A brief presentation about branding and the creative process that's behind the way I do my work. A presentation made for Expert in the House event organized by PharmAssist with the support of Start-Up Lisboa.

1. about
branding,
babies and
bubble baths
Expert in the House // PharmAssistant
// Start-up Lisboa // 18 Feb’15

2. Then and Now
About Branding

3. THEN
Identification Sign
NOW
Differentiation Asset

4. THEN
Identification Sign
To Claim some Ownership
NOW
Differentiation Asset
To Chaise some Purpose

5. THEN
Identification Sign
To Claim some Ownership
To Sell Things
NOW
Differentiation Asset
To Chaise one Purpose
To Tell Stories

6. THEN
Identification Sign
To Claim some Ownership
To Sell Things
Mainly Functional
NOW
Differentiation Asset
To Chaise one Purpose
To Tell Stories
Strongly Relational

7. THEN
Identification Sign
To Claim some Ownership
To Sell Things
Mainly Functional
To endorse key attributes
NOW
Differentiation Asset
To Chaise one Purpose
To Tell Stories
Strongly Relational
To engage trough emotions

8. THEN
Identification Sign
To Claim some Ownership
To Sell Things
Mainly Functional
To endorse key attributes
To be Reminded
NOW
Differentiation Asset
To Chaise one Purpose
To Tell Stories
Strongly Relational
To engage trough emotions
To be Remarkable

9. THEN
Identification Sign
To Claim some Ownership
To Sell Things
Mainly Functional
To endorse key attributes
To be Reminded
NOW
Differentiation Asset
To Chaise one Purpose
To Tell Stories
Strongly Relational
To engage trough emotions
To be Remarkable

10. Brands are continuously evolving.
They grow. Change. Adapt.
Immutable laws doesn’t suit
the game anymore.
Values speak louder than features.

11. AKA
UNIQUE
SELLING
PROPOSITION

12. UNIQUE
SHAREABLE
PREMISE
MORE LIKE

13. Same principles apply also
for a rebranding project,
except one “minor” detail:

14. Branding
its always about looking forward
BRAND
NEW

15. Rebranding its a legacy
management challenge
NEW
BRAND

16. FEAR
ATTRACTION/
CHANGE
TO
NEW
BRAND

17. REBRANDING 101
don’t throw the baby out
with the bathwater

18. REBRANDING 101
Specially if she’s your baby:)
don’t throw the baby out
with the bathwater

19. NEW
BRANDIts a Journey from Where You’re Standing...

20. NEW
BRAND... to What You’ll Stand for.

21. NEW
BRANDA Leap for a Fresh new Tone and Positioning

22. NEW
BRANDRebranding is a Chance to
Look Things from New Angles

23. NEW
BRANDLook for the right angle
NEW
BRANDTo find new brand perspectives
that are far from sight.

24. NEW
BRANDEven if it goes a little too far :)

25. What does it
takes tocreate
or redefine a
brand?
What
about the
Creative
Process?

26. The
Creative
Process

27. The
Creative
Process

28. The
Creative
Process CONVENTIONS
KNOW-HOW
MARKET RESEARCH
SWOT ANALYSIS
DEADLINES

29. The
Creative
Process CONVENTIONS
KNOW-HOW
MARKET RESEARCH
SWOT ANALYSIS
DEADLINES
Strategy
Gets Creative™

30. The
Creative
Process
INSIGHTS
IDEAS
CREATIVITY
BRANDS
DISRUPTIONS

31. Where to begin?
Simon Sinek
START
WITH
WHY

32. Here’s a
little Story
about
our
Why
There was a young man who was truly passionate
about sports cars and motorcycles. But he knew he could
not be a “sports car guy“ and a “motorcycle guy”,
as he believed the way you choose to get around says
a lot about how you see yourself as a person.
One day, another guy came by his coffee shop.
It was pouring rain that day as this guy parks his beautiful
chopper across the street and approaches the balcony,
dripping water all over the place.
Looking in sorrow at this poor soaked wet biker,
the young man asked him what he thought
to be a rhetorical question:
“Don’t you wish you had a car today?”
And the rider simply replied:
“No. I just wish it wasn’t raining today”.

33. Here’s a
little Story
about
our
Why
Thinkwide™
is all about
creating
strategies that
will meet your
purposes. Never
the other way
around.

34. Thinkwide 2015 © Documento Confidencial
Strategy
Gets Creative™
hello@thinkwide.pt
www.thinkwide.pt