a winning brand in healthcare’s retail world repositioning.pdf · brand system position define...

A Winning Brand in Healthcare’s Retail World Define It. Package It. Live It.

Lindsay R. Resnick Chief Marketing Officer

A brand is more than just a logo or a slogan. It is an

organization’s image, its point of distinction and its

promise to everyone who experiences it—clients,

prospects and employees.

Defining Your Brand

“A brand for a company is like a reputation for a person.

You earn reputation by trying to do hard things well.”

– Jeff Bezos

© 2011 KBM Group CONFIDENTIAL & PROPRIETARY

http://www.amazon.com/exec/obidos/subst/home/redirect.html/ref=nh_gateway/103-1514073-5499816

Brand

System

Position

Define who YOU are

Marketing

Plan

Strategies

Tactics

Communicate who YOU are

Brand Position identity and value proposition to be actively communicated.

It includes a point of differentiation—which is either unique or can be owned in the

marketplace—that provides competitive advantage.

Brand System organization and application of a brand position across product

lines, service and business units to achieve clarity in product offerings, facilitate

awareness and help allocate resources.

Brand Objective


Awareness

[Rational]

Do you meet my needs? (Short list)

Do you meet my needs better than anyone else? (Win)

Do you deliver on your promises? (Retain)

1 Awareness

2 Familiarity

3 Consideration

4 Preference

5 Loyalty

Preference

[Emotional Rational]

Have I heard of you?

Do I know what you are? (Long list)

Perception

[Rational Emotional]

Loyalty

[Emotional]

Brand Continuum – Rational to Emotional

What makes a strong brand?

Believable Your brand should be based on reality and truth.

Can’t promise and not deliver.

Defendable Your brand should be one that only you can own.

Something your competitors can’t easily create.

Relevant Your brand should represent something your

audience cares about and/or wants.

Offer an emotional connection with customers.

Brand

Believable

Relevant Defendable

Elements of Brand Core Values Vision and Mission Position and Personality Value Proposition Name and Logo Voice and Tone

Brand Attributes


What makes for effective branding?

Connection Your brand should interact with your

audiences on an emotional level.

Consistency Your brand should be consistent regardless

of the touchpoint.

Context Your brand should interact with audiences

in appropriate ways, times and places.

Brand

Connection

Context Consistency

Elements of Branding Tagline Marketing/Advertising Customer Service Experience Collateral Materials/Websites Corporate/Employees

Brand Attributes


Top 5 Most Valuable Global Brands

Top 6 Health Insurance Brands

Rank Brand Value ($ million)

Brand Value (change from 2010)

1. Apple $153,285 +84%

2. Google $111,498 -2%

3. IBM $100,849 +17%

4. McDonald’s $81,016 +23%

5. Microsoft $78,243 +2%

6. Coca-Cola $73,752 +8%

7. AT&T $69,916 -

8. Marlboro $67,522 +18%

9. China Mobile $57,326 +9%

10. GE $50,318 +12%

Most Valuable Global Brands 2011

BrandZ, Millward Brown Optimor, a WPP company


living your brand

Brand is every aspect of the relationship a company has with its prospects & customers.

It’s the sum total of everything they see, hear, feel and experience as part of their

interaction with your company―every visual encounter, every telephone call, every

written word, every online exchange…every promise a you make.

Purpose

Vision

Mission

Values

Positioning

WHY we exist.

WHAT we aim to achieve.

HOW we plan to achieve our vision.

WHAT we stand for and HOW we behave.

HOW we differentiate from our competition.

Elements of Brand – Embedded Strategic Statements

Benefits

The VALUE we exchange with our customers.

"User Experience" encompasses all

aspects of the end-user's interaction with

the company, its services, and its products.

True user experience goes far beyond

giving customers what they say they want

and represents a seamless merging of the

services from multiple disciplines.

“Because of Zappos customer experience

we don’t spend a lot of money in marketing.

Most new customers come through word of

mouth, and most profits come from repeat

customers.

We started by asking ourselves what we

wanted this company to stand for. I wasn't

even into shoes…but I was passionate

about customer service.”

– Founder & CEO, Tony Hsieh

UX

brand

foundation

Brand Assessment

Research To Understand Current Brand

Audit stakeholders (customers, distributors, influencers) and gather competitive intelligence to build (or rebuild) brand platform

Brand Analysis & Brand System

Create a brand position and brand system architecture that best fits, now and for future organization, product and service considerations

Brand Communication and Expression

Develop brand messaging and creative execution to support brand position, drivers and communicators (spoken, written, and displayed)


Brand Report Card

Key Attribute 4-Critical Measures and Indicators of Performance

Customers’ Desires To what extent does your brand deliver benefits that customers truly desire?

Relevance To what extent does your brand stay relevant?

