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Two sides of marketing

Two sides of marketing. 1. The good stuff. 2. "Doing a Hugo" . Image wrapper branding. "Re-brand" = £22 million. Hugo's fave. ‘The re-brand will over-arch everything in the business, and springboard our “guest obsession” activity even further forward.’ Gerard Tempest, Marketing Director.

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Two sides of marketing

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  1. Two sides of marketing

  2. 1. The good stuff

  3. 2. "Doing a Hugo"

  4. Image wrapper branding

  5. "Re-brand" = £22 million Hugo's fave ‘The re-brand will over-arch everything in the business, and springboard our “guest obsession” activity even further forward.’ Gerard Tempest, Marketing Director

  6. Close 2nd

  7. Sizzle 'n stretch

  8. Sizzle

  9. By laddering

  10. We can stretch

  11. Or can we? "Do you think I could get a decent shave? Oh no. The lubrastrip made my face too slippery, the blade clossness led to contstant blocking, and my face was feeling raw. In the end I resorted to my trusty Asda Razor, who finished the job with efficiency."

  12. Be careful who we pick a fight with

  13. Fragmentation

  14. Neglecting the core

  15. Meanwhile... 47% (Now) OWN LABEL SHARE of UK RETAIL 22% (1981)

  16. “My job is to ‘undo’ the marketing of brands and drive consumers to own-label alternatives. Our products are not only more profitable, but also of superior quality.” Asda Marketing Director, Marketing 10 May 2006

  17. 1. What made us famous?

  18. What to keep? Loose? Update?

  19. 2. Leave the ladder where it belongs...

  20. “SAUSAGE”: PRODUCT “SIZZLE”: EMOTION

  21. Sausage

  22. Sizzle

  23. Sizzle

  24. “SAUSAGE” “SIZZLE”

  25. “SAUSAGE” “SIZZLE”

  26. Stretch selectively

  27. Building business Dramatising brand idea

  28. FROM: “Worrying about your wet baby” Vision

  29. FROM: “Worrying about your wet baby” TO: “Caring for your baby’s development” Vision

  30. Build brand by building business

  31. Grow the core

  32. +1% Core (£100 mill) +50% Making a million Extension (£2mill)

  33. Love the core Support for anchor version Core range extension

  34. Even with NO innovation

  35. Upgrade the core

  36. The power of packaging

  37. To get creative, cut the budget

  38. “ADVERTISING IS A TAX FOR HAVING AN UN-REMARKABLE PRODUCT” ROBERT STEPHENSON, CHIEF INSPECTOR, THE GEEK SQUAD

  39. People > process

  40. DAVID TAYLOR, MANAGING PARTNER, THE BRANDGYM david@thebrandgym.com brandgymblog.com

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