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A R C S 3 6 0 ° B R A N D S T R A T E G I E S

3 6 0 ° B R A N D S T R A T E G YSIMPLIFYING COMPLEX BUSINESS ISSUES

- 1 -

“ BRAND MARKETING THAT CONSIDERS THE POSITIVE IMPACT OF EVERY POSSIBLE BRAND TOUCH-POINT “




V I T A L B R A N D T O U C H P O I N T S

ENDCUSTOMER

MEDIA / INFLUENCER

S

PROFESSIONAL ADVISORS

/FINANCIERS

STOCKISTS / DISTRIBUTO

RS

STAFF / SUPPLIERS

ALLIED TRADES

ie: FASHION

PROFITABILITYMARKETABILITY

QUALITYMKTG SUPPORT

SUPPLY CONTINUITY

INTERNATIONAL MARKETS /

WWW

TRADE / INDUSTRY

COMPETITION

UNIQUENESSDIFFERENT

NEW / BETTER / HAS

a STORYCREDIBILITY

ROIBUSINESS STRATEGY

COMMITMENTORGANIZATION

VALUEAPPEARANCE /

QUALITYFAIR-TRADE

ENVIRONMENTALCRAFTSMANSHIP

QUALITY / NOVELTY

REPUTATIONPRICE /

UNIQUENESS

ON-TRENDDESIRABLE

COMMUNICATION /

INCLUSIONDEMANDSUCCESS

VALUEAPPEARANCE /

QUALITYFAIR-TRADE


SOURCEIe: LONDON

J P

S

T H E B R A N D




B R A N D T O U C H P O I N T S A N D T H E B O T T O M L I N E

WHY ARE BRAND TOUCH POINTS VITAL?

• BECAUSE EVERY TOUCH POINT INFLUENCES IN SOME WAY• SO EVERY POINT OF INFLUENCE NEEDS TO REINFORCE A

POSITIVE MESSAGE TO THAT PERSON OR GROUP• BECAUSE THAT PERSON OR GROUP WILL PASS ON THEIR

IMPRESSION OF THE BRAND TO OTHERS – BASED ON WHAT THE PRODUCT OR BRAND HAS DONE FOR THEM, PERSONALLY

• THAT’s WHAT SPREADS AWARENESS• AND THAT AWARENESS ALWAYS NEEDS TO BE POSITIVE

WHY?BECAUSE POSITIVE CREATES SUPPORT and DEMAND

and REVENUES,RATHER THAN DERISION, LACK OF INTEREST or ABANDONMENT FOR THE BRAND




A L O G O I S N O T A B R A N D

ITS NO GOOD JUST TO SHOW PEOPLE A LOGO OR A PRODUCT AND EXPECT THEM TO LOVE YOUR BRAND *

• A BRAND / PRODUCT NEEDS TO DELIVER SOME PERSONAL BENEFIT TO EVERYONE IT TOUCHES

* … ENOUGH TO PURCHASE IT !




DISCUSSION

WHAT’S IMPORTANT TO THE END CUSTOMER?

• THEY ARE THE PRINCIPAL MARKET FOR YOUR PRODUCT / BRAND

• BRAND NEEDS TO CONVEY SOMETHING THAT ENDEARS THEM TO YOUR PRODUCT, THAT MAKES THEM FEEL GOOD ABOUT OWNING IT, THAT HELPS THEM JUSTIFY MAKING IT THEIRS, AND WHICH DOES SOMETHING POSITIVE FOR THEM, PERSONALLY

• THE CUSTOMER ALSO NEEDS TO FEEL THEY CAN ACQUIRE ALL THE ABOVE FOR GOOD VALUE

… OTHERWISE THEY JUST WONT BUY IT !




DISCUSSION

WHAT’S IMPORTANT TO THE STOCKIST / DISTRIBUTOR?

