An indispensable brand is one that customers truly cannot live without. Building them should be the goal of every marketer, yet precious few manage to achieve this lofty objective. In this presentation, Mitch provides a blue print for creating and maintaining world-class, indispensable brands. From strategic positioning to digital activation, all critical aspects of brand-building are addressed. Drawing from market research findings, in-depth interviews with high-profile brand and marketing executives, and numerous case studies, Mitch shows what it takes to make your brand indispensable.
The percentage of consumers willing to endorse any given brand—including their favorite—as “differentiated” is at an all-time low. If you were to remove your brand name from your marketing collateral—while leaving every other
Is the structure and organization of your brand portfolio unclear or confusing to customers? Does it contain brands that overlap and essentially compete with one another? Are brands within your portfolio inconsistently or illogically linked to one another, potentially diluting the valuable equity of one or both brands? These are issues that are effectively addressed through a thoughtful and comprehensive brand architecture strategy. In this presentation, Mitch demonstrates best practices and guiding principles in brand portfolio strategy and architecture, using numerous examples of companies that have achieved a significant competitive advantage in their respective industries through building world-class brand portfolios.
When it comes to driving growth, most brand managers struggle with how far they can (and should) stretch their brands’ “bounds of extendibility.” Play it too safe and the likely result will be close-in, ho-hum line extensions that underwhelm customers and are short-lived in the marketplace. Stray too far from your brand’s core positioning and you risk diluting—or even irreversibly damaging—your brand’s valuable equity. Mitch demonstrates ways in which a powerful and differentiated brand positioning can be a source of inspiration for brand extension, rather than merely guardrails that protect it and inhibit transformational growth and innovation.
When it comes to digital activation, many marketers who are otherwise strategic and disciplined tend to resort to execution that is “strategy-light.”They defer to so-called best practices, industry norms and copycat tactics that may or may not make sense for the brands they’re intending to support. Lost in the shuffle of keeping up with the latest and greatest new digital platform is the critical role of brand strategy. Mitch demonstrates through numerous case studies how digital activation such as website development, content marketing, social media, and video marketing need to lead first and foremost with positioning strategy.
Branding is as important in B2B as it is in B2C. According to market research, branding is the #1 strategic priority and area of emphasis for marketing executives, ahead of product development, customer satisfaction and innovation. Yet B2B dynamics such as increased business complexity, longer sales cycles, and deeper customer relationships mean the approach marketers need to take to branding is inherently different from that of their B2C counterparts. In this presentation, Mitch draws on years of experience helping B2B marketers build strong brands. He shows the ways in which B2B brand-building is similar to CPG and other B2C businesses, but also highlights important differences that need to be accounted for in order to ensure success in a B2B environment.
Todays’ consumers, led by Millennials, care as much about the companies behind the products and services they purchase as they do the offerings themselves. Even CPG giants like SC Johnson, The Coca-Cola Company, and Hershey’s—organizations that typically to go market based on the strength of their product brands—recognize the importance of establishing and maintaining a strong corporate brand. The benefits that accrue to companies with a powerful corporate brand are many, including increased financial leverage, a stronger sense of purpose, risk mitigation during times of crisis, and improved internal esprit-de-corps. Mitch will demonstrate the myriad benefits of investing in corporate brand, providing real-world examples of companies that have established a meaningful competitive advantage through superior corporate branding.
Brand experiences are interactions so impactful and uniquely identifiable to a particular company, they essentially define the brand in customers’ minds, distinguish it from competitors, and favorably influence future behaviors. An outstanding brand experience is one that takes a unique and compelling positioning and infuses it into every touch point throughout the customer journey—from initial awareness through purchase and advocacy. Touch points such as Apple’s Genius Bar, Peloton’s Interactive Leaderboard, and Nordstrom’s exceptional customer service are great examples of a meaningfully differentiated brand positioning being brought to life through customer experience. In this presentation, Mitch will guide you through the key steps required to both identify and craft the optimal brand experience, and to ensure its successful development and execution.