Fail to differentiate and nothing else matters…except price! Easy to do. Lousy for profits.
Leave the value demolition derby to your competitors. And lead by brand profits with ProfitMax®.
ProfitMax® is a ground breaking approach for CEO’s to achieve brand profit leadership. It focuses marketing effort onto factors that directly drive profit performance. Its top metric: the Brand Profit Index® : provides one number for the CEO and CMO to jointly focus on in driving superior profits.
The Brand Profit Index® or BPI is the leading performance indicator of any brand. Lead in BPI and your brand leads in profitability, price premium and strong market share. How?
The BPI is made up of two key drivers of brand profit: Differentiation, and competitiveness of a brand’s Value Proposition. Your marketing effort is linked to these two key drivers via a set of sub-drivers by the ProfitMax® framework. Key marketing initiatives could then be analysed and tracked for efficacy in delivering profit growth, price premium and market share. Get a BPI report on your brands now.
Brands that make meaning and are strongly positioned have a positive emotion bank balance in their consumers hearts and minds.
The catharsis seen from the New Coke backlash; the uncritical obsession of Apple fans queuing up for the latest gadget; are classic manifestations of brand emotion. But how do you know you got it right? What buttons should you push? Or be too careful and not dare touch anything for fear it may not be right and tank the brand? With our proprietary Brand Emotions® appraisal tool you certainly don’t have to fly blind anymore!
Marketers don’t get it. 73% of CEO’s have lost trust in their CMO’s skills to build brands for profit. But the majority of CMO’s surveyed think they are still doing a good job! The inability of marketers to attribute activities to brand performance in business terms – market share, revenue, sales and profitability – is the cause of this divide. If the CEO-CMO can’t agree then the rest of organization won’t care! We have the solution to this problem.
Our Branding For Profit Workshops puts the CEO, CMO and every manager on the same song sheet: singing one number, the Brand Profit Index®, in managing brands for profit.
We are the Australian and Asia Pacific team of Trout & Partners Worldwide. Pioneers in Positioning. And, Experts in Differentiation. Led by Dr Ron Lane and Jack Trout, President of Trout & Partners Worldwide, the team specialises in getting superior profits from brands.
How we deliver
Our "Profit The Difference" methodology, ProfitMax® , is a CEO's answer to superior brand profits. It is the only framework that scientifically and empirically links marketing effort to brand profits. Every marketing initiative could be attributed to whether it drives brand profits or not giving tremendous learning feedback on what works and what does not.
The Brand Profit Index® Reports feature competitive brand profitability in wide ranging categories. Client customized reports and tracking are available as a service.
Brand Emotional Health® is a mind attitude tool quantifying how prospects feel about brands. It is the only non-questionnaire based language independent brand postioning tool.
Finally, branding for profits is the job of every manager not just for marketers and the sales division.
How many of your employees can quantify and articulate why your brands are different and deserve higher prices? If your organization is like the majority then the answer is "not many" and you deserve price discounts.
Trout Brand Profit Workshops runs client customized Branding For Profit courses for non marketers, senior management and marketers to infuse a brand knowledge culture throughout the organisation.
The CEO-CMO Disconnect
"73% of CEO's think Marketers lack business credibility and are not the business growth generators they should be: they are still too far from being able to demonstrate .. top line (growth) ..." The Fournaise Marketing Group Survey: 2011.
CEO-CMO Joint Scorecard Breakthrough
The CEO wants profit growth. The CMO measures Facebook "Likes". Could both be right? Yes! Our ProfitMax® framework directly links marketing effort to brand profits. Here's how the CEO & CMO share a joint scorecard.
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