KEY INITIATIVE Branding and Value Proposition 2018 Gartner

KEY INITIATIVE Branding and Value Proposition © 2018 Gartner, Inc. and/or its affiliates. All rights reserved. Gartner is a registered trademark of Gartner, Inc. and its affiliates. This presentation, including all supporting materials, is proprietary to Gartner, Inc. and/or its affiliates and is for the sole internal use of the intended recipients. Because this presentation may contain information that is confidential, proprietary or otherwise legally protected, it may not be further copied, distributed or publicly displayed without the express written permission of Gartner, Inc. or its affiliates.

Overview: Branding and Value Proposition Top Challenges and How Gartner Can Help Gartner’s 2019 research agenda on branding and value propositions will help you forge a path to brand leadership with best-practice research, insight and advice based on the community knowledge of some of the best brand marketers in the world. Through a combination of primary research, case study examples, Toolkits, templates and how-to advice, Gartner will help you solve the most pressing branding, positioning and messaging challenges. The topics we cover include: § Brand architecture: As companies bring increasingly complex offers and portfolios to market, marketing leaders struggle to structure how their brands and related messaging fit together. This research will showcase different types of brand architectures and their associated benefits. § Brand investment, measurement and governance: Many marketers still struggle to justify investment in development and management of corporate brands. This research will help you understand when brand investments are required and how to enlist executive support for a specific strategy or project. § Brand positioning, values and messaging : Marketing leaders know that capturing their customers’ imagination depends on compelling and distinctive stories, differentiated positioning, and clear and coherent messaging. This research will show you how to find your brand’s voice, value and storylines. INTERNAL or RESTRICTED 2 © 2018 Gartner, Inc. and/or its affiliates. All rights reserved. Gartner is a registered trademark of Gartner, Inc. and its affiliates.

Challenges with Branding and Value Propositions 1 Scaling brands while appealing to niche consumers § Rising values such as individuality and self-expression make it harder for brands to connect authentically with unique consumer segments. § Only 57% of a brand’s unique benefits show a substantial correlation to preference, suggesting a significant relevance gap for most brands. § The costs and risks of maintaining brands continues to rise without significant earned media support. 2 Justifying long-term brand investments amidst pressure for immediate results § Creating, leading and managing a successful brand, or brands, requires a substantial ongoing investment and careful sustained stewardship. § However, two-thirds of a CMO’s advertising budget goes to digital channels, largely to due to the ease of short-term measurement. § Additionally, Mar. Tech investments now account for nearly 1/3 rd of a CMO’s budget while creative labor loses ground. INTERNAL or RESTRICTED 3 © 2018 Gartner, Inc. and/or its affiliates. All rights reserved. Gartner is a registered trademark of Gartner, Inc. and its affiliates. 3 Finding differentiation and relevance with empowered and fickle customers § Brand equity volatility is increasing at a rapid pace. § By 2020 Analysts predict that 75 of the top 100 global consumer brands will lose 20% of their brand equity due to declining brand perception and loyalty. § 80% of B 2 B Marketers believe their brand offers a unique experience but only 8% of their customers agree.

Questions Your Peers Are Asking Topics Lorem ipsum Key Client Issues Brand Architecture § § What kind of brand architecture should we build? How do we prioritize and manage brand equity across multiple brands and products? Brand Investment, Measurement, and Governance § § § How do we make the case for initial and continued brand investments? How can the impact and performance of brand initiatives be measured? What are best practices for brand governance? § What examples are there of best-in-class brand-positioning and value proposition statements? How do we differentiate our brand keep it relevant? How do we create a disruptive brand or respond to a disruptive competitor? How do we distill, articulate and communicate brand purpose and values? What are critical consumer or marketplace perspectives our brand should understand? Brand positioning, values and messaging § § INTERNAL or RESTRICTED 4 © 2018 Gartner, Inc. and/or its affiliates. All rights reserved. Gartner is a registered trademark of Gartner, Inc. and its affiliates.

Capabilities Support Each Stage of Your Initiatives Diagnose Current State Benchmark your approach to each discipline of branding using Gartner’s Brand Intelligence Framework. Assess current brand spending levels using Gartner’s CMO Spend Survey. Evaluate the appropriateness of additional brand investments using our Business Case for B 2 B Branding. Develop Your Plan Understand the basics of brand story telling by reading “How to Find Your Story: Understanding Positioning, Messaging and Brand Storytelling” Discuss your brand’s current state in the market to prioritize next steps with Gartner branding experts. Translate brand strategy into marcomm investments using Gartner’s four-step framework to “Use Brand Strategy to Guide Advertising Planning” Extend brand strategy across the entire customer experience learning How to Connect Brand Story and Content With Customer Experience. INTERNAL or RESTRICTED 5 © 2018 Gartner, Inc. and/or its affiliates. All rights reserved. Gartner is a registered trademark of Gartner, Inc. and its affiliates. Execute and Drive Change Align your brand to rising values of key consumer segments using Gartner’s consumer outlooks. Design a new brand value proposition using Gartner’s Ignition Guide to a Brand Refresh. Launch a multichannel marketing campaign using Five Steps for Event. Triggered Multichannel Marketing. Implement digital branding best practices using Gartner’s Digital IQ benchmarks. Track the success of your brand strategy using Gartner’s Brand Equity Measurement Model.

