HOW TO BRIDGE  THE DISTANCE    BETWEENBUSINESS STRATEGY   AND DESIGN
A VISUAL PRESENTATION BY MARTY NEUMEIER               NEUTRONLLC.COM
Produced by NEUTRON LLC in partnership with NEW RIDERS PUBLISHINGand THE AMERICAN INSTITUTE OF GRAPHIC ARTSCopyright © 200...
WHAT YOU’LL LEARN:                 1   A modern definition of brand                 2   The five disciplines of brand-buil...
READY?NEUTRONLLC.COM
LET’S START BY DISPELLING SOME MYTHS.NEUTRONLLC.COM
FIRST                 A brand is not a logo.NEUTRONLLC.COM
NEUTRONLLC.COM
SECOND                 A brand is not an identity.NEUTRONLLC.COM
NEUTRONLLC.COM                 X
FINALLY                 A brand is not a product.NEUTRONLLC.COM
NEUTRONLLC.COM
So   what exactly                                is a brand?NEUTRONLLC.COM
A BRAND IS A PERSON’S                 GUT FEELING ABOUT                 A PRODUCT, SERVICE,                 OR ORGANIZATIO...
NEUTRONLLC.COM
In other words…NEUTRONLLC.COM
IT’S NOT WHAT YOU SAY IT IS.NEUTRONLLC.COM
IT’S WHAT THEY SAY IT IS.NEUTRONLLC.COM
WHY IS BRANDING SO HOT?            1    People have too many choices and too little time            2    Most offerings ha...
THERE ARE 1,349 CAMERAS ON THE MARKET.                 HOW DO YOU DECIDE WHICH ONE TO BUY?NEUTRONLLC.COM
TRUSTNEUTRONLLC.COM
NEUTRONLLC.COM
$                 Does a brand have a dollar value?NEUTRONLLC.COM
AND HOW.NEUTRONLLC.COM
5 ways to measure brand value:                 1 PRICE PREMIUM                 2 CUSTOMER PREFERENCE                 3 REP...
THIS SELECTION FROM INTERBRAND’S TOP 100 LIST                 SHOWS WHY BRANDS ARE WORTH PROTECTING:                      ...
COKE’S MARKET CAP,                                      INCLUDING BRAND VALUE:                                      $120 B...
The main purpose of branding is to get      more people to buy more stuff            for more years at a higher price.NEUT...
B                 S =       BANGNEUTRONLLC.COM                     b                 SUCCESS                           BUCK
Brand                 BusinessNEUTRONLLC.COM
PREDICTION                 BRAND WILL BECOME THE MOST POWERFUL                 STRATEGIC TOOL SINCE THE SPREADSHEET.NEUTRO...
PROBLEMIn most companies, STRATEGY                 is separated from CREATIVITY by a wide gap.NEUTRONLLC.COM
STRATEGIC THINKERS    CREATIVE THINKERS                 Analytical   Intuitive                   Logical    Emotional     ...
DOES THE LEFT BRAIN KNOW WHAT THE RIGHT BRAIN IS DOING?NEUTRONLLC.COM
When both sides work together,           you can build a charismatic brand.NEUTRONLLC.COM
A CHARISMATIC BRAND is any product,                 service, or organization for which                 people believe ther...
QUIZ :                                                NEUTRONLLC.COMWhich of these brands are charismatic?AMAZON          ...
QUIZ :                                                NEUTRONLLC.COMWhich of these brands are charismatic?AMAZON          ...
Any brand can be charismatic.NEUTRONLLC.COM
NEUTRONLLC.COMEVENYOURS.
But first,you have to master the FIVE   DISCIPLINES OF BRAND-BUILDING .NEUTRONLLC.COM
DISCIPLINE 1: DIFFERENTIATENEUTRONLLC.COM
NEUTRONLLC.COM
WE’RE HARDWIRED TO NOTICE ONLY WHAT’S DIFFERENT.NEUTRONLLC.COM
SOLUTION:BE DIFFERENT.NEUTRONLLC.COM
FEATURES                 BENEFITS          EXPERIENCE        IDENTIFICATION“What it is”           “What it does”     “What...
People join different tribes for different activities.                 DRIVING    VOLKSWAGEN                              ...
ON SUNDAYS THEY WORSHIP HARLEY,  GOD OF THE OPEN ROAD.NEUTRONLLC.COM
NEUTRONLLC.COMThe three most important words in differentiating your brand:
1   FOCUSNEUTRONLLC.COM
2                     FOCUSNEUTRONLLC.COM
3                     FOCUSNEUTRONLLC.COM
IS THIS HOW YOUR CUSTOMERS SEE YOU?NEUTRONLLC.COM
THE FOCUS TEST:          1   Who are you?          2   What do you do?          3   Why does it matter?NEUTRONLLC.COM
Unless you have compelling answers to these questions,                 you need more focus.NEUTRONLLC.COM
NEUTRONLLC.COMThe most common reason for loss of focusis ILL-CONSIDERED BRAND EXTENSIONS.
EXAMPLE:                 FOCUSED   PORSCHE = SPORTS CARS          UNFOCUSED        PORSCHE = SPORTS CARS + SUVSNEUTRONLLC....
NEUTRONLLC.COM
NEUTRONLLC.COMEXAMPLE:THE GOOD GRIPS BRAND HAS GROWN STRONGER WITH EVERY BRAND EXTENSION.
DISCIPLINE 2: COLLABORATENEUTRONLLC.COM
LIKE BUILDING                 A CATHEDRAL,             BUILDING A BRAND          IS A COLLABORATIVE                     PR...
NEUTRONLLC.COMIt takes a villageto build a brand.
