2009 Brand New Direction

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)

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
creativity and innovation

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 stories and legends.

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
The vessel or vehicle

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: 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

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2009 Brand New Direction

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2009 Brand New Direction

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