Gayle Turner

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• Gayle Turner

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• About Gayle
• Managing Partner in the Richmond, VA office of
• Catch Your Limit Consulting.
• Started work at age 10 carrying brick and
  progressed from there to working as a carpenter.
• For over 30 years hes helped business people
  discern and explain why their customers should do
  business with them instead of their competition.

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• About Catch Your Limit Consulting
• Worlds only Management, Marketing
• Fish Cleaning Services Firm
• Headquartered in Tallahassee, FL
• Office in Richmond, VA
• Work with organizations of all sizes,
• shapes and types
• Known as the Fish Folks!!!
• Bring joy and creativity into everything we do
• To learn the story behind the fish cleaning
  services
• visit www.catchyourlimit.com

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• About Catch Your Limits Logo
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• parenthesis, greater than
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• Todays presentation will cover
• What is a brand?
• Why is branding an overused, abused and an
  altogether misunderstood concept?
• Why is branding critical in everything you do?

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• Todays presentation will cover
• What are the biggest challenges in creating a
  brand, maintaining a brand and re-branding?
• How do you build a Breakthrough Brand?
• Why will you miss the boat if you rely solely on
  external communications to build your brand?

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• What is a brand?

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• What is a brand?
• The essence of branding
• is to make sure your cows
• stand out from the other
• cattle on the range.
• Chris Turner, All Hat and No Cattle

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• What is a brand?
• Your good name.
• A brand is a collection of perceptions in the
  mind of the customer.
• Sum total of all the stories, gossip and
  perceptions (right, wrong or indifferent)
  floating around the marketplace.

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• Why is branding
• misunderstood?

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• Common Misperceptions
• Weve re-branded we have a new logo, new
  colors, letterhead business cards.
• We call this a makeover. Theres so much more
  to branding.
• We needed a new, fresh brand. We have new
  signage, a new brochure and a new website.
• Ditto theres so much more breadth and depth
  to branding.

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• Still Another Common Misperception
• Weve just gone through a branding process with
  our ad agency. Senior management agrees with the
  marketing department that the new brand they
  hatched up is perfect. All we need to do now is
  roll it out to our employees and customers.
• Who thinks its perfect? If the process didnt
  involve input and buy-in from the people who are
  expected to live the new brand or connect with
  the brand its highly unlikely your customers
  will ever experience whats promised.

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• Why is branding critical in everything we do?

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• Why is branding critical?
• Branding is critical in your changing/competitive
  environment.
• A powerful brand can be one your organizations
  greatest assets.
• Brands are unique and sustainable.

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• Why is branding critical?
• When there are too many choices and too little
  time, brands are the shortcut.
• So much noise customers are listening less.
• When money is tight, customers dont take
  chances.

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• Why is branding critical
• We find ourselves in a strange new world.
• Customers are more in control than ever.

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• Branding is Tough
• Brands arent just about marketing, theyre about
  delivering. Fulfilling expectations.
• Successful brands arent created in the Marketing
  Department theyre created in every area of the
  organization.
• Organization and customer input and buy-in are
  critical.

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• A Brand Is A Promise
• A brand is a promise that when kept creates
  preference.
• A product or service is an artifact of that
  promise.
• Great brands are about experience.
• Great brands are about indelible expectations.

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Brand Expectations

• Refreshment
• Cheap
• Service
• Happiness
• Quality
• Youth
• Caring

• Coca-Cola
• Wal-Mart
• Nordstrom
• Disney
• Lexus
• Pepsi
• Hallmark

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Brand Expectations

• Chewing gum
• Soap
• Razors/Razor blades
• Soft drinks
• Tea
• Breakfast cereals
• Crackers
• Beer

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Did these 2008 brand leaders come to mind?

