Posts tagged brand positioning speaker

Soccer Shots Selects Warren Ellish to Keynote 10th Annual Franchise Convention

_DSC4454Warren Ellish, President & CEO of Ellish Marketing Group and Senior Lecturer at Cornell University’s Johnson Graduate School of Management will be the keynote speaker at the 10th annual Soccer Shots National Fracnhise Convention. The convention will be held on Saturday July 19, 2014  in Chicago at the Hyatt Regency McCormick Place.  Warren’s keynote will address “The Three Critical Steps to Positioning Your Franchise Into a World-Class Brand.”

Soccer Shots is the leader in youth soccer development for children ages 2-8. Their nationally recognized program offers a high energy, fun, age-appropriate introduction to the wonderful game of soccer. Their innovative curriculum emphasizes both soccer skills and character development. Their goal is simple: “to leave a lasting, positive impact on every child we serve”.

Customers care what your brand stands for, offers, and why it is different

Position your brand to gain a competitive advantage

By Krista McNamara

Screen Shot 2014-06-23 at 12.08.39 PM

PUERTO RICO — Set your brand apart in the eyes of your customer in order to gain a competitive edge.

“Customers care what your brand stands for, what it offers and why it is different.” Don’t worry about your name, logo or tagline. A well-positioned brand can change perceptions, drive loyalty and get a premium price, in turn driving sales and profits, said Warren Ellish, president and CEO of Ellish Marketing Group, during a presentation at the 2014 CARSTAR National Conference in San Juan, Puerto Rico.

Warren Ellish addresses CARSTAR 25th Convention in Puerto Rico

Warren Ellish addresses CARSTAR 25th Convention in Puerto Rico

Branding expert and franchise marketing speaker Warren Ellish

Branding expert and franchise marketing speaker Warren Ellish

“To gain a competitive edge, you need to have as large a core of brand advocates as possible,” he said. How do you build brand advocates? As an MSO, “you need a brand that is properly and consistently positioned.” Positioning will aid in getting your desired message across to the people you want to reach and making an impression that will last. Positioning is the way you want the customer to think about your product or service relative to competing brands,” says Ellish, who is also a senior lecturer at Cornell University Johnson Graduate School of Management.

There are three areas to be tackled in brand positioning:

• Point of difference: The specific consumer benefit you want consumers to associate most readily with your product. What is different about your brand? What does it offer that other brands can’t?

• Frame of reference: What business are you in? The consumer group of like products and services

• Market target: Consumers that you consider to be good potential users for your product or service.

“When customers come in, they have chosen your brand over others. To gain a competitive edge, you have to wow every customer. They must feel like we truly appreciate their business, and leave with a great feeling about doing business with you and your brand,” Ellish says. “When you deliver on these critical things, you will profitably build your business and that of everyone

else in your brand, and together we will build a large base of brand advocates.”  “There is power in numbers, so use your scale to your advantage. Each and every good and bad review reflects on the entire brand. You are one brand. Keep the message consistent and leverage your scale. Stand as a unified brand, and you will gain a competitive edge,” he says.

Warren Ellish, restaurant branding expert weights in on Wahlburgers

Stars Align at Wahlburgers

QSR Magazine

Celebrity-owned concept looks to stand on its own as a premier burger destination.

As Wahlburgers, a burger concept founded by actors Mark and Donnie Wahlberg and their brother Paul, readies its first franchise openings this year, the management team is hoping to capitalize on the publicity created by the famous owners and a popular A&E Network reality show, “Wahlburgers,” that chronicles the company’s inner workings.

But while many celebrities have been drawn to the restaurant business and their fame has been an asset in creating initial buzz, Wahlburgers’ executives are determined to avoid the celebrity trap that has doomed many quick-service brands.

“I’ve seen a lot of celebrity concepts flame out because the focus was put on celebrity and not enough on quality,” says Rich Vanzura, Wahlburgers’ CEO. “The show will drive trial; after that, it’s up to us to deliver a great experience.”

Vanzura, who was formerly COO of Panera Bread, says Wahlburgers has all of the elements to be a long-lived venture. The culinary acumen of Paul Wahlberg, who owns and manages fine-dining establishment Alma Nove across the street from Wahlburgers’ flagship site in Hingham, Massachusetts, is one key element. So is Vanzura, who wanted an opportunity to helm a business and took a chance on the upstart Wahlburgers because of its unique attributes.

Quick service chain Wahlburgers owned by celebrity Mark Wahlberg.“The combination of celebrity and Paul’s ability as a chef is what attracted me,” Vanzura says.

