branding - why it matters
TRANSCRIPT
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