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Navigable Slide Index

1. Introduction
2. Core concept of marketing
3. BCG portfolio analysis tool
4. The marketing communications plan
5. Nothing happens until somebody buys something
6. Value of a strong brand
7. Engendering trust (J&J)
8. Failing to engender trust (Union Carbide)
9. High interest in new market offering
10. Price premium
11. de Bono's three stages of business
12. Protection from competition
13. The concept of positioning
14. First choice of best talent
15. Benefit of doubt if trouble comes
16. Investor preference
17. How to build a strong brand (1)
18. Marketing driver analysis
19. Brand value proposition (1)
20. Brand value proposition (2)
21. Brand-building resource allocation (1)
22. Brand-building resource allocation (2)
23. How to build a strong brand (2)
24. Company vision and brand purpose
25. Typical vision statement (Nestle)
26. Typical vision statement (Ritz-Carlton Hotel)
27. Your vision statement
28. Brand purpose (examples)
29. Brand positioning (Emerson) (1)
30. Brand positioning (Emerson) (2)
31. Brand positioning - Kathy Button Bell
32. Story telling
33. What is your company's story?
34. How to build a strong brand (3)
35. Building a strong brand - Michelle Bridges
36. Communicate in urgency - Michelle Bridges
37. How to lose a strong brand
38. Losing a strong brand: forgetting who you are
39. Losing a strong brand: forgetting what you "own"
40. Losing a strong brand: forgetting it's not about you
41. Marketing myopia
42. What they taught you about marketing is wrong
43. Lauterborn’s 4C’s marketing model
44. Anticipation of an experience is what is bought
45. What is the experience?
46. Value proposition criteria (Aaker)
47. The power of a strong brand (brand leaders)
48. Brand leaders (examples in different categories)
49. Contact details

Topics Covered

• Core concept of marketing
• BCG portfolio analysis tool
• Value of a strong brand
• de Bono's three stages of business
• Brand positioning
• How to build a strong brand
• Company vision and brand purpose
• Marketing myopia
• How to lose a strong brand
• Kotler 4P's vs. Lauterborn 4C's
• Value proposition criteria
• The power of a strong brand

Links

Series:

• Global Branding Strategies

Categories:

• Marketing & Sales

Bite-size Case Studies:

• How to leverage a strong brand to retain trust: two case studies
• How to neglect a strong brand and lose a market: three cases
• Brand purpose

Talk Citation

Publication History

• Published on December 11, 2014