Branding Presentation

SA Communication Group

Eric J. Hansen, Assistant Director

February 7, 2007
Why Are We In This
Conversation?
z Increase understanding of what marketing and
branding are.
z Increase understanding of what marketing and
branding can do for SA.
z Increase clarity of expectations around marketing
concepts and implementation roles.
z Increase capacity to develop plans to move
departments forward.
Marketing Premise
Marketing Premise
z 4 P’s
z Product/Service Water Level
Promotion Water Level

z Place Price
z Price Product/Services
z Promotion Place

z 4 C’s
z Consumer Water Level Communication Water Level

z Convenience Cost
z Cost Consumer
z Communication Convenience
The New Marketing Definition
z Marketing is an organizational function and a
set of processes for creating, communicating,
and delivering value to customers and for
managing customer relationships in ways that
benefit the organization and its stakeholders.
What Do You Think?
z What is your favorite…
z Department Store?
z Grocery Store?
z Tire Vendor?
z Restaurant?
z Hotel?
z Phone Company?
z What do you like about this company?
Name the Brand…

What adjectives comes to mind when you think about these companies?
What Is a Brand?
z Your brand is a vision, brought to life in each
channel and at every touch point where your
organization engages its audiences

z Audiences can include customers, employees,

prospects, vendors or any person your organization
touches
What is a Brand?
“A brand is a distinguishing name
or symbol intended to identify
goods or services of a seller and to
differentiate those goods or
services from competitors.”
Clyde C. Tuggle
Coca-Cola, Senior Vice President
Worldwide Public Affairs & Communications
Purpose of Brand
z Inspire
z Inject your organization with heart and soul
z Motivate
z Spur action
z Connect
z Unify departments and divisions for “global” presence. Link products and services
to a “promise.”
z Simplify
z Clarify and crystallize your mission
z Inform
z Convey values, attributes, and advantages
Purpose of Brand
Fundamentally a brand is created to

Establish and increase customer

loyalty with products and services.
SA Reasons for Branding
Alignment with Trends
Increased Perception of Quality
Increased Consistency
Image
Practice
Increased Sales
Increased Net Return
Meet Customer Expectations
Is There a Difference Between the
Product/Service and a Brand?
z Which will be more successful?

z Great Product or Service / Good Brand

z Good Product or Service / Great Brand

Product Vs. Brand
z Diet Coke vs. Diet Pepsi in Blind Taste Test
z Prefer Pepsi Sample 51%
z Prefer Coke 47%
z No preference 2%
z Diet Coke vs. Diet Pepsi in Identified Taste Test
(brand names revealed)
z Prefer Pepsi Sample 23%
z Prefer Coke 65%
z No Preference 12%
Differentiate

“These days, building the

best server isn’t enough.
That’s the price of entry.”

Ann Livermore
Hewlett-Packard
The Value Proposition
Example: Children’s Birthday
1940: Flour, sugar, eggs $0.50
(raw material economy)

1955: Cake from Mix $2.00

(goods economy)

1970: Bakery made cake $12.00

(service economy)

1990: Party at Chuck E. Cheese $100.00

(experience economy)
It’s About the Experience
Starbucks:
“We have identified a third place, and I really believe that
sets us apart. The third place is that place that’s not work
or home. It’s the place our customers come for
refuge.”

Harley Davidson:
“What we sell is the ability for an 43-year-old accountant to
dress in black leather, ride through small towns and have
people be afraid of him/her.”

Hertz Rental Car:

“Renting a car changed into a convenient and time-saving
experience. The car itself doesn’t matter.”
Message

“Experience is the last 90%.”

Tom Peters
Management Consultant, Author
Re-Imagine,
Circle of Innovation
The Brand You
General
z GAP Analysis –
z This is the difference between who you think you are and
who your customers thinks you are.
z It can also be the difference between who the customers
think THEY are and who you think they are.
What Makes a Brand
Powerful?

Quality
High quality products
High quality services

Consistency
Image Brand
Product standards
Service standards
Action
Message standards
Graphic standards

Brand Attributes
Marketing “mission”

“We are in this [branding] process in an effort to standardize excellence.”

– Rich Turnbull, Associate Director - UHDS
Distinct Architecture Tool

Product/Service Attributes
Functional Benefits

Pentagon of
Values
Icons
Emotional Benefits

Personality/Values

Jim Emery,
Viewfinder Research and Consulting
Clients Specializes in brand building and brand
positioning for fortune 500 companies
Positioning Requires Sacrifice
z Develop your area of expertise
z Take a stand
z Do something better than the competition
z Attract consumers because of your expertise
and knowledge
z Don’t try to do everything
Lessons Learned at OSU
z From the branding of Calabaloo’s™ Gourmet
Burgers, we have learned some important lessons
z Consistency is the key
z Image
z Product
z Service
z Customer Experience
z Decisions should be criteria- and data-based
z Service must reinforce image
z Most difficult aspect to lead/manage
Where To From Here
Last Thought

“We want to be great by design

…not by accident.”
– Hen Truong, Former Marketplace West General Manager