Jason I. Miletsky Perspectives on branding

Transcription

1 Jason I. Miletsky Perspectives on branding TABLE OF CONTENTS Introduction Opening Remarks xiii xv Part One Understanding the Brand 1 1 How Would You Define a Brand? 2 2 What Role Does Brand-Building Play in Building a Market? 6 3 Is There a Difference Between a Brand and a Company? What About Between a Brand and a Product? 8 4 Is a Brand Simply a Logo? Why or Why Not? 10 5 Is the Brand Promise Ever Stated Directly in Marketing? Or Is It More of an Intangible Concept? 12 6 Does a Company's Mission Statement Help Define the Brand? 15 7 Does Every Brand Have to Have a Unique Selling Proposition? 17 8 How Would You Describe "Brand Personality"? 19 9 Should the Personality of the Brand Reflect the Company Founders and Executives, the Target Market, or Something Else? Are Taglines Important? Why or Why Not? How Important Is a Brand Guide or Style Guide to the Development of a Brand? What Are the Key Components That the Brand Guide Should Include? What Role Do Color, Fonts, and Images Play in Brand Development? The Brand Guide Is Built. Now What? 37

2 15 Does an Audience Find a Brand It Connects With? Or Is a Brand Built with a Specific Audience in Mind? How Important Is It to Test-Market a Brand Before Launch? What Are the Best Ways to Test-Market a New Brand? What Is the Most Important Element in Building a Brand: Time, Money, or Something Else Entirely? Is Building the Brand More a Matter of Corporate Successor Corporate Survival? In Building a Brand, Is It Important That the Agency Have Experience in the Brand's Industry? How Important Is It for the Agency and Client to Have the Same Philosophy of Brand-Building? Should the Agency Build the Brand for the Market, or for the Company That's Paying Them? Whose Approval Is Most Important? Should You Get Employees' Input While the Brand Is Being Built? Or Is That Just a Nightmare Waiting to Happen? What Is the Difference Between Branding and Marketing? What Are the Core Reasons a Consumer Would Stay Loyal to a Brand? What Are Some of the Steps That All Successful Brand Managers Take? What Are Some of the Common Mistakes Brand Managers Make? Can a Brand Be Built Without a Large Budget? Can Building a Brand Really Generate Income? Is Brand-Building Just as Important to B2B Companies as It Is to B2C Companies? Do Brand Extensions Further Heighten Awareness, or Just Dilute the Core Brand? How Closely Do Sub-Brands Need to Relate to the Parent Brand? Is a Good Brand Enough to Keep a Brand Alive? Is There Anything the Brand Manager Can Do to Fix a Failing Company? Do Consumers Really Feel Emotional About Brands? Or Is That Just Something Marketing Types Like to Say? 98 viii

3 Part Two Operationalizing the Brand What Are Five Action Points for Early Operationalization of the Brand? Is the Brand Guide a Firm Law? Or Is There Sometimes Room to Break the Rules? With Everything That Needs to Reflect the Brand from Letterhead to Building Signs to Internal and External Marketing Branding Can Be Expensive. Will a Phased Rollout Work? Who's Best to Be the Brand Police? The Company or Its Agency? How Do You Rein In Rogue Offenders of the Brand, Such as Salespeople? Beyond Style Guides and Advertising, How Does the Brand Influence Product Development, Distribution, Channel Strategy, and Pricing? Whose Budget Should Bankroll Branding Efforts? Operations? Marketing? Should Each Department Contribute Equally? Or Something Else Entirely? What Role Does the Brand Have in Enforcing Service Standards and Customer Interaction Models? How Can Business Processes Support the Brand Promise? Certain Departments May Have to Take on the "Bad Guy" Role, Such as Legal or Accounting. Do They Also Need to Reflect Brand Values? Or Are They Immune? Should You Define What "Living the Brand" Is and Hire People with Those Implied Traits? If You Want Employees to "Live the Brand," How Do You Train Them? Should There Be a Brand Component in Employee Compensation Models? An Influential and Effective Department Manager Doesn't Get the Purpose of Branding and Isn't Buying Into It. Now What? Is There an Ideal Ratio for Dividing Budget Between Internal and External Audiences? 139 ix

4 50 Do You Need to Enforce Brand Values to Vendors? As Long as They're Getting Their Invoices Paid, Does It Matter What They Think? What Is the Role of Brand Through All Consumer Touch Points? How Do You Have the Brand Live at All Touch Points? Is It Possible to Make Customers Advocates of the Brand? If Yes, How? 147 Part Three Marketing the Brand How Do You Determine the Best Strategic Position for the Brand? Can a Brand Campaign Include a Call to Action? What's the Main Focus of a Brand Campaign: Personality, Promise, Image, USP, or Something Else Entirely? What Are the Most Effective Ways of Getting Consumers Involved with the Brand? How Does Brand Advertising Differ from Direct Advertising? Do Brands Need to Be Marketed Differently Depending on Their Stage of Life? For Example, Do New Brands Need to Be Handled Differently from Weil-Established Brands? How Does the Marketing Strategy Get Built? Is Television Necessary for Building a Brand? How Has the Internet Changed the Way Brands Get Marketed? Should Brand Strategies for Internet Marketing and Traditional Marketing Be Separate or Integrated? Is Blogging Good for the Brand? Or Is It Too Dangerous? What's the Role of PR in Establishing and Promoting a Brand? Can You Brand Yourself Out of a PR Crisis? Can B2B Companies, Which Typically Don't Use Mass Media, Market Their Brand? There's a Limited Budget. Now What? 194 X

5 Part Four Brand Evaluation and Evolution The Campaign's Done. Brand Recognition Increased, but Sales Are Flat. Was the Campaign a Success? Can Branding Campaigns Have Short-Term Goals, or Is Branding Always a Long-Term Effort? What's the Best Way to Measure the ROI of a Branding Campaign? Is It Even Possible to Measure? Is Increased Traffic to a Web Site Enough to Determine That a Brand Has Been Marketed Successfully? Has Web 2.0 Forced Brands to Be More Transparent as to What They're Really About? What Changes First: the Brand or the Market? When the Market Loses Trust in the Brand, Can It Ever Be Regained? Does the Brand Evolve Over Time, at Specific Points in Time, or Never? Should Your Brand Change in Reaction to Actions Your Competitors Have Taken? What Would Be Considered Small, Incremental Steps in Evolving a Brand (as Opposed to Large Sweeping Changes)? The Old Brand Manager Is Out and the New Brand Manager Is In. Is That a Good Enough Reason to Radically Change the Brand? When Is It Time to Give the Brand a Complete Makeover? When Is It Too Late to Give the Brand a Complete Makeover? The Decision Has Been Made to Redo the Brand Completely. What's Next? The Brand Has a Bad Reputation in the Marketplace. Is That the Client's Fault or the Agency's? Can Creating a New Brand Name and Image Erase Negative Consumer Impressions About a Brand? 239 xi

6 Part Five Just for Fun Are You Loyal to Any Particular Brands? Why? Which Brands Just Seem to Get It? Are There Any Brands That You Just Don't Like, Strictly Based on the Brand Personality? Which Brands Currently Are in Need of a Severe Makeover? What's Your Best Personal Experience in Building a Brand? What's Your Worst Personal Experience in Building a Brand? If You Could Take the Helm of Any Brand in the Market, Which Would You Choose and Why? 259 Closing Remarks 263 Index 265 xii