Howtobuildanbrand

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Howtobuildanbrand

  1. 1. How to build an IFA brand<br />
  2. 2. OK. It’s not really a question of how to build an IFA brand<br />How to build an IFA brand<br />
  3. 3. But any brand<br />How to build an IFA brand<br />
  4. 4. So...<br />How to build an IFA brand<br />
  5. 5. So...<br />How to build an IFA brand<br />...let’s think about it this way.<br />
  6. 6. And let’s start with Wally Olins<br />
  7. 7. And let’s start with Wally Olins<br />In my opinion,<br />Wally Olins is the<br />Godfather of brands...<br />
  8. 8. And let’s start with Wally Olins<br />And an exquisite communicator of ideas<br />
  9. 9. And let’s start with Wally Olins<br />I’ll share his boiled-down brand model with you in a moment<br />
  10. 10. But first let’s make sure you’re clear about the difference between...<br />
  11. 11. But first let’s make sure you’re clear about the difference between...<br />Brand<br />
  12. 12. But first let’s make sure you’re clear about the difference between...<br />Branding<br />...and<br />
  13. 13. Branding enables people to<br />understand how to navigate your products, services and organisation...<br />
  14. 14. Whereas your brand is a consequence of how you go about doing it.<br />
  15. 15. Wally Olins reduces the elements of a brand down to a very simple model.<br />
  16. 16. What’s the big idea behind your business’s products and services?<br />Core idea<br />
  17. 17. What’s the big idea behind your business’s products and services?<br />but from your stakeholders’<br />point of view and not yours?<br />Core idea<br />
  18. 18. Product<br />How’s the big idea expressed in the products or services that your business offers to the outside world?<br />Core idea<br />
  19. 19. And how do<br />you enable the outside world to engage with you?<br />Environment<br />Core idea<br />
  20. 20. And how do<br />you enable the outside world to engage with you?<br />Environment<br />Core idea<br />For instance via <br />a shop, the web or <br />face-to-face consultation?<br />
  21. 21. Core idea<br />And how are stakeholders able to interact with your business?<br />Communication<br />
  22. 22. Finally, how do<br />you – and the people working with you – help express the big idea?<br />Behaviour<br />Core idea<br />
  23. 23. Product<br />Environment<br />Behaviour<br />Core idea<br />Communication<br />
  24. 24. That’s the tried<br />and tested theory that addresses the issue of...<br />
  25. 25. That’s the tried<br />and tested theory that addresses the issue of...<br />How to build an IFA brand<br />
  26. 26. But thanks to the <br />consequences of innovation<br />in technology...<br />How to build an IFA brand<br />
  27. 27. And its effect on peoples’ expectations of how they consume products and services.<br />How to build an IFA brand<br />
  28. 28. It’s probably more appropriate<br />to address this issue instead...<br />How to build an IFA brand<br />
  29. 29. It’s probably more appropriate<br />to address this issue instead...<br />How to build an IFA brand<br />these days<br />
  30. 30. Product<br />Because this model is subtly changing...<br />Environment<br />Behaviour<br />Core idea<br />Communication<br />
  31. 31. Product<br />In two really<br />interesting ways<br />Environment<br />Behaviour<br />Core idea<br />Communication<br />
  32. 32. Here<br />Product<br />In two really<br />interesting ways<br />Environment<br />Behaviour<br />Core idea<br />Communication<br />
  33. 33. Here<br />Service design<br />In two really<br />interesting ways<br />Environment<br />Behaviour<br />Core idea<br />Communication<br />
  34. 34. Service design<br />In two really<br />interesting ways<br />Environment<br />Behaviour<br />Core idea<br />And here<br />Communication<br />
  35. 35. Service design<br />In two really<br />interesting ways<br />Environment<br />Behaviour<br />Core idea<br />And here<br />Conversation<br />
  36. 36. Product<br />Service design<br />In two really<br />interesting ways<br />Environment<br />Behaviour<br />Core idea<br />Communication<br />Conversation<br />
  37. 37. Product<br />Service design<br />How you enable interaction with consumers of your business’s products and services determines its usefulness<br />Core idea<br />
  38. 38. Core idea<br />And its usefulness makes what you offer more interesting for consumers to share with other people<br />Communication<br />Conversation<br />
  39. 39. But why’s this happening?<br />
