branding and brand strategy - … · 5 brand strategy must drive towards operational change to have...
TRANSCRIPT
Branding and Brand Strategy
September 2012
DRAFT
1
Camp4 Consulting Group provides solutions that enable
entrepreneurs to scale their businesses
Camp4 Focus: Help entrepreneurs scale their businesses
3 key tools typically utilized to build scalable platform
• Camp4 can support clients in the
raising of capital through due-
diligence services, post-merger
acquisition support and direct
investments through partnerships
with equity partners
• We are more than financial partners,
we take active roles in portfolio
companies as needed to ensure our
management teams are successful
Equity
investments
• Camp4 offers services to help
entrepreneurs execute our
recommendations
• We offer a combination of business
process services that allow
entrepreneurs to focus on value-
added activities and spend less time
worrying about non-core functions
• Functional services include IT,
Marketing, Accounting,
Analytics/Business Intelligence and
HR
• Camp4 provides consulting services
focused on helping entrepreneurs to
build better businesses
• We utilize the right combination of
analytics, experience, collaboration
and common sense to solve the most
difficult business problems
• All of our consultants have
experience with top-tier professional
services firms, but more importantly,
we’ve all run and grown small
businesses
Business Process Services Strategic Consulting
2
About Camp4 Consulting Group
Camp4 Consulting Group is a boutique consulting group focused on supporting owners of small to mid-
sized businesses build better businesses.
We help entrepreneurs at inflection points in their businesses to develop growth strategies, build a more
robust operational platform, improve sales and marketing efforts or evaluate strategic options.
Camp4 brings the right combination of analytics, experience, collaboration and common sense to solve
the most difficult business problems. All of our consultants have experience with top-tier professional
services firms, but more importantly, we’ve all run and grown small businesses.
Our clients are typically companies with 15 – 250 employees and a stable business model, but that need
help accelerating growth, improving operational scalability, increasing profitability, understanding a shift in
market conditions or preparing for a successful exit /liquidity event.
Who are we?
What do we
do?
How are we
different?
Typical
projects?
Who do we
serve?
• Growth strategy
• Sales force effectiveness
• Branding and marketing strategy
• Operational improvements / scalability
assessment
• Cost structure review / restructuring support
• Enterprise software selection and
implementation support
• Liquidity / exit advisory services
3
Strategy, team and execution are the underpinnings of all
Camp4’s case work
Strategy
Team
Execution
Sales &
Marketing
Ops Org Finance,
Accting, &
IT
M&A
A robust strategy must
consider organizational
capacity and alignment across
all functions of the business
Functions must be designed consistent with strategy,
but must also be armed with the right people and
processes to get the job done
Taking a holistic approach will result in recommendations that work
for an entrepreneurial business, not just pretty PowerPoint slides
4
Camp4’s approach to brand strategy
Sales, marketing and branding must be considered
holistically . . .
. . . but relative emphasis is normally driven by
complexity of sales process
Enterprise
software
Fast-
moving
consumer
goods
Relative
importance
High
Low
Complexity of
sales process
Low High
Sales Marketing Brand strategy
Strategy
Team
Execution
Measurement and management
Performance
management
Compensation
plans
Organizational
structure
Marketing activities
Competitive positioning
Brand aspiration development
Product/Service positioning
Customer need identification
Creative
development
Operational support
of branding
Training programs Career path
definition
Talent attraction
and recruitment
5
Brand strategy must drive towards operational change to
have intended impact
Creative advertising, without operational alignment,
won’t get the job done.
•Brand aspiration/Brand promise
driven by competitive positioning
•Must address intended emotional
benefits of product / service
Brand strategy must lay out a clearly
differentiated set of brand aspirations . . .
. . . but must be connected back to required
changes in each function of the business
Brand aspiration
identification
Prioritization of
positioning Competitive audit Brand
Aspirations
Tangible Benefits
Product/ service
attributes
Operational
changes
•What benefits must be inherent in
product/service to reinforce brand
aspirations?
•Product/service must be designed to
deliver tangible benefits associated
with brand aspirations
• To make any real change, branding
must move from marketing/creative
out to the rest of the business
•All functions must support refreshed
positioning
6
Typical brand strategy engagement timeline
1 week 3 – 4 weeks 2 weeks 2 – 3 weeks
Brand playbook development
and implementation planning
Brand aspiration
synthesis
External/Internal
view development
Preliminary discussions and
kick-off workshop
Initial management team
interviews to identify early
hypotheses and ideas
Camp4 to improve
understanding of current
branding/marketing activities
Camp4 to syntheses client’s
internal view of brand
positioning and supporting
activities
Build understanding amongst
management of process and
resource requirements for
project duration
Competitive positioning review
through external data search
Internal stakeholder interviews
about brand positioning,
supporting activities and brand
aspirations
• Management
• Line employees
• Key Customers/ channel
partners
• Key vendors
In-depth review of product
sales data, customer service
processes and general
operations
Synthesize and review
preliminary findings with
management team
Identify currents strengths and
areas for development
needed to support proposed
positioning
Prioritize opportunities for
action
• Potential upside vs ease of
implementation (likelihood of
success)
Research and refine any
open issues from previous
phase
Develop two-pronged
playbook
1. Branding and
marketing activities
needed to build/
reinforce positioning
2. Operational changes/
improvements needed
to align with new brand
positioning
Identify implementation
team and develop workplan
• Establish timelines
• Identify metrics and targets
• Define success
7
Select samples of past branding work
We offer full service brand strategy and marketing support, combining strategic positioning,
operational consulting and creative execution
8
Branding work: Zantaz
Branding, website, advertising, collateral, direct mail, newsletters
9
Branding work: Medtronic
Branding, website, advertising, collateral, direct mail, newsletters
10
Branding work: Medtronic
Mobile strategy and app design
11
Branding work: Salt Lake Olympic Winter Games
Branding, advertising, print video
12
Branding work: Omni ID
Branding, website, marketing collateral, direct mail, newsletters
13
Branding work: Omni ID, continued
Branding, website, marketing collateral, direct mail, newsletters
14
Contact Camp4 for further information
To discuss any of Camp4’s services, please contact us anytime
Boyd Goodson
650-269-1845
Visit our website at www.camp4consulting.com