Presentation on theme: "FRANCESCA KRANZBERG JCONNECT INFORMATION & REFERRAL (301) 348-7313 Branding: Its not just for cattle."— Presentation transcript:
FRANCESCA KRANZBERG JCONNECT INFORMATION & REFERRAL (301) Branding: Its not just for cattle
Those activities that help an organization/program/product stand out in the market place by expressing the organizations/programs/products benefits to target customers in a unique way that makes an emotional connection. Definition: Branding :
Take the Humble Pencil Describe the pencil
Branding is NOT Just the logo design Just the color palette Just the typeface Just the tagline
Lets have a little fun… 1. "You're soaking in it." a. Cascade b. Dawn c. Palmolive d. Ajax 2. "Ring around the collar." a. Tide b. Wisk c. Gain d. Arm & Hammer
Lets have a little fun… 3. "Cleans like a white tornado." a. Clorox b. Hoover c. Dirt Devil d. Ajax 4. "Whatever you do to the rest of you, your face belongs to…." a. Noxzema b. Dove c. Ivory d. L'Oreal
5. "Tastes good as fresh-perked." a. Mr. Coffee b. Maxwell House c. Taster's Choice d. Folgers Coffee 6. "Nothin' says lovin', like somethin' from the oven." a. Betty Crocker b. Pillsbury c. Jiffy d. Duncan Hines
7. "Our repairmen are the loneliest guys in town." a. Maytag b. Frigidaire c. Whirlpool d. Kenmore 8. "More hold with less spray." a. VO5 b. Aqua Net c. Suave d. Dove
9. "Does she or doesn't she?" a. Revlon b. Avon c. Clairol d. Maidenform 10. "I can't believe I ate the whole thing." a. Pepto-Bismol b. Alka-Seltzer c. Pepcid d. Maalox
Who is the Customer? Decision-maker…someone who influences and determines who uses/pays for goods and services Purchaser…someone who pays for goods and services Consumer…someone who uses or consumes the goods or services
When the customer is … buying a new dress for herself she is the decision maker, the purchaser and the consumer buying diapers for her infant, she is: the decision maker and the purchaser, the infant is the consumer buying a prescription for her husband: his doctor is the decision maker, she is the purchaser, her husband is the consumer.
Who is the Customer? Lean Cuisine Starbucks VIA Instant Coffee Pampers Diapers Cialis Grocery Delivery Service Accessible Transportation Service Information and Referral Service/211 Who decides, who pays, who consumes?
Forgotten Decision Makers and Customers Dont forget to take into consideration… Referral Agents Spouses Family Members Others…… Visualize your customers Soccer Mom Joe the Plumber Understand your Customers Psychology
What is the Product? Consumables Services Experiences Concepts
McDonalds Consumable Happy Meal Service Happy Meal Toy Experience McDonalds Playland Concept A way to get kids to want to go to McDonalds, and to pressure the family to do so A way to get parents to want to take their kids to McDonalds, knowing that they will be occupied
Mothers Against Drunk Driving Consumables T-shirts, bumper stickers, etc. Services Curricula for Schools Experiences Volunteerism, Leadership Concepts Dont drink and drive
What About Your Agency? Take 5 minutes to think about the Consumables, Services, Experiences and Concepts of your agency.
Which is Which? ESPN Zone – Experience or Consumable? Volunteerism – Experience or Concept? I & R – Experience, Concept or Service?
Features vs. Benefits A feature is what your product is or does A benefit is what is does for the customer
No one wants a ¼ drill bit… What do they want? Something that can make a hole for a ¼ screw
Features vs. Benefits A feature is what your product is or does A benefit is what is does for the customer Take for instance the name-badge ribbons we are selling at the Friends of AIRS booth. What are some of the features? Benefits?
McDonald's Slogans Through the Years Look for the Golden Arches – 1965 The closest thing to home You deserve a break today – 1971 Good time, great taste Food, folks and fun We love to see you smile – 2000 Im lovin it!
Coca Cola Slogans For headache and exhaustion The favorite drink for ladies when thirsty, weary and despondent It satisfies Around the corner from anywhere – 1927 The pause that refreshes – 1929 Its the real thing – 1943 A chores best friend – 1963 Things go better with Coke – 1964 Open Happiness
And many of us remember…
Competition Who or what is the competition for the customers/clients we want Who or what is the competition for the service we offer Competition is not just other organizations or programs
Marketing Social Change Changing the ratio of benefits to costs Increase the extent to which people believe they will get the benefits that they want Decrease the extent to which people believe they will get the costs that they would like to avoid Add new benefits Decrease the perceived benefits and increase the perceived costs of the likely alternative
Good mothers get their children vaccinated Increase the extent to which people believe they will get the benefits that they want Give the mother a framed certificate identifying her as a good mother
Good mothers get their children vaccinated Decrease the extent to which people believe they will get the costs that they would like to avoid Give the mother a gift to take home to the father – a free meal, a t-shirt, a tool, etc.
Good mothers get their children vaccinated Add new benefits Give mom a premium Pay mom to get the child immunized
Good mothers get their children vaccinated Decrease the perceived benefits and increase the perceived costs of the likely alternative Husband will get mad whatever course you take Show photos of children getting sick because of not getting vaccinated. Shun mothers who dont get their children vaccinated.
Branding 101 Know the customer Know the product and the benefits Match the specific product benefits to the specific customer Create an emotional connection
Branding – the Next Steps Understand exactly what your brand is Know what your competitors brands stand for Know how your customers feel about your brand Do you feel your brand is as strong as it should be? Do you understand what your intangible brand characteristics are?
Branding – the Next Steps What is your brand promise? Is it important to customers? Are you delivering it? How do your employees/members feel about your brand? Is your brand promise in line with your organizations core mission?
Lets go back to the pencil… Do the exercise again…