http://www.stepchangemarketing.com/ In this Slideshare presentation: 1. The power of branding 2. Contents 3. Spinning test 4. Brands in your world 5. Brand examples 6. Examples 7. Average person 8. Obscurity 9. Brand 10. Whats a brand? 11. A brand is not 12. More than a product 13. Product 14. Brand 15. Brands as a clothes hook 16. Reality 17. Jeremy Bullmore 18. Distrust 19. Why do you need one? 20. Your money 21. Effective positioning 22. Most wanted man? 23. First solo air crossing? 24. First man on the moon? 25. Highest mountain in Australia? 26. Number 2 27. Market leader in a small market 28. Why is branding so hot? 29. Fusing functional and emotional benefits 30. Why bother? 31. If you get it right... 32. How do they work? 33. What's different 34. 1+1=11 35. Brain 36. Influencing consumers 37. Belief 38. Kirin 39. Blank 40. Kirin 41. How to create one 42. Selling appropriately 43. Relevancy and Remarkability 44. Relevancy 45. Regular 46. Remarkable 47. The Beatles 48. Marketing's evolution 49. The golden circle of success 50. What? 51. How? 52. Why? 53. Renew vs. Reinvent 54. Renew 55. Apple example 56. Apple example 57. Coca-cola 58. Open happiness 59. I'm lovin' it 60. Mc Donald's example 61. Mc Donald's example 62. Reinvent 63. fcuk 64. French connection 65. Domino's 66. Pizza turnaround 67. Dove 68. Dove example 69. How do you know which path to take? 70. Renew 71. Increase 72. Shifts 73. Communications 74. Core positioning 75. When to reinvent 76. Relevance 77. Current positioning 78. Untapped market 79. Risk of alienation 80. Overwhelm your position 81. Opportunity for competitors 82. Questions 83. Join us 84. Thank you 85. Appendix 86. Apple data 87. Coca cola data 88. Mc Donald's data 89. fcuk data 90. Domino's data 91. Dove data

1. The CEO Institute
The power of branding
Keynote
Sir Stamford at Circular Quay, Sydney
20 September 2011

2. CONTENTS
Introduction
What is a brand?
Why you need one
How they work
How to create one
Renew vs. reinvent
Questions

3. Which way is the
girl spinning?

4. What are some brands
in your world?

5. What are some brands
in your world?

6. WHAT ARE SOME BRANDS IN YOUR
WORLD?

7. WHAT ARE SOME BRANDS IN YOUR
WORLD?
The average person is exposed to:
• $6.72 billion advertising spend in Aus*
• Over 1,000,000 branded messages a year
• 3,000 branded messages each day
• Only notice 80
• React to 10
• 57% are remembered negatively
*BrianWave Connection, UK, 2004
*Neilsen data 2006

8. Obscurity is
our greatest risk!

10. What’s a brand?

11. A brand is not
a synonym for a
product or service

12. A brand is more than a product
Building Strong Brands, David A. Aaker 1996

13. A brand is more than a product
Product
• Scope
• Attributes
• Quality
• Uses
Building Strong Brands, David A. Aaker 1996

14. A brand is more than a product
Brand
Organisational
Brand Personality
Associations
Country of Origin Symbols
Product
• Scope
• Attributes
• Quality
• Uses
User Imagery Brand-Customer
Relationships
Self-Expressive
Emotional Benefits
Benefits
Building Strong Brands, David A. Aaker 1996

15. Brands as a clothes hook

16. …most minds are more like this

17. “The way people build brands is in their heads.
We build an image as birds build nests - from scraps and straw we chance upon”
- Jeremy Bullmore, Non-Executive Director of WPP

18. If a brand looks like a duck and swims
like a dog, people will distrust it

19. Why do
you need
one?

20. Somebody else has your money

21. Effective Positioning

22. Effective Positioning
- Most wanted man in
the world?

23. Effective Positioning
- Most wanted man in - First solo transpacific air
the world? crossing?

24. Effective Positioning
- Most wanted man in - First solo transpacific air - First man on the
the world? crossing? moon?

