Ten ways to ruin your brand

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Ten ways to ruinyour brand

• Richard Beevers
• Director
• Customer Plus Ltd
• richard.beevers_at_customerplus.co.uk

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• 149162536496481

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• 149162536496481

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Ten ways to ruinyour brand

• Richard Beevers
• Director
• Customer Plus Ltd
• richard.beevers_at_customerplus.co.uk

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Ten ways to ruinyour brand
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• Richard Beevers
• Director
• Customer Plus Ltd
• richard.beevers_at_customerplus.co.uk

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First we need to agree on the meaning of a
brand
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What does our brand mean?
PRODUCT
ENVIRONMENT
CENTRALIDEA
COMMUNICATION
BEHAVIOUR
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Added value

• Basic features - 20 impact / 80 cost

Product surround
Product core
Added values - e.g. service levels 80 impact /
20 cost
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Added value in practice

• Prefer Pepsi Prefer Coke Equal/cant say
• Blind test 51 44 5
• Open test 23 65 12

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Added value in housing

• House/Flat
• Décor
• Windows
• Garden
• Heating

Product surround
Product core
Good neighbourhood Safe and crime free
area Access to shops and schools Efficient and
fair rent collection Prompt and courteous repairs
service
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Readers DigestMost Trusted Brands 2007
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Readers DigestMost Trusted Brands 2007
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Key concepts in branding

• Reputation
• Consistency
• Congruence
• Added value
• Differentiation
• Experience
• Proposition

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Lack of a differentiatedcentral idea
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Creating differential advantage - Porters
Generic Strategies

BROAD NARROW
COST FOCUS
DIFFERENTIATION