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Brand
Warfare
This book
was a quick read, somewhat interesting - and included the following
10 "rules" for building a killer brand...
Note: There
is a company called Interbrand that ranks all brands as a % of their
market cap.
There is
*nothing* a brand can't be held responsible for...
1. It's the
brand, stupid
- People
buy brands they like - it's that simple.
- The customer
rules and arrogance kills
- To compete on brand -
margins, service, information systems & products become subservient
to brand
2. Codependency can be beautiful
- So many clones lead to
consumer exhaustion - people need brands
- Brands save time, project
the right message and provide identity
- The closer the product
gets to the consumer physically the more the brand matters
- Brands become shorthand
for consumers regarding trustworthiness, style, excitement etc...
3. Once you are on - don't
let go
- Does the brand extend
to new things?
- Example: Sears into financial
services = NO!
- Example: Virgin - crossing
brands doeswork because Richard Branson is a pesonality
4. If you want great advertising,
be prepared to fight for it
- Keep people who don't
know, away!
- Lawyers ruin great ads
- Be memorable - life isn't
perfect
5. When it comes to sponsorships,
there is a sucker born every 30 seconds
- Halo effect - transfer
of emotion from an event to a brand
- Example: Nike: Tiger Woods
and MJ halo effect
- Example: Ben & Jerry's
- support for the environment, socal causes
- Example: Visa - Olympics
- Clutter is a very real
problem - NFL went from 8 to 30 sponsorships!
- Get in for the RIGHT REASONS
- Exclusivity is key - you
use it to build an image that is different then your competitors
6. Do not confuse sponsorship
w/a spectator sport
- Consumers should think
better of the company for sponsoring the event
- Use the sponsorship every
way and every day
- Set expectations correctly
- Make it measureable and
real
- sales bump
- publicity/PR
- client/employee benefits
- relationship building
7. Don't allow scandal to
destroy your brand
- Deal upfront and honestly
8. Make your distributors
slaves to your brand
- smart brands do not frustrate
their customers
- John Hancock - "syndicated
sales
- In 1991, they had
6,000 agents selling
- In 2000 - they had
over 66,000! - doubled sales by partnering and expanding
- Toys R Us & Amazon
- faced their limitations
- John Hancock decided against
a $100M site upgrade and instead partnered w/Quotesmith, Quicken and
EVERYONE who could move product for them online
- By 2000, they were
selling 60% of term life online
- They knew they
were a manufacturer, not a distributor
9. Use your brand to lead
people to the promised land
- Product decisions - how
will building a new product enhance (or hurt) our brand
10. The brand is the CEO's
(and everyone's) responsibility
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