Keller boot camp 1 overview
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The bootcamp aims to teach participants how to build brand equity over six months through a structured model involving brand identity, meaning, response, and resonance. Participants will apply various tools and strategies to improve their businesses, resulting in competitive advantages such as increased customer loyalty and higher profit margins. Case studies of brands like Brewdog, G4S, and Lidl will be explored to illustrate the principles taught in the program.
Keller boot camp 1 overview
- 2. The goals of the Bootcamp • At the end of the six months to have gone through the principles of the model • To apply many of these to real world situations and to our own businesses • Create a competitive advantage for your business
- 3. Objectives for today • Present an overview of the model • Consider some of the applications & tools • Outline the strategy going forward
- 5. In order to build a strong brand, you must shape how customers think and feel about your product.
- 6. Advantages of powerful brand equity • Your customers will buy more from you • You create ‘Fans’ who recommend you to others • You drive loyalty • Your business will have a higher price point • Your gross margins will be greater • Your business will grow • You will meet you aspirations
- 7. The Four-Steps to Brand Equity Utopia Brand Identity Who are you?
- 8. The Four-Steps to Brand Equity Utopia Brand Meaning What are you?
- 9. The Four-Steps to Brand Equity Utopia Brand Response What about you?
- 10. The Four-Steps to Brand Equity Utopia Brand Resonance What about us - together?
- 11. The four steps contain six building blocks You need all six in place to build brand equity
- 12. Application Brand Identity Salience or Awareness
- 13. Tools & Goal of Step 1 • Market segmentation • Mission • Unique selling proposition • Positioning Maps Goal To understand how you are perceived
- 14. Application Brand Meaning Performance and Imagery
- 15. Tools & Goal of Step 2 • Critical Quality Tree • Features and Benefits • Kano analysis Goal To measure how effective your service or product is at meeting the needs of your clients
- 16. Application Brand Response Judgements and Feelings
- 17. Tools & Goal of Step 3 • Customer Experience Mapping • Surveys • Gap analysis Goal To identify actions that can be taken to improve the experience
- 19. Tools & Goal of Step 4 • Value Discipline Model • Customer Trust model • Customer engagement Goal To strengthen the resonance of your business to your customer
- 20. Discussion Question 1. When you started your business what gap in the market did you identify? 2. Do you find it easy to articulate why you do what you do – with passion and enthusiasm? 3. What difference to the market are you making? 4. How do you currently share your purpose and vision with your customers?
- 21. Case studies Brands we will look at: • BrewDog • G4S • Lidl
- 22. To Come: 2. Tuesday, 14 February 2017: Your Brand Identity – Gaining visibility in a crowded space 3. Tuesday, 14 March 2017: The Meaning of Your Brand – Performance and Imagery 4. Tuesday, 11 April 2017: Brand Response – your client’s make judgments’ which lead to actions 5. Tuesday, 9 May 2017: Brand Resonance – Your clients ‘LOVE’ you 6. Tuesday, 13 June 2017: Bringing it all together – Examples of Great Brand Equity
- 23. Any Questions? Back on the 14th of February