The World's Most Important Brand Has Your Name On It is part of the Marketing Management course under Prof. Remigio Joseph De Ungria, MBA of the Ateneo Graduate School of Business

1. The World’s Most
Important Brand has
YOUR Name on it
High Performance,
Highly Personal Marketing
vCOACH Bong De Ungria
Nov. 2010
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vCoach

2. Outline
Your personal brand should
be a top priority for you!
1. Why?
2. How?
3. Sample
4. Scoring
5. Tips to Win http://www.businessweek.com/magazine/toc/06_32/B399606globalbrands.htm
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vCoach

3. Outline
Just imagine your life if you
were a top brand…
1. Why?
2. How?
3. Sample
4.
5.
Scoring
Tips to Win
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vCoach
http://www.businessweek.com/magazine/toc/06_32/B399606globalbrands.htm
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vCoach

4. 1. Rationale
Why this branding exercise?
Apple, Microsoft, Coke, IBM, Google are
great brands valued at more than $40
Billion. But their global success has little
impact on you.
For you, the most important brand in the
world is YOU! So, utilize business and
marketing principles to make YOU, the
personal brand, stand out and win.
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vCoach

5. 2. How?
Create lasting images, stories
in the mind of customers…
Use universal symbols and pictures.
Link elements together in a story.
Make the story, compelling, memorable,
unique & extraordinary.
Choose 1 word that you want your
customers to remember…
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vCoach

6. Outline
Your personal brand should
be your priority…
1. Why?
2. How?
3. Sample
4. Scoring
5. Tips to Win
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vCoach

7. vCOACH Bong De Ungria
My Personal Brand Story
Nov 2010
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vCoach

8. This is YOU!
YOU
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9. Like everyone else,
Your feet form an inverted “V”
YOU
V
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vCoach

10. I am a Vcoach whose mission is to
reverse the “V” through Vision-
driven COnsistent ACHievement
YOU
vCOACH
V V
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vCoach

11. When you get it right, the
ATENEO eagle will bring down a
gong to celebrate your success!
YOU
vCOACH
ATENEO- EAGLE
V
GONG
for BONG
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vCoach

12. BUT, when you get it wrong and
drop the ball, then I will un-
grease your gloved hand with…
YOU
vCOACH
ATENEO- EAGLE
V
Un-
Grease GONG
Un-GREASE for BONG
For DE UNGRIA
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vCoach

13. With sunlight from WALTERMART
YOU
vCOACH
ATENEO- EAGLE
V
Un-
Grease GONG
Un-GREASE for BONG
For DE UNGRIA
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vCoach

14. V is for a Vision-driven
Consistent Achievement (VCoAch)
YOU
vCOACH
ATENEO- EAGLE
V
Un-
Grease GONG
Un-GREASE for BONG
For DE UNGRIA
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vCoach

15. VCoAch integrates who you are to
what you do everyday…
YOU
vCOACH
ATENEO- EAGLE
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Un-
Grease GONG
Un-GREASE for BONG
For DE UNGRIA
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vCoach

16. Some outstanding student
personal brand stories
Compressed in single slides
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vCoach

17. OK Chino Ibarra- Stradcom
Sun
China
OK
e-Barrack
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IT Pro
vCoach

18. CORKNEE RAF-RAF TANK-KO
Portal East
Raf-Raf Tank-ko
tuhod
Portal East Inc V
vCoach

19. JOLLY Bea
Pacheco- Citibank
Echo…
…ya aaAA Y Patch
Patch
Bee
for
Bea
Citi-es Jolly-Bee
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vCoach

20. Goddess Lane Buddha-y (PSBank)
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vCoach

21. This is outstanding
only because it is exactly
opposite of best practice
Using a proper name
That not everyone knows
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vCoach

22. Is your name “Adolf”?
V 22
vCoach

23. No, it is “Friendly” Rommel*
*Hitler’s 2nd in command
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vCoach

24. 4. HOW this Marketing
Exercise is scored
vCOACH Bong De Ungria
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vCoach

25. Earn the highest grade of 4.0 by
developing a visual story that
contains 5 elements
1. 1 word descriptor = 1 point (vCOACH)
2. Nickname = 0.5 point (Bong)
3. Family name = 0.5 point (De Ungria)
4. Your recent photo= 0.5 point
5. Work = 0.5 point (Ateneo, Waltermart)
6. Memorable, visual story that ties descriptor,
nickname, family name, photo and work
together = 1 point
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vCoach

26. Outline
Your personal brand should
be your priority…
1. Why?
2. How?
3. Sample
4. Scoring
5. Tips to Win
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vCoach

27. 5. Tips
Avoid this…
 Personalities or proper nouns like
people, places, – (not everyone will
know them)
 Complicated pictures
 Pictures only (need text to accompany
each picture to avoid misinterpretation)
 Normal story-telling (will not stand-out)
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vCoach

28. 5. Tips
Learn from excellent 1 word
commercial stories…
Use this link…
http://www.youtube.com/watch?v=wbkUu_nl-OM
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vCoach

29. 5. Tips
Own 1 word – sounds like,
acts like your brand…
Use this link…
http://www.youtube.com/watch?v=VMWV8g07RzQ
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vCoach

30. 5. Tips
Do this…
 Sounds like (example: Gong for Bong)
 Partial representation (example: Un-grease for De
Ungria)
 Select positive, relevant descriptors/ differentiators
like vcoach (not common:“friendly” or “hardworking”)
 Use multiple slides to build; animation does not work
in slideshare.
 Submit on time 3 times (embed in blog, post link
at Facebook, email to vcoachclass@gmail.com)
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vCoach

31. 5. Tips
Learn from world’s #1 brand
worth $ 57 Billion
http://www.forbes.com/2010/07/28/apple-google-microsoft-ibm-nike-disney-bmw-forbes-cmo-network-most-valuable-brands_slide_2.html
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vCoach

32. 5. Hyper2: High Performance, Highly Personal Brand
What would Apple’s brand value of $57B
be without Steve Jobs?
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http://cdn.slashgear.com/wp-content/uploads/2009/01/steve-jobs-3g-iphone1.jpg
vCoach

33. 5. Hyper2: High Performance, Highly Personal Brand
Drive your brand with personal vision!
vCOACH Rule#1:
There is no such
thing as it’s only
business or it’s only
personal. Today, it’s
both business
& personal !
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http://cdn.slashgear.com/wp-content/uploads/2009/01/steve-jobs-3g-iphone1.jpg
vCoach

34. Summary
Just imagine your life if you
were a hyper2* brand…
1. Why?
2. How?
3. Sample
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4. Scoring
5. Tips to Win vCoach
http://www.businessweek.com/magazine/toc/06_32/B399606globalbrands.htm
*hyper2= high performance, highly personal
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vCoach

35. The World’s Most
Important Brand has
YOUR Name on it
High Performance,
Highly Personal Marketing
vCOACH Bong De Ungria
Nov. 2010
V
vCoach