0
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




Copyrigh...
WHAT YOU’LL LEARN:




                 1   A modern definition of brand

                 2   The five disciplines of bra...
READY?




NEUTRONLLC.COM
LET’S START BY DISPELLING SOME MYTHS.




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FIRST
                 A brand is not a logo.




NEUTRONLLC.COM
NEUTRONLLC.COM
SECOND
                 A brand is not an identity.




NEUTRONLLC.COM
NEUTRONLLC.COM
                 X
FINALLY
                 A brand is not a product.


NEUTRONLLC.COM
NEUTRONLLC.COM
So   what exactly
                                is a brand?




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A BRAND IS A PERSON’S
                 GUT FEELING ABOUT
                 A PRODUCT, SERVICE,
                 OR ORGANIZA...
NEUTRONLLC.COM
In other words…




NEUTRONLLC.COM
IT’S NOT WHAT YOU SAY IT IS.




NEUTRONLLC.COM
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 offer...
THERE ARE 1,349 CAMERAS ON THE MARKET.
                 HOW DO YOU DECIDE WHICH ONE TO BUY?




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TRUST




NEUTRONLLC.COM
NEUTRONLLC.COM
$
                 Does a brand have a dollar value?




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AND HOW.
NEUTRONLLC.COM
5 ways to measure brand value:

                 1 PRICE PREMIUM


                 2 CUSTOMER PREFERENCE


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


                  ...
COKE’S MARKET CAP,
                                      INCLUDING BRAND VALUE:
                                      $120...
The main purpose of branding is to get
      more people to buy more stuff
            for more years at a higher price.

...
B
                 S =       BANG




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                     b
                 SUCCESS




                 ...
Brand




                 Business




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PREDICTION


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

...
PROBLEM

In most companies, STRATEGY


                 is separated from CREATIVITY by a wide gap.
NEUTRONLLC.COM
STRATEGIC THINKERS    CREATIVE THINKERS

                 Analytical   Intuitive
                   Logical    Emotional
 ...
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 th...
QUIZ :                                                NEUTRONLLC.COM



Which of these brands are charismatic?


AMAZON   ...
QUIZ :                                                NEUTRONLLC.COM



Which of these brands are charismatic?


AMAZON   ...
Any brand can be charismatic.




NEUTRONLLC.COM
NEUTRONLLC.COM




EVEN
YOURS.
But first,




you have to master the FIVE   DISCIPLINES OF BRAND-BUILDING .




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DISCIPLINE 1: DIFFERENTIATE




NEUTRONLLC.COM
NEUTRONLLC.COM
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”     “Wha...
People join different tribes for different activities.

                 DRIVING    VOLKSWAGEN




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




NEUTRONLLC.COM
NEUTRONLLC.COM




The three most important words in differentiating your brand:
1   FOCUS




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2
                     FOCUS


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3
                     FOCUS

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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?




NEUTR...
Unless you have compelling answers to these questions,

                 you need more focus.



NEUTRONLLC.COM
NEUTRONLLC.COM




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




                 FOCUSED   PORSCHE = SPORTS CARS


          UNFOCUSED        PORSCHE = SPORTS CARS + SUVS


...
NEUTRONLLC.COM
NEUTRONLLC.COM
EXAMPLE:




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
                   ...
NEUTRONLLC.COM




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                                                                                                  NEUTRON...
ONE-STOP SHOP SCORECARD




Easy to manage            Little choice of teams
Promise of consistency    Little ownership of...
The BRAND AGENCY                                                                      POP
                                ...
BRAND AGENCY SCORECARD




Choice of teams          Little ownership of brand
Promise of consistency




NEUTRONLLC.COM
The INTEGRATED MARKETING TEAM
is managed internally with open
collaboration among                                         ...
INTEGRATED MARKETING TEAM SCORECARD




Choice of teams          Difficult to manage
Promise of consistency
Ownership of b...
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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NEUTRONLLC.COM
Like building a cathedral,
making a movie takes
hundreds of collaborators.




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JOEL DARTMOUTH
                                   Smoocher Boy      KELLY MARIN
                                      Agen...
Manners and Modes Supervisor FRANCIE MAS
                             Storyboard Artists CAREN THOMASON
                  ...
Dig Composite Supv      TIM CURRIE
                                                    DONALD VERES
                      ...
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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NEUTRONLLC.COM
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WHY?




