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Building Brand: Identifying Differentiators

Building Brand: Identifying Differentiators

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Building Brand: Identifying Differentiators

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Presentation Transcript

  1. Building Brand:Identifying Differentiators

  2. Where to Begin? Garden & Gather (Define and Begin Process) Discuss Things “Undiscussable”: SWOT Analyses & Cultivate All Things Creative Identify The Differentiators Which will lead to Marketing Planning

  3. Garden & Gather • Identify organization, product or challenge • Organize a team, including staff, stakeholders, volunteers, & others to participate in collaborative effort • Define scope: timeframe, resource budget, outcomes • Commit to keep an open mind to new ideas: revenue sources, venues, competitors, potential goals & dreams • This will become the foundation of the project

  4. Discuss Things Previously “Undiscussable” • Create a SWOT Analysis • SWOT analysis: tool for auditing an organization and its environment • SWOT stands for strengths, weaknesses, opportunities, and threats • First stage of planning • Helps marketers to focus on key issues • Strengths and weaknesses are internal factors • Opportunities and threats are external factors • Once key issues have been identified, they feed into marketing objectives

  5. Discuss Things Previously “Undiscussable” • Simple rules for successful SWOT analysis • Be realistic about the strengths and weaknesses of your organization or product • Analysis should distinguish between where your organization is today, and where it could be in the future • Be specific & avoid grey areas • Always analyze in relation to your competition • Keep your SWOT short and simple; avoid complexity and over analysis • Remember SWOT is subjective

  6. Discuss Thinks Previously “Undiscussable” • Examples of what a SWOT analysis can be used to assess: • A company (its position in the market, commercial viability, etc.) • A method of sales distribution • A product or brand • A business idea • A strategic option, such as entering a new market or launching a new product • An opportunity to make an acquisition • A potential partnership • Changing a supplier • Outsourcing a service, activity or resource • An investment opportunity

  7. SWOT Analysis Model STRENGTHS WEAKNESSES REMEDY OR EXIT OPPORTUNITIES THREATS

  8. Starbucks SWOT Analysis STRENGTHS WEAKNESSES REMEDY OR EXIT OPPORTUNITIES THREATS

  9. The “Undiscussable” becomes Discussable! Translate the SWOT into Differentiators & then Actionable Strategies • Rank outcomes in order of priority OR • Order outcomes by area: • Brand • Product • Process • Customer • Distribution • Finance • Administration

  10. Starbucks SWOT Analysis: Differentiators STRENGTHS WEAKNESSES REMEDY OR EXIT OPPORTUNITIES THREATS

  11. Cultivate All Things Creative • Diversify team to include people that think “openly”, may have in direct experience • Select an impartial leader to organize effort, leaning towards someone with strong communications & writing skills • Encourage new ideas • Explore new paths • Translate SWOT into new creative directions • Provide frequent reports back to team so lines of communication can continue

  12. Thank YouQuestions?