25. Effective Positioning
- Most wanted man in - First solo transpacific air - First man on the - Highest mountain in
the world? crossing? moon? Australia?

26. Effective Positioning
- Most wanted man in - First solo transpacific air - First man on the - Highest mountain in
the world? crossing? moon? Australia?
Who remembers number 2?

27. Effective Positioning
- Most wanted man in - First solo transpacific air - First man on the - Highest mountain in
the world? crossing? moon? Australia?
Who remembers number 2?
BE A MARKET LEADER
IN A SMALLER MARKET

28. Why is branding so hot?
1. People have too many choices and too little time
2. Most offerings have similar qualities and features
3. We tend to base our buying choices on trust

29. Fusing functional and emotional benefits
Case study
+ =
47 TV commercials that had an emotional benefit scored
higher than 121 TV commercials with only a functional benefit

30. Why bother with all this
brand business anyway?

31. Why bother with all this
brand business anyway?
Because if you get it right people will love
you for it!

32. How do they work?

33. We’re hardwired to notice only what’s different

36. 5 ways brands can influence consumers
1. A brand can make identical products seem different
2. A brand can set up positive expectations
… which are self-fulfilling
3. A brand can instigate trust and take away risk
4. A brand can inspire loyalty and encourage repeat purchase
5. A brand can influence the price consumers are willing to pay
Dave Trott & Murray Chick, CST (UK Advertising Agency)

37. 5 ways brands can influence consumers
1. A brand can make identical products seem different
2. A brand can set up positive expectations
… which are self-fulfilling
3. A brand can instigate trust and take away risk
4. A brand can inspire loyalty and encourage repeat purchase
5. A brand can influence the price consumers are willing to pay
Pay more. Buy again. Believe the product is better.
Dave Trott & Murray Chick, CST (UK Advertising Agency)

41. How to create one

42. You build a brand by selling the product in
the most appropriate way
Dave Trott & Murray Chick, CST (UK Advertising Agency)

43. Relevancy
&
Remarkability

44. The Marketing Holy Trinity...
RELEVANCY
RECENCY FREQUENCY

46. Remarkable

47. The reason The Beatles were wildly successful
is because “they never did the same thing
ONCE”

48. Marketing’s evolution
FEATURES BENEFITS EXPERIENCE IDENTIFICATION
“What it is?” “What it does?” “What do you feel?” “Who you are?”
1900 1925 1950 2000

49. The golden circles of success

50. The golden circles of success
T
HA
W

51. The golden circles of success
HOW
T
HA
W

52. The golden circles of success
HOW
T
HA
W
W
HY

53. Renew Reinvent
vs.
To contemporise your brand
To redefine what you stand for
roots by expressing with new
as a brand and ask consumers
actions and/or revamped
to embrace a new you
communications

54. Renew

55. Apple’s first logo (1976) 1976-1998 Current logo

56. Apple invented the concept of digital lifestyle made possible by technology, human
intuition and design. They then continually re-invented it, challenging product and
communication norms

58. Coke has reflected and led culture through Rock’n’Roll, Rap and Indie, and
sponsoring events from the Olympics to the Football World Cup
But they’re best when they’re true to their essence of ‘happiness in a bottle’
Coke is the 5th most valuable brand
valued at $67 billion

60. McDonald’s found themselves as the poster child for obesity through Fast Food
Nation and Supersize Me
Their core of innovation got them through
New products, new partners and new programs
Best results in 30 years

61. Faces
Quality Value Occ. Aust.
Green
Warm
WiFi Health Stories
McCafe
New occ.
Quality
Open 24
Rev. stores Healthy Low rej.
Choices
Drive
through
Variety
PR Community Fresh made
Premium
Movies Nudie
JVs
Overlook Flexibility
Quality
McAngus Deli Choice Golden C.
Uncle Tobys

62. Reinvent

64. French Connection - lost and tired
Fcuk - “attitude”
1997 - 1998 42% share price jump

66. After negative PR from staff “mediocre fast pizza”
Pizza turnaround
“we’ve changed everything”
14.3% up year on year

68. Dove “Age of cosmeceutical miracles” 2004 - launched “The real truth about
Dove’s simple moisturisers = dull beauty” - only 2% of women around the
world think of themselves as beautiful
2005 - Dove’s self esteem fund
2006 - campaign for real beauty began

