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

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

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

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

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

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%=

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

Discussion