HOW TO BRIDGE
THE DISTANCE
BETWEEN
BUSINESS STRATEGY
AND DESIGN
A VISUAL PRESENTATION BY MARTY NEUMEIER

NEUTRONLLC.COM
Produced by NEUTRON LLC
in partnership with NEW RIDERS PUBLISHING
and THE AMERICAN INSTITUTE OF GRAPHIC ARTS

Copyright © ...
WHAT YOU’LL LEARN:

1

2

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A modern definition of brand
The five disciplines of brand-building
READY?

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LET’S START BY DISPELLING SOME MYTHS.

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FIRST
A brand is not a logo.

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SECOND
A brand is not an identity.

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X
FINALLY
A brand is not a product.

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So

what exactly
is a brand?

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A BRAND IS A PERSON’S
GUT FEELING ABOUT
A PRODUCT, SERVICE,
OR ORGANIZATION.

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In other words…

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IT’S NOT WHAT YOU SAY IT IS.

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IT’S WHAT THEY SAY IT IS.

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WHY IS BRANDING SO HOT?

1

People have too many choices and too little time

2

Most offerings have similar quality and f...
THERE ARE 1,349 CAMERAS ON THE MARKET.
HOW DO YOU DECIDE WHICH ONE TO BUY?

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TRUST

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$

Does a brand have a dollar value?

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AND HOW.
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5 ways to measure brand value:
1 PRICE PREMIUM

2 CUSTOMER PREFERENCE

3 REPLACEMENT COST

4 STOCK PRICE

5 FUTURE EARNING...
THIS SELECTION FROM INTERBRAND’S TOP 100 LIST
SHOWS WHY BRANDS ARE WORTH PROTECTING:
2001

% CHANGE

BRAND VALUE

BRAND VA...
COKE’S MARKET CAP,
INCLUDING BRAND VALUE:
$120 BILLION

WITHOUT THE BRAND,
COKE’S GLASS WOULD
BE HALF EMPTY.

COKE’S MARKE...
The main purpose of branding is to get
more people to buy more stuff
for more years at a higher price.

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B
=
S
b
BANG

SUCCESS

BUCK

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Brand

Business

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PREDICTION

BRAND WILL BECOME THE MOST POWERFUL
STRATEGIC TOOL SINCE THE SPREADSHEET.

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PROBLEM
In most companies, STRATEGY

is separated from CREATIVITY by a wide gap.
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STRATEGIC THINKERS

Analytical
Logical
Linear
Numerical
Verbal

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CREATIVE THINKERS

Intuitive
Emotional
Spa...
DOES THE LEFT BRAIN KNOW WHAT THE RIGHT BRAIN IS DOING?

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When both sides work together,
you can build a charismatic brand.
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A CHARISMATIC BRAND is any product,
service, or organization for which
people believe there’s no substitute.

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QUIZ :

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Which of these brands are charismatic?
AMAZON

HITACHI

OXO GOODGRIPS

APPLE

HOME DEPOT

PEPSI-CO...
QUIZ :

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Which of these brands are charismatic?
AMAZON

HITACHI

OXO GOODGRIPS

APPLE

HOME DEPOT

PEPSI-CO...
Any brand can be charismatic.

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EVEN
YOURS.
But first,

you have to master the FIVE

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DISCIPLINES OF BRAND-BUILDING .
DISCIPLINE 1: DIFFERENTIATE

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WE’RE HARDWIRED TO NOTICE ONLY WHAT’S DIFFERENT.

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SOLUTION:

BE DIFFERENT.
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FEATURES

BENEFITS

EXPERIENCE

IDENTIFICATION

“What it is”

“What it does”

“What you feel”

“Who you are”

1900

1925

...
People join different tribes for different activities.
DRIVING

VOLKSWAGEN

READING
COMPUTING

AMAZON

DELL
SPORTS

COOKIN...
ON SUNDAYS THEY WORSHIP HARLEY,
GOD OF THE OPEN ROAD.

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The three most important words in differentiating your brand:
1

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FOCUS
2

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FOCUS
3

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FOCUS
IS THIS HOW YOUR CUSTOMERS SEE YOU?

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THE FOCUS TEST:

1

Who are you?

2

What do you do?

3

Why does it matter?

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Unless you have compelling answers to these questions,

you need more focus.

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The most common reason for loss of focus
is ILL-CONSIDERED BRAND EXTENSIONS.
EXAMPLE:

FOCUSED
UNFOCUSED

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PORSCHE = SPORTS CARS
PORSCHE = SPORTS CARS + SUVS
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EXAMPLE:

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THE GOOD GRIPS BRAND HAS GROWN STRONGER WITH EVERY BRAND EXTENSION.
DISCIPLINE 2: COLLABORATE

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LIKE BUILDING
A CATHEDRAL,
BUILDING A BRAND
IS A COLLABORATIVE
PROJECT.

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It takes a village
to build a brand.
THERE ARE THREE BASIC MODELS
FOR ORGANIZING BRAND COLLABORATION:

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The ONE-STOP SHOP
contains the resources
to develop and
steward the brand.

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C R E AT I V E
SERVICES
A DV E...
ONE-STOP SHOP SCORECARD

Easy to manage

Little choice of teams

Promise of consistency

Little ownership of brand

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The BRAND AGENCY
hires best-of-breed
firms to help develop
and steward the brand.

