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  1. 1. Branding and Positioning: The Value of Standing for Something BIG! The Simon School November 7, 2001 S:/Cogmark Admin/ COGMARK / Cogmark Boilerplate / Boilerplate / Branding.ppt
  2. 2. <ul><li>“ I don’t know who you are.” </li></ul><ul><li>“ I don’t know your company.” </li></ul><ul><li>“ I don’t know your company’s product.” </li></ul><ul><li>“ I don’t know what your company stands for.” </li></ul><ul><li>“ I don’t know your company’s customers.” </li></ul><ul><li>“ I don’t know your company’s record.” </li></ul><ul><li>“ I don’t know your company’s reputation.” </li></ul><ul><li>“ Now -- what was it you wanted to sell me?” </li></ul>McGraw Hill Advertising
  3. 3. The Law of Focus <ul><li>“The most powerful concept in marketing is owning a word in the prospect’s mind.” </li></ul><ul><li>The 22 Immutable Laws of Marketing Al Ries & Jack Trout </li></ul>
  4. 4. The Value of a Strong Brand <ul><li>Coke: $100,000,000,000. </li></ul><ul><ul><li>For a recipe! </li></ul></ul><ul><li>Rayban: $640,000,000. </li></ul><ul><ul><li>For a name! </li></ul></ul>
  5. 5. “Cognitive” Principles of Marketing <ul><li>What you think you’re selling may not be what your prospective customer is buying: </li></ul><ul><li>The talent that developed your new product/service can work against you in marketing it (don’t let the engineers rule!) </li></ul><ul><li>Telling is not selling: Find the right place on the Performance/Emotion line </li></ul><ul><li>Stand for something bigger than the sum of the parts; seek to own an idea, promise, or point of view that pre-empts the competitors. </li></ul>
  6. 6. “Cognitive” Principles of Marketing <ul><li>Resist trying to be all things to all people </li></ul><ul><ul><li>It’s impossible to do… </li></ul></ul><ul><ul><li>and it’s far better to be the favorite of a few than acceptable to many </li></ul></ul><ul><li>Practice humility: positioning can’t be claimed—you must earn that position in the collective mind of the market </li></ul><ul><li>Be relentless: successful marketing requires clarity of vision, sustained commitment to that vision, and patience. </li></ul>
  7. 7. Qualities of Effective Positioning <ul><li>It must be specific, make an important promise, and focus on a major benefit </li></ul><ul><li>It must reflect a need your prospect has </li></ul><ul><li>It must distinguish your firm from its competitors in terms meaningful to your prospect </li></ul><ul><li>It must be simple, elegant, and timeless </li></ul><ul><li>Always, always, always…it must be true. </li></ul>
  8. 8. Steps in the Process <ul><li>Know your market </li></ul><ul><li>Know your product </li></ul><ul><li>Know yourself </li></ul><ul><li>Use research to gather intelligence; use intelligence to develop insight </li></ul><ul><li>Find the most desirable position on the competitive map </li></ul><ul><li>Use your marketing budget to advance to your position; product sales will follow. </li></ul>
  9. 9. The Positioning Statement <ul><li>What your company/brand is best at….for whom….and why </li></ul><ul><li>The external, marketing translation of mission/vision </li></ul><ul><li>A strategic tool to guide the evolution of the company or brand. </li></ul>
  10. 10. The Positioning Line <ul><li>A long-term, strategically-based promotional message which serves as a modifier of the name of the company, product or service, and which convey the essence of its value to the market. </li></ul>
  11. 11. Classic Positionings <ul><li>“GE brings good things to life.” </li></ul><ul><li>“Crest fights cavities.” </li></ul><ul><li>“The Ultimate Driving Machine” </li></ul><ul><li>“Coke is it” </li></ul>
  12. 12. A Case in Point: Nazareth College <ul><li>75 year-old institution; formerly a Catholic College for women </li></ul><ul><li>Preparing for a major capital campaign, without a track record in development </li></ul><ul><li>A crowded, competitive field of area colleges and other competitors for philanthropic dollars </li></ul><ul><li>No clear, distinct identity. </li></ul>
  13. 13. Our Task <ul><li>Learn the history </li></ul><ul><li>Understand reality vs. perception </li></ul><ul><li>Know the goals for the future </li></ul><ul><li>Gain insight </li></ul><ul><li>Analyze the marketplace </li></ul><ul><li>Articulate Nazareth’s distinct brand promise </li></ul><ul><li>Seek consensus. </li></ul>
  14. 14. An Institution in Transition <ul><li>“Nazareth is an institution that is changing dramatically, and forever” </li></ul><ul><li>The future has a clear Academic Vision: </li></ul><ul><ul><li>Excellence </li></ul></ul><ul><ul><li>Inclusiveness </li></ul></ul><ul><ul><li>Engagement. </li></ul></ul>
  15. 15. What Everyone Agreed On: <ul><li>Nazareth is a friendly, caring, engaging and nurturing place </li></ul><ul><li>Nazareth is a better and more distinctive college than is generally understood </li></ul><ul><li>Nazareth College has a long standing tradition of excellence, commitment to service, and culture of inclusion. </li></ul>
