day 3 profiling and protection
TRANSCRIPT
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B R I A N W S T E E Ldeveloping higher performance
Starting in BusinessCustomer profiling, brand power, protecting ideas
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B R I A N W S T E E Ldeveloping higher performance
Profiling customers
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B R I A N W S T E E Ldeveloping higher performance
Profiling customers
Profiling helps you:
Manage your customer database.
Build stronger customer relationships.
Manage your credit portfolio and level of credit risk.
Create more successful marketing campaigns.
Acquire the most profitable kinds of prospects.
Build a powerful Brand.
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B R I A N W S T E E Ldeveloping higher performance
Profiling customers
Know your customers:
Probably the most powerful information you will ever hold
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B R I A N W S T E E Ldeveloping higher performance
Profiling customers
Classless society?
Marketing discriminates on all manner of levels including age, sex, class and a whole lot more
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B R I A N W S T E E Ldeveloping higher performance
Profiling customers
![Page 7: Day 3 profiling and protection](https://reader035.vdocument.in/reader035/viewer/2022062514/55896b64d8b42a9c4f8b45eb/html5/thumbnails/7.jpg)
B R I A N W S T E E Ldeveloping higher performance
Profiling customers
![Page 8: Day 3 profiling and protection](https://reader035.vdocument.in/reader035/viewer/2022062514/55896b64d8b42a9c4f8b45eb/html5/thumbnails/8.jpg)
B R I A N W S T E E Ldeveloping higher performance
Profiling customers
![Page 9: Day 3 profiling and protection](https://reader035.vdocument.in/reader035/viewer/2022062514/55896b64d8b42a9c4f8b45eb/html5/thumbnails/9.jpg)
B R I A N W S T E E Ldeveloping higher performance
Profiling customers
![Page 10: Day 3 profiling and protection](https://reader035.vdocument.in/reader035/viewer/2022062514/55896b64d8b42a9c4f8b45eb/html5/thumbnails/10.jpg)
B R I A N W S T E E Ldeveloping higher performance
Profiling customers
![Page 11: Day 3 profiling and protection](https://reader035.vdocument.in/reader035/viewer/2022062514/55896b64d8b42a9c4f8b45eb/html5/thumbnails/11.jpg)
B R I A N W S T E E Ldeveloping higher performance
Profiling customers
![Page 12: Day 3 profiling and protection](https://reader035.vdocument.in/reader035/viewer/2022062514/55896b64d8b42a9c4f8b45eb/html5/thumbnails/12.jpg)
B R I A N W S T E E Ldeveloping higher performance
Profiling customers
![Page 13: Day 3 profiling and protection](https://reader035.vdocument.in/reader035/viewer/2022062514/55896b64d8b42a9c4f8b45eb/html5/thumbnails/13.jpg)
B R I A N W S T E E Ldeveloping higher performance
Profiling customers
![Page 14: Day 3 profiling and protection](https://reader035.vdocument.in/reader035/viewer/2022062514/55896b64d8b42a9c4f8b45eb/html5/thumbnails/14.jpg)
B R I A N W S T E E Ldeveloping higher performance
Profiling customersDescribe one personWhat genderWhat ageWhere do they liveWhat do they live inWhat do they do for a livingWhat do they particularly likeWhat do they particularly dislikeWhat does the customer want from youWhat commons characteristics are required
What are the customers imperativesWhat do customers valueHow are they likely to find out about youIs the cost of particular concernList the ways in which you can reach, contact and communicate with your target customer.
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B R I A N W S T E E Ldeveloping higher performance
The Power of the Brand
You don’t have to look too far to see just how powerful and valuable a brand can be.
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B R I A N W S T E E Ldeveloping higher performance
Building the brand
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B R I A N W S T E E Ldeveloping higher performance
Building the brand
$15 bn
$9.5 bn
$67 bn
$14 bn
$11 bn
$120 bn
$12 bn
$183 bn$13 bn
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B R I A N W S T E E Ldeveloping higher performance
Building the brand
One of the 18,000 livery cabs which will serve Northern Manhattan, Queens, The Bronx, Brooklyn, and Staten Island
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B R I A N W S T E E Ldeveloping higher performance
Building the Brand
Screwing
up
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B R I A N W S T E E Ldeveloping higher performance
Building and protecting your brand
So what are you going to do???
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B R I A N W S T E E Ldeveloping higher performance
Types of Intellectual Property [IP]
Copyright
Trade Mark
Design Rights
Patent
Building and protecting your brand
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B R I A N W S T E E Ldeveloping higher performance
Copyright ©
Common right in UK Lasts for 70 years past death of originator Covers all written and 2 D creative work, manuals, letters, instructions, pictures, designs, photographs, software programmes, graphics, books etc. Costs nothing in UK
Building and protecting your brand
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B R I A N W S T E E Ldeveloping higher performance
Trade Mark ®
Can be re-registered with IPO indefinitely Can be word, phrase, sound, shape, logo, symbol, signature, image, design or combination of them. Registers products in 11 classes for services and 34 classes for products Has to be distinctive to qualify for registration Costs around £200 or £170 on-line.
Building and protecting your brand
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B R I A N W S T E E Ldeveloping higher performance
Design
3 D shapes including relief patterns on objects The shape and key characteristics of a product Unregistered – common right – lasts for 15 years. Registered lasts for 25 years with renewal fees every 5 years. Semi-conductors governed by separate legislation 10 years protection Costs £60 per design
Building and protecting your brand
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B R I A N W S T E E Ldeveloping higher performance
Patent
Original equipment, product, component, new process etc. That is proven to work. Cover for 20 years Has to be renewed every 5 years Costs range from £3,000 to £5,000
Building and protecting your brand