Brand & Branding

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I gave this presentation at a branding session of Milton Marketing Conference in Bangkok, Summer 2011

I gave this presentation at a branding session of Milton Marketing Conference in Bangkok, Summer 2011

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Transcript

  • 1. BRAND
  • 2. 1 Modern Definition Of Brand2 Disciplines Of Brand Building
  • 3. What is brand?
  • 4. 1 Brand is not a logo2 Brand is not an identity3 Brand is not a product
  • 5. 1 Brand is not a logo2 Brand is not an identity3 Brand is not a product
  • 6. 1 Brand is not a logo2 Brand is not an identity3 Brand is not a product
  • 7. 1 Brand is not a logo2 Brand is not an identity3 Brand is not a product
  • 8. What exactly is a brand?
  • 9. A brand is a person’s gutfeeling about a product, aservice, or an organization
  • 10. In other words
  • 11. It’s not what YOU say it is
  • 12. It’s what THEY say it is
  • 13. They?
  • 14. The Customers
  • 15. Branding Brand
  • 16. It is a process to develop brand
  • 17. Why branding is important?
  • 18. 1 Customers have many choices Products with similar features2 and quality Customers are influenced by3 trust and opinions
  • 19. 1 Customers have many choices Products with similar features2 and quality Customers are influenced by3 trust and opinions
  • 20. 1 Customers have many choices Products with similar features2 and quality Customers are influenced by3 trust and opinions
  • 21. How do customers decide?
  • 22. T=r+dTRUST RELIABILITY DELIGHT
  • 23. It always has two sides of thoughts in a branding processAnalytical IntuitiveLogical EmotionalLinear SpatialNumerical VisualVerbal Physical
  • 24. When two sides work together,they build a charismatic brand
  • 25. A Charismatic brand is any product, service, or organization for which people believe there’s no substitute
  • 26. Amazon Hitachi OXO Goodgrips Apple Home Depot Pepsi-Cola Burger King Ikea PrellColdwater Creek Kmart RCA Dasani Krispy Kreme Reebok Disney Levi’s Rubbermaid DK Books Longs Drugs Safeway Everyday Macy’s Samsung Ford Mini Cooper SearsGeneral Electric Newsweek Southwest Airlines Google Nussan United Artists Hanes Nordstorm Virgin
  • 27. Amazon Hitachi OXO Goodgrips Apple Home Depot Pepsi-Cola Burger King Ikea PrellColdwater Creek Kmart RCA Dasani Krispy Kreme Reebok Disney Levi’s Rubbermaid DK Books Longs Drugs Safeway Everyday Macy’s Samsung Ford Mini Cooper SearsGeneral Electric Newsweek Southwest Airlines Google Nussan United Artists Hanes Nordstorm Virgin
  • 28. Can my brand be charismatic?
  • 29. 5 disciplines of brand building
  • 30. Differentiation
  • 31. FEATURES BENEFITS EXPERIENCE IDENTIFICATION“What it is” “What it does?” “What you feel” “Who you are”1900 1925 1950 2000
  • 32. Is this how your customers see you?3 important words for differentiation Focus . Focus. Focus
  • 33. Do a focus test, ask yourself: 1 Who are you?______________ 2 What do you do?____________ 3 Why does it matter?__________
  • 34. Bad brands are those that chaseshort-term profits at the expenseof long-term brand value Good brands grow the value of a brand by reinforcing its focus
  • 35. Collaboration
  • 36. It takes a village to build a brand
  • 37. 1One-stop Supplier Event Product Design Web Design CS Marketing R&D Strategy Technical Package Sales P R Company Collaboration
  • 38. 2Proxy Supplier Technical Web Design Product Design Brand Agency Marketing R&D Event CS Sales P R Package Strategy Company Collaboration
  • 39. 3 Sales Technical Product Design MarketingIntegrated Package CS Company P R R&D Web Design Supplier Event StrategyCollaboration
  • 40. Innovation
  • 41. Why do companies have somuch trouble with creativity? Because creativity is right- brained, and strategy is left- brained
  • 42. 1+1 =2
  • 43. 1+1 =1+1
  • 44. 1+1 =11
  • 45. How do you know whenan idea is innovative?
  • 46. When it scares the hellout of everybody
  • 47. Validation
  • 48. If you can’t tell who’s talking when the trademark is covered, then the brand’s voice is not distinctive
  • 49. If your audiencecan’t verbalizeyour concept,you’ve failed tocommunicate it.
  • 50. T=r+dTRUST RELIABILITY DELIGHT
  • 51. Sender Message ReceiverThe old communication model is a monologue
  • 52. Sender Message Receiver A feedback loop is the circulation of buzzThe new communication model is a dialogue
  • 53. If a brand looks like a duck and swims like a dog, people will distrust it
  • 54. Cultivation
  • 55. Business is a process, not anentity A living brand is a pattern of behavior, not a stylistic appearance
  • 56. Brands are like people
  • 57. If people can change their clothes without changing their characters
  • 58. Why can’t brands?
  • 59. Control the look and feel Influence the character
  • 60. Brand BrandPyramid Essence Emotional Benefits feel good aspects Customer Benefits emotional need Functional Benefits tangible experience Product Attributes differentiated aspects
  • 61. Thank You