“People get tired of themed restaurants. We wanted a place where people would come even if there wasn’t a Wahlberg association.”

While Wahlburgers does leverage the family’s fame inside the restaurant, nods to celebrity are ultimately subdued, he says.

“We didn’t want a carnival-like atmosphere with a lot of memorabilia,” he says. “People get tired of themed restaurants. We wanted a place where people would come even if there wasn’t a Wahlberg association.”

The interior design includes iconic elements reflecting the Wahlbergs’ story: a family history posted on the back wall, a die-cut ceiling element highlighting Mark and Donnie Wahlberg’s movies, and a career highlight reel running on a TV over the bar. The menus include notes about the brothers’ favorite offerings with “language that reflects their wit,” Vanzura says.

The management team spent two years developing and refining the Wahlburgers concept. The menu features several burger, sandwich, and salad options, while distinctive menu items include alcoholic frappes; sweet potato tots; a custom blend of ground beef consisting of short rib, brisket, and chuck; “Wahl Sauce,” a topping created by Paul Wahlberg; and a macaroni side dish from a recipe created by family matriarch Alma Wahlberg.

Warren Ellish, president and CEO of Denver-based Ellish Marketing Group, says Mark and Donnie Wahlberg’s fame and regular brand exposure from the TV show are clear assets for Wahlburgers, but he cautions that they also create risks.

“Celebrity ownership could set up expectations for visitors that don’t get met,” he says. “Customers may expect to see celebrity owners in the place, but as you expand, the potential for that piece of the experience disappears quickly.”

There’s also a danger that the reality show could backfire, Ellish says. What makes for good TV viewing isn’t always good for a brand. “Drama is not necessarily good,” Ellish says. “Some episodes of ‘Undercover Boss’ have resulted in negative stories.” It does help that Donnie and Mark co-produce the show, he says, but in order to keep ratings up, they can’t shy away from conflicts and missteps that may come with launching a new brand.

Branding consultant Lori Moretti, principal with Boston-based CM Communications, which has worked with Wahlburgers in the past, believes the benefits of the show far outweigh the risks. “Authenticity plays well,” she says. “People like to know what’s going on behind the scenes.”

Wahlburgers will grow via area development agreements in which a single franchisee has exclusive rights to a regional market. Would-be franchisees need $5–$10 million of liquid net worth to be considered, Vanzura says, and must be committed to maintaining high quality and building a lasting brand.

The budding chain plans to open sites within the next 12 months in the Fenway area of Boston; at a mixed-use development with anchor Whole Foods in suburban Lynnfield, Massachusetts; and at Toronto’s SoHo Metropolitan Hotel. A deal is also in the works for Philadelphia, Vanzura says, while other markets, including Los Angeles, are in the management team’s sights.

The brand has a lot of potential for growth, Ellish says, but there are some cautionary flags that executives will have to work on as they grow.

“Their tag line, ‘Our family, our story, our burgers,’ is defining the business about themselves, not about their customers,” he says. “Also, the brand hasn’t really defined a point of differentiation in the burger segment. These are the things they have to figure out.”

BurgersWahlburgersGrowth,Fast Casual

Warren Ellish to Present Keynote Address to CARSTAR 2014 National Franchise Conference

 

Warren Ellish, President & CEO of Ellish Marketing Group and Senior Lecturer at Cornell University’s Johnson Graduate School of Management will be the keynote speaker at the 25th annual CARSTAR National Fracnhise Conference. The annual conference will be held on Sunday June 22, 2014  in San Juan, Puerto Rico.  Warren’s keynote will address the importance of consistently and properly positioning the CARSTAR brand to gain the competitive edge.

CARSTAR is North America’s most trusted auto body repair experts.

Warren Ellish to Provide Branding Expertise to Attendees of The International Franchise Association 2014 Convention

International Franchise AssociationWarren Ellish explores “the three critical steps” of brand positioning with franchise industry conference attendees on Sunday February 23rd, at the 54th Annual International Franchise Association (IFA) convention National to be held in New Orleans at the New Orleans Convention Center.  Cornell University’s Johnson School Senior Lecturer of Marketing, Warren Ellish, and President and CEO of the Ellish Marketing Group, will present a 90-minute session on brand positioning to franchise industry conference attendees.

An expert on brand positioning and branding, Ellish, has more than 30 years of relevant client and consulting experience. His his talk, “Three Steps to Positioning Your Franchise into a World-Class Brand,” will detail the importance of positioning a brand through “points of difference” and aligning all other brand aspects behind its positioning.

