keller boot camp 2 differentiation
TRANSCRIPT
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The goals of the Bootcamp• At the end of the six months
to have gone through the principles of the model
• To apply many of these to real world situations and to our own businesses
• Create a competitive advantage for your business
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Brand Equity“The value that is generated directly from the buying process as stimulated by the visible or invisible connections a client has through their awareness of and trust for the brand.”
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How it happensIn order to build a strong brand, you must shape how customers think and feel about your product in a positive way.• Awareness• Experiences• Feelings • Beliefs• Opinions• Perceptions
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Refresh
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Objectives for today• Understand Brand Salience
• Your Uniqueness• Understand how
you are perceived
• Segmentation• Brand is culture
– building a team through
apprenticeships
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Attaining Brand Salience‘Connecting your brand emotionally to your client at the point of buying’
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Who are you?
Perceptions
Values
Identity
Sweet Spot
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Your Uniqueness• What really matters
to your customers?• What characteristics
do your customers’ value?
• How do your competitors’ compare?
Look to survey
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What do I do that shines?
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Value Created – Cost of Value created = MARGIN
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SegmentInto Common
• Needs• Wants• Priorities
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Analyse
• Geographic• Demographic• Psychographic
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At this point• How do people
perceive your brand?
• Are there any perceptual problems?
• If not – can you enhance your message?
• If there are – how can you adjust your message and actions?
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SalienceAt that moment being the only brand people remember
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TEAMSTogetherEveryone AchievesMore
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Laura Brookes, Public Sector Engagement
Manager
Ginger Nut Training