Dunkin Donuts, Visa, General Mills - these are just a few of the iconic companies brand-builder Andy Freedman spent time at before taking the deep dive into startups. Join Andy to learn concrete approaches and challenges to consider when crafting your startup's brand. Take a play from the big leagues to understand how to develop a positioning statement that shapes your marketing strategy.

1. presents
The Power of Brand:
Why Your Startup Needs it!
Andy Freedman
@ahfreedman

2. Andy Freedman
andy@aharrisventures.com
@ahfreedman

5. Marketing Takes Many Shapes
General Management Mktg
Mills)
Consumer Marketing
(Dunkin)
(General
•
P&L Mgmt
•
‘Hub & Spoke’ Model
• Role variation (new product, core business,
sales)
• Consumer marketing as a part (not the
whole)
•
•
•
•
Tech/Product Marketing
(LevelUp)
Sponsorship Marketing
(Visa)
•
•
•
•
•
Mktg budget mgmt
Develop campaign/creative strategy
Agency Management
Partner Management (Property)
Media partner relationships
Mktg budget mgmt
Develop campaign/creative strategy
Agency management
Partner Management (Franchisees)
•
•
•
•
Engineering/Product Driven
‘If you build it mentality’
Customer Acquisition Driven
Test, Learn, Evolve Approach
5

14. Two Takes on One Sponsorship
Visa + NFL
Uber + NFL
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15. Exercise: building your brand
"What
we
stand
"What
for"
you
will
"What
experi
we do"
ence"
•
•
•
Your Brand Promise and Ultimate Vision
Consumer Value
Consumer Value
How it will feel
What you expect
Consumer Value
What you remember
Consumer Value
How it works
Consumer Value
How you feel about the
brand
Technical and Functional Benefits the Brand is Built Upon
The problem your product/service solves
How your product/service works?
How are you better than other product/service offerings?
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16. Exercise: building your brand [Example: UBER]
"What
we
stand
"What
for"
you
will
"What
experi
we do"
ence"
“Instant
Gratification”
Transparent
Consistent
Clear communication of our
pricing and service
Same consumer experience no
matter the city
Convenient
Reliable
Valuable
Take away the friction of
transportation (payment, order)
Always deliver on the promise
Uber sets
Leaves user feeling good about
decision and compelled to
Professional Drivers
Immaculate cars
•
• Carefully vetted drivers
“One Tap to Ride”
• Simple Design + UX
• Frictionless Payment
Affordable Luxury
Honest
• Tiered product offering •
• Strive for 30% cost saving
to market
Tell the consumer
everything upfront
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17. Exercise: building your brand [
]
"What we
stand for"
"What you
will experience"
What
we do"
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18. Course Title
Course Title
INSTRUCTOR NAME