Transformational Power of Branding

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The Transformational Power of Branding

Jay OlsonBrand & Marketing StrategistQuad/Graphics Creative Services

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Why are you here today?

To achieve greater competitive advantage

To grow the value of your business

To invest in your future

December 7-8 2010 AFS Marketing & Selling of Casting Conference

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Agenda

What is a brand?

Why branding is important in B2B markets

Examples of successful B2B brands

How to build a leading B2B brand

Case studies

Q&A

About the presenter


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What is a brand?

A promise

A totality of perceptions

A shorthand for making good choices

A business tool


Sources: B2B Brand Management by Philip Kotler, 2006; The Brand Gap,by Marty Neumeier, 2006

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What is brand equity?

Benefits:

Increased profitability

Reduced vulnerability

Premium price

New product acceptance


BrandEquity

Awareness

Image

Preference

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Common myths

Branding is not important in B2B markets

B2B purchases are based on cold logic

Emotive appeals are unimportant in B2B markets


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Why is branding important in B2B?

Incremental price premium

Strong strategic competitive advantage

Produce true economic value

Emotive propositions resonate with decision makers

Business people buy the brands they trust

Branding is even more important in B2B!


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Noise

We help customers solve their metal challenges worldwide.

We work with you to define your needs and improve your products.

Unique in the diversity of the casting and metalworking process.

A partner for innovative thinking, real value and reliable results.

Expansive technical knowledge backed by a proven commitment to customer satisfaction.

We deliver high quality parts, on schedule and at a good value.


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Why branding in B2B?

Today’s B2B customers may articulate their need for ROI, lower price & higher product performance. But, what do they really want?

> To avoid doing business with an Enron

> To do business with people they trust

> To buy from a leader

You never get fired for buying IBM

Source: “It’s a Fact: Strong Brands Drive B2B Markets,” by Kevin Randall,Brandchannel, 4/14/2006


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Why is branding important to you?

If you are the President/CEO

Puts the face on your vision & business strategy

Builds long-term profitability & asset value

If you are in Marketing or Sales

Creates the foundation for everything

Winning the battle for your buyer’s attention


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Successful B2B brands


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Most valuable B2B brands

Rank Brand Country Sector Brand value ($b)1 Coca Cola U.S. Beverages 70.52 IBM U.S. Business services 64.73 Microsoft U.S. Computer software 60.94 Google U.S. Internet services 43.65 GE U.S. Diversified 42.86 McDonald's U.S. Restaurants 33.67 Intel U.S. Electronics 328 Nokia Finland Electronics 29.59 Disney U.S. Media 28.7

10 Hewlett-Packard U.S. Electronics 26.9

BEST GLOBAL BRANDS 2010

Source: Interbrand


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A successful small brand

Acme Brick

84% brand preference

An extra ten cents on the dollar

A 13-fold return on marketing

Source: Marketing News


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To build a leading B2B brand

1. Make the case for change

2. Vision & leadership

3. Analyze the gap

4. Position your brand

5. Create the magic

6. Build with flawless execution

7. Measure your success


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#1 – Make the case for change

Business case:

Need & benefits

Scope & impact on corporate resources

Downside


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Reasons for rebranding

Rapid business growth

Outdated or inconsistent brand image

Changing economic conditions

Acquisitions/mergers

Changes in leadership

New products/services/markets/channels

Preparing to go public, spin off or be sold


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#2 – Vision & leadership

Articulate your vision

Communicate it to your employees with clarity & understanding

Empower your employees to deliver differentiating & compelling customer experiences

Rally the troops


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#2 – Vision & leadership

1. CEO is a highly visible brand cheerleader

2. CEO understands the benefits

3. The organization is focused on building a single, global corporate brand

4. Marketing ROI is rigorously measured

5. Company websites are seamlessly integrated to present a consistent face


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#3 – Analyze the gap

Customer analysis Competitive analysis Self-analysisMotivation Messaging Existing brand image

Usage Positioning Brand heritageUnmet needs Strengths Strengths/capabilities

Decision priorities Strategies Organizational valuesBrand associations Vulnerabilities

BRAND AUDIT


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#4 – Position your brand

Brandidentity

Brandarchetype

Valueproposition

BrandPositioning


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Product attributes

Quality/value

Users/uses

Core values

Brand personality

Relationships

Visual imagery/metaphors

Brand heritage

Source: Building Strong Brands, David A. Aaker, 1996

Brandidentity

Brandarchetype

Valueproposition

BrandPositioning


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12 archetypes hardwired in our brains at the collective unconscious level

