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Branding Now Sharam May09 (LAHAV program)
Branding Now Sharam May09 (LAHAV program)
Branding Now Sharam May09 (LAHAV program)
Branding Now Sharam May09 (LAHAV program)
Branding Now Sharam May09 (LAHAV program)
Branding Now Sharam May09 (LAHAV program)
Branding Now Sharam May09 (LAHAV program)
Branding Now Sharam May09 (LAHAV program)
Branding Now Sharam May09 (LAHAV program)
Branding Now Sharam May09 (LAHAV program)
Branding Now Sharam May09 (LAHAV program)
Branding Now Sharam May09 (LAHAV program)
Branding Now Sharam May09 (LAHAV program)
Branding Now Sharam May09 (LAHAV program)
Branding Now Sharam May09 (LAHAV program)
Branding Now Sharam May09 (LAHAV program)
Branding Now Sharam May09 (LAHAV program)
Branding Now Sharam May09 (LAHAV program)
Branding Now Sharam May09 (LAHAV program)
Branding Now Sharam May09 (LAHAV program)
Branding Now Sharam May09 (LAHAV program)
Branding Now Sharam May09 (LAHAV program)
Branding Now Sharam May09 (LAHAV program)
Branding Now Sharam May09 (LAHAV program)
Branding Now Sharam May09 (LAHAV program)
Branding Now Sharam May09 (LAHAV program)
Branding Now Sharam May09 (LAHAV program)
Branding Now Sharam May09 (LAHAV program)
Branding Now Sharam May09 (LAHAV program)
Branding Now Sharam May09 (LAHAV program)
Branding Now Sharam May09 (LAHAV program)
Branding Now Sharam May09 (LAHAV program)
Branding Now Sharam May09 (LAHAV program)
Branding Now Sharam May09 (LAHAV program)
Branding Now Sharam May09 (LAHAV program)
Branding Now Sharam May09 (LAHAV program)
Branding Now Sharam May09 (LAHAV program)
Branding Now Sharam May09 (LAHAV program)
Branding Now Sharam May09 (LAHAV program)
Branding Now Sharam May09 (LAHAV program)
Branding Now Sharam May09 (LAHAV program)
Branding Now Sharam May09 (LAHAV program)
Branding Now Sharam May09 (LAHAV program)
Branding Now Sharam May09 (LAHAV program)
Branding Now Sharam May09 (LAHAV program)
Branding Now Sharam May09 (LAHAV program)
Branding Now Sharam May09 (LAHAV program)
Branding Now Sharam May09 (LAHAV program)
Branding Now Sharam May09 (LAHAV program)
Branding Now Sharam May09 (LAHAV program)
Branding Now Sharam May09 (LAHAV program)
Branding Now Sharam May09 (LAHAV program)
Branding Now Sharam May09 (LAHAV program)
Branding Now Sharam May09 (LAHAV program)
Branding Now Sharam May09 (LAHAV program)
Branding Now Sharam May09 (LAHAV program)
Branding Now Sharam May09 (LAHAV program)
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Branding Now Sharam May09 (LAHAV program)

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  • 1. It’s the brand, stupid! Hanoch Rabinovitz www.nobi2.com
  • 2. <ul><li>רוקחים ! </li></ul>
  • 3. <ul><li>WHAT is a brand? </li></ul>1
  • 4. <ul><li>This is </li></ul><ul><li>NOT </li></ul><ul><li>a brand? </li></ul>AdiDAs
  • 5. <ul><li>This is </li></ul><ul><li>NOT </li></ul><ul><li>a brand </li></ul>A p p l e
  • 6. <ul><li>a brand </li></ul><ul><li>Is a </li></ul><ul><li>SHORTCUT </li></ul>
  • 7. <ul><li>a brand </li></ul><ul><li>Is NOT what you say it is </li></ul>
  • 8. <ul><li>it what they say </li></ul><ul><li>it is </li></ul><ul><li>Marty Neumeier </li></ul>
  • 9. <ul><li>It’s Alive ! </li></ul><ul><li>In the consumer’s MIND </li></ul>MIND set The brand consumer
  • 10. <ul><li>To the </li></ul><ul><li>Consumer’s </li></ul><ul><li>MINDSET </li></ul>
  • 11. POSITION 2
  • 12. <ul><li>Who’s your audience? </li></ul><ul><li>Who are your enemies? </li></ul><ul><li>Where do you want to be? </li></ul>
  • 13. YOUR ENEMIES
  • 14. <ul><li>Where </li></ul><ul><li>do you </li></ul><ul><li>want to be? </li></ul>Commodity Prime $ Market share
  • 15. <ul><li>So... </li></ul><ul><li>what is it for me ? </li></ul><ul><ul><li>שירות רציף </li></ul></ul><ul><ul><li>וקבוע </li></ul></ul>אמינות זמן ביטחון תנאי המתנה בתחנות עלות משתלמת שירות נוחות נגישות שילוביות <ul><ul><li>יחס הנהג </li></ul></ul>Pass nger e A
  • 16. FOCUS 3
  • 17. Who you are? What do you do? Why does it matter?