69. How do you know
which path to
take?

70. To renew or reinvent
RENEW
Successful brands should look to renew regularly.
A renewal should be treated with urgency if:

71. To renew or reinvent
RENEW
Successful brands should look to renew regularly.
A renewal should be treated with urgency if:
✓ there’s been an increase in the number, activity or success of competitors

72. To renew or reinvent
RENEW
Successful brands should look to renew regularly.
A renewal should be treated with urgency if:
✓ there’s been an increase in the number, activity or success of competitors
✓ there’s been a noticeable shift in the attitudes of your customers

73. To renew or reinvent
RENEW
Successful brands should look to renew regularly.
A renewal should be treated with urgency if:
✓ there’s been an increase in the number, activity or success of competitors
✓ there’s been a noticeable shift in the attitudes of your customers
✓ your communications are no longer considered ‘current’ within the marketplace

74. To renew or reinvent
RENEW
Successful brands should look to renew regularly.
A renewal should be treated with urgency if:
✓ there’s been an increase in the number, activity or success of competitors
✓ there’s been a noticeable shift in the attitudes of your customers
✓ your communications are no longer considered ‘current’ within the marketplace
✓ you haven’t been clear about your core positioning and the value it represents

75. When to reinvent
BRAND ASSETS
CUSTOMERS
✓ Have the attitudes and sentiments of the customers moved against your current positioning?
✓ Is there an untapped market that is more valuable than your current target?
✓ Is the risk of alienating your current customer base less than missing out on new customers?
COMPETITORS
✓ If you don’t move will the competitors overwhelm your position within the market?
✓ By abandoning your current position you’re not creating an opportunity for competitors?

76. When to reinvent
BRAND ASSETS
✓ Have the brand assets and brand values you’re perceived to currently hold lost their relevance within the
customer purchase decision?
CUSTOMERS
✓ Have the attitudes and sentiments of the customers moved against your current positioning?
✓ Is there an untapped market that is more valuable than your current target?
✓ Is the risk of alienating your current customer base less than missing out on new customers?
COMPETITORS
✓ If you don’t move will the competitors overwhelm your position within the market?
✓ By abandoning your current position you’re not creating an opportunity for competitors?

77. When to reinvent
BRAND ASSETS
✓ Have the brand assets and brand values you’re perceived to currently hold lost their relevance within the
customer purchase decision?
CUSTOMERS
✓ Have the attitudes and sentiments of the customers moved against your current positioning?
COMPETITORS
✓ If you don’t move will the competitors overwhelm your position within the market?
✓ By abandoning your current position you’re not creating an opportunity for competitors?

78. When to reinvent
BRAND ASSETS
✓ Have the brand assets and brand values you’re perceived to currently hold lost their relevance within the
customer purchase decision?
CUSTOMERS
✓ Have the attitudes and sentiments of the customers moved against your current positioning?
✓ Is there an untapped market that is more valuable than your current target?
COMPETITORS
✓ If you don’t move will the competitors overwhelm your position within the market?
✓ By abandoning your current position you’re not creating an opportunity for competitors?

79. When to reinvent
BRAND ASSETS
✓ Have the brand assets and brand values you’re perceived to currently hold lost their relevance within the
customer purchase decision?
CUSTOMERS
✓ Have the attitudes and sentiments of the customers moved against your current positioning?
✓ Is there an untapped market that is more valuable than your current target?
✓ Is the risk of alienating your current customer base less than missing out on new customers?
COMPETITORS
✓ If you don’t move will the competitors overwhelm your position within the market?
✓ By abandoning your current position you’re not creating an opportunity for competitors?

80. When to reinvent
BRAND ASSETS
✓ Have the brand assets and brand values you’re perceived to currently hold lost their relevance within the
customer purchase decision?
CUSTOMERS
✓ Have the attitudes and sentiments of the customers moved against your current positioning?
✓ Is there an untapped market that is more valuable than your current target?
✓ Is the risk of alienating your current customer base less than missing out on new customers?
COMPETITORS
✓ If you don’t move will the competitors overwhelm your position within the market?