THERE ARE THREE BASIC MODELS                 FOR ORGANIZING BRAND COLLABORATION:NEUTRONLLC.COM
The ONE-STOP SHOP                                                                                                  NEUTRON...
ONE-STOP SHOP SCORECARDEasy to manage            Little choice of teamsPromise of consistency    Little ownership of brand...
The BRAND AGENCY                                                                      POP                                 ...
BRAND AGENCY SCORECARDChoice of teams          Little ownership of brandPromise of consistencyNEUTRONLLC.COM
The INTEGRATED MARKETING TEAMis managed internally with opencollaboration among                                           ...
INTEGRATED MARKETING TEAM SCORECARDChoice of teams          Difficult to managePromise of consistencyOwnership of brandNEU...
IN REALITY, COLLABORATIVE                 NETWORKS AREN’T THAT SIMPLE.NEUTRONLLC.COM
and                 that’s OK.NEUTRONLLC.COM
Collaborative networks are not new.NEUTRONLLC.COM
A successful model has existed for years.NEUTRONLLC.COM
NEUTRONLLC.COM
Like building a cathedral,making a movie takeshundreds of collaborators.NEUTRONLLC.COM
JOEL DARTMOUTH                                   Smoocher Boy      KELLY MARIN                                      Agent ...
Manners and Modes Supervisor FRANCIE MAS                             Storyboard Artists CAREN THOMASON                    ...
Dig Composite Supv      TIM CURRIE                                                    DONALD VERES                        ...
IN THE 1990s,CREATIVE COLLABORATION SPREAD TO BRAND-BUILDING.NEUTRONLLC.COM
EXAMPLE:The Netscape brand was builton the Hollywood model.NEUTRONLLC.COM
MYTH:                 Wide experience                 leads to deep insights.NEUTRONLLC.COM
FACT:                 Deep insights come                 from deep experience.NEUTRONLLC.COM
NEUTRONLLC.COM
NEUTRONLLC.COM
WHY?NEUTRONLLC.COM
Because                                the mathematics of collaboration                 is nothing less than              ...
DISCIPLINE 3: INNOVATENEUTRONLLC.COM
Execution—                 not strategy—is where the rubber meets the road.NEUTRONLLC.COM
CREATIVITY IS WHAT GIVES BRANDS THEIR TRACTION IN THE MARKETPLACE.NEUTRONLLC.COM
Why do companies have so much trouble with creativity?Because creativity is right-brained,                            and ...
A       B      C     D                     STRATEGIC THINKINGNEUTRONLLC.COM
V                   Z                         D                              Q                     CREATIVE THINKINGNEUTRO...
NEUTRONLLC.COM
THE REASON THE BEATLES WERE WILDLY SUCCESSFUL    IS BECAUSE “THEY NEVER DID THE SAME THING ONCE.”NEUTRONLLC.COM
QUESTION:             How do you know when an idea is innovative?NEUTRONLLC.COM
ANSWER:                                   NEUTRONLLC.COM          WHEN IT SCARES THE HELL OUT OF EVERYBODY.
TOO PREDICTABLE     =   NO SURPRISE                 NO SURPRISE   =   NOTHING NEW                 NOTHING NEW   =   NO VAL...
To begin with,the brand needs a         stand-out name.NEUTRONLLC.COM
The seven criteria of a stand-out name:                 1 DISTINCTIVENESS                 2 BREVITY                 3 APPR...
A GREAT          NAME   deserves GREAT   GRAPHICS .NEUTRONLLC.COM
NEWS             LOGOS ARE DEAD. LONG LIVE ICONS AND AVATARS!FLASH!NEUTRONLLC.COM
An ICON is a name and visual symbol                 that suggests a market position.NEUTRONLLC.COM
EXAMPLE:                 CBS. The network for “eye-popping” television.NEUTRONLLC.COM
An AVATAR is a brand icon that                 can move, change, and operate                 freely in various media.NEUTR...
EXAMPLE:CINGULAR : The “self-expression” cellular service.NEUTRONLLC.COM
For products that sell at retail,the packageNEUTRONLLC.COM   is often the best and last chance to make a sale.
The hardest-working packages followa natural reading sequence.                 THE SHOPPER :                 1   Notices t...
By presenting informationto match this sequence,a package can sell theproduct more effectively.NEUTRONLLC.COM
If you communicate with your customersONLINE , your website needs to followa SIMILAR reading sequence, one thatsupplies us...
NEUTRONLLC.COMDoes our website lookfat                     in this dress?
Too many websites are bloated with irrelevant information.NEUTRONLLC.COM
WHY?NEUTRONLLC.COM
1 TURFISMO                  (Every department wants to be on the home page)NEUTRONLLC.COM
2 FEATURITIS                  (Inexperienced communicators believe more is better)NEUTRONLLC.COM
3 TECHNOPHOBIA                  (Experienced communicators resist new media)NEUTRONLLC.COM
QUIZ:                 Which of these sites looks easier to use?NEUTRONLLC.COM
NEUTRONLLC.COM
NEUTRONLLC.COM
DISCIPLINE 4: VALIDATENEUTRONLLC.COM
VALIDATION means bringing the                 audience into the creative process.NEUTRONLLC.COM
SENDER                  SENDER        MESSAGE                                MESSAGE       RECEIVER                       ...
SENDER                    SENDER         MESSAGE                                   MESSAGE        RECEIVER                ...
QUESTION:                 How can you test your most creative ideas                 BEFORE they get to market?NEUTRONLLC.COM
HINT:            NEUTRONLLC.COMNot with largequantitative studiesor focus groups.
