branding - why it matters

Why it matters Kim Brandt Manager, Marketing FIFTH GEAR 2010

Nouns

Person

Place

Thing

Verb

Action Words

“A LOGO is NOT a BRAND.”

www.infifthgear.com

The Fifth Gear brand in ACTION

Which problems we solve

The things we promise

How we communicate

The ways we react

The service we provide

Things we celebrate

The boxes that we ship

The way we serve our customers

Brands are what make

companies and products

stand out from the

crowd. They have an

essence, or spirit, and

values that make them

worthwhile to the

customer.

Articulate Value

Create Trust

Articulate Value

Build Loyalty

Create Trust

Articulate Value

Influence Buying

Decisions

Build Loyalty

Create Trust

Articulate Value

Shift Attention to Intangibles

Influence Buying

Decisions

Build Loyalty

Create Trust

Articulate Value

Command Premium

$$

Shift Attention to Intangibles

Influence Buying Decisions

Build Loyalty

Create Trust

Articulate Value

PROTECT MARKET SHARE

Command

Premium $$

Shift Attention to Intangibles

Influence Buying Decisions

Build Loyalty

Create Trust

Articulate Value

Our corporate brand is our responsibility.

We enable it at every level

Warehouse

Development

Finance

Human Resources

Understand the impact from inside your department

Communicate SPECIFICALLY why brand matters to your team

Share the value of getting it right Pass on marketing campaigns to your team Insist on brand integrity Instill pride in the brand – make the brand

promise part of our culture

Ask Yourself . . . Would you tattoo the

brand on your

shoulder?

Would you riot if the

brand ceased to

exist??

Problem Solvers Be the Experts Bring Ideas to the Table Share Best in Class

Standards Prioritize

Responsiveness Resolve Issues

THEME:

As their vendor, we MUST be a well-oiled machine

Emma Roland

Fetch Dogs

Doug Howell

Denali Ippolito

Lucy Lahme

Kaysie Tracy

Gracie &

Gretchen

Kruysman

Buddy Doughty

Lu

cy R

ola

nd

Da

isy

An

shel

es

FetchDog celebrates the intimate, joyful relationship between dogs and their owners, especially women, through shared experiences and useful advice. We help to enhance the lives of both dogs and dog owners through the finest and healthiest products and services available.

You are FetchDog Be Authentic – Ask about their dog. Be knowledgeable about the catalog and website.

Resource guides Navigation Product information

Be able to communicate our policies. Free shipping Returns

Be able to make thoughtful product recommendations. Breed Size

You are FetchDog

We want to keep encouraging you to spend time with our

customers and to get to know their dogs.

We want you to err on

the side of doing what’s ‘right’ for the customer.

WE: Are the voice of our

clients’ brands

Are the source of

feedback for brand

satisfaction

Can change a brand –

for the better or the worse