• THEY ARE THE PRINCIPAL MOVER FOR YOUR PRODUCT / BRAND

• THEY NEED TO BE CONVICED YOUR BRAND AND PRODUCT WILL SELL; THE BRAND NEEDS TO GIVE THEM CONFIDENCE THAT THEY WILL MAKE A PROFIT WITH IT; THAT YOUR BRAND WILL POSITIVELY RATHER THAN NEGATIVELY AFFECT THEIR OWN REPUTATION; AND THAT YOUR BRAND AND PRODUCT IS SOMETHING THAT THEIR CUSTOMERS WILL WANT

• THEY MUST ALSO BE CONVINCED OF YOUR RELIABLE SUPPLY OF THE PRODUCT, AND THAT YOU WILL HELP THEM TO MAKE MONEY WITH IT (MARKETING SUPPORT)

… OTHERWISE THEY JUST WONT STOCK/DISTRIBUTE IT !




DISCUSSION

WHAT’S IMPORTANT TO THE MEDIA and INFLUENCERS?

• THEY CAN GET YOUR BRAND MESSAGE OUT TO THE MASSES – THEY’RE YOUR KEY MULTIPLIER

• THEY NEED TO BE ABLE TO TELL A STORY ABOUT YOUR BRAND, PRODUCT, BUSINESS, or PERSONALITY. THEY NEED THE PRODUCT TO LOOK, OR FEEL NEW, DIFFERENT, or UNIQUE SO THEY CAN DIFFERENTIATE IT FROM OTHERS, AND IT WOULD BE A BONUS IF THEY COULD SEE THAT CELEBRITIES or FAMOUS / CREDIBLE PEOPLE LIKE YOUR PRODUCT

• AND THEY NEED TO FEEL THEIR VIEWERS / READERS WILL APPRECIATE AND HAVE AN INTEREST (RELEVANCE) IN YOUR PRODUCT/BRAND

… OTHERWISE THEY JUST WONT TALK ABOUT / PROMOTE IT !




DISCUSSION

WHAT’S IMPORTANT TO YOUR STAFF and SUPPLIERS?

• THESE ARE THE PEOPLE THAT HELP YOU CREATE YOUR PRODUCT AND BRAND

• THEY NEED TO KNOW THEIR CONTRIBUTION IS VALUED; THAT THEY ARE PART OF A SUCCESSFUL PRODUCT OR BRAND, WHICH CAN ACHIEVE A GROWING DEMAND …. ALL THESE THINGS WILL HELP THEM JUSTIFY MORE EFFORT, ATTENTION TO DETAIL AND QUALITY, WHICH WILL BENEFIT YOUR END PRODUCT AND BRAND REPUTATION

• THEY ALSO NEED TO HAVE POSITIVE IMPRESSION THAT DEMAND FOR THE BRAND/PRODUCT HOLDS POTENTIAL FOR THEIR LONG TERM EMPLOYMENT

… IF YOU CAN’T OR DON’T COMMUNICATE THESE ASPECTS, THEY WON’T CARE, AND THEY’LL GIVE GREATER EFFORT TO OTHERS !




DISCUSSION

WHAT’S IMPORTANT TO ALLIED or ANCILLIARY TRADES?

• POTENTIAL SECONDARY OR REFERRAL MARKETS FOR YOUR PRODUCT / BRAND

• BRAND NEEDS TO BE ON-TREND, IN KEEPING WITH WHATS GOING ON IN THE ALLIED TRADE; PERCEIVED AS COMPATIBLE RATHER THAN COMPETITIVE WITH PRODUCTS AND BRANDS ALREADY THERE. CUSTOMERS OF THE ALLIED TRADE NEED TO JUSTIFY THE NEED TO ADD YOUR PRODUCT OR BRAND TO THEIR ACQUISITIONS, AND FEEL THAT OWNING/USING IT IS BOTH DESIRABLE, AND WILL BENEFIT THEM PERSONALLY

… OTHERWISE THEY WONT PROMOTE YOU: THEIR CUSTOMERS WONT BUY IT !




DISCUSSION

WHAT’S IMPORTANT TO YOUR INDUSTRY and COMPETITION?

• THEY’RE KEY BRAND PERCEPTION INFLUENCERS WITHIIN YOUR TRADE

• HOW COMPETITORS MARKET THEMSELVES AGAINST YOUR BRAND IS IMPORTANT TO YOUR REPUTATION. THE UNIQUENESS OF YOUR PRODUCT IDEAS (CREATIVITY) IMPACTS POSITIVELY OR NEGATIVELY ON COMPETITION. AND HOW YOUR PRODUCT QUALITY STACKS UP AGAINST THE INDUSTRY IS IMPORTANT TO OVERALL INDUSTRY REPUTATION.

