Win the HeartTM

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Win the HeartTM
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Agenda

• Introduction
• Who Is SME?
• Branding Definitions
• Best-of-Breed Examples
• Foundation Examples
• Brand Discovery Workshop
• Trends in Branding
• Q A

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WHO IS SME?
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Who SME Market Position
SME is the world leader in branding and
design for sports.
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What SME Believes Brands Must Win The Heart
SME believes in creating motivating
communication solutions that connect brand assets
with consumers on deep emotional levels. This
fusion drives activation, increases brand
awareness and builds brand equity - positioning
client brands for maximum success.
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Who Client Testimonials
SME promises big and delivers bigger Major
League Baseball SME does a great job. They are
always on the mark National Hockey League We
work with SME because of the quality of their
work National Football League SME helps us
build our global brands National Basketball
Association SME is the best in the business
Collegiate Licensing Company Working with SME
is a terrific experience that produces terrific
results Madison Square Garden SME went the
extra mile to understand us WTA Tour SME is
on top of our list IMG
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Who Management Biography

• Frederick S. Popp
• Chief Executive Officer and Partner
• Specialties include brand architecture,
  interactive, technology development and customer
  relationship management
• Held positions in marketing, including brand
  management, product development and business
  development for leading consumer brands such as
  Gulden's, Chef Boyardee, Mott's, Dannon, Sara Lee
  and General Mills
• Combines traditional marketing strategies,
  cutting edge creative and technology into
  successful brand messaging systems
• Former Managing Director at DMX Sports - leading
  multi media development firm in the sports
  marketspace (clients included NBA, WNBA, WUSA,
  MISL and AFL)

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BRANDING DEFINITIONS
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Definition Branding
A Brand A brand is a product or service that
achieves the perception of value in the minds and
hearts of its consumer base. This is achieved
through the consistent communication of that
brands essence over time. The results are
increases in positive brand awareness, in
motivating purchase intent and in brand equity.
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Definition Branding
Branding Branding is the integrated
communication of a brands dimensionalized
essence from an operative positioning platform to
a specific set of core and target consumers.
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Definition Branding
Brand Essence Brand Essence is the core value(s)
that defines the brand and permeates all other
aspects of the brand. The process of Brand
Essence is that of defining the future direction
and vision for the brand how consumers,
customers and management should view the brand in
the future.
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Definition Branding
Brand Equity Brand equity is added value brought
to a product by a brand name. This can be
enhanced through the use of brand identities.
Brand equity often will allow the marketer to
charge a premium for its products.
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Definition Branding
Brand Resonance Brand Resonance is the
measurement of an established strong emotional
connection with core consumers, driven by
consistent brand imagery and messaging.
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BRAND BUILDING PROCESS
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What Methodology
SME Branding Building
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What Consumer Touch-Points
PUBLIC RELATIONS
EVENTS
DIGITAL ASSET MGMT
OUTDOOR
CORPORATE IDENTITY
PRINT
INTERACTIVE
DIRECTMKTG
ENVIRON- MENT
RETAIL
E-MAILMARKETING
Your Brand
E-COMMERCE
CO-BRANDING
ONLINEMEDIA
PACKAGING
PLAYING SURFACE
CRM
THEME ART
MARKETING
UNIFORM
BROADCAST
GRAPHIC STANDARDS
GUERRILLA MEDIA
PROMOS
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What Process
Communications
Communication
Public Relations Media Events Unveiling In
Arena Measurement Sponsorship Licensing
Development
Identity Design Sub-Brand Development Corporate
Identity, Uniform, Playing Surface, Mascot,
Interactive, Theme Art, Publications Media PR
Planning Asset Delivery Mgmt
Elaboration
Discovery
Dimensions Benefits Positioning Essence
Discovery
Overview Objectives Criteria Consumer
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EXAMPLES
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Examples Consumer Products
1987 Exclusive Competitive and Aspiring Athlete
- Inward Focus. 1990 Nike Revolution Just Do
It TM Inclusive Broader Consuming Public -
Outward Consumer Study. Nike has woven its brand
into timeless emotions by becoming the category
protagonist for competitive sports and fitness.
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Examples Consumer Products
HOG - Harley Ownership Group HD has intentionally
cultivated a relationship with consumers that
radically transcended a product-only
relationship. People dont just buy a Harley
they become members of a community bound by an
ethos and shared set of values that cross many
social and economic strata.
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Examples Sub-Brand
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Examples Foundations
In 1998 Cablevision's Madison Square Garden,
including the New York Rangers, the New York
Knicks, the New York Liberty, MSG Networks and
Radio City Entertainment, established the Madison
Square Garden Cheering for Children Foundation in
order to make a significant and meaningful impact
on the New York community.
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Examples Foundations
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Examples Foundations - Sub-Brand
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Examples Athlete Brands
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EXAMPLES In Need Of Repair
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Examples Brands in Need of Repair
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Workshop
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Workshop

• Architecture
• Positioning
• Dimensions
• Benefits
• Essence
• Delta For Growth

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Workshop Brand Life-Cycle
1995 - 2000
2003 - 2007
2000 - 2003
Equity Delta
Brand Value
Re-Branding
Growth
Decline
Maturity
Intro
Market Penetration
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Workshop

• Architecture
• Positioning
• Dimensions
• Benefits
• Essence
• Delta For Growth

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TRENDS
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Trends in Branding 2002

• Leverage Personnel Asset
• Demand-Side Branding
• Greater Personalization
• Comfort Brands
• Digital Asset Management

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Win the HeartTM
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