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Brand Architecture
Brand Architecture
Brand Architecture
Brand Architecture
Brand Architecture
Brand Architecture
Brand Architecture
Brand Architecture
Brand Architecture
Brand Architecture
Brand Architecture
Brand Architecture
Brand Architecture
Brand Architecture
Brand Architecture
Brand Architecture
Brand Architecture
Brand Architecture
Brand Architecture
Brand Architecture
Brand Architecture
Brand Architecture
Brand Architecture
Brand Architecture
Brand Architecture
Brand Architecture
Brand Architecture
Brand Architecture
Brand Architecture
Brand Architecture
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Brand Architecture

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  • brand architecture  - "i already have a logo, isn't that my brand?" If we only had a $1000, I mean $.05, for every time we heard that. We'd still have to work but could at least get a good cup of coffee. The answer is no; your logo is not your brand. Come visit us to be part of a conversation of why and how to craft your Brand DNA. We'll discuss how to mobilize your company through brand development, brand experience, and brand extension. Just a reminder, we only have this topic twice so move around what you can to make this seminar. FREE It's our way of giving back. PRESENTERS George Swisher & John Ream JUN 9 9AM - 1030AM JUN 23 9AM - 1030AM   Connect Jacksonville Office 131 East Bay Street 32202 REGISTER reply to  [email_address]   INVITE  click here  to invite a peer or someone who could benefit from this seminar.
  • John Notes: - remember to always make it about the people in the room and their business. Not so much about YogaBerry. It's just a tangible example of how they can apply it. - maybe ask people in the room what they see their brand dna as. - elimante some of the yogaberry prints and website pages.  Randy Notes: Next time ask audience to offer up what they would consider their company's DNA.  For other seminars, any kind of interaction that is introspective would be helpful.
  • Transcript

    • 1. _seminar : john ream, president © 2011 Connect Agency. All rights reserved.
    • 2. brand architecture - "i have alogo, isnt that my brand?"_no it isnt. © 2011 Connect Agency. All rights reserved.
    • 3. agenda - be a brand architect.*meaning*dna*case study*experience*utility*extension*take aways_pressure : it doesnt have to be. © 2011 Connect Agency. All rights reserved.
    • 4. meaning - all grownd up.*the structure of brands within an entity._brand architecture © 2011 Connect Agency. All rights reserved.
    • 5. meaning - "the dictionary."*brand [braend]_noun : a kind of something distinguished bysome distinctive characteristic. © 2011 Connect Agency. All rights reserved.
    • 6. meaning - "wiki."*brand [braend]_noun : the personality of a product, service or companyand how it relates to key constituencies. © 2011 Connect Agency. All rights reserved.
    • 7. meaning - what we think.*brand [braend] - the tangible andintangible values of a product, service orplace._adverb : when, where and why. © 2011 Connect Agency. All rights reserved.
    • 8. dna - just like molecules.*blueprint of brand promise +brand personality + brand identity= brand dna_brand dna : "woven" values of distinctiveness, noveltyand attributes, as compared to competition. © 2011 Connect Agency. All rights reserved.
    • 9. dna - just like molecules.*brand promise = what you will deliverthat is unique, compelling, andbelievable at every level._brand promise : what do you promise to everyconstituent. © 2011 Connect Agency. All rights reserved.
    • 10. dna - just like molecules.*brand personality = 5 primary, includingsecondary, psychological attributes thatillustrate the behavior, thoughts andemotions of the brand ._brand personality : what does the brand do, like, eat,etc. © 2011 Connect Agency. All rights reserved.
    • 11. dna - just like molecules.*brand identity = the top 3 tangible orintangible value attributes oneassociates with a brand._visual brand identity : the visual representation of theattributes. © 2011 Connect Agency. All rights reserved.
    • 12. dna - TRAC heavy duty filters*brand promise = best option in tractor parts.*brand personality = reliable, tough, fair, cuttingedge, rebel (badge brand).*brand identity = OEM quality for less money,trusted option in tractor sector._trac what? : where it started. © 2011 Connect Agency. All rights reserved.
    • 13. © 2011 Connect Agency. All rights reserved.
    • 14. dna - TRAC_identity : tag line. © 2011 Connect Agency. All rights reserved.
    • 15. © 2011 Connect Agency. All rights reserved.
    • 16. © 2011 Connect Agency. All rights reserved.
    • 17. experience - "market me"*the experiential aspect that consists ofall points of contact with the brand._brand experience : every form of communicationsshould be seen as an experience of the dna. © 2011 Connect Agency. All rights reserved.
    • 18. experience - yogaberry*yogabuddy - program and POP*employees - uniform*customer experience - menus*marketing - promotion*marketing - website_yoga what? : the brand actually talked. © 2011 Connect Agency. All rights reserved.
    • 19. © 2011 Connect Agency. All rights reserved.
    • 20. © 2011 Connect Agency. All rights reserved.
    • 21. © 2011 Connect Agency. All rights reserved.
    • 22. © 2011 Connect Agency. All rights reserved.
    • 23. © 2011 Connect Agency. All rights reserved.
    • 24. utility - givem something.*create something of goodwillsurrounding the brand.*provide tools, resources, access.*Nike+*Ballers Network_brand utility : how can you make daily activities aroundyour brand easier. © 2011 Connect Agency. All rights reserved.
    • 25. extension - if they like this...*80% of new brands use this to intro newbrands or create/increase sales.*reduce risk and cost of entry.*Jello, created Jello Pudding Pops*Arm & Hammer, Oral Care & Laundry_brand extension : use existing brand loyalty as avehicle to enter a new or modified category. © 2011 Connect Agency. All rights reserved.
    • 26. summary - live by the dna._the brand © 2011 Connect Agency. All rights reserved.
    • 27. summary - live by the dna._the brand © 2011 Connect Agency. All rights reserved.
    • 28. summary - live by the dna.*use the core structure of the promise,personality and identity to be "branddna." deliver the dna at every levelthrough experiences, utility, andextension to make up "the brand."_the brand © 2011 Connect Agency. All rights reserved.
    • 29. next - "continued ed."*integrated marketing (may)*reputation management (jun)*unexpected insights (jul)_up coming : seminars & workshops © 2011 Connect Agency. All rights reserved.

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