  16. 16. What Else Everyone Agrees On: <ul><li>There’s “Excitement in the air!” </li></ul><ul><ul><li>A growing campus, new buildings and facilities </li></ul></ul><ul><ul><li>National rankings, growing enrollment and rising admissions standards </li></ul></ul><ul><ul><li>More sports programs and more sports successes </li></ul></ul><ul><ul><li>Innovative new graduate programs. </li></ul></ul>
  17. 17. The Harris Survey Conclusion <ul><li>Nazareth is extremely well known (99%) but generally misunderstood: </li></ul><ul><ul><li>Its profile is a combination of former facts, half truths, and inaccurate assumptions, uninformed by the College’s recent history, new directions or evolved status </li></ul></ul><ul><li>The good news: it’s easier to correct an erroneous image than to create one from scratch. </li></ul>
  18. 18. Analyzing the Opportunity <ul><li>No one in Rochester who has been here for a while could miss being affected in some positive way by Nazareth graduates </li></ul><ul><li>Nazareth needs to be positioned as a specific community asset. </li></ul>
  19. 19. Analyzing the Challenge: <ul><li>Many students appear to have chanced upon Nazareth, or “bumbled” through the college selection process. Effective marketing can change this </li></ul><ul><li>Nazareth College’s tradition of excellence is vitally important; the campaign must engender alumni pride in the academic maturation of the school, and this tradition. </li></ul>
  20. 20. Nazareth’s Value to Rochester <ul><li>A significantly higher percentage of Nazareth graduates stay in Rochester upon graduation than actually came from Rochester: </li></ul><ul><ul><li>Nazareth produces a net gain to Rochester of college-educated citizens, many of whom enter Rochester’s economy with strong ties to the community formed during their college years. </li></ul></ul>
  21. 21. Nazareth’s Distinct Contribution <ul><li>While the U of R is recognized to produce Rochester’s doctor’s and corporate MBA’s, Nazareth can be understood to produce Rochester’s nurses, therapists, and organizational managers </li></ul><ul><li>While RIT produces Rochester’s technical engineers, Nazareth produces Rochester’s science, math and history teachers, its cultural leaders and social engineers. </li></ul>
  22. 22. Keys to Success <ul><li>Clarity </li></ul><ul><li>Consistency </li></ul><ul><li>Resolve </li></ul>
  23. 23. Keys to Success <ul><li>Nazareth’s current performance as an academic institution needs to be implied in the positioning because: </li></ul><ul><ul><li>it’s under appreciated </li></ul></ul><ul><ul><li>it’s a vital category assessment tool. </li></ul></ul><ul><li>Our strategy must respect the critical role played by emotion in philanthropic (as well as college selection) decision making. </li></ul>
  24. 24. Keys to Success <ul><li>Nazareth’s alumni from different eras experienced the school differently; the position the school takes must tap the “essence in common” of their experiences </li></ul><ul><li>Nazareth’s positioning strategy must not only respect the past and reflect the present, but introduce the future. </li></ul>
  25. 25. The Positioning Statement <ul><li>Nazareth College is the best choice for those who value academic excellence, and believe that the truest measure of that excellence is the capacity and desire of the school’s graduates to make a difference in the world. Every Nazareth education is rooted in its founders’ traditions of service to community and commitment to academic and personal growth. Nazareth College graduates energetic citizens possessed of critical thinking skills and strongly developed values, who share a passion for improving the economic, cultural, and social well-being of society. </li></ul>
  26. 26. Nazareth College The Heart of Excellence
  27. 27. The Heart of Excellence <ul><li>Excellence in itself is a word most colleges aspire to, many claim, and none can “own” </li></ul><ul><li>Nazareth offers a distinct brand of excellence, born of its institutional values and alive in its students, faculty, administration and alumni </li></ul><ul><li>The graduates of Nazareth bring heart as well as expertise to the communities, organizations and businesses they enter. </li></ul>
  28. 28. The Heart of Excellence <ul><li>It appeals to both the rational and emotional components of the philanthropic decision making and college selection processes </li></ul><ul><li>It works hard: honoring the legacy of the College’s founders, capturing the spirit of today’s Nazareth, and establishing the future course of the College. </li></ul>

Notes de l'éditeur

  • Why positioning and branding is important— I’m starting with this classic ad from McGraw Hill At different stages of a product or company’s life cycle your sales people may find themselves facing these objections. The only solution is marketing. There’s nothing worse than going on a cold call. Lack of awareness for what your company or product stands for leads to longer buying/selling cycles.
  • This is extremely important for you all because it gives you a way to evaluate the myriad of marketing opportunities that come your way. Is this sponsorship more important that that one? Where should you advertise?