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How To Build A Brand – Effective Marketing
Simon Hall
Head of Marketing, UK & Ireland, Medium Business, Dell
EMEA Day at Dell – 26 & 27 April, 2010Dell Small Business Excellence Award
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Global Marketing
5 Steps to building brand equity
IN THIS WORLD …
DREAMS ARE ACHIEVED.
LIVES ARE ENRICHED.
LIFE IS GOOD.
1) Elevate your brand…define your purpose
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Global Marketing
5 Steps to building brand equity
TAKE YOUR OWN PATH
1) Elevate your brand…define your purpose2) Listen . Get to know your customer
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Global Marketing
1) Elevate your brand…define your purpose2) Listen . Get to know your customer3) Begin transactional….but think beyond
5 Steps to building brand equity
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Global Marketing5
5 Steps to building brand equity1) Elevate your brand…define your purpose2) Listen . Get to know your customer3) Begin transactional…. Think beyond4) Activate. Create an integrated approach
Roadshows Touch &Feel
ChannelEngageme
ntPR &
Web 2.0 Social Media
Online
Offline
Customer
Field Salesforce
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Global Marketing
1) Elevate your brand…define your purpose2) Listen . Get to know your customer3) Begin transactional…. Think beyond4) Activate. Create an integrated approach5) Measure. Refine
5 Steps to building brand equity
PROMOTERSDETRACTORS PASSIVES
0 1 2 3 4 5 6 7 8 9 10
_PROMOTERS50%
DETRACTORS20%
NPS30%=
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Global Marketing
7
Confidential
THE BRAND BENEFIT LADDER Dell purpose: Delivering technology solutions that enable people everywhere to grow and thrive
Reasons to Believe
Functional Benefit
Emotional Benefit
Foundation
Personality
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