Trust me, he's a great lover. PUBLIC RELATIONS. Page 19. I understand you're a
great lover. BRANDING. Page 20. In other words, it's not what you say it is…
All About Branding Lance Saunders Executive VP, Managing Director DDB CANADA
BRANDING: A brief history What is it? Why it matters
∧
A brief history…
Statement of Ownership
Statement of Safety
Statement of Authority
Statement of Desire
1886
2013
So what is branding exactly?
Not a logo
Not a tagline
Not a name
Not a store
Not advertising
I’m a great lover.
MARKETING
I’m a great lover. I’m a great lover. I’m a great lover.
ADVERTISING
Trust me, he’s a great lover.
PUBLIC RELATIONS
I understand you’re a great lover
BRANDING
In other words, it’s not what you say it is…
It’s what they say it is.
“Your brand is what people say about you when you’re not in the room.” Jeff Bezos, Founder of Amazon
Not a store
“ It’s a person’s gut feeling because we’re more emotional than rational. While each person has their own version, it can be influenced by communicating the qualities that make the product/service different. And when enough people arrive at the same gut feeling ... Voila! Now you have a brand.” THE BRAND GAP
So why does it matter?
$120 BILLION WITH BRAND VALUE
Coca-Cola’s market cap $50 BILLION WITHOUT BRAND VALUE
“If this business were split up, I would be glad to take just the brands, trademarks and goodwill and you could have all the brick and mortar—and I would fare better than you.” John Stuart, Chairman Quaker Oats Company 1950
So why is branding so hot today?
Too many choices, too little time
Too many products are similar
People trust each other more than us
Branding: Yesterday vs. Today
YESTERDAY:
What’s this product all about?
TODAY:
What’s this company all about?
“Some of the most successful global companies of all know that sound practices and a positive corporate image drive value…” The Rise of the Good Corporation, Interbrand Best Global Green Brands