Gartner Support Organized Against Your Timeline Activity Roadmap Initiative Branding 0 -90 Days § Benchmark: Take the Gartner CMO Spend Survey to assess current brand investments to those of your peers § Consultation: Discuss the Brand Intelligence Framework and areas of prioritization with a Gartner Executive Advisor § Tool: Gain an overview of common techniques for refreshing a brand using our story telling frame. § Consumer Insight Review: Understand the most salient consumer values to appeal to in a refreshed brand. § Step-by-step Guidance: Execute your rebranding initiative with step by step guidance from our Ignition Guide. § Document Review: Receive feedback from a Gartner Executive Advisor on any business cases or internal presentations required to proceed. § Consultation: Discuss how to translate a refreshed brand into Advertising, Digital, and Experience strategies with Gartner experts. § Consultation: Develop a branding strategy and prioritized plan from ideation to positioning, storytelling and execution. § Tool: Use our Brand Equity Measurement Model to select and track metrics. INTERNAL or RESTRICTED 6 91 -180 Days © 2018 Gartner, Inc. and/or its affiliates. All rights reserved. Gartner is a registered trademark of Gartner, Inc. and its affiliates.

Comprehensive Support Across Marketing Advertising ▪ Advertising Channels and Formats ▪ Advertising Strategy ▪ Programmatic Advertising B 2 B Buyer Insights ▪ Enterprise Customer Insights and Trends ▪ Small Business Insights and Trends Branding and Value Proposition ▪ Brand Architecture ▪ Brand Investment, Measurement, and Gov ▪ Brand Positioning, Values, and Messaging Content Marketing ▪ Content Marketing Best Practices ▪ Content Marketing Strategy ▪ Content Marketing Operations Consumers and Culture ▪ Consumer Communication Channels and Buying Platforms ▪ Cultural and Societal Shifts ▪ Your Future Consumer Customer Experience Leadership and Management ▪ Customer-Centric Culture ▪ CX Measurement and Business Benefit ▪ CX Strategy, Organization and Governance Demand Generation and Sales Enablement ▪ Account-Based Marketing ▪ Lead Management ▪ Sales Partnership and Sales Support Digital Commerce ▪ Digital Commerce Performance Optimization ▪ Benchmark Your Amazon Performance ▪ Digital Commerce Strategy Customer Experience Design and Execution ▪ Customer Needs, Expectations, and Perceptions ▪ CX Processes and Methodologies ▪ CX Project Planning, Prioritization, and Execution Marketing Data and Analytics ▪ Customer Insight and Analytics ▪ Marketing Measurement ▪ Data Management and Analytics Technology Marketing Technology & Emerging Trends ▪ Critical Capabilities and Best Practices ▪ Emerging Trends ▪ Vendor Landscape and Selection Multi-Channel Marketing ▪ Multichannel Marketing Best Practices ▪ Multichannel Marketing Strategies ▪ Multichannel Marketing Critical Capabilities Marketing Organization and Operations ▪ Marketing Budget and Resource Management ▪ Marketing Structure, Talent and Training ▪ Marketing Operations ▪ Agency and Service Provider Management Mobile Marketing ▪ Mobile Marketing Strategy ▪ Mobile’s Role in Multichannel Marketing ▪ Mobile Marketing Technology, Agency and Vendor Management Search Strategy and Execution ▪ Search Performance Benchmarks ▪ Search Strategy ▪ Search Management, Measurement and Optimization ▪ Search Vendor Selection Social Marketing ▪ Social Marketing Strategy ▪ Social Marketing Management, Measurement and Optimization ▪ Social Marketing Technology, Agencies and Vendors Market Insight and Analytics Management CMO Strategy and Innovation ▪ Insight and Analytics Talent and Processes ▪ Marketing Strategy and Development ▪ Internal Influence ▪ Creating and Managing Disruption ▪ Insight and Analytics Measurement and ▪ Marketing and Business Innovation Acceleration Business Impact ▪ Marketing Leadership and Organizational INTERNAL or RESTRICTED Effectiveness 7 © 2018 Gartner, Inc. and/or its affiliates. All rights reserved. Gartner is a registered trademark of Gartner, Inc. and its affiliates. ▪ Marketing and Business Innovation Acceleration Digital Performance Benchmarks ▪ 28 industry sectors