QUANTITATIVE STUDIES BURY THE PROBLEM IN HEAPS OF UNHELPFUL DATA.NEUTRONLLC.COM
FOCUS GROUPS WERE INVENTED TO FOCUS                  THE RESEARCH, NOT BE THE RESEARCH.NEUTRONLLC.COM
THE BEST TESTS ARECHEAP,    QUICK,       AND                       DIRTY.NEUTRONLLC.COM
Better a rough answer to the right questionthan a detailed answer to the wrong question.NEUTRONLLC.COM
NEUTRONLLC.COM
NEUTRONLLC.COMIf the names and graphics of two trademarks arebetter when swapped, then neither is optimal.
EXISTING TRADEMARKSNEUTRONLLC.COM
WITH NAMES SWAPPEDNEUTRONLLC.COM
CHEAP-QUICK-DIRTY TEST 2:           The HAND TEST is a proof for a distinctive voice.NEUTRONLLC.COM
If you can’t tell who’s talking when the trademark                 is covered, then the brand’s voice is not distinctive.N...
NEUTRONLLC.COM
CHEAP-QUICK-DIRTY TEST 3:                 The FIELD TEST is a proof for any concept                         that can be pr...
If your audience can’t verbalize your concept,                 you’ve failed to communicate it.NEUTRONLLC.COM
SHOPPERS CHARACTERIZED                      THE PACKAGE CONCEPT                 ON THE MIDDLE-RIGHT SHELF                 ...
Field tests measure five things:                   1 DISTINCTIVENESS                    2 RELEVANCE                    3 M...
TESTING MIGHT HAVE SAVED SOME OF THESE COMPANIES FROM THE GREAT SWOOSH EPIDEMIC.
HAS THE GLOBE BECOME THE NEW SWOOSH?NEUTRONLLC.COM
DISCIPLINE 5: CULTIVATENEUTRONLLC.COM
Business is a process, not an entity.NEUTRONLLC.COM
A living brand is a pattern of behavior,not a stylistic veneer.NEUTRONLLC.COM
Brands are like people.NEUTRONLLC.COM
C.                     D.                      E.    IF PEOPLE CAN CHANGE THEIR CLOTHES WITHOUT CHANGING THEIR CHARACTERS…...
WHY CAN’T BRANDS?NEUTRONLLC.COM
NEUTRONLLC.COM
NEUTRONLLC.COM
IF A BRAND LOOKS LIKE A DUCK AND SWIMS                    LIKE A DOG, PEOPLE WILL DISTRUST IT.NEUTRONLLC.COM
So let’s say you’ve                 DIFFERENTIATED,                 COLLABORATED,                 INNOVATED,              ...
+                 YOU’VE ADDED THE LEFT BRAIN TO THE RIGHT BRAIN.NEUTRONLLC.COM
NEUTRONLLC.COM
+ +                 YOU’VE USED TESTING TO BANISH THE FEAR OF STUPID.NEUTRONLLC.COM
Your brand is now NUMBER ONE in its category.NEUTRONLLC.COM
What’s your next move?NEUTRONLLC.COM
PASS OUT THE COMPASSES.NEUTRONLLC.COM
What’s a compass?NEUTRONLLC.COM
A continuing brand education program.NEUTRONLLC.COM
NEUTRONLLC.COM
NEUTRONLLC.COM
The more      D I S T R I B U T E D                                           a brand becomes,the stronger its management ...
What your company needs is a CBO,or CHIEF BRANDING OFFICER .NEUTRONLLC.COM
THE CBO FORMS A HUMAN BRIDGE BETWEEN LOGIC AND MAGIC, STRATEGY AND DESIGN.NEUTRONLLC.COM
C U LT I V AT I O N                        D I F F E R E N T I AT I O N                 V A L I D AT I O N                ...
WITH EVERY TURN AROUND THE CIRCLE, THE VALUE OF THE BRAND SPIRALS HIGHER.NEUTRONLLC.COM
YOU BUILDNEUTRONLLC.COM
A sustainable competitive advantage.NEUTRONLLC.COM
ABOUT THE AUTHOR      Marty Neumeier is president of a San Francisco-based  brand consultancy, Neutron LLC. Neutron suppli...
Need books for your branding team?  Bulk discounts on the THE BRAND GAP areavailable for educational and corporate groups....
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The brand-gap

  1. 1. HOW TO BRIDGE THE DISTANCE BETWEENBUSINESS STRATEGY AND DESIGN
  2. 2. A VISUAL PRESENTATION BY MARTY NEUMEIER NEUTRONLLC.COM
  3. 3. Produced by NEUTRON LLC in partnership with NEW RIDERS PUBLISHINGand THE AMERICAN INSTITUTE OF GRAPHIC ARTSCopyright © 2003 Neutron LLC. For educational use only. No part of this presentation maybe published, sold, or otherwise used for profit without the written permission of the author.
