oacvb gard power point
TRANSCRIPT
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Presentation to the
Oregon Association of CVBs
June 4, 2007
G ARD & GERBER
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Gard & Gerber
Started in 1979
Advertising, public relations & public affairs
Corporate communications
Social marketing
Services marketing
PGE (1980),ODOT (1984),AAA(2000)
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The Agenda
Communications & Behavior Theory
What is a Brand?
Creating, Evaluating & Changing a Brand
Brand Strategy
What to Expect
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the beholder searches for order.
Gyorgy Kepes
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Behavior Change Theory
(Attract)
(Engage)Information
Persuasion
Decision
Confirmation
(Repeat)
(Rogers & Shoemaker)
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If C, then E
One way of defining "cause," then, is as sufficient condition: the cause of
an event is the whole set of conditions sufficient for its occurrence so
that the fulfillment of these conditions is always followed by theoccurrence of the event.
John Hospers
And in practice that particular condition is usually styled the cause whose
share in the matter is superficially the most conspicuous
John Stuart Mill
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A Sufficient Set of Conditions for High
Safety Belt Use
Public SupportA Good Law
Awareness of the Law
Enforcement of the Law
Perceived Risk of ApprehensionCommitted Team
Sustained Publicity
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design is strategy made visible.
Wally Olins
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Order, attract/etc., sufficient conditions, strategy
made visible, sustained publicity,repetition with
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Sustained publicity.
Lawrence Ross
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The Beethoven Strategy
Repetition with variation
Thematic (brand) development: to unfold itslatent energies, to search out its capacities for
growth and bring them to fruition.
Joseph Machlis
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What is a Brand?
A logo?
A theme line?
A promise?
A way of doing business?
A relationship? With whom?
Advertising?
Or, is it simply reputation?
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Creating, Evaluating &Changing A Brand
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AAA - Moore Information Surveys 20
2%5%
1%
24%
10%12%
51%
68%
0%
10%
20%
30%
40%
50%
60%
70%
80%
Travel Info &
Services
Provides InsuranceVariety of Services Emergency
Roadside Assistance
2000
2004
1995-2000/580,000 2007/700,000
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QuickTi r s i 3 c r ss r
r t s t is ictur .
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QuickTi . 6 c r ss r
r t s t is ictur .
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Creating orEvaluating Your Brand
How do you do it?
Regular meetings over time -- discipline Structured interviews, internally & externally, listen very
carefully
Keep notes: organize them like an old-fashioned researchpaper
Formal research -- look for patterns
Analyze data -- look for patterns
Follow Judge Samuel Putnams rule
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Brand Strategy
Brand Customer Internal
Brand Identity
Brand Positioning
Brand Promise
Brand Relationship
Brand Architecture
Brand Messages
Brand Promotion External
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Brand Customer
What does customer want?
What do you have to give customer?
Where is the profit?
Focus on area of overlap.
Understand customer
Age, sex, car, etc.
E
motional needs Honor personas
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Brand Identity
Essence (DNA)
Values Vision
Style
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Brand Positioning:Unique Selling Proposition
Real and perceived: OHSU & Nike
Does the positioning or USP matter to customers?
Does it matter to profit? What is Les Schwabs USP? Brand Positioning?
Robb High: Branding is the art of sacrifice.
Alternative is to be a commodity, which makes the effects ofbranding negligible
If you can substitute a competitors name for yours and the brand
still makes sense, it is not a brand.
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Brand Promise
It is what it says: what are you promising your
customer?
Do you deliver on the promise?
If you dont, dont promote the brand until you do.
The Achilles Heel of brand strategy.
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Brand Relationship
Begins with keeping the first promise
Lasts until the promise is broken In your personal life, how do you maintain
relationships?
The brand payoff.
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Question: When driving, how often do you wear a safety belt: always, almost
always, sometimes or never?
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Brand Architecture
Monolithic -- Shell
Endorsement -- United Technologies
Product -- Proctor & Gamble
Brand Oregon
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a member of
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Brand Messages
Clarity
Control Credible
Creative
Stay true to the brand
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Brand Promotion
Advertising
Public Relations Execution
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Brand Evaluation
What current customers say
What prospective customers say
What employees say What you say
Analyze the spread between
Look for areas of intersection or disturbance
Would a brand change achieve the goal?
If not or not sure, default to sustained publicity and repetitionwith variation.
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Issues to Consider
Brand Oregon: in my view, positioning is too
internalized but execution saves it.
Relationship with Brand Oregon
Destinations as commodities
Resources
State Anniversary:Is there a way to cometogether?
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In conclusion:
There are no tactical silver bullets.
But there are strategic silver bullets.
One of them is the Brand.
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Presentation to the
Oregon Association of CVBs
June 4, 2007
GARD & GERBER