00. SUCCESSFUL BRAND BUILDING                  PROJECT BRIEFING | 1618BX Chamber Logo                                     ...
01. WHY THEM ?HKPC | 25/01/20213 - Brand Guru Workshop Series -                                                DATE | 25.0...
02. WHY BRANDING IS SO IMPORTANT TODAY?                    -I-                                              - II -        ...
03. WHAT IS BRANDING ? “ Branding is the systematic approach of finding         the perfect balance of Rational and Emotion...
03.1 WHAT WE DISCOVERED:  1.618 WŭXíng Branding model -HKPC | 25/01/20213 - Brand Guru Workshop Series -                  ...
05. THE JOURNEY...                                                    CHARISMA 木HKPC | 25/01/20213 - Brand Guru Workshop S...
05. THE JOURNEY...                                                    CHARISMA 木                                          ...
05. THE JOURNEY...                                                    CHARISMA 木                                          ...
05. THE JOURNEY...                                                    CHARISMA 木                                          ...
05. THE JOURNEY...                                                    CHARISMA 木   CONSISTENCY 水                          ...
05. THE JOURNEY...                                                       CHARISMA 木      ... continuously renewing themsel...
06. WHAT IF ...        BEYOND BRANDINGHKPC | 25/01/20213 - Brand Guru Workshop Series -                                   ...
06. BUSINESS MODEL - how do we make money?Business model generation - Alex Osterwalder HKPC | 25/01/20213 - Brand Guru Wor...
06. IS IT A LINEAR SYSTEM ?         Key Partners                     Key Activities   Value Propositions                  ...
07. WHAT IS THE BUSINESS IMPACT OF BRANDING         Key Partners                     Key Activities   Value Propositions  ...
07. DEMOS                                       AT WORK!HKPC | 25/01/20213 - Brand Guru Workshop Series -                 ...
08. LET’S CREATE A BRAND ... ACTUALLY TWO           What a Service Ltd.                                                   ...
01. WHO ARE WE ?HKPC | 25/01/20213 - Brand Guru Workshop Series -                                                DATE | 25...
02. HOW ARE WE ?                                                        SELF-                                             ...
03. WHAT DO WE SAY ?                                                                                 SPREADABLE           ...
04. WHY US ?              Never                                 Be clear on          Compromise On                        ...
05. HOW WE DO IT ?                                                                      Y                                 ...
XX. PLEASE SUPPORT                           HKBP                                                                  .hkHKPC...
CONTACT US :                                                                 info@1618group.hk                            ...
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1618 x hkpc_work_shop

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Italian brand expert Gianluca Cinquepalmi discovered 5 key success elements commonly shared by every famous
brand. In the workshop, Gianluca will elaborate their practical implications to brand development. He will further illustrate a step-by-step approach for local
companies to build these elements, with an ultimate goal to create a strong brand.

