pull brand innovation presents: the brand strategy and innovation workshop …€¦ · ·...

PULL Brand Innovation Presents:

The Brand Strategyand Innovation Workshopfor Startups and EmergingCompanies

creating bigger futures

2 PULL Brand Innovation creating bigger futures

Whatever startup brands are doing, chancesare they’re doing it for the first time. The firstpresentation to an investor, customer orimportant employee must be simple, clearand compelling–there are no second chances.

Developing a strong brand foundation is criticalto the early success of startups and emergingcompanies finding their way.


A startup enterprise faces many difficult challenges getting off the ground.For many early stage CEO’s assessing their priorities, product developmentand the seed money to grow are their primary concerns. Few if any arethinking much about the critical importance of brand building.

For CEOs leading startups and emerging companies, brand building needsto be as important to early business success as product development andraising money. You can have the most innovative, groundbreaking productever conceived, but if you can’t create a strong foundation for communicatingthat value to investors and the marketplace, chances are the business venturewon’t go far.

You don’t get a second chance tomake a good first impression.

This one-day intensive workshop hasbeen designed to help early-stageCEOs and their teams gain clarity andconfidence in the strategic and creativedecisions that effect the successful launchof their business.


Over the course of the workshop dayyou’ll build a strategic foundation formarketing success in your early stagebusiness through insight and focus inthese four critical areas:

To whom you marketYou can only create successful products or solutions when you know who themost fervent buyers will be. It’s critical to understand as much as you can aboutthe core target customer segment to whom the brand is intended to appeal.

Why they buyGrabbing the largest share of those customers’ wallets requires a completeunderstanding on what drives the target consumer to products in your space.Defining the context that will give the brand unquestioned relevance to thetarget customer against their illuminating needs, motivations, attitudes, andpreferences is essential for brand building success.

What makes your brand highly valued and difficult to substituteTo drive brand preference, the brand needs to represent a compelling andhighly emotional benefit to the target customer. This benefit must be relevant,differentiated and believable. How well you position your products/servicesdetermines whether your brand will make it into the hearts and minds of yourcustomer and dominate their spending patterns, and influence their loyalty.

How your brand competesYour brand equity, or the health of your brand, is a culmination of everyexperience customers have with your brand. These associations, attitudesand perceptions determine whether the brand will build a following of loyaladvocates who will be the first to try your new products.


The Brand Strategy Workshop for Startups and EmergingCompanies is designed for Founders and early stageCEOs facing these challenges:

• seeking new rounds of venture funding• naming and creating an identity for their new enterprise• introducing new products for the next level of growth• creating new marketing and communication strategies• planning to enter new markets or serve a new customer segment• planning to shift brand messaging and communication strategies

Drawing from more than two decades of brand building expertise, we designed the brand strategy andpositioning workshop specifically to help early stage CEOs: a.) identify new opportunities in themarketplace b.) calibrate their focus in raising venture capital c.) concentrate on creating bigger futuresfor their brand in a creative, collaborative and interactive setting.

Who should attend?

Our brand strategyworkshops are attended byearly stage Founders, CEOs,and their teams and aretypically held off-site and ata venue of your choosing.With no internal distractions,business teams will step awayfrom the urgency of runningtheir business and focus onthe important strategic andcreative decisions for creatingmore pull and influence inthe marketplace.


Workshop Executive Summary Report

The executive summary will serve as a basis for developing actionablecreative briefs guiding the brand team’s marketing communicationsinitiatives and marketing communications partners. The WorkshopExecutive Summary will include detailed descriptions of followingworkshop content:

• Brand Positioning Criteria• The Brand Mission and Vision• The Frame of Reference• Analysis of Drivers, Inhibitors, Opportunities and Threats.• Target Customer Segment Description• Target Customer Benefit Hierarchy• Behavioral Drivers / What Target Customers Value Most• Brand Positioning Framework• Final Brand Positioning Statement, Brand Essence, Brand Promise• Desired Target Customer Associations with the Brand• The Brand Essence• Strategic Imperatives and Next Steps for Marketing Implementation

At the conclusion of the Workshop, we preparea comprehensive executive summary documentingall strategic decisions and hypothesis that serve asa pathway toward implementing future marketingand communications programs.

Workshop Content


Brand Stories

When HP invented a new CD/DVDlabeling technology, we guided theproduct team to invent a new globalattribute product brand.

B2B Technology Products

Hewlett Packard / LightScribe Direct Disc Labeling

Strategic Brand Positioning, Naming,

Brand Identity, Brand Messaging

We created a startup retail grocery brandand an entirely new shopping experiencenow business is blooming!

Grocery Retail

Bloom Markets / Delhaize Group USA

Strategic Brand Positioning,

Brand Identity Design,

Brand Communications, Retail Presence

This facial aesthetics marketer createsa new product brand for women consumerswho want to look and feel fabulous.

