1

WHEN EVERYBODY ZIGS
Try to find your

ZAG

Branding 2nd Issue …

Source: Marty Neumeier
Reminder from previous Session

2

In reality, all companies competing in one and the same
category in 95% (Zig).
They do ...
3

WHERE TO SEARCH FOR OUR ZAG?
IN PRODUCTS? – NO
IN SERVICE – NO
IN FEATURES – NO
IN PROCEDURES - NO

IN BELIEFS…
4

people don’t buy what you do - they buy why you do it.

the goal is not to sell to people what you have - the goal is t...
5

WRITE DOWN WHAT IS YOU MAJOR BELIEF
I BELIEVE THAT………………………
TIME TO BE MORE SPECIFIC.
In FINDING OUR ZAG WE SHALL GO THROUGH 5
CHECK POINTS

1.
2.
3.
4.
5.

Who are we?
What do we do...
CHECK POINT 1
WHO ARE WE
No matter in what we believe, without the
experience, credibility and PASSION we won’t be
able to...
8

Example:
In Google, people’s philosophy is “DON’T BE EVIL”

So People working in Google, have 1 thing in common, none o...
CHECK POINT 2
WHAT DO WE DO
What is our Core purpose?
Hint: This is fundamental reason our Company
Exists, beyond making m...
10

Exapmle:
Google’s state purpose is TO ORGANIZE THE WORLD’S
INFORMATION AND MAKE IT UNIVERSALLY
ACCESSIBLE
Disney’s Pur...
11

CHECK POINT 3
WHAT’S OUR VISION
While Company’s purpose can be abstract, a company’s vision
should be concrete
It’s an...
True Vision can’t be imposed on the company – it has to grow
from the shared beliefs, purposes and passion of its people
T...
EXAMPLE OF RELATIONSHIP BETWEEN PURPOSE
& VISION
Referring to Kennedy’s years: the PURPOSE was
“ADVANCING MAN’S CAPABILITI...
CHECK POINT 4
WHAT MAKES US THE ONLY

14

The passion, purpose and vision that drive the company may be virtually
identica...
15

While Virtues Like this are
admirable, ZAGing requires that a company
define itself by what makes it
UNIQUE, not what ...
16

Complete the sentence:
Our Brand is the ONLY ____________________
That ____________________.
17

The ZAG was when CitiBank did when they positioned their
company as the anti bank with Tagline:

LIVE RICHLY
and headl...
18

Here is some Detailed Version of the Exercise to help pinpoint
our onliness:
WHAT IS OUR CATEGORY?
HOW WE ARE DIFFEREN...
19

EXAMPLE
HARLEY-DEVIDSON

What:

The only motorcycle manufacturer

How:

that makes big, loud motorcycles

Who:

for Ma...
CHECK POINT 5
HOW DO WE EXPLAIN OURSELVES
All Brand communication should emanate from an internal
positioning line or “TRU...
21

Remember, IT’S NOT WHAT WE SAY, IT’S WHAT THEY
SAY ABOUT US
EXAPMPLE:
SOUTHWEST AIRLINES:
You Can Fly just anywhere for less than it costs to drive
MINI
The small car for people who ...
23

Once we have our trueline it’s a short step to a customer-facing
TAGLINE
For Example:
When SOUTHWEST SAYS:
YOU’RE NOW ...
24

When MINI says

LET’S MOTOR
They are translating a whole complex of feelings into tribal
message: “ if you appreciate ...
25

The Key in Crafting the truelines and taglines is to focus on a
single proposition
If you find yourself finding commas...
EXAMPLES OF TRUELINES AND TAGLINES
26

TRUELINE

CITYBANK knows that money is only mean to happiness

TAGLINE

LIVE RICHLY...
27

Thank You
Vakhtang Antadze
GUM Category Manager Caucasus

Kraft Foods Georgia LLC
Part of the Mondelēz International
F...
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Branding - Find Your Zag

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Session explains how to create your uniquness, how to be different vs competitors.

