2009 Brand New Direction
2009 Brand New Direction




     Brand New Direction
  Putting innovation and creativity
     at the heart of profitabili...
2009 Brand New Direction




Branding is a board-level
   strategic discipline
2009 Brand New Direction




Brand makes the difference
between being ordinary and
  becoming extraordinary
2009 Brand New Direction




  A disciplined approach to
building your brand improves
 performance and enhances
  creativi...
2009 Brand New Direction




Team meeting




   A brand is not a logo!
2009 Brand New Direction




Branding is something you already know
       and it’s inside your head
2009 Brand New Direction




Brand is deep within our psyche and informs everything we
  think about and do, including our...
2009 Brand New Direction




Brand helps us communicate our differences
         as well as our similarities
2009 Brand New Direction




There are just six
 key elements…
2009 Brand New Direction




   People / product


Destination or purpose


 Values you stand for


Context or environment...
2009 Brand New Direction




a unique idea with legs to run with
2009 Brand New Direction




unique differentiation | clearly segmented market
2009 Brand New Direction




Team meeting




     How can you apply
    this to your business
       here and now?
2009 Brand New Direction




How do they do it?




 Do these guys have SMART objectives
      or is there something else?
2009 Brand New Direction




Finding purpose
2009 Brand New Direction




  MEANINGFUL: coherent,
  understandable, has a
    message, accurate
  APPLICABLE: consisten...
Dis
      co
        ve
          r

De
  fin
      e


De
  cid
      e


De
  sig
     n


De
  ve
    lop


De
  liv
  ...
Dis
      co
        ve
          r

De
  fin
      e


De
  cid
      e


De
  sig
     n


De
  ve
    lop


De
  liv
  ...
2009 Brand New Direction




Team meeting




  What are the benefits?
2009 Brand New Direction




Clarity
2009 Brand New Direction




Integrity
2009 Brand New Direction




Attract
2009 Brand New Direction




Perform
2009 Brand New Direction




Creativity
2009 Brand New Direction




Innovation
2009 Brand New Direction




Profit
2009 Brand New Direction




   For further information:
Arthur op den Brouw
   07776 230 950
Arthur@brandnewdirection.com
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Innovation And Creativity

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This set of slides were used to support my speech to the Innovations Growth Teams October 2009 event in Bracknell, Berkshire. Basically my thesis is that branding is a pretty powerful thing, and getting to understand it in a way that is relevant and applicable to every business will help us improve performance and profitability. The key to this is to access the creative and intuitive part of our nature. The branding process is a natural process which can help people and businesses perform better.

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Innovation And Creativity

  1. 1. 2009 Brand New Direction
  2. 2. 2009 Brand New Direction Brand New Direction Putting innovation and creativity at the heart of profitability. ITG October 2009 This presentation outlines > Prepared by Arthur op den Brouw the link between brand, > Brand New Direction Ltd creativity, innovation and higher > Arthur@brandnewdirection.com performance and profitability > 07776 230 950 (M)
  3. 3. 2009 Brand New Direction Branding is a board-level strategic discipline
  4. 4. 2009 Brand New Direction Brand makes the difference between being ordinary and becoming extraordinary
  5. 5. 2009 Brand New Direction A disciplined approach to building your brand improves performance and enhances creativity and innovation
  6. 6. 2009 Brand New Direction Team meeting A brand is not a logo!
  7. 7. 2009 Brand New Direction Branding is something you already know and it’s inside your head
  8. 8. 2009 Brand New Direction Brand is deep within our psyche and informs everything we think about and do, including our stories and legends.
  9. 9. 2009 Brand New Direction Brand helps us communicate our differences as well as our similarities
  10. 10. 2009 Brand New Direction There are just six key elements…
  11. 11. 2009 Brand New Direction People / product Destination or purpose Values you stand for Context or environment The vessel or vehicle
  12. 12. 2009 Brand New Direction a unique idea with legs to run with
  13. 13. 2009 Brand New Direction unique differentiation | clearly segmented market
  14. 14. 2009 Brand New Direction Team meeting How can you apply this to your business here and now?
  15. 15. 2009 Brand New Direction How do they do it? Do these guys have SMART objectives or is there something else?
  16. 16. 2009 Brand New Direction Finding purpose
  17. 17. 2009 Brand New Direction MEANINGFUL: coherent, understandable, has a message, accurate APPLICABLE: consistent, relevant, appropriate, fitting, consistent, valid, authentic GOER: gets around, lasting, persistent, conveyable, accessible, has legs INFECTIOUS: irresistible, contagious, catchy, inviting, creates a buzz, memorable CREATIVE: fun, engaging, imaginative, poetic, inspiring
  18. 18. Dis co ve r De fin e De cid e De sig n De ve lop De liv er Trust the process De fen d 2009 Brand New Direction
  19. 19. Dis co ve r De fin e De cid e De sig n De ve lop De liv er De fen d 2009 Brand New Direction
  20. 20. 2009 Brand New Direction Team meeting What are the benefits?
  21. 21. 2009 Brand New Direction Clarity
  22. 22. 2009 Brand New Direction Integrity
  23. 23. 2009 Brand New Direction Attract
  24. 24. 2009 Brand New Direction Perform
  25. 25. 2009 Brand New Direction Creativity
  26. 26. 2009 Brand New Direction Innovation
  27. 27. 2009 Brand New Direction Profit
  28. 28. 2009 Brand New Direction For further information: Arthur op den Brouw 07776 230 950 Arthur@brandnewdirection.com

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