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Because
                                the mathematics of collaboration
                 is nothing less than



        ...
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,
                          ...
A       B      C     D




                     STRATEGIC THINKING




NEUTRONLLC.COM
V                   Z



                         D




                              Q




                     CREATIVE ...
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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:                                   NEUTRONLLC.COM




          WHEN IT SCARES THE HELL OUT OF EVERYBODY.
TOO PREDICTABLE     =   NO SURPRISE

                 NO SURPRISE   =   NOTHING NEW

                 NOTHING NEW   =   NO...
To begin with,

the brand needs a         stand-out name.




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The seven criteria of a stand-out name:

                 1 DISTINCTIVENESS


                 2 BREVITY


               ...
A GREAT          NAME   deserves GREAT   GRAPHICS .




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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.


...
EXAMPLE:




CINGULAR : The “self-expression” cellular service.




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For products that sell at retail,




the package
NEUTRONLLC.COM   is often the best and last chance to make a sale.
The hardest-working packages follow
a natural reading sequence.

                 THE SHOPPER :

                 1   Noti...
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...
NEUTRONLLC.COM




Does our website look




fat                     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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NEUTRONLLC.COM
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DISCIPLINE 4: VALIDATE




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VALIDATION means bringing the
                 audience into the creative process.




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SENDER
                  SENDER        MESSAGE
                                MESSAGE       RECEIVER
                    ...
SENDER
                    SENDER         MESSAGE
                                   MESSAGE        RECEIVER
             ...
QUESTION:




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




N...
HINT:            NEUTRONLLC.COM




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




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NEUTRONLLC.COM
NEUTRONLLC.COM




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


NEUTRONLLC.COM
SHOPPERS CHARACTERIZED
                      THE PACKAGE CONCEPT
                 ON THE MIDDLE-RIGHT SHELF
              ...
Field tests measure five things:




                   1 DISTINCTIVENESS


                    2 RELEVANCE


            ...
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 CHARAC...
WHY CAN’T BRANDS?




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NEUTRONLLC.COM
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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,
      ...
+

                 YOU’VE ADDED THE LEFT BRAIN TO THE RIGHT BRAIN.




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NEUTRONLLC.COM
+ +

                 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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NEUTRONLLC.COM
NEUTRONLLC.COM
The more

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




the stronger its man...
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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C U LT I V AT I O N                        D I F F E R E N T I AT I O N




                 V A L I D AT I O N           ...
WITH EVERY TURN AROUND THE CIRCLE, THE VALUE OF THE BRAND SPIRALS HIGHER.




NEUTRONLLC.COM
YOU BUILD




NEUTRONLLC.COM
A sustainable competitive advantage.




NEUTRONLLC.COM
ABOUT THE AUTHOR

      Marty Neumeier is president of a San Francisco-based
  brand consultancy, Neutron LLC. Neutron sup...
Need books for your branding team?

  Bulk discounts on the THE BRAND GAP are
available for educational and corporate grou...
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The Brand Gap

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How to Bridge the Distance Between Business Strategy and Design. Simple and to the point, a great presentation aid by branding author Marty Neumeier.

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Transcript of "The Brand Gap"