  4. 4. WHAT YOU’LL LEARN: 1 A modern definition of brand 2 The five disciplines of brand-buildingNEUTRONLLC.COM
  5. 5. READY?NEUTRONLLC.COM
  6. 6. LET’S START BY DISPELLING SOME MYTHS.NEUTRONLLC.COM
  7. 7. FIRST A brand is not a logo.NEUTRONLLC.COM
  8. 8. NEUTRONLLC.COM
  9. 9. SECOND A brand is not an identity.NEUTRONLLC.COM
  10. 10. NEUTRONLLC.COM X
  11. 11. FINALLY A brand is not a product.NEUTRONLLC.COM
  12. 12. NEUTRONLLC.COM
  13. 13. So what exactly is a brand?NEUTRONLLC.COM
  14. 14. A BRAND IS A PERSON’S GUT FEELING ABOUT A PRODUCT, SERVICE, OR ORGANIZATION.NEUTRONLLC.COM
  15. 15. NEUTRONLLC.COM
  16. 16. In other words…NEUTRONLLC.COM
  17. 17. IT’S NOT WHAT YOU SAY IT IS.NEUTRONLLC.COM
  18. 18. IT’S WHAT THEY SAY IT IS.NEUTRONLLC.COM
  19. 19. WHY IS BRANDING SO HOT? 1 People have too many choices and too little time 2 Most offerings have similar quality and features 3 We tend to base our buying choices on trustNEUTRONLLC.COM
  20. 20. THERE ARE 1,349 CAMERAS ON THE MARKET. HOW DO YOU DECIDE WHICH ONE TO BUY?NEUTRONLLC.COM
  21. 21. TRUSTNEUTRONLLC.COM
  22. 22. NEUTRONLLC.COM
  23. 23. $ Does a brand have a dollar value?NEUTRONLLC.COM
  24. 24. AND HOW.NEUTRONLLC.COM
  25. 25. 5 ways to measure brand value: 1 PRICE PREMIUM 2 CUSTOMER PREFERENCE 3 REPLACEMENT COST 4 STOCK PRICE 5 FUTURE EARNINGSNEUTRONLLC.COM
  26. 26. THIS SELECTION FROM INTERBRAND’S TOP 100 LIST SHOWS WHY BRANDS ARE WORTH PROTECTING: 2001 % CHANGE BRAND VALUE BRAND BRAND VALUE BRAND VS. AS % OF NAME ($MM) PREVIOUS YEAR MARKET CAP COCA-COLA 68,945 -5% 61% MICROSOFT 65,068 -7% 17% IBM 52,752 -1% 27% FORD 30,092 -17% 66% MERCEDES 21,728 +3% 48% HONDA 14,638 -4% 33% BMW 13,858 +7% 62% KODAK 10,801 -9% 82% GAP 8,746 -6% 35% NIKE 7,589 -5% 66% PEPSI 6,214 -6% 9% XEROX 6,019 -38% 93% APPLE 5,464 -17% 66% STARBUCKS 1,757 +32% 21%NEUTRONLLC.COM
  27. 27. COKE’S MARKET CAP, INCLUDING BRAND VALUE: $120 BILLION WITHOUT THE BRAND, COKE’S GLASS WOULD BE HALF EMPTY. COKE’S MARKET CAP, NOT INCLUDING BRAND VALUE: $50 BILLIONNEUTRONLLC.COM
  28. 28. The main purpose of branding is to get more people to buy more stuff for more years at a higher price.NEUTRONLLC.COM
  29. 29. B S = BANGNEUTRONLLC.COM b SUCCESS BUCK
  30. 30. Brand BusinessNEUTRONLLC.COM
  31. 31. PREDICTION BRAND WILL BECOME THE MOST POWERFUL STRATEGIC TOOL SINCE THE SPREADSHEET.NEUTRONLLC.COM
  32. 32. PROBLEMIn most companies, STRATEGY is separated from CREATIVITY by a wide gap.NEUTRONLLC.COM
  33. 33. STRATEGIC THINKERS CREATIVE THINKERS Analytical Intuitive Logical Emotional Linear Spatial Numerical Visual Verbal PhysicalNEUTRONLLC.COM
  34. 34. DOES THE LEFT BRAIN KNOW WHAT THE RIGHT BRAIN IS DOING?NEUTRONLLC.COM
  35. 35. When both sides work together, you can build a charismatic brand.NEUTRONLLC.COM
  36. 36. A CHARISMATIC BRAND is any product, service, or organization for which people believe there’s no substitute.NEUTRONLLC.COM
  37. 37. QUIZ : NEUTRONLLC.COMWhich of these brands are charismatic?AMAZON HITACHI OXO GOODGRIPSAPPLE HOME DEPOT PEPSI-COLABURGER KING IKEA PRELLCOLDWATER CREEK KMART RCADASANI KRISPY KREME REEBOKDISNEY LEVI’S RUBBERMAIDDK BOOKS LONGS DRUGS SAFEWAYEVEREADY MACY’S SAMSUNGFORD MINI COOPER SEARSGENERAL ELECTRIC NEWSWEEK SOUTHWEST AIRLINESGOOGLE NISSAN UNITED ARTISTSHANES NORDSTROM VIRGIN
  38. 38. QUIZ : NEUTRONLLC.COMWhich of these brands are charismatic?AMAZON HITACHI OXO GOODGRIPSAPPLE HOME DEPOT PEPSI-COLABURGER KING IKEA PRELLCOLDWATER CREEK KMART RCADASANI KRISPY KREME REEBOKDISNEY LEVI’S RUBBERMAIDDK BOOKS LONGS DRUGS SAFEWAYEVEREADY MACY’S SAMSUNGFORD MINI COOPER SEARSGENERAL ELECTRIC NEWSWEEK SOUTHWEST AIRLINESGOOGLE NISSAN UNITED ARTISTSHANES NORDSTROM VIRGIN
  39. 39. Any brand can be charismatic.NEUTRONLLC.COM
  40. 40. NEUTRONLLC.COMEVENYOURS.
