New branding

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New branding

  1. 1. LET’S START BY DISPELLING SOME MYTHS.
  2. 2. FIRST A brand is not a logo.
  3. 3. SECONDA brand is not an identity.
  4. 4. FINALLY A brand is not a product.
  5. 5. So what exactly is a brand?
  6. 6. A BRAND IS A PERSON’SGUT FEELING ABOUTA PRODUCT, SERVICE,OR ORGANIZATION.
  7. 7. It’s a GUT FEELING because peopleare emotional , intuitive beings.It’s a PERSON’S gut feeling,because brands are defined by individuals,not companies, markets, or the public.
  8. 8. In other words…
  9. 9. IT’S NOT WHAT WE SAY IT IS.
  10. 10. IT’S WHAT THEY SAY IT IS.
  11. 11. WHY IS BRANDING SO HOT? 1. People have too many choices and too little time 2. Most offerings have similar quality and features 3. We tend to base our buying choices on trust
  12. 12. TRUST
  13. 13. Trust comes from meeting and beating customer expectations. T=r+d TRUST RELIABILITY DELIGHT
  14. 14. The main purpose of branding is to getmore people to buy more stuff for more years at a higher price.
  15. 15. TO PUT IN OUR TERMS: The main purpose of branding is to get more people to use more of our services for more years at a higher price.
  16. 16. PROBLEMIn most companies, STRATEGY is separated from CREATIVITY by a wide gap.
  17. 17. STRATEGIC THINKERS CREATIVE THINKERS Analytical Intuitive Logical Emotional Linear Spatial Numerical Visual Verbal Physical
  18. 18. DOES OUR LEFT BRAIN KNOW WHAT OUR RIGHT BRAIN IS DOING?
  19. 19. When both sides work together, we can build a charismatic brand.
  20. 20. { }A CHARISMATIC BRAND is any product,service, or organization for whichpeople believe there’s no substitute.
  21. 21. QUIZ:Which of these brands are charismatic?AMAZON HITACHI OXO GOODGRIPSAPPLE HOME DEPOT PEPSI-COLABURGER KING IKEA PRELLCOLDWATER CREEK KMART RCADASANI KRISPY KREME REEBOKDISNEY LEVI’S RUBBERMAIDDK BOOKS LONGS DRUGS SAFEWAYEVEREADY MACY’S SAMSUNGFORD MINI COOPER SEARSGENERAL ELECTRIC NEWSWEEK SOUTHWEST AIRLINESGOOGLE NISSAN UNITED ARTISTSHANES NORDSTROM VIRGIN
  22. 22. QUIZ:Which of these brands are charismatic?AMAZON HITACHI OXO GOODGRIPSAPPLE HOME DEPOT PEPSI-COLABURGER KING IKEA PRELLCOLDWATER CREEK KMART RCADASANI KRISPY KREME REEBOKDISNEY LEVI’S RUBBERMAIDDK BOOKS LONGS DRUGS SAFEWAYEVEREADY MACY’S SAMSUNGFORD MINI COOPER SEARSGENERAL ELECTRIC NEWSWEEK SOUTHWEST AIRLINESGOOGLE NISSAN UNITED ARTISTSHANES NORDSTROM VIRGIN
  23. 23. Any brand can be charismatic.
  24. 24. EVENOURS.
  25. 25. But first,we have to master the FIVE DISCIPLINES OF BRAND-BUILDING.
  26. 26. DISCIPLINE 1: DIFFERENTIATE
  27. 27. FACT: Our brains act as filters to protect Us from too much information.
  28. 28. WE’RE HARDWIRED TO NOTICE ONLY WHAT’S DIFFERENT
  29. 29. SOLUTION:BE DIFFERENT.
  30. 30. People join different tribes for different activities. DRIVING - VOLKSWAGEN READING - AMAZON COMPUTING - DELL SPORTS - NIKE COOKING - WILLIAMS-SONOMA BANKING - CITIBANK TRAVEL - ORBITZ
  31. 31. ON SUNDAYS THEY WORSHIP HARLEY,GOD OF THE OPEN ROAD.
