Brand Point ManageMent
Creating Compelling and Consistent Brand Experiences
Brand Point Management 2
BRAnd PERfoRMAnCE In TodAy’S GloBAl MARkETPlACE
»The new World for Brands: More Segments, More locations, More noise
»The new World for Manufacturers and Retailers: Collaboration
»Brand Performance and the Consumer Experience
WHAT IS BRAnd PoInT MAnAGEMEnT?
BRAnd PoInT MAnAGEMEnT IlluSTRATEd: ConTInuITy fRAMEWoRk
dElIvERInG BRAnd PoInT MAnAGEMEnT
WHERE IT HAPPEnS: EnvIRonMEnTS
»on the Go
»At the Store
»on the Shelf
SuSTAInABIlITy And BRAnd PoInT MAnAGEMEnT
THE fuTuRE of BRAnd PoInT MAnAGEMEnT
SCHAWk: PoSITIonEd To lEAd
taBLe oF ContentS
Brand Point Management 3
Consumer-products companies are facing the most challenging period in
their history. long-standing marketing realities are changing radically, and
as a result, manufacturers and retailers must redefine how they engage
Here are the realities:
» Product choices are mushrooming, and new-product offerings are growing in importance as nimble, low-priced
manufacturers muscle in on traditional territory.
» Consumers are reacting to choice and price competition by becoming less brand- and channel-loyal.
» Consumers are taking in their media in more-fragmented, less-predictable ways, requiring marketers to reach
them closer to the purchase itself, in contexts that were relatively overlooked before.
Manufacturers and retailers must focus their attention – and develop processes – to create very compelling and
consistent brand experiences where those experiences can have the most impact. This can be at home, “on the
go,” at many places around or inside the store, and on the store shelf itself. The common thread is that these are
environments where the consumer is in a purchase mode. In a world