This document provides an overview of brand building in 10 minutes. It discusses that a brand is an asset comprised of the ideas, associations, expectations, and feelings evoked by a company's name or logo. The objective of brand building is to create a set of impressions that will result in profitable relationships. These impressions can be shaped by who the company is, what they do, what they express, and what others say about them. The document stresses focusing on defining a compelling "big idea" that differentiates the brand before implementing tactics. It provides a checklist to assess if a company has defined its big idea and is aligned around engaging audiences.

1. Brand building in 10 minutes.
FPO
StealThunder
MANAGEMENT CONSULTING FOR YOUR BRAND

2. If you have a business, "
you have a brand."
But is your brand working for you?

3. Strong brands pay off.
Differentiate, drive preference –
even among parity products
$ 68 B BRAND EQUITY
Create new business, partner, "
and channel opportunities
Command a price premium
Focus, align, and integrate " $ 48 B TANGIBLE ASSETS
the efforts of the organization
Increase marketing efficiencies; "
reduce marketing costs
$116B MARKET CAP
Increase corporate valuation "
and shareholder value
Coca-Cola equity from Interbrand Best Global Brands rankings, 9/2009

4. Your brand is not your name or logo.

5. Your brand is an asset comprised of "
the ideas, associations, expectations,
and feelings that your name or logo
brings to mind.

6. The objective of brand building is "
to create a set of impressions that will
result in profitable relationships.
These brand impressions can be "
shaped by four key factors…
Nike!

7. 1. Who you are
Leadership
Industry, category
Vision and mission
Competencies
Culture and values
Heritage, track record
Employees
Location, nationality
Spokesmen/women
Corporate citizenship
How you set direction for the brand

8. 2. What you do
Products and services
Patents, IP
Channels (online, retail)
Research and development
Partnerships
Product design
Pricing
Quality control
Licensing
Service and support
Manufacturing
Employee training
How you deliver value through products and services

9. 3. What you express
Logo, identity system
Website, blogs, online communities
Names
Twitter, Facebook
Advertising, promotions
Public relations
Product design
Corporate communications
Packaging, collateral
Investor relations
Retail design
Employee communications
Signage, vehicles
How you build awareness and set expectations of value

10. 4. What others do and say about you
Like
Competition
Social networking
Industry conditions
Current events
Economic conditions
Customers
Political climate"
Culture and trends
Brand impressions you don’t control

11. Traditional focus: build brand awareness

12. But awareness is only the beginning
DISCOVER
PREFER
CONSIDER
PURCHASE / USE

13. The “whole brand” picture
Any of these elements can play a "
role along the path to preference."
Focus on the areas that matter "
in terms of attracting and
retaining your most valuable
customers.
Like

14. You can’t afford to go straight to tactics.
“
Creating buzz, breaking through the static,
embracing viral marketing — everyone’s "
tried it…even if there wasn’t a relevant product
or service behind the campaign.
Never in the history of marketing have so "
many companies spent so much for so little.”
— SCOTT BEDBURY

15. The starting point must be defining your "
“big idea”— what you stand for, "
how you’re different, and why you matter "
to the audiences you value most.

16. This idea is the
touchstone to "
focus everything "
you do and say.
Is your big idea:
It’s critical to get "
it right.
YES
NO
1. Differentiated
2. Authentic
3. Relevant
4. Tangible

17. Getting it right
1996 " 1998 – 2010

18. Wrong idea Right idea
“serious business " “cool products that "
machines”
delight”

19. Unfocused Focused

20. Sinking Soaring
$3. B
1
$230 B
1996 MARKET CAP
1
2010 MARKET CAP
7.1%2
12%3
74%4
14%5
1. Wikinvest 2. BusinessWeek 2-05-06
3. Deutsche Bank, includes iPad 4. Apple media event, 9/2009 5. Deutsche Bank

21. Brand ROI checklist
1.
2. " 3.
Do you have a " Is your big idea Is your company
“big idea”?
understood through- doing and saying
Is it differentiated out the company " what’s needed to
and compelling to and being used to engage and retain
your most valuable focus and align the your most valuable
audiences?
business?
audiences?

22. StealThunder
Management consulting for your brand.
Located in the heart of Silicon Valley, California.
Contact"
Peter Russert
(650) 941- 8420
www.stealthunder.com