branding is primal: webinar
DESCRIPTION
TRANSCRIPT
BRANDING IS PRIMAL
CREATING A MORE POWERFUL BRAND
| April 19, 2011
Prepared and submitted by:
BURNS MARKETING COMMUNICATIONS
www.burnsmarketing.com970.203.9656
ABOUTUS
Edward Smithwick_Account strategy director_ Emory University, M.B.A._ GlaxoSmithKline, Waterpik,
Georgia-Pacific
Alanna McLeod_Brand strategist_Carleton College, B.A. in cognitive science
WHAT WEWILL
COVER
Why brand?How to find your brand?Ways to craft meaningful brand strategies?
BRANDVALUE
WHAT ISA
BRAND?
WHAT IS A BRAND WORTH?
WHAT IS A BRAND WORTH?
WHAT IS A BRAND WORTH?
Sales: $63 billion
$65 billion
WHAT IS A BRAND WORTH?
Sales: $63 billion
Market cap: $214 billion
5-year stock performance: -7%
$65 billion
$313 billion
+468%
BRANDING IS
HUMAN
BRANDING IS
PRIMAL
BRANDING IS
NECESSARY
BRANDING IS
HOW WE SELECT
BRANDING IS
INEVITABLE
BRANDING IS
INEVITABLE
SHOULDYOU
BRAND?
SHOULDYOU
BRAND?
WHAT ISYOUR
BRAND!
HOW TO FINDYOUR BRAND
GREAT BRANDS
START WITH
INSIGHT
WHAT ISINSIGHT?
Not…_Facts, data, statistics_Demographics, psychographics_Or even behavior
Insight is the driver of the behavior._A unique understanding of the motivations that influence what people do, how they think, and how they feel.
_This insight can be leveraged into a stronger connection with your audience.
_Insight is a powerful differentiation opportunity.
BRILLIANT
INSIGHT
DOVECONNECT
ED
FINDINGINSIGHT
Internal discoverySecondary researchPrimary research
Curiosity, awareness, smart questions
SOULSEARCH
SOULSEARCH
SOULSEARCH
WHAT IS EVERYONE ELSE SAYING?
CUSTOMERCONVERSA
TIONS
CUSTOMERCONVERSA
TIONS
WHAT WOULD BE LOST IF BRAND X WENT AWAY
COMPETITIVE
ASSESSMENT
BRAND AUDIT
THE MIRROR & THE WINDOW
INSIGHTDISCOVE
RY
BRANDIMPACT
TYPES OF BRANDS
RationalEmotionalEvangelical
RATIONAL
BRAND
RATIONAL
BRAND
EMOTIONAL
BRAND
EMOTIONAL
BRAND
EVANGELICAL
BRAND
EVANGELICAL
BRAND
CONCLUSION
QUESTIONS?
CONTACT
BURNS MARKETI
NG
Have more branding questions? Contact us:
Edward SmithwickAccount Strategy Director
Burns Marketing Communicationswww.burnsmarketing.com