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Brand coaching v01

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an alternative approach that makes branding direct, effective and simple for new business ventures and smaller enterprises with big visions

an alternative approach that makes branding direct, effective and simple for new business ventures and smaller enterprises with big visions

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  • 1. © ampersand, September 2013 brand coaching a direct, effective and simple way for new business ventures or small enterprises with big visions to create their own brands
  • 2. © ampersand, September 2013 entrepreneur are you?
  • 3. © ampersand, September 2013 to brand or not to brand
  • 4. © ampersand, September 2013 too expensive! it takes time!
  • 5. © ampersand, September 2013 true
  • 6. © ampersand, September 2013 not much use – we’re new, we’re small
  • 7. © ampersand, September 2013 yes, things cannot wait, we want to get the ball rolling too, let’s see there’s an effective way…
  • 8. © ampersand, September 2013 ultimately, it’s all about what you really want
  • 9. © ampersand, September 2013 again, it’s all about what you really want
  • 10. © ampersand, September 2013 me?
  • 11. © ampersand, September 2013 ain’t guru!
  • 12. © ampersand, September 2013 ain’t consultant!
  • 13. © ampersand, September 2013 ain’t ‘doctor’!
  • 14. © ampersand, September 2013 just a coach
  • 15. © ampersand, September 2013 a brand designer
  • 16. © ampersand, September 2013 why should my business care about brand at all?
  • 17. © ampersand, September 2013 Coke’s market cap including brand value US$123 Billion Coke’s market cap not including brand value US$68 Billion Source: Financial Time 28 April 2010 World brands special report ok, we know this is not up-to-date an often mentioned case
  • 18. © ampersand, September 2013 brand makes your products/services loved/ trusted // makes people come to find you instead of you go find them // makes selling much easier // builds equity // helps you stay away from competiting on price…
  • 19. © ampersand, September 2013 but what is it anyway?
  • 20. © ampersand, September 2013 an advertisement: brand management / brand development budget: HK$5,000 – 10,000 i’m looking for someone who is well versed in product and manufacturing design of hard goods. must have a critical eye, strong organizational and communication skills. daily work will be within a number of cross-functional teams to create a clear...
  • 21. © ampersand, September 2013 a brand is not its advertisement, logo, marketing, packaging, product, retail, web site…
  • 22. © ampersand, September 2013 perception installation how you want you to be perceived => customers are more likely to buy
  • 23. © ampersand, September 2013 ‘consumers were not rational decision makers and could be influenced by suggestion and emotion’ – Walter Dill Scott, The Theory of Advertising
  • 24. © ampersand, September 2013 a lot of money and time spent on advertising, marketing and PR is to influence how people perceive you // without knowing how you want to be perceived, there is no way to frame how others perceive you
  • 25. © ampersand, September 2013 know yourself
  • 26. © ampersand, September 2013 brand image how people perceive you out of control brand identity how you want to be perceived manageable
  • 27. © ampersand, September 2013 personathe psychology of brand
  • 28. © ampersand, September 2013 how you present yourself persona yourself ego individualisation… how you are seen external world
  • 29. © ampersand, September 2013 not this way
  • 30. © ampersand, September 2013 it’s not about pretending someone you are not g a p
  • 31. © ampersand, September 2013 but bringing out the best in yourself, be yourself
  • 32. © ampersand, September 2013 then you can shine
  • 33. © ampersand, September 2013 ‘think before you brand’ – a large Taiwanese brand consultancy
  • 34. © ampersand, September 2013 we kind of agree
  • 35. © ampersand, September 2013 the thing is how much thinking
  • 36. © ampersand, September 2013 the pareto principle 20/80
  • 37. © ampersand, September 2013 in reality, many consultants 80/20thinking doing
  • 38. © ampersand, September 2013 how about 50/50
  • 39. © ampersand, September 2013 doing the right thing vs doing things right
  • 40. © ampersand, September 2013 coaching
  • 41. © ampersand, September 2013 what other brand coaches said coaching, not consulting // your team has the expertise, co-creates and owns the strategy, implements the action plan; brand coach is your team’s mental sparring partner, has general experiences across sectors, facilitate your team’s actions // clients to discover, express and live their brands, brand coaches employ coaching models to engage clients in looking at their own brands co-creatively // coaching tools and techniques help clients get beyond their thinking, to discover and express their brand
  • 42. © ampersand, September 2013 ‘is it really useful?’
