brand planning overview with examples

What's the Idea? www.whatstheidea.com

Brand Strategy Overviewwith Examples

February 27, 2014


Brand Strategy Development

1. What do the targets care about?

2. At what are we great?

3. What creates value for the brand and predisposes our targets to purchase from us?


Were we Microsoft or P&G?

We would start out with a multivariate statistical analysis.


Then we’d then build a regression analysis.


And finally we’d create a cluster map.


That’s kind of what WTI does – but without all the math and expense.

• Executive Interviews• Sales Interviews• Customer Interviews• User Conferences• Primary Qualitative

Research• Secondary Quantitative

Research


1. Target Care-abouts


2. At what is the brand great?

• Product Innovation• Competitive price• Service• Execution• Results • Vision


3. How do create value out of customer care-abouts and what the brand does best?

Through a brand strategy -- an organizing principle that provides focus and direction to products, experiences and messaging. Inside and outside of the company.


A Brand Strategy

One claim, three support planks.


A brand strategy is not a tagline.(It’s an organizing principle anchored to an idea.)


The Problem With Brands


Brand Strategy

The navy seals of commercial maintenance.

Preemptive• With 15 years of

experience in building maintenance there are few issues we haven’t seen and can’t anticipate.

• A clean, repaired building and property is a healthy property and one less likely to have issues.

Fast• We’re nearby• We’re fast because when

you need us, we don’t check the contract to see if it’s something we are paid to do. We just come.

• No email or voice mail or administrative assistants taking message. You call the boss and he makes things happen.

• The faster we fix things, the faster the “first call” turns into the last call.

Fastidious• One thing we’ve learned is

that getting the job right the first time, makes for happy customers and keeps us from having to do rework.

• Excel employees share their president’s fastidious nature and are incentivized so.

• If we can keep the NY Jets locker room germ free, imagine what we can do for your office or mall?


Brand Strategy

A systematized approach to improving health care in the communities we serve.

Information and resource sharing

• Cross-system protocols• Yusef Duglazc quality

group• Quick escalation to

tertiary hospitals• Local population data to

the system

Leading edge treatments and technology

• 4d Sonogram• Pet Scans • IMRT• Braca 1 and Braca 2

research

Community integration

• Cath labs closer to patients

• Primary care physician support

• Community health programs

• Disease mapping (cancer maps)


Brand Strategy

illuminating Learning

illuminating Classroom Design

• Innovative designs so students can’t hide

• Technology where needed• Closely integrated tech

platforms • Tap-It for special needs• Real-time assessment

(Clickers, Devices)• 21st Century media skills• SAFARI Montage (Close

captioning)

illuminating a New Teacher-Student Relationship

• Individualized learning• Teacher facilitated • Students helping students• Common Core mastery• Differentiated instruction• Modeling

illuminating Parental Involvement

• Flipped classroom• More parental

involvement (less random)• Better parent tools • Better engagement tools• Making homework more

experiential • Edmodo• PS 150M Kindergarten

Tweeting to parents• Reminder 101


Brand Strategy

Uncover the Taste of Pure Protein

•Clean Fruit Flavor•Not gritty like powders•No chalky taste•No aftertaste•Not too sweet or thick•No impurities (fat, lactose, moisture, minerals)

•Easily swallowed•No fat, sugar, etc. •Less gastric distress•Less likely to have allergic reaction•PDCAAS of Whey Protein Isolate•Protein Efficiency Ratio (PER)

•Heightens energy.•Helps rebuilds bone, skin, healthy cells.•Feel better mentally.•Less infections•Supports the immune system•Supports wound healing

Pure ProteinTastes Better

Pure ProteinIs Easier to Digest

Pure Protein Helps You Feel Better

Craft cookies…au naturel.

Craft cookies are naturally moister. •Coconut oil•Fresh out of oven•Cooked perfectly, our cookies bend when held upright.

The health properties of an au naturel cookie.

(Science) •Unrefined ingredients.•Coconut oil not butter•Sea salt.

The complex flavors of au naturel.•Taste the unadulterated ingredients•Local sourcing means fresher taste•Unprocessed flavors are true favors. •No recipes, proportions (every batch different?).

Brand Strategy


For further explanation, context and case backgrounds email [email protected]