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How to Build A Brand

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Information about How to Build A Brand
Business & Mgmt

Published on December 20, 2008

Author: simguybar

Source: slideshare.net

Description

Presentation by Stormhoek Founder Graeme Knox to the Brand South Africa Bloggers Tour, December 2008
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From nothing, a brand

It’s a treat It’s a reward It must always communicate specialness It must be available to the target market Wine is a luxury purchase

It’s a treat

It’s a reward

It must always communicate specialness

It must be available to the target market

Talk to your target market

Talk to your target market

Thresher’s Voucher

Thresher’s Voucher

It was infectious Monday, Nov 27th : Tuesday, Nov 28th : Friday, Dec 1st : 37,000 Downloads 56,000 Downloads 715,000 Downloads

It was infectious

Monday, Nov 27th :

Tuesday, Nov 28th :

Friday, Dec 1st :

The infection went viral

The infection went viral

...by the 10 th December 2006... Threshers incremental sales for December Over 15m Pounds

...by the 10 th December 2006...

Threshers incremental sales

for December

Over 15m Pounds

It all started here...

It all started here...

And the beginning... 2003

And the beginning...

Catching the eye in the crowd… in the world’s second most competitive business sector

Catching the eye in the crowd…

Our options were to use traditional media...

Our options were to use traditional media...

But “old” media has disadvantages... Cost One way message Impersonal Inflexible

But “old” media has disadvantages...

Cost

One way message

Impersonal

Inflexible

Whereas new media is... Person to person Flexible (turnaround in minutes) Enormous potential reach Inexpensive Interactive

Whereas new media is...

Person to person

Flexible (turnaround in minutes)

Enormous potential reach

Inexpensive

Interactive

And interactivity creates... Loyalty Trust

And interactivity creates...

Loyalty

Trust

So how did the .com blog do? Technorati authority = 250 Top 20,000 blogs in the world

So how did the .com blog do?

And if you Google(d) “wine”... In 2007

And if you Google(d) “wine”...

Sales in the UK (£5.99)

Sales in the UK (£5.99)

And the wines...

And the wines...

Premier Class Winner 2007-2008

The UK’s most popular wine writer chose his favourites… And if you consider that of 17 South African wines that got a mention ... 3 were from Stormhoek

The UK’s most popular wine writer chose his favourites…

But that’s not all... Best Consumer Campaign in British Liquor 2006

But that’s not all...

And more... American Marketing Association Awards 2006 World Marketing Top 50 and 41 more...

And more...

Newsmaker of the year…

South Africa’s Top Marketing Award Grand Prix Best Brand Marketing in South Africa Best brand campaign – small budget category

South Africa’s Top Marketing Award

The heroes who’ll take SA forward By Jeremy Sampson for the Times (CEO of Interbrand) “The companies and individuals who won gold or won Grand Prix should be treated as heroes. They are the best South Africa has.” “ Winner of the Grand Prix for Brand Campaign was Wellington winery Stormhoek, which showed that there are indeed some in the wine industry who understand how to build a brand internationally.” “ The Grand Prix award went to Stormhoek. It is an example of a David succeeding against several Goliaths, and a true international success story.” “ South Africa needs heroes. Countries with strong brands have strong economics. These are the people who will take SA forward.”

The heroes who’ll take SA forward

By Jeremy Sampson for the Times (CEO of Interbrand)

Orbital Crash

The NIEW ( N ews I nformation E ntertainment W eb) people Social marketing in more than one dimension Entrench your brand in the world of your target market Ignore all of the rest Our target market

The NIEW ( N ews I nformation E ntertainment W eb) people

Social marketing in more than one dimension

Entrench your brand in the world of your target market

Ignore all of the rest

Move with your market Measure, assess, adopt their values Communicate fun, news, information Be memorable Never stop Everything is media

Move with your market

Measure, assess, adopt their values

Communicate fun, news, information

Be memorable

Never stop

Blog growth (.co.za)

Sales Growth

We hit the ground running 2008 growth

Over 400 000 people Ranked in Top 25% Average reach per Tweet

Over 650 members Members help each other find Stormhoek or find specific Stormhoek wines Stormhoek group

580 friends Big Love

Stormhoek will be first in liquor industry Find Stormhoek treasure hunts Find unusual wines The Grid

“ the winery blogger no. 1 in the world…” “ My professors are…fascinated by your company…” Stefania Doria, final year student Net Economics, University of Trient, Italy, 23 rd November 2008

Be innovative Then be good Stormhoek.co.za

 

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