Rebrand Your Company with these 19 Branding Questions

Physics is to Albert Einstein as branding is to David Brier. A walking, talking brand himself, David Brier graced our screens three weeks ago for a webinar that divulged the 19 questions every organization should ask before rebranding. I have to admit, I expected all the clichà © questions: Who is our audience? What is our core strength? Yadda, yadda, yadda. But David proved he isn't a world-renowned rebrand expert for simply stating what I already learned in Marketing 101... he's world-renowned for asking the kind of questions that require intense (organizational) introspection. Questions that actually make you think. Intrigued? Watch the full webinar here and read to follow along. David Brier's draw can probably be attributed to his three decades of branding experience, but on a personal note, I think the bold, in-your-face personality may have a little something to do with it too. Case in point? "I've been compared to a triple-shot espresso." His words, not mine! Now... sit back, relax, and let me take you on a journey through David's mega-marketing mind as I summarize some of the insights we learned during his webinar. And remember, you can always just watch the recorded webinar in full if you'd rather hear it straight from him. Why do companies rebrand? Here's a shocking fact: For some reason, we as marketers can forget this minor detail. Entire populations who were once our brand loyalists don't stay that way forever. They're replaced by an entirely new generation of new human beings with new opinions and needs. Which means you need new messaging. In David's words: "With today's technology, these changes are happening faster than ever. To stay relevant, sometimes the correct strategy is a rebrand." So we embrace the fact that the world constantly changes, we stay relevant, and we resonate with the new generations as they come. Easy, right? Well, as David points out, companies repeatedly struggle to pull off an effective rebrand. It's that wall. No matter how hard you market and how targeted your campaigns are, there still seems to be a disconnect between you and potential customers. The problem? Clichà ©s. David explained how certain phrases like "state of the art," "knowledgable staff," and "caring customer service" (who talks like that, anyway?) can alienate companies from their audience and be too predictable to hold interest. More importantly, clichà ©s distract from good branding. Branding the right way According to David, the definition of good branding is good differentiating. No surprise there, right? Stand out from the competition and potential customers will notice you more. As David reminds us: "Differentiating is not a luxury. You differentiate if you want to survive." You differentiate if you want to survive. Now that's a bold statement. He's got a point, though. The great thing about David is that he doesn't make a bold statement without something to back it up. In this case, that something is a slew of real-world examples. Real brands that had real problems until he swooped in and differentiated the heck out of them. I'll let you discover the intriguing before-and-after brand transformations when you watch webinar in full. The 19 rebranding questions The stage has been set. We understand why companies rebrand, what branding is, and why it matters. Now for the hard part—how to actually go through with a rebrand. It's about time we dive into the 19 questions, isn't it? I'll cover the first five questions here. If you want the remaining 14, I'll let you watch David reveal the rest himself. Rebranding question #1: Why are we doing a rebrand? Seems like an obvious question, but as David points out, many companies make the mistake of rebranding simply to rebrand—to be "prettier" and to change things up. But rebranding is not worth the time and money if it doesn't revolve around strategy and relevancy. Rebranding question #2: What problem are we attempting to solve? Does your packaging get lost on the shelf? Is your product not valuable to customers once they get it? Figure out the problem you are trying to solve, and let rebranding help fix that problem. If you don't have a clear objective to your rebrand, rebranding really won't do you much good. Rebranding question #3: Has there been a change in the competitive landscape that is impacting your growth potential? As much as we'd like to think our brand isn't impacted by the decisions of other brands, it is. No brand exists as an island. You always have to be watching the landscape around you, and be nimble and fluid in response. Rebranding question #4: Has our customer profile changed? Yesterday's innovation becomes today's normal, and new innovations can drastically change our customer profile. Don't blindly base your strategy on information that could have been relevant for your audience five years ago but has no place in your brand today. Rebranding question #5: Are we pigeonholed as something that we (and our customers) have outgrown? Many times, businesses evolve as they grow. They start out with a certain focus, then shift that focus as time goes on. For example, a 25-year-old dance institution that still used a ballet dancer in their logo admitted to David that ballet now accounted for only 15% of their training. It's a prime example of a brand pigeonholing themselves by not keeping up with their own evolution and growth in their branding. As for the last 14 questions, they really are worth reviewing. David's tips are chock-full of insights that get you to fight for your rebranding strategy—to really have a reason for how and why you're doing it. A true rebrand should be hard—it should challenge your fundamental beliefs about your organization and spark new ideas of how to better hone in on the core value it provides. Thinking about a rebrand? If it's time for a brand intervention, you won't want to miss our webinar with branding expert David Brier.

