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Brand Consulting
Roman Cylkowski, founder of Blitzforce Consulting. An MBA degreed entrepreneurial, creative, skilled and results driven business, marketing, sales & product innovation strategist. Brand management experience with global brands such as Cadbury’s Dairy Milk; Mars Confectionery; Uncle Bens Rice ; Kellogg’s Kids brands & Asian energy drink Lipovitan. Expertise includes International trade; consulting to companies; negotiating & working with retail teams, business strategy; brand strategy; new product development; and product sourcing and manufacturing operations.
1. Creating Brand Strategy
Do you know the current state of ‘health’ of your brand/s? There are 6 key areas that determine Brand Health.
FINANCIAL
VALUE PROPOSITION
CONSUMER BEHAVIOUR
MARKET
CUSTOMER
SUPPLY
Roman will work with you and your team to diagnose the current state of health of your brand/s and develop the antidote necessary to counteract the effects of ‘ill health’.
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2. Brand Extensions as a growth driver of brand equity
View Romans thesis on consumer evaluations of fmcg brand extensions.
View the brand extensions concepts.
3. Developing Consumer Research that delivers consumer rich insight and actionable outputs giving you
A. A picture of today
WHO is buying our brand vs. competitor/benchmark brands?
WHAT are they buying (product type) and what are the key things they are looking for?
WHY are they buying our brand – and WHY NOT?
WHY are they choosing competitor brands?
WHEN are they buying & where from – which brands fulfill which purchase and consumption occasions?
WHERE are they shopping?
HOW strong is our brand now?
B. A guide to tomorrow
How best to leverage our product and brand assets to grow the business further.
Pushing the right consumer buttons to ensure we focus on the most motivating consumer messaging
4. Marketing Planning
A GREAT BRAND PLAN IS
CONCISE:
- Punchy & to the point; succincy; simple & uncomplicated; 'less is more'; too much background will lose stakeholders; give the why & the what
CRITICAL COMPONENTS OF THE STRATEGY
- Category, brand, sales & marketing integration, sales
VISUALLY IMPACTFUL:
- Minimise words; maximise imagery, bring the brands & target audience to life but avoid puffery
A BALANCE OF UNIFORMITY VS BRAND IDNETITY
- Entire marketing team should work off one template yet the template should allow for a degree of individual branding
REFLECTIVE OF THE COMPANY CULTURE & STRATEGY
- HO culture: Eg. spirited, pioneering, inclusive, positive, open, consultative, a combination of passion & structure
- Helps to instill this culture across into the Operating CO's
- Strategic pillars: superior service, great brands, exceptional people, superior return
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