  • 43. © ampersand, September 2013 ‘business coaching is attracting America’s top CEOs […] when asked for a conservative estimate of monetary payoff from the coaching they got […] managers described an average return of more than $100,000’ – Fortune Magazine // ‘28% of coaching clients boosted quantifiable job performance by $500,000 to $1 million / a large employer in the hospitality industry saved between $30 million and $60 million by coaching its top 200 executives / one coaching firm saved their clients $100,000 by retaining two key executives, improved efficiency for account managers and improved sales in excess of $250,000, improved customer retention and satisfaction that resulted in savings of more than $100,000’ – Chemistry Business magazine, Analysis of the 1999 Survey on Coaching in Corporate America more statistics to share upon request
  • 44. © ampersand, September 2013 coaching session: your own brand!
  • 45. © ampersand, September 2013 what you really want
  • 46. © ampersand, September 2013 about the current situations of your business…
  • 47. © ampersand, September 2013 imagine there is no limitation at all, everything is possible, what do you want your business to be/do?
  • 48. © ampersand, September 2013 what do you want your business to be/do, that is possible in the foreseeable future?
  • 49. © ampersand, September 2013 what is the importance/purpose for you to achieve this? what is so good for you to achieve it?
  • 50. © ampersand, September 2013 what is in between what you are/do now and what you want to achieve?
  • 51. © ampersand, September 2013 about what do you want to do with your brand/business, what is the biggest obstacle/problem? what is the biggest opportunity for you to do it?
  • 52. © ampersand, September 2013 having achieved what you want to achieve, what will you think/do? what will be the differences?
  • 53. © ampersand, September 2013 needs
  • 54. © ampersand, September 2013 Maslow’s hierarchy of needs physiological needs › clothing › food › place to sleep › Transportation safety needs › personal security › financial security › health love and belonging › friendship › intimacy › family esteem › confidence › respect of others › success self-actualisation › creativity › quest for truth › morality › spirituality
  • 55. © ampersand, September 2013 the fatal four by Roy Garn › self-preservation › romance › money › recognition
  • 56. © ampersand, September 2013 the five buttons by Elmer Wheeler › importance › appreciation › approval › ease › success
  • 57. © ampersand, September 2013 26 reasons people buy by Joe Vitale: › to make money › to save money › to save time › to avoid effort › to get more comfort › to achieve greater cleaniness › to attain better health › to escape physical pain › to gain praise › to be popular › to attract opposite sex › to conserve possessions › to increase enjoyment › to gratify curiosity › to protect family › to be in style › to have or hold beautiful possessions › to satisfy appetite › to emulate others › to avoid trouble › to avoid criticism › to be individual › to protect reputation › to take advantage of opportunities › to have safety › to make work easier
  • 58. © ampersand, September 2013 knowing what people need,what do you do that you want to make a point?
  • 59. © ampersand, September 2013 are you selling? entertaining? healing? who are others? what they do?
  • 60. © ampersand, September 2013 accomodating vs professional affordable vs expensive desire vs satisfaction fast vs quality functional vs psychological healthy vs pleasurable popular vs different mainstream vs avant-garde
  • 61. © ampersand, September 2013 x is a d that provides b to ta in m
  • 62. © ampersand, September 2013 you know your vision, mission and values, you know your positioning…
  • 63. © ampersand, September 2013 what’s next then?
  • 64. © ampersand, September 2013 branding brand design brand building
  • 65. © ampersand, September 2013 branding ≠ brand design ≠ brand building
  • 66. © ampersand, September 2013 what are they? and who does what?
  • 67. © ampersand, September 2013 branding ≠ brand design ≠ brand building what › research › analysis › strategy › brand guidelines who › brand consultancy what › brand identity › all kinds of design that contribute to the whole brand who › brand design firm what › all activities that build brand who › ad agencies › design department/company › in-house departments › PR firms…et cetera
  • 68. © ampersand, September 2013 everybody claims to be brand consultant!
  • 69. © ampersand, September 2013 brand is a holistic effort!