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POP
D I S P L AY S
C R E...
BRAND AGENCY SCORECARD

Choice of teams
Promise of consistency

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Little ownership of brand
The INTEGRATED MARKETING TEAM
is managed internally with open
collaboration among
best-of-breed specialists.

C R E AT I V...
INTEGRATED MARKETING TEAM SCORECARD

Choice of teams
Promise of consistency
Ownership of brand

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Difficult ...
IN REALITY, COLLABORATIVE
NETWORKS AREN’T THAT SIMPLE.

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and

that’s OK.
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Collaborative networks are not new.

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A successful model has existed for years.
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Like building a cathedral,
making a movie takes
hundreds of collaborators.

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JOEL DARTMOUTH
KELLY MARIN
TREVOR CARMICHAEL
JOHN T. LANDON
SHARON BONDLY
PAUL DERAIN
JACQUES SOUVERAIN
MICHAEL BRAND
STEV...
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Manners and Modes Supervisor FRANCIE MAS
Storyboard Artists CAREN THOMASON
MIGUEL TRASERO
FRANCES CHU
PEDR...
Dig Composite Supv
Digital Compositors
Background Artists
CGI Lead Animators
CGI Animators

TIM CURRIE
DONALD VERES
DAVID ...
IN THE 1990s,

CREATIVE COLLABORATION SPREAD TO BRAND-BUILDING.

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EXAMPLE:

The Netscape brand was built
on the Hollywood model.

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MYTH:

Wide experience
leads to deep insights.

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FACT:
Deep insights come
from deep experience.

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WHY?

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Because

the mathematics of collaboration
is nothing less than

MAGIC.

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DISCIPLINE 3: INNOVATE

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Execution—
not strategy—is where the rubber meets the road.

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CREATIVITY IS WHAT GIVES BRANDS THEIR TRACTION IN THE MARKETPLACE.

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Why do companies have so much trouble with creativity?

Because creativity is right-brained,
and strategy is left-brained....
A

B

C

D

STRATEGIC THINKING

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Z

V

D

Q

CREATIVE THINKING

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THE REASON THE BEATLES WERE WILDLY SUCCESSFUL
IS BECAUSE “THEY NEVER DID THE SAME THING ONCE.”

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QUESTION:

How do you know when an idea is innovative?

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ANSWER:

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WHEN IT SCARES THE HELL OUT OF EVERYBODY.
TOO PREDICTABLE
NO SURPRISE
NOTHING NEW

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=
=
=

NO SURPRISE
NOTHING NEW
NO VALUE
To begin with,
the brand needs a

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stand-out name.
The seven criteria of a stand-out name:
1 DISTINCTIVENESS

2 BREVITY

3 APPROPRIATENESS

4 EASY SPELLING AND PRONUNCIATION...
A GREAT

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NAME

deserves GREAT

GRAPHICS .
NEWS
LOGOS ARE DEAD. LONG LIVE ICONS AND AVATARS!

FLASH!
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An ICON is a name and visual symbol
that suggests a market position.

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EXAMPLE:

CBS. The network for “eye-popping” television.

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An AVATAR is a brand icon that
can move, change, and operate
freely in various media.

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EXAMPLE:

CINGULAR : The “self-expression” cellular service.

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For products that sell at retail,

the package
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is often the best and last chance to make a sale.
The hardest-working packages follow
a natural reading sequence.
THE SHOPPER :
1

2

Asks “What is it?”

3

Wonders “Why sh...
By presenting information
to match this sequence,
a package can sell the
product more effectively.

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If you communicate with your customers
ONLINE , your website needs to follow
a SIMILAR reading sequence, one that
supplies...
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Does our website look

f
at
in this dress?
Too many websites are bloated with irrelevant information.

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WHY?

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1 TURFISMO
(Every department wants to be on the home page)

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2 FEATURITIS
(Inexperienced communicators believe more is better)

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3 TECHNOPHOBIA
(Experienced communicators resist new media)

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QUIZ:
Which of these sites looks easier to use?

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DISCIPLINE 4: VALIDATE

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means bringing the
audience into the creative process.

VALIDATION

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SENDER
SENDER

MESSAGE
MESSAGE

RECEIVER
RECEIVER

THE OLD COMMUNICATION MODEL WAS A MONOLOGUE.

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SENDER
SENDER

MESSAGE
MESSAGE

RECEIVER
RECEIVER

THE NEW COMMUNICATION MODEL IS A DIALOGUE.

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QUESTION:

How can you test your most creative ideas
BEFORE they get to market?

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HINT:

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Not with large
quantitative studies
or focus groups.
QUANTITATIVE STUDIES BURY THE PROBLEM IN HEAPS OF UNHELPFUL DATA.

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FOCUS GROUPS WERE INVENTED TO FOCUS
THE RESEARCH, NOT BE THE RESEARCH.

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THE BEST TESTS ARE

CHEAP,

QUICK,
AND
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DIRTY.
Better a rough answer to the right question
than a detailed answer to the wrong question.

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If the names and graphics of two trademarks are
better when swapped, then neither is optimal.
EXISTING TRADEMARKS

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WITH NAMES SWAPPED

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CHEAP-QUICK-DIRTY TEST 2:

The HAND TEST is a proof for a distinctive voice.

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If you can’t tell who’s talking when the trademark
is covered, then the brand’s voice is not distinctive.

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CHEAP-QUICK-DIRTY TEST 3:

The FIELD TEST is a proof for any concept
that can be prototyped.

