all points payments - branding & our journey
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All Points PaymentsBranding & Our JourneyApril 19th 2016Presented by Jim Moore, CEO, All Points Payments
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“Great companies that build an enduring brand have an emotional relationship with customers that has no barrier. And that emotional relationship is on the most important characteristic, which is trust.”
-Howard Schultz, Starbucks CEO
“An advertising campaign should be timely.
A branding campaign should be timeless.” ― Steven Howard
But brand is simply a collective impression some have about a product.
-Elon Musk
Brand is just a perception, and perception will match reality over time. Sometimes it will be ahead, other times it will be behind.
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Brand Choices
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®
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objectives
Why Branding Now?
What is Branding? Differentiation
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What isa Brand?
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A Brand Is…12
A person’s emotional “gut” feeling about a product, service, or company
A brand is not what you say it is.A brand is what they say it is.
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Commodity
Differentiated BrandsCan Charge a Premium
Brand
€1.40€3.20
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Can everything be branded?
Ultimately a brand is something that resides in the minds of consumers.
The key to branding is that consumers perceive differences among brands in a product category.
Even commodities can be branded: Coffee (Maxwell House), soap
(Palmolive), flour (Odlums), beer (Guiness), salt (Don Carlos), porridge (Flahavan), pickles (Chef), bananas (Fyffes), chicken (Nandos), crisps (Tayto), and even water (Ballygowan)
1.12
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13The NIKE Example
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14The NIKE Example
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15Forbes 2015 Top 10 Most Valuable Brands?
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1. Successful and sustained branding has kept all but Nokia among the most valuable brands.
2. In some instances, it is the brand that drives a company rather than the other way around,
162004 Top 10 Most Valuable Brands?
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Signify quality
Create barriers to entry
Serve as a competitive advantage
Secure price premium
The Role of Brands
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Goal: Create Long-term
Relationships
= Relationshi
ps
Promise+ Experienc
e
14Purpose of Brands
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Brands are what people say about you when you are not in the room
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Contemporary Cars @Good Prices
Quality, Reliable,
and Innovative Cars
Locate Things
Fast, accurate, search results
Company Brand
A Brand is also a promise to an audience
Brand Promise
Brand Attributes
Brand Identity
Company
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Brand Awareness8
Your product or service is the first that comes to mind in a certain product/service category
• Fun• Family
Entertainment
Disney
• Luxury• Performance
BMW
• Design• Innovation
Apple
• Low Prices• Great Value
Aldi
• On-demand• Reliability• Clear Pricing
Uber
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•Who Made Who?
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Today, Uber stands for using your phone to call a private car service. But tomorrow, will I be able to launch a mobile app
anytime I want something? Will they be able to leverage their strong brand identity and promise and get me to use
the company for an array of services?
22The Long-Term Prospective Power of the Uber Brand
Uber Brand
Today
Private Car Service
Seamless Experience
Mobile App
Tomorrow
Private Car
Delivery Service
Other On-Demand Services
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A brand is the differentiator of a product or service from similar
offerings
Differentation
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Does your company leave its mark on
everything you do?
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Thank You !