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Branding Aquí y Ahora - Ponencia Wally Olins
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Branding Aquí y Ahora - Ponencia Wally Olins

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Branding Aquí y Ahora - Ponencia Wally Olins Branding Aquí y Ahora - Ponencia Wally Olins Presentation Transcript

  • Wally Olins, Mondragon University, 14 June 2007
    • Brands and branding
  • identity and brand
    • where it comes from
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    • internal and external focus
    • academic disciplines
    • corporate strategy marketing communications organisational behaviour
  • vision culture image
    • product
    • environment
    • communication
    • behaviour
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    • corporate identity the effective management of all the different ways an organisation is projected, experienced and perceived
  • products environment communications behaviour idea
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  • “ Today as in the past, BMW stands for innovation, perfection and dependability. Virtues aimed at one ultimate objective - to give sheer driving pleasure wherever you go.” Chairman BMW
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  • “ It is also important for a company like ours to have a vision - an exciting global vision which is technology orientated.” Edzard Reuter Chairman DaimlerBenz
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    • brand architecture
    • branded
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    • endorsed
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    • monolithic
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  • Virgin slide 3 Picture
  • Virgin slide 3 Picture
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  • Branded or Endorsed?
    • attitude
    • the big idea
  • vision culture image big idea
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  • tough
  • winning
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    • get boeing
    • product brand
    • retail brand
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    • service brand
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    • mobile
    • mobile phones infotainment software conferencing global business etc.
  • financial services
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  • Retail bank Picture
    • retail banking home banking phone banking insurance/mortgages private banking corporate banking etc.
    • internet banking
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    • B2B brands
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    • brand extension
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  • indulgence health Brand extension Brand potential on you in you Brand potential
    • Brand extension
    Product Could Couldn’t Environment Experience Mineral water Cosmetics Clothing / footwear Shop Spa Holidays Cola Implants Furniture Internet caf é Weddings
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    • The power of a brand derives from a curious mix of how it performs functionally and what it stands for emotionally.
    • When a brand gets the mix right it adds something to our idea of ourselves.
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    • Why brands fail
    • Changing fashions
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    • Bad management
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    • New technology
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    • Customer in the driving seat
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    • Competition
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    • Where does it fit
    • corporate resources
    • finance
    • investment
    • human resources
    • product quality
    • r&d
    • information technology
    • identity/brand
    • AUDIENCES
    financial community government suppliers competitors employees pressure groups consumers media
    • 95% customer
    5% everybody else
    • where it makes a difference
    • function versus emotion
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  • Wally Olins, Mondragon University, 14 June 2007
    • Eskerrik asko
    • Thank You!