BRANDING: big basic boards + heads up

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My topline 'brand' perspectives and view onto our world through a world of brands.

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BRANDING: big basic boards + heads up

  1. 1. © IDHolland IDENTITY Partners 2012
  2. 2. 3P© IDHOLLAND Identity Advisory 2013 agenda purpose practise perception
  3. 3. © IDHOLLAND Identity Advisory 2013 we all deserve better I believe
  4. 4. © IDHOLLAND Identity Advisory 2013 we all deserve better brands that are interesting, attuned, emphatic, empathetic and useful. I believe
  5. 5. © IDHOLLAND Identity Advisory 2013 “The notion that America lives in a culture of violence is bullshit... America lives in a culture of Kardashian.” - Stephen King I believe
  6. 6. © IDHOLLAND Identity Advisory 2013
  7. 7. © IDHOLLAND Identity Advisory 2013 Virgin, Material Girl, In Vogue, Sex Fantasy, Spiritualist, Girl-next-door...
  8. 8. © IDHOLLAND Identity Advisory 2013 To ‘young-at-heart’ people with unfulfilled yearnings, she’s an icon who is always radical... (and radical today, is tomorrow’s normal)
  9. 9. © IDHOLLAND Identity Advisory 2013 time. tricks. trust. We don’t have enough Everyone has the same We ‘buy’ based on from meeting expectations branding is hot, because:
  10. 10. © IDHOLLAND Identity Advisory 2013 tribes
  11. 11. © IDHOLLAND Identity Advisory 2013 Tribes come together around common beliefs. Great companies know this.   Their tribe is not just about winning.  Their tribe is about changing the world.... making a difference.  That's how you really win.
  12. 12. © IDHOLLAND Identity Advisory 2013 cultureTribes come together around common beliefs. Great companies know this.   Their tribe is not just about winning.  Their tribe is about changing the world.... making a difference.  That's how you really win.
  13. 13. © IDHOLLAND Identity Advisory 2013 whether you like it or not we all have a brand Accidental/ Intentional?
  14. 14. © IDHOLLAND Identity Advisory 2013 Stand up, stand out and stand apart from parity and sameness. brand apart!
  15. 15. © IDHOLLAND Identity Advisory 2013
  16. 16. © IDHOLLAND Identity Advisory 2013
  17. 17. © IDHOLLAND Identity Advisory 2013 good businesses from beginning to end great stories+ how we stand apart from competition a charismatic brand=
  18. 18. © IDHOLLAND Identity Advisory 2013 great stories how we stand apart from competition not only about the brand, but also a story about YOU
  19. 19. © IDHOLLAND Identity Advisory 2013 “Any product, service or organization for which people believe there is NO substitute.”
  20. 20. © IDHOLLAND Identity Advisory 2013 this is not your brand... LOGO HERE
  21. 21. © IDHOLLAND Identity Advisory 2013 it used to be about ownership only
  22. 22. © IDHOLLAND Identity Advisory 2013 this is not branding
  23. 23. hearts, minds & souls... © IDHolland IDENTITY Partners 2012 This is
  24. 24. © IDHOLLAND Identity Advisory 2013 reputation & expectation your brand is
  25. 25. © IDHOLLAND Identity Advisory 2013 delivered on reputation & expectation your brand is
  26. 26. © IDHOLLAND Identity Advisory 2013 branding today - how we see it: we get out what we put outLove,Belief&Loyalty Time Practise Perception Purpose
  27. 27. © IDHOLLAND Identity Advisory 2013 branding today - how we see it: we get out what we put out Purpose Love,Belief&Loyalty Time Culture Action Image Advocacy
  28. 28. © IDHOLLAND Identity Advisory 2013 branding today - how we see it: we get out what we put out Purpose Time Culture Action Image Advocacy Values And Behaviours Expression Reputation And Memory Love,Belief&Loyalty
  29. 29. © IDHOLLAND Identity Advisory 2013 image and advocacy (‘brand’) expression and action Purpose Culture Action Image Advocacy branding today - how we see it: we get out what we put out
  30. 30. © IDHOLLAND Identity Advisory 2013 branding today - how we see it Advocates trust Recommend
  31. 31. © IDHOLLAND Identity Advisory 2013 branding today - how we see it AdvocatesRecommend 9/10 online consumers say recommendations from friends and family are the most trusted form of advertising worldwide. Consumers trust advocates, not ads... Advertising spend$0
  32. 32. © IDHolland IDENTITY Partners 2012 your brand is what ‘THEY’ say it is.
