Why Read This Book?
Greg combines his 15-plus years of experience in complementary branding with the expertise of industry leaders to provide a comprehensive guide on how to successfully increase sales with a robustly profitable complementary brand partner. This book will teach you:
Reviews
"Inside the box" has many real world examples of cobranding by top executives. The case examples add valuable information for businesses and academics. I recommend this book for many business courses such as strategic management, marketing, leadership, and others. I am currently using the book as a supplemental resource in my MBA Capstone course, Strategic Management. My students are performing a strategic case analysis of the co-branded Dunkin Donuts-Baskin Robins organization. I highly recommend Greg's book. My students' positive reaction to the book is phenomenal.
Dr. Joseph Heinzman, Jr. ,
Program Director Business and Healthcare Management Director at Large TBHEA HCPS Hospitality and Tourism Advisory Committee, Secretary Delta Mu Delta, Nu Theta Chapter, Faculty AdvisorOver the last fifteen years, the food service industry has seen co-branding accelerate as a successful growth and market penetration strategy. Greg’s insightful work gives the operator a framework to think through logistical, legal, marketing and operational challenges. I would recommend this book to anyone looking to think strategically as well as practically how co-branding can benefit their organization.
Chuck Winship ,
former CEO Beef O Brady’sGreg has written an elegant and compelling book on branding and the power of business to uplift lives. Focus on what matters, constantly improve your operations and be open to opportunities! The combined wisdom of the many business owners who contributed to this book is the result of thousands of years of experience. From countless nights sweating the books, marketing breakthroughs, operational successes and mistakes, the people who Greg turned to for inspiration lived it. Read this book and learn from them, then go and make your American Dream a reality!
Nick Neonakis ,
CEO The Franchise Consulting Company; author “The Franchise MBA” and “The Franchise MBA WorkbookConsumers have always known that some brands naturally complement one another, and they craft their own combinations every day. This book will show you how to make your brand part of that mix—at their place or yours—and make everyone better off for the experience. Read it and profit.
Steve McKee ,
President McKee Wallwork; author of “Power Branding” and “When Growth Stalls”Table of Contents
Foreword
Preface: What is Complementary Branding?
Before You Start
The Complementary Day-Part Branding Business Model
Acknowledgments
Introduction
My Story
The Value of Brand Pairing
Co-branding
Complementary Branding
Brand Pairing
Multi-branding
Why Consider Complementary Branding?
Are You a Host Brand or a Guest Brand?
The Outsourcing Movement
Your Blueprint for Successful Complementary Branding
Will It Work?
Section 1: What’s Next?
Chapter 1: Know Your Market: Where Is the Industry Heading?
The Rise of Complementary Branding
Every product starts niche … until it’s not
Defy the experts
Become a disruptive force
Know Your Business
Before You Start: Know the Rule
Feed Trends 2008–2018
Ripe for the Picking: QSR Categories Perfect for Complementary Branding
Pretzels
Cookies
Cinnamon buns
Smoothies
Coffee
Candy
Italian ice
Popcorn
Soft Serve Ice cream
Hard pack scoop Ice cream
Chapter 2: Trials and Data
A “Vanilla” Case Study
That’s Our Vanilla
Perseverance
Keep It Simple
The Importance of Interface
Section 2: Does It Fit?
Chapter1: Complementary Branding Done Right
Simplicity
Thought Process Example: How to “Skinny Down” a Smoothie Brand
Thought Process Example: Cross-Use Equipment, Space, and People
Hard Numbers for Soft Pretzels
The “Real Cost” of Added Labor
People
Synergy of Products
Chapter 2: How to Build a Successful Partnership
The Two Key Elements of Complementary Branding Partnerships
Why Partnerships Fail
Why Partnerships Succeed
Guidelines for Complementary Day-Part Branding Partnerships
Chapter 3: Details to Consider
Key Questions
Question 1: Will it add actual value to the other brand?
Question 2: Will there be an increase in return/repeat visits from the complementary brand?
Question 3: Will this complementary day-part brand item be an exclusive purchase?
Question 4: Does it add perceived value?
Question 5: Is there a competitive advantage?
Section 3: Where the Rubber Meets the Road
Chapter 1: Articles and Analysis“The Pros and Cons of Co-Branding” By Steve McKee
Why Co-Brand?
It’s Not Just for Big Companies
Develop Your Own Guidelines
Create a Proposal and Reach Out
“Co-branding: A sweet business strategy?” by Kelly McCarthy and Samantha Von Hoene
Chapter 2: Interviews
Patrick J. George (Allied Domecq, McDonald’s)
Anonymous Interview (Tim Hortons, Cold Stone Creamery)
Ed Rensi (McDonald’s, FAT Brands)
Convenience
Ubiquity
Affordability
Core Competencies
Steve Rothenstein (Dippin’ Dots, Doc Popcorn, Yum! Brands)
Nick Apostoleres (Dunkin’ Donuts, Baskin-Robbins)
Chad Maali (Dunkin’ Donuts, Baskin-Robbins, Togo’s)
Dave Roemer (Arby’s, Long John Silvers, A & W)
Anonymous Interview #2 (Orange Julius, Dairy Queen)
Chapter 3: The Numbers
Internal Development or Outsourcing?
