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brand reputation =
brand trust =
brand promise =
1 clarity
CAN YOU ANSWER THIS QUESTION?
We are the  only  ones who ________ .
 
this is what you should focus on this is all the stuff you’re talking about
who what where why
BE A  FEW THINGS  TO A  FEW PEOPLE.
 
compelling 2
HERE COME SOME  DIAGRAMS
very relevant to people irrelevant to people radically different from competitors extremely similar to competitors antes d...
very relevant to people irrelevant to people radically different from competitors extremely similar to competitors antes d...
what you do best what people really want what your competitors struggle with THE SWEET SPOT Source: Brand Aid by Brad Van ...
courage 3
“ WE FIRE  4%   OF OUR MOST-DEMANDING CUSTOMERS EVERY MONTH.” Arkadi Kuhlman, CEO
YOU KNOW WHAT OUR INSTINCTS TELL US?
fitting in  with the herd is the best  formula for survival wrong
WE ARE HARD-WIRED TO NOTICE THINGS THAT STAND OUT
when you stand out you’re going to get  hammered.
controversy 4
wrong direct mail marketers shoot for a 2% response rate
YOU SHOULD MAKE  2%  OF THE AUDIENCE MAD
why?
because we see over 3,500 brand messages every day
 
 
 
dumb “ unstable” “ losses” Were they smoking pot? crazy stupid hate it blunder why? The CEO should lose his job. “ I’m swi...
Agency: Weber Marketing Group
character 5
 
 
we aren’t _________ ( FILL IN THE BLANK )
Agency: Weber Marketing Group
caring comforting fun zany honest personal reliable professional edgy quirky we are
personal caring comforting concerned professional committed reliable dependable simple real genuine honest unconventional ...
fun quirky edgy simple unconventional zany real honest genuine personal caring comforting concerned dependable professiona...
 
credibility 6
 
what you’re saying what’s really going on brand  lies
consistency consistency consistency consistency consistency 7 consistency consistency
 
 
 
priceless
 
 
 
 
 
brand gap canyon
8 conversation
Great brands    get people talking.
Great brands talk   with people.
Great brands listen.
ARE YOU READY TO HEAR WHAT THEY HAVE TO SAY?
 
 
Hello there! I work for Bank of America. Let me know if there’s anything I can do to help. So Bank of America charged me $...
 
9 culture
 
B R A N D  G U I D E L I N E S  M A N U A L : Source: Weber Marketing Group
on-brand employees inquire within
IT ONLY MATTERS IF IT’S  MEASURED  AND  REWARDED.
commitment 1 0
branding
$ + +
change 1 1
who you are today what you want to become
who you are today what you want to become
who you are today what you want to become
clarity compelling courage controversial character credibility consistency conversation culture commitment change DEFINITI...
QUESTIONS?
 
 
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11 Cs Of Breakthrough Brands

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How to put 11 distinct, power-proven principles to work
for your financial institution so you can create, execute and maintain a healthy, vibrant and growing brand.
If you're interested in having the 11 Cs session presented at your next event, please go to www.iconiq.com and send an email.

Published in: Business, Technology
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11 Cs Of Breakthrough Brands

  1. 2. brand reputation =
  2. 3. brand trust =
  3. 4. brand promise =
  4. 5. 1 clarity
  5. 6. CAN YOU ANSWER THIS QUESTION?
  6. 7. We are the only ones who ________ .
  7. 9. this is what you should focus on this is all the stuff you’re talking about
  8. 10. who what where why
  9. 11. BE A FEW THINGS TO A FEW PEOPLE.
  10. 13. compelling 2
  11. 14. HERE COME SOME DIAGRAMS
  12. 15. very relevant to people irrelevant to people radically different from competitors extremely similar to competitors antes drivers neutrals distinctions Source: McKinsey & Company
  13. 16. very relevant to people irrelevant to people radically different from competitors extremely similar to competitors antes drivers neutrals distinctions Source: McKinsey & Company high-interest checking member dividends innovative $1 billion in assets free checks rewards program trustworthy accurate best places to work
  14. 17. what you do best what people really want what your competitors struggle with THE SWEET SPOT Source: Brand Aid by Brad Van Auken
  15. 18. courage 3
  16. 19. “ WE FIRE 4% OF OUR MOST-DEMANDING CUSTOMERS EVERY MONTH.” Arkadi Kuhlman, CEO
  17. 20. YOU KNOW WHAT OUR INSTINCTS TELL US?
  18. 21. fitting in with the herd is the best formula for survival wrong
  19. 22. WE ARE HARD-WIRED TO NOTICE THINGS THAT STAND OUT
  20. 23. when you stand out you’re going to get hammered.
  21. 24. controversy 4
  22. 25. wrong direct mail marketers shoot for a 2% response rate
  23. 26. YOU SHOULD MAKE 2% OF THE AUDIENCE MAD
  24. 27. why?
  25. 28. because we see over 3,500 brand messages every day
  26. 32. dumb “ unstable” “ losses” Were they smoking pot? crazy stupid hate it blunder why? The CEO should lose his job. “ I’m switching credit unions.” Agency: Weber Marketing Group
  27. 33. Agency: Weber Marketing Group
  28. 34. character 5
  29. 37. we aren’t _________ ( FILL IN THE BLANK )
  30. 38. Agency: Weber Marketing Group
  31. 39. caring comforting fun zany honest personal reliable professional edgy quirky we are
  32. 40. personal caring comforting concerned professional committed reliable dependable simple real genuine honest unconventional edgy zany quirky fun
  33. 41. fun quirky edgy simple unconventional zany real honest genuine personal caring comforting concerned dependable professional committed reliable
  34. 43. credibility 6
  35. 45. what you’re saying what’s really going on brand lies
  36. 46. consistency consistency consistency consistency consistency 7 consistency consistency
  37. 50. priceless
  38. 56. brand gap canyon
  39. 57. 8 conversation
  40. 58. Great brands get people talking.
  41. 59. Great brands talk with people.
  42. 60. Great brands listen.
  43. 61. ARE YOU READY TO HEAR WHAT THEY HAVE TO SAY?
  44. 64. Hello there! I work for Bank of America. Let me know if there’s anything I can do to help. So Bank of America charged me $5 overdraft but my balance was positive. That’s not cool. Credit union here I come.
  45. 66. 9 culture
  46. 68. B R A N D G U I D E L I N E S M A N U A L : Source: Weber Marketing Group
  47. 69. on-brand employees inquire within
  48. 70. IT ONLY MATTERS IF IT’S MEASURED AND REWARDED.
  49. 71. commitment 1 0
  50. 72. branding
  51. 73. $ + +
  52. 74. change 1 1
  53. 75. who you are today what you want to become
  54. 76. who you are today what you want to become
  55. 77. who you are today what you want to become
  56. 78. clarity compelling courage controversial character credibility consistency conversation culture commitment change DEFINITION EXECUTION
  57. 79. QUESTIONS?

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