O slideshow foi denunciado.
Utilizamos seu perfil e dados de atividades no LinkedIn para personalizar e exibir anúncios mais relevantes. Altere suas preferências de anúncios quando desejar.

Repeatable Brand Strategy: How successful brands are outmaneuvering the competition with a 2,300-year-old strategy

1.570 visualizações

Publicada em

As marketers, our primary problem today is not brand confusion but rather confusion about brand.

When it comes down to the essentials of what makes a brand successful, Aristotle gave us the answer around 2,300 years ago. What’s more, he made it into a repeatable method that just about anyone can use to create a more successful brand.

In this 35-minute replay, Flint McGlaughlin, Managing Director, MECLABS Institute, shows you how to apply Aristotle’s framework to your brand and marketing so you can outmaneuver your competitors.

Publicada em: Marketing
  • Seja o primeiro a comentar

Repeatable Brand Strategy: How successful brands are outmaneuvering the competition with a 2,300-year-old strategy

  1. 1. Repeatable Brand Strategy: How successful brands are outmaneuvering the competition with a 2,300-year-old strategy
  2. 2. Flint McGlaughlin – Managing Director, MECLABS Institute Flint McGlaughlin is the managing director of MECLABS Institute. The organization has partnered with key market leaders including The New York Times, Microsoft Corporation, and Reuters Group. He also serves as the Director of Enterprise Research at the Transforming Business Institute, University of Cambridge (UK) and as a Trustee for Westminster Theological Centre. McGlaughlin originally studied Philosophy and Theology at the University of London’s Specialist Jesuit College. Today, his primary research is focused on enterprise as transformative agent. His work has won multiple awards and has been quoted in more than 13,000 online and offline sources. Today’s Speaker
  3. 3. Experiment #1 Control Non-Branded Treatment Lightly Branded 40% INCREASE
  4. 4. Experiment #2 Control Lightly Branded Treatment Fully Branded -34% DECREASE
  5. 5. Paul Montgomery President and Founder Lyn Stevens CEO and Founder • Paul Montgomery and Lyn Stevens have been leaders in the precious metals industry—a multi-billion dollar industry— for decades. • In a market place suffering from a poor reputation, they decided to launch a new precious metals company that was consumer focused and truly expressed their vision of reliability and trustworthiness. • To do this, they began an evaluation and development of their value proposition and its implications to create a entirely new type of brand in the industry. A Real-world Example: Background
  6. 6. If I am a current precious metals investor, why should I invest in precious metals with you rather than any other precious metals provider? A Real-world Example: The question
  7. 7. Potential Claims of Value Appeal (1-5) Exclusivity (1-5) Because we were founded by a team with a proven record of consumer advocacy 3.5 4.5 Because we are trustworthy 3.5 4 Because we offer transparent comparison charts 5 4.5 Because we provide clarity in the cart (spot, premium, time) 5 4.5 Because we automatically guarantee lowest spot price while in the checkout process 4 4 Because we provide an in-market buyback guarantee 3.5 3.5 Because our products are almost always in stock 4 3.5 Because we offer budget and subscription services 3.5 4 Because we provide excellent customer service 3.5 ? A Real-world Example: Claims of value and argument
  8. 8. Because customers can trust Heartland’s relentless dedication to integrity and unparalleled market transparency so that they are empowered to make the most informed precious metals investment decisions. Potential Claims of Value Appeal (1-5) Exclusivity (1-5) Because we were founded by a team with a proven record of consumer advocacy 3.5 4.5 Because we are trustworthy 3.5 4 Because we offer transparent comparison charts 5 4.5 Because we provide clarity in the cart (spot, premium, time) 5 4.5 Because we automatically guarantee lowest spot price while in the checkout process 4 4 Because we provide an in-market buyback guarantee 3.5 3.5 Because our products are almost always in stock 4 3.5 Because we offer budget and subscription services 3.5 4 Because we provide excellent customer service 3.5 ? A Real-world Example: Claims of value and argument