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If your audience can’t verbalize your concept,
you’ve failed to communicate it.

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SHOPPERS CHARACTERIZED
THE PACKAGE CONCEPT
ON THE MIDDLE-RIGHT SHELF
AS “A FASTER PENCIL.”

BINGO.

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Field tests measure five things:

1 DISTINCTIVENESS

2 RELEVANCE

3 MEMORABILITY

4 EXTENDABILITY

5 DEPTH OF MEANING

NEU...
TESTING MIGHT HAVE SAVED SOME OF THESE COMPANIES FROM THE GREAT SWOOSH EPIDEMIC.
HAS THE GLOBE BECOME THE NEW SWOOSH?

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DISCIPLINE 5: CULTIVATE

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Business is a process, not an entity.

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A living brand is a pattern of behavior,
not a stylistic veneer.

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Brands are like people.

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C.

D.

E.

IF PEOPLE CAN CHANGE THEIR CLOTHES WITHOUT CHANGING THEIR CHARACTERS…

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WHY CAN’T BRANDS?

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IF A BRAND LOOKS LIKE A DUCK AND SWIMS
LIKE A DOG, PEOPLE WILL DISTRUST IT.

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So let’s say you’ve

DIFFERENTIATED,

COLLABORATED,

INNOVATED,
AND VALIDATED.
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+
YOU’VE ADDED THE LEFT BRAIN TO THE RIGHT BRAIN.

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+ +
YOU’VE USED TESTING TO BANISH THE FEAR OF STUPID.

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Your brand is now NUMBER ONE in its category.

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What’s your next move?

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PASS OUT THE COMPASSES.

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What’s a compass?

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A continuing brand education program.

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The more

D I S T R I B U T E D
a brand becomes,

the stronger its management needs to be.

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What your company needs is a CBO,
or CHIEF BRANDING OFFICER .

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THE CBO FORMS A HUMAN BRIDGE BETWEEN LOGIC AND MAGIC, STRATEGY AND DESIGN.

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D I F F E R E N T I AT I O N

C U LT I V AT I O N

C O L L A B O R AT I O N

V A L I D AT I O N

I N N O V AT I O N

BY MA...
WITH EVERY TURN AROUND THE CIRCLE, THE VALUE OF THE BRAND SPIRALS HIGHER.

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YOU BUILD

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A sustainable competitive advantage.

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ABOUT THE AUTHOR

Marty Neumeier is president of a San Francisco-based
brand consultancy, Neutron LLC. Neutron supplies th...
Need books for your branding team?
Bulk discounts on the THE BRAND GAP are
available for educational and corporate groups....
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The Brand Gap (slide presentation)

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A Slide Presentation by Marty Neumeier that presents ideas on the modern definition of Brand, with five disciplines for brand-building

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The Brand Gap (slide presentation)

