A BRAND IS A STORY
What makes a great story?
•Your hope is fulfilled
•Can be told over and over again
A BRAND IS A STORY
“ All great stories start with a white page ”
The classical steps of BRANDING
1° Start a conversation with all the stakeholders
2° Look around (research, insight, emotion,
3° Define your direction
4° Define the message
5° Choose the media
6° Follow up with the stakeholders to adjust the
message if required
“The rise of social media makes it more
important than ever to get the branding
“You do not need to rewrite the marketing
playbook but to exploit social media
opportunities while keeping an
UNWAVERING FOCUS on meeting the
customers’ needs” (HBR Dec, 2010)
Everything considered, branding is a matter of
marketing in the classical sense of the term, but with
different means and at digital speed. (R.Claessens)
KEY WORDS MENTIONED
• Having self-confidence is wonderful
and a positive quality to successfully navigate life.
• However, as often true, too much of a good thing
can become a bad thing. Overconfidence is
a weakness and most would agree that
arrogance is undesirable.
The complacency zone is a
dangerous place to be!
• You are in the Arizona desert in the hottest time of the year.
Because of a fire, the plane had to land and most of the
contents have been destroyed but fortunately none of the
three passengers and the pilot are hurt. You know that you
are about 75 miles from the nearest town. Fortunately you
have some pieces of equipment and items left that you could
use for your survival.
• The decision to make is: either to stay put and wait for help or
move and walk the 75 miles to the nearest town.
• Whatever the decision it needs to be taken unanimously!
• Below is list of available items, you should list them in order
of importance to your survival, one being the most important,
and decide what items to take with you in case you decide to
8. 1 case of rations
9. Maps of the
2. Small transistor radio
3. Shaving mirror
11. 5 litre of an
4. Snake repellent
5. 5-liter of water for the four of you
12. 1 bottle of rum
6. 4 square meter of opaque plastic 13. Two boxes of
7. Mosquito netting
14. 5 meter of ropes
15. One boomerang 108
• Overestimation of intuition and underestimation of what we
need for the analytical part of the decision making process
• System 1 operates automatically and quickly
with little or no effort and no sense of voluntary
control. It includes the innate skills that we share
with other animals.
• System 2 allocates attention to the effortful
mental activities that demand it, including complex
computations. It requires attention and effort.
• When system 1 runs into difficulty it calls on System
2 to support more detailed and specific processing.