Medical Products and Devices

Coapt Systems Inc. / Hydrelle Product Introduction

Strategic Brand Positioning, Brand Identity Design,

Marketing Communications

Grocery Retail

Bloom Markets / Delhaize Group USA

Strategic Brand Positioning,

Brand Identity Design,

Brand Communications, Retail Presence


Bringing new vitality to this emergingfunctional beverage brand, we helpedKeVita refresh its brand to set the stagefor its next level of growth.

Consumer Packaged Goods

Kevita Probiotic Drinks

Kevita Beverages LLC

Strategic Brand Development

We collaborated with this start-up marketerto create a new brand that reveals a 1000-year-old secret for health and beauty toconsumers in the US and Canada.

Consumer Packaged Goods

JavaJamu LLC

Strategic Brand Development

Brand Stories


This national retail facilities maintenancecompany reinvents itself as a foundationfor building a bright future.

Business to Business Services

DayStarUSA

Brand Strategy / Naming and

Corporate Identity Development

The leading publisher of RV travel andfamily campground directories elevatesits brand positioning and expression inthe face of a turbulent economy..

Travel and Tourism

Affinity Media Group

Woodalls North American Campground Directories

Strategic Brand Positioning, Brand Development

This early stage technology startup createsa new brand to help local business ownersconnect their business to high value customersanywhere they search online.

Internet Marketing / Local Business Services

Local Market Launch Media

Local Search Optimization

Strategic Brand Positioning, Brand Development

Brand Stories


Meet the Facilitator

Thomson DawsonManaging PartnerPULL Brand InnovationBrand Strategyand Creative Consultant

Thomson brings over 25 years of diverse strategic and creative experience to the art and scienceof brand development. Throughout his career, he has been a life-long entrepreneur, designer, writer,creative director and brand consultant to global and emerging companies in diverse industries.His strategic and creative consulting expertise has contributed significant revenue growth to over125 client organizations in North America and Europe.

As Founder and Managing Partner of his own brand consultancy, Thomson has guided branddevelopment, marketing and communications initiatives for such clients as Amway, Acura, Brunswick,Coleman, Delhaize USA, Energizer, Fellowes, Haworth, Herman Miller, Hewlett-Packard, Honda, LALAUSA, Jockey, Mannington Flooring, Micron Technology, Steelcase, Volkswagen, Wolverine Worldwideand X-Rite.

Thomson was the Founder and Principal of the Dawson+Company Creative Group, a leading corporatecommunications and design agency headquartered in Grand Rapids, Michigan. Dawson+Companywas internationally recognized for its award winning work in corporate identity development, branddevelopment, naming, corporate communications, marketing communications, branded environmentdesign, and retail packaging.

In 2003, in association with two executives from Landor Associates, he formed CurtisAlan Partners,a Chicago-based strategic brand consultancy focused exclusively on brand strategy and activationfor Fortune 500 clients. At CurtisAlan Partners, Thomson was the lead partner in developing thecreative brand development for Delhaize USA introduction of Bloom Markets. Bloom Markets is aninnovative grocery retail concept that started with three prototype stores, and has grown to over70 stores throughout the mid-atlantic region of the USA.

In 2008, Thomson formed PULL Brand Innovation, a Southern California based brand consulting firmspecializing in early stage brand development for venture funded startups and early stage companieswho are inventing new businesses, innovating new products, and bringing new value to the marletplace.

Thomson is an avid writer, speaker and thought leader on branding, enterprise strategy, value creationand professional development. He is editor and curator of “Influence by Design” from PULL BrandInnovation. He writes “The White Hot Center” a popular personal and professional developmentblog for early stage entrepreneurs and solo professionals. He is also co-author of the highly acclaimedBranding Strategy Insider blog, one of the 50 top branding blogs according to Advertising Age.

Thomson graduated from Ferris University Kendall College of Design in Grand Rapids, Michigan.Thomson lives and works in a small orange grove in Ojai, California.


About PULL Brand Innovation:

Our purpose is to help leaders of early stage and emerging companiesdiscover and define what their brand must stand for in order to influencepeople and lead the market, and what it will take for them to get therein the early planning phases of:

inventing a new businessintroducing new productstransforming under-performing brands

PULL Brand Innovation is a collective of highly experienced people whocome together to help emerging companies gain greater clarity andconfidence in the strategic and creative decisions that impact competitiveadvantage and lay the foundations for their business success.

Our senior partners have decades of experience providing expertise inmarket research, brand strategy, brand development and design, brandmessaging and communications. We’ve designed our methods to enablegrowing business to benefit from a highly strategic and sophisticatedbranding approach.

Anywhere your brand is seen, heard, or experienced, we collaborate withleaders and teams to elevate the quality of your brand’s presence andinfluence in the marketplace. Nothing is more rewarding thana collaboration that turns new possibilities into achievement.

We specialize in what’s next.

Booking Information

Contact:

Thomson Dawson

[email protected]

805 640 3920 office

805 886 5902 cell

www.pullinc.com

1015 West El Roblar Drive

Ojai, California 93023 USA

pull brand innovation presents: the brand strategy and innovation workshop …€¦ · ·...

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