Brand & Branding

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

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Brand & Branding

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

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