  1. 1. HOW TO BRIDGE THE DISTANCE BETWEEN BUSINESS STRATEGY AND DESIGN
  2. 2. A VISUAL PRESENTATION BY MARTY NEUMEIER NEUTRONLLC.COM
  3. 3. Produced by NEUTRON LLC in partnership with NEW RIDERS PUBLISHING and THE AMERICAN INSTITUTE OF GRAPHIC ARTS Copyright © 2003 Neutron LLC. For educational use only. No part of this presentation may be published, sold, or otherwise used for profit without the written permission of the author.
  4. 4. WHAT YOU’LL LEARN: 1 2 NEUTRONLLC.COM A modern definition of brand The five disciplines of brand-building
  5. 5. READY? NEUTRONLLC.COM
  6. 6. LET’S START BY DISPELLING SOME MYTHS. NEUTRONLLC.COM
  7. 7. FIRST A brand is not a logo. NEUTRONLLC.COM
  8. 8. NEUTRONLLC.COM
  9. 9. SECOND A brand is not an identity. NEUTRONLLC.COM
  10. 10. NEUTRONLLC.COM X
  11. 11. FINALLY A brand is not a product. NEUTRONLLC.COM
  12. 12. NEUTRONLLC.COM
  13. 13. So what exactly is a brand? NEUTRONLLC.COM
  14. 14. A BRAND IS A PERSON’S GUT FEELING ABOUT A PRODUCT, SERVICE, OR ORGANIZATION. NEUTRONLLC.COM
  15. 15. NEUTRONLLC.COM
  16. 16. In other words… NEUTRONLLC.COM
  17. 17. IT’S NOT WHAT YOU SAY IT IS. NEUTRONLLC.COM
  18. 18. IT’S WHAT THEY SAY IT IS. NEUTRONLLC.COM
  19. 19. WHY IS BRANDING SO HOT? 1 People have too many choices and too little time 2 Most offerings have similar quality and features 3 We tend to base our buying choices on trust NEUTRONLLC.COM
  20. 20. THERE ARE 1,349 CAMERAS ON THE MARKET. HOW DO YOU DECIDE WHICH ONE TO BUY? NEUTRONLLC.COM
  21. 21. TRUST NEUTRONLLC.COM
  22. 22. NEUTRONLLC.COM
  23. 23. $ Does a brand have a dollar value? NEUTRONLLC.COM
  24. 24. AND HOW. NEUTRONLLC.COM
  25. 25. 5 ways to measure brand value: 1 PRICE PREMIUM 2 CUSTOMER PREFERENCE 3 REPLACEMENT COST 4 STOCK PRICE 5 FUTURE EARNINGS NEUTRONLLC.COM
  26. 26. THIS SELECTION FROM INTERBRAND’S TOP 100 LIST SHOWS WHY BRANDS ARE WORTH PROTECTING: 2001 % CHANGE BRAND VALUE BRAND VALUE BRAND VS. AS % OF NAME ($MM) PREVIOUS YEAR MARKET CAP COCA-COLA 68,945 -5% 61% MICROSOFT 65,068 -7% 17% IBM 52,752 -1% 27% FORD 30,092 -17% 66% MERCEDES 21,728 +3% 48% HONDA 14,638 -4% 33% BMW 13,858 +7% 62% KODAK BRAND -9% 82% 8,746 -6% 35% NIKE 7,589 -5% 66% PEPSI 6,214 -6% 9% XEROX 6,019 -38% 93% APPLE 5,464 -17% 66% STARBUCKS NEUTRONLLC.COM 10,801 GAP 1,757 +32% 21%
  27. 27. COKE’S MARKET CAP, INCLUDING BRAND VALUE: $120 BILLION WITHOUT THE BRAND, COKE’S GLASS WOULD BE HALF EMPTY. COKE’S MARKET CAP, NOT INCLUDING BRAND VALUE: $50 BILLION NEUTRONLLC.COM
  28. 28. The main purpose of branding is to get more people to buy more stuff for more years at a higher price. NEUTRONLLC.COM
  29. 29. B = S b BANG SUCCESS BUCK NEUTRONLLC.COM
  30. 30. Brand Business NEUTRONLLC.COM
  31. 31. PREDICTION BRAND WILL BECOME THE MOST POWERFUL STRATEGIC TOOL SINCE THE SPREADSHEET. NEUTRONLLC.COM
  32. 32. PROBLEM In most companies, STRATEGY is separated from CREATIVITY by a wide gap. NEUTRONLLC.COM
  33. 33. STRATEGIC THINKERS Analytical Logical Linear Numerical Verbal NEUTRONLLC.COM CREATIVE THINKERS Intuitive Emotional Spatial Visual Physical
  34. 34. DOES THE LEFT BRAIN KNOW WHAT THE RIGHT BRAIN IS DOING? NEUTRONLLC.COM
  35. 35. When both sides work together, you can build a charismatic brand. NEUTRONLLC.COM
  36. 36. A CHARISMATIC BRAND is any product, service, or organization for which people believe there’s no substitute. NEUTRONLLC.COM
  37. 37. QUIZ : NEUTRONLLC.COM Which of these brands are charismatic? AMAZON HITACHI OXO GOODGRIPS APPLE HOME DEPOT PEPSI-COLA BURGER KING IKEA PRELL COLDWATER CREEK KMART RCA DASANI KRISPY KREME REEBOK DISNEY LEVI’S RUBBERMAID DK BOOKS LONGS DRUGS SAFEWAY EVEREADY MACY’S SAMSUNG FORD MINI COOPER SEARS GENERAL ELECTRIC NEWSWEEK SOUTHWEST AIRLINES GOOGLE NISSAN UNITED ARTISTS HANES NORDSTROM VIRGIN
  38. 38. QUIZ : NEUTRONLLC.COM Which of these brands are charismatic? AMAZON HITACHI OXO GOODGRIPS APPLE HOME DEPOT PEPSI-COLA BURGER KING IKEA PRELL COLDWATER CREEK KMART RCA DASANI KRISPY KREME REEBOK DISNEY LEVI’S RUBBERMAID DK BOOKS LONGS DRUGS SAFEWAY EVEREADY MACY’S SAMSUNG FORD MINI COOPER SEARS GENERAL ELECTRIC NEWSWEEK SOUTHWEST AIRLINES GOOGLE NISSAN UNITED ARTISTS HANES NORDSTROM VIRGIN
