1. We put nanotechnology into
Nanofilm
Branding Your Company
CEB Meeting
April 23, 2004
Scott Rickert
President, Nanofilm, ltd.
We put nanotechnology into
the palm of your hand.
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2. Why Branding? IBM, Merck, Pfizer, 3M, GE, Intel, Microsoft are Brands
Branding is the consumer association of something that he values with your company.
2 Levels of Branding
Company Branding
Product Branding
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3. Why Not Product Branding Only?
How many product brands to you recall?
Surveys indicate very little product brand recognition.
Product brands stand for different things over time as the product brand evolves. New brands are introduced to replace tired ones.
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4. Why Company Branding? Everything is derived from your company’s brand
Quality
Performance
Reliability
Ease-of-Use
Durability
Innovation
High Technology
VALUE
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5. How to Brand Your Company
Carefully reflect on your future.
Ask your customers why they buy from you.
Draw several images of your company from these activities.
Hire a PR Firm or consultant to develop a branding strategy to support these images.
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6. Branding Strategies What is the simple message?
How often is that message delivered to the press?
How often do your customers see this message?
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7. How to Catalyze Your Brand
Discover which reporters cover your type of company for your local newspaper.
Invite the reporters in for lunch and a tour.
Give keynote presentations at national and regional meetings.
Always return reporters phone calls immediately.

8. Conclusion Patents offer little long term competitive advantages
Trade secrets offer little long term competitive advantages
Brands build ….
Internal relationships with your employees (they are believers)
External relationships with your customers (they trust in you)
External relationships with your community (they know you)
External relationships with the world (they can categorize you)