81. When to reinvent
BRAND ASSETS
✓ Have the brand assets and brand values you’re perceived to currently hold lost their relevance within the
customer purchase decision?
CUSTOMERS
✓ Have the attitudes and sentiments of the customers moved against your current positioning?
✓ Is there an untapped market that is more valuable than your current target?
✓ Is the risk of alienating your current customer base less than missing out on new customers?
COMPETITORS
✓ If you don’t move will the competitors overwhelm your position within the market?
✓ By abandoning your current position you’re not creating an opportunity for competitors?

82. Questions?
© Copyright 2011 All rights r eser ved by St ep Change Marketing in perpetuit y

83. Join us on LinkedIn - just google Jeffrey Cooper/
Ashton Bishop
Try The Virtual Marketing Strategist -
www.thevirtualmarketingstrategist.com
Check out our YouTube channel
“Step Change Marketing”

84. Thank you
© Copyright 2011 All rights r eser ved by St ep Change Marketing in perpetuit y

85. APPENDIX

86. Situation 2003 was the year of the G5 mac, iTunes and the
1976 Apple launches iPod Apple’s stock has continued to go up since
1984 was the heroic 1984 launch commercial
1984 Jobs resigns as chairman 2003 – shares closing in on $20
1987 Apple had 20% market share 2004 – shares in the $30 - $40 range
1997 share had dropped to 4% 2005 – shares close to $50
1997 Jobs returns 2006 – shares in the $60 - $70 range
2007 – shares closing in on $140
Tactics 2010 – currently trading $261.93
Innovation and advertising that was true to its
core values
Results
Innovations Campaigns
Apple Computers 1984... 1984 Ad
(colourful iMacs of the late 90s to the sleek and
sophisticated designed MacBook Pros) Think Different Campaign – 1997
Digital Lifestyle: iLife Suite - iTunes, iMovies, iPhone, iMac Campaign – 1998
iDVD & Garageband
Silhouette Campaign – 2001
iPod
Switchers Campaign – 2002
iPhone
Get a Mac Campaign – 2006
iPad
App Store
Apple TV
“Apple was successfully revitalised, not because the brand name changed, but
because it found its way back to its core” Atzwanger

87. Situation Sponsoring major events:
Born in 1885...The world’s most Olympics
recognisable brand and what the US Sports Leagues
company has done to continuously FIFA World Cup
keep it that way
English Premier League
Stay true to “happiness in a bottle”
Tactics
Always in the mix of current events
Results
and trends
The world’s 5th most valuable brand
From rock and roll in the 50s to rap in
valued at over $67billion USD
the 90s and indie rock in the 21st
century
Innovations Campaigns
Over 400 drink products in more than 200 countries Drink Coca-Cola (1886)
Size and format packaging The Pause that Refreshes (1929)
Diet Coke The Cold, Crisp Taste of Coke
Coke Zero (1958)
Cherry Coke It’s the Real Thing (1969)
Vanilla Coke Always Coca-Cola (1993)
Lime Coke Enjoy (2000)
Caffeine-free Coke Life Tastes Good (2001),
Mother Real. (2003)
Fanta Make it Real (2005)
PowerAde The Coke Side of Life (2006).
Open Happiness

88. Situation Heart Foundation Tick on Healthy Choices
Business was going poorly in the face of being the poster child for Australia’s largest WIFI network
obesity – everyone was on their back McCafe - qualitatively as good as Gloria Jeans
Fast Food Nation McAngus continues to boom and bring in an incremental $3million per
Super Size Me week
News Media
Government Results
And, most importantly, consumers were voting with their feet and opting Best results in 30 years
for a salad at Wendy’s or a Subway sandwich Success story through the GFC
Tactics
Addressing the big issues and constantly innovating and moving forward
A menu that didn’t meet the needs of consumers - Adding healthier menu
offerings – Salads Plus, bags of fruit
A brand that symbolised junk food : ‘Be Active Programme’
A declining market and no strategy for growth: New products to create
new revenue streams
The myths: The Myth Buster campaign, Associations with respected
brands
A sitting duck – they weren’t doing anything to respond: Spent millions
changing to a healthier oil
Actions