  41. 41. But first,you have to master the FIVE DISCIPLINES OF BRAND-BUILDING .NEUTRONLLC.COM
  42. 42. DISCIPLINE 1: DIFFERENTIATENEUTRONLLC.COM
  43. 43. NEUTRONLLC.COM
  44. 44. WE’RE HARDWIRED TO NOTICE ONLY WHAT’S DIFFERENT.NEUTRONLLC.COM
  45. 45. SOLUTION:BE DIFFERENT.NEUTRONLLC.COM
  46. 46. FEATURES BENEFITS EXPERIENCE IDENTIFICATION“What it is” “What it does” “What you feel” “Who you are” 1900 1925 1950 2000 Marketing today is about creating tribes.NEUTRONLLC.COM
  47. 47. People join different tribes for different activities. DRIVING VOLKSWAGEN READING AMAZON COMPUTING DELL SPORTS NIKE COOKING WILLIAMS-SONOMA BANKING CITIBANK TRAVEL ORBITZNEUTRONLLC.COM
  48. 48. ON SUNDAYS THEY WORSHIP HARLEY, GOD OF THE OPEN ROAD.NEUTRONLLC.COM
  49. 49. NEUTRONLLC.COMThe three most important words in differentiating your brand:
  50. 50. 1 FOCUSNEUTRONLLC.COM
  51. 51. 2 FOCUSNEUTRONLLC.COM
  52. 52. 3 FOCUSNEUTRONLLC.COM
  53. 53. IS THIS HOW YOUR CUSTOMERS SEE YOU?NEUTRONLLC.COM
  54. 54. THE FOCUS TEST: 1 Who are you? 2 What do you do? 3 Why does it matter?NEUTRONLLC.COM
  55. 55. Unless you have compelling answers to these questions, you need more focus.NEUTRONLLC.COM
  56. 56. NEUTRONLLC.COMThe most common reason for loss of focusis ILL-CONSIDERED BRAND EXTENSIONS.
  57. 57. EXAMPLE: FOCUSED PORSCHE = SPORTS CARS UNFOCUSED PORSCHE = SPORTS CARS + SUVSNEUTRONLLC.COM
  58. 58. NEUTRONLLC.COM
  59. 59. NEUTRONLLC.COMEXAMPLE:THE GOOD GRIPS BRAND HAS GROWN STRONGER WITH EVERY BRAND EXTENSION.
  60. 60. DISCIPLINE 2: COLLABORATENEUTRONLLC.COM
  61. 61. LIKE BUILDING A CATHEDRAL, BUILDING A BRAND IS A COLLABORATIVE PROJECT.NEUTRONLLC.COM
  62. 62. NEUTRONLLC.COMIt takes a villageto build a brand.
  63. 63. THERE ARE THREE BASIC MODELS FOR ORGANIZING BRAND COLLABORATION:NEUTRONLLC.COM
  64. 64. The ONE-STOP SHOP NEUTRONLLC.COMcontains the resources C R E AT I V E SERVICES A DV E RT I S I N Gto develop and DIRECT RESPONSEsteward the brand. RESEARCH POP D I S P L AY S EXHIBITS PUBLIC IDENTITY R E L AT I O N S SUPPLIERS EVENTS PRODUCT DESIGN PROMOTIONS P U B L I C AT I O N S BRAND ST R AT E G Y WEB DESIGN NAMING PA C K A G I N G ANNUAL REPORTS C O M PA N Y
  65. 65. ONE-STOP SHOP SCORECARDEasy to manage Little choice of teamsPromise of consistency Little ownership of brandNEUTRONLLC.COM
  66. 66. The BRAND AGENCY POP NEUTRONLLC.COM D I S P L AY Shires best-of-breed C R E AT I V E SERVICESfirms to help develop IDENTITY RESEARCH DIRECTand steward the brand. RESPONSE A DV E RT I S I N G ANNUAL REPORTS SUPPLIERS EVENTS BRAND AGENCY PROMOTIONS NAMING BRAND S T R AT E G Y PA C K A G I N G P U B L I C AT I O N S PRODUCT WEB DESIGN DESIGN PUBLIC R E L AT I O N S EXHIBITS C O M PA N Y
  67. 67. BRAND AGENCY SCORECARDChoice of teams Little ownership of brandPromise of consistencyNEUTRONLLC.COM
  68. 68. The INTEGRATED MARKETING TEAMis managed internally with opencollaboration among C R E AT I V E S E RV I C E S A DV E RT I S I N Gbest-of-breed specialists. RESEARCH DIRECT RESPONSE ANNUAL IDENTITY REPORTS EVENTS POP D I S P L AY S EXHIBITS C O M PA N Y SUPPLIERS PUBLIC R E L AT I O N S PROMOTIONS WEB DESIGN PA C K A G I N G BRAND P U B L I C AT I O N S S T R AT E G Y NAMING PRODUCT DESIGNNEUTRONLLC.COM
  69. 69. INTEGRATED MARKETING TEAM SCORECARDChoice of teams Difficult to managePromise of consistencyOwnership of brandNEUTRONLLC.COM
  70. 70. IN REALITY, COLLABORATIVE NETWORKS AREN’T THAT SIMPLE.NEUTRONLLC.COM
  71. 71. and that’s OK.NEUTRONLLC.COM
  72. 72. Collaborative networks are not new.NEUTRONLLC.COM
  73. 73. A successful model has existed for years.NEUTRONLLC.COM
  74. 74. NEUTRONLLC.COM
  75. 75. Like building a cathedral,making a movie takeshundreds of collaborators.NEUTRONLLC.COM
