A PRESENTATION BASED ON THE BOOK: HOW TO BRIDGE THE DISTANCE BETWEENBUSINESS STRATEGY AND DESIGN Written by Marty Neumeier
To be covered in this Presentation: • A modern definition of brand • The five disciplines of brand-building
By now you must be wondering, what then is a brand?
A BRAND IS A PERSON’S GUT FEELING ABOUTA PRODUCT, SERVICE, OR ORGANIZATION.
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.
And why a GUT FEELING? Because people are emotional, intuitive beings.
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
And the problem is: A wide gap separates STRATEGYfrom CREATIVITY.
On the other side… CREATIVE THINKERS: INTUITIVE EMOTIONAL SPATIAL VISUAL PHYSICAL On one side… STRATEGIC THINKERS: ANALYTICAL LOGICAL LINEAR NUMERICAL VERBAL
When both sides work together, a “charismatic brand” is built.
What is a Charismatic brand? A CHARISMATIC BRAND is any product, service, or organization for which people believe there’s no substitute.
And the journey to making your brand charismatic begins with… mastering the FIVE DISCIPLINES OF BRAND-BUILDING.
1ST DISCIPLINE: DIFFERENTIATE
Marketing today is about creating Tribes. People will choose to join different tribes for different activities. SPORTS NIKE COMPUTING DELL
Focusing involves answering the following questions: • Who are you? • What do you do? • Why does it matter?
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.
2ND DISCIPLINE: COLLABORATE It takes a village to build a brand.
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
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
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
3RDDISCIPLINE: INNOVATIVE Creativity is what gives brands their traction in the marketplace.
While… Follows a straight path.
1. Giving your brand a Stand-out name: • Distinctiveness • Brevity • Appropriateness • Easy spelling and pronunciation • Likability • Extendability • Protectability
2. Spice up your brand name with Great Graphics: And the best way to give your brand name great graphics is through…
AnICON is a name and visual symbol that suggests a market position. For instance… CBS. The network for “eye-popping” television.
An AVATARis a brand icon that can move, change, and operate freely in various media. For instance… CINGULAR: The “self-expression” cellular service.
3. For products that sell at retail,the packageis often the best and last chance to make a sale.
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
4TH DISCIPLINE: VALIDATE means bringing the audience into the creative process.
It’s very important to test your most creative ideas before they get to market.
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.