  39. 39. Any brand can be charismatic. NEUTRONLLC.COM
  40. 40. NEUTRONLLC.COM EVEN YOURS.
  41. 41. But first, you have to master the FIVE NEUTRONLLC.COM DISCIPLINES OF BRAND-BUILDING .
  42. 42. DISCIPLINE 1: DIFFERENTIATE NEUTRONLLC.COM
  43. 43. NEUTRONLLC.COM
  44. 44. WE’RE HARDWIRED TO NOTICE ONLY WHAT’S DIFFERENT. NEUTRONLLC.COM
  45. 45. SOLUTION: BE DIFFERENT. NEUTRONLLC.COM
  46. 46. FEATURES BENEFITS EXPERIENCE IDENTIFICATION “What it is” “What it does” “What you feel” “Who you are” 1900 1925 1950 Marketing today is about creating tribes. NEUTRONLLC.COM 2000
  47. 47. People join different tribes for different activities. DRIVING VOLKSWAGEN READING COMPUTING AMAZON DELL SPORTS COOKING BANKING WILLIAMS-SONOMA CITIBANK TRAVEL NEUTRONLLC.COM NIKE ORBITZ
  48. 48. ON SUNDAYS THEY WORSHIP HARLEY, GOD OF THE OPEN ROAD. NEUTRONLLC.COM
  49. 49. NEUTRONLLC.COM The three most important words in differentiating your brand:
  50. 50. 1 NEUTRONLLC.COM FOCUS
  51. 51. 2 NEUTRONLLC.COM FOCUS
  52. 52. 3 NEUTRONLLC.COM FOCUS
  53. 53. IS THIS HOW YOUR CUSTOMERS SEE YOU? NEUTRONLLC.COM
  54. 54. THE FOCUS TEST: 1 Who are you? 2 What do you do? 3 Why does it matter? NEUTRONLLC.COM
  55. 55. Unless you have compelling answers to these questions, you need more focus. NEUTRONLLC.COM
  56. 56. NEUTRONLLC.COM The most common reason for loss of focus is ILL-CONSIDERED BRAND EXTENSIONS.
  57. 57. EXAMPLE: FOCUSED UNFOCUSED NEUTRONLLC.COM PORSCHE = SPORTS CARS PORSCHE = SPORTS CARS + SUVS
  58. 58. NEUTRONLLC.COM
  59. 59. EXAMPLE: NEUTRONLLC.COM THE GOOD GRIPS BRAND HAS GROWN STRONGER WITH EVERY BRAND EXTENSION.
  60. 60. DISCIPLINE 2: COLLABORATE NEUTRONLLC.COM
  61. 61. LIKE BUILDING A CATHEDRAL, BUILDING A BRAND IS A COLLABORATIVE PROJECT. NEUTRONLLC.COM
  62. 62. NEUTRONLLC.COM It takes a village to build a brand.
  63. 63. THERE ARE THREE BASIC MODELS FOR ORGANIZING BRAND COLLABORATION: NEUTRONLLC.COM
  64. 64. The ONE-STOP SHOP contains the resources to develop and steward the brand. NEUTRONLLC.COM C R E AT I V E SERVICES A DV E RT I S I N G DIRECT RESPONSE RESEARCH POP D I S P L AY S EXHIBITS PUBLIC IDENTITY SUPPLIERS R E L AT I O N S PRODUCT EVENTS DESIGN PROMOTIONS P U B L I C AT I O N S BRAND ST R AT E G Y WEB DESIGN NAMING PA C K A G I N G ANNUAL REPORTS C O M PA N Y
  65. 65. ONE-STOP SHOP SCORECARD Easy to manage Little choice of teams Promise of consistency Little ownership of brand NEUTRONLLC.COM
  66. 66. The BRAND AGENCY hires best-of-breed firms to help develop and steward the brand. NEUTRONLLC.COM POP D I S P L AY S C R E AT I V E SERVICES IDENTITY RESEARCH DIRECT RESPONSE A DV E RT I S I N G ANNUAL REPORTS SUPPLIERS EVENTS BRAND AGENCY NAMING PROMOTIONS BRAND S T R AT E G Y PA C K A G I N G P U B L I C AT I O N S PRODUCT WEB DESIGN DESIGN PUBLIC R E L AT I O N S EXHIBITS C O M PA N Y
  67. 67. BRAND AGENCY SCORECARD Choice of teams Promise of consistency NEUTRONLLC.COM Little ownership of brand
  68. 68. The INTEGRATED MARKETING TEAM is managed internally with open collaboration among best-of-breed specialists. C R E AT I V E S E RV I C E S A DV E RT I S I N G RESEARCH DIRECT RESPONSE ANNUAL IDENTITY REPORTS EVENTS POP D I S P L AY S EXHIBITS C O M PA N Y SUPPLIERS PUBLIC R E L AT I O N S PROMOTIONS WEB DESIGN PA C K A G I N G BRAND S T R AT E G Y P U B L I C AT I O N S NAMING PRODUCT DESIGN NEUTRONLLC.COM
  69. 69. INTEGRATED MARKETING TEAM SCORECARD Choice of teams Promise of consistency Ownership of brand NEUTRONLLC.COM Difficult to manage
  70. 70. IN REALITY, COLLABORATIVE NETWORKS AREN’T THAT SIMPLE. NEUTRONLLC.COM
  71. 71. and that’s OK. NEUTRONLLC.COM
  72. 72. Collaborative networks are not new. NEUTRONLLC.COM
  73. 73. A successful model has existed for years. NEUTRONLLC.COM
  74. 74. NEUTRONLLC.COM
  75. 75. Like building a cathedral, making a movie takes hundreds of collaborators. NEUTRONLLC.COM
