ama iowa: the recipe for building an iconic brand presented by saturday mfg & thelma's
TRANSCRIPT
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THE RECIPE FOR BUILDING AN ICONIC BRAND
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WARNING!
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COOKIES!
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Now That’s an IDEA
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POSITIONING and STRATEGY
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SITUATION ANALYSISTARGET AUDIENCESBackground
Competition
DIFFERENTIATORS CONCLUSIONS
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Classic
Fun
Homemade
Pure
Indulgence
Wisdom
Sweetness
Generosity
Wholesomeness
Youthful
Storied
Sassy
WE ARE:
A trip to your favorite Grandma’s house.
BRANDING/POSITIONING
THE PERSONALITY IS:
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THE BRAND PROMISE IS:
JOY!
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Bringing happiness through homemade goodness.
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What do we call this?
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GREAT NAMES
Provide positive, lasting engagement with consumers
Are unforgettable
Provide a springboard for marketing
Rise above mere goods and services
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The Cookie Crock
Grandma’s House
Sweet Grandma’s
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What does this look like?
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Here’s something you need to see.
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AT THE RIGHT TIME
Smart execution is important because it helps you:
SPEND WISELY
TELL YOUR STORY
CREATE CONTINUITY, MEMORABILITY
ENGAGE THE RIGHT PEOPLE
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RECOGNITION
ADDY’s Local/Regional/National
Print Regional Annual
Creative Anarchy - Book
Blogs/Website
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FLAVOREDSUGAR COOKIECOFFEE ICE CREAM
Handmade Ice Cream Sandwich
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QUESTIONS?
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Thank you