IF BRANDS HOLD SUCH FASCINATION, ONE OF THE PRIMARYREASON IS THE INABILITY TO DEFINE IT.
A BRAND IS A TERM NAME, SIGN,CH ANEL LOGO, TRADEMARK EX THAT TOUCHES US IN A PE CT AT IO N SPECIAL WAY. IT RELIES ON BR AND TANGIBLE VALUES: PRODUCT, PRICE, SERVICE, PEOPLE, PR OM ISE MARKETING, AND SO ON. IT ALSO RELIES ON PROMISES,ASSOCIATIONS, THE STORY IT TELLSNONE OF WHICH CAN BE COMPARED WITH ANY OTHER.
IN THE FINAL ANALYSIS, BRAND IS A SUM OF MANY THINGS. IT IS ASUCCESSFUL BLEND, A MAGIC POTION, THAT APPEALS TO THE CONSUMER.
BRANDS COMMAND HIGHESTLOVE, RESPECT, AND LOYALTY LOYALTY High RESPECT Hi hg DS AN BR TS UC OD PR LOVE High Low
MAR STRATEGY CIRCLE KETI STRA NG TEGY BRAN STRA D TEGY BUSI NESS STRA TEGY FU WH ND Y A ? HO M EN ?W TA L EMWH OT I AT? ON AL RA TI ON AL
Demographic Technical Economic Intermediaries Physical Environment M ar ke tR es e ar c Product h Market Planning Collaborators Promotion Suppliers Place User Price P. T. S. Political Competitors Social Legal Cultural InformationALL ORGANIZATIONS KNOW WHAT THEY ARE DOING.
ICONIC BRANDS KNOW WHY THEY ARE DOING IT. Reason for Being
AUGUST 8th 1987“NOBODY REALLY KNOWS WHAT STRATEGY IS”
ICONIC BRANDS STRATEGIZEWITH “WHY” CIRCLE FIRST. WHY?
YOU CAN BUILD INTRIGUE ONLY IF YOU BELIEVE WHAT YOU BELIEVE.
HOW? WHAT?THE WHY CIRCLE PITIABLY REMAINS FUZZY CORE IF ONESTARTS AND ENDS WITH THE WHAT AND HOW CIRCLES.
BUSINESS STRATEGY IS FORMED ON THE ELEMENTAL PHILOSOPHICAL OUTLOOK OF THE ORGANIZATION. VALUE GOAL(S) PURPOSE COMPETENCYTimeless and Audacious The reason What thepassionately- goal(s) to for being organizationheld guiding provide (existence) is good atprinciples aspiration doing and challenge
BUSINESS STRATEGY DICTATES MANYTHINGS – BRAND ARCHITECTURE IS ONE.
SINGLE BRAND ACROSS THE ORGANIZATION BRAND BRANDED HOUSE
HOUSE OF BRANDS INDIVIDUAL BRANDS PARENT BRAND
BRAND STRATEGY IS ONLY THE FACE OF BUSINESS STRATEGY
HOW?STRATEGY DELINEATES A SEQUENCE OF DECISIONSTHAT A COMPANY TAKES TO BE DIFFERENTIATED.
BRANDING IS NOT ABOUT BUILDING A TEMPLE;IT’S ABOUT CREATING A RELIGION – A BELIEF SYSTEM.
FROM MY OWN EXPERIENCE OF BRANDING ORGANIZATIONS, PRODUCTS/SERVICES, PEOPLE, ANDMOVEMENTS, I’VE GATHERED A SET OF RECURRING MANTRA THAT SUCCESSFUL BRANDING PROCESSCONSISTS OF. IT HAS NOTHING REALLYTO DO WITH TRADITIONAL MARKETING TOOLS OR TECHNIQUES*.*We are not talking about the ‘what’ circle yet.
INSTEAD OF SEEKING CONSTITUENTS OF SPECIFICITY OF BRANDING PROCESS, ISOUGHT DIFFERENCES DEVELOPED AMONG ICONIC BRANDS TO LIST A FEW TENETS.
1 BRAND BELIEF BRAND STRATEGY IS SEDUCINGCONSUMERS WITHOUT LOSING FOCUSOF THE CORPORATE POINT OF VIEW.
IN 1994, STEVE JOBS ARTICULATED APPLE’S PHILOSOPHY IN AN INTERVIEW FOR PBS..