89. Situation The renaming brought new recognition and a new
Fashion retailer, French Connection was being lost in the emotional connection to the brand
increasingly vast array of UK clothing brands The brand’s image and awareness were improved
Young consumers were no longer thinking of the brand as young, From March 31, 1997 to April 30, 1998, there was a 42.2%
hip, modern…’for them’ increase in the FCUK share price
The FCUK brand saw record profits and rapid extension
Tactics worldwide
The fashion retailer decided that in order to compete with the A huge demand for “FCUK” logo apparel was created,
increasingly competitive fashion market, they needed to revamp because people wanted to identify themselves with what
their brand’s image the brand stood for
Needed to build an emotional connection between consumer and The controversial campaign created buzz, which led to
brand free press for FCUK
Needed brand to appeal to the younger, hip market The ads that were banned helped promote their website,
because consumers who wanted to see advertisements
Actions had to go to their website to view them
French Connection renamed their brand, FCUK in 1997 to revamp
its image and break away from all the clutter of the industry
The renaming was accompanied by a bold and controversial
advertising campaign
Campaign played on the FCUK acronym and featured ads with
FCUK on the front followed by various words to create bold
statements
“FCUK fashion”, “FCUK advertisements”, “FCUK
Christmas”, etc.
Results

90. Situation 400 local TV stations picked up the story, with 700,000 views on
Made famous for the 1973 claim, under 30 mins or it’s free pizzaturnaround.com. Currently have 80K Facebook fans
Faced with food safety issues after staff posted videos of pizzas being May 2010 y/o/y rolling +14.3% vs Pizza Hut +5% and Papa Johns +.4%
bastardised prior to delivery
Known for “mediocre pizza delivered fast” Innovation
Dominos have a constant innovation program. Looking for speed and
Tactics ease. Invented refinements in the pizza process, introduced Tivo ordering,
Re-invention told through the filter of transparency web build-your-own, iPhone apps, social media and the Pizza Tracker
Refocus on quick and tasty pizzas, but totally transparent about it Part of their ongoing commitment to use technology to enhance the pizza
(buying) experience
Actions
Pizza Turnaround - “We’ve changed everything” ... rebuilding pizza from
the crust up
Followed up with “Pizza Holdout” - with a MGM mechanic with rewards,
this focused ATL to get people to try the new pizza
Results

91. for real beauty campaign
Situation A commercial for Dove's ”Campaign for real beauty”, in 2006
It was the age of ‘cosmeceuticals’ - with a myriad of fancy and miracle The movie shows a sequenced photo shoot of a female average-
ingredient products making Dove’s simple moisturisers seem dull. looking model done by professionals, this including the styling, make-
Marketing had changed. In 1987 a 30 sec could be aired x3 and up, the shoot itself, and the additional retouching done by computer
achieve 80% penetration. In 2006 it would required 150 airings for The goal was to promote Dove's “Self-esteem fund”
same effective reach (Himpe 2006)
40% internet users are exposed to comments and articles about Results
products or brands. 30% read blogs about brands. up to 20% create The campaign has reached over 1/4 of all internet users
some form of content that’s brand related Evolution attracted over 7 million views
Only 2% of women around the world describe themselves as beautiful 30,000 testimonials about real beauty
81% of women in the U.S. strongly agree that “the media and Has now been “launched” in 40 countries
advertising set an unrealistic standard of beauty that most women can’t Generated over $60 million in free media value
ever achieve” Tracking indicates the campaign changed people’s relationship to their
own beauty and that of others
Tactics People who saw it have statistically significant increases in brand
In 2004 Dove (Unilever) commissioned “the real truth about beauty” engagement, propensity to purchase and advocacy scores
study. It revealed that the distorted portrayal of women was stopping The originality and the relevancy of the message were identified as the
girls and women enjoying their own beauty and damaging their self- main drivers for the campaign’s success
esteem
In 2005 Dove Self Esteem Fund was established
In 2006 Real Beauty Workshops started to run
Late October Daughters and Evolution were released on the internet
Actions