Direct Branding

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Direct Branding in Action This presentation
will automatically play as a PowerPoint Show.
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Suffering from a murky perception among customers
and prospects, Super Products, a leader in
industrial vacuum innovation, recently overcame a
confusing brand image by signing on for Johnson
Direct's bottom-line boosting Direct Branding
process. 
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Direct Branding begins with a proactive planning
process.

• A 5-step progression
• Fact-Based Analysis
• Branding/Marketing Strategies
• Build Program Components
• Execute Tests Campaign(s)
• Track Measure
• Step 5 is followed by Fact-Based Analysis
  of results, and the process begins again

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By following our Direct Branding process, Super
Products complex, disorganized brand identity
transformed into a highly refined, enduring one
that was easily and swiftly applied to a variety
of marketing strategies.
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Take a closer look at how we apply Direct
Branding
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Re-Positioning to Boost Image and Sales Client
Super Products
Challenge Marketing for this engineering-focused
manufacturer of industrial vacuum products had
been sporadic or nonexistent. While the
companys three products enjoy a good
reputation, its new parent company saw untapped
opportunity and turned to Johnson Direct for
help.
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Step 1 Fact Based Analysis

• Johnson Direct conducted research and
• an in depth marketing audit as the basis for an
  18-month marketing plan.
• Primary and secondary research helped
• us gauge market potential and strengths
• and weaknesses of product offerings.
• The audit provided critical insight into client
  and competitor
• messaging, advertising schedules and creative
  approaches,
• collateral, websites, public relations and
  emarketing.

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Step 2 Branding/Marketing Strategies
Solution We developed a detailed18-month
measurable marketing plan, whichincludes a
rebranding program thattakes advantage of the
companys leadership position for one of its
three products. It provides a messaging
platform, specific strategies and detailed
tactics for each product/market and suggested
metrics.
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Step 3 Build Program Components Logo Redesign
and Brand Standards

• Before

After
Image here
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Step 3 Build Program ComponentsAd Development
Example

• Concept uses borrowed interest of
• alligator in target audiences work
• environment to draw attention
• Focuses on overall ease of use theme
• that was established during planning
• Inset product photo illustrates high quality
• Bullets call out key product benefits that
• differentiate product
• Ad is branded with product logo as well as
• corporate logo
• Specific offer of DVD demo
• Unique URLs to track web traffic

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Step 3 Build Program ComponentsAd Concept
Applied Across Products/Markets
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Step 4 Execute Campaign and TestsCreative to
be Applied Consistently Across Mediums

• Advertising
• Public Relations
• Trade Shows
• Direct Marketing
• Website and eMarketing

A Sampling of Trade Show Graphics
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Step 5 Track Measure
Initial Results Rebranding, advertising, trade
show, demo video and PR tactics
underway. Advertising Within the first week of
the ad campaign launch, the client received a
lead that pointed to the new ads as the reason
for interest in the product. Trade show At
major national show, new strategies lifted leads
per attendees by 14 over previous year.
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Step 5 of the Direct Branding process is followed
by a thorough analysis of results. Adjustments
are made as necessary to ensure the process leads
to continuous improvement.
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Our Proprietary Process Direct Branding

• Delivers value thats measurable
• Thrives on data, analysis and testing
• Leading to answers, enhancements and fresh ideas
• Gives our clients an edge
• The pay-off knowledge that feeds ever-improving
  results

DIRECT BRANDING
STRONGER ROI
Continuous Improvement
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Visit www.Direct-Branding.com to learn more about
how you can realize your sales and marketing
goals with Direct Branding.