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Our biggest competitor is ignorance.
8 out of 10 brand touch points are dominated by
language
Most brand owners haven’t tr...
We work with our clients to identify
where brand language creates value.
Top and bottom line
Hard values – not rearranging...
We’re in the business of Value Creation
• With thanks to ‚Why Killer
Products Don't Sell‚
by Ian Gotts and Dominic Rowsell
The process for any new project
Identify Mentor Position Assessment Case Transaction
Identify
Someone spots
an idea that
could improve
the business
Mentor
A mentor is
appointed*
Position
The value of
the idea is
positioned to
everyone else
Assessment
The new
idea is
tested…hard
Case
A fully
quantified
business case is
made
Transaction
If the case is
good, then
people are
ready to buy
What’s different with
a verbal identity project?
We get involved much earlier,
at ‘Mentor’ stage – the case is not proven
...
Be prepared…
to contribute
as much to the
‚conversation of possibilities‛
as we do.
Mentor
A mentor is
appointed*
A Mentor cannot be
the project Sponsor
The case is not proven…this will take time
Mentors have time, Sponsors have budget
...
Be prepared…
Don’t expect case studies of how other people did
it…not many people have done this.
To out-perform your comp...
We will be prepared…
We aim to know your market as well as you
But we can also see the opportunities in your market,
becau...
VERBAL IDENTITY by Verbal Identity
VERBAL IDENTITY by Verbal Identity
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VERBAL IDENTITY by Verbal Identity

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VERBAL IDENTITY by Verbal Identity, The Magic and Mechanics of Brand Language

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Transcript of "VERBAL IDENTITY by Verbal Identity"

  1. 1. Our biggest competitor is ignorance. 8 out of 10 brand touch points are dominated by language Most brand owners haven’t tracked where brand language is having an impact
  2. 2. We work with our clients to identify where brand language creates value. Top and bottom line Hard values – not rearranging the flowers on reception
  3. 3. We’re in the business of Value Creation • With thanks to ‚Why Killer Products Don't Sell‚ by Ian Gotts and Dominic Rowsell
  4. 4. The process for any new project Identify Mentor Position Assessment Case Transaction
  5. 5. Identify Someone spots an idea that could improve the business
  6. 6. Mentor A mentor is appointed*
  7. 7. Position The value of the idea is positioned to everyone else
  8. 8. Assessment The new idea is tested…hard
  9. 9. Case A fully quantified business case is made
  10. 10. Transaction If the case is good, then people are ready to buy
  11. 11. What’s different with a verbal identity project? We get involved much earlier, at ‘Mentor’ stage – the case is not proven We work with our clients to identify where this project will add value for them
  12. 12. Be prepared… to contribute as much to the ‚conversation of possibilities‛ as we do.
  13. 13. Mentor A mentor is appointed*
  14. 14. A Mentor cannot be the project Sponsor The case is not proven…this will take time Mentors have time, Sponsors have budget (but no time)
  15. 15. Be prepared… Don’t expect case studies of how other people did it…not many people have done this. To out-perform your competitors, you’ll need to out- think them. Go against accepted wisdom.
  16. 16. We will be prepared… We aim to know your market as well as you But we can also see the opportunities in your market, because we know what our products and services can offer.
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