  32. 32. The three most important words in differentiating your brand:
  33. 33. 1. FOCUS
  34. 34. 2. FOCUS
  35. 35. 3. FOCUS
  36. 36. THE FOCUS TEST: 1. Who are you?____________________________ 2. What do you do? _________________________ 3. Why does it matter? ______________________
  37. 37. LET’S ANSWER THESE: 1. Who are you? A non-profit organization offering quality, affordable child care in Lafayette, Indiana. 2. What do you do? We offer the highest quality child care in the area, at a very competitive price. 3. Why does it matter? We fill a need for child care in the area and especially cater to low-income families.
  38. 38. Unless you have compelling answers to these questions, you need more focus.
  39. 39. Is this the right focus?Is this the focus we want to project to the public?
  40. 40. DISCIPLINE 2: COLLABORATE
  41. 41. LIKE BUILDING A CATHEDRAL, BUILDING A BRANDIS A COLLABORATIVE PROJECT.
  42. 42. It takes a villageto build a brand.
  43. 43. THERE ARE THREE BASIC MODELSFOR ORGANIZING BRAND COLLABORATION:
  44. 44. The ONE-STOP SHOPcontains the resourcesto develop andsteward the brand.
  45. 45. The BRAND AGENCYhires best-of-breedfirms to help developand steward the brand.
  46. 46. The INTEGRATED MARKETING TEAMis managed internally with opencollaboration amongbest-of-breed specialists.This is OUR model.
  47. 47. INTEGRATED MARKETING TEAM SCORECARDChoice of teams Difficult to managePromise of consistencyOwnership of brand
  48. 48. DISCIPLINE 3: INNOVATE
  49. 49. Execution— not strategy—is where the rubber meets the road.
  50. 50. CREATIVITY IS WHAT GIVES BRANDS THEIR TRACTION IN THE MARKETPLACE.
  51. 51. Why do companies have so much trouble with creativity?Because creativity is right-brained, and strategy is left-brained.
  52. 52. THE REASON THE BEATLES WERE WILDLY SUCCESSFUL THE REASON THE BEATLES WERE WILDLY SUCCESSFULIS BECAUSE “THEY NEVER DID THE SAME THING ONCE.” IS BECAUSE “THEY NEVER DID THE SAME THING ONCE.”
  53. 53. QUESTION: How do you know when an idea is innovative?
  54. 54. ANSWER: WHEN IT SCARES THE HELL OUT OF EVERYBODY.
  55. 55. TOO PREDICTABLE = NO SURPRISE NO SURPRISE = NOTHING NEW NOTHING NEW = NO VALUE
  56. 56. To begin with,the brand needs a stand-out name.
  57. 57. The seven criteria of a stand-out name: 1. DISTINCTIVENESS 2. BREVITY 3. APPROPRIATENESS 4. EASY SPELLING AND PRONUNCIATION 5. LIKABILITY 6. EXTENDABILITY 7. PROTECTABILITY
  58. 58. Tippecanoe County Child Care did not stand out. In fact, it created confusion.
  59. 59. We all agreed we need to update our brand.What better time to change thename than while doing just that?
  60. 60. First, I asked YOU, the board which names you liked best…Select your top 2 choices of names from the list below. (The winner will notnecessarily be the final name. This is simply to gauge your perception ofwhat the name should be.) c Tippecanoe - child development centers c Greenthumb - child development centers c Savant - child development centers c And Tyler Too - child development centers c Child Care Network c Prodigy - child development centers c Greater Lafayette Child Care Services c Tippecanoe Child Care and Education c Right Steps - child development centers c Burton Child Care Centers
  61. 61. Results:
  62. 62. So we got two clear winners: Tippecanoe Child Care and Education Right Steps – Child Development Centers
  63. 63. Now what?
  64. 64. Let’s do some more research!!
