NO SIGNAL (Annoying Continuous Beep)

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Presentation transcript:

NO SIGNAL (Annoying Continuous Beep)

Building Powerful Brands

Today’s Workshop Plan Raw Marketing Marketing Strategy Market Analysis – Exercise – Raw Data Analysis Brand Sense – Holistic Selling Proposition – Case Study – SUBWAY Sandwiches

RAW MARKETING … so what’s all the fuss about?

RAW MARKETING VALUE Creating & Managing

RAW MARETING

Marketing Strategy How to create a customer?

DEVELOPING A MARKETING STRATEGY Market Analysis Objectives & Assumptions Strategic Decisions Strategy Implementation Outcomes Organizational Learning Buyer Learning

DEVELOPING A MARKETING STRATEGY

Market Analysis Objectives & Assumptions Strategic Decisions Strategy Implementation Outcomes Organizational Learning Buyer Learning OBJECTIVES Market outcomes (e.g. sales) Financial metrics (e.g. return on investment) Measure of customer knowledge (e.g. brand awareness or perception) COMMON ASSUMPTIONS More options is better than fewer options A Lower prices is preferred to higher price Information improves choice

Brand Sense Building Powerful Brand through the SENSES

Nancy Ajram – Coca Cola Ad Why is this commercial so inviting? (Hint: the answer does not revolve around Nancy)

Branding & The 5 Senses Almost our entire understanding of the world is experienced through our senses. Our senses are or link to memory and can tap into emotion. Had to include this horrific picture to get you back in the mood of working!

From Unique Selling Proposition to … Emotional Selling Proposition (ESP), where products were perceived as different primarily because of an emotional attachment. Organizational Selling Proposition (OSP), where the organization or corporation behind the brand in fact became the brand. Brand Selling Proposition (BSP), where the brand was stronger than the physical dimensions of the product. Me Selling Proposition (MSP), which saw consumers taking ownership of their brands. The Future of branding will embrace the Holistic Selling Proposition (HSP). HSP brands are those which not only anchor themselves in tradition but also adopt characteristics of religious sensory experience to leverage the concept of sensory branding as a holistic way of spreading the news.

Smash Your BRAND Kill YOUR Logo

Smash YOUR Brand

TraditionRitualNavigationPictureColorShapeNameLanguageIconSoundBehaviorService SMASH YOUR BRAND

Don’t Forget to Connect John Antonios Creative, Passionate, & Dedicated Social Media & Personal Branding Consultant Mob: (Lebanon) Mob: (Egypt) THANK YOU … & C U 2MORROW! THANK YOU … & C U 2MORROW!