  76. 76. JOEL DARTMOUTH KELLY MARIN TREVOR CARMICHAEL JOHN T. LANDON SHARON BONDLY PAUL DERAIN JACQUES SOUVERAIN MICHAEL BRAND STEVEN GOLDSTEIN TRENT LOCKART JACKSON BARNES JOSEPH AKIO TERENCE BRADLEY MO DERENI ROBERT UNDERHILL KEN SILVER Librarian HILARY PROPRIATO Field Officer MICHAEL O. KELL Bus Driver HECTOR ABONDAS Night Guard NORMAN BRIER Meter Maid STACY BRECKSTEIN First Detective JOE KALEY Second Detective BRIAN BELSEN Beat Cop ABRAHAM LENDER Parking Cop T. T. MCBRIDE Helicopter Pilot VAN DERICKE First Old Man JOHN R. CARLSON Second Old Man VICTOR AMOS Tax Collector SEAN O' KENNA Stunt Coordinator JEFFREY ROCKEN Assistant Stunt Coordinator DARREL TOM Smoocher Boy Agent Sims Agent Townsend Agent Kruzic Dijon Jean-Michel Keynes Corelli Johnston Billie Guards Stunt Doubles Carlos GEOFF WRIGHT MARK CONTADINA Mariana SUE SKENNIAN Ajax CHARLIE MARQUETTE Sgt. Santos VICTOR BANERAS Carter F. C. CAMERON Smoocher Boy TELLIE PANOPOULIS Agent Sims MARTIN AIRES Agent Townsend STEFAN C. KAISER Dijon BILL MOORE Stunts STEVE ADRIAN BOB CARTER MICKEY DISANTIS MIKE FLANAGAN GEOFF IPSWICH BARRIE LAWRENCE JACKIE MACDOUGAL JAMES PETRICKE MARY STAUFFACHER CORNELIA THERRIEN RAUL VALERIA NEUTRONLLC.COM BENJAMIN BARKELEY GORDON COLERIDGE JILLIAN DRUCKER BILL GEORGE MICHAEL KANTER TERRY LEVINSON GREG NEVILSON PETE POLSON FREDDIE STEEN JEREMY TRICKETT RONALD DEAVER-WEBB Hong Kong Kung Fu Team YUAN Tiger CHU CHEN Dragon SEN TONY BEAUJOLAIS IVAN DEVERSON JOE EVANS JULIA HARRISON KENNETH KITTRIDGE TED MARSTEN BOB OSBORNE RAY TELSON CAB UPTON PETER YOUNG ROBERT G. RUNYAN
  77. 77. NEUTRONLLC.COM Manners and Modes Supervisor FRANCIE MAS Storyboard Artists CAREN THOMASON MIGUEL TRASERO FRANCES CHU PEDRO BOGANILLO Art Department Researcher NUALA CORIAN Art Department Coordinator TRACY COLLISTON Conceptual Designer SERGIO MOLO Graphics BENJAMIN HIRASUNA Illustrator STEPHANIE RAND Set Designers GERI DEMONDE STELLAN GRETZKE MADELINE BARR LANCE DUNSTABLE MARCO DIPAOLO DEN MCENERY Set Decorators LISA BARHAM DRU LEE MANNING CARRIE DUNE Script Supervisor MARIE BELLEAU Camera Operator PAUL POLITO Steadycam Operator ROCK HANDLER 1st Assistant Camera GORDON ALBRIGHT 2nd Assistant Camera CRIS MORTEN Still Photographer BARRIE M. HORST Sound Recordist JACOB TREIB Boom Operators HORACE STEIN THOM CARRABINE Video Operator ART KELLEHER LUCIANO PROPRIO Props DAVID BELL Property Master ZUZU MANHEIM KAREN CAROLUS J. D. WHEATLY Action Vehicle Coordinators WILLIAM TREVANT Gaffer STU JEFFERSON Best Boy JOSH KNIPPLE Rigged Gaffers COLIN FARRINGDON PETER STANISLOV KIT GOINES BENNIE JAMESON RICK DEMIS STANLEY FREY G. G. NEWMAN Key Grip DAVID WEINBERG Head Grip RICKY MONROE Dolly Grips WILLI STRASBURG STAN BENTON CHARLES CRIVORN NORM LOFGREN VIC DOLAN GIORGIO VIVATO Rigging Grip TEL STEPHENOPOLIS Make-up Artists TRINI GONZALEZ MARCI STEIN BELINDA MCNAIR CARI DUNN MICHELLE TONAS ROBERTO BELLINI
  78. 78. Dig Composite Supv Digital Compositors Background Artists CGI Lead Animators CGI Animators TIM CURRIE DONALD VERES DAVID HUSSEIN BRIDGET QUESTED FRANCESCA ROTI GREG STONE WILL SUTTON INGE JOHANSSON DREW CRAIN URSULA BIERSCH VISUAL LOGIC, LLC VFX Supervisor Programmer System Admin Production Admin Production Aide Producer Scene Graphics CGI Artist Coord CGI Artists CGI Designer Compositors I/O Supervisor Assorted Visual Effects Color Toner Negative Cutter Titles Designed by Opticals by Soundtrack Album on Microscopic Cinematography by JARED BAGMAN KAROL CONST RANDY HARDWICK MAL GERICKE CASS MONAHAN PATRICE ARNEM PEDRO CARILLO SANDY PRIESTLY JOHN LANGORF BRENDA CALE MARK THOMAS KYLE M. SULLIVAN PATRICK MAHONEY STAV PROMIDES MARGRIET BILL TANIA SHAUB BENNET JURIAN CHUCK TRALIK PENNY GARCIA GRAYSON TRUE SLIM DELGADO BATOUTAHELL, INC PACIFIC DREAMS, LLC ARTISTIC RECORDS, INC. JAY FLAMMER `The Producers Wish to Thank the Following NASA CITY OF NEW YORK THE MARITIME CENTER OF SYDNEY LOS ANGELES POLICE THE CITY OF BEND, OREGON SULTAN OF BRUNEI Filmed on Location in CAPE KENNEDY NEW YORK CITY SYDNEY, AUSTRALIA LOS ANGELES, CALIFORNIA BEND, OREGON NEUTRONLLC.COM Filmed with OMNIVISON Cameras and Lenses Color by COLORLAB, INC. Prints by VISTACHROME