  • 70. © ampersand, September 2013 two commonly used models
  • 71. © ampersand, September 2013 the in-house approach
  • 72. © ampersand, September 2013 the consultancy approach
  • 73. © ampersand, September 2013 Research, strategy Design Uncovering Step1 Resarch > Internalviews > Customer views > Market overview Understanding Step2 Essence > Establish brand essencethrough a seriesof exercises suchas the ‘brand wheel’ Actualising Step5 Identity > Visualidentity > Applicationguidelines Step3 Positioning > Brand positioning > Corevalue > Brand vision > Brand mission Step4 Expression > Visuallanguage > Tone-of-voice a sample process
  • 74. © ampersand, September 2013 how much does it cost?
  • 75. © ampersand, September 2013 Cathay Pacific in the1990s: HK$24,000,000
  • 76. © ampersand, September 2013 small French dessert shop in Hong Kong, 2013 HK$1,000,000
  • 77. © ampersand, September 2013 US market prices,2007 in HK$ low-end high-end name 78,000 585,000 logo 27,300 117,000 core brand presentations 78,000 1,950,000+ (collateral, website…etc) ad 78,000 7,800,000+ annually signage, vehicles, packing 156,000 1,950,000+ annually
  • 78. © ampersand, September 2013 in fact, there is no standard
  • 79. © ampersand, September 2013 world’s famous brands in HK$ year price BBC 1997 14,040,000 Coca-Cola original design 0 in 1885 Google original design 0 in 1998 Nike 1975 273* London Olympic 2012 2007 4,875,000 Pepsi Coke 2008 7,800,000
  • 80. © ampersand, September 2013 companies who can afford such self knowing process are already quite successful
  • 81. © ampersand, September 2013 important for SMEs and startups to become successful first
  • 82. © ampersand, September 2013 brand affinity, brand assets, brand attributes, brand awaress, brand, brand audit, brand DNA, brand expansion, brand equity, brand extension, brand interest, brand personality, brand platform, brand power, brand reinforcement, co-branding, differentiation, endorser brand, brand guidelines, brand identities, brand image, brand loyalty, brand management, brand personality, brand positioning, brand revitalisation, brand strategy…& blah
  • 83. © ampersand, September 2013 ‘our business is infested with idiots who try to impress by using pretentious jargons’ – David Ogilvy
  • 84. © ampersand, September 2013 ‘some people believe that through thorough, systematic and careful research, you can arrive at a creative conclusion that will be successful in the market place. i don’t [...] research is useful in telling you what people currently think and feel, but it’s not much use at directing the creative process [...] the very best, most effective ideas come from inside the heads of creative people. this is true not only in branding, but in any creative activity – the theatre, the cinema, TV – and even advertising’– Wally Olins, world class brand guru
  • 85. © ampersand, September 2013 ‘you can’t survive floating on the tide, assessing the competition, conducting surveys to find out what your customers want right now’ – Jesper Kunde, A Unique Moment
  • 86. © ampersand, September 2013 story time: Unilever’s soap packaging factory in China
  • 87. © ampersand, September 2013 creativity + effectiveness
  • 88. © ampersand, September 2013 ‘the best way to predict the future is to create it’ – Peter Drucker
  • 89. © ampersand, September 2013 ‘direct, effective and simple’ ‘minimum movement, maximum effect’ – two main concepts from Bruce Lee’s Jeet Kune Do philosophy
  • 90. © ampersand, September 2013
  • 91. © ampersand, September 2013 things change faster, faster and faster
  • 92. © ampersand, September 2013 formality/standard procedures = ‘flowery movements’
  • 93. © ampersand, September 2013 the creative approach
  • 94. © ampersand, September 2013 you know your positioning, you have a strategy, start doing
  • 95. © ampersand, September 2013 brand strategy?
