Presentation on branding principles, marketing trends, and things to think about when going international with your brand

1. The Relevance
& Reality
of Branding
September 18, 2012

3. The power & value of brands
4 key tenets in marketing
Expanding your brand

4. The power & value of brands
4 key tenets in marketing
Expanding your brand

6. “slaughter of wild beasts, athletic games,
perfumed sprinkling,
and awnings to keep off the sun”

7. Sponsorship
Promotional give-aways
Brand guidelines
Trade shows
First electric sign
Plant tours & lectures
Recipe books
Company newsletter
Sales training
Point-of-sale

9. brand strategy
brings business
strategy to life

12. A brand is a relationship
that creates and secures
future earnings by
growing customer
preference and loyalty

13. innovation

14. The power & value of brands
4 key tenets in marketing
Expanding your brand

15. Improves a consumer’s life
Is consistent…yet flexible
Focuses on employees first
Leverages pricing

16. Improve’s a consumers life…
“A brand is a storehouse
of trust. That matters
more and more as
choices multiply.
People want to simplify
their lives.”
Niall Fitzgerald, Unilever

17. Improve’s a consumers life…
Quality offer
Customer-driven design
Make lives easier, more enjoyable
Meets an unmet need

18. Improve’s a consumers life…

19. Improve’s a consumers life…

20. Is consistent, yet flexible…
“Don’t be consistent but
be simple true.”
Oliver Wendell Holmes

21. Is consistent, yet flexible…
Practices the 70/30 rule
Respects local custom, language
Recognizes differences in demand
Accepts evolution and adaptation

22. Is consistent, yet flexible…

23. Is consistent, yet flexible…

24. Focuses on employees first…
“We can spend $200
million on marketing
campaigns, but if guests
aren’t greeted by a
friendly bellman, they
won’t be happy.”
Chris Flatt, VP of Sales and Marketing, Wynn Las Vegas

25. Focuses on employees first…
Promises Proof
Media Environments
Corporate
Behavior
Literature
Brand
Brand
Signage Product
Advertising Service
Client
decision

26. Focuses on employees first…
Behavior fits the brand
Brand guides employees
Employees evolve the brand
Promise is delivered

27. Focuses on employees first…

28. Leverages pricing…
“The purpose of pricing is
not to recover cost but to
capture the value of the
product in the mind of the
customer.”
Daniel Nimer

29. Leverages pricing…
Go for premium
Linked to intangible benefits
Communicate exclusivity
Know what your price says about
you

30. Leverages pricing…

31. The power & value of brands
4 key tenets in marketing
Expanding your brand

32. “You do not choose to go
global. The market
chooses for you; it forces
your hand.”
Alain Gomez, Thomson

33. Size and attractiveness of market
Commoditization in market of origin
Displace competitors
Achieve economies of scale
Protect current margins
Capture share of mind
Drive innovation

34. Market dynamics
Culture
Language
Buyer behavior
Current brand loyalties
…and many, many other
dimensions

35. The risks of expansion must be carefully
weighed or the damage to the brand can
be irrevocable

36. Assume the brand communicates the same
meaning market-to-market.
1

37. Use the wrong (or comfortable) communications
channels.
2

38. Underestimating investment for a market to
become aware of the brand, try it, and adopt it.
3

39. Assuming the company has the culture,
organization and processes to expand.
4

41. Power & Value of Brands 4 Marketing Tenets Expanding the Brand
Brand strategy brings Improves a Winning strategic
business strategy to life consumer’s life conditions
Make money: sell more, to Is consistent…yet Marketing due diligence
more people, at a higher flexible
price
A culture willing to accept
A brand is a relationship that Focuses on exceptions, adaptations
creates and secures future employees first and ambiguity
earnings by growing
customer preference and
loyalty
Innovation! Leverages pricing Fortune favors the bold!

42. fortune favors the bold

43. Priekā!
Jeff Swystun
Chief Marketing &
Communications Officer
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