building and managing a powerful brand -...
TRANSCRIPT
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Building and managing a powerful brand
Antony Wilson – Senior Brand Manager, BT
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• Definition of brand
• Brand positioning
• Customer Value Proposition (CVP)
• Differentiation
• Summary
• Building brand equity in your local area - Securitor tools & services
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Seth Godin, Author
‘Permission Marketing’, ‘Purple Cow’ and ‘Tribes’
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When you see this word,
What image comes to mind?
What makes a strong brand?
Frog.
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I bet it wasn’t this ...
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For most people a Green Tree Frog comes to mind
There are 4,700 frog species and not all are green –
the Green Tree Frog owns the frog ‘brand’.
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Our perception of a brand
is made up of impressions that are
formed by what we see, read, hear
And experience.
Impressions matter.
Brand impressions…
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Impressions form associations positive or negative about a brand
What associations come to mind with the
Green Tree Frog?
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Green Tree Frogs conjure up positive associations
In general they make us feel safe and happy.
Clean air,
nature,
bushwalks,
freedom
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Cane Toads are also a strong brand ... but for all the wrong reasons
What associations come to mind with the Cane Toad?
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The Cane Toad brand generates a very different set of associations
An ecosystem out of balance, the destruction of our environment.
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• We understand Green Tree Frogs to be a hugely important part of a balanced ecosystem just as we know Cane Toads are predators and environmental vandals.
• How did this happen?
• Because everything Green Tree Frogs and Cane Toads do reinforces their position in our minds positively or negatively.
Clear brand positioning
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Everything forms impressions because everything communicates.
A brand is simply perception – perception is made up of impressions
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Brands make a promise to their audience that you are expected to keep
• The Cane Toad didn’t always have a bad brand image
• In 1935 it was hailed as an economic saviour. It was introduced to protect Queensland’s sugar cane crops from cane beetles
• It didn’t!
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It is the same for any brand
The Vodafone brand promise was around power
and performance.
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When a brand is consistently executed around a powerful customer value proposition it adds huge business value
= $77 billion
Source: Interbrand
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A customer value proposition is the benefit or advantage your customer receives if they chose your product over another. It is the differentiation of your brand in the eyes of your customers.
What is a CVP?
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People need to find a difference in order to make a decision
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• Average brand indexed at 100
• Top 100 most valuable brands index at +71% verses the bench mark & are 20% more profitable on average
The most valuable and profitable brands are perceived as being the most different
Source: Milward Brown 2013
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Three meaningful associations that build differentiation
Source: Interbrand 2011
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1. Visual identity – people do choose a book by its cover
Revenues declined by $30 million in one year when
Tropicana changed its VID.
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Singapore Airlines have built a clear visual identity aligned to its customer value proposition
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2. Emotion
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3. Experience
This is the “chasm”
most organisations
struggle to cross.
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Customer experiences
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• I love using this app. It even makes me excited to do banking – excited to send money to other people and pay bills? Huh?!
• I don't know whether Westpac invented drag and drop banking, but this is brilliant.
• Beautiful design and layout, Don’t change it! People ask me why I bank with Westpac, this is one of the many reasons why!!
Westpac iPad app – customer quotes
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10/10
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Building a strong brand
• Understand yourself
• Understand your audience
• Build a CVP – what do you stand for
• Deliver consistently
• Stay relevant and evolve ...
• Be the frog.
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Securitor – helping to build your brand
Monika Drankowska – Senior Manager, Business Marketing, BT
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Understand yourself a
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1. Trust
2. Acknowledge me
3. Making it personal
4. Peace of mind
5. Understanding
Understand your clients
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Client Value Proposition
TO BRING INSPIRATION AND INNOVATION TO EVERYBODY IN THE WORLD.
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Attract.Retain.Refer.
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Deliver consistently
Digital Touchpoints
Physical Touchpoints
PR
Radio
TV Print
Outdoor
Word of
Mouth
Direct
Store
Call
Centre Call
Centre
IVR
Promotion
on Invoice
Newsletter
Blog IM/Chat
Mobile Website
3rd Party Sites
Blog
Landing Page
Search
Digital Billboard
Viral Email
Online Ads
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Here’s to the crazy ones...
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Thank you.
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This information was prepared by Securitor Financial Group Ltd, ABN 48 009 189 495 AFSL & Australian Credit Licence (ACL) 240687 (Securitor) and is current at time of publication. Material contained in this presentation is an overview or summary only and it should not be considered a comprehensive statement on any matter or relied upon as such. All case studies and examples used in this presentation are for illustrative purposes only and nothing in this presentation should be construed as an indication or prediction of future performance or results.
Disclaimer