Brand Cascading - How to Stay True to Your Brand

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Information about Brand Cascading - How to Stay True to Your Brand
Business & Mgmt

Published on March 3, 2009

Author: SensoryBranding

Source: slideshare.net

Description

Explains Brand Cascading in an easy step-by-step process, proven to bring successful brands to life and maintain brand profitability.

Brand Cascading www.six-degrees.com Frank R. Schab

Brand Cascading

www.six-degrees.com

The knowledge, perceptions and feelings associated with something that has been given an identity (e.g., a name, look & feel) So, a brand can be a… Product Company Currency Service Group Activity Person Character Location Country Building Etc.

The knowledge, perceptions and feelings associated with something that has been given an identity (e.g., a name, look & feel)

So, a brand can be a…

Product Company Currency

Service Group Activity

Person Character Location

Country Building Etc.

Differentiate from competitors Create preference for your offering Convey quality/trust Escape pressure to compete on price Identify ownership Prove authenticity Build economic value

Differentiate from competitors

Create preference for your offering

Convey quality/trust

Escape pressure to compete on price

Identify ownership

Prove authenticity

Build economic value

A price premium for branded products compared with the price of an unbranded equivalent Future cashflows attributable to the brand alone The premium achieved in M&A A stock price premium due to the brand

A price premium for branded products compared with the price of an unbranded equivalent

Future cashflows attributable to the brand alone

The premium achieved in M&A

A stock price premium due to the brand

Highly simplified, you identify a set of attributes to own in the hearts and minds of your target customers, making sure those attributes meet at least these 3 criteria:

Highly simplified, you identify a set of attributes to own in the hearts and minds of your target customers, making sure those attributes meet at least these 3 criteria:

Then, you determine the best brand name, graphical identity and key messaging for those attributes And finally, you strive to consistently convey those attributes to your target customers

Then, you determine the best brand name, graphical identity and key messaging for those attributes

And finally, you strive to consistently convey those attributes to your target customers

But, step 3 is where brands often fall short of their potential, because…

But, step 3 is where brands often fall short of their potential, because…

 

 

Think of it this way: Market communications (e.g., ads, brochures, etc.) set expectations about what the experience of owning and using the brand will be like But, if during the purchase process or ownership period the experience doesn’t match the promise, customers will be disappointed and less likely to repurchase or recommend the brand to others

Think of it this way:

Market communications (e.g., ads, brochures, etc.) set expectations about what the experience of owning and using the brand will be like

But, if during the purchase process or ownership period the experience doesn’t match the promise, customers will be disappointed and less likely to repurchase or recommend the brand to others

“ Live” the brand attributes The best brands…

“ Live” the brand attributes

The best brands…

How do you “live” the brand

How do you “live” the brand

Recognize that your employees are your greatest asset Educate your employees on the value of the brand and their role in that value Train them on what the brand stands for and what it promises to customers Brainstorm with them on what they can do in their respective areas of responsibility to bring the brand attributes/promise to life Institutionalize that process

Recognize that your employees are your greatest asset

Educate your employees on the value of the brand and their role in that value

Train them on what the brand stands for and what it promises to customers

Brainstorm with them on what they can do in their respective areas of responsibility to bring the brand attributes/promise to life

Institutionalize that process

We have found the following 5 step process to be effective at brand cascading:

1-day interactive workshop with the brand owners/senior executives responsible for the franchise: Identify optimal 3-4 brand attributes, or perceptions to create around the brand, considering personality, heritage, sensory assets, functional benefits, emotional benefits and self-expressive benefits Determine the most compelling, differentiated and credible brand promise

1-day interactive workshop with the brand owners/senior executives responsible for the franchise:

Identify optimal 3-4 brand attributes, or perceptions to create around the brand, considering personality, heritage, sensory assets, functional benefits, emotional benefits and self-expressive benefits

Determine the most compelling, differentiated and credible brand promise

Because every organization is different, a tailored cascading plan must be developed for each organization Identify how many cascading workshops should be done and in what order Determine whether cascading workshops are best conducted by functional activity, geography, business unit, etc. Decide whether all employees will participate Finalize agenda & leaders for cascading meetings Note: in larger organizations, cascading meetings usually operate on a “train-the-trainer” principle, where the first generation of sessions leaders trains the next generation (one reason for naming this process “cascading”).

Because every organization is different, a tailored cascading plan must be developed for each organization

Identify how many cascading workshops should be done and in what order

Determine whether cascading workshops are best conducted by functional activity, geography, business unit, etc.

Decide whether all employees will participate

Finalize agenda & leaders for cascading meetings

Although agenda’s differ somewhat by organization, the following is a fairly typical workshop agenda: Introduction by senior executive Short primer on what a brand is and isn’t Value of the brand to the organization and role played by all employees Perceptions and promise of our brand and what that means to customers Brainstorming session on how to deliver and “live” the brand perceptions/promise at all levels of the organization Collective evaluation of all generated ideas on key criteria

Although agenda’s differ somewhat by organization, the following is a fairly typical workshop agenda:

Introduction by senior executive

Short primer on what a brand is and isn’t

Value of the brand to the organization and role played by all employees

Perceptions and promise of our brand and what that means to customers

Brainstorming session on how to deliver and “live” the brand perceptions/promise at all levels of the organization

Collective evaluation of all generated ideas on key criteria

Review all generated ideas with management Evaluate feasibility of ideas and prioritize Develop roll-out plan Implementation schedule Communications plan Designated champions Assessment approach

Review all generated ideas with management

Evaluate feasibility of ideas and prioritize

Develop roll-out plan

Implementation schedule

Communications plan

Designated champions

Assessment approach

Follow the measurement plan and report findings to management and all employees Adjust program as necessary Repeat some cascading sessions as necessary, but no less than every 3 years

Follow the measurement plan and report findings to management and all employees

Adjust program as necessary

Repeat some cascading sessions as necessary, but no less than every 3 years

 

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