  76. 76. JOEL DARTMOUTH Smoocher Boy KELLY MARIN Agent Sims TREVOR CARMICHAEL Agent Townsend JOHN T. LANDON Agent Kruzic SHARON BONDLY Dijon PAUL DERAIN Jean-Michel JACQUES SOUVERAIN Keynes MICHAEL BRAND Corelli STEVEN GOLDSTEIN Johnston TRENT LOCKART Billie JACKSON BARNES Guards JOSEPH AKIO TERENCE BRADLEY MO DERENI ROBERT UNDERHILL KEN SILVER Librarian HILARY PROPRIATO Field Officer MICHAEL O. KELL Bus Driver HECTOR ABONDAS Night Guard NORMAN BRIER Meter Maid STACY BRECKSTEIN First Detective JOE KALEY Second Detective BRIAN BELSEN Beat Cop ABRAHAM LENDER Parking Cop T. T. MCBRIDE Helicopter Pilot VAN DERICKE First Old Man JOHN R. CARLSON Second Old Man VICTOR AMOS Tax Collector SEAN O KENNA Stunt Coordinator JEFFREY ROCKEN Assistant Stunt Coordinator DARREL TOM Stunt DoublesCarlos GEOFF WRIGHT MARK CONTADINA Mariana SUE SKENNIAN Ajax CHARLIE MARQUETTE Sgt. Santos VICTOR BANERAS Carter F. C. CAMERON Smoocher Boy TELLIE PANOPOULIS Agent Sims MARTIN AIRES Agent Townsend STEFAN C. KAISER Dijon BILL MOORE Stunts STEVE ADRIAN BENJAMIN BARKELEY TONY BEAUJOLAIS BOB CARTER GORDON COLERIDGE IVAN DEVERSON MICKEY DISANTIS JILLIAN DRUCKER JOE EVANS MIKE FLANAGAN BILL GEORGE JULIA HARRISON GEOFF IPSWICH MICHAEL KANTER KENNETH KITTRIDGE BARRIE LAWRENCE TERRY LEVINSON TED MARSTEN JACKIE MACDOUGAL GREG NEVILSON BOB OSBORNE JAMES PETRICKE PETE POLSON RAY TELSON MARY STAUFFACHER FREDDIE STEEN CAB UPTON CORNELIA THERRIEN JEREMY TRICKETT PETER YOUNG RAUL VALERIA RONALD DEAVER-WEBB ROBERT G. RUNYAN Hong Kong Kung Fu TeamNEUTRONLLC.COM YUAN Tiger CHU CHEN Dragon SEN
  77. 77. Manners and Modes Supervisor FRANCIE MAS Storyboard Artists CAREN THOMASON MIGUEL TRASERO FRANCES CHU PEDRO BOGANILLO Art Department Researcher NUALA CORIAN Art Department Coordinator TRACY COLLISTON Conceptual Designer SERGIO MOLO Graphics BENJAMIN HIRASUNA Illustrator STEPHANIE RAND Set Designers GERI DEMONDE STELLAN GRETZKE MADELINE BARR LANCE DUNSTABLE MARCO DIPAOLO DEN MCENERY Set Decorators LISA BARHAM DRU LEE MANNING CARRIE DUNE Script Supervisor MARIE BELLEAU Camera Operator PAUL POLITO Steadycam Operator ROCK HANDLER 1st Assistant Camera GORDON ALBRIGHT 2nd Assistant Camera CRIS MORTEN Still Photographer BARRIE M. HORST Sound Recordist JACOB TREIB Boom Operators HORACE STEIN THOM CARRABINE Video Operator ART KELLEHER LUCIANO PROPRIO Props DAVID BELL Property Master ZUZU MANHEIM KAREN CAROLUS J. D. WHEATLY Action Vehicle Coordinators WILLIAM TREVANT Gaffer STU JEFFERSON Best Boy JOSH KNIPPLE Rigged Gaffers COLIN FARRINGDON PETER STANISLOV KIT GOINES BENNIE JAMESON RICK DEMIS STANLEY FREY G. G. NEWMAN Key Grip DAVID WEINBERG Head Grip RICKY MONROE Dolly Grips WILLI STRASBURG STAN BENTON CHARLES CRIVORN NORM LOFGREN VIC DOLAN GIORGIO VIVATO Rigging Grip TEL STEPHENOPOLIS Make-up Artists TRINI GONZALEZ MARCI STEIN BELINDA MCNAIR CARI DUNNNEUTRONLLC.COM MICHELLE TONAS ROBERTO BELLINI
  78. 78. Dig Composite Supv TIM CURRIE DONALD VERES Digital Compositors DAVID HUSSEIN BRIDGET QUESTED Background Artists FRANCESCA ROTI GREG STONE CGI Lead Animators WILL SUTTON INGE JOHANSSON CGI Animators DREW CRAIN URSULA BIERSCH VISUAL LOGIC, LLC VFX Supervisor JARED BAGMAN Programmer KAROL CONST System Admin RANDY HARDWICK Production Admin MAL GERICKE Production Aide CASS MONAHAN Producer PATRICE ARNEM Scene Graphics PEDRO CARILLO CGI Artist Coord SANDY PRIESTLY CGI Artists JOHN LANGORF BRENDA CALE CGI Designer MARK THOMAS KYLE M. SULLIVAN Compositors PATRICK MAHONEY STAV PROMIDES MARGRIET BILL TANIA SHAUB BENNET JURIAN I/O Supervisor CHUCK TRALIK Assorted Visual Effects PENNY GARCIA Color Toner GRAYSON TRUE Negative Cutter SLIM DELGADO Titles Designed by BATOUTAHELL, INC Opticals by PACIFIC DREAMS, LLC Soundtrack Album on ARTISTIC RECORDS, INC. Microscopic Cinematography by JAY FLAMMER `The Producers Wish to Thank the Following NASA CITY OF NEW YORK THE MARITIME CENTER OF SYDNEY LOS ANGELES POLICE THE CITY OF BEND, OREGON SULTAN OF BRUNEI Filmed on Location in CAPE KENNEDY NEW YORK CITY SYDNEY, AUSTRALIA LOS ANGELES, CALIFORNIA BEND, OREGON Filmed with OMNIVISON Cameras and LensesNEUTRONLLC.COM Color by COLORLAB, INC. Prints by VISTACHROME
  79. 79. IN THE 1990s,CREATIVE COLLABORATION SPREAD TO BRAND-BUILDING.NEUTRONLLC.COM
