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.
  • Brand Architecture

    1. 1. _seminar : john ream, president © 2011 Connect Agency. All rights reserved.
    2. 2. brand architecture - "i have alogo, isnt that my brand?"_no it isnt. © 2011 Connect Agency. All rights reserved.
    3. 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. 4. meaning - all grownd up.*the structure of brands within an entity._brand architecture © 2011 Connect Agency. All rights reserved.
    5. 5. meaning - "the dictionary."*brand [braend]_noun : a kind of something distinguished bysome distinctive characteristic. © 2011 Connect Agency. All rights reserved.
    6. 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. 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. 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. 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. 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. 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. 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. 13. © 2011 Connect Agency. All rights reserved.
    14. 14. dna - TRAC_identity : tag line. © 2011 Connect Agency. All rights reserved.
    15. 15. © 2011 Connect Agency. All rights reserved.
    16. 16. © 2011 Connect Agency. All rights reserved.
    17. 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. 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. 19. © 2011 Connect Agency. All rights reserved.
    20. 20. © 2011 Connect Agency. All rights reserved.
    21. 21. © 2011 Connect Agency. All rights reserved.
    22. 22. © 2011 Connect Agency. All rights reserved.
    23. 23. © 2011 Connect Agency. All rights reserved.
    24. 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. 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. 26. summary - live by the dna._the brand © 2011 Connect Agency. All rights reserved.
    27. 27. summary - live by the dna._the brand © 2011 Connect Agency. All rights reserved.
    28. 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. 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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