how branding and positioning impact company value
TRANSCRIPT
How Branding and PositioningImpact Company Value
Christopher RyanPresident, Fusion Marketing Partners
Presenters
Our Guest
Christopher Ryan is president of Fusion Marketing Partners. Chris has 25 years of marketing, technology, senior management, and startup experience, and is a widely known expert in business-to-business marketing, sales strategy, systems, and processes.
Your Host
Nate Warren is the host of the Business Planning Expert series and a marketing/advertising/PR writer and editor with more than 25 years of experience across newspapers, startups, and agencies.
A Strong Brand Can Be:
• A boon to your stock price• A sales and profit accelerator• A tool to attract top talent• A magnet to drive merger or acquisition• A company morale booster
“A valuable brand delivers a return for the company on two dimensions. Either it allows the company to charge a premium price or it adds more volume or market share.”- David Reibstein, professor of marketing at the Univ of PA Wharton School.
Attributes of a Brand that Drives Company Value
1. Known by the target audience 2. Differentiates you from all
competitors3. Offers a clear and compelling
benefit4. Respected 5. Timeless
© CBM Confidential
© CBM Confidential
Comparison of Differentiated vs. Commodity Brands
Differentiated Brand• Shorter sales cycle• Less (if any) competition• Premium price points• Higher margins• Lots of inherent value in
brand
Commodity Brand• Longer sales cycle• More competition• Low price points• Lower margins• Little or no inherent value in
brand
– Jerry Garcia
The Essence of Brand Awareness
"Success isn't about being perceived as the best at what
you do, it's about being perceived as the only one who does what you do."
Our Guest Today
Christopher Ryan
http://greatb2bmarketing.com
http://www.linkedin.com/in/chrisryanfusionmarketing
http://twitter.com/CRyanFusionMkt
Blog
President, Fusion Marketing Partnershttp://fusionmarketingpartners.com
Center for Business Modeling
View the entire Business Planning Expert Series here.
Watch the full interview with Christopher Ryan here.