  79. 79. IN THE 1990s, CREATIVE COLLABORATION SPREAD TO BRAND-BUILDING. NEUTRONLLC.COM
  80. 80. EXAMPLE: The Netscape brand was built on the Hollywood model. NEUTRONLLC.COM
  81. 81. MYTH: Wide experience leads to deep insights. NEUTRONLLC.COM
  82. 82. FACT: Deep insights come from deep experience. NEUTRONLLC.COM
  83. 83. NEUTRONLLC.COM
  84. 84. NEUTRONLLC.COM
  85. 85. WHY? NEUTRONLLC.COM
  86. 86. Because the mathematics of collaboration is nothing less than MAGIC. NEUTRONLLC.COM
  87. 87. DISCIPLINE 3: INNOVATE NEUTRONLLC.COM
  88. 88. Execution— not strategy—is where the rubber meets the road. NEUTRONLLC.COM
  89. 89. CREATIVITY IS WHAT GIVES BRANDS THEIR TRACTION IN THE MARKETPLACE. NEUTRONLLC.COM
  90. 90. Why do companies have so much trouble with creativity? Because creativity is right-brained, and strategy is left-brained. NEUTRONLLC.COM
  91. 91. A B C D STRATEGIC THINKING NEUTRONLLC.COM
  92. 92. Z V D Q CREATIVE THINKING NEUTRONLLC.COM
  93. 93. NEUTRONLLC.COM
  94. 94. THE REASON THE BEATLES WERE WILDLY SUCCESSFUL IS BECAUSE “THEY NEVER DID THE SAME THING ONCE.” NEUTRONLLC.COM
  95. 95. QUESTION: How do you know when an idea is innovative? NEUTRONLLC.COM
  96. 96. ANSWER: NEUTRONLLC.COM WHEN IT SCARES THE HELL OUT OF EVERYBODY.
  97. 97. TOO PREDICTABLE NO SURPRISE NOTHING NEW NEUTRONLLC.COM = = = NO SURPRISE NOTHING NEW NO VALUE
  98. 98. To begin with, the brand needs a NEUTRONLLC.COM stand-out name.
  99. 99. The seven criteria of a stand-out name: 1 DISTINCTIVENESS 2 BREVITY 3 APPROPRIATENESS 4 EASY SPELLING AND PRONUNCIATION 5 LIKABILITY 6 EXTENDABILITY NEUTRONLLC.COM 7 PROTECTABILITY
  100. 100. A GREAT NEUTRONLLC.COM NAME deserves GREAT GRAPHICS .
  101. 101. NEWS LOGOS ARE DEAD. LONG LIVE ICONS AND AVATARS! FLASH! NEUTRONLLC.COM
  102. 102. An ICON is a name and visual symbol that suggests a market position. NEUTRONLLC.COM
  103. 103. EXAMPLE: CBS. The network for “eye-popping” television. NEUTRONLLC.COM
  104. 104. An AVATAR is a brand icon that can move, change, and operate freely in various media. NEUTRONLLC.COM
  105. 105. EXAMPLE: CINGULAR : The “self-expression” cellular service. NEUTRONLLC.COM
  106. 106. For products that sell at retail, the package NEUTRONLLC.COM is often the best and last chance to make a sale.
  107. 107. The hardest-working packages follow a natural reading sequence. THE SHOPPER : 1 2 Asks “What is it?” 3 Wonders “Why should I care?” 4 Wants to be persuaded 5 NEUTRONLLC.COM Notices the package Needs proof
  108. 108. By presenting information to match this sequence, a package can sell the product more effectively. NEUTRONLLC.COM
  109. 109. If you communicate with your customers ONLINE , your website needs to follow a SIMILAR reading sequence, one that supplies users with ONLY the information they need, instead of trying to squeeze EVERYTHING onto the home page LIKE THIS and making your users do ALL the work, which will undoubtedly cause them to LEAVE, when all you really have to do is ask yourself this SIMPLE QUESTION : NEUTRONLLC.COM
  110. 110. NEUTRONLLC.COM Does our website look f at in this dress?
  111. 111. Too many websites are bloated with irrelevant information. NEUTRONLLC.COM
  112. 112. WHY? NEUTRONLLC.COM
  113. 113. 1 TURFISMO (Every department wants to be on the home page) NEUTRONLLC.COM
  114. 114. 2 FEATURITIS (Inexperienced communicators believe more is better) NEUTRONLLC.COM
  115. 115. 3 TECHNOPHOBIA (Experienced communicators resist new media) NEUTRONLLC.COM
  116. 116. QUIZ: Which of these sites looks easier to use? NEUTRONLLC.COM
  117. 117. NEUTRONLLC.COM
  118. 118. NEUTRONLLC.COM
  119. 119. DISCIPLINE 4: VALIDATE NEUTRONLLC.COM
  120. 120. means bringing the audience into the creative process. VALIDATION NEUTRONLLC.COM
  121. 121. SENDER SENDER MESSAGE MESSAGE RECEIVER RECEIVER THE OLD COMMUNICATION MODEL WAS A MONOLOGUE. NEUTRONLLC.COM
  122. 122. SENDER SENDER MESSAGE MESSAGE RECEIVER RECEIVER THE NEW COMMUNICATION MODEL IS A DIALOGUE. NEUTRONLLC.COM
  123. 123. QUESTION: How can you test your most creative ideas BEFORE they get to market? NEUTRONLLC.COM