  9. 9. Because customers can trust our relentless dedication to integrity1 and unparalleled market transparency2 so that they are empowered to make the most informed precious metals investment decisions.3 1. Our founders have over 50 years of experience and have earned the highest industry awards for ethics and integrity for their tireless efforts to root out dishonest practices in the precious metals trade, winning settlements for defrauded customers. Our founders also have years of experience advising the FTC, the SEC, various State Attorneys Generals and the PNG. 2. We provide clear pricing during both the buying and selling process, ensuring that your spot and premium are locked in during your purchase. We provide clarity around the market feed source. We also have a history of exposing bad price skimming practices. 3. Our patented tools platform offers precious metals investors unmatched asset management control, providing up-to-the-minute market updates, price alerts and portfolio configuration. We also offer a 100% “buy back” guarantee. A Real-world Example: Claims of value and argument
  10. 10. Fresh Contemporary Ease Cool Mechanical Precision Warm Family Values A Real-world Example: Brand symbol sets
  11. 11. Fresh Contemporary Ease Cool Mechanical Precision Warm Family Values A Real-world Example: Brand symbol sets
  12. 12. A Real-world Example: Brand implementation
  13. 13. A Real-world Example: Brand implementation
  14. 14. How do we effectively leverage our value proposition to build a brand from the ground up? A Real-world Example: Brand implementation
  15. 15. In this clinic, we will walk through a systematic approach for linking the value proposition argument to the execution of the branding strategy.
  16. 16. FKey Principles Value Proposition Defining the Fostered Conclusions 1. Value proposition is an argument; brand is an impression (in the form of a conclusion).
  17. 17. FKey Principles Defining the Fostered Conclusions 1. Value proposition is an argument; brand is an impression (in the form of a conclusion). 2. The value proposition experience creates an impression; brand leverages the impression to create buying momentum. Value Proposition
  18. 18. FKey Principles 1. Value proposition is an argument; brand is an impression (in the form of a conclusion). 2. The value proposition experience creates an impression; brand leverages the impression to create buying momentum. 3. Brands can attempt to create an impression that occurs before and after the purchase, but if there is not an alignment between the (brand) promise and the experience of the value proposition, the impression is nullified. Defining the Fostered Conclusions Value Proposition x
  19. 19. Because customers can trust our relentless dedication to integrity1 and unparalleled market transparency2 so that they are empowered to make the most informed precious metals investment decisions.3 1. Our founders have over 50 years of experience and have earned the highest industry awards for ethics and integrity for their tireless efforts to root out dishonest practices in the precious metals trade, winning settlements for defrauded customers. Our founders also have years of experience advising the FTC, the SEC, various State Attorneys Generals and the PNG. 2. We provide clear pricing during both the buying and selling process, ensuring that your spot and premium are locked in during your purchase. We provide clarity around the market feed source. We also have a history of exposing bad price skimming practices. 3. Our patented tools platform offers precious metals investors unmatched asset management control, providing up-to-the-minute market updates, price alerts and portfolio configuration. We also offer a 100% “buy back” guarantee. Argument Impression Argument to Impression TRUSTWORTHY EMPOWERMENTTRANSPARENT
  20. 20. FKey Principles 4. The most effective brands leverage the brand impression to foster a conclusion not just about the company’s value but also about the prospect’s identity. Defining the Fostered Conclusions
  21. 21. The Untold Story Question: How did Apple leverage identity in this campaign?
  22. 22. Question: How did Marlboro leverage identity in this campaign?
  23. 23. How can I leverage my brand to impact the prospect’s identity? Question: How did Marlboro leverage identity in this campaign?
  24. 24. Classic Syllogism Example: P1: All men (M) are mortal (P). P2: Socrates (S) is a man (M). P3: Therefore, Socrates (S) is mortal (P). Syllogism: a logical argument that applies deductive reasoning to arrive at a conclusion based on two or more propositions that are asserted, or assumed, to be true. FEssential Definition Aristotle Classic Syllogism Structure: P1: All the middle term (M) are the predicate (P). P2: The subject (S) is the middle term (M). P3: Therefore, the subject (S) is the predicate (P). On Syllogisms: Impacting the prospect’s identity
