Building a Valuable and Effective Brand

Brand Alignment Session

June 21, 2000

Today’s Agenda

9:00 – 9:15 AM - Coffee/Breakfast

9:15 – 10:00 - Agenda – Setting Expectations

- Introductions

- Ground rules

10:15 – 1:00

12:00-1:00

1:00 – 2:30

2:45 – 3:45

3:45 – 4:00

4:00 – 5:00

5:00 – 5:30

- Exercise 1

- Discussion of results

- Lunch

- Exercise 2

- Target audience definition & need state

- Exercise 3

- Positioning

- Break for whatever…

- Revisit goals & expectations

- Next steps in the process

© 2000, TFA/Leo Burnett Technology Group. All rights reserved.

Introductions

From TFA/Leo Burnett…

•Brian Chertok – VP, Group Account Director

•Steve Hall – Account Supervisor

•Jennifer Grella – Account Executive

•Ceara Duffy – Account Coordinator


Introductions

From Wired Empire…

© 2000, TFA/Leo Burnett Technology Group. All rights reserved.

Ground Rules

Open forum

Open minds

Titles mean nothing

Nothing is wrong

Think outside the box

Keep your eye on the prize

Leave it all on the court


Why are we here?

• The market is ripe for ownership

– Preliminary research indicates there is no one leader in the “e-direct marketing/management” space

• Ownership comes from the markets understanding of crystal clear company positioning

– Desire to have market equate e-marketing with

WiredEmpire

• Basis to…Development and execution of newly developed Brand statement to the marketplace


What do we know so far

• Insight from Focus Groups, etc.


But first, some definitions….

BRAND

• the genetic material that differentiates your organization from others.

• Attributes that provide some sort of emotional satisfaction, tangible or intangible, rationale or irrational

• Represents the operational model of your company

• Simple Terms: The difference between the value of the

Brand to the consumer and the value of the product without the branding.


First, some definitions….

VISION

• What you want to be.

• Attributes need to be enduring, timeless.

• Must be slightly out of reach.

• Must have internal buy-in.

• Represents the end-goal.



MISSION

• How you plan to achieve your Vision.

• Uniquely realistic.

• Challenging.

• Renewable.



ESSENCE

• What you want them to feel about you.

• What words can’t explain.

• Inner-directed.

• Specific.



POSITIONING

• Must identify

• Who (target market)

• What (What we want the customer to say about us)

• How (Unique selling proposition)


Brand Profile

Internal

Vision

What we want to be.

Mission

What we want them to do

© © 2000, TFA/Leo Burnett Technology Group. All rights reserved.

External

Essence

What we want them to feel.

Positioning

What we want them to say.

The Development process…

I. Developmental II. Aspirational

III. Experiential IV. Evolutionary


A phased approach


• Terms of engagement

• Roles & responsibilities

• Timelines/milestones

• Expectations

• Deliverables

IV. Evolutionary


A phased approach


III. Experiential

• Internal alignment

• Positioning

• Business contribution

• Brand conception

• Development of

Creative Guidelines


A phased approach

• Presentation of creative guidelines

• Navigation

• Site architecture

• Content strategy

• Creative development

• Beta site posted

III. Experiential IV. Evolutionary


A phased approach

I. Developmental

III. Experiential

II. Aspirational

• Tracking & measurement

• Testing

• Revisions/enhancements

• Increased brand accuracy

IV. Evolutionary


Where we’re at today…

II. Aspirational


• Positioning






But there are some considerations

II. Aspirational


• Positioning





• Speed/time to market

• Accelerated process

• No CEO

…and that could effect the accuracy of execution


Expectations & Goals


Expectations

Internal alignment & consensus on:

• Values & essence

• Positioning…Vision? Mission?

