Brand Strategy: “What you need to do to create a strong brand for your business and how to market your brand.”

1. Brand Strategy: “What you need to do to create a strong brand for your business and how to market your brand.”

2. Contents • Who am I? • Who do we work with? • Marketing? • Summary

3. Who am I?

4. Gordon Brown • Over twenty five years educational and business experience in sales and marketing. • This included fourteen years with Bass Brewers finishing as Director of Brands for the Tennents portfolio. • In 2000, as a board director, Gordon was part of the successful floatation of e-comsport Group plc - a sports technology company. • Education includes an Honours Degree, Post- Graduate Diploma in Management Studies and an MBA. • Gordon is a Member of the Chartered Institute of Marketers, Member of the Marketing Society and a Chartered Marketer.

5. Who do we work with?

6. Clients

7. What do we do?

8. Service Offering. • Marketing Strategy Reviews • Marketing an Sales Consultancy • Branding advice • Marketing coaching and training • Consumer insight advice • Marketing/Brand/Activity planning • Workshops/Brainstorm facilitation • Creativity Training

9. Marketing?

10. Marketing??? Advertising Public Relations Sales Promotion Direct Marketing Brochures Leaflets Web Sites etc etc

11. A Definition “The art of marketing is largely the art of brand building. When something is not a brand, it will probably be viewed as a commodity. Then price is what counts. When price is the only thing that counts, the only winner is the low-cost producer.” Philip Kotler 1999

12. Another Definition Marketing is… “Managing customer demand profitably”

13. Marketing has two elements = Planning + Implementation 5% 95%

14. The Importance of Planning. “Would you tell me, please, which way I ought to walk from here?” said Alice to the Cheshire cat. “That depends a good deal on where you want to get to”, said the cat. “I don’t care much where”, said Alice. “Then it doesn’t matter which way you walk”, said the cat. Lewis Carol, Alice in Wonderland.

15. Where do we start?

16. Three things you NEED to know • What is at the core of your brand(s)? - YOUR POSITION IN THE MARKET • Who is going to interact with your brand(s)? • What is it about your brand(s) that motivates the customer to interact with you and not your competition?

17. So what should a sales and marketing plan look like?

18. The contents of a plan • Introduction • Marketing Overview • Key Performance Indicators • Key Issues • Brand Positioning • Consumer/Customer Profiles • Communication Strategy • Access Strategy • Value Strategy • Research Plan • Activity Plan

19. Articulating you position in the market - the Key to any Sales and Marketing Plan

20. Quotes • “Whatever happens the US navy is not going to get caught napping.” • Frank Knox, US Secretary of Navy, Dec 4th 1941 • (Pearl Harbour attacked on December 7th) • “Who the hell wants to hear actors talk” • Harry M Warner, Warner Brothers, 1927 • “We don’t like their sound. Groups of guitars are on their way out.” • Decca Records rejecting the Beatles, 1962

21. Quotes • “Television won’t be able to hold onto any of the market it captures in the first six months. People will soon get tired of staring at a plywood box every night,” • Daryl F Zanuck – Head of 20th Century Fox, 1946. • “Man will not fly for another fifty years.” • Wilbur Wright talking to his brother in 1901 (they first flew in 1903).

22. Brand Positioning • Vision • Where do you want your brand(s) to be in five years? • Insight • Why do you believe this vision is possible? • Target Customers • Who will interact with your brand(s)? • Usage • How will they interact with your brand(s)? • Competitive Products/Services • Who are your main competition?

23. Brand Positioning • Brand Promise • What are the key reason(s) that customers will interact with your brand(s) • Brand Support • Rational – the tangible reasons a customer interacts with your brand(s) • Emotional – the intangible reasons • Brand Personality • If your brand(s) was/were a person who would they be? • Brand Essence • The two words that sum up your brand(s)?

24. How do you do this? • Step 1: • Clarify your thoughts: • Identify the Strengths, Weaknesses, Opportunities and Threats facing the brand. • Step 2 • Check the output from Step 1 with your key customers – where do they agree and disagree with Step 1? • Step 3 • Present recommendations/build the plan

25. Thanks for listening.

26. Workshop

27. Workshop • Let’s keep it simple. • S.W.O.T. • Brand Positioning • Next steps.

28. S.W.O.T. • Ten minutes – no more: • What are your strengths? • What are your weaknesses? • What are your opportunities? • What are the threats?

29. Brand Positioning • Thirty minutes: • Fill in the boxes. I’ll help. • Where are the gaps? • Who can help fill the gaps?

30. Brand Positioning • Vision • Where do you want your brand(s) to be in five years? • Insight • Why do you believe this vision is possible? • Target Customers • Who will interact with your brand(s)? • Usage • How will they interact with your brand(s)? • Competitive Products/Services • Who are your main competition?

31. Brand Positioning • Brand Promise • What are the key reason(s) that customers will interact with your brand(s) • Brand Support • Rationale – the tangible reasons a customer interacts with your brand(s) • Emotional – the intangible reasons • Brand Personality • If your brand(s) was/were a person who would they be? • Brand Essence • The two words that sum up your brand(s)?

32. Next Steps • Check with your ‘internal customers’ that the S.W.O.T. is correct. • Who are they; • Work colleagues. • HPIC advisors. • Accountant. • Partners. • Do the same exercise with five customers. • Where do they agree with you/disagree with you? • Complete the Brand Positioning. • Now time to plan.

33. Gordon Brown Mob: 07712 141124 E-Mail: gordon.brown@circuitbreak.co.uk Land: 0141 585 7486