Source: Hero & the Outlaw, by Margaret Mark & Carol S. Pearson, 1976

Brandidentity

Brandarchetype

Valueproposition

BrandPositioning


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Change

Stability

Community Individuality

CAREGIVERNurturing,

CaringRULERPower,

Authority

CREATORInnovative,

Creative

EXPLORERAdventure, Exploration

SAGE/MENTORIntellectual,

Curiosity

INNOCENTPurity, Renewal

MAGICIANTransformation,

Self-Improvement

HEROCourage,

Determination

OUTLAWRebel,

Flaunt Convention

JESTERFun,

Spontaneity

REGULAR GUY/GALLoyalty,

Dependability

LOVERAttraction, Sensuality

Motivations


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Purchase decision drivers:

Functional benefits

Emotional benefits

Source: Building Strong Brands, David A. Aaker, 1996

Brandidentity

Brandarchetype

Valueproposition

BrandPositioning


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Primary brand archetype

Subset of your brand identity & value proposition*

Target audience & key points of differentiation*

* Building Strong Brands, David A. Aaker, 1996

Brandidentity

Brandarchetype

Valueproposition

BrandPositioning


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#5 – Create the magic

Creates the overall look & feel, tone & manner

Logo, brand identity, color palette & tagline development

Conceptual development of your new web presence/ sales literature/other marketing materials


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#6 – Build with flawless execution

The real challenge:

Winning the battle for attention

Making it through the WIIFM filter

Source: “The New B2B Marketing Manifesto,” Velocity


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#6 – Build with flawless execution

Overcoming the six second factor:

Title – Does it stop your busy target reader?

Subtitle – Does it promise something of interest?

Design – Is it a quick read?

Landing page – Does it communicate a resonating value proposition & substantiate your claims

Source: “The New B2B Marketing Manifesto,” Velocity


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#7 – Measure your success

Key performance indicators:

Premium price

Customer franchise

Rate of new product acceptance

Net-advocate score

Source: Measure what matters, Laura Patterson, VisionEdge Marketing, 2004


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CASE STUDIES

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Quad/Graphics Special Interest Publications Group

Company & situation overview:

New market

New sales force & dedicated mgt. team

Need for baseline to measure awareness & perceptions


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Solution:

Brand audit

> Quantitative benchmark study

> Internal brand audit

> Competitive assessment

New brand position & marketing communications plan


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Brand archetype: Caretaker

Brand essence: Do what you do best

Brand position: QuadSIP resets the standards for the industry in print quality & customer care, and enables special interest publishers to do more by freeing their time to focus on their core competencies.


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Results:

Awareness more than doubled within the 1st year

Perceived as the top brand in printing for quality & innovation

100+ new customers within the 1st year of operation


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International Design Guild

Company & situation overview:

Alliance of 100 high-end floor covering showrooms

Products sold to interior designers & luxury consumers

Looking to broaden its niche

Lack of buy in & sell through


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Solution:

Brand audit

> In-depth interviews

> Internal brand audit

Updated brand positionings & brand-building strategy

New website and marketing materials


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Dabbieri Signature Collection

Brand archetype: Creator

Brand essence: Envision the possibilities

Brand Position: The industry’s largest selection of designer-driven, high-quality flooring products, so interior designers & luxury consumers can create their own unique vision of style, elegance & sophistication.


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Results:

Product lines were successfully broadened & adopted by showroom owners

Showroom traffic & sales increased

Membership continued to climb


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Q&A


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Thank you!


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About the presenterBrand & marketing strategist,Quad/Graphics Creative Services

Career background Phoenix Marketing Group (Principal) C.A. Muer/ Corp. (Director of Marketing) Marcus Restaurants (VP of Marketing) Ralston Purina Company

(Director of Marketing, Restaurant Division)

San Jose State University

Michigan State (honorary faculty member)

DMA (DM & interactive mktg. certification)

Presenter at AMA & other leading organizations on the topics of branding, interactive strategy & integrated marketing communications


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Contact Information

Jay Olson

Brand & Marketing Strategist

Quad/Graphics Creative Services

[email protected]

Direct: (414) 566-7053

Cell: (262) 703-0330


mailto:[email protected]