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AESP National Conference 2017

Brand Positioning & Design Thinking
by

Danielle Marquis

on 9 March 2017

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Transcript of AESP National Conference 2017

What We Think
DSM
Brand
Awareness
Engagement
Personality
Regard
Inside
Out
Best Practices
Ongoing Feedback
NPS
WE'RE THE
Design Thinking Positioning
Branding Workshop
Utility
Programs
Rapid Prototyping Methods
Best Practices
Digital Handout: http://bit.ly/2jBUrqd
+40% vs. -10%
What They Think
Market
Research
Internal Survey
External Survey
Energy Efficiency
Demand Response
What We Think
LeAndra
Who do you work for?

(Raise your hands if you've heard of that brand before)
Aided Brand Awareness
(Within that category, what other companies come to mind?)
Un-Aided Brand Awareness
What category does your business operate in?

LeAndra
Building Awareness
Then
Now
Call Now! 888-555-SAVE
Free Energy Savings Kit!
LeAndra
What's the name of your company?

(What are the first words that come to mind when you think of that brand?)
Brand Personality
Warning:
Ignore this best practice if your regulators don't allow it!
Warning:
Ignore this best practice if your regulators don't allow it!
Our Purpose
To help all people use our world's precious resources more efficiently
Our brand is
completely
bad ass...
So
crazy cool!
OMG, I hate them.
Mobile
Friendly
Step 1:
Understand Them
Step 2:
Make Their Lives Easier
Learn, Measure, Build (quickly)
Do you know who I am?!
Would you recommend this program to a friend?

Regard
Have you taken advantage of our free energy savings kit?
How do you feel about participating in our home energy audit program?
Engagement
Building Personality
Building Regard
Building Engagement
1. What is unique about us?
2. What's the first word that comes to mind when you think of us?
3. Who are our competitors?
4. Stories about living values/mission/purpose.
Review survey results.
Brainstorm differentiators.
Develop a positioning statement.
Brainstorm activation ideas.
I made you a handout!
Lean Rapid Prototyping Rules
Find the quickest path to experience
Doing is the best kind of thinking
Use methods that move at the speed of thought
Thank you!

Precursor to Other Elements
Shaped by Employees & Customer Perception
Statistically Proven to Drive Sales & ROI
Most Reliable Estimate of Brand Equity
Benchmarking is key!
Full transcript