STEVEN P. JOBS “When you grow up you tend to get told the world is the way it is and your life is just to live your life inside the world. Try not to bash into the walls. Thatʼs a very limited life. Life can be much broader once you discover one simple fact, and that is - everything around you that you call life, was made up by people who were no smarter than you. And you can change life, you can inﬂuence it, you can build your own things that other people can use. The minute that you understand that you can poke life and actually something will, you know if you push in, something will pop out the other side, you begin to change it, you begin to mold it, improve it, and make your mark upon it.”
WHEN YOU BELIEVE IN AN IDEOLOGY, THAT BELIEF THEN ATTRACTS CUSTOMERS WHO ALSOBELIEVE IN THAT IDEOLOGY.
APPLE DESIGNED COMPUTER KIT ANDCHANGED HOME PC MARKETAPPLE LISA COMMERCIALIZED GUI IN 1983iTUNES STORE CHANGED THE MUSIC BUSINESSIN DIGITAL ERAiPHONE WORKED SIMILAR MAGIC ON MOBILECOMPUTING AND COMMUNICATIONS WORLDIN 2011, APPLE BECAME THE MOST VALUABLECOMPANY IN THE WORLD
2 BRAND GENESIS CONSUMERS INTERNALIZEBRANDS WHEN THEY KNOW HOW THE BRAND WAS CREATED
ACROSS CULTURES, PEOPLE ALWAYS INQUIRE, “WHERE ARE YOU FROM?” WHEN THEY GREET OR MEET SOMEONENEW. THEY WANT TO KNOW YOUR STORY.
EVERY AMERICAN KNOWS JOHN PEMBERTON, AN ATLANTA PHARMACIST, STIRRED UP A FRAGRANT, CARAMEL- COLORED LIQUID TO SELL FOR ¢5 AT JACOB’S IN 1886.
BRAND VALUED AT $70.5BOPERATIONAL REACH IN 200 COUNTRIES1.7B SERVINGS PER DAYAFTER ‘OK,’ COKE IS THE MOST USED WORD
Lemmy Kilmister is credited todayas the inventor of punk and heavymetal music in the legendary loud rock band, Motörhead, but hisstory is very poignant and popularwith his many fans and musicians.
On Christmas eve 1945 in Stoke-on-Trent, Staffordshire, England, Ian “Lemmy” Kilmister was born. Hisfather left him/home when he was 3 months old. The calamitous experiences of fatherlesschildhood, frustrated adolescence, and deep poverty shaped his formative years. As 16-y/o, he carried music equipment of othermusicians (Jimi Hendrix) hoping to play in their band one day. He played bass guitar with Jimi Hendrix in the 60s, composed, played, and sang in two albumswith Sam Gopal Band, and was partof 70s space-rock band, Hawkwind.
“Lemmy hung out with musicians, andwould continually carry their equipmentwhere ever they went until they let him play. He’s come up the hard way.” NEVILLE CHESTERS ROAD CREW MANAGER, JIMI HENDRIX EXPERIENCE
THUNDERBIRD INVENTED INTERNATIONAL MANAGEMENT Thunderbird was originally a military air force training facility for US, Chinese, and British pilots for WWII under US Army Lieutenant GeneralBarton Kyle Yount. After ending his military service at the end of WWII, General Yount founded and served as President of the American Institute forForeign Trade, known today as Thunderbird, School of Global Management. He believed that borders frequented by trade seldom needed soldiers. BARTON K. YOUNT
THUNDERBIRD SCHOOL OF GLOBAL MANAGEMENT (MBA BRAND) RANKED NO. 1 FOR INTERNATIONAL MBA FOR A RECORD 15 YEARS BY WALL STREET JOURNAL, US NEWS, BUSINESS WEEK, AND FINANCIAL TIMES
“I didnʼt have to go to Thunderbirdʼs USA campus tomeet current MBAs and talk withfaculty to evaluate and decide if I wanted to attend Thunderbird MBA. I wrote my GMAT only tocinch my admission there. Once Igot to campus, I knew I was goingto ink the eagle logo somewhereon my body. Today, it serves as a monogram of how I realized my dream to be a part of the Thunderbird mystique.” (IDENTITY CONCEALED)
3 BRAND PERSONALITY REMARKABLE PERSONALITY COMMUNICATES AT A PREARTICULATE LEVEL STRIKING AN EMOTIONAL CHORD WITH CONSUMERS
COMPELLING STORIES AND RESONANT PLOTS THROUGH MEMORABLE BRAND PERSONAHELPS CONSTRUCT POWERFUL MYTHS WHICHCONSUMERS COME TO PERCEIVE AS EMBODIED IN PRODUCT OR SERVICE.
