- 25 years management and marketing experience with focus on brand strategy and product marketing
- Executive Marketing positions for Fortune 100, mid-size, and early-stage companies
- Brands include Sony children and family media properties, Colgate toothbrushes, Mennen Speed Stick, and Konica photo imaging products
- During tenure, Sony properties Sesame Street, Random House and Golden Family Entertainment properties earned 30+ RIAA gold and platinum awards, 2 Grammy awards, and 1 Emmy award
- All 10 Best Practices
- Pre-Call Discovery Process
- One-on-One Call with Expert
- Session Summary Report
- Post-Session Engagement
Brand Strategy - Consumer Products and Services
A brand expresses the relationship between an organization and its users. This relationship is measured by all the interactions between the organization and the users. These interactions include a spectrum of “touch points” such as:
- The product or service itself — the ingredients, price, packaging, features, benefits and quality;
- The messages and materials across all media that describe the organization as well as its products and benefits;
- Employees, partners and advocates, not only those who represent the brand externally but also those who support the brand internally;
- The facilities, systems, processes, technologies and programs that help to deliver the product or service;
- The metrics that measure and reflect the organization’s efforts, such as financial performance, operational data, external reputation and corporate culture;
- The satisfaction, morale and fulfillment of all stakeholders, not only customers and employees but also suppliers, partners, investors, media and advocates.
- Brand architecture
The brand architecture is a visual rendering of the brand identity that summarizes divisions, brands, and products. It depicts how various entities in the organization are unified or affiliated. The brand architecture should also include naming strategy, positioning, and segmentation information.
- Brand book
A brand book documents all aspects of a brand for internal and external use. A high-quality brand book will include standards and guidelines, brand architecture, visual identity, core messaging and a library that documents proper use of names, logos and marks.
- Brand diagnostic/SWOT analysis
The objective analysis of a brand's "strengths, weaknesses, opportunities, and threats." A SWOT is one tool to diagnose a brand before embarking on a branding (or re-branding) effort. Stakeholder interviews, competitive analysis, and scorecard analysis are other diagnostic elements.
- Brand efficacy
Something is efficacious when it delivers the desired result or has the desired effect. A brand is efficacious when it keeps its brand promise.
- Brand equity
Brand equity refers to the strength and value of the brand in the minds of consumers. Equity can be measured in awareness, positive or negative perception, or shareholder value.
- Brand experience
Brand experience describes the consumer’s encounters and interactions with ar band, and resulting level of satisfaction.
- Brand identity
The brand identity is the way the brand is expressed and remembered. The brand identity is primarily visual and verbal: slogans, logos, imagery and forms. However, a brand identity can be aural (jingles or musical signatures such as Intel) or even textural (the smooth chrome surface of an Airstream trailer).
- Brand message
The brand message is how the brand is articulated so that its uniqueness is conveyed effectively to customers and prospects. It consists of a messaging platform from which all communications cascade. The messaging platform should have three elements: 3-5 core messages; relevant supporting points for the core messages, and editorial guidelines which give additional direction and help establish the brand's voice (its tone, personality, etc.).
- Brand portfolio
From a business perspective, the term “portfolio” is generally used to describe the organization's array of products and services. The "brand" portfolio contemplates not only the individual products, but the architecture of how products and divisions rest underneath a corporate umbrella.
- Brand positioning
Brand positioning refers to the description of the brand in the context of external factors such as the market landscape, consumer segments and targets, or the competition.
- Brand promise
Brand promise is the overall proposition that defines and differentiates the brand. The brand promise is the source of demand in the marketplace. Strong brands keep their promise, and weak brands break their promise.
- Brand review board (BRB)
A brand review board is a cross-functional team that reviews branded materials, establishes standards and templates, and performs compliance audits to alert key stakeholders to any potential problems.
- Brand strategy
Brand strategy is the effort to build and maintain a positive brand relationship between organization and user, and therefore maximize a brand’s value in the marketplace.
Five key elements of the brand strategy are the promise, the identity, the portfolio, the message, and the experience. These elements, individually and together, are defined, designed, delivered, and evaluated in a four-phase cycle. Unsurprisingly, the role of the brand manager is to oversee both the elements and the cycle.
- Core values
What are the organization’s beliefs? What does the organization stand for?
- Key behaviors
What is expected of the people who represent the brand? How will the brand engage, internally and externally?
- Mission statement
The mission statement defines the brand’s primary purpose today, often by answering the question, "Who are you and what do you do?"
- Product information binder (PIB)
The product information binder is a document that defines an organization's products and services. At a minimum, the PIB should contain an adequate description of the product, its main features, benefits, and points of differentiation, as well as clear statement of the value proposition.
- Tracking study
Tracking studies are quantitative surveys that help paint a macro picture of the attitudes and perceptions toward the brand within the marketplace. Tracking studies can be designed to measure brand awareness, purchase intent, usage, messaging and satisfaction.
- Vision statement
To what does the brand and business aspire? What impact will be realized in the future?
- Voice of the Customer (VOC) research
VOC research is a micro-research tool. It can be qualitative or quantitative, but the goal in either case is to collect input that zeros in on critical stakeholder groups both within and outside of the organization.