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What is brand?
 

What is brand?

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A great educational presentation on explaining what a brand is.

A great educational presentation on explaining what a brand is.

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    What is brand? What is brand? Document Transcript

    • Welcome Shift: Bringing brand purpose to life.
    • FACT: Business is speeding up.
    • 1965: Gordon Moore said the number of computer chips would double each year, and the cost of each chip would decrease while its speed would increase. Today: More financial transactions in one day than all of 1965.
    • CHEAP FREE GOOD PERFECT FAST NOW 1965: Companies gave customers a choice: Cheap, good, or fast—pick two. Today: Customers are giving companies a choice: Free, perfect, and now—or else.
    • FACT: The market is cluttered. Understatement.
    • In the US alone, the number of trademarks has quadrupled since 1983.
    • TODAY, THE REAL COMPETITION DOESN’T COME FROM COMPANIES. IT COMES FROM CLUTTER.
    • A WEALTH OF INFORMATION CREATES A POVERTY OF ATTENTION.
    • WE’RE HARDWIRED TO NOTICE ONLY WHAT’S DIFFERENT. Quick. What did you see first? WE’RE HARDWIRED TO NOTICE ONLY WHAT’S DIFFERENT.
    • By nature, we filter out all but the most interesting stimuli. When the brain does find something interesting, it labels it, and stores it in a little mental box.
    • These mental boxes have become the new barriers to competition. Allow me to illustrate with a short history of the barriers to competition.
    • FACTORIES CAPITAL PATENTS BRANDS Industrial revolution: Means of production. When machines became more affordable: Access to capital. When capital markets became common: Intellectual property. Now, in an era of accelerating change: Branding.
    • The walls we build in our minds are the boundaries of brands.
    • FACTORIES CAPITAL PATENTS BRANDS Notice: The barriers to competition have moved from the physical to the intellectual, and from within a companies control to outside it. Which brings us to brand.
    • So what is a brand exactly?
    • LET’S START BY DISPELLING SOME MYTHS.
    • FIRST A brand is not a logo.
    • Many people confuse logos or corporate identity with branding.
    • SECOND A brand is not an identity.
    • X Branding isn’t governed by identity manuals.
    • FINALLY A brand is not a product.
    • Some people refer to products as brands, but they’re just vehicles.
    • A BRAND IS A PERSON’S GUT FEELING ABOUT A PRODUCT, SERVICE, OR ORGANIZATION. Simply put, a brand is a person’s gut feeling about a product, service, or organization. It’s a GUT FEELING, because people are intuitive, not logical. It’s a PERSON’S gut feeling, because a brand is owned by people, not companies.
    • In other words...
    • THEY IT’S IT’S WHAT NOT WHAT YOU SAY IT IS SAY IT IS
    • SI TI YAS YEHT You have to look at brand from the opposite perspective. TAHW S’TI
    • OLD PARADIGM: Control the LOOK AND FEEL of a brand.
    • NEW PARADIGM: Influence the PURPOSE of a brand.
    • A PURPOSEFUL BRAND is a product, service, or organization for which people believe there’s no substitute. it’s a pattern of behavior, not a stylistic veneer.
    • QUIZ: Which of these brands are purposeful? JETBLUE HITACHI PEPSI-COLA EVEREADY BMW OXO GOODGRIPS CITIBANK KMART DISNEY GENERAL ELECTRIC BURGER KING PRELL KRISPY KREME LEVI’S RUBBERMAID APPLE HOME DEPOT RCA DASANI LONGS DRUGS MACY’S UNITED ARTISTS IKEA SAFEWAY CHARLES SCHWAB REEBOK GOLDMAN SACHS SAMSUNG NEWSWEEK SEARS FORD GOOGLE MINI COOPER NISSAN NORDSTROM VIRGIN
    • QUIZ: Which of these brands are purposeful? JETBLUE HITACHI PEPSI-COLA EVEREADY BMW OXO GOODGRIPS CITIBANK KMART DISNEY GENERAL ELECTRIC BURGER KING PRELL KRISPY KREME LEVI’S RUBBERMAID APPLE HOME DEPOT RCA DASANI LONGS DRUGS MACY’S UNITED ARTISTS IKEA SAFEWAY CHARLES SCHWAB REEBOK GOLDMAN SACHS SAMSUNG NEWSWEEK SEARS FORD GOOGLE MINI COOPER NISSAN NORDSTROM VIRGIN
    • $ Does a purposeful brand have a dollar value?
    • AND HOW.
    • B = S b BANG SUCCESS BUCK
