
31%
34%
35%
40%
41%
65%
Prophet
Why is branding so important?
by the numbers
Strong Brands Produce Higher Returns
Millward Brown
Strong Brands Are Valuable Assets
InterBrand
Strong Brands Have Inherent Value
Why is branding so important?
the visceral response
Trust
Why is Trust so Important?
1. Consumers have many choices and little time.
2. Most oferings have similar quality and features.
3. Terefore, we tend to base buying decisions on trust.
Need Some Proof?
1. Tere are 1,534 camera models on the world market
2. Average urban consumer can choose from 4 grocery stores
3. We can donate our money to 22,487 US charities
In a world with too many choices and too little time...
We will seek out the things we TRUST.
trust
Trust = Reliability + Satisfaction
Trust is developed over time
through mutually satisfying interactions
between two or more parties.
Strong brands are built on trust
...even commodities
What is a brand?
First, lets dispel some myths
A brand is NOT a name
Kentucky Fried Chicken
KFC
Datsun
Nissan
Andersen Consulting
Accenture
Marafuku Company
Nintendo
Jerrys Guide to the World Wide Web
Yahoo!
A brand is NOT a logo
A brand is NOT a tagline
Just do it. (1988)
Dont leave home without it. (1984)
Tink diferent. (1998)
A brand is NOT a product
A brand is NOT
advertising, marketing gimmicks,
sales specials, or Web sites.
in other words...
A brand is NOT what YOU
or YOUR CLIENT says it is.
A brand is what
SHE says it is.
Because brands are defned by people
not companies, marketers, opinion polls
or stock prices.
71% of C-Level executives believe
they are the primary driver of their brand.
Prophet
69% of marketing executives believe
they are the primary driver of their brand.
Prophet
Trust = Reliability + Satisfaction
Tree Scary Questions
1. Who are your customers (really)?
2. What are their expectations?
3. How do you reliably satisfy your customers?
-Henry Ford
Nothing is particularly hard if
you divide it into small jobs.
What is a brand?
A set of beliefs, values and images held by
your various stakeholders about your
organization and ofering.
Are you still awake?
What is branding?
Te process of instilling a defned
set of beliefs, values and images into
every communication touchpoint.
What is a
Brand Positioning Statement?
A succinct statement, rooted in fundamental
competitive advantages, that resonates with
broad audiences, yet motivates and
infuences individuals on their own terms.
In a succinct and compelling statement,
the positioning will answer:
1. what do we do?
2. who do we do it for?
3. why do we matter?
What is an Ideal Customer Model?
Te customers behavioral and attitudinal
attributes that go beyond traditional
marketing segmentation.
Ideal Customer Model
Primary Attributes

Audience Profling

Traditional Demographics

Tings that group people/organizations/targets together

Attitudinal Attributes

Beliefs

Values

Emotional connections that hold tribes together

ideal
secondary
tertiary
Brand Development Tools
Brand Value Pyramid
Baseline Requirements
features and attributes of the brand demonstrated to the customer
Functional & Emotional Benefts
delivered through the brand experience
Emotional Connectors
unique value connection
to the ideal customer
Easiest to deliver,
least meaningful,
and most imitated
Most meaningful,
most difcult to imitate,
hardest to deliver
Brand Value Pyramid
Brand Value Pyramid
Te Power of the Pyramid

Provide contextualized messaging

Basis for superior brand messaging

More meaningful creative briefs

Jump start copywriting (faster start and more meaningful content)

Guide creative process

Provide documented agreement (for design staf & client)

Brand Messaging Toolbox
Brand Messaging Toolbox
Brand Message Development

Brand Positioning Statement

Brand Messaging Propositions (3 - 4)

Key Messages (Brags About Propositions)

Proof Points (Substantiating Key Messages)

HOW Soccer All-Stars
Brand Message Development

Brand Position Starting a highly competitive & fun soccer team

Brand Messaging PropositionsCompetitive/Fun

HOW Soccer All-Stars
Brand Message Development

Key Messages (Brags)

1. SC will make the All-Stars a more competitive team
2. SC will make the All-Stars more fun

Proof Points (Substantiating Key Messages)

1. Played NCAA Division 1 soccer
2. Still play 2X per week
3. Average 8 goals per season
4. Once scored 24 goals in a season
5. Brew (and like to share) an amazing English Pale Ale
Questions?
www.cartisgroup.com/HOW.pdf