If you are a product manager looking to build more meaningful customer relationships & business sustainability,this presentation provides an understanding on how your brand can drive better product & business performance.

1. Leveraging Your Brand
to Drive Product Success
A conversation about how an
understanding of your brand can drive
better product and business performance.
Presented by:
Dan Ratner, Managing Director, uberbrand
Natalie Yan-Chatonsky, Head of Consulting Practice, Brainmates

2. Today, more than ever,
we’re operating in
high pressure environments

3. Through:
• Intensification of competition
• Technological advancement
• Regulatory scrutiny
STRESS
“Just get
it into
market!”

4. PICK
ME
Pick me!
Pick me!
Pick me!
Pick me!
PICK
ME
PICK
ME
PICK
ME
PICK
PICK
ME
PICK
ME
PICK
ME
CK
ME
PICK
ME
PICK
ME
Pick
me!
Pick
me!
!
!
!
And with so
much CHOICE,
it’s hard to get
any cut through
or stay relevant

5. There is power
in harnessing
pressure
Because while
everything changes,
some things stay
the same…
CONSIDERATION
CHOICE
EXPERIENCE

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

7. Making it work means real
alignment between promise
and performance
Promise
(BRAND)
(BRAND DELIVERED)
Your customers’
considerations
Your customers’
experience
Product
Performance

8. Product
is a fundamental
conversion point between
what you say and do

9. It means, you need to
understand your brand and
bring it into your product
development activities.
BRAND PRODUCT

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

11. What comes to mind
when you see the word…
Frog

12. A BRAND IS SIMPLY
what people
think of you.

13. GOOD BRANDING
Happens when your
audience perceives your
brand in a similar way.
GREAT BRANDING
Happens when that
perception meets your
goals and aspirations.

14. Getting to great
means knowing who you are,
what you stand for and why…

15. VISUALLY VERBALLY BEHAVIOURALLY
++
Then communicating this
idea (your brand) across
everything you do…

16. What is
a brand
strategy?

17. If brands are made up of
perceptions, formed by
all the impressions people
experience from you...

18. It makes
branding the
management
of perception
+
+
+

19. And ‘brand strategy’,
the roadmap to align...
what people
currently think
to what you want
them to think

20. A good
brand strategy
enables people, bringing
the business to life

21. Provides focus
through defining who
and what you are
A good brand strategy...

22. Gives guidance
on decisions by defining what
is, and what is not ‘on brand’
A good brand strategy...

23. Informs
what we say
A good brand strategy...

24. Creates
commonality
and culture
A good brand strategy...

25. Makes life easier
by setting the frameworks for
how we go about creating and
managing product
A good brand strategy...

26. Successful
branding is a
promise kept

27. Because successful products
lead to successful Brands

28. Brand equity
is the sum of all the
impressions a person
has from a brand

29. The more
positive
impressions
formed, the
more positive
equity is created

30. The more
negative
impressions
formed, the
more negative
equity is created

31. There is a point when
negative impressions
erode overall brand
equity, and result
in a brand falling
into decline.
Brand failure happens when
the brand promise is broken.

32. How do people feel about this?
What impact does
this product have
on your perception
of the Kodak brand?
An example...

33. Product
goes hand-in-hand with
Brand

34. The product is the reality
in the mind of the customer
when they experience it.
It is also a critical
touch point on the way
to building perception.

35. Having a good
Product Strategy is
critical because if you
don’t, the consequences
affect brand equity.

36. Communicates
mixed messages
A bad Product Strategy...

37. Drives
negative business
performance
A bad Product Strategy...

38. Makes you
irrelevant to
your customer
A bad Product Strategy...

39. Drives brand
and market
decline
A bad Product Strategy...

40. Ultimately, your
customers just
won’t take it from
you anymore

41. • Living your competitive advantage
• Delivering positive and differentiating experiences
• Increasing desirability
• Improving efficiencies across product management
and planning
• Rolling out successful and quicker launches
• Reinforcing market leadership
• Driving overall enterprise sustainability
Getting it right - Brand-led
product development means:

42. A successful brand-led product
strategy encapsulates and delivers on
both the enterprise brand promise and
the product benefit(s).
It reinforces your credibility, relevance
and differentiation and drives long term
resonance/sustainability.
Ultimately a more meaningful
customer experience

43. It makes sense because it is
the successful combination of:
What you’re What you’re
+SAYING DOING

44. THANK YOU
Dan Ratner
uberbrand
info@uberbrand.com.au
+61 2 9331 7001
uberbrand.com.au
CONTACT US
Natalie Yan-Chatonsky
Brainmates
natalie@brainmates.com.au
+ 61 2 9232 8147
brainmates.com.au