• Wrigley
• Ivory
• Gillette
• Coca-Cola
• Lipton
• Kellogg
• Nabisco
• Budweiser

• Chewing gum
• Soap
• Razors/Razor blades
• Soft drinks
• Tea
• Breakfast cereals
• Crackers
• Beer

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Or, did these 1925 brand leaders come to mind?

• Chewing gum
• Soap
• Razors/Razor blades
• Soft drinks
• Tea
• Breakfast cereals
• Crackers
• Beer

• Wrigley
• Ivory
• Gillette
• Coca-Cola
• Lipton
• Kellogg
• Nabisco
• Budweiser

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• What is Breakthrough Branding?
• Breakthrough Branding
• Preference
• Equity/value
• Sustainable competitive advantage

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• Brand Preference
• Preference represents brand loyalty, repeat
  interactions/transactions, positive word-of-mouth
  and much more.
• Preference provides the platform for
  product/service expansion within the category.

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• Brand Preference
• What are your brand preferences? Why?
• Who prefers your brand over all others? Why?
• Who doesnt? Why?

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• Brand Equity Top 10 World Brands
• Brand Brand Value (m)
• Coca Cola 65,324
• Microsoft 58,709
• IBM 57,091
• General Electric 51,569
• Nokia 33,696
• Toyota 32,070
• Intel 30,954
• McDonalds 29,398
• Disney 29,210
• Mercedes-Benz 23,568

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• Brand Equity Your Brand
• You may not be Coca-Cola, but do you have or are
  you building brand value?

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• Sustainable Competitive Advantage
• Its what makes you special, profitable and in
• for the long haul
• It must be believable
• It must be relevant
• It must be memorable
• It must be defensible
• It must be unique
• Do you have a sustainable competitive advantage?

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• gtlt((gt Brand Triangle

Personality
Attributes
Core Value
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• gtlt((gt Brand Triangle

Personality
Attributes
Core Value
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• gtlt((gt Brand Triangle

Personality
Attributes
Core Value
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• gtlt((gt Brand Triangle

Personality
Attributes
Core Value
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• gtlt((gt Brand Triangle

Personality Fun Inspirational Strategic Hot
Attributes Guides Understanding Teamwork Systems
- based
Core Value We help you catch your limit!
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• gtlt((gt Brand Triangle

Attributes Guides Understanding Teamwork Systems
- based
Personality Fun Inspirational Strategic Hot
Core Value We help you catch your limit!
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(No Transcript)
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• gtlt((gt Brand Triangle

Personality
Attributes
Core Value
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• Breakthrough Brandings Mantra
• Preference
• Equity/value
• Sustainable competitive advantage
• Consistently fulfill the brand promise by
  meeting/exceeding client expectations at all
  internal and external touch points.

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• What did the brands that gained the most
• in value do?
• Focused ruthlessly on every detail of their
  brands
• Honed simple, cohesive identities
• Created consistency in every product in every
  market around the world
• Created consistency in every contact with
  customers
• Pioneered non-traditional ways to captivate,
  intrigue and involve the customer

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• Breakthrough Branding Success
• H2O in a bottle
• Good, clean tap water FREE
• Perrier 1.5 liters 1.69
• Budweiser 20 less
• Bordens milk 40 less
• Coca-Cola 80 less

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• Breakthrough Branding Success

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• Recap
• What is a brand?
• Why is branding an overused, abused and an
  altogether misunderstood concept?
• Why is branding critical in everything you do?
• What are the biggest challenges in creating a
  brand, maintaining a brand and re-branding?
• How do you build a Breakthrough Brand?
• Why will you miss the boat if you rely solely on
  external communications to build your brand?

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• What should you do next? Ask
• What more do you need to know about
  branding/marketing as it relates to your
  organization?
• How will you build your Brand Triangle?
• Do you understand the importance of building
  brands externally and internally? How will you
  do this?

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Could you use some help?

• 850.894.3474
• www.catchyourlimit.com
• gayle_at_catchyourlimit.com

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• Operators standing by!

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• Gayle Turner