  • 18. Who you are?
  • 19. mmm… What do you do?
  • 20. We Promise! simple
  • 21. simple
  • 22. probably E=MC 2 different
  • 23. Different! Lebatzbetz?
  • 24. Probably the best beer in the world relevant
  • 25. <ul><li>Get local! </li></ul>Oh! Fiat Nova! Ah-Ah! Fiat No-Va!
  • 26. <ul><li>Focus </li></ul><ul><li>and </li></ul><ul><li>Win! </li></ul>
  • 27. HISTORY 4
  • 28. What’s in it for me? Utility What in it? Features What does it do? Benefits How do you feel? Experience Who You Are? Identity
  • 29. <ul><li>what is it for me ? </li></ul>שים פז ותרוויח What’s in it for me? What in it? Features What does it do? Benefits How do you feel? Experience
  • 30. <ul><li>14 th Century </li></ul><ul><li>Hottest brand </li></ul>
  • 31. <ul><li>2008 </li></ul><ul><li>Hottest brand </li></ul>
  • 32. <ul><li>May 2009 </li></ul><ul><li>Hottest brand </li></ul>
  • 33. NEW RULES 5
  • 34. Old school brand marketing target audience
  • 35. Old school ways <ul><li>Print/TV ads </li></ul><ul><li>Telemarketing </li></ul><ul><li>Tradeshows </li></ul><ul><li>Seminars </li></ul><ul><li>Direct mail </li></ul>customers sales Prospects
  • 36. Today It’s just me and us 1950 1960 1970 1980 1990 2000 2010
  • 37. no one’s in charge! blablabla
  • 38. no one’s in charge! bla! bla bla!
  • 39. New brand image! BLOGS SOCIAL REACT!
  • 40. New marketing! BLOGS SOCIAL REACT! 2 Listening 3 REWARD 1 Truth!
  • 41. <ul><li>GOD </li></ul><ul><li>Is </li></ul><ul><li>Dead! </li></ul>
  • 42. YOU CLIENT COMPETITOR
  • 43. Engage 6
  • 44. New ways to be there 1,600,000 Readers 500,000 Readers 800,000 Readers 1,200,000 Readers
  • 45. New opinion leaders
  • 46. Listen
  • 47. … and engage
  • 48. <ul><li>Pharma twitt </li></ul>
  • 49. commute
  • 50. Get naked
  • 51. Socialize
  • 52. Co- Brand
  • 53. <ul><li>Set a buzz! </li></ul>
  • 54. uTube? Set a buzz!
  • 55. <ul><li>COMMITMENT </li></ul>
  • 56. צור מותג ושמו - אתה : מומחיות שורדת יותר ממוצר אותה סחורה לכולם - אבל לא אותם מדפים היה רלוונטי . מי שלא רץ מהר נשאר במקום מקסם את המומחיות שלך – ייעוץ , עצות , טיפים צור קהילה : תוכן , תוכן , תוכן <ul><li>Tips… </li></ul>
  • 57. Dawn French in “Love And Other Disasters” (2007) See the clip on YouTube

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