  33. 33. © IDHOLLAND Identity Advisory 2013 a word-of- mouth world... Because today we live in - Gary Vaynerchuck
  34. 34. © IDHOLLAND Identity Advisory 2013 Influence
  35. 35. © IDHOLLAND Identity Advisory 2013 what do I stand FOR? ask yourself a key question ?
  36. 36. © IDHOLLAND Identity Advisory 2013 Pushing the boundaries of human potential not an energy drink (anymore)
  37. 37. © IDHOLLAND Identity Advisory 2013 = community
  38. 38. © IDHOLLAND Identity Advisory 2013 ‘our brand of business...’ what we become know, loved, remembered, recommended for. ‘our brand’ to from branding today - reframing how we look at things
  39. 39. © IDHOLLAND Identity Advisory 2013 ‘our brand of business...’ ‘our brand’ to from branding today - reframing how we look at things behavior interaction thinking innovation sharing storytelling and so on...
  40. 40. © IDHOLLAND Identity Advisory 2013 tribes that believe. FEATURES “what it is” BENEFITS “what it does” EXPERIENCE “what you feel” IDENTIFICATION “showing off yourself” 1900 > 1925 > 1950 > 2000 > 2010 > MEANING “WHY you are” from making to the age of meaning
  41. 41. © IDHOLLAND Identity Advisory 2013 the age of meaning from factory to “for me” from industry to ideas
  42. 42. © IDHOLLAND Identity Advisory 2013 “People don’t buy (into) what you do, they buy why you do it.” - Simon Sinek the age of meaning
  43. 43. © IDHOLLAND Identity Advisory 2013 Jayanata - Brand Identity development - March 2012 © not a computer company the age of meaning
  44. 44. Jayanata - Brand Identity development - March 2012 © “Everything we do, we believe in challenging the status quo, we believe in thinking differently.” “We do this by making products that are beautifully designed, and easy to use.” “We just happen to make great computers.... (wanna buy one?)” © IDHOLLAND Identity Advisory 2013 the age of meaning
  45. 45. © IDHOLLAND Identity Advisory 2013 zeitgeist insight belief the age of meaning
  46. 46. © IDHOLLAND Identity Advisory 2013 Seeking. New. Self. the age of meaning
  47. 47. © IDHOLLAND Identity Advisory 2013 we are on our own, and need to find our way Now individuals are are on their own. They must construct themselves from the beginning without support and they must not only construct themselves they must construct the measures that allow them to assess the meaning and success of their lives. They are bound by their own freedom. the age of meaning
  48. 48. © IDHOLLAND Identity Advisory 2013 “When was the last time you did something for the first time?” the age of meaning
  49. 49. © IDHOLLAND Identity Advisory 2013 Definition: The ‘new’ has never been hotter, as the entire world, from emerging to mature economies, is now creating new products, services and experiences on a daily, if not hourly basis, in every B2C industry. Which moves 'new' from being a tired marketing ploy by ‘old’ brands ('new and improved!'), to a genuine, exciting proposition for consumers. NEWISM Why more than ever,consumers lust after the new. And why that spells heaven or hell for brands. FSTR SocialStatus
  50. 50. © IDHOLLAND Identity Advisory 2013 Everything is getting faster and FSTR. The online world, with its relentless acceleration and amplification – of information, of excitement, of attention – is of course a major contributor to NEWISM. Instagram (10 million users in under a year) Draw Something (35 million users in just 6 weeks!). Pebble raising over USD 10 million in 37 days on Kickstarter*. Taco Bell sold 100 million of its new Doritos Locos Tacos in 10 weeks, making it the chain’s fastest ever product launch. * Kickstarter is a great enabler of the ‘new’ innovation ecosystem: anyone can now test, fund and launch almost any new idea. any new innovation that taps pent-up demand will erupt and spread faster than ever FSTR
  51. 51. SOCIAL © IDHolland Identity Partners 2012 StumbleUpon Brand Purpose reappraisal - November 2012 “Social status comes from being in the know, and from being part of the ‘new’.” On top of collecting experiences, in a world where everything is transient keeping one's finger firmly on the pulse of the endless global torrent of new products and services (FSTR), showing one's connectedness and being in the know, will be an ever-richer source of social status (especially for SOCIAL-LITE consumers). Yes, 'new' is the new prestige ;-) In April 2012 Nike launched a number of highly collectible limited edition sneakers using a Twitter reservation system. Stores would randomly tweet specific product hashtags during the day of release, and the first followers to include this in a direct message to the store would reserve a pair of the sneakers.