  124. 124. HINT: NEUTRONLLC.COM Not with large quantitative studies or focus groups.
  125. 125. QUANTITATIVE STUDIES BURY THE PROBLEM IN HEAPS OF UNHELPFUL DATA. NEUTRONLLC.COM
  126. 126. FOCUS GROUPS WERE INVENTED TO FOCUS THE RESEARCH, NOT BE THE RESEARCH. NEUTRONLLC.COM
  127. 127. THE BEST TESTS ARE CHEAP, QUICK, AND NEUTRONLLC.COM DIRTY.
  128. 128. Better a rough answer to the right question than a detailed answer to the wrong question. NEUTRONLLC.COM
  129. 129. NEUTRONLLC.COM
  130. 130. NEUTRONLLC.COM If the names and graphics of two trademarks are better when swapped, then neither is optimal.
  131. 131. EXISTING TRADEMARKS NEUTRONLLC.COM
  132. 132. WITH NAMES SWAPPED NEUTRONLLC.COM
  133. 133. CHEAP-QUICK-DIRTY TEST 2: The HAND TEST is a proof for a distinctive voice. NEUTRONLLC.COM
  134. 134. If you can’t tell who’s talking when the trademark is covered, then the brand’s voice is not distinctive. NEUTRONLLC.COM
  135. 135. NEUTRONLLC.COM
  136. 136. CHEAP-QUICK-DIRTY TEST 3: The FIELD TEST is a proof for any concept that can be prototyped. NEUTRONLLC.COM
  137. 137. If your audience can’t verbalize your concept, you’ve failed to communicate it. NEUTRONLLC.COM
  138. 138. SHOPPERS CHARACTERIZED THE PACKAGE CONCEPT ON THE MIDDLE-RIGHT SHELF AS “A FASTER PENCIL.” BINGO. NEUTRONLLC.COM
  139. 139. Field tests measure five things: 1 DISTINCTIVENESS 2 RELEVANCE 3 MEMORABILITY 4 EXTENDABILITY 5 DEPTH OF MEANING NEUTRONLLC.COM
  140. 140. TESTING MIGHT HAVE SAVED SOME OF THESE COMPANIES FROM THE GREAT SWOOSH EPIDEMIC.
  141. 141. HAS THE GLOBE BECOME THE NEW SWOOSH? NEUTRONLLC.COM
  142. 142. DISCIPLINE 5: CULTIVATE NEUTRONLLC.COM
  143. 143. Business is a process, not an entity. NEUTRONLLC.COM
  144. 144. A living brand is a pattern of behavior, not a stylistic veneer. NEUTRONLLC.COM
  145. 145. Brands are like people. NEUTRONLLC.COM
  146. 146. C. D. E. IF PEOPLE CAN CHANGE THEIR CLOTHES WITHOUT CHANGING THEIR CHARACTERS… NEUTRONLLC.COM
  147. 147. WHY CAN’T BRANDS? NEUTRONLLC.COM
  148. 148. NEUTRONLLC.COM
  149. 149. NEUTRONLLC.COM
  150. 150. IF A BRAND LOOKS LIKE A DUCK AND SWIMS LIKE A DOG, PEOPLE WILL DISTRUST IT. NEUTRONLLC.COM
  151. 151. So let’s say you’ve DIFFERENTIATED, COLLABORATED, INNOVATED, AND VALIDATED. NEUTRONLLC.COM
  152. 152. + YOU’VE ADDED THE LEFT BRAIN TO THE RIGHT BRAIN. NEUTRONLLC.COM
  153. 153. NEUTRONLLC.COM
  154. 154. + + YOU’VE USED TESTING TO BANISH THE FEAR OF STUPID. NEUTRONLLC.COM
  155. 155. Your brand is now NUMBER ONE in its category. NEUTRONLLC.COM
  156. 156. What’s your next move? NEUTRONLLC.COM
  157. 157. PASS OUT THE COMPASSES. NEUTRONLLC.COM
  158. 158. What’s a compass? NEUTRONLLC.COM
  159. 159. A continuing brand education program. NEUTRONLLC.COM
  160. 160. NEUTRONLLC.COM
  161. 161. NEUTRONLLC.COM
  162. 162. The more D I S T R I B U T E D a brand becomes, the stronger its management needs to be. NEUTRONLLC.COM
  163. 163. What your company needs is a CBO, or CHIEF BRANDING OFFICER . NEUTRONLLC.COM
  164. 164. THE CBO FORMS A HUMAN BRIDGE BETWEEN LOGIC AND MAGIC, STRATEGY AND DESIGN. NEUTRONLLC.COM
  165. 165. D I F F E R E N T I AT I O N C U LT I V AT I O N C O L L A B O R AT I O N V A L I D AT I O N I N N O V AT I O N BY MASTERING THE FIVE DISCIPLINES OF BRANDING, THE COMPANY CREATES A VIRTUOUS CIRCLE. NEUTRONLLC.COM
  166. 166. WITH EVERY TURN AROUND THE CIRCLE, THE VALUE OF THE BRAND SPIRALS HIGHER. NEUTRONLLC.COM
  167. 167. YOU BUILD NEUTRONLLC.COM
  168. 168. A sustainable competitive advantage. NEUTRONLLC.COM
  169. 169. ABOUT THE AUTHOR Marty Neumeier is president of a San Francisco-based brand consultancy, Neutron LLC. Neutron supplies the “glue” that holds brands together: brand education programs, seminars, workshops, creative audits, process planning, and more. Visit www.neutronllc.com.
  170. 170. Need books for your branding team? Bulk discounts on the THE BRAND GAP are available for educational and corporate groups. Contact BECKY.MORGAN@PEACHPIT.COM. NEUTRONLLC.COM
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