Warren Ellish Marketing SpeakerDuring his Mini Super Session taking place at 10AM, Ellish will explain the elements of a positioning statement—a brief description of what a business does and how it does it differently and better than its competitors. He will encourage the audience members to apply this to their own businesses and to reflect on what their unique differentiators may be.

Part of Ellish’s educational session will also include a simple test to help participants determine if their brands are strategically positioned and how they can analyze the results to strengthen their brands.


“Without a concise brand positioning statement with a competitive ‘point of difference’ and complete management alignment behind that positioning, it will be difficult to communicate a clear and meaningful message about your brand,” Ellish advises.

Illuminating key brand positioning opportunities for attendees, Ellish will draw on his own marketing experiences. Included in the session are a dozen case examples of positioning statements including franchise brands like Toppers Pizza, the new Bennigan’s, Interim Healthcare and Salsarita’s to name a few.

Check out the complete 2014 IFA Convention Brochure for all of the other activities and speakers at this years convention.

EO of Louisiana and New Orleans Chamber Present… Warren Ellish

Reserve Your Table for EO Louisiana and the New Orleans Chamber’s Third Quarter Business Luncheon & Entrepreneur’s Expo on August 22nd!

EO Lousiana & New Orleans Chamber of Commerce

Join Entrepreneur Organization of Louisiana and the New Orleans Chamber of Commerce on August 22nd for our third quarter business luncheon series.

Our keynote speaker F. Warren Ellish is President and CEO of Ellish Marketing Group and Senior Lecturer at Cornell University’s Johnson Graduate School of Management. Named “Marketing 100 – the superstars of US marketing” by Advertising Age, he will discuss The Three Critical Steps to Positioning Your Product or Service Into a World Class Brand. To read his full bio please click here. An Entrepreneur’s Expo will be held prior to the luncheon. Entrepreneurs from all sectors are encouraged to exhibit their products or services! The Expo is free and open to the public.

Thursday, August 22, 2013

9:30 am – 11:30 am: Entrepreneur’s Expo 

11:00 am: Luncheon Registration opens

12:00 noon – 1:00 pm: Program & Lunch

Hilton New Orleans Riverside

Versailles Ballroom, 3rd Floor

2 Poydras Street at The Mississippi River

New Orleans, LA 70130

 

Don’t Let A Point Of Similarity Become Your Point Of Difference

Successfully identifying and securing a powerful brand positioning is of critical importance to every brand. It is helpful to anyone who wants to influence other people. Whether you are promoting a product, a service, a cause, a candidate, an organization, an institution or even yourself and your own career. Positioning will aid in getting your desired message across to the people you want to reach and make an impression that lasts.

One of the critical steps in developing a powerful brand positioning is to identify your brands point of difference – – the specific consumer benefit which you want consumers to associate most readily with your product or service. What does your brand do that no one else’s brand does as well and that your target cares about?

When defining your brands point of difference, don’t let a point of similarity become your point of difference. So often I see this. 

When speaking recently to industry audiences on branding and brand positioning (National Restaurant Association Show, International Franchise Association National Convention and Entrepreneurs’ Organization Global Leadership Conference) or to the executive teams of clients, I ask three short questions: How many of your grew up wanting to be average? Or just like everyone else? Or of good quality? Rarely do I see any hands or much of a positive response. However, many brand leaders are perfectly OK about making their brands just like this – – average, just like everyone else and good.

Many of the items that are an integral part of your product/service but are not preemptive, ownable and defendable become points of entry into your competitive set and are nothing more than points of similarity. Yes, they are all important to your product or service and in many cases you must deliver on these flawlessly just to be in business. But this is not what sets you apart, not a reason a customer should or will choose to use your brand over competitor brands, and most definitely this is not a reason for them to ever become a brand advocate.

For more information on how to quickly and affordably position and brand your business to succeed in today’s competitive marketplace, visit www.ellishmarketing.com, or reach Warren directly at 303-762-0360 or .

Cornell Johnson Senior Lecturer Provides Branding Expertise to Attendees of Annual National Restaurant Association Show

Warren Ellish explores “the three critical steps” of brand positioning with restaurant industry conference attendees today, at the 2012 National Restaurant Association (NRA) Show. Cornell University’s Johnson Senior Lecturer of Marketing, Warren Ellish, President and CEO of the Ellish Marketing Group, presented a 90-minute session on brand positioning to restaurateurs, entrepreneurs, franchisees, and culinary professionals, among other restaurant industry conference attendees.

