The Trailblazer Path to Extraordinary Brand Growth…

Your Business Future?

Super Target

Value Proposition

Higher Purpose

Power Positioning

Social Media CommunicationTra

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Brands are no longer in control – the consumer is now running the show…

Chef Michael Chiarello Video…

Mad Men Model: Interrupt, Imprint, Persuade

Push-Button Marketing is Dead.

If You Build It They Will Come?

Today, successful brand relationships are like the ones we have in real life…

Achieving traction…How?

RELEVANCEMEANINGCONVERSATIONLOVEEMOTION

Trust not intrusion…

It’s less and less about intrusion…

Competition is no longer at the shelf, in frequency of promotions or tonnage in “push” communication….

What you ultimately need to grow business: changes in consumer attitude and behavior…

The battle is in here first…

People are not fact-driven, analytical decision-making machines…Rather our brains are “expectation creation” machines…

OVER CHOICE

Commoditization and Saturation

SAMENESS

Milk-mania:

WholeFat-Free1%2%Lactose-FreeVitamin D FortifiedProtein EnrichedOrganicSoyRice

Absence of trust

Too much choice

Lack of distinctiveness

Confusion

Skepticism

Not enough time

Too much noise

Yeah, Whatever…

Your goal as a business is NOT to acquire customers to make more money. Your goal is to use money to acquire and keep happy customers…

Stop Transactional Thinking!!

The intellectual space a brand can own is in direct proportion to its meaning and value to the consumer…

“Science now proves what brand strategists have always sensed. We human beings have a need to believe in and act upon something that’s greater than ourselves… Let’s realize the significance of this discovery and impress upon ourselves that a brand is a belief system. Want greater rewards? Then impart your brand with greater meaning…”

Brand Behavior Boot Camp

Be different – Gets attention

Be desire-able – Ignites interest

Be real – Creates trust

Be interesting – Generates support

Relationship driven

Trump expectations

New category creation

Exude uniqueness

Disrupt conventionsTra

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Assessing Brand Strength

High Uniqueness

Low Relevance

Low Uniqueness

Low Relevance

High Uniqueness

High Relevance

Low Uniqueness

High Relevance

Uniqueness…

In brand’s ability to deliver a solution

Relevance…

Consumers truly care about and are interested in your proposition

Brand Value Continuum

Interesting or Unique

Twist

Remarkable and

Naturally Alluring

Just Another One

Surround with External Meaning

Requires Validation and Buzz

Experience and Engagement

Pricing Pressures

ValueProposition

ExpectationDriven

SOLUTIONS

CONDITIONS

Brand Value Creation Wedge

Under Leveraged More Powerful

Understood Less Powerful

Functional Value

Financial Value

Intangible Value

Emotional Value

Emotion drives purchase

Emotion drives purchase

Your mission: create links to consumer passions…

Apple sells popular culture

Pampers sells parenting guidance

Harley sells socially acceptable rebellion

Nike sells sports passion

Dove sells respect for natural beauty

Corona sells relaxation and aspirational vacation

What’s Your Higher Purpose?

Identify and understand the Food Super Target…

Engaged in culinary behaviors

Enjoys shopping at supermarket – early adopter

Respects food heroes -- Chefs

Consumes food media

Likes to experiment and create in the kitchen

Adopts professional cook techniques for home use

Gets emotional payoff from cooking/taste experiences

Authority on food trends

The Food Adventurer…

Food Adventurer Brand Value Proposition

PRICE

HIGH QUALITY

CONVENIENT

DELIVERS TASTE PERFORMANCE

REWARDS LOYALTY

TEACHES ME TO USE

MAKES COOKING FUN & ENTERTAINING

HELPS ME REALIZE MY CULINARY PASSIONS

UNDIFFERENTIATED EXPECTED

DIFFERENTIATED UNEXPECTED

BRAND

“SAMENESS”

Your name is the brand that feeds and

nurtures the consumers’ passion for

creativity, self-expression, discovery, sense of

family and enjoyment with cooking.

“Together we can help you do it yourself…”

Feeding the Passions of the Food Adventurer

Collaborate with heroes

Teach and educate

Construct brand experiences

Build Share of Countertop

Create an enable community

Bring compelling value to existing routines

Steps to food brand relevance…

Power Positioning -- unique, different = new category creation…

Map the Circle of Influence…

Wheatley & Timmons Brand Trust Ladder

INVASIVETelemarketing,

spam

PUSHAds, promos,

direct mail

AUTHENTICExperiences

Events

VALIDATIONTrusted

Influencers

Character of

Customer Interaction

Communication ROI

Relationship Driven

Transactional

Tuned Out Engaged

Trusted

Disbelief

Social media is word of mouth on steroids

Social media can help create customers

If Facebook were a country it would be larger than Japan.

Your new food media tool kit…

• Social media platform• Videos• Podcasts• Blog• Links• Photo gallery• Interactive webcasts• Recipe sharing• Experts and credible third parties

1. How do we continuously create energy and word of mouth through specific actions that add value to our customer’s lives?

2. Does your product, it’s packaging, Web site and communication cause people to stop, look and listen?

3. Is it unexpected? Desire-able? Newsworthy?

4. Would people tell others about it?

Communications planning…

A higher purpose leads to a relationship…

A relationship leads to engagement, mattering and preference…

And that generates sales.

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Bob Wheatley

Wheatley & Timmons, Inc

312-755-6200

bob@wheatleytimmons.com

Blog: brandtrailblazers.com/blog

Web: www.wheatleytimmons.com