POWERFUL BRAND IDENTITIES ARE SENSORY IMPRINTS THAT SUMMON THE BRAND ESSENCE.PEW YUM SEE OUCH SHH
EVEN WITH A SHARD OF BROKEN BOTTLE,A PERSON COULD TELL IT WAS COCA-COLA
EQUALLY FAMOUS COCA-COLA BOTTLE, CALLED THE CONTOUR BOTTLE OR “HOBBLE SKIRT” IS A BOTTLE WHICH A PERSON COULDRECOGNIZE EVEN IF THEY FELT IT IN THE DARK.
FOR 125 YEARS THE MOST RECOGNIZABLE LOGOTYPE IN THE WORLD IS COCA-COLA
MOTӦRHEAD POPULARIZED THE COMMON APOTROPAIC GESTURE IN THE RACY HEAVY METAL SUBCULTURE
THE LEATHER, BOOTS, COWBOY HAT, AND THE WHOLE BIKER PERSONA WAS DEVISED TO CHAMPION PUNK AND METAL
THE BEST IDENTITIES ARE THE MOST EFFECTIVE WHEN THEY HELP ADVANCE THE BRAND. Coherence Authority SustainabilityLeadership Differentiation Value Authenticity Commitment Relevance
CHOICE OF BRAND ELEMENTSMEANINGFULNESS: MEMORABILITY: ADAPTABILITY: credibility, fun, easily recognized flexible enough to interesting and recalled be updated Running Back Quarterback PROTECTABILITTY: Linebacker legally secure and competitively well- guarded Line of Defense TRANSFERABILITY: mobile within categories and across geographies and cultures Wide Receiver
THE BRAND ELEMENTS OF LOVEMARKS DO NOT EXIST AS IDENTITIES. THEY BESTOW A PERSONALITY.
IDENTITY IS RECOGNITION.PERSONALITY IS CHARACTER AND CHARISMA.
BRAND PERSONALITY IS THE PRIMORDIAL CREATIVE ANDPERFORMATIVE FORCE CRITICALTO BRAND RECALL AND SUCCESS.
4 TOUCHPOINT EXPERIENCES MEANINGFUL POINTS OFCONTACT WITH ICONIC BRANDSARE ENRICHING EXPERIENCES THAT EXCITE AND INTRIGUE
TOUCHPOINT WHEEL Advertising Loyalty Direct mail programs or samples Pre-purchase Coupons Newsletters PRE-PURCHASE and incentives Each touchpoint is an opportunity to Post- POST-PURCHASE strengthen brandCustomer purchase Deals and experiences, and service promotions to communicate brand belief and Product and brand essence. PURCHASE package Packaging performance Purchase Sales person PoP displays Store and shelf placement
APPLE THREW A HAMMER IN 1984 TO DEFINETHE APPLE BRAND MEANING AND RELEVANCE
INTERACTIONS WITH ICONICBRANDS TRANSMIT BELIEF
John Hodgman, the PC guy in “Get aMac” is a Mac user since 1984.
Holidays Sports American COCA-COLA IS OFTEN ASSOCIATEDRefreshing Family get-together Tradition WITH THE MAGIC OF CHRISTMAS, Original HAPPINESS – ALL POSITIVE MENTAL Polar Bears “Real” ASSOCIATIONSInvigorating Magic of Christmas Happy/pleasure Rejoice
“Americans have a lifetimelove affair with Coca-Cola.Americans took the tastetest, but do not care that Pepsi-Cola tastes better.Coca-Cola is a love mark.” - KEVIN ROBERTS
PEPSI’S JOY OF COLA ENDORSEMENT STRATEGY FEATURED BRITNEY SPEARS FORMULTI MILLION-DOLLAR CAMPAIGN
SHE WAS IN THE MEDIA’SLIMELIGHT FOR MYRIAD PERSONALPROBLEMS; BRITNEY WAS FOUND DRINKING COKE IN THE IMAGES SHOWN ON NEWS CHANNELS.
