Building A Brand: creating provocative brands that people care about. From brand architecture to fulfilling emotional needs to the path through purchase this is a creative guide to developing brand ideas.
YOUR BRAND S GENETIC CODE
every great brand has substance. a brand s DNA is timeless. a brand s
blue print is a unique set of values that originally deﬁned them.
Great brands can remain relevant through creativity.
WHO ARE YOU?
all great brands have human attributes. a brand is the
sum of the good, the bad, and the ugly.
your brand s DNA is not strictly about the product, service, the past or even
about research -- its about tapping in to an essence or story that deﬁnes who you
are to the people that matter most, your core customers.
WHAT DO YOU STAND FOR?
take a stand and be clear. decide early and stay true to that mission.
YOUR BRAND S MANTRA
man⋅tra –noun Hinduism. a word or formula, as from the Veda, chanted or sung as an incantation or
prayer. In the Indian religions, a mantra is a sound, syllable, word, or group of words that are
considered capable of "creating transformation”
in branding, a mantra is capturing the irrefutable essence of
spirit of a brand’s positioning. a brand mantra is not slogan,
tag-line or even a campaign idea. It is the touchstones
expressed in marketing short-hand.
WHAT DOES YOUR BRAND LOOK LIKE?
a part of your DNA contains what you look like to others. what are your core physical
attributes? through design you can have visual meaning.
IS YOUR BRAND USEFUL?
all people have a mission. how will your brand appeal to a persons mission?
your uses must appeal to both the emotional and practical sides of a consumers essential needs.
Mantra: Healthy Living
Emotional: Improves self-esteem
Practical: Weight loss
Mantra: Authentic Athletic Performance
Emotional: Advance my athletic prowess
Practical: Improve athletic performance
Mantra: Quality Home Entertainment
Emotional: Rewards me with social intelligence
Practical: Provides provocative entertainment
WHAT ARE YOU GOOD AT?
you cannot be great at everything. what do you promise and how do you deliver it?
be great at one thing then expand from there. from your mobile applications to the
design of your website, to how you speak to the public in your advertising, you must
be true to your core purpose.
Michael Jordan + Basketball Michael Jordan + Basketball + Nike
OWN YOUR EMOTION
don t tell me !
how to feel.!
just make me feel
when you transcend a product or service a relationship
can be built with your customers.
Science: Abraham Maslow s Hierarchy of Needs
EMOTIONAL PATH THROUGH PURCHASE
emotionally driven brands need to be visionary, integrated, visceral and reﬂective of a true
commitment to the personal values of its core consumers. value is not built through price alone.
Loyalty!>! >! =!
I need a high-heel !
Jimmy Choo is a hip
& fashionable brand !
I will feel sexy !
Jimmy Choo can also
guess my other needs !
I need it I Want It I WillTake It I WillTake More
EMOTIONAL TERRITORIES ARE RICH – STAY TRUE TO ONE.
WHAT S YOUR STORY?
everyone & everything has one. there are only 12 to speak of.
if you buy in to Carl Gustav Jung's theories there are 12 core "archetypes". They are
universal, mythic characters reside within the collective unconscious of people the world
over. Archetypal images represent fundamental human desires and evoke deep
emotions. The 12 archetypes symbolizes a basic human need, aspiration or motivation.
Guy / Girl! Explorer ! Sage!
Magician! Lover! Jester! Caregiver! Creator!
great brands have great leadership at the top and in the trenches. it s
everyone s job. marketers are the yin(the left brain). a good agency is the
yang (the right brain). the left and right brain thinking within a company
will profoundly inﬂuence what kind of brand it builds.
WHO ARE YOUR FRIENDS ?
friends, associations and partnerships help deﬁne who your are to
others. Your connections are your path to a larger audience.
BRAND FRIENDSHIPS THAT WORK
BUILDING BRAND ADVOCATES
people who buy your products and their stories, conversations, recommendations
and perceptions are the most powerful branding tools. remember we are product
marketers. consumers are the real brand managers.
BRAND LAUNCH & DISTRIBUTION
the new creative agency must be image builders with technical prowess to publish at a
moments notice, with inﬂuential connections to the outside world. it must also be able to
measure response, listen to comments and evolve as the audience evolves.
TV + !
+ Retail! Direct Mail!
Chief Creative Oﬃcer | www.matterww.com
NEW YORK, NEW YORK