Marketing Of Marketing And Customer Value - 1473 Words

Introduction As the market expands into global size, companies are facing more competitions than before. How can they exceed their competitors becomes important. Under this situation, the marketing plays an important role in leading the companies to correct and effective pathways. In the following part, the concept of the marketing and customer value will be explained in detail and how the relationship between them works. The importance of marketing Marketing is often defined as a series of processes for establishing, communicating and attributing value to customers and for managing customer relationships in order to benefit the organisation and its stakeholders.’ (Kotler, Burton, Deans, Brown Armstrong, 2013) To make the long words short, marketing is a human activity, which aims at satisfying needs and wants through exchange processes (Kotler, Shaw, FitzRoy, Chandler, 1983). Although not all companies hold positive attitudes toward marketing, the majorities of companies are willing to develop marketing as it is extremely vital for the success of the company in promoting the sales, increasing the awareness and building customer trust. Sales can be promoted largely due to the marketing. When people know a company through television or advertisements, they become the potential customers of that company. If the marketing department is doing their job properly, the customer will be persuaded by the advertisement and tends to purchase that company’s products. CompaniesShow MoreRelatedMarketing And Customer Value And Marketing1556 Words   |  7 Pagesof marketing to company, explanation of the concept of customer value and how the connection of customer value and marketing is adopt by the company. In particular this essay will focus on the example of the new Fitbit Alta, an activity tracker wristband than released in March 2016. The discussion of the concept of marketing and customer value will contain discussions in relation to the presumption that marketing is an ongoing process of facilitating information and resources to create value forRead MoreCustomer Value Marketing1775 Words   |  8 Pagesbased on th e study of â€Å"Customer Value Marketing† starts with introduction section. We have mentioned the contents of the study in objectives of the report section. The methodology section deals with the means of preparation of this report and the processes that we have followed. Then the report describes the theoretical aspects of the study in the literature review. This section mainly consists of brief description about different important topics about customer value marketing. Finally in the lastRead MoreCustomer Value Marketing1775 Words   |  8 Pagesbased on the study of â€Å"Customer Value Marketing† starts with introduction section. We have mentioned the contents of the study in objectives of the report section. The methodology section deals with the means of preparation of this report and the processes that we have followed. Then the report describes the theoretical aspects of the study in the literature review. This section mainly consists of brief description about different important topics about customer value marketing. Finally in the lastRead MoreMarketing, Customer Value, and the Link1750 Words   |  7 Pagesto acknowledge the fact that business now revolves around customers (Keith, 1960). As a result, marketing becomes one of the most prominent philosophies in business. Therefore, to get a better understanding of today’s business, this essay will be discussing about three important concepts. These concepts are marketing as a business philosophy, the understanding of customer value, followed by the link between marketing and customer value. In addition, this essay will be using the Village â€Å"Gold Read MoreCustomer Relationships And Value Of Marketing1782 Words   |  8 Pagescan build strong customer relationships and value through marketing, and the success of marketing relies on satisfying the customers’ wants and needs by providing them with the best price, product, or service. The American Marketing Association defines marketing as, â€Å"The activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large.† This exchange between customers and a businessRead MoreRelationship Between Marketing And Customer Value1525 Words   |  7 Pagesbetween marketing and customer value and their relevance when promoting and ensuring customer satisfaction. It will discuss marketing as a business philosophy and its importance in organisations. The concept of customer value will also be examined and its significance to the success of a product. Throughout the paper, the Apple Watch will be drawn on to further explore the concepts and to put them into context. Marketing has been defined in a number of ways. Kotler (1983,p.7) defined marketing as aRead MoreCustomer Lifetime Value and Return on Marketing1459 Words   |  6 PagesCase Study: Conroy’s Acura: Customer Lifetime Value and Return on Marketing Case Summary: Conroy’s Acura was founded in November 1986 by Ross Conroy, a veteran of the car industry who also owned a General Motors dealership to open in Toronto and one of the first in North America. Located in downtown Toronto, Conroy’s Acura sold both new and pre-owned vehicles, and its service department was dedicated to Acura Products. Conroy’s Acura was an independently owned dealership that held a franchiseRead MoreMarketing Channels : Delivering Customer Value1706 Words   |  7 PagesMarketing Channels Delivering Customer Value Amazon’s innovative distribution strategy: From online bookstore, to diversifying to sell DVDs, Blu-rays, CDs, video downloads/streaming, MP3 downloads/streaming, audiobook downloads/streaming, software, video games, electronics, apparel, furniture, food, toys, and jewelry. The company also produces consumer electronics—notably, Amazon Kindle e-readers, Fire tablets, and Fire TV—and is the world s largest provider of cloud infrastructure servicesRead MoreThe Importance Of Marketing And Concept Of Customer Value1385 Words   |  6 PagesThe concept of marketing has always been debated since it was recognised as a distinguished subject and field (Gamble, Gilmore, McCartan-Quinn Durkan, 2011). With time going by, under globalization and increasingly intensive globe competition, every organisation tries to improve their competiveness. Consequently, Marketing as a useful tool to achieve such kind of goals walks into organisational managers’ sight. Meanwhile, customers, as one of the most important parts of marketing, also deserve toRead MoreRelationship Between Customer Value And Marketing1801 Words   |  8 PagesMarketing improves people’s living standard, according to a statistic state that the GDP of Australian has a growth rate from 2010 (2.25%) to 2014 (2.73%), and it is forecasting to increase in 2016 (Australia - Gross domestic product (GDP) growth rate 2020 | Statistic, 2016). A growing trend of marketing creates more work opportunities for people. Based on that, more people operating marketing activities successfully for a business, and the total output of the business tend to increase significantly

