Founder  Ins+tute  Talk  Branding  &  Marke+ng  March  18,  2014  

Top  Global  Brands  The  Value  of  a  Great  Brand  2014  

Resources:    www.interbrand.com;  www.fiance.yahoo.com    

$118.8  B  (16.5%)  

$107.4  B  (28.4%)  

$81.6  B  (46%)  

Defini+on  of  Brand  

 A  brand  is  a  person’s  gut  feeling  about  a  product,  service  or  company.  

 -­‐  Marty  Neumeier  (The  Brand  Gap)  

A  Brand  is  what  THEY  say  you  are.  

Ques+ons  to  Ask  1.   What  value  does  my  business  represent?  2.   Who  is  my  customer?  3.   How  will  my  product  meet  the  needs,  

wants  and  desires  of  that  customer?  4.   How  will  I  keep  that  customer  coming  

back  &  ignore  the  compe++on?      

First  Define  Your  Customer  Define  who  is  and  who  is  not  your  customer  before  you  

start  working  on  your  name  and  your  brand.  

Jill   Jack  

Crea+ng  Value  How  the  best  brands  are  built.  

1.   They  acquire  customers  cheaper  (CAC)  2.   They  keep  customers  longer  (Reten+on)  3.   They  profit  more  from  customers  (LTV)  

Brand  Building  The  Simple  Model  

IDEA  

PRODUCT  

BRAND  

The  Leader  is  The  Brand  How  does  the  leader  build  his/her  brand?  

1.   Walk  the  walk  2.   Digest  everything  in  your  universe  3.   Create  lots  of  connec+ons  4.   Establish  outside  credibility  5.   Be  original  

Ques+ons  to  Ask  Thyself  1.  Who  are  you?  2.  What  do  you  do?  3.  Why  does  it  maeer?  

 

My  Narra+ve  

Today  

We  help  local  businesses  get  more  customers  online  in  proven  and  affordable  ways.    

Being  Influen+al  as  The  Brand  

Key  Thoughts  1.   The  purpose  of  a  business  is  to  create  

and  keep  a  customer.  2.   Your  product  maeers,  but  your  brand  

maeers  more.  3.   Ohen  you  are  the  brand.  4.   Your  brand  is  being  built  whether  you  

like  it  or  not.    It  is  your  choice  if  you  want  to  help  define  it.