    • QUICKIE TEST:
    • $27,000
    • $29,000
    • Meaning is the new money. put succinctly: meaning is the new money
    • QUESTION: HOW DO YOU SHAPE THE MEANING OF A BRAND? So... How do you shape the meaning of your brand?
    • is why your company is in business beyond making money. CORE PURPOSE First, you have to clarify what business you’re in—your core purpose: why you do what you do beyond making money. It’s your reason for being, not selling.
    • are ideas, gestures, activities, or experiences that embody your purpose and change behavior. BRAND ACTS But you also have to define your brand acts: all the ways your purpose is expressed. The ways in which it comes to life in an organization.
    • PURPOSE + ACTS = BRAND SUCCESS The combination of purpose and acts is integral to brand success because it defines how a company expresses itself.
    • HAS PURPOSE LACKS ACTS HAS ACTS LACKS PURPOSE If we were to chart purpose and acts on an axis, here’s what a familiar reference might look like.
    • What’s their purpose? What are their acts? Now let’s apply that same thinking to a few consumer brands
    • What’s their purpose? What are their acts? Sesame Street Nike + Lego Purpose: To create a world where all children can go to thrive Purpose: To reinvent the motivational drive for running Purpose: To build a world through imagination and play Acts: Sesame Street Workshop, engaging content that’s both educational and fun Acts: Human Race events, Nike Coach-Online runner’s log, Running chip technology Acts: Larger than life installments and exhibits, Lego stores, contests that inspire ideas and participation Target Google Al Gore Purpose: To deliver design for all through function and value Purpose: To organize the world’s information and make it accessible Purpose: To steward the world toward reversing global warming Acts: Partnering with couture stylists and designers; developing new, humancentered medicine bottles Acts: Working in perpetual BETA, Google Labs, flat organizational hierarchy Acts: Thought leadership brought to life through cross-media experiences like Inconvenient Truth
    • MYTH BRAND IS ONLY EXPRESSED THROUGH EXTERNAL ACTS.
    • EXTERNAL BRANDING INTERNAL BRANDING collateral advertising partner communication photography web presence positioning advertising action advertising point of sale user interface leader’s vision employee training pricing strategy customer relationships new employee orientation sales force communication sponsorships media relations vendor relationships Here’s how brand is manifest both externally AND internally
    • Why is it important to clarify these expressions? Because the realty is, a company has a reputation whether it actively tries to shape it or not.
    • IS THIS HOW YOUR CUSTOMERS SEE YOU? And the last thing you want is for your customers not to be clear about what your brand means. The good news is that any brand can be purposeful. The more you try and focus the meaning of your brand in customers’ minds—developing specific brand acts—the more mindshare you can occupy. What’s the best way to be memorable?
    • REALLY BE DIFFERENT. NO, DIFFERENT. Be different. REALLY DIFFERENT. In today’s super-fast, super-cluttered marketplace, you need more than differentiation. You need RADICAL differentiation. Acts that stand out—above the clutter.
    • QUIZ: Which of these acts embodies the brand’s purpose? Target Nike + Lego Purpose: To deliver design for all through function and value Purpose: To reinvent the motivational drive for running Purpose: To build a world through imagination and play Act: Partner with Prada to develop a handbag line that starts at $200. Act: Facilitate free, weekly running club events with professional coaches Act: Train customer service representatives with formulaic answers to questions.  
    • Your purpose can be abstract... While a company’s purpose can be abstract... NASA’S: ADVANCING MAN’S CAPABILITIES TO EXPLORE THE HEAVENS
    • but your acts must be specific. but its acts—whether internal or external—must be specific.
    • YOU MATTER Your acts define the brand