Product & Brand

Management
The Brains Behind The Brands
 My Background
15 Years of Consumer Marketing
 Procter & Gamble (Consumer Products)
 Disney (Home Video)
 Coca-Cola (Olympic Marketing)
 Feld Entertainment (Live Event Entertainment)
 Special Olympics (Charity)
 XFL Football League (TV & Professional Sports)
 Consulting (eBay, Citibank, Ford, many others)
 What Is Brand
Management?
It is the group that oversee’s all aspect
of a product, from marketing,
packaging, sales & distribution
strategies, pricing, overseeing the P&L,
manufacturing and product
improvements.
 What Is Brand
Management?
You are literally the “champion” of the brand.
It is your job to make sure it performs the best
it can.

Interface will all aspects of the organization:

Finance, PR, Manufacturing, Product
Development, Sales, Market Research,
Advertising, etc.

It’s the hub of the wheel.

 Key Learning’s
A brand is a living, breathing being.

EVERYTHING COMMUNICATES!
 Packaging
 Product
 Price
 Advertising
 Word of Mouth
 Location
 Advertising is Losing
Effectiveness
Too many ads promising benefits that aren’t
delivered -- creating increasing skepticism.

Internet is proliferating this feeling among

consumers. Many think that the internet is a
scam waiting to happen.

Market fragmentation.
 The Age of the
Self Reliant Consumer
Less reliant on others
opinions and
recommendations.
Wants benefits, not
features. Stressed for
time.

Tired of “data overload”.

Wants just enough
information to make an
informed decision and
get on with life.
 What Does It Mean?

To strike it rich,
you have to offer
consumers real,
meaningful benefits
that can
make your brand
stand out from the
crowd to be:
The Importance of
New & Different
 First Law of
Gravitational Marketing

BENEFITS:
A product is only as strong as the
benefits it provides to consumers.
 2nd Law of
Gravitational Marketing
REAL REASON TO BELIEVE –
You must convince the consumer of the
benefit and explain how you are going
to deliver it (the reason-to-believe).

Must use “Kitchen Logic”

 3rd Law of
Gravitational Marketing
DRAMATIC DIFFERENCE – The only
way to disrupt marketplace equilibrium
is to introduce a benefit-and-reason-to-
believe combination significantly
different from what already exists.
 Creating A Unique
Brand Identity
Find a unique benefit.

Exploit that benefit to create a

differentiation in the mind of the
consumer.

Convince the consumer that your brand

is Different, Better, Special.
 3 Parts For Building
Brand Identity

Specify a target audience

Determine your unique benefit
Explain your REASON WHY
 Target Audience
Who are you trying to sell to?
 Demographics / Psychographics
What kinds of customers do you
want to attract?

What unique things describe them?

 Income level, Lifestyle, Priorities, Children,
etc.
 Benefit
What is it you’ll do for them?

Is it unique?

Functional benefits vs. Psychological

 Where To Look For
Unique Benefits
Problems consumers have with the
product or category.

Your Pet Peeves.

 Life Currencies
Money
Information
Time
Energy
Space
Fun
Fear
MY WORLD HEIRARCY
My family & home.
My job / income.
My interests.
People or things which can affect my family,
home, job / income, interests.
My neighbors & community.
My state.
My country.
The world at large.
 Passion Points
The most successful brands and companies
find a unique benefits which touches a nerve
in consumers --- that evokes a strong
consumer reaction.

If your brand can successfully resolve the

issue – you’ll win!

Example: Krispy Kreme

 Brand Positioning:
The Cornerstone
The brand strategy is the single most
important item in all of marketing.

It defines EVERYTHING about what

your brand is to your consumer.
 Brand
Positioning
Statement

For homemakers, Dow Bathroom Products are the

easy way to get a great clean shine for your tub, tile
and toilet. That’s because only Dow Bathroom
Products contain scrubbing bubbles that cut through
dirt and grime clean to the shine!
 Brand Positioning
Statement

For cold sufferers, maximum strength Contac

offers 12 hours of non-drowsy and continuous
Cold relief from congestion and sinus pressure
thanks to it’s time-release technology.
NO PRODUCT NAME!

WHAT IS IT?
 Common Marketing
Problems
Talk about features, not benefits

Fail to Differentiate

Fail to communicate in Kitchen Logic

Don’t understand the difference between

WISHES, WANTS & NEEDS.
 Common Factors
for Success
NEW & DIFFERENT!

Address a consumer need BETTER than

anything else out there.

Communicate it clearly.
BRAND IT WITH A GREAT NAME!

Demonstrate the benefit with a sound reason

why.
Don’t Rely On Low-Price
As Your Point of
Differentiation
Any fool can cut prices. Consumers don’t buy
the lowest price, they buy the most benefits
for the dollar!

The customers you attract with “low price” will

leave you in a heartbeat when they find the
next deal.

Does not build a long-term customer base.

 Find A
Point of Difference
This is the key to long-term growth,
building a brand name and image.

Communicate this point of difference in

EVERYTHING you do.

Different, Better & Special.

Fun is Fundamental!