NO SIGNAL
(Annoying Continuous Beep)
@johnantonios
#jatrains
Building Powerful Brands
MARKETING @johnantonios
Today’s Workshop Plan
• Raw Marketing
• Marketing Strategy
• Market Analysis
– Exercise – Raw Data Analysis
• Brand Sense
– Holistic Selling Proposition
– Case Study – SUBWAY Sandwiches
… so what’s all the fuss about?
RAW MARKETING
RAW MARKETING
VALUE
Creating &
Managing
RAW MARETING
How to create a customer?
Marketing Strategy
DEVELOPING A MARKETING STRATEGY
Organizational
Learning
Market Analysis
Objectives &
Assumptions
Strategic
Decisions
Buyer
Learning
Strategy
Implementation
Outcomes
DEVELOPING A MARKETING STRATEGY
DEVELOPING A MARKETING STRATEGY
Organizational
Learning
OBJECTIVES
• Market outcomes (e.g. sales)
• Financial metrics (e.g. return on investment)
• Measure of customer knowledge (e.g. brand
awareness or perception)
Market Analysis
Objectives &
Assumptions
Strategic
Decisions
Strategy
Implementation
COMMON ASSUMPTIONS
• More options is better than fewer options
• A Lower prices is preferred to higher price
• Information improves choice
Buyer
Learning
Outcomes
Building Powerful Brand through the SENSES
Brand Sense
Why is this
commercial so
inviting?
(Hint: the answer
does not revolve
around Nancy)
Nancy Ajram – Coca Cola Ad
Branding & The 5 Senses
• Almost our entire
understanding of the
world is experienced
through our senses.
• Our senses are or link to
memory and can tap
into emotion.
Had to include this horrific
picture to get you back in the
mood of working!
From Unique Selling Proposition to …
• Emotional Selling Proposition (ESP), where products were perceived as
different primarily because of an emotional attachment.
• Organizational Selling Proposition (OSP), where the organization or
corporation behind the brand in fact became the brand.
• Brand Selling Proposition (BSP), where the brand was stronger than the
physical dimensions of the product.
• Me Selling Proposition (MSP), which saw consumers taking ownership of
their brands.
The Future of branding will embrace the Holistic Selling
Proposition (HSP). HSP brands are those which not only anchor
themselves in tradition but also adopt characteristics of religious
sensory experience to leverage the concept of sensory branding
as a holistic way of spreading the news.
Kill YOUR Logo
Smash Your BRAND
Smash YOUR Brand
Smash YOUR Brand
Smash YOUR Brand
Tradition
Service
Ritual
Behavior
Navigation
SMASH
YOUR
BRAND
Sound
Picture
Icon
Color
Language
Shape
Name
Don’t Forget to Connect
John Antonios
Creative, Passionate, & Dedicated
Social Media & Personal Branding Consultant
Mob: +961.70.204005(Lebanon)
Mob: +2.016.1459994 (Egypt)
THANK YOU
…
&
CU
2MORROW!