Download - Brand Planning Overview with Examples
What's the Idea? www.whatstheidea.com
Brand Strategy Overviewwith Examples
February 27, 2014
What's the Idea? www.whatstheidea.com
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?
What's the Idea? www.whatstheidea.com
Were we Microsoft or P&G?
We would start out with a multivariate statistical analysis.
What's the Idea? www.whatstheidea.com
Then we’d then build a regression analysis.
What's the Idea? www.whatstheidea.com
And finally we’d create a cluster map.
What's the Idea? www.whatstheidea.com
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
What's the Idea? www.whatstheidea.com
1. Target Care-abouts
What's the Idea? www.whatstheidea.com
2. At what is the brand great?
• Product Innovation• Competitive price• Service• Execution• Results • Vision
What's the Idea? www.whatstheidea.com
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.
What's the Idea? www.whatstheidea.com
A Brand Strategy
One claim, three support planks.
What's the Idea? www.whatstheidea.com
A brand strategy is not a tagline.(It’s an organizing principle anchored to an idea.)
What's the Idea? www.whatstheidea.com
The Problem With Brands
What's the Idea? www.whatstheidea.com
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?
What's the Idea? www.whatstheidea.com
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)
What's the Idea? www.whatstheidea.com
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
What's the Idea? www.whatstheidea.com
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
What's the Idea? www.whatstheidea.com
For further explanation, context and case backgrounds email [email protected]