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1618 x hkpc_work_shop
1618 x hkpc_work_shop
1618 x hkpc_work_shop
1618 x hkpc_work_shop
1618 x hkpc_work_shop
1618 x hkpc_work_shop
1618 x hkpc_work_shop
1618 x hkpc_work_shop
1618 x hkpc_work_shop
1618 x hkpc_work_shop
1618 x hkpc_work_shop
1618 x hkpc_work_shop
1618 x hkpc_work_shop
1618 x hkpc_work_shop
1618 x hkpc_work_shop
1618 x hkpc_work_shop
1618 x hkpc_work_shop
1618 x hkpc_work_shop
1618 x hkpc_work_shop
1618 x hkpc_work_shop
1618 x hkpc_work_shop
1618 x hkpc_work_shop
1618 x hkpc_work_shop
1618 x hkpc_work_shop
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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 …

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.

Published in: Design
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  • 1. 00. SUCCESSFUL BRAND BUILDING PROJECT BRIEFING | 1618BX Chamber Logo HKPC | 25/01/20213 - Gianluca Cinquepalmi © 1.618 Limited / 2013 all rights reserved
  • 2. 01. WHY THEM ?HKPC | 25/01/20213 - Brand Guru Workshop Series - DATE | 25.01.2013 © 1.618 Limited / 2013 all rights reserved
  • 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. 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. 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. 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. 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. 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. 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. 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. 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. 06. WHAT IF ... BEYOND BRANDINGHKPC | 25/01/20213 - Brand Guru Workshop Series - DATE | 25.01.2013 © 1.618 Limited / 2013 all rights reserved
  • 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. 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. 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. 07. DEMOS AT WORK!HKPC | 25/01/20213 - Brand Guru Workshop Series - DATE | 25.01.2013 © 1.618 Limited / 2013 all rights reserved
  • 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. 01. WHO ARE WE ?HKPC | 25/01/20213 - Brand Guru Workshop Series - DATE | 25.01.2013 © 1.618 Limited / 2013 all rights reserved
  • 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. 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. 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. 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. XX. PLEASE SUPPORT HKBP .hkHKPC | 25/01/20213 - Brand Guru Workshop Series - DATE | 25.01.2013 © 1.618 Limited / 2013 all rights reserved
  • 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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