"Bottom Line Branding" is about creating demand and driving sales in today's changing world," according to Dunkin' Brands Global President, Marketing and Innovation, John Costello. At Presidents Conference 2013 John spoke about establishing the six key principles of how you build a business and create demand in today's environment.
"Whether it's B to B or B to C," says Costello, people tend to think about brand building and driving sales as very distinct activities. Not enough people put them together and recognize that the goal is not just sales, but driving profitable sales."
Costello says a key component of driving profitable sales is building a differentiating brand. And the way he defines it is: "Why should people choose your product over anything else?"
His six key principles leads him to creating that consumer choice.
1. Confront Reality
Business owners tend to be too far optimistic and need to confront reality and ask 'what's working and what's not?'
2. Brand Differentiation
"It's not just about a snazzy ad." Who is your customer, what do they need and why should they choose you over everything else?
3. 360 Degree Marketing
Understanding what the touchpoints are that drive your brand.
4. Balancing-Investing in your Brand
Balancing short term results with long term vitality
Be prepared to change.
Build and surround yourself with a team of people better than yourself.
For more information, visit Presidents Conference.