1. Leveraging Your Brandto Drive Product SuccessA conversation about how anunderstanding of your brand can drivebetter product and businessperformance.Presented by:Dan Ratner, Managing Director, uberbrandNatalie Yan-Chatonsky, Head of Consulting Practice, Brainmates

2. Today, more than ever,were operating inhigh pressure environments

3. Through: Intensification of competition Technological advancement Regulatory scrutinySTRESSJust getit intomarket!

4. PICKMEPick me!Pick me!Pick me!Pick me!PICKMEPICKMEPICKMEPICKPICKMEPICKMEPICKMECKMEPICKMEPICKMEPickme!Pickme!!!!And with somuch CHOICE,its hard to getany cut throughor stay relevant

5. There is powerin harnessingpressureBecause whileeverything changes,some things staythe sameCONSIDERATIONCHOICEEXPERIENCE

6. Ultimately,a combination of:What you What you+SAY DO

7. Making it work means realalignment between promiseand performancePromise(BRAND)(BRAND DELIVERED)Your customersconsiderationsYour customersexperienceProductPerformance

8. Productis a fundamentalconversion point betweenwhat you say and do

9. It means, you need tounderstand your brand andbring it into your productdevelopmentactivities.BRAND PRODUCT

10. So what is a brand?Let me show you

11. What comes to mindwhen you see the wordFrog

12. A BRAND IS SIMPLYwhat peoplethink of you.

13. GOOD BRANDINGHappens when youraudienceperceives yourbrand in a similar way.GREAT BRANDINGHappens when thatperception meets yourgoalsand aspirations.

14. Getting to greatmeans knowing who you are,what you stand for and why

15. VISUALLY VERBALLY BEHAVIOURALLY++Then communicating thisidea (your brand) acrosseverything you do

16. What isa brandstrategy?

17. If brands are made up ofperceptions, formed byallthe impressions peopleexperience from you...

18. It makesbranding themanagementof perception+++

19. And brand strategy,the roadmap to align...what peoplecurrently thinkto what you wantthem to think

20. A goodbrand strategyenables people, bringingthe business to life

21. Provides focusthrough defining whoand what you areA good brand strategy...

22. Gives guidanceon decisions by defining whatis, and what is not on brandA good brand strategy...

23. Informswhat we sayA good brand strategy...

24. Createscommonalityand cultureA good brand strategy...

25. Makes life easierby setting the frameworks forhow we go about creating andmanagingproductA good brand strategy...

26. Successfulbranding is apromise kept

27. Because successful productslead to successful Brands

28. Brand equityis the sum of all theimpressions a personhas from a brand

29. The morepositiveimpressionsformed, themore positiveequity is created

30. The morenegativeimpressionsformed, themore negativeequity is created

31. There is a point whennegative impressionserode overall brandequity, and resultin a brand fallingintodecline.Brand failure happens whenthe brand promise is broken.

32. How do people feel about this?What impact doesthis product haveon your perceptionof the Kodak brand?An example...

33. Productgoes hand-in-hand withBrand

34. The product is the realityin the mind of the customerwhen they experience it.It is also a criticaltouchpoint on the waytobuilding perception.

35. Having a goodProduct Strategy iscritical because if youdont, the consequencesaffect brandequity.

36. Communicatesmixed messagesA bad Product Strategy...

37. Drivesnegative businessperformanceA bad Product Strategy...

38. Makes youirrelevant toyour customerA bad Product Strategy...

39. Drives brandand marketdeclineA bad Product Strategy...

40. Ultimately, yourcustomers justwont take it fromyou anymore

41. Living your competitive advantage Delivering positive and differentiating experiences Increasing desirability Improving efficiencies across product managementandplanning Rolling out successful and quicker launches Reinforcing market leadership Driving overall enterprise sustainabilityGetting it right - Brand-ledproduct development means:

42. A successful brand-led productstrategy encapsulates and delivers onboth the enterprise brand promise andthe product benefit(s).It reinforces your credibility, relevanceand differentiation and drives long termresonance/sustainability.Ultimately a more meaningfulcustomer experience

43. It makes sense because it isthe successful combination of:What youre What youre+SAYING DOING

44. THANK YOUDan Ratneruberbrandinfo@uberbrand.com.au+61 2 9331 7001uberbrand.com.auCONTACT USNatalie Yan-ChatonskyBrainmatesnatalie@brainmates.com.au+ 61 2 9232 8147brainmates.com.au