Business
Join Marc Binkley and Paul Dervan as they explore the National Lottery's brand strategy to build and grow their business through the use of distinctive brand assets. Paul's BioPaul is currently the CMO of the National Lottery in Ireland and author of the business book Run with Foxes: Make Better Marketing Decisions. He was formerly the Head of Marketing Effectiveness at Alternatives and Sr. Director of global brand strategy for Indeed. Timestamps 2:36 – What are distinctive assets? 6:02 – Nike: A case study in building and sweating distinctive assets7:31 – How distinctive assets fit into key marketing metrics and ROI10:21 – Why Ireland’s National Lottery uses 6 distinctive assets 13:38 – Branding yes, but we still need to sell tickets 17:36 – The strength and speed of unique, flexible distinctive assets 23:40 – Why old distinctive assets might be a brand managers best friend 26:00 - Blending the individual distinctive assets into a cohesive brand ID system28:12 – The big insight that drove the choice for the waterslide 30:22 – Why constraints can be liberating for creative directors32:35 - how to link the brand memory structures to moments in the customer journey37:35 – How category entry points are useful for driving incremental revenue streams40:03 – Why category entry points are practical for identifying competitors42:56 – How to choose a new distinctive asset 46:44 – How distinctive assets work together to build memory48:35 – Why their brand tracking was so effective52:18 – The link between building brand equity and sales activationsLinksNational Lottery Waterslide Video10s Waterslide cutdown v110s waterslide cutdown v2Paul's "Obsession" post on LinkedInTelus - Hippopotamus Distinctive AssetPaul's book - Run with Foxes Paul on LinkedInJenni Romaniuk - Distinctive AssetsKaren Nelson-Field – Attention Tim Ambler – Marketing Metrics