1. Branding Presentation
SA Communication Group
Eric J. Hansen, Assistant Director
February 7, 2007

2. Why Are We In This
Conversation?
Increase understanding of what marketing and
branding are.
Increase understanding of what marketing and
branding can do for SA.
Increase clarity of expectations around marketing
concepts and implementation roles.
Increase capacity to develop plans to move
departments forward.

3. Marketing Premise

4. Marketing Premise
4 P’s
Product/Service Water Level
Promotion Water Level
Place Price
Price Product/Services
Promotion Place
4 C’s
Consumer Water Level Communication Water Level
Convenience Cost
Cost Consumer
Communication Convenience

5. The New Marketing Definition
Marketing is an organizational function and a
set of processes for creating, communicating,
and delivering value to customers and for
managing customer relationships in ways that
benefit the organization and its stakeholders.

6. What Do You Think?
What is your favorite…
Department Store?
Grocery Store?
Tire Vendor?
Restaurant?
Hotel?
Phone Company?
What do you like about this company?

7. Name the Brand…
What adjectives comes to mind when you think about these companies?

8. What Is a Brand?
Your brand is a vision, brought to life in each
channel and at every touch point where your
organization engages its audiences
Audiences can include customers, employees,
prospects, vendors or any person your organization
touches

9. What is a Brand?
“A brand is a distinguishing name
or symbol intended to identify
goods or services of a seller and to
differentiate those goods or
services from competitors.”
Clyde C. Tuggle
Coca-Cola, Senior Vice President
Worldwide Public Affairs & Communications

10. Purpose of Brand
Inspire
Inject your organization with heart and soul
Motivate
Spur action
Connect
Unify departments and divisions for “global” presence. Link products and services
to a “promise.”
Simplify
Clarify and crystallize your mission
Inform
Convey values, attributes, and advantages

11. Purpose of Brand
Fundamentally a brand is created to
Establish and increase customer
loyalty with products and services.

12. SA Reasons for Branding
Alignment with Trends
Increased Perception of Quality
Increased Consistency
Image
Practice
Increased Sales
Increased Net Return
Meet Customer Expectations

13. Is There a Difference Between the
Product/Service and a Brand?
Which will be more successful?
Great Product or Service / Good Brand
Good Product or Service / Great Brand

14. Product Vs. Brand
Diet Coke vs. Diet Pepsi in Blind Taste Test
Prefer Pepsi Sample 51%
Prefer Coke 47%
No preference 2%
Diet Coke vs. Diet Pepsi in Identified Taste Test
(brand names revealed)
Prefer Pepsi Sample 23%
Prefer Coke 65%
No Preference 12%

15. Differentiate
“These days, building the
best server isn’t enough.
That’s the price of entry.”
Ann Livermore
Hewlett-Packard

16. The Value Proposition

17. Example: Children’s Birthday
1940: Flour, sugar, eggs $0.50
(raw material economy)
1955: Cake from Mix $2.00
(goods economy)
1970: Bakery made cake $12.00
(service economy)
1990: Party at Chuck E. Cheese $100.00
(experience economy)

18. It’s About the Experience
Starbucks:
“We have identified a third place, and I really believe that
sets us apart. The third place is that place that’s not work
or home. It’s the place our customers come for
refuge.”
Harley Davidson:
“What we sell is the ability for an 43-year-old accountant to
dress in black leather, ride through small towns and have
people be afraid of him/her.”
Hertz Rental Car:
“Renting a car changed into a convenient and time-saving
experience. The car itself doesn’t matter.”

19. Message
“Experience is the last 90%.”
Tom Peters
Management Consultant, Author
Re-Imagine,
Circle of Innovation
The Brand You

20. General
GAP Analysis –
This is the difference between who you think you are and
who your customers thinks you are.
It can also be the difference between who the customers
think THEY are and who you think they are.

21. What Makes a Brand
Powerful?
Quality
High quality products
High quality services
Consistency
Image Brand
Product standards
Service standards
Action
Message standards
Graphic standards
Brand Attributes
Marketing “mission”
“We are in this [branding] process in an effort to standardize excellence.”
– Rich Turnbull, Associate Director - UHDS

22. Distinct Architecture Tool
Product/Service Attributes
Functional Benefits
Pentagon of
Values
Icons
Emotional Benefits
Personality/Values
Jim Emery,
Viewfinder Research and Consulting
Clients Specializes in brand building and brand
positioning for fortune 500 companies

23. Positioning Requires Sacrifice
Develop your area of expertise
Take a stand
Do something better than the competition
Attract consumers because of your expertise
and knowledge
Don’t try to do everything

24. Lessons Learned at OSU
From the branding of Calabaloo’s™ Gourmet
Burgers, we have learned some important lessons
Consistency is the key
Image
Product
Service
Customer Experience
Decisions should be criteria- and data-based
Service must reinforce image
Most difficult aspect to lead/manage

25. Where To From Here

26. Last Thought
“We want to be great by design
…not by accident.”
– Hen Truong, Former Marketplace West General Manager