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MHAIRI MACLEOD Managing Director at LUX

3 ways to kill your brand- Mhairi MacLeod

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MHAIRI MACLEOD

Managing Director at LUX

3 Ways To Kill Your Brand

1. Have no clear point of difference

THE FOLLOWING ARE NOT USPS

• “THE BEST” (NOT QUANTIFIED)• “THE TASTIEST” (SUBJECTIVE)• “JUST GREAT” (VAGUE)

STARTING POINTS FOR A STRONG USP

• “THE FIRST”• “THE OLDEST”• “THE ONLY”

So WHAT makes Drygate different?

Lots!

THE DRYGATE USP…

…THE UK’S FIRST EXPERIENTIAL CRAFT BREWERY

2. Doesn’t tell a story

GOOD STORIES…

…HAVE AN ELEMENT OF CONFLICT / OVERCOME ADVERSITY / CHALLENGE CONVENTION

GOOD STORIES…

…HAVE CHARACTERS PEOPLE CARE ABOUT

GOOD STORIES…

…SHOW DON’T TELL

So HOW does Drygate tell its story?

BUCKS CONVENTION

LIKEABLE CHARACTERS

SHOWS DOESN’T TELL

3. Have no voice

BRAND VOICE…

…EXPRESSES THE VALUES OF THE BRAND

BRAND VOICE…

…EXPRESSES THE PERSONALITY OF THE BRAND

BRAND VOICE…

…IS ADOPTED BY THE BRAND & ITS SPOKESPEOPLE TO TELL ITS STORY

So WHO tells the Drygate story?

DRYGATE’S SPOKESPEOPLE

How was the brand received by the press?

Highlights

OTS / OTH

11m people globally

AD SPEND

£149,363.00

ROI

3,294%+