Value To what extent is pricing strategy based on consumers’ perceptions of value?

Positioning To what extent is your brand properly positioned?

Portfolio To what extent does the brand portfolio hierarchy make sense?

Integrated Marketing How well is brand coordinated across marketing activities to build equity?

Management To what extent do managers understand what the brand means to customers?

Support To what extent is the brand given proper support, and is it sustainable?

Monitoring To what extent does the company monitor sources of brand equity?


Your Position and Your Brand

• Define what you stand for.

• Establish why you are different.

• Articulate the value you deliver compared to competitors.

Empowered, engaged consumers will seek value and determine preferred brands

YOUR STRENGTHS

COMPETITOR WEAKNESSES

MARKET NEEDS

BRAND POSITION

• What are your comparative market advantages?

• What position do you own in the market?

• Why do you win–lose sales to competitors?

• Are you reaching the right prospects?

• What is your marketplace clutter buster?

• How has your brand changed in the last 3 years?

Determining Brand Position Ask The Tough Questions

Why YOU?

LIFETIME VALUE

Keep me a short time because you pay

me off…or have me around a long time

because I love what you stand for.


Brand Clarity

Create Unified Internal Voice

– Achieve clarity about how your company,

customers, products and services fit together

– Exploit commonalities to enhance market awareness and ROI

– Create distinctive family bond and image across business units and products

– Foster an image that projects the highest level of professionalism and competence

– Build a consistent perception and message by using “one voice”


Brand For The Future

Credible Will our customers and stakeholders believe it?

Relevant Will it resonate (and stick) with them?

Different Does it set the company apart from competitors?

Aspirational Does it take you far enough? Too far?

Actionable Can you consistently deliver on it?

Sustainable Does it have a long-shelf life? Can it continue to evolve?

“The definition of insanity is doing the same thing

over and over again...and expecting different results”

– A. Einstein


Brand Value It’s a Bottomline Issue

• Customers pay a premium for preferred brands 20%-25% more

• Brand helps with retention and loyalty Particularly when acquiring new customers is 5x cost of keeping existing ones!

• Brand pre-sells prospective customers

• Increases in brand equity builds company value

“There is only one boss: THE CUSTOMER. They can

fire everyone in the company, from chairman on down,

simply by spending their money elsewhere.”

— Sam Walton


"A product is something made in a factory…

…a brand is something that is bought by the customer.

A product can be copied by a competitor…

…a brand is unique.

A product can be quickly outdated…

…a successful brand is timeless.” ―S. King, WPP Group

WPP is the world leader in communications

services offering a comprehensive and

integrated range of relationship marketing,

advertising, media, digital, public relations,

and brand identity capabilities to national,

multinational and global clients.

Lindsay R. Resnick Chief Marketing Officer

KBM Group: Health Services

Phone 773.372.4961

Email [email protected]

Web KBMGhealth.com

Blog lindsayresnick.com

Twitter @ResnickLR

KBM Group: Health Services

Value

Drive down cost of acquiring

a customer

Improve customer retention

and loyalty

Engage healthcare consumers

to reduce costs and improve

outcomes

Capabilities

National Consumer Database

Data Analytics and Integration

Enterprise Database Management

Predictive Modeling and Segmentation

Strategic and Marketing Planning

Direct Response and Brand Positioning

Marketing and Sales Optimization

Creative Design and Campaign Execution

Digital, Online and Social Media

Tracking and Results Measurement

“Acquire with the intention to retain,

and retain with the intention to grow.” - Lester Wunderman

Marketing Solutions Across Healthcare’s Ecosystem


The Forrester Wave™:

US Database Marketing Service

Providers, Q1 2011

KBM Group delivers “strong capabilities

across the array of database, analytics,

data, strategy and operations.”

“KBM Group had the highest percentage

of clients responding that they are

extremely satisfied with ‘the strategic

contribution they make to our business.’”

Industry Recognition

The Forrester Wave™ is copyrighted by Forrester Research, Inc. Forrester and Forrester Wave™ are trademarks of Forrester Research, Inc.

The Forrester Wave™ is a graphical representation of Forrester's call on a market and is plotted using a detailed spreadsheet with exposed

scores, weightings, and comments. Forrester does not endorse any vendor, product, or service depicted in the Forrester Wave. Information is

based on best available resources. Opinions reflect judgment at the time and are subject to change.

WPP A worldwide network of powerful marketing brands

KBM Group Health Services designs, delivers

and manages integrated healthcare marketing

solutions to help clients identify, acquire, and

retain customers.

A team of experienced marketing professionals

bring unparalleled expertise in direct marketing,

database analytics, brand strategy, creative

execution, consumer engagement, sales integration, and digital services.

BETTER

RESULTS.

GUARANTEED.


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