Brand Building - Creating Provocative Brands People Care About.

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From Brand Building to Brand Action

Published in: Marketing, Business

Brand Building - Creating Provocative Brands People Care About.

  1. 1. LETS DISPELL A FEW MYTHS
  2. 2. A BRAND IS NOT A LOGO
  3. 3. A BRAND IS NOT AN IDENTITY
  4. 4. A BRAND IS NOT A PRODUCT
  5. 5. WHAT IS A BRAND?
  6. 6. A BRAND IS A PERSON’S GUT FEELING ABOUT A PRODUCT, SERVICE OR ORGANIZATION.
  7. 7. IT’S NOT WHAT YOU SAY IT IS. IT’S WHAT THEY SAY IT IS!
  8. 8. THE 4C’s OF MARKETING CUSTOMERS: Know Your Customers COMPETITION: Know Your Competition COMPANY: Know Your Company & Employees CATEGORY: Know your industry of category
  9. 9. CUSTOMERS: Know Your Customers COMPETITION: Know Your Competition COMPANY: Know Your Company & Employees CATEGORY: Know your industry of category §  §  §  §  §  Who Are your customers? How do they FEEL about you? What is important to them? What defines them? What Are Their unmet needs?
  10. 10. Human Emotions Science: Abraham Maslow s Hierarchy of Needs
  11. 11. CUSTOMERS: Know Your Customers COMPETITION: Know Your Competition COMPANY: Know Your Company & Employees CATEGORY: Know your industry of category §  §  §  §  §  Who is your competition? What are their strengths What are their weaknesses? What are they known for? Why do people care about them?
  12. 12. CUSTOMERS: Know Your Customers COMPETITION: Know Your Competition COMPANY: Know Your Company & Employees CATEGORY: Know your industry of category §  §  §  §  §  What does your business stand for? What make your business different? Do you have a working philosophy or mantra? What is your culture? How do you want to make people feel?
  13. 13. CUSTOMERS: Know Your Customers COMPETITION: Know Your Competition COMPANY: Know Your Company & Employees CATEGORY: Know your industry of category §  What are the rules of your industry? §  What are the emerging trends in your industry? §  How do you reframe them or change a convention?
  14. 14. Innocent! Regular ! Guy / Girl! Explorer ! Sage! Hero! Outlaw! 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. Magician! Lover! Jester! Caregiver! Creator! Ruler!
  15. 15. 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. NEEDS! DESIRE! I will feel sexy ! I need a high-heel ! Cultural ! >! Relevance! I need it Meaning! >! Emotional ! Connection! Jimmy Choo is a hip & fashionable brand ! I Want It I Will Take It =! Loyalty! Jimmy Choo can also guess my other needs ! I Will Take More
  16. 16. DEVELOP A UNIQUE PROPOSITION e.g. FROM Selling a haircut ! TO Selling Self-esteem
  17. 17. ~ JOANNA PENA-BICKLEY Chief Creative Officer | www.matterww.com @jojobickley NEW YORK, NEW YORK

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