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Branding Aquí y Ahora - Ponencia Wally Olins

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Wally Olins, Mondragon University, 14 June 2007 ,[object Object]
identity and brand
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vision culture image
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products environment communications behaviour idea
 
“ 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
 
 
 
 
 
“ 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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Branded or Endorsed?
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vision culture image big idea
 
tough
winning
 
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financial services
 
 
Retail bank Picture
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indulgence health Brand extension Brand potential on you in you Brand potential
[object Object],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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[object Object],financial community government suppliers competitors employees pressure groups consumers media
[object Object],5% everybody else
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Wally Olins, Mondragon University, 14 June 2007 ,[object Object],[object Object]

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