Spreadsheet Function of the Spreadsheet

Question: Give the solution on a separate sheet (labelled Part a, Part b, and Part cPart d will appear on the Part a tab). spreadsheet should be clearly labelled and easy to understand. Include a description of the function of the spreadsheet. Remember to make sure you clearly identify the inputs and outputs. Please also include the step in each spreadsheet. Answer: Part A The following are the steps and inferences from the assignment given. Probability of S alive is 50% and hence his death probability is 1-50%=50% Probability that S is alive in year 2 is the probability that he is alive in year 1 and he is alive in year 2. Hence the joint probability is 50%*50% or 0.5^2=25%. Hence the probability of his death in year 2 is 1-25% or 75%. Similarly till year 30 S does not receive any coupon. Hence 0 will year 30. In year 35 assuming he is alive, he gets the principal of 1000,000. The expected value of this is P(alive)*1000,000+P(dead)*0. Take the NPV which is 1000,000/(1+7%)^30 or 93663. M bond person receives coupons irrespective of S dead or alive. But principal will be received only if S dead. So multiply P(S dead)*expected value of receipt. The coupon paid semi annually @ rate 9.8% is equivalent to an effective annual rate of 10% calculated as (1+9.8%/2)^2-1. Hence every year, M receives 1000,000*10%. Calculate the PV for 35 years comes to 1,388,441 Since SM bond S bond+M bond the total value is c+d or 1,482,104 Part B is same as Part A except face value is $ 1 and hence the investor needs $ 659 as retirement amount at the end of 35 years. Hence he has to buy 659 bonds Part B is same as Part A except that face value of the bond is 100 instead of 100,000