SLIDE 1
THE SCIENCE OF BRANDING
! !
THE SCIENCE OF BRANDING ! ! MY FOCUS: OVERALL PERCEPTIONS, - - PowerPoint PPT Presentation
THE SCIENCE OF BRANDING ! ! MY FOCUS: OVERALL PERCEPTIONS, - - PowerPoint PPT Presentation
THE SCIENCE OF BRANDING ! ! MY FOCUS: OVERALL PERCEPTIONS, EXPECTATIONS BRANDING IS AFFECTING THE HALO OF PERCEPTIONS, EXPECTATIONS, FEELINGS, ASSOCIATED WITH AN OFFERING Pre-emption of competitors Preference over other locations,
SLIDE 2
SLIDE 3
BRANDING IS AFFECTING THE HALO OF PERCEPTIONS, EXPECTATIONS, FEELINGS, ASSOCIATED WITH AN OFFERING
SLIDE 4
ECONOMIC BENEFITS OF POSITIVE, RELEVANT, DIFFERENTIATED HALO
- Pre-emption of competitors
- Preference over other locations, investments
- Easier recruitment, retention of employees
- Young grads more likely to stay
- More loyal businesses, employees
- More predictable revenue streams
- Less pressure to compete on “taxes”
- r other incentives
- Greater economic stability
- Greater clout with providers, prospects
- Greater cost efficiencies
SLIDE 5
HALO HAS VALUE
SLIDE 6
WHAT OTHERS SPEND TO CREATE, LEVERAGE PERCEPTIONS TO THEIR ADVANTAGE
BRAND ANNL REVS / GDP MARKETING SPEND BILLIONS MILLIONS
APPLE $ 181 $1,100 MICROSOFT $ 86 $2,006 IBM $ 99 $ 461 AM EX $ 32 $2,190 FRANCE $2,730 $ 52 UK $2,520 $ 79 MICHIGAN $ 382 $ 42 WISCONSIN $ 232 $ 21
SLIDE 7
NEGATIVE PERCEPTIONS GIVE US NEGATIVE HALO THAT TURNS OFF ALL OUR TARGETS
SLIDE 8
NEGATIVE DEMOGRAPHICS MEAN WE NEED TO HAVE POSITIVE HALO TO ATTRACT MUCH NEEDED WORKFORCE
Birth rate not compensating for older population. More moving out of state than in. To sustain, much less grow, we have to import workforce.
SLIDE 9
POTENTIAL NEGATIVE COST TO US ALL ANNUALLY
200 employers $ 5 mil Lost income taxes $ 10 mil Lost econ impact $ 50 mil Lost employers $500 mil Economic stagnation $$$$$$$
SLIDE 10
HOW GREAT BRITAIN ADDRESS THEIR SITUATION
- ! One brand, one campaign
- ! 134 markets around world
- ! Year 1: invested 50 million US$ with return of
786 million US $
- ! Year 2: increased investment to $86 mil
- ! 7 year commitment
SLIDE 11
1 T r u t h s 6 C h a l l e n g e s t
- v
e r c
- m
e
SLIDE 12
NET NET: A BRAND IS NOT A LOGO, SLOGAN OR AD CAMPAIGN. TO BRAND IS TO AFFECT DECISIONS IN YOUR FAVOR. EMOTIONALLY FRAMING A DIFFERENCE COMPELLING IN ITS RELEVANCE TO THE TARGE. THEN— BECOMING FAMOUS FOR HOW IT HELPS PEOPLE BE MORE OF WHO THEY ARE OR ASPIRE TO BE.
SLIDE 13
CHALLENGES TO OVERCOME IN LEVERING SCIENCE OF BRANDING TO GROW OUR ECONOMY AND WORKFORCE
- 1. No one has authority or responsibility to ID, confirm or own emotional appeal, our “HALO.”
- 2. If and when someone does, they’ll need resources to engage the entire state to celebrate it.
- 3. There’s no source or commitment for the sizeable and consistent funding necessary to
- vercome negative stereotypes and build emotional attraction.
- 4. The “who” managing it must be knowledgeable of best brand management practices, and
given authority to build out on-brand programs.
- 5. If above can be figured out, whoever manages it must be immune from politics, changes of
administration, etc.
- 6. There is no sense of urgency. Yet others are already way ahead of us, marketing to Millennials,
VCs and high growth sectors.
SLIDE 14
MLindsay@LSB.com www.LSB.com
! !