It does not matter that Thunderbird is a toptier business school; there are twenty-fiveother US b-schools that boast for its top business programs. It does not matter that Thunderbird is continuously ranked No. 1 for International Management by Wall Street Journal, Business Week, or US News; there are other business schools in the US that are renowned for other focus areas in an MBA program. It does not matter that Thunderbird is a private school, for there are at least a dozen more from Harvard to Dartmouth to Stanford that are exclusive private schools as well. But, what does matter is Thunderbird is a military b-school. Theentire T-Bird community wouldnt think for amoment to give their blood to their brethren insuch military camaraderie.
AT THE ENTRANCE, THERE STANDS A WALL ON WHICH THE WORDWELCOME IS ENGRAVED IN ABOUT THIRTY LANGUAGES OF THE WORLD, INSTILLING THE BRAND ESSENCE OF THUNDERBIRD.
THE FLAG-CARRYING TRADITION IS A SOLEMN PROCEEDING TOREINFORCE THAT THUNDERBIRD STANDS FOR MULTITUDES: DIFFERENT PEOPLE, DIFFERENTBELIEFS, DIFFERENT YEARNINGS, DIFFERENT HOPES, DIFFERENT DREAMS THAT PERMEATETHROUGH US BOTH AS A MELTING POT AND A COLORFUL MOSAIC.
THE THUNDERBIRD OATH OF HONOR WAS THE FIRST MBA OATH EVER;MOST BUSINESS SCHOOLS NOW FOLLOW THE STUDENT-LED PLEDGE.
THE TOWER IS AT THE HEART OF THE THUNDERBIRD CAMPUS AND ITS PAST IS INTEGRAL TO THUNDERBIRD’S ORIGINAL “GLOBAL PERSPECTIVE.” TOWER HOMECOMING ON 11/11/’11 CENTERED AROUND “REDEFININGGLOBAL LEADERSHIP” ATTRACTED THOUSANDS OF ALUMS WORLDWIDE.
5 CUT ABOVE THE RESTEVERY BRAND DOES THE BASICS WELL; ICONS DO IT BETTER.
ICONIC BRANDS DO NOT THINK OF MOTIVATING CONSUMERS TO BUY, BUT THINK OF TOUCHING PEOPLE’S LIVES. THEY THINK OF CONSUMERS AS PEOPLE.
ROBERT WOODRUFF (CEO) HAD VOWED FROM THE BEGINNING OF WWII THAT HE WOULD MAKE COCA-COLA AVAILABLE TO U.S.SOLDIERS ABROAD—NO MATTER WHAT IT COST TO MANUFACTURE THE DRINKS. TO HONOR ITS PLEDGE, COCA-COLA ASSEMBLED 64PORTABLE BOTTLING PLANTS IN EUROPE TO DELIVER DRINKS TO GIS.
COCA-COLA PUTS A SPECIALHAPPINESS MACHINE IN THE MIDDLE OF A COLLEGE CAMPUS IN 2010
CONSUMER ENGAGEMENT ON SOCIAL MEDIA OUTLETS REDEFINED BY COCA-COLA36.6M LIKES ONFACEBOOK ANDCLOSE TO 0.5MFOLLOWERS ON TWITTER
MOTӦRHEAD’S TRUE FANS ARE IN OTHERBANDS LIKE, JOY DIVISION, THE CLASH, SONIC YOUTH, MEGADETH, NIRVANA,SLAYER, GUNS N’ ROSES, AND METALLICA
MOTӦRHEAD SERVES ITS FANSITS OWN LINE OF ALCOHOLIC BEVERAGES IN THE TRUE SPIRIT OF ROCK N’ ROLL
MOTӦRHEAD BOASTS OF THEHIGHEST ENGAGEMENT WITH ITS FANS IN CONCERT HALLS AND SOCIAL MEDIA OUTLETS
..AND THE HIGHEST NUMBER OF FANS WITH TATTOOS
THUNDERBIRD PRESIDENT COMMUNICATES TO STUDENTS AND ALUMS DIRECTLY
CONTINUOUS UNDERSTANDING OF THE MARKET AND THE COMPETITIVE LANDSCAPE, MAKES FORMULATED BRAND STRATEGIES ROBUST.