  52. 52. © IDHOLLAND Identity Advisory 2013 What NEWISM is NOT (and the inevitable counter-trend) Not all consumer attention will be focused on the new: Still endless value in heritage brands, known to deliver constant, trusted quality and provenance. Value in well-told, compelling stories. In comfort. In tradition. In the local. In curation of existing products. In tailoring. No trend applies to all consumers, all of the time, and the ‘new’ doesn’t always kill the old. NEWISM Edvard Munch’s “The Scream” — a record $119,922,500 (U.S..
  53. 53. © IDHOLLAND Identity Advisory 2013 Broadcast Yourself the age of meaning
  54. 54. © IDHOLLAND Identity Advisory 2013 Purpose beyond profit the age of meaning It used to be that smart executives thought the purpose of business was about ideas like "maximizing shareholder value", "providing extraordinary returns", "maintaining a sustained leadership position", etc. What many people are realizing is that these are outcomes from having a true, well understood purpose. Profits are not your company's 'purpose' - they are an outcome from doing things well. Purpose is why you get out of bed in the morning. What is it that drives you and your team? What matters? What are you (here) for?
  55. 55. © IDHOLLAND Identity Advisory 2013 Social More connected, in touch, interested, caring Personally interested in us “we are going through the re- humanization of business - Gary Vaynerchuck parity personality the age of meaning
  56. 56. © IDHOLLAND Identity Advisory 2013 3 levels for framing purpose: 1. metrics 2. existence 3. invigorating a little more meaningful services, customer focus, satisfying needs Help understand ‘why’ through needs serviced Guides product-dev and day-to-day action DOES NOT place staff/users in a wider social narrative which is what they desire more today No distinct positive advantage from to the age of meaning
  57. 57. © IDHOLLAND Identity Advisory 2013 the age of meaning Metric purpose for profit financial targets - no benefit to the company culture 1994: “We exist to create value for our shareholders on a long-term basis by building a business that enhances the Coca-Cola trademark.”
  58. 58. © IDHOLLAND Identity Advisory 2013 the age of meaning Invigorating Purpose beyond profit “To refresh the world - in mind, body and spirit” focus on changing, not just servicing society
  59. 59. © IDHOLLAND Identity Advisory 2013 the age of meaning Invigorating Purpose beyond profit focus on changing, not just servicing society
  60. 60. © IDHOLLAND Identity Advisory 2013 the age of meaning Invigorating Purpose beyond profit focus on changing, not just servicing society
  61. 61. © IDHOLLAND Identity Advisory 2013 the age of meaning Invigorating Purpose beyond profit
  62. 62. © IDHOLLAND Identity Advisory 2013 PURCHASING TRADITIONAL COMMUNICATION BRAND STRATEGY From... to... FINANCE HR SALES MARKETING AFTER SALES COMMS PURCHASING FINANCE HR SALES MARKETING AFTER SALES COMMS POSITION Business + Marketing Strategy BRAND the age of meaning - moving the needle
  63. 63. © IDHOLLAND Identity Advisory 2013 Ultimately to inspire and develop children to think creatively, reason systematically and release their potential to shape their own future - experiencing the endless human possibility. Pioneer new ways of playing, play materials and the business models of play - leveraging globalisation and digitalisation...it is not just about products, it is about realising the human possibility. This is a brand that is not merely about ‘blocks’.... ‘Inspire and develop the builders of tomorrow’
  64. 64. © IDHOLLAND Identity Advisory 2013 To inspire and nurture the human spirit – one person, one cup and one neighborhood at a time. Invigorating Purpose beyond profit the age of meaning
  65. 65. © IDHOLLAND Identity Advisory 2013 Invigorating Purpose beyond profit the age of meaning 99¢ 4.99¢ a ‘third place’ between work and home, consistently, everywhere. enabling a premium pricing position.
