threesixty - branding as a driver of business growth

BRANDING AS A DRIVER OF BUSINESS GROWTH Building a business on your ideas

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Presentation

Introduction What is branding Nualight Case Study

WE ARE THREESIXTY.

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At a glance. Established in 2000 in Kilkenny Specialist B2B strategic branding

agency 3 core functions > Positioning Strategy /

Creative Branding / Marketing Communications

Multi award-winning creative team 2006; developed own branding process,

Fast Branding.

We are B2B Brand Specialists who help our clients to develop competitive advantage, create customer growth and win market leadership.

QUICK AND DIRTY GUIDE TO BRANDING.IN FOUR SLIDES.

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Your brand is not your logo, name or visual style.

These iconic brands look the same as they did when they were successful, but they mean something different to us now.

How it all began…

It’s not what you think it is…

How it all began…

it’s what they think it is…

Branding is simply a tool that we can use to build perception.

Who. What. How.

so what makes a

successful brand?

1. A higher purpose

2. A bold no. 1 claim

3. Clear differentiaton

4. Unity of purpose

5. Shared values

6. Creative magic

NUALIGHT CASE STUDY

MISSIONREBRAND IN 7 WEEKS FOR EUROSHOP

NEW INVESTMENT. NEW TEAM. NEW MANDATE

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Nualight in 2007 Founded 2004, NUI Cork

LED lighting delivering 60% energy savings vflourescent

Perceived as generalist, small, me-too LED lighting company

Top 5 in Europe, one of 100s in US, nil awareness elsewhere

Latent competence in lighting for retail

Private investment, aggressive growth targets

POSITIONING STRATEGYCREATE A MARKET LEADERSHIP POSITION.

LIGHTING THE WAY TO GREENER RETAIL

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“The global leader in refrigerated LED display illumination for food retail”

Develop an ownable market positioning strategy

THEIR WAVE:

LIGHTING THE WAY TO GREENER RETAIL

CREATIVE EXECUTIONDEVELOP A VISUAL IDENTITY THAT WOULD ENGAGE WITH ALL STAKEHOLDERS.

SHIFT BRAND FROM TECHNICAL

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CUSTOMER ENGAGEMENTAPPLY THE BRAND AT EVERY TOUCHPOINT.

TURN AND FACE THE MARKET

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MARKET MATURITYFLEXIBLE RESPONSE TO CHANGING MARKET

BRINGING FOOD TO LIFE

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Why does this all matter?

2007 2008 2009 2010

10 74

Nualight Growth x 10

200620052004

3

‘Our brand is far more than our image, it’s our strategic market position’.

Fast Branding extracted the intellectual capital from our CEO and technical team and transformed it into an offer with a realcompetitive edge.

The brand had made our company vision real. It has defined our direction and now drives our product differentiation. There’s no doubt that it has been a key factor in our success milestones over the past 12 months-landing Europe’s biggest deal, building relationships with the top channel partners in the world and raising second-round funding

Paul Kelly, VP Sales & Marketing, Nualight

Thank you.Simon O’Dwyer

Director

Threesixty Brand Marketing

www.wearethreesixty.com