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The brand

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The brand

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  1. Thebrand GAP

  2. A PRESENTATION BASED ON THE BOOK: HOW TO BRIDGE THE DISTANCE BETWEENBUSINESS STRATEGY AND DESIGN Written by Marty Neumeier

  3. To be covered in this Presentation: • A modern definition of brand • The five disciplines of brand-building

  4. Before we start, it’s important we dispel some myths:

  5. A brand is not a logo.

  6. ii. A brand is not an identity.

  7. iii. A brand is not a product.

  8. By now you must be wondering, what then is a brand?

  9. A BRAND IS A PERSON’S GUT FEELING ABOUTA PRODUCT, SERVICE, OR ORGANIZATION.

  10. Why a PERSON’S…? Because brands are defined by individuals; not companies, markets, or publics. It’s more of the people’s perspective rather than the company’s perspective.

  11. And why a GUT FEELING? Because people are emotional, intuitive beings.

  12. What makes branding to be so important? • People have too many options to choose from and too little time • Most offerings have similar quality and features • We tend to base our buying choices on trust

  13. ?

  14. BUT…

  15. There is a problem in most Companies when it comes to branding…

  16. And the problem is: A wide gap separates STRATEGYfrom CREATIVITY.

  17. On the other side… CREATIVE THINKERS: INTUITIVE EMOTIONAL SPATIAL VISUAL PHYSICAL On one side… STRATEGIC THINKERS: ANALYTICAL LOGICAL LINEAR NUMERICAL VERBAL

  18. When both sides work together, a “charismatic brand” is built.

  19. What is a Charismatic brand? A CHARISMATIC BRAND is any product, service, or organization for which people believe there’s no substitute.

  20. For instance…

  21. Any brand can be charismatic…

  22. And the journey to making your brand charismatic begins with… mastering the FIVE DISCIPLINES OF BRAND-BUILDING.

  23. 1ST DISCIPLINE: DIFFERENTIATE

  24. We Are naturally wired to notice only what’s different.

  25. Marketing today is about creating Tribes. People will choose to join different tribes for different activities. SPORTS NIKE COMPUTING DELL

  26. The most important principle in differentiating your brand is: FOCUS

  27. Focusing involves answering the following questions: • Who are you? • What do you do? • Why does it matter?

  28. One major reason why companies lose focus is through development of bad brand extensions. These are extensions that chase short-term profits at the expense of long-term brand value. Good brand extensions will always grow the value of a brand by reinforcing its focus.

  29. 2ND DISCIPLINE: COLLABORATE It takes a village to build a brand.

  30. There are 3 basic models for organizing brand collaboration

  31. The one-stop shop The Company contains all the resources needed to develop and steward the brand. • PROS’ • Easy to manage • Promise of consistency • CONS’ • Little choice of teams • Little ownership of brand

  32. 2. The brand agency Company hires the best-of-breed firms to help develop and steward the brand. • PROS’ • Choice of teams • Promise of consistency • CONS’ • Little ownership of brand

  33. 3. The integrated marketing team This is managed internally with open collaboration among best-of-breed specialists. • PROS’ • Choice of teams • Promise of consistency • Ownership of brand • CONS’ • Difficult to manage

  34. 3RDDISCIPLINE: INNOVATIVE Creativity is what gives brands their traction in the marketplace.

  35. Reason why Companies have so much trouble with Creativity…

  36. Follows a zigzag path.

  37. While… Follows a straight path.

  38. Creating an Innovative Brand involves…

  39. 1. Giving your brand a Stand-out name: • Distinctiveness • Brevity • Appropriateness • Easy spelling and pronunciation • Likability • Extendability • Protectability

  40. 2. Spice up your brand name with Great Graphics: And the best way to give your brand name great graphics is through…

  41. Icons & Avatars

  42. AnICON is a name and visual symbol that suggests a market position. For instance… CBS. The network for “eye-popping” television.

  43. An AVATARis a brand icon that can move, change, and operate freely in various media. For instance… CINGULAR: The “self-expression” cellular service.

  44. 3. For products that sell at retail,the packageis often the best and last chance to make a sale.

  45. A good package should present information in such a manner that it matches the shopper’s natural reading sequence: Notices the package Asks “What is it?” Wonders “Why should I care?” Wants to be persuaded Needs proof

  46. 4TH DISCIPLINE: VALIDATE means bringing the audience into the creative process.

  47. It’s very important to test your most creative ideas before they get to market.

  48. But what is the most effective way to do this?

  49. TEST 1: The SWAP TEST (a proof for trademarks.) If the names and graphics of two trademarks are better when swapped, then neither is optimal.