Brand first, branding second

Establishing and Building aBrand in a Crowded Market © Gordon Graham 2007

Brands run deep: “Mythological symbols touch andexhilarate centers of life beyond thereach of vocabularies and coercion.”- Joseph Campbell, Masks of God, Vol. 4

What is a brand?Multiple definitions. Multipleperspectives. Multiple roles.

What is a brand? “. . . the promise, the big idea, andthe expectations that reside inside thehead of each customer’s mind about a product, service, or company . . .the brand is shorthand. It stands for something.” - Alina Wheeler (2006)

What is a brand? “. . . a set of mental associations,held by the consumer, which add tothe perceived value of a product or service.” - Kevin Lane Keller (1998)

What is a brand?“ . . . a brand is a concept . . . a brand shapes and reflects our quest for meaning.”“ - Bobby J. Calder (2005)“ . . . a brand is a meaning system.”“ - Patrick Hanlon (2006)

Definitions will emphasize what a brandis (physical appearance) or what it does (role).

What do brands do? They remind us of a past product/serviceexperience. They communicate how we seeourselves. Brands are fantasy. Escapism. A brand is often just an umbilical cord to a world elsewhere.

Brands represent the world as it ought to be not how it is. Romanticism. Brandsrepresent values and ideals. They simplify our day.

Brands help satisfy a need to belong tosomething larger than ourselves. At the same time, they help us express our individuality.Thanks to Rob Walker (2008) for this.

Hugh MacLeod, Gapingvoid.com

Brands . . are .. .. . MAGIC MAKING

But . . . hugely successful brands can alsoBrands amount as the result of an emerge simply to as much as 80% of a firm’s assets. awesome product - Economist (2008) .

So let’s not take this branding thing too Brands amount to as muchmediocrefar. Branding is no substitute for as 80% oflack of product innovation. products or a a firm’s assets. - Economist (2008)

You can only fool people for a while.

Country of Origin & Stereotypes:Chinese brands. Now we’re talking values, trust and the relative attractiveness of cultures.

What is culture?“. . . the sum of a set of shared values.” - Bradley Hall (2008) “ . . . inherited ethical habit.” - Francis Fukuyama (1995)

Individualism + Low Trust in China Small firms. Family run at core. Fragmented industries. Destructive, subsidized competition.Little cooperation. Few transnational firms. Short-term thinking. Emergent Strategy.

On to theBRAND ®Building > > >

What will this presentation cover?1. Why firms should establish a brand.2. The steps in establishing a new brand.3. A short list of recommended branding books.

1. Why establish a brand?

Consumers face a dizzying array of choices.

Products drift towards commoditization.

A brand differentiates theproduct from similar offerings.

A brand reduces the need to compete on price alone.

The goal of a brand is to establish amonopoly position for a non-coreproduct attribute in the mind of an individual.

Identity Image{PR/Advertising} {Reality} The Firm Staff & Customers

Who controls a brand’s Firm meaning?Market Length of Time Brand Engages Market

2. Steps in establishing a new brand.

I: Establish the meaning of the brand “The power of a brand is inversely proportional to its scope.” - Laura and Al Ries, The Origin of Brands

A good way to do this is by asking:What’s the brand’s Point of View?

BroadScope CVS: general drug store products CVS: general drug store products Body Shop: bodyNarrow New BrandScope A hair care store?

Point of View? Who is the Enemy?

Beauty doesn’t have to beat the expense of animals’ welfare.

Dig deep for a position within anexisting category - or create a new category or, better yet, a new product!

“Healthy” or “organic” are no longer brand positions or differentiators. These are nowcategories. Dig deeper if you want to differentiate.

Your brand needs to . . . Stand forsomething

Categories diverge not converge General Motors Models in 1955: 25 General Motors Models in 2005: 325Source: The Machine That Changed the World (1990)

Brands and their Owners Range Rover: Indian French’s Mustard: BritishGlenmorangie Scotch: French Trader Joe’s: German

Diffuse OwnershipBrands are often part owned by sovereign funds and private equity groups from various countries.

Some points to remember: Brands cannot stretch very farCustomers buy brands not companies Brand decisions are strategic

You can build a brand portfolio organically

Or through acquisition

II: NameChoose a name that’s: unique short easy to say easy to spell . . .

if possible, the name should suggestthe product category:Captain Morgan RumLunesta Sleeping pillsSamsonite Strong luggage

Alternatively, you cancreate meaning around a meaningless word.This is what Starbucks did with its brand.

III: Physical Elements of the Brand: Choose a logo or name mark Choose a colour(s) Choose a tagline

Final thought: . . . we all think everyone else’sshopping quirks are weird and irrational - but that our own make perfect sense. Rob Walker, New York Times Magazine (2009)

The Origin of Brands, Al and Laura RiesBrand Meaning, Mark BateyDesigning Brand Identity: A complete guideto creating, building and sustaining strongbrands, Alina WheelerBrand Leadership, David Aacker andEric JoachimsthalerThe New Strategic Brand Management:Creating and sustaining brand equity longterm, Jean-Noel Kapferer

I’m very interested in business trainingand course design for e-learning Feel free to get in touch! Thanks! Gordon@westportwire.com © Gordon Graham 2007

http://innovation-definitions.blogspot.com	931
http://blog.daisho-blacksmith.com	807
http://innovation-definitions.blogspot.co.uk	381
http://www.slideshare.net	282
http://www.not-for-slaves.de	236
http://www.not-for-slaves.com	137
http://akai-ito.tistory.com	98
http://innovation-definitions.blogspot.ca	83
http://brandotto.blogspot.com	80
http://nanohikari.blogspot.com	66
http://tutorar.blogspot.com	65
http://innovation-definitions.blogspot.com.au	47
http://abrandando.blogspot.com	38
http://www.marquesetreseaux.com	37
http://cecimaginary.wordpress.com	35
http://abrandando.blogspot.com.br	28
http://littleredsbigideas.typepad.com	28
http://thejourneybeginsin54321.blogspot.com	27
http://cecimacomot.wordpress.com	27
http://josephineslearningspace.blogspot.co.uk	26
http://www.rtrsports.com	18
http://innovation-definitions.blogspot.in	17
http://brandergy.blogspot.com	14
http://by-the-rules.blogspot.com	14
http://josephineslearningspace.blogspot.com	11
http://www.brijj.com	11
http://wildfire.gigya.com	10
http://orxilinasia.blogspot.com	10
http://not-for-slaves.de	10
http://przegladmarketingowy.com	9
http://blackinamerica.com	8
http://innovation-definitions.blogspot.co.nz	8
http://innovation-definitions.blogspot.de	7
http://parkhe.typepad.com	6
http://thejourneybeginsin54321.blogspot.de	6
http://www.linkedin.com	6
http://innovation-definitions.blogspot.mx	6
http://www.lmodules.com	5
http://www.claudepenland.com	5
http://feeds.feedburner.com	5
http://innovation-definitions.blogspot.fr	5
http://grancanario.com	5
http://personalbrandingtools.com	5
http://divageekdesigns.com	5
http://valerybo.blogspot.com	4
http://www.blog.daisho-blacksmith.com	4
http://innovation-definitions.blogspot.sg	4
http://prlyderis.wordpress.com	4
http://nanohikari.blogspot.jp	4
http://innovation-definitions.blogspot.no	4
https://unis.blackboard.com	4

Brand first, branding second

by Gordon Graham on Mar 07, 2007

Accessibility

Categories

Upload Details

Usage Rights

132 Embeds 3,811

Statistics

Brand first, branding second Webinar Transcript