  80. 80. EXAMPLE:The Netscape brand was builton the Hollywood model.NEUTRONLLC.COM
  81. 81. MYTH: Wide experience leads to deep insights.NEUTRONLLC.COM
  82. 82. FACT: Deep insights come from deep experience.NEUTRONLLC.COM
  83. 83. NEUTRONLLC.COM
  84. 84. NEUTRONLLC.COM
  85. 85. WHY?NEUTRONLLC.COM
  86. 86. Because the mathematics of collaboration is nothing less than MAGIC.NEUTRONLLC.COM
  87. 87. DISCIPLINE 3: INNOVATENEUTRONLLC.COM
  88. 88. Execution— not strategy—is where the rubber meets the road.NEUTRONLLC.COM
  89. 89. CREATIVITY IS WHAT GIVES BRANDS THEIR TRACTION IN THE MARKETPLACE.NEUTRONLLC.COM
  90. 90. Why do companies have so much trouble with creativity?Because creativity is right-brained, and strategy is left-brained.NEUTRONLLC.COM
  91. 91. A B C D STRATEGIC THINKINGNEUTRONLLC.COM
  92. 92. V Z D Q CREATIVE THINKINGNEUTRONLLC.COM
  93. 93. NEUTRONLLC.COM
  94. 94. THE REASON THE BEATLES WERE WILDLY SUCCESSFUL IS BECAUSE “THEY NEVER DID THE SAME THING ONCE.”NEUTRONLLC.COM
  95. 95. QUESTION: How do you know when an idea is innovative?NEUTRONLLC.COM
  96. 96. ANSWER: NEUTRONLLC.COM WHEN IT SCARES THE HELL OUT OF EVERYBODY.
  97. 97. TOO PREDICTABLE = NO SURPRISE NO SURPRISE = NOTHING NEW NOTHING NEW = NO VALUENEUTRONLLC.COM
  98. 98. To begin with,the brand needs a stand-out name.NEUTRONLLC.COM
  99. 99. The seven criteria of a stand-out name: 1 DISTINCTIVENESS 2 BREVITY 3 APPROPRIATENESS 4 EASY SPELLING AND PRONUNCIATION 5 LIKABILITY 6 EXTENDABILITYNEUTRONLLC.COM 7 PROTECTABILITY
  100. 100. A GREAT NAME deserves GREAT GRAPHICS .NEUTRONLLC.COM
  101. 101. NEWS LOGOS ARE DEAD. LONG LIVE ICONS AND AVATARS!FLASH!NEUTRONLLC.COM
  102. 102. An ICON is a name and visual symbol that suggests a market position.NEUTRONLLC.COM
  103. 103. EXAMPLE: CBS. The network for “eye-popping” television.NEUTRONLLC.COM
  104. 104. An AVATAR is a brand icon that can move, change, and operate freely in various media.NEUTRONLLC.COM
  105. 105. EXAMPLE:CINGULAR : The “self-expression” cellular service.NEUTRONLLC.COM
  106. 106. For products that sell at retail,the packageNEUTRONLLC.COM is often the best and last chance to make a sale.
  107. 107. The hardest-working packages followa natural reading sequence. THE SHOPPER : 1 Notices the package 2 Asks “What is it?” 3 Wonders “Why should I care?” 4 Wants to be persuaded 5 Needs proofNEUTRONLLC.COM
  108. 108. By presenting informationto match this sequence,a package can sell theproduct more effectively.NEUTRONLLC.COM
  109. 109. If you communicate with your customersONLINE , your website needs to followa SIMILAR reading sequence, one thatsupplies users with ONLY the informationthey need, instead of trying to squeezeEVERYTHING onto the home pageLIKE THIS and making your users doALL the work, which will undoubtedlycause them to LEAVE, when all youreally have to do is ask yourself thisSIMPLE QUESTION : NEUTRONLLC.COM
  110. 110. NEUTRONLLC.COMDoes our website lookfat in this dress?
  111. 111. Too many websites are bloated with irrelevant information.NEUTRONLLC.COM
  112. 112. WHY?NEUTRONLLC.COM
  113. 113. 1 TURFISMO (Every department wants to be on the home page)NEUTRONLLC.COM
  114. 114. 2 FEATURITIS (Inexperienced communicators believe more is better)NEUTRONLLC.COM
  115. 115. 3 TECHNOPHOBIA (Experienced communicators resist new media)NEUTRONLLC.COM
  116. 116. QUIZ: Which of these sites looks easier to use?NEUTRONLLC.COM
  117. 117. NEUTRONLLC.COM
  118. 118. NEUTRONLLC.COM
  119. 119. DISCIPLINE 4: VALIDATENEUTRONLLC.COM
  120. 120. VALIDATION means bringing the audience into the creative process.NEUTRONLLC.COM
  121. 121. SENDER SENDER MESSAGE MESSAGE RECEIVER RECEIVER THE OLD COMMUNICATION MODEL WAS A MONOLOGUE.NEUTRONLLC.COM
  122. 122. SENDER SENDER MESSAGE MESSAGE RECEIVER RECEIVER THE NEW COMMUNICATION MODEL IS A DIALOGUE.NEUTRONLLC.COM
  123. 123. QUESTION: How can you test your most creative ideas BEFORE they get to market?NEUTRONLLC.COM
  124. 124. HINT: NEUTRONLLC.COMNot with largequantitative studiesor focus groups.