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Branding - Find Your Zag

  1. 1. 1 WHEN EVERYBODY ZIGS Try to find your ZAG Branding 2nd Issue … Source: Marty Neumeier
  2. 2. Reminder from previous Session 2 In reality, all companies competing in one and the same category in 95% (Zig). They do same things, with SAME Skills, with SAME TECHNOLOGIES, use SAME Media etc WHAT MAKES THEM DIFFERENT – IS THAT VERY (Zag) 5%
  3. 3. 3 WHERE TO SEARCH FOR OUR ZAG? IN PRODUCTS? – NO IN SERVICE – NO IN FEATURES – NO IN PROCEDURES - NO IN BELIEFS…
  4. 4. 4 people don’t buy what you do - they buy why you do it. the goal is not to sell to people what you have - the goal is to connect with people who believe what you believe Watch Video (http://www.youtube.com/watch?v=d2SEPoQEgqA ) Source: Simon Sinek
  5. 5. 5 WRITE DOWN WHAT IS YOU MAJOR BELIEF I BELIEVE THAT………………………
  6. 6. TIME TO BE MORE SPECIFIC. In FINDING OUR ZAG WE SHALL GO THROUGH 5 CHECK POINTS 1. 2. 3. 4. 5. Who are we? What do we do? What’s our vision? What makes us the ONLY What is our Trueline Source: Saatchi & Saatchi 6
  7. 7. CHECK POINT 1 WHO ARE WE No matter in what we believe, without the experience, credibility and PASSION we won’t be able to deliver, to contribute into what WE BELIEVE in. If we look at our team we will find What is the One thing that we have in common (at least majority of us ) 7
  8. 8. 8 Example: In Google, people’s philosophy is “DON’T BE EVIL” So People working in Google, have 1 thing in common, none of them is EVIL This Clear philosophy has allowed the company not only to survive in dot-com business crisis, but to INSPIRE employees, delight users, and attract investors – to a degree no one thought possible
  9. 9. CHECK POINT 2 WHAT DO WE DO What is our Core purpose? Hint: This is fundamental reason our Company Exists, beyond making money This is one thing that will never change about our Company 9
  10. 10. 10 Exapmle: Google’s state purpose is TO ORGANIZE THE WORLD’S INFORMATION AND MAKE IT UNIVERSALLY ACCESSIBLE Disney’s Purpose is TO MAKE PEOPLE HAPPY How many words will it take to articulate our purpose? If it takes more than 12, we have to go back to check point 1
  11. 11. 11 CHECK POINT 3 WHAT’S OUR VISION While Company’s purpose can be abstract, a company’s vision should be concrete It’s an illustration of Future A soul never thinks without an image Source:Aristotle
  12. 12. True Vision can’t be imposed on the company – it has to grow from the shared beliefs, purposes and passion of its people The Leaders job is to shape and articulate that vision, making it memorable, inspiring True Visions lead to COMMITMENT rather than compliance, CONFIDENCE rather than caution 12
  13. 13. EXAMPLE OF RELATIONSHIP BETWEEN PURPOSE & VISION Referring to Kennedy’s years: the PURPOSE was “ADVANCING MAN’S CAPABILITIES TO EXPLORE THE HEAVENS A vision on the other hand was “A MAN ON THE MOON BY THE END OF THE 1960” 13
  14. 14. CHECK POINT 4 WHAT MAKES US THE ONLY 14 The passion, purpose and vision that drive the company may be virtually identical with those of competitors Look: in 99% companies stating their core values use 3 or 4 virtues from this List: 1.Innovative 2.Market-driven 3.Customer oriented 4.Ethical 5.Responsive 6.Collaborative 7.Trusted 8. Quality-minded 9.Progressive 10.Proactive 11.Responsible 12.optimistic
  15. 15. 15 While Virtues Like this are admirable, ZAGing requires that a company define itself by what makes it UNIQUE, not what makes it admirable
  16. 16. 16 Complete the sentence: Our Brand is the ONLY ____________________ That ____________________.
  17. 17. 17 The ZAG was when CitiBank did when they positioned their company as the anti bank with Tagline: LIVE RICHLY and headlines like this: “For a guaranteed return on investment, try buying flowers” “Onliness” is the true test of a ZAG If we can’t say we are the “ONLY” let’s Go back and start over
  18. 18. 18 Here is some Detailed Version of the Exercise to help pinpoint our onliness: WHAT IS OUR CATEGORY? HOW WE ARE DIFFERENT? WHO ARE OUR CUSTOMERS? WHERE ARE THEY LOCATED? WHEN DO THEY NEED US?
  19. 19. 19 EXAMPLE HARLEY-DEVIDSON What: The only motorcycle manufacturer How: that makes big, loud motorcycles Who: for Macho guys (and macho “wannabees”) where: mostly in United States why: who want to join a gang of cowboys When: in era of decreasing personal Freedom
  20. 20. CHECK POINT 5 HOW DO WE EXPLAIN OURSELVES All Brand communication should emanate from an internal positioning line or “TRUELINE” A TRUELINE is the one true thing you can say about the Brand, based on its onliness statement. It must be something competitors can’t (or won’t) claim. In other words its company's VALUE PROPOSITION – The reason Brand matters to customers RATIONALLY 20
  21. 21. 21 Remember, IT’S NOT WHAT WE SAY, IT’S WHAT THEY SAY ABOUT US
  22. 22. EXAPMPLE: SOUTHWEST AIRLINES: You Can Fly just anywhere for less than it costs to drive MINI The small car for people who want a fun driving experience eBay The Place to trade practically anything on earth From customers perspective these are the basic differentiating truths about these Brands 22
  23. 23. 23 Once we have our trueline it’s a short step to a customer-facing TAGLINE For Example: When SOUTHWEST SAYS: YOU’RE NOW FREE TO MOVE ABOUT THE COUNTRY they are simply translating their trueline into a more polished form What they are tapping into is Customers’ belief that southwest offers a kind of freedom they did not have before
  24. 24. 24 When MINI says LET’S MOTOR They are translating a whole complex of feelings into tribal message: “ if you appreciate small, high-performance cars and you hate American trend towards CLUMSY, GAZGUZZING Cars, come on and join us.”
  25. 25. 25 The Key in Crafting the truelines and taglines is to focus on a single proposition If you find yourself finding commas or “ANDs”, you may need more focus
  26. 26. EXAMPLES OF TRUELINES AND TAGLINES 26 TRUELINE CITYBANK knows that money is only mean to happiness TAGLINE LIVE RICHLY TRUELINE AUDI MAKES CARS for People who take the road less traveled TAGLINE NEVER FOLLOW TRUELINE DISNEY LAND is the World’s Favorite amusement park TAGLINE THE HAPPIEST PLACE ON EARTH TRUELINE NIKE helps you to find inner athlete TAGLINE JUST DO IT TRUELINE APPLE challenges the STATUS QUO TAGLINE THINK DIFFERENT TRUELINE LAS VEGAS is where the world goes to be Naughty TAGLINE WHAT HAPPENS HERE, STAYS HERE
  27. 27. 27 Thank You Vakhtang Antadze GUM Category Manager Caucasus Kraft Foods Georgia LLC Part of the Mondelēz International Family of Companies Direct: +995 32 2200 180 (Ext.108 )|Mobile: +995 599887098 19 Davit Gamrekeli Str.,Business Centre Palati, Mansard Offices No.46 -47|Tbilisi,Georgia Vakhtang.antadze@mdlz.com

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