brand development presentation

17

Upload: johnseroka

Post on 29-Jun-2015

806 views

Category:

Documents


0 download

TRANSCRIPT

Page 1: Brand Development Presentation
Page 2: Brand Development Presentation

We are Certified Brand Strategists specializing in the manufacturing, healthcare and mortgage

industries. With Seroka, you’ll experience unique, second-to-none client service and benefit

from compelling marketing communications.

©C

opyr

ight

Ser

oka,

201

2

Seroka will grow your business, guaranteed.

Page 3: Brand Development Presentation

If this business were split up, I would give you the land and the bricks and mortar, and I would take the brands and trademarks, and I would fare better than you.”

-John StuartFormer CEO of Quaker Oats

©C

opyr

ight

Ser

oka,

201

2

Page 4: Brand Development Presentation

Apple: $153 BillionMcDonalds: $32 BillionWells Fargo: $23.2 BillionBMW: $22 BillionAbbott Labs: $3.5 BillionCaterpillar: $5.3 Billion

©C

opyr

ight

Ser

oka,

201

2

75%: Intangible Assets25%: Tangible Assets

- Forbes

Brand Value

Page 5: Brand Development Presentation

How do great brands do it?

©C

opyr

ight

Ser

oka,

201

2

Page 6: Brand Development Presentation

startedB

ran

d B

uild

ing

inside

©C

opyr

ight

Ser

oka,

201

2

Page 7: Brand Development Presentation

insideWho am I?

How is my company different?

Why does my company exist?

What is my capable of becoming?

…and each can answer the following questions with clarity:

©C

opyr

ight

Ser

oka,

201

2

Page 8: Brand Development Presentation

Price PremiumCustomer RetentionConsiderationPurchase ConversionPreference

©C

opyr

ight

Ser

oka,

201

2

…while focusing on key metrics.

Page 9: Brand Development Presentation

©C

opyr

ight

Ser

oka,

201

2

How it’s done

TURNING THE TELESCOPETM

Looking inward to unearth evidence of distinction…

Page 10: Brand Development Presentation

Brand Insight Assessment

Discovery

Validation

Competitive Analysis

Brand Adoption(Touch Points)

ROI

TURNING THE TELESCOPE

©C

opyr

ight

Ser

oka,

201

2

Creative Development

Execution

Page 11: Brand Development Presentation

DEFINING YOUR BRAND ARCHITECTURECreating a logical system of organizing and naming

sub-brands and products to form a set of expectations.

©C

opyr

ight

Ser

oka,

201

2

Page 12: Brand Development Presentation

Monolithic: Uses a single name across all products and services offered by the company.

BRAND ARCHITECTURE MODELS

©C

opyr

ight

Ser

oka,

201

2

Page 13: Brand Development Presentation

Endorsed: Sub brands linked to the corporate brand by verbal or visual endorsement.

BRAND ARCHITECTURE MODELS

©C

opyr

ight

Ser

oka,

201

2

Page 14: Brand Development Presentation

Product: Each product or service is individually branded, but the parent brand gets little or no prominence.

BRAND ARCHITECTURE MODELS

©C

opyr

ight

Ser

oka,

201

2

Page 15: Brand Development Presentation

Umbrella: A brand name used to span across a range of sub brands.

BRAND ARCHITECTURE MODELS

©C

opyr

ight

Ser

oka,

201

2

Page 16: Brand Development Presentation

Hybrid: Incorporating more than one brand system for specific strategic rationale.

BRAND ARCHITECTURE MODELS

©C

opyr

ight

Ser

oka,

201

2

Page 17: Brand Development Presentation

1. We guarantee to grow your business2. Seroka is one of only 29 certified in North America3. Specialists in the manufacturing, healthcare and mortgage

industry4. Process taught at the graduate level of Northwestern University5. Used successfully hundreds of times6. Bulletproof

WHY SEROKA?

©C

opyr

ight

Ser

oka,

201

2

Certified Brand Strategists