Killer Brands by Frank Lane

Author:Frank Lane [Lane, Frank]
Language: eng
Format: epub
ISBN: 9781440516801
Publisher: Adams Media
Published: 2010-07-15T00:00:00+00:00

The core expectation for this brand will be “small victory,” as in a small winning lottery ticket, not a jackpot.

It is important to note the emotional benefit inherent in this core expectation of “small victory.” This brand will be about a lot more than just saving the money. It’s about choosing a destination together, prepaying at less than half-price, and being pleasantly surprised when your opportunity to fly comes up. You know you are going to win, just not when.

The Old Course at St. Andrews works like this. You cannot reserve a tee time. You can only enter a lottery for a tee time. You find out in the morning whether you came up or not.

You know you will win if you stay around long enough, but you don’t know when.

Brand communications will feature the excitement experienced at the moment of the “win.”

Brand Promise

What one thing does your brand promise as a benefit to your user? Consumers are promise-loyal, not brand-loyal … and your brand must stand for a promise in your potential user’s mind. This promise should naturally flow from, and be supported by, the core expectation. The promise is what is said or implied to set up the expectation.

Unlike a true lottery, the brand will promise the target audience a guaranteed win; you just don’t know when.

The promise will be delivered always in a way that appeals to the target’s sense of adventure. The promise will be delivered as something like “Sure, you get half off the tickets, but it’s way more exciting than that.”

Basic Business Strategy

State here the relationship of your business to the owners of the business. Examples can be building the business to sell, using the business as a strategic advantage that helps another brand, using the brand to generate cash to fund R&D or expansion, etc. Answer the questions as to why this brand business should exist.

This particular business is being started to hold longer term. It will serve to generate income and employment for the entrepreneur as well as build net worth for the owners. At the time of its founding, no future liquidity event is yet envisioned.

Basic Marketing Strategy

State here the most fundamental framework of your basic marketing or business thrust. Limit yourself to three lines. If you cannot state your basic marketing strategy in three lines, you don’t have one.

The basic marketing strategy is to partner with airlines for inventory, and market prepaid tickets directly to the target audience.

Behavioral Objective

What one thing do you want your user to do that, if they did it, would allow you to reach your business objectives? Be specific.

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