An expert on brand positioning, Ellish, ‘77, MBA ‘78, has more than 30 years of client and consulting experience. His his talk, “Three Steps to Positioning Your Restaurant into a World-Class Brand,” detailed the importance of positioning a brand through “points of difference” and aligning all other brand aspects behind its positioning.

As the National Restaurant Association forecasts a record-high $600 billion in sales for 2012, restaurants are increasingly seeking to leverage increased growth and augment their brands.

During his sold-out presentation, Ellish explained the elements of a positioning statement—a brief description of what a business does and how it does it differently and better than its competitors. He encouraged audience members to apply this to their own restaurants or businesses and to reflect on what their unique differentiators may be.

Part of Ellish’s educational session also included a simple test to help participants determine if their brands are strategically positioned and how they can analyze the results to strengthen their brands.

“Without a concise brand positioning statement with a competitive ‘point of difference’ and complete management alignment behind that positioning, it will be difficult to communicate a clear and meaningful message about your brand,” Ellish noted in a branding document provided to session attendees.

Illuminating key brand positioning opportunities for attendees, Ellish drew on his own restaurant and packaged goods marketing experience. Ellish was a founding partner and VP of Marketing for Boston Chicken, where he was a member of the core start-up executive team and led the brand through its conversion to Boston Market.

Ellish brings his experience to the MBA classroom at S.C. Johnson Graduate School of Management at Cornell University, teaching in the Strategic Marketing Immersion program and product management class. He founded and hosts the Marketing Executive One-On-One Coaching Program, now in its fifth year. At this annual event, top-level marketing executives spend two days at Johnson, meeting with and coaching MBA students preparing for careers in marketing.

Warren Ellish to Address 2012 National Restaurant Show

Attendees at the 2012 National Restaurant Show in Chicago will have the opportunity to hear Warren Ellish, President and CEO of Ellish Marketing Group and Senior Lecturer at Cornell University’s Samuel Curtis Johnson Graduate School of Management present “The Three Critical Steps to Positioning Your Brand Into a World Class Brand” on Monday afternoon May 7th at 2PM in room S403A of McCormick Center. Warren will be following David Novack, Chairman and CEO of Yum! Brands, talking on “Taking People with You”.

Mr. Ellish is a well-respected lecturer, speaker and expert on the topic of brand positioning and restaurant marketing, has held executive positions with Boston Market, Darden Restaurants, Burger King and PepsiCo, and has been responsible for the positioning for hundreds of well-known international, domestic, regional and local restaurant and franchise brands. He will share his winning approach in this engaging session, illustrate what positioning is, why it is important and how to determine the optimum brand positioning for your restaurant brand using real-life cases.  You will leave with tools to immediately bring additional focus to your organization’s initiatives and allow you to strategically communicate your brand’s message, making an impression that lasts.

For a complete schedule of featured NRA show speakers, visit http://show.restaurant.org/nra12/public/Calendar.aspx?SuperTrackId=&TrackId=&AssociationId=&DateId=&FormatId=&DurationId=&SpeakerId=&SessionTypeId=&SubExpoId=&Keyword=&&SearchEvent=&View=Calendar 

To register for the NRA show visit http://www.restaurant.org/show/register.cfm

Warren Ellish Delivers Keynote Address to Open 13th Annual Ben E. Keith Market Place Food Show

The 2012 Ben E. Keith Market Place Food Show drew the largest crowd for a keynote address in the company’s history. Keynote speaker, Warren Ellish, provided the attending restaurant and hotel operators with new tools to have an immediate impact on building their local businesses into world class brands.

Garcia’s Kitchen, a Albuquerque tradition since 1975 with seven area locations, was the winner of the keynote door prize. The Garcia family and members of the management team received an afternoon of branding and marketing consulting with the keynote speaker, Warren Ellish, President and CEO of Ellish Marketing Group  and Senior Lecturer at Cornell University’s Samuel Curtis Johnson Graduate School of Management.

The 2012 New Mexico ProStart competition, in conjunction with the New Mexico Restaurant Association, also took place at the Market Place Food show. The competition attracts top high school students from around New Mexico who are enrolled in the ProStart Program at their schools. These students have proven their skill and commitment to the hospitality industry through vigorous coursework and on-the-job training. First place teams move on to compete at the National ProStart Invitational. The teams did a great job showcasing their talents.

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