• YOU’RE NOT LOOKING TO DO SOMETHING POSITIVE FOR YOUR COMPETITORS – BUT THEYRE PART OF YOUR TRADE, AND YOUR BUSINESS NEEDS TO BE PERCIEVED POSITIVELY WITHIN YOUR INDUSTRY

… OTHERWISE THEY’LL JUST ‘DIS’ YOU !




DISCUSSION

WHAT’S IMPORTANT TO INTERNATIONAL and WWW MARKETS?

• THE WEB AND THE WORLD ARE EXPANSION MARKETS FOR YOUR PRODUCT / BRAND

• BRAND NEEDS TO CONVEY SOMETHING THAT ENDEARS THEM TO YOUR PRODUCT, THAT MAKES THEM FEEL GOOD ABOUT OWNING IT, THAT HELPS THEM JUSTIFY MAKING IT THEIRS, AND WHICH DOES SOMETHING POSITIVE FOR THEM, PERSONALLY. AND THEY NEED TO FEEL THEYRE GETTING PREMIUM QUALITY CRAFTSMANSHIP FROM A RELIABLE AND HIGHLY REPUTED SOURCE

… OTHERWISE THEY JUST WONT BUY IT !




DISCUSSION

WHAT’S IMPORTANT TO PROFESSIONAL ADVISORS and BANKERS?

• THESE GUYS CAN HELP FUND YOUR BUSINESS GROWTH … OR NOT !

• THEY NEED TO BE CONVINCED THAT YOU’RE ORGANISED, COMMITTED, AND HAVE GOOD BRAND/BUSINESS STRATEGY. BANKERS WANT TO KNOW YOUR PRODUCT/BRAND IS PROFITABLE: INVESTORS WANT TO BE SURE THERES VALUE IN GROWING YOUR BUSINESS … AND ALL WANT TO SEE REAL POTENTIAL FOR RETURN ON INVESTMENT IN ORDER TO MAINTAIN THEIR SUPPORT.

… WITHOUT THEIR SUPPORT, YOU MAY FLOUNDER !




B R A N D T O U C H P O I N T S A N D T H E B O T T O M L I N E

IF YOUR BRAND AND PRODUCT DELIVERS THESE PERSONAL BENEFITS TO EVERY ELEMENT* OF YOUR BRAND TOUCH POINTS …

… THE SUPPORT, POSITIVE MESSAGING, EFFORTS TO HELP YOU BUILD A BETTER PRODUCT, AND GROW YOUR MARKET WILL CREATE AN OVERWHELMINGLY POSITIVE EFFECT ON YOUR

BUSINESS BOTTOM LINE > SALES

BUT BEWARE OF MISSING OUT ON JUST ONE OF THEM: IT’S LIKE GETTING A FLAT TYRE ON YOUR CAR: IT’S A RELATIVELY INSIGNIFICANT TECHNICAL ISSUE TO GET A SMALL NAIL IN YOUR SIDEWALL, BUT YOU’RE COMPLETELY IMMOBILISED ANYWAY




V I T A L B R A N D T O U C H P O I N T S

ENDCUSTOMER

MEDIA / INFLUENCER

S

PROFESSIONAL ADVISORS

/FINANCIERS

STOCKISTS / DISTRIBUTO

RS

STAFF / SUPPLIERS

ALLIED TRADES

ie: FASHION

PROFITABILITYMARKETABILITY

QUALITYMKTG SUPPORT

SUPPLY CONTINUITY

INTERNATIONAL MARKETS /

WWW

TRADE / INDUSTRY

COMPETITION

UNIQUENESSDIFFERENT

NEW / BETTER / HAS

a STORYCREDIBILITY

ROIBUSINESS STRATEGY

COMMITMENTORGANIZATION

VALUEAPPEARANCE /

QUALITYFAIR-TRADE


QUALITY / NOVELTY

REPUTATIONPRICE /

UNIQUENESS

ON-TRENDDESIRABLE

COMMUNICATION /

INCLUSIONDEMANDSUCCESS

VALUEAPPEARANCE /

QUALITYFAIR-TRADE


SOURCEIe: LONDON

J P

S

T H E B R A N D




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