Brand Masterclass Week One


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This is the first session (Sep 4) of our Free Open Advanced Branding Masterclass at Pls rememebr no books are needed. We will forward additional reading material for all registered participants.

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Brand Masterclass Week One

  1. 1. OPEN SOURCE Session One : What is a Brand? Definitions and taxonomies. Idris Mootee CEO Idea Couture Inc. 1 Sept 3, 2007
  2. 2. All brand names mentioned and logos included in this presentation are registered trademarks of their respective owners and are legally protected. Their inclusion in this presentation is only for the purpose of illustration, criticism and analysis. Disclosure: Starbucks, Nike, Kitchen Aid, Jordan, Virgin, BMW, Nintendo, Crate & Barrel are clients of Blast Radius Inc. which I was formerly employed as Senior VP and Chief Strategist. The mentioning of these names is solely for academic purposes and should not be considered as case studies. The material here was prepared solely with public information supported by the author’s analysis during the writing of book 60-Minite Brand Strategist which was published in four languages. Other brand names including Levis, Apple, Mercedes Benz, Sony, Coca Cola, Macys, Target, Daimler Chrysler mentioned here were at some point were clients of firms which I was formerly employed or co- founded. No confidential or proprietary information were used or disclosed here . This series of presentation is designed to provide relevant and up-to-date information for brand and marketing practitioners and it should not be used in marketing or rendering of professional services. Some rights reserved. Idris Mootee 2001-2007. Presentation can be freely embedded in any website or blog under creative commons license with prohibition of any commercial use. 2
  3. 3. What is a Brand? Exercise: Think about the following statements and see to what extend do you agree or disagree with them. There is no right or wrong answers. 3
  4. 4. What is a Brand? 1. Is it the personification of an organization, product or service? 4
  5. 5. What is a Brand? 2. Is it the source of a promise to the customer? Or is it a trust mark? 5
  6. 6. What is a Brand? 3. Is it a set of associations that enhance or detract from the related product or service? 6
  7. 7. What is a Brand? 4.Is it the main source of emotional connections with customers? 7
  8. 8. What is a Brand? 5. Is it something that should drives the design of the ‘total customer experience’? 8
  9. 9. What is a Brand? 6. Is it the single idea or concept or imbedded in the mind of the customer? 9
  10. 10. Here are some point of views: 10
  11. 11. Branding is often confused with a lot things such as advertising or corporate identity. The problem is, companies are still turning to branding as a panacea. Sometimes branding becomes a way to obfuscate relative sameness or make unfulfillable promises, instead of discovering, communicating uniqueness or as a vehicle to inspire greatness. 11
  12. 12. Building Strong Brands: Three key requirements. 1. Trust between Brand and Consumer 2. Common Identity between Brand and Consumer 3. Point of Difference between Brands in a Set 12
  13. 13. “A brand is the ‘personification’ of a product, service, or even entire company. Like any person, a brand has a physical ‘body': in P&G's case, the products and/or services it provides…… like a person, a brand must mature and change its product over time. But its character, and core beliefs shouldn't change.” - Robert Blanchard, former P&G executive 13
  14. 14. “Like human beings, all brands are born equal. The trick is the same, to prove one isn’t. Branding is the art and science of identifying and fulfilling human physical and emotional needs by capturing their attention, imagination and emotion.” - Idris Mootee Strategy Consultant 14
  15. 15. “The art of marketing is the art of brand building. If you are not a brand, you are a commodity. Then price is everything and the low-cost producer is the only winner.” - Philip Kotler Kellogg 15
  16. 16. In the world in which brands rule, products are no longer bundles of functional characteristics but rather a means to create meanings. Thanks to the Internet and the web 2.0, information abundance is so great that it becomes an overload — more than anyone can digest. 16
  17. 17. A product is something that is made in a factory; a brand is something that is made up of trust and relationships. A product is an object; a brand is a personality. A product is sold by a merchant; a brand is bought by a customer. A product can be easily copied by a competitor; a brand is unique. 17
  18. 18. Product proliferation creates so many choices that they overload our ability to differentiate or choose what we value — so how do we choose? Brands help us choose. Brands are invaluable tools to break through clutter and help us make choices. 18
  19. 19. What Brand is Not: Exercise: Think about the following statements and see to what extend the people around you still mistaken brands as solely what is mentioned here. 19
  20. 20. What Brand is Not: 1.Trade marks (these are legal properties) 20
  21. 21. What Brand is Not: 2. Mission statement (this is a reminder). 21
  22. 22. What Brand is Not: 3. Logo or slogan (these are your signatures). 22
  23. 23. What Brand is Not: 4. Product or service (these are the tangibles). 23
  24. 24. What Brand is Not: 5. Advertising (they only deliver your messages) 24
  25. 25. What is the starting point of a Brand strategy? Exercise: Try answer the following three questions for a brand that you know well or deeply attached for whatever reasons. 25
  26. 26. Ask these questions: 1. What is the deep need that we satisfy? What is our raison d'être ? 26
  27. 27. Ask these questions: 2.What is our core competence? What are we really good at ? 27
  28. 28. Ask these questions: 3.What is reason for this brand to exist in this world? 28
  29. 29. Ask these questions: 4.What is the role of branding within the context of business strategy? See the brand taxonomy matrix in the following slide Exercise: The following is a brand taxonomy framework that is used to discuss and identify fundamentally different entry point to developing a brand strategy. 29
  30. 30. Brands focus on their meanings and values rather than functions Brands tightly Brands have almost identified with the become product- product or range independent of products Brands focus largely on their core functions and purposes 30
  31. 31. Do not make the mistake of Corporate Internal letting your brand image Strategy Branding taking over and become the brand identity. It’s only one part of the equation - not the whole equation. Brand Strategy Brand Service Identity Design Brand Images Brand Attributes Brand Associations Exercise: Think about how often people mistakenly let the brand image drive the brand strategy. In your opinion, what is wrong with this? 31
  32. 32. Decision Map for Brand Choices Does the brand currently serve strategically (size and profitability) important or attractive segments? Yes No Are there any other strategic Does the brand qualify as a reasons to retain the brand? Leadership Brand ? Yes No Yes No Does it add value to other Does the brand have the potential to Can the brand be leveraged existing brands or in new markets? become a Leadership Brand? businesses? Yes No Yes No Does it add value to Are we willing or can Is there a reason to keep or other existing brands further develop a brand in we afford to invest in this category? or businesses? the brand? Yes No Yes No Keep as Niche Brand Leadership Develop into Yes Brand Leadership Brand Yes No No Can the brand be Spin-off or extended as a Divest Yes No product line? Roll-up Brand Product-line 32
  33. 33. Session one of eight. OPEN SOURCE 33