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NO SIGNAL (Annoying Continuous Beep) @johnantonios #jatrains

Building Powerful Brands MARKETING @johnantonios

Today’s Workshop Plan • Raw Marketing • Marketing Strategy • Market Analysis – Exercise – Raw Data Analysis • Brand Sense – Holistic Selling Proposition – Case Study – SUBWAY Sandwiches

… so what’s all the fuss about? RAW MARKETING

RAW MARKETING VALUE to Create a Customer Creating & Managing

RAW MARETING It’s the whole business a function? seen from the point of view of its final results the customer’s point of view

How to create a customer? Marketing Strategy

DEVELOPING A MARKETING STRATEGY Organizational Learning Market Analysis Objectives & Assumptions Strategic Decisions Buyer Learning Strategy Implementation Outcomes

DEVELOPING A MARKETING STRATEGY Yeah, right!!!

DEVELOPING A MARKETING STRATEGY Organizational Learning OBJECTIVES • Market outcomes (e. g. sales) • Financial metrics (e. g. return on investment) • Measure of customer knowledge (e. g. brand awareness or perception) Market Analysis Objectives & Assumptions Strategic Decisions Strategy Implementation COMMON ASSUMPTIONS • More options is better than fewer options • A Lower prices is preferred to higher price • Information improves choice Buyer Learning Outcomes

Building Powerful Brand through the SENSES Brand Sense

Why is this commercial so inviting? (Hint: the answer does not revolve around Nancy) Nancy Ajram – Coca Cola Ad

Branding & The 5 Senses • Almost our entire understanding of the world is experienced through our senses. • Our senses are or link to memory and can tap into emotion. Had to include this horrific picture to get you back in the mood of working!

From Unique Selling Proposition to … • Emotional Selling Proposition (ESP), where products were perceived as different primarily because of an emotional attachment. • Organizational Selling Proposition (OSP), where the organization or corporation behind the brand in fact became the brand. • Brand Selling Proposition (BSP), where the brand was stronger than the physical dimensions of the product. • Me Selling Proposition (MSP), which saw consumers taking ownership of their brands. The Future of branding will embrace the Holistic Selling Proposition (HSP). HSP brands are those which not only anchor themselves in tradition but also adopt characteristics of religious sensory experience to leverage the concept of sensory branding as a holistic way of spreading the news.

Kill YOUR Logo Smash Your BRAND

Smash YOUR Brand

Smash YOUR Brand 107 307 206 407 508

Smash YOUR Brand Tradition Service Ritual Behavior Navigation SMASH YOUR BRAND Sound Picture Icon Color Language Shape Name

Don’t Forget to Connect John Antonios Creative, Passionate, & Dedicated Social Media & Personal Branding Consultant Mob: +961. 70. 204005(Lebanon) Mob: +2. 016. 1459994 (Egypt) THANK YOU … & CU 2 MORROW!