WHAT?THE NEXT PIECE OF THE PUZZLE IS MARKETING STRATEGY
MARKETING STRATEGY IS SEGMENTING AND TARGETING CONSUMERS
“WHEN YOU ASK PEOPLE WHAT THEY PREFER, THEY SAY A ‘DARK, RICH, HARDY ROAST,’ BUT THEY ACTUALLY DRINK WEAK, MILKY COFFEE” - MALCOLM GLADWELL
IF IDENTITY IS WHAT A BRAND STANDS FORAND IMAGE IS HOW A BRAND IS PERCEIVED
BRANDING IS A CONTINUOUS PROCESS OF ALIGNING IMAGE AND IDENTITY.
“Besides, we constantly assess consumer response to our brands inorder to evaluate consumer perception and ﬁnd out what consumers believe about our products. Consumers relateparticular brands with particular symbols and promises that need to be met. Similarly, Coca-Cola is related to aparticular level of customer satisfaction that is determined by the collective memory of our target audience.” - COCA-COLA MARKETING
IMAGE-IDENTITY ALIGNMENT MODEL Money Preference Purchase Loyalty Loop Behavior Rational Soma Identity Media Emotion Memories Marketerformulation Brand Memories Brand Consumer Alignment Feedback Loop Brand Image Post-rationalization Attitude Research
THE DIFFERENCE BETWEEN EMOTION AND REASON IS THATEMOTION LEADS TO ACTION WHILE REASON LEADS TO CONCLUSION
Tattoos are not only ornaments...they are not only emblems of nobility and symbols of rank in the social hierarchy; they are also messages fraught with spiritual and moral signiﬁcance...not only to imprint adrawing onto the ﬂesh but also to stamp onto the mind all the traditions and philosophy of the group. - CLAUDE-LEVI STRAUSS
“Thunderbird stands for the liberation of single dogmatic creed and worldview. Myfriend and I inked the Thunderbird logo that stands for this diversity of cultures, faiths,races, and nationalities. Our tattoos signal the conﬂuence of differences of our mind- altering MBA journey. After graduation my friend died in an accident. Today, my Thunderbird tattoo also stands for my friendship and the relationships I cherish.” - PEDRO FERNANDEZ DEL VALLE
“Lemmy isf###ing JesusChrist; Motörheadis my life.” (IDENTITY CONCEALED)
“I work as a graphic designer, and work on my MacBook Pro everyday.My Mac is an extension of me and my work for the past 14 years now. To be honest, I don’t know why I feel this way. Perhaps it is because Macs readily respond to your needs. I love Mac. I strongly identify myself with Apple. If I were to choose another vocation, I will want to work in an Apple store selling iPods, iPhones, and iMacs.” (IDENTITY CONCEALED)
“If you shut me off on an island for a week, I would not need anything thatpeople usually ask for. I willneed my Coke. Coke bringsthe past, present, and futuretogether with the mysterious power of its taste.” (IDENTITY CONCEALED)
LIFE IS SHORT.BUILD ROBUST BRANDS. 11^N CAN HELP.
Images from http://images.google.comBen Heine, Lady GagaBilly G., AppleYoko Ono, ThunderbirdJeremiah Thompson (“Alessandra Making a Perfect Mirror”), Image-IdentityMary Beth (Facets of Perception”),Chris Hickman (“Branded Baby”), What is Branding?René Magritte (“The False Mirror”), Branding StoryMenniti Giovanni (“I Love New York”), Brand: PlaceKripa Gandhi (“Makdrap Rent-A-Costume”), Never disguise a PoseBusiness Week, Qualitative ResearchDobiragi (“Everywhere Questions”), What can be Branded?www.sodahead.com, Branding in the Real WorldFor further reading:Alina Wheeler (2003), “Designing Brand Identity,” WileyKevin Lane Keller (1993), “Strategic Brand Management: Building, Measuring, and Managing Brand Equity,” Prentice Hall: New JerseyMichael Porter (1996), “What is Strategy?,” Harvard Business ReviewErik du Plessis (2005), “The Advertised Mind,” Millward-BrownDoug Holt (2003), “What Becomes an Icon Most,” Harvard Business ReviewBernd Schmitt (2009), “The Concept of Brand Experience,” Journal of Brand ManagementThanks to the PR dept. of Chanel, Apple, Coca-Cola, Thunderbird, and Harley Davidson to use their logo and identity elementsThanks to Carmen Electra and Motörhead for permission to use their picturesThanks to all my MBA students at MICA, SP Jain Center of Management, and Great Lakes Institute of Management