  • 96. © ampersand, September 2013 brand platform (brand vision, brand mission, brand values and brand personality), brand positioning, brand promise…and blah
  • 97. © ampersand, September 2013 make it simple…
  • 98. © ampersand, September 2013 A Bwho you are the method who you wanna be
  • 99. © ampersand, September 2013 business strategy vision, mission, values…etc
  • 100. © ampersand, September 2013 business strategy vision, mission, values…etc brand strategy brand platform, brand personality, brand positioning, brand promise…etc
  • 101. © ampersand, September 2013 business strategy vision, mission, values…etc brand strategy brand platform, brand personality, brand positioning, brand promise…etc brand DNA brand building brand identity experiences through advertising, marketing, PR…
  • 102. © ampersand, September 2013 business strategy vision, mission, values…etc brand strategy brand platform, brand personality, brand positioning, brand promise…etc marketing strategies goals, objectives…etc etc brand DNA brand building brand identity experiences through advertising, marketing, PR…
  • 103. © ampersand, September 2013 business strategy vision, mission, values…etc brand strategy brand platform, brand personality, brand positioning, brand promise…etc marketing strategies goals, objectives…etc etc brand DNA brand building brand identity experiences through advertising, marketing, PR… advertising, eDMs, exhibitions, marketing collaterals, promotion, outdoor PR…etc etc goals, objectives…etc etc
  • 104. © ampersand, September 2013 have you seen something like this? business strategy vision, mission, values…etc marketing strategies goals, objectives…etc etc advertising, eDMs, exhibitions, marketing collaterals, promotion, outdoor PR…etc etc goals, objectives…etc etc
  • 105. © ampersand, September 2013 turning abstract into actual
  • 106. © ampersand, September 2013 visual identity verbal identity brand DNA experiences brand name description positioning tag nomenclature tone of voice logo/signature graphic elements packaging retail environment web presence advertisements customer services interna marketing PR activities
  • 107. © ampersand, September 2013 the briefthe abstract where you are where you want to get what to do to get there verbal identity visual identity experiences the actual
  • 108. © ampersand, September 2013 powerof words!
  • 109. © ampersand, September 2013 Adidas Impossible is nothing Nike Just do it Apple Think different Brother At your side Dell Easy as Dell eBay The power of all of us GE Imagination at work Intel Intel Inside LG Life’s good Nokia Connecting people Panasonic Ideas for life Samsung Next is what? Burger King Have it your way McDonald I’m Lovin’ It Subway Eat fresh DHL We move the world FedEx The world on time
  • 110. © ampersand, September 2013 lookthat matters!
  • 111. © ampersand, September 2013
  • 112. © ampersand, September 2013
  • 113. © ampersand, September 2013 total experiences!
  • 114. © ampersand, September 2013
  • 115. © ampersand, September 2013 P&G Coca-Cola Nestlé GM by planning Starbucks Bodyshop Disney Google by customer experience Calvin Klein BMW Absout by imagery LV Nike Prada Swatch Apple by self- expression different ways to build brand
  • 116. © ampersand, September 2013 brand experts said: Cafe de Coral = young H&M/Uniqlo/Zara = cheap+fast Muji = quality+Blue Ocean Strategy Ocean Park/Vitasoy = heritage …and so on…
  • 117. © ampersand, September 2013 let’s have a look…
  • 118. © ampersand, September 2013 nature and science = USP?
  • 119. © ampersand, September 2013 Thann: the art and science of natural therapy? ‘the success of Thann is due to unique product and retail design!’ – Tony Suppattranont
  • 120. © ampersand, September 2013 Jurlique: nature+science? beauty!
  • 121. © ampersand, September 2013 heritage?
  • 122. © ampersand, September 2013 Kee Wah: old Hong Kong heritage? modernise!
  • 123. © ampersand, September 2013 Shanghai Vive a legend rebranded. luxury? what you think?
  • 124. © ampersand, September 2013 what made these brands really work: personality
  • 125. © ampersand, September 2013 For Strange Women: 100% natural+antique styles +handmade+traditional techniques…blah. ok… personality!
  • 126. © ampersand, September 2013 know yourself
  • 127. © ampersand, September 2013 what you really want to be to do to have
  • 128. © ampersand, September 2013 ‘what do you want? what do you want to tell the world in the future? what does your company have that will enrich the world? you must believe in that“it”strongly enough to become unique at what you do’ – Jesper Kunde, A Unique Moment
  • 129. © ampersand, September 2013 a good reason to get professional help is to put abstract into actual // use what people are good at
  • 130. © ampersand, September 2013 thank you
  • 131. © ampersand, September 2013 this document is provided free-of-charge with the purpose of introducing alternative ideas and methods that use creatvitiy and design to help business these are not supposed to be ‘standard’ ideas and methods in the mainstream, but as situations change fast in the knowledge economy, we believe businesses will need to be prepared to think and act differently should any enterprise be interested in hiring our services including brand design, or supporting us to provide alternative thinking such as this document, we always welcome please feel free to contact us at ampersandhk@gmail.com