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1618 x hkpc_work_shop

  1. 1. 00. SUCCESSFUL BRAND BUILDING PROJECT BRIEFING | 1618BX Chamber Logo HKPC | 25/01/20213 - Gianluca Cinquepalmi © 1.618 Limited / 2013 all rights reserved
  2. 2. 01. WHY THEM ?HKPC | 25/01/20213 - Brand Guru Workshop Series - DATE | 25.01.2013 © 1.618 Limited / 2013 all rights reserved
  3. 3. 02. WHY BRANDING IS SO IMPORTANT TODAY? -I- - II - - III - Industrial society Not a choice extremely complex and (Functional value) (define and manage) connected world Vs Vs Vs Post modern society Public Opinion Original and (Symbolic value ) (Other define it for you ) memorable messageHKPC | 25/01/20213 - Brand Guru Workshop Series - DATE | 25.01.2013 © 1.618 Limited / 2013 all rights reserved
  4. 4. 03. WHAT IS BRANDING ? “ Branding is the systematic approach of finding the perfect balance of Rational and Emotional values that a company or organization shares with its consumer or public. Sustainably Growing: Culturally, Socially and Financially. ” — G.Cinquepalmi, founder and MDHKPC | 25/01/20213 - Brand Guru Workshop Series - DATE | 25.01.2013 © 1.618 Limited / 2013 all rights reserved
  5. 5. 03.1 WHAT WE DISCOVERED: 1.618 WŭXíng Branding model -HKPC | 25/01/20213 - Brand Guru Workshop Series - DATE | 25.01.2013 © 1.618 Limited / 2013 all rights reserved
  6. 6. 05. THE JOURNEY... CHARISMA 木HKPC | 25/01/20213 - Brand Guru Workshop Series - DATE | 25.01.2013 © 1.618 Limited / 2013 all rights reserved
  7. 7. 05. THE JOURNEY... CHARISMA 木 DESIRE 火HKPC | 25/01/20213 - Brand Guru Workshop Series - DATE | 25.01.2013 © 1.618 Limited / 2013 all rights reserved
  8. 8. 05. THE JOURNEY... CHARISMA 木 DESIRE 火 BELONGING 土HKPC | 25/01/20213 - Brand Guru Workshop Series - DATE | 25.01.2013 © 1.618 Limited / 2013 all rights reserved
  9. 9. 05. THE JOURNEY... CHARISMA 木 DESIRE 火 TRUST 金 BELONGING 土HKPC | 25/01/20213 - Brand Guru Workshop Series - DATE | 25.01.2013 © 1.618 Limited / 2013 all rights reserved
  10. 10. 05. THE JOURNEY... CHARISMA 木 CONSISTENCY 水 DESIRE 火 TRUST 金 BELONGING 土HKPC | 25/01/20213 - Brand Guru Workshop Series - DATE | 25.01.2013 © 1.618 Limited / 2013 all rights reserved
  11. 11. 05. THE JOURNEY... CHARISMA 木 ... continuously renewing themselves Ability of: being unique CONSISTENCY 水 DESIRE 火 ... being delight full & relevant ... engaging public TRUST 金 BELONGING 土 ... creating a compelling storyHKPC | 25/01/20213 - Brand Guru Workshop Series - DATE | 25.01.2013 © 1.618 Limited / 2013 all rights reserved
  12. 12. 06. WHAT IF ... BEYOND BRANDINGHKPC | 25/01/20213 - Brand Guru Workshop Series - DATE | 25.01.2013 © 1.618 Limited / 2013 all rights reserved
  13. 13. 06. BUSINESS MODEL - how do we make money?Business model generation - Alex Osterwalder HKPC | 25/01/20213 - Brand Guru Workshop Series - DATE | 25.01.2013 © 1.618 Limited / 2013 all rights reserved
  14. 14. 06. IS IT A LINEAR SYSTEM ? Key Partners Key Activities Value Propositions Customer Relationships Customer Segments Key Resources Distrib. Channels BRAND Cost Structure Revenue StreamsHKPC | 25/01/20213 - Brand Guru Workshop Series - DATE | 25.01.2013 © 1.618 Limited / 2013 all rights reserved
  15. 15. 07. WHAT IS THE BUSINESS IMPACT OF BRANDING Key Partners Key Activities Value Propositions Customer Relationships Customer Segments + Sustainable Better FOCUS Optimized Position Growth resources + and channels target Key Resources Distrib. Channels Vertical growth Cost Structure Revenue Streams Sharing / cost PREMIUM / PUNCTUAL optimizations PRICING-EXTENSIONHKPC | 25/01/20213 - Brand Guru Workshop Series - DATE | 25.01.2013 © 1.618 Limited / 2013 all rights reserved
  16. 16. 07. DEMOS AT WORK!HKPC | 25/01/20213 - Brand Guru Workshop Series - DATE | 25.01.2013 © 1.618 Limited / 2013 all rights reserved
  17. 17. 08. LET’S CREATE A BRAND ... ACTUALLY TWO What a Service Ltd. What a Product Ltd. • SME • SME • APAC • APAC • 10 est YRS • 10 est YRS • IB 1K users • IB 1K users • 7 Service lines • 5 Product lines • BDGET 1Mil • BDGET 1MilHKPC | 25/01/20213 - Brand Guru Workshop Series - DATE | 25.01.2013 © 1.618 Limited / 2013 all rights reserved
  18. 18. 01. WHO ARE WE ?HKPC | 25/01/20213 - Brand Guru Workshop Series - DATE | 25.01.2013 © 1.618 Limited / 2013 all rights reserved
  19. 19. 02. HOW ARE WE ? SELF- ACTUALIZATION ESTEEM LOVE/BELONGING SAFETY PHYSIOLOGICAL Maslow Hierarchy of NeedsHKPC | 25/01/20213 - Brand Guru Workshop Series - DATE | 25.01.2013 © 1.618 Limited / 2013 all rights reserved
  20. 20. 03. WHAT DO WE SAY ? SPREADABLE PHY AL SIC ON AL I TR OT I M GG E ER NTITY DE UE I LEA Q DA I N AU CO M E D M VI UN O TY I PRHKPC | 25/01/20213 - Brand Guru Workshop Series - DATE | 25.01.2013 © 1.618 Limited / 2013 all rights reserved
  21. 21. 04. WHY US ? Never Be clear on Compromise On what you Key Feature promise Delightful RelevantHKPC | 25/01/20213 - Brand Guru Workshop Series - DATE | 25.01.2013 © 1.618 Limited / 2013 all rights reserved
  22. 22. 05. HOW WE DO IT ? Y CO NC NS TE I IS ST NS EN CO CY CHARISMA TRUST CY DESIRE N TE O C S NS SI N IS TE CO NC Y BELONGINGSHKPC | 25/01/20213 - Brand Guru Workshop Series - DATE | 25.01.2013 © 1.618 Limited / 2013 all rights reserved
  23. 23. XX. PLEASE SUPPORT HKBP .hkHKPC | 25/01/20213 - Brand Guru Workshop Series - DATE | 25.01.2013 © 1.618 Limited / 2013 all rights reserved
  24. 24. CONTACT US : info@1618group.hk http://www.slideshare.net/1618Limited T +852. 3563 8015 | W 1618group.hk r.1606, 16F, 367-375 Queens Road Central, Hong Kong 香港上環皇后大道中367-375號 | 萬利商業大廈1606室HKPC | 25/01/20213 - Brand Guru Workshop Series - DATE | 25.01.2013 © 1.618 Limited / 2013 all rights reserved
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