The

ROI of
Branding
Overview
 A (brief) history of branding.
 Brands in action.
 A modern definition.
 Making it work for you.
A (brief)
history.
Origins of branding …

Brands used to
indicate ownership
of a product.
Typically, products
that could wander
away.
Origins of branding …

The definition evolved to act as a seal of

approval, or a manufacturer’s guarantee.
But as products proliferated …

… and trust dwindled…

“Brand” became less about product …

… and more about emotion.

Brands
in action.
The Grey Goose Gaffe

It’s not a question of taste:

 Vodka blind taste-test
 Room full of Grey Goose fans
 Grey Goose vs. 2 cheap alternatives
 GG came in last place for taste.

Source: http://abcnews.go.com/2020/Consumer/story?id=3201973&page=1
The Happier Meal

A branded taste-test:
 Kids had an identical meal, with one twist
 Generic wrapping versus
McDonald’s wrapping
 Kids rated the branded
meal as 77% tastier

Source:
http://www.stogiebros.com/links/hallofshame/S
tudy%20Food%20in%20McDonald%27s%20wra
pper%20tastes%20better%20to%20kids%20-
%20CNN_com.htm
Some Strong Words

A judgment of quality:
 Harvard students read an identical article
 Only difference? Where it was posted.
#1
#2
#3

Source: http://www.nytimes.com/2011/03/25/us/25iht-letter25.html
Stand By Your Brand

During the depths of the recession:

 32% of consumers refused to go “generic”

Source: http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=139897
Crazy Like a Fox

A signature benefit?
 Video of a man interviewing
for a job
 In one, he wears no logo,
the other a Lacoste logo
 Viewers rated the logo’d
as more qualified, and
recommended higher pay

Source: http://www.economist.com/node/18483423
Branding is the reason:

People pay more coffee …

Branding is the reason:

People look for the

Golden Arches …
Branding is the reason:

People ask for Kleenex instead of tissue …

Branding is the reason:

People actually buy this stuff …

(I do, too)
The
®evolution.
Now, a brand is not a logo …
… or a slogan …
… or a product.
A brand is:
“The intangible sum of a product’s attributes, its
name, packaging, history, reputation, and the way it
is advertised.” – David Ogilvy
A brand (in simpler terms) is:
The promise a company makes.

The consistency at which they deliver on it.

The payoff?
Reputation: what they say when you’re not around.

Loyalty: the frequency at which they buy from you.

Reputation is more transparent than
ever before.
Making
it work
for you.
The 3 “C’s” of Branding

 Clarity
 Consistency
 Communication
Clarity

 Boil down your business to your absolute core

offering: why do your customers love you?
Clarity

 Boil down your business to your absolute core

offering: why do your customers love you?
Clarity

 Don’t be distracted from your core purpose.

http://www.youtube.com/watch?v=SI0KvSsbg2w
The Simplicity Premium

 Less options = more sales

 The Jam Study
 24 flavors versus 6
 6 options = 10(x) the sales!
 Simpler product = more sales
 People willing to pay 10-
23% more for a simpler
buying process
Consistency

 After figuring out your brand promise, deliver on

it every time.
Consistency

 Don’t accept a bad user

experience. Always fix it.
Communicate

 Start with employees, get buy-in

 Then go to market
A strong brand is:

 Excellent at delivering the implied promise

 Relevant to the audience
 Priced in alignment with perceived value
 Positioned properly in the marketplace
 Consistent in experience; marketing
 Communicated clearly to the marketplace
Who
are you?
Hi, I’m Andrew.

I am:
 Director of Digital
Marketing at TMG
 Involved with all sorts
of clients’ digital
communications

@hanelly
And this is TMG.

Quality content on
every page,
screen, platform
and device.
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more?
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Thank
you!