  40. 40. Because the mass media model of communication is disintegrating<br />
  41. 41. Because the mass media model of communication is disintegrating<br />Brands no longer ‘control’ consumption of messages about their businesses<br />
  42. 42. Because the mass media model of communication is disintegrating<br />Brands no longer ‘control’ consumption of messages about their businesses<br />Consumers no longer depend on a small number of media channels<br />
  43. 43. Because the mass media model of communication is disintegrating<br />Brands no longer ‘control’ consumption of messages about their businesses<br />Consumers no longer depend on a small number of media channels<br />People create and realise their own<br />networks of individuals and organisations with common interests<br />
  44. 44. So to build a successful brand these days<br />means your business must make a positive social contribution wherever people congregate<br />
  45. 45. So to build a successful brand these days<br />means your business must make a positive social contribution wherever people congregate<br />Whether that’s individually, <br />in groups, in real-life or online<br />
  46. 46. So ask yourself...<br />
  47. 47. So ask yourself...<br />How do I engage with my network?<br />
  48. 48. So ask yourself...<br />How do I engage with my network?<br />How usable is my service?<br />
  49. 49. So ask yourself...<br />How do I engage with my network?<br />How usable is my service?<br />How can I help my customers to help me?<br />
  50. 50. Covester.com enables people to congregate and connect around a common interest - investing<br />
  51. 51. Covester.com enables people to congregate and connect around a common interest - investing<br />But it also enables them to track and invest in each others portfolios<br />
  52. 52. TripAdvisor.com enables people to congregate around a common interest – travel<br />
  53. 53. TripAdvisor.com enables people to congregate around a common interest – travel<br />People share their experiences of destinations and, by doing so, create a rich source of valuable travel information for one another<br />
  54. 54. Getsatisfaction.com enables businesses to create support communities among customers<br />
  55. 55. Getsatisfaction.com enables businesses to create support communities among customers<br />By doing so, brands enable customers to help customers use their products and service AND they gain incredibly valuable insight<br />
  56. 56. So back to the original issue<br />How to build an IFA brand<br />
  57. 57. Just think about the amount<br />of work it takes to stay in touch with all your existing clients...<br />
  58. 58. In fact, they never go away.<br />
  59. 59. In fact, they never go away.<br />Until now, you’ve never been able to easily stay connected.<br />
  60. 60. In fact, they never go away.<br />Until now, you’ve never been able to easily stay connected.<br />These days, you can with little or no effort at all.<br />
  61. 61. So ask yourself...<br />
  62. 62. So ask yourself...<br />How can I engage with my network?<br />
  63. 63. So ask yourself...<br />How can I engage with my network?<br />How can my service be more usable?<br />
  64. 64. So ask yourself...<br />How can I engage with my network?<br />How can my service be more usable?<br />How can I help my customers help me?<br />
  65. 65. Because...<br />
  66. 66. If you engage with your network<br />
  67. 67. If you engage with your network<br />If your service is really usable<br />
  68. 68. If you engage with your network<br />If your service is really usable<br />If you let your customers help you help them<br />
  69. 69. If you engage with your network<br />If your service is really usable<br />If you let your customers help you help them<br />Then you’ll have a brand<br />
  70. 70. www.twitter.com/ianthomas_mrm<br />www.mrm-london.com<br />
  71. 71. Sources & Acknowledgements<br />Slide 1 and used throughout: Landscape image of borderland between Tuscany and Lazio used throughout: Storm Crypt&apos;s photostream at Flickr.com<br />Slides 10-14: Road-signimage: Splorp&apos;s photostream at Flickr.com<br />Slide 16 and used throughout: The brand model referred to throughout can be found in Wally Olins: The Brand Handbook (Thames & Hudson, 2008) available here: Amazon.co.uk<br />Slides 41-50: Screengrab from animation of the new communications landscape created by Bond & Coyne Associates in collaboration with MRM<br />

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