  66. 66. © IDHOLLAND Identity Advisory 2013 not a coffee company “Customers must recognize that you stand for something.” - Howard Shultz, Starbucks Invigorating Purpose beyond profit the age of meaning
  67. 67. © IDHOLLAND Identity Advisory 2013 the age of meaning Invigorating Purpose beyond profit Universalization Allow everyone to experience what the few have Innovation Go where no one has gone before Fresh Challenge Challenge complacency and the ‘big guys’ Excellence Strive to perfect one's art Global Responsibility Do business in a sustainable and ethical way Human Values Recognize humanity of employees, suppliers and customers Enriching Experience Understand people are forever seeking out something new, different and fulfilling
  68. 68. © IDHOLLAND Identity Advisory 2013 defining place Positioning SPECTRUM Rational Tangibles What you have Infrastructure Assets What you do Products Services How you do it Approach Expertise Who you are Personality Values Why you do it Purpose Cause Emotive Intangibles In deciding on a brands’ positioning, it is sometimes useful to consider what kind of brand you want to be: a what, a how or a why brand...
  69. 69. © IDHOLLAND Identity Advisory 2013 aeronautics overnight freedomnetwork magic Rational Tangibles Emotive Intangibles What you have Infrastructure Assets What you do Products Services How you do it Approach Expertise Who you are Personality Values Why you do it Purpose Cause defining place Positioning SPECTRUM In deciding on a brands’ positioning, it is sometimes useful to consider what kind of brand you want to be: a what, a how or a why brand...
  70. 70. © IDHOLLAND Identity Advisory 2013 aeronautics overnight freedomnetwork magic Rational Tangibles Emotive Intangibles What you have Infrastructure Assets What you do Products Services How you do it Approach Expertise Who you are Personality Values Why you do it Purpose Cause defining place Positioning SPECTRUM © IDHolland Identity Partners 2012 StumbleUpon Brand Purpose reappraisal - November 2012 reach (“everywhere”) What you have Infrastructure Assets What you do Products Services How you do it Approach Expertise Why you do it Purpose Cause An example of a positioning spectrum for differentiation: Rational (Tangibles) Emotional (Intangibles) Who you are People Personality
  71. 71. © IDHOLLAND Identity Advisory 2013 Rational Tangibles Emotive Intangibles What you have Infrastructure Assets What you do Products Services How you do it Approach Expertise Who you are Personality Values Why you do it Purpose Cause defining place Positioning SPECTRUM ‘the social network’ connect and sharing with the people in your life
  72. 72. © IDHOLLAND Identity Advisory 2013 “Better, inside” defining place Create a better everyday life for many people. Enabling people to experience the joy of driving “Sheer driving pleasure” Everything designed with this purpose in mind Innovation, Independence, Authenticity
  73. 73. © IDHolland Identity Partners 2012 StumbleUpon Brand Purpose reappraisal - November 2012 defining place
  74. 74. © IDHOLLAND Identity Advisory 2013 defining place
  75. 75. © IDHOLLAND Identity Advisory 2013 Auto recovery Jobs Veterans Health Care Education Energy “What I am describing here is a new business model for marketing, appropriate to the digital age,” In this model, companies compete for global ownership of one word in the public mind.” defining place
  76. 76. © IDHOLLAND Identity Advisory 2013
  77. 77. © IDHOLLAND Identity Advisory 2013 In summary Insight and Belief Purpose Practise and brand of business
  78. 78. © IDHOLLAND Identity Advisory 2013 In summary purpose practise perception
  79. 79. © IDHOLLAND Identity Advisory 2013 In summary patience

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