• Target audience definition

• Target audience need state

• Business drivers


Goals

• Get the necessary information to create the

WiredEmpire brand platform:

– Is compelling to your target audience (internal & external)

– Positively contributes to your business goals

– Forms framework for all customer and prospect contact

– Will refine the brand experience over time

With the understanding that it will start internally and emanate outward


Exercise 1:

Do you have your homework?


What did you bring and why?

The rules:

• Show us what you brought to represent your company.

• The rest of the group will try to guess why and/or what it means.

• You tell us the real reason(s) for your choice

• You grade the group on its intuitiveness.


Recap

• Are there any common words, phrases or themes?

• Are there any glaring omissions?

• Is there one object that covers everything?

• Is this representative for the entire company?

• Anything else?


What does this help us define?

• What is your company’s vision?

• What is your company’s mission?

• Ideally, what does your company’s brand stand for?

• What’s your desired brand personality?


Exercise 2:

Let’s think about your target audience

Previously identified as…

• The marketing community

• Current employees

• Prospective employees

• Clients/customers (current & potential)

But first, tell us about WiredEmpire

Relative to your target audience(s):

• What unique claim can you make about your product/service?

• What is your customers and prospects current perception of your product/service?

• What is your desired perception?



Try on some new shoes

Walk a mile in someone else’s shoes

The rules:

• Break into 3 groups

• Choose a picture to represent your target audience

• Step into that person’s shoes and tell us about them and why they would be interested in Wired Empire software



Recap

• Are there any common words, phrases or themes?

• Are there any glaring omissions?

• Is there one target that covers everyone?

• Is this representative for the entire company?

• Anything else?


Some general questions

• What is your audiences’ primary pain point?

• Describe the audiences’ demographics – values, attitudes, lifestyles, age range, household income and education.

• Are there noteworthy segments requiring different messages?


Some general questions

• What are the top objections your prospects have to buying from you and how would you respond to each objection?

• What is the tone or personality you are trying to project?

• Does this match up to your target audience?


Exercise 3:

Positioning

Creating Believers


Positioning - Exercise

The “Who.”

The “What.”

The “How.”

Must be unique, distinguishable and sustainable from competitive options.


Positioning – Who?

__________________________________________

__________________________________________

__________________________________________

__________________________________________

__________________________________________

__________________________________________

__________________________________________



Positioning – What?

__________________________________________

__________________________________________

__________________________________________

__________________________________________

__________________________________________

__________________________________________

__________________________________________



Positioning – How?

__________________________________________

__________________________________________

__________________________________________

__________________________________________

__________________________________________

__________________________________________

__________________________________________



Final Positioning

__________________________________________

__________________________________________

__________________________________________

__________________________________________

__________________________________________

__________________________________________

__________________________________________



Have we done what we set out to do?


Have we reached…

Internal alignment & consensus on:

• Values & essence

• Target audience definition

• Target audience need state

• Business drivers and Web contribution

• Positioning


Did we…

Get the necessary information to a brand platform that:

• Is compelling to your target audience (internal & external)

• Positively contributes to your business goals

• Begins to develop and define the Wired Empire brand

• Will refine the brand experience over time


THANK YOU FOR COMING!

Building a Valuable and Effective Brand

Brand Alignment Session

June 21, 2000

Expectations & Goals

Exercise 1:

Do you have your homework?

Exercise 2:

Let’s think about your target audience

Try on some new shoes

Exercise 3:

Positioning

Creating Believers

Positioning - Exercise

Positioning – Who?

Positioning – What?

Positioning – How?

Final Positioning

Have we done what we set out to do?

THANK YOU FOR COMING!

Related documents

Products

Support

Building a Valuable and Effective Brand

Brand Alignment Session

June 21, 2000

Expectations & Goals

Exercise 1:

Do you have your homework?

Exercise 2:

Let’s think about your target audience

Try on some new shoes

Exercise 3:

Positioning

Creating Believers

Positioning - Exercise

Positioning – Who?

Positioning – What?

Positioning – How?

Final Positioning

Have we done what we set out to do?

THANK YOU FOR COMING!

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