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    Trident Principles: Presented by Mark Kolibas September, 2009

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    Mark Kolibas

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    Trident Principles: Presented by Mark Kolibas September, 2009

    Uploaded by

    Mark Kolibas
    52 views13 pages

    Original Title

    Trident Principles

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    Copyright:

    Attribution Non-Commercial (BY-NC)
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    Download as pptx, pdf, or txt
    52 views13 pages

    Trident Principles: Presented by Mark Kolibas September, 2009

    Uploaded by

    Mark Kolibas

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    of 13

    Trident Principles

    Presented by Mark Kolibas

    September, 2009

    Trident Consulting, LLC


    Economic Darwinism

    “If you are not – on a daily basis –


    flexing and adapting
    to the changes taking place
    in your prospects/clients’ marketplaces . . .
    you are not leveraging
    the only true, God-given
    competitive advantage
    you have been offered.”

    Trident Consulting, LLC


    Economic Darwinism

    Blueprint for Flexibility and Adaptability:

    1) Gather market intelligence daily


    2) Mobilize multiple eyes and minds
    3) Force action
    4) Engage customers and prospects

    Trident Consulting, LLC


    Design + Behavior = Execution

    Your business is functioning


    exactly as it is
    designed to function.

    Change the design


    then,
    change the behaviors.

    Trident Consulting, LLC


    Design + Behavior = Execution

    ALL business designs must be:

    Teachable
    Manageable
    Fixable
    Replicable
    Scalable

    Trident Consulting, LLC


    The Brand Trilogy

    Product Process Outcomes


    1) Creating THE BRAND

    2) Selling THE BRAND

    3) Living THE BRAND Performance Model

    Trident Consulting, LLC


    The Brand Trilogy

    “You know what business


    you are in,
    what business
    should you be in?”
    - Ted Levitt, Marketing Myopia

    Trident Consulting, LLC


    The Brand Trilogy

    Brand Name vs. Brand Identity:

    Brand Name = NAME, TAGLINE, LOGO

    Brand Identity = THAT WHICH IS CONNOTED IN THE HEARTS AND MINDS OF


    YOUR CUSTOMERS AND PROSPECTS WHEN THEY HEAR
    YOUR NAME.

    IT’S THE BUSINESS YOUR CUSTOMERS AND PROSPECTS


    THINK THAT YOU ARE IN.

    Trident Consulting, LLC


    The Brand Trilogy

    “Never create demand


    for your product or service,
    lest you be replaced
    by a cheaper, faster competitor.”

    Always create demand


    for your Brand Identity.

    Trident Consulting, LLC


    The Brand Trilogy

    Creating the Brand:

    PRODUCT PROCESS OUTCOMES

    Differentiated Differentiated Differentiated


    based on a based on the based on the
    characteristic method of outcomes you provide
    of the product distribution or relative to the agendas
    delivery of your
    clients/prospects

    Trident Consulting, LLC


    The Brand Trilogy

    Selling the Brand:

    CEO OUTCOMES

    SENIOR
    LEADERSHIP PROCESS

    MANAGER
    PRODUCT

    STAFF

    Trident Consulting, LLC


    The Brand Trilogy

    Living the Brand:

    Performance Model = A SERIES OF ACTIONS AND BEHAVIORS WITHIN THE ORGANIZATION


    THAT REINFORCES THE BRAND IDENTITY

    Performance Model

    Trident Consulting, LLC


    The Brand Trilogy

    Differentiation Platform

    CUSTOMER
    INTIMACY

    PRODUCT OPERATIONAL
    SUPERIORITY EXCELLENCE

    Trident Consulting, LLC

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