A presentation to

NAHEC
 
by Bates USA Midwest
March 13, 2003
Why brand?
 Why brand?
The brand is a tangible business asset that can
be managed to produce positive results.
 What Will Branding Do for You?
A vibrant brand…
• Can command a premium price
• Makes marketing more efficient
• Makes it easier to recruit and retain talent
• Makes introductions easier
• Can withstand and weather crises more readily
• Can slow or stop erosion
• Is appealing to financial and investor markets
At Bates, we do not build brands for
our clients.

We build brands
for our clients’ customers.
The #1 thing for you to remember
about brands

• A brand is NOT what the company says it

is.
• A brand is what the consumer BELIEVES it
is.
 What does a brand do?
• Differentiates
• Pre-sells
• “Guarantees” a performance level
 
 What does a brand do?
• Differentiates
Chocolate
 
Hershey bar
Hershey special dark bar
Godiva bar
Acme chocolate bar
 What does a brand do?
• Differentiates
• Pre-sells

Without a brand, bottles of brown liquid sit on the

grocery store shelves.
 
With a brand, bottles of Coca-Cola sell at a fast
rate and at a premium price.
 What does a brand do?
• Differentiates
• Pre-sells
• “Guarantees” a performance level
Walt Disney
  Theme parks
Retail stores
Home videos
“G-rated” movies in the theater
Timeshare resorts
Cruise line
 What does a brand do?
• Differentiates
• Pre-sells
• “Guarantees” a performance level
 When you have a
well-defined brand
that you understand,
it can keep you from
doing things that can
betray the brand.
 Can you imagine …
Listerine … deodorant?
Frito-Lay … lemonade?
Ben-Gay … aspirin?
Steinway … refrigerators?
Hershey’s … imitation chocolate chips?
St. Joseph’s … aspirin-free pain reliever for
adults?
 So how do we
codify a brand?
The Difference Between Brand Strategy, Market
Positioning,
and Psychological Positioning

Brand strategy helps you convey the essence, character

and purpose of the brand, its products and services
The Difference Between Brand Strategy, Market
Positioning,
and Psychological Positioning

Market positioning is the process of identifying and

selecting a market or segment that represents business
potential, targeting vulnerable competitors, and
devising a strategy to compete. In essence, determining
the criteria for competitive success.
The Difference Between Brand Strategy, Market
Positioning,
and Psychological Positioning

• Psychological positioning means selling the

services; Its role is to change behavior, and to
create enough interest in the brand and its products
and services to prompt desired action by target
audiences
Brand Planning Process
 The Bates Brand Wheel
What is the Brand? What are its key
attributes and features?

What can the Brand do for me?

BRAND
ESSENCE
What can the Brand mean to me? How
can it make me feel?

If the Brand were a person, what kind of

person would it be?

What
Whatisisthe
theenduring
enduringcore
coreororsoul
soul
ofofthe
theBrand?
Brand?
 Unique Selling Proposition™
• Unique – leverageable rational or emotional
difference
• Selling – that motivates/persuades new customers
to buy
• Proposition – in a clear, deliverable, compelling
benefit
 
The “Got Milk?” brand wheel
Healthy. Varied. No substitute.

Good for my body. Gives me choices.

BRAND Completes my meal or snack.
ESSENCE

Smart. Gratified. Comforted.

Your mother.

Indispensably
Indispensablywholesome
wholesome

U.S.P.: Only milk completes

certain meals or snacks.
How do we get started?
 Brand Ideation Sessions
• “I wish” Exercise
– I wish the Ruth Lilly Health Education Center
brand would…
• SWOT Analysis
• Build a Buying Cycle
 The Buying Process

Stimulus

Consider
(options)

Search
Experience (information)

Choose
(options)

Buy
 Brand Ideation Sessions
• “I wish” Exercise
– I wish the Ruth Lilly Health Education Center
brand would…
• SWOT Analysis
• Build a Buying Cycle
• Build Brand Wheels
• Brand Vision Survey
 Brand Vision Survey
• If the Health Education Center was…
– A celebrity…who would it be?
– A food…what would it be?
– A sport…what would it be?
– An animal…what would it be?
 Branding brought to life
“Creativity” is one of the last remaining legal
means by which you can gain an unfair
advantage over the competition.