  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 A modern definition of brand 2 The five disciplines of brand-building NEUTRONLLC.COM
  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 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 10,801 -9% 82% GAP 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 1,757 +32% 21% NEUTRONLLC.COM
  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 = BANG NEUTRONLLC.COM b SUCCESS BUCK
  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 CREATIVE THINKERS Analytical Intuitive Logical Emotional Linear Spatial Numerical Visual Verbal Physical NEUTRONLLC.COM
  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 DISCIPLINES OF BRAND-BUILDING . NEUTRONLLC.COM
  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 2000 Marketing today is about creating tribes. NEUTRONLLC.COM
  47. 47. People join different tribes for different activities. DRIVING VOLKSWAGEN READING AMAZON COMPUTING DELL SPORTS NIKE COOKING WILLIAMS-SONOMA BANKING CITIBANK TRAVEL ORBITZ NEUTRONLLC.COM
  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 FOCUS NEUTRONLLC.COM
  51. 51. 2 FOCUS NEUTRONLLC.COM
  52. 52. 3 FOCUS NEUTRONLLC.COM
  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 PORSCHE = SPORTS CARS UNFOCUSED PORSCHE = SPORTS CARS + SUVS NEUTRONLLC.COM
  58. 58. NEUTRONLLC.COM
  59. 59. NEUTRONLLC.COM EXAMPLE: 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 NEUTRONLLC.COM contains the resources C R E AT I V E SERVICES A DV E RT I S I N G to develop and DIRECT RESPONSE steward the brand. RESEARCH POP D I S P L AY S EXHIBITS PUBLIC IDENTITY R E L AT I O N S SUPPLIERS EVENTS PRODUCT 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 POP NEUTRONLLC.COM D I S P L AY S hires best-of-breed C R E AT I V E SERVICES firms to help develop IDENTITY RESEARCH DIRECT and steward the brand. RESPONSE A DV E RT I S I N G ANNUAL REPORTS SUPPLIERS EVENTS BRAND AGENCY PROMOTIONS NAMING 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 Little ownership of brand Promise of consistency NEUTRONLLC.COM
  68. 68. The INTEGRATED MARKETING TEAM is managed internally with open collaboration among C R E AT I V E S E RV I C E S A DV E RT I S I N G best-of-breed specialists. 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 P U B L I C AT I O N S S T R AT E G Y NAMING PRODUCT DESIGN NEUTRONLLC.COM
  69. 69. INTEGRATED MARKETING TEAM SCORECARD Choice of teams Difficult to manage Promise of consistency Ownership of brand NEUTRONLLC.COM
  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 Smoocher Boy KELLY MARIN Agent Sims TREVOR CARMICHAEL Agent Townsend JOHN T. LANDON Agent Kruzic SHARON BONDLY Dijon PAUL DERAIN Jean-Michel JACQUES SOUVERAIN Keynes MICHAEL BRAND Corelli STEVEN GOLDSTEIN Johnston TRENT LOCKART Billie JACKSON BARNES Guards 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 Stunt DoublesCarlos 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 BENJAMIN BARKELEY TONY BEAUJOLAIS BOB CARTER GORDON COLERIDGE IVAN DEVERSON MICKEY DISANTIS JILLIAN DRUCKER JOE EVANS MIKE FLANAGAN BILL GEORGE JULIA HARRISON GEOFF IPSWICH MICHAEL KANTER KENNETH KITTRIDGE BARRIE LAWRENCE TERRY LEVINSON TED MARSTEN JACKIE MACDOUGAL GREG NEVILSON BOB OSBORNE JAMES PETRICKE PETE POLSON RAY TELSON MARY STAUFFACHER FREDDIE STEEN CAB UPTON CORNELIA THERRIEN JEREMY TRICKETT PETER YOUNG RAUL VALERIA RONALD DEAVER-WEBB ROBERT G. RUNYAN Hong Kong Kung Fu Team NEUTRONLLC.COM YUAN Tiger CHU CHEN Dragon SEN
  77. 77. 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 NEUTRONLLC.COM MICHELLE TONAS ROBERTO BELLINI
  78. 78. Dig Composite Supv TIM CURRIE DONALD VERES Digital Compositors DAVID HUSSEIN BRIDGET QUESTED Background Artists FRANCESCA ROTI GREG STONE CGI Lead Animators WILL SUTTON INGE JOHANSSON CGI Animators DREW CRAIN URSULA BIERSCH VISUAL LOGIC, LLC VFX Supervisor JARED BAGMAN Programmer KAROL CONST System Admin RANDY HARDWICK Production Admin MAL GERICKE Production Aide CASS MONAHAN Producer PATRICE ARNEM Scene Graphics PEDRO CARILLO CGI Artist Coord SANDY PRIESTLY CGI Artists JOHN LANGORF BRENDA CALE CGI Designer MARK THOMAS KYLE M. SULLIVAN Compositors PATRICK MAHONEY STAV PROMIDES MARGRIET BILL TANIA SHAUB BENNET JURIAN I/O Supervisor CHUCK TRALIK Assorted Visual Effects PENNY GARCIA Color Toner GRAYSON TRUE Negative Cutter SLIM DELGADO Titles Designed by BATOUTAHELL, INC Opticals by PACIFIC DREAMS, LLC Soundtrack Album on ARTISTIC RECORDS, INC. Microscopic Cinematography by 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 Filmed with OMNIVISON Cameras and Lenses NEUTRONLLC.COM 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. V Z 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 NO SURPRISE = NOTHING NEW NOTHING NEW = NO VALUE NEUTRONLLC.COM
  98. 98. To begin with, the brand needs a stand-out name. NEUTRONLLC.COM
  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 NAME deserves GREAT GRAPHICS . NEUTRONLLC.COM
  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 Notices the package 2 Asks “What is it?” 3 Wonders “Why should I care?” 4 Wants to be persuaded 5 Needs proof NEUTRONLLC.COM
  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 fat 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. VALIDATION means bringing the audience into the creative process. 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 DIRTY. NEUTRONLLC.COM
  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. C U LT I V AT I O N D I F F E R E N T I AT I O N V A L I D AT I O N C O L L A B O R 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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