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Teaching Session with John Kim
- 1. How to Build a World-Class Brand
- 2. Change will never be as slow as today
- 3. Source: Automotive 4.0 – The Digital Revolution, automotiveIT 2014. Google internal data https://public.tableau.com/profile/jeffs8297#!/vizhome/TheBillionViewsClub/ABillionViews 13 TV 75 Telephone 38 Radio years 3 Facebook PPAP How long did it take to reach 50 million users? 2 weeks
- 5. Which is it? Delicious, Cold, Refreshing
- 6. FRESH COLA Carbonated Water High Fructose Corn Syrup Caramel Color Phosphoric Acid Natural Flavors Caffeine Calories - 110 Fat - o grams Sodium - 25 mg Total Carbohydrate - 29 g Sugars - 29 g COCA-COLA Carbonated Water High Fructose Corn Syrup Caramel Color Phosphoric Acid Natural Flavors Caffeine Calories - 140 Fat - o grams Sodium - 45 mg Total Carbohydrate - 39 g Sugars - 39 g $.99 $1.99
- 7. Two questions: 1) Which brands are growing and why? 2) Is great products or great marketing the reason for their success?
- 12. Proprietary + Confidential why people choose you
- 13. EVERY BRAND ASPIRES to represent a special place in people’s lives Exists I have heard the name Known for something Known for something I care about Represents me Forgive Defend I know what your brand does/makes I genuinely care about the brand The brand is a big part of my life I still love the brand no matter what I’ll stand by the brand despite any mistakes
- 14. Proprietary + Confidential How to Build a World-Class Brand
- 17. Source: Lorem ipsum dolor sit amet, consectetur adipiscing elit. Duis non erat sem Proprietary + Confidential When you communicate, give them a reason to listen Entertain Educate Inspire create INTRIGUE instill SUSPENSE make them LAUGH have FUN be TRANSPARENT be CREDIBLE peak CURIOSITY provide INFORMATION be RELATABLE have HEART have PURPOSE be TIMELESS
- 21. GET TO BY Customer “WHO” Audience description & quantity required to succeed Customer “WHAT” What they need to think so that they act in a way that supports brand objectives. Customer “HOW” What the brand will say or do to make them think and act that way. THE KEY PRINCIPLE FOR SUCCESS
- 22. Coffee Lovers Make STARBUCKS a part of their daily routine Creating new high-energy products to stimulate their low-energy moments GET TO BY SIMPLIFY THE BRIEF:
- 23. GET TO BY BRIEF Moms who have a positive feeling about Glico Feel good about serving Glico snacks to their kids every afternoon Helping them see that Glico facilitates learning about code SIMPLIFY THE BRIEF: Moms are looking for fun and interesting ways to engage their kids in learning, while trying to manage how much snacks they eat in a given day. By associating Glico snacks with learning, make moms feel comfortable to serve Glico product to their kids.