The Supply Chain
Cost Analysis
Section 4: Brand Assessments
Chapter 1: Assessment for Complementary Day-Part Branding
- Brand Equality
Name Recognition
Brand Quality - Operational Simplicity
Synergy - Physical Plant Ability
- Team Culture
- Brand Benefit
- Legal and Financial
- Site Matching: Shared Demographics
Research and Site Evaluation
“Linkages”
Chapter 2: Assessment for Hosts (I Want to Add a Guest Brand)
Chapter 3: Assessment for Guests (I Want to Simplify My Brand to Become a Guest)
Section 5: Making It All Work
Chapter 1: Marketing a Complementary Brand
Sample, Sample, Sample
Locations for Sampling
Recommendations for Sampling
Economics of Sampling
Other Marketing Ideas
Chapter 2: Ask the Experts – Advice from Co-Branding Masters Lane Fisher, Keith Gerson, Steve McKee, and Lisa Oak
“Co-Branding: The Legal Expert Perspective” by Lane Fisher
Legal Structures
Protect Your Intellectual Property and Goodwill
Miscellaneous Issues Triggered through Co-Branding Relationships
“Best Practices Associated with the Development of Co-Branding in Franchising” by Keith Gerson
“Proper Calibration of Complementary Branding” by Steve McKee
“Complementary Branding for Franchisor and Franchisee Success” by Lisa Oak
1. Sales goals – When is complementary branding the best way to increase sales instead of adding product(s) to the current menu?…. 194
2. Profitability – Can sales from the Guest brand contribute enough to the bottom line to make a complementary branding program worthwhile?
3. Synergies – Does it make sense to combine the proposed brands?…..196
4. Documentation – How do we memorialize the understanding among the parties?
5. Summary
Chapter 3: Successful Examples – Brand Pairing Done Right
Synergy
A New Day
Sometimes, It Doesn’t Work
Simple, Not Easy
Conclusion
About the Author
Greg Sausaman
Gregory A. Sausaman is the Co-founder and CEO of Topper’s Craft Creamery®. He has a Bachelor’s degree in Marketing, and MS Management: Leadership and Organizational Effectiveness; both from the University of South Florida, Tampa.
Greg is a seasoned franchise executive, having held positions with national franchise organizations: Domino’s Pizza, Allied Domecq Brands, and Beef O Brady’s family sports concepts prior to co-founding Topper’s Craft Creamery.
He is a former franchise owner of 8 Domino’s Pizza franchises in Gainesville, Lake City, and Jacksonville, Florida. He and his wife Donna make their home in the Tampa, Florida area.
As both a successful franchise executive and a successful franchisee, Greg understands the complexities of corporate life, and the stress and demands as a franchise operator. He was described by one of his franchisees as a “franchisee in a corporate suit”.
Greg’s interest in co-brand integration started while he was a consultant with Allied Domecq. Greg was part of the complementary day-part branding task force to figure out how to successfully combine Dunkin’ Donuts, Baskin Robbins, and TOGO’s Sandwiches together under one roof. Greg took what he learned, and engineered Topper’s Craft Creamery to succeed specifically as a complementary brand.
As a Certified Franchise Executive with the International Franchise Association, Greg speaks on panels and round tables at national franchise conferences. Greg also is available to speak and consult to help franchise brands successfully add and/or become a complementary brand.
Greg is a thought leader expert in the area of complementary day part branding, co-branding, multi-branding, brand pairing, and brand sharing.
Greg’s fondest memories are his start in ice cream during his summers in Indiana, working at his grandparent’s sundries soda fountain, serving old fashioned ice cream sodas crafted with flavored syrup and soda water, then a scoop of ice cream. They sold for $.10. His first job in high school was at Bressler’s 33 flavors at the age of 15, scooping ice cream, and realizing that he loved serving people, and that everybody loves ice cream.
Speaker Profile
With expertise in franchising and branding, Greg provides off the cuff discussions and problem solving for audience questions, along with a solid story teller tone. Topics include:
Co-branding and Complementary Branding
As an expert in the topic, with his book “Inside the Box: The Power of Complementary Branding,” Greg can talk about the who, what, when, where, why and how to successfully co-brand. He has cracked the code, and developed a complete process to show how it can fit in to make a big difference for the operator’s bottom line profits.
The audience will walk away with a strong understanding on how to successfully co-brand, the tools to use to determine what is best for them, and what they can expect to make through expanding into complementary branding.
Franchising and Owning Your Own Franchise
As a successful executive, and a successful franchise owner, Greg has a unique perspective of both sides of the street in franchising.
What To Look For In A Franchise Business – and How To Determine If It Might Be The Right Fit For You
Audience members will walk away armed with a balanced perspective on what to look for in a franchise, so they can start the process of discerning if they might want to own their own business.