presentation product branding(1)
TRANSCRIPT
That’s branding?It takes a lot more than that, but it is a place to
start
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How should we prepare a brand?
Thoughts?
“
”
Why should your business need a brand?
The bigger question
WHY BRANDIN
G?
TO MAKE MORE MONEY
“
”
You need to know the market
To gain marketshare
Porter’s Industry Analysis
Competitive Scenario
Threat of new entrants
Bargaining powers of customers
Threat of substitute productsBargaining
Power of Suppliers
Competitive Scenario
Who are the players
Current Market StatusUpcoming changes
Who are their consumers/customers?
SegmentsTraitsInsights
What do they give to the consumers?
OfferBenefitsValues
Market Positions
Market SharePerceptual Mapping
Perceptual Mapping
High Price – Low Features
High Price – High Features
Low Price – Low Features
Low Price – High Features
Other Maps
Analyze
Key
Seg
men
t Traits
Consumer Profile
Buying
Behavio
r, Co
mmunicatio
n Touchpoint
s
Values
Inspirations
Dreams
, Drives
, Passio
n ….
Relevant
Consumer
Insights
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What does your product/brand have that can resonate with your target audience?
Relevant Product Insight
The JWT Brand Card
Big Idea
Consumer Insight
Product Insight
The Muscles/Attributes of the Big Idea
What can your brand represent to drive this big idea?
What muscles can you flex to establish trust and believability
What are the reasons to believe?
JWT ToolThe Brand Ladder
Campaigns
Flex these muscles
•Do one by one•Do them All together
Execute them with relevance
•Relevant messages for resonance•Relevant touch points to the audience
Link them back to business
results
•Don’t just aware people, make them do something
Utilize Tools
3i
Brand Integrity
Brand Image
Bran
d Id
entit
y
The BRAND
POSITIONING DIFFERENTIATION
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”
Bit.ly/idonotknowbrand
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HOW DO WE SOLVE THEM?
CASE STUDIES
HOW DO WE CONVINCE PEOPLE THAT WE HAVE
THE RIGHT SOLUTION
THINGS TO TALK ABOUT
ARRIVING AT AN
OPTIMUM SOLUTION
CONVINCINGLY PRESENT
HOW DO WE IMPRESS THE JUDGES?
• Context• Assumptions
Problem
Do you have the right problem?
How much analysis is too
much?
Take your time in presenting
these?
Make sure to cover all
possible bases
ARRIVING AT AN OPTIMU
M SOLUTIO
N
ARRIVING AT AN OPTIMU
M SOLUTIO
N
CONVINCINGLY PRESENT
Slides
Less is MoreMake a point, not a powerpointIf it doesn’t add value, then it does not get in
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Idea• A
rrive with logic
• Convince with confidence
WHAT ABOUT CONVINCING JUDGES?
REALLY KNOW YOUR AUDIENCE
GIVE THEM WHAT THEY WANT
BE PREPARED
FOR EVERYTHI
NG
LIFE ISN’T FAIR,
NEITHER IS THIS
Best of Luck