  125. 125. QUANTITATIVE STUDIES BURY THE PROBLEM IN HEAPS OF UNHELPFUL DATA.NEUTRONLLC.COM
  126. 126. FOCUS GROUPS WERE INVENTED TO FOCUS THE RESEARCH, NOT BE THE RESEARCH.NEUTRONLLC.COM
  127. 127. THE BEST TESTS ARECHEAP, QUICK, AND DIRTY.NEUTRONLLC.COM
  128. 128. Better a rough answer to the right questionthan a detailed answer to the wrong question.NEUTRONLLC.COM
  129. 129. NEUTRONLLC.COM
  130. 130. NEUTRONLLC.COMIf the names and graphics of two trademarks arebetter when swapped, then neither is optimal.
  131. 131. EXISTING TRADEMARKSNEUTRONLLC.COM
  132. 132. WITH NAMES SWAPPEDNEUTRONLLC.COM
  133. 133. CHEAP-QUICK-DIRTY TEST 2: The HAND TEST is a proof for a distinctive voice.NEUTRONLLC.COM
  134. 134. If you can’t tell who’s talking when the trademark is covered, then the brand’s voice is not distinctive.NEUTRONLLC.COM
  135. 135. NEUTRONLLC.COM
  136. 136. CHEAP-QUICK-DIRTY TEST 3: The FIELD TEST is a proof for any concept that can be prototyped.NEUTRONLLC.COM
  137. 137. If your audience can’t verbalize your concept, you’ve failed to communicate it.NEUTRONLLC.COM
  138. 138. SHOPPERS CHARACTERIZED THE PACKAGE CONCEPT ON THE MIDDLE-RIGHT SHELF AS “A FASTER PENCIL.” BINGO.NEUTRONLLC.COM
  139. 139. Field tests measure five things: 1 DISTINCTIVENESS 2 RELEVANCE 3 MEMORABILITY 4 EXTENDABILITY 5 DEPTH OF MEANINGNEUTRONLLC.COM
  140. 140. TESTING MIGHT HAVE SAVED SOME OF THESE COMPANIES FROM THE GREAT SWOOSH EPIDEMIC.
  141. 141. HAS THE GLOBE BECOME THE NEW SWOOSH?NEUTRONLLC.COM
  142. 142. DISCIPLINE 5: CULTIVATENEUTRONLLC.COM
  143. 143. Business is a process, not an entity.NEUTRONLLC.COM
  144. 144. A living brand is a pattern of behavior,not a stylistic veneer.NEUTRONLLC.COM
  145. 145. Brands are like people.NEUTRONLLC.COM
  146. 146. C. D. E. IF PEOPLE CAN CHANGE THEIR CLOTHES WITHOUT CHANGING THEIR CHARACTERS…NEUTRONLLC.COM
  147. 147. WHY CAN’T BRANDS?NEUTRONLLC.COM
  148. 148. NEUTRONLLC.COM
  149. 149. NEUTRONLLC.COM
  150. 150. IF A BRAND LOOKS LIKE A DUCK AND SWIMS LIKE A DOG, PEOPLE WILL DISTRUST IT.NEUTRONLLC.COM
  151. 151. So let’s say you’ve DIFFERENTIATED, COLLABORATED, INNOVATED, AND VALIDATED.NEUTRONLLC.COM
  152. 152. + YOU’VE ADDED THE LEFT BRAIN TO THE RIGHT BRAIN.NEUTRONLLC.COM
  153. 153. NEUTRONLLC.COM
  154. 154. + + YOU’VE USED TESTING TO BANISH THE FEAR OF STUPID.NEUTRONLLC.COM
  155. 155. Your brand is now NUMBER ONE in its category.NEUTRONLLC.COM
  156. 156. What’s your next move?NEUTRONLLC.COM
  157. 157. PASS OUT THE COMPASSES.NEUTRONLLC.COM
  158. 158. What’s a compass?NEUTRONLLC.COM
  159. 159. A continuing brand education program.NEUTRONLLC.COM
  160. 160. NEUTRONLLC.COM
  161. 161. NEUTRONLLC.COM
  162. 162. The more D I S T R I B U T E D a brand becomes,the stronger its management needs to be.NEUTRONLLC.COM
  163. 163. What your company needs is a CBO,or CHIEF BRANDING OFFICER .NEUTRONLLC.COM
  164. 164. THE CBO FORMS A HUMAN BRIDGE BETWEEN LOGIC AND MAGIC, STRATEGY AND DESIGN.NEUTRONLLC.COM
  165. 165. C U LT I V AT I O N D I F F E R E N T I AT I O N V A L I D AT I O N C O L L A B O R AT I O N I N N O V AT I O N BY MASTERING THE FIVE DISCIPLINES OF BRANDING, THE COMPANY CREATES A VIRTUOUS CIRCLE.NEUTRONLLC.COM
  166. 166. WITH EVERY TURN AROUND THE CIRCLE, THE VALUE OF THE BRAND SPIRALS HIGHER.NEUTRONLLC.COM
  167. 167. YOU BUILDNEUTRONLLC.COM
  168. 168. A sustainable competitive advantage.NEUTRONLLC.COM
  169. 169. ABOUT THE AUTHOR Marty Neumeier is president of a San Francisco-based brand consultancy, Neutron LLC. Neutron supplies the “glue”that holds brands together: brand education programs, seminars, workshops, creative audits, process planning, and more. Visit www.neutronllc.com.
  170. 170. Need books for your branding team? Bulk discounts on the THE BRAND GAP areavailable for educational and corporate groups. Contact BECKY.MORGAN@PEACHPIT.COM. NEUTRONLLC.COM

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