  65. 65. We sent out a survey to around 500 local parents:Dear Parents,The Child Care Resource Network has been asked to assist a local child care organization withproviding feedback about their name. In order to do so, we are asking that you please take a minuteor so to answer the 2 questions on the survey link given below.Thanks in advance!!!https://www.surveymonkey.com/s/Z7TDZBD
  66. 66. We took the top 2 names that you selected… and asked some questions:1. Please rate how strongly you agree or disagree that the names listed below reflect the following attributes. Tippecanoe Child Care Right Steps- Child and Education Development Centers Offers high quality child care Employs a caring staff Encourages parent involvement Follows research-based practices Inclusive environment Is community-minded2. Considering the potential names, how likely would you be to call each of the facilities for information if you were searching for child care. Extremely Somewhat Somewhat Extremely Very likely Very unlikely likely likely unlikely unlikelyTippecanoe Child Careand EducationRight Steps –Child Development Centers
  67. 67. RESULTS: 41 out of the 500 responded. Question 1: RAW DATA (NOTE THAT THERE WERE 2 LESS RESPONSES FOR RIGHT STEPS)Please rate how strongly you agree or disagree that the names listed below reflect the following attributes.Tippecanoe Child Care and Education Neither Agree Strongly ResponseAnswer Options Strongly Agree Agree Disagree nor Disagree Disagree CountOffers high quality child care 11 8 16 2 2 39Employs a caring staff 5 12 19 1 2 39Employs a competent staff 6 17 13 1 2 39Encourages parent involvement 4 10 20 3 2 39Follows research-based practices 5 9 21 2 2 39Inclusive environment 6 12 17 2 2 39Is community-minded 11 12 14 1 1 39 48 80 120 12 13Right Steps - Child Development Centers Neither Agree Strongly ResponseAnswer Options Strongly Agree Agree Disagree nor Disagree Disagree CountOffers high quality child care 10 14 13 0 0 37Employs a caring staff 9 8 19 1 0 37Employs a competent staff 7 14 15 1 0 37Encourages parent involvement 5 12 18 1 1 37Follows research-based practices 7 17 13 0 0 37Inclusive environment 6 13 15 3 0 37Is community-minded 3 10 20 4 0 37 47 88 113 10 1 Question Totals answered question 40 skipped question 2
  68. 68. Let’s weight the answers to get a better picture: Neither Agree Strongly Agree Agree Disagree Strongly Disagree nor Disagree TOTAL 3 2 -1 -2 1Tippecanoe Child Care and Education 144 160 120 -12 -26 386Right Steps - Child Development Centers 141 176 113 -10 -2 418 Let’s graph this info:
  69. 69. 450 Tippecanoe Child Care and Education400 Right Steps - Child Development Centers35030025020015010050 0 Strongly Agree Agree Neither Agree Disagree Strongly TOTAL nor Disagree Disagree-50
  70. 70. RESULTS: 41 out of the 500 responded. Question 2: RAW DATA (NOTE THAT THERE WERE 3 LESS RESPONSES FOR RIGHT STEPS)Considering the potential names, how likely would you be to call each of the facilities for information if you were searching for child care Extremely Somewhat Somewhat Extremely Rating ResponseAnswer Options Very likely Very unlikely likely likely unlikely unlikely Average CountTippecanoe Child Care and Education 9 14 9 3 2 4 2.68 41Right Steps - Child Development Centers 11 12 9 5 1 0 2.29 38 answered question 41 skipped question 1
  71. 71. Let’s weight the answers to get a better picture: Somewhat Extremely Extremely likely Very likely Somewhat likely Very unlikely TOTAL unlikely unlikelyTippecanoe Child Care and Education 27 28 9 -3 -4 -12 45Right Steps - Child Development Centers 33 24 9 -5 -2 0 59 Let’s graph this info:
  72. 72. 60 Tippecanoe Child Care and Education Right Steps - Child Development Centers5040302010 0 Extremely Very likely Somewhat Somewhat Very unlikely Extremely TOTAL likely likely unlikely unlikely-10-20
  73. 73. Question 1 Question 2 TOTAL TOTAL 420 60 415 50 410 405 40 400 395 30 390 20 385 380 10 375 370 0 Tippecanoe Child Right Steps - Tippecanoe Right Steps - Care and Child Child Care and Child Education Development Education Development Centers CentersPlease rate how strongly you agree or Considering the potential names, howdisagree that the names listed below likely would you be to call each of thereflect the following attributes. facilities for information if you were searching for child care
  74. 74. We have a winner!!!!!Right Steps – Child Development Centers
  75. 75. So is this the right choice? Let’s see if it fits the criteria…
  76. 76. 1. DISTINCTIVENESS – No other market specific competition with that name, or anything close to it.2. BREVITY – It is short and to the point and gives a clear message.3. APPROPRIATENESS – It is appropriate for the market.4. EASY SPELLING AND PRONUNCIATION – Yep!5. LIKABILITY – It is high in the likeability scale6. EXTENDABILITY – Unlike Tippecanoe Child Care and Education, using the word‘tippecanoe’ it does not limit us geographically in the future.7. PROTECTABILITY – There is a Right Steps Boutique Preschool & Childcare Center inRichboro, PA. However, it does not appear to have ‘Right Steps’ copy-written.