  25. 25. Classic Syllogism Example: P1: All men (M) are mortal (P). P2: Socrates (S) is a man (M). P3: Therefore, Socrates (S) is mortal (P). Syllogism: a logical argument that applies deductive reasoning to arrive at a conclusion based on two or more propositions that are asserted, or assumed, to be true. FEssential Definition Aristotle Classic Syllogism Structure: P1: All the middle term (M) are the predicate (P). P2: The subject (S) is the middle term (M). P3: Therefore, the subject (S) is the predicate (P). Brands can create a virtual syllogism in the minds of their customers by bringing their subject (customer experience) into alignment with a clear predicate. On Syllogisms: Impacting the prospect’s identity
  26. 26. The Untold Story Apple: “Think different” • Apple had 90 days of money left when its agency, TBWA ChiatDay, began brainstorming the campaign.
  27. 27. The Untold Story Apple: “Think different” • Apple had 90 days of money left when its agency, TBWA ChiatDay, began brainstorming the campaign. • Art director Craig Tanimoto was inspired by Rene Magritte’s surrealist painting “The Treachery of Images,” a painting of a pipe with the phrase “This is not a pipe” transcribed in French.
  28. 28. The Untold Story Apple: “Think different” • This idea of something being more than what it is inspired him to doodle an Apple computer and label it: “This is not a box.” “This is not a box”
  29. 29. The Untold Story Apple: “Think different” • His thoughts shifted to Dr. Seuss and how so many of his characters are unique or social outcasts. Next to one of his doodles he jotted down: “Think different.”
  30. 30. The Untold Story Apple: “Think different” “‘Think Different’ celebrates the soul of the Apple brand—that creative people with passion can change the world for the better.” – Steve Jobs
  31. 31. The Untold Story Apple: “Think different” “Think Different” Virtual Syllogism P1: All people who use Apple products think differently. P2: I use Apple products. P3: Therefore, I think differently.
  32. 32. Marlboro: The Marlboro Man • Originally marketed to women in the 1920s, Marlboro did not begin marketing to men until the late 1950s, when concerns about smoking cigarettes without filters began affecting the market. A Marlboro Man Story
  33. 33. Marlboro: The Marlboro Man A Marlboro Man Story • Originally marketed to women in the 1920s, Marlboro did not begin marketing to men until the late 1950s, when concerns about smoking cigarettes without filters began affecting the market. • Inspired by the ruggedness of TV cowboys, Marlboro focused on appealing to the type of person its intended audience might admire.
  34. 34. Marlboro: The Marlboro Man A Marlboro Man Story Marlboro Man Virtual Syllogism P1: All people who smoke Marlboro are rugged, tough and “manly.” P2: I smoke Marlboro. P3: Therefore, I am rugged, tough and “manly.”
  35. 35. Heartland Example: Fostered conclusions Because customers can trust our relentless dedication to integrity1 and unparalleled market transparency2 so that they are empowered to make the most informed precious metals investment decisions.3 1. Our founders have over 50 years of experience and have earned the highest industry awards for ethics and integrity for their tireless efforts to root out dishonest practices in the precious metals trade, winning settlements for defrauded customers. Our founders also have years of experience advising the FTC, the SEC, various State Attorneys Generals and the PNG. 2. We provide clear pricing during both the buying and selling process, ensuring that your spot and premium are locked in during your purchase. We provide clarity around the market feed source. We also have a history of exposing bad price skimming practices. 3. Our patented tools platform offers precious metals investors unmatched asset management control, providing up-to-the-minute market updates, price alerts and portfolio configuration. We also offer a 100% “buy back” guarantee. Heartland Brand Syllogism P1: All investors who use Heartland value family, integrity and caring for the future of others. P2: I am an investor who uses Heartland. P3: Therefore, I value family, integrity and caring for the future of others
  36. 36. FKey Principles 1. Value proposition is an argument; brand is an impression (in the form of a conclusion). 2. The value proposition experience creates an impression; brand leverages the impression to create buying momentum. 3. Brands can attempt to create an impression that occurs before and after the purchase, but if there is not an alignment between the (brand) promise and the experience of the value proposition, the impression is nullified. 4. The most effective brands leverage the brand impression to foster a conclusion not just about the company’s value but also about the prospect’s identity. Summary: Putting it all together

×