  77. 77. A GREAT NAME deserves GREAT GRAPHICS.
  78. 78. So let’s do a little more research!
  79. 79. Blue: •Calmness or serenity •Color most preferred by men •Color used for most offices (People are more productive in blue rooms) •Associated with water and peace
  80. 80. Red: •Evokes strong emotions •Encourages appetite •Passion or intensity •Love
  81. 81. Let’s take a vote.
  82. 82. DISCIPLINE 4: VALIDATE
  83. 83. {VALIDATION means bringing the }audience into the creative process.
  84. 84. THE OLD COMMUNICATION MODEL WAS A MONOLOGUE.
  85. 85. THE NEW COMMUNICATION MODEL IS A DIALOGUE.
  86. 86. QUESTION: How can you test your most creative ideas BEFORE they get to market?
  87. 87. HINT:Not with largequantitative studiesor focus groups.
  88. 88. QUANTITATIVE STUDIES BURY THE PROBLEM IN HEAPS OF UNHELPFUL DATA.
  89. 89. FOCUS GROUPSWERE INVENTED TO FOCUS THE RESEARCH, NOT BE THE RESEARCH.
  90. 90. THE BEST TESTS ARECHEAP, DIRTY. AND
  91. 91. Better a rough answer to the right questionthan a detailed answer to the wrong question.
  92. 92. CHEAP-QUICK-DIRTY TEST 1:The SWAP TEST is a proof for trademarks.
  93. 93. If the names and graphics of two trademarks arebetter when swapped, then neither is optimal.
  94. 94. EXISTING TRADEMARKS
  95. 95. WITH NAMES SWAPPED
  96. 96. CHEAP-QUICK-DIRTY TEST 2:The HAND TEST is a proof for a distinctive voice.
  97. 97. If you can’t tell who’s talking when the trademarkis covered, then the brand’s voice is not distinctive.
  98. 98. CHEAP-QUICK-DIRTY TEST 3:The FIELD TEST is a proof for any concept that can be prototyped.
  99. 99. If your audience can’t verbalize your concept,you’ve failed to communicate it.
  100. 100. SHOPPERS CHARACTERIZED THE PACKAGE CONCEPTON THE MIDDLE-RIGHT SHELF AS “A FASTER PENCIL.” BINGO.
  101. 101. Field tests measure five things: 1. DISTINCTIVENESS 2. RELEVANCE 3. MEMORABILITY 4. EXTENDABILITY 5. DEPTH OF MEANING
  102. 102. DISCIPLINE 5: CULTIVATE
  103. 103. Business is a process, not an entity.
  104. 104. A living brand is a pattern of behavior,not a stylistic veneer.
  105. 105. Brands are like people.
  106. 106. IF PEOPLE CAN CHANGE THEIR CLOTHES WITHOUT CHANGING THEIR CHARACTERS…
  107. 107. WHY CAN’T BRANDS?
  108. 108. OLD PARADIGM:Control the LOOK AND FEEL of a brand.
  109. 109. NEW PARADIGM: Influence the Character of a brand.
  110. 110. IF A BRAND LOOKS LIKE A DUCK AND SWIMS LIKE A DOG, PEOPLE WILL DISTRUST IT.
  111. 111. So let’s say you’ve DIFFERENTIATED, COLLABORATED, INNOVATED, AND VALIDATED.
  112. 112. +YOU’VE ADDED THE LEFT BRAIN TO THE RIGHT BRAIN.
  113. 113. Your brand is now NUMBER ONE in its category.
  114. 114. What’s your next move?
  115. 115. A continuing brand education program.
  116. 116. YOU BUILD
  117. 117. A sustainable competitive advantage.

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