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The Essentials of Brand Strategy - General Assembly Class

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These are the slides from the General Assembly course "Essentials of Brand Strategy – How to kick-start your brand" in Berlin, February 2013 by Christian Vatter, Brand Experience Consultant.
www.christianvatter.com

The Essentials of Brand Strategy - General Assembly Class

  1. 1. THE ESSENTIALS OFBRAND STRATEGYCHRISTIAN VATTER FOR GENERAL ASSEMBLYFEBRUARY 2013CHRISTIANVATTER
  2. 2. „The biggest challenge is branding. When I’m talking about branding I talk about creating a new brand. When you start a company, you have to get a new brand. To create that brand, to grow that brand, is the first mission of a product CEO. If you succeed you have enormous value. Think about Google, Facebook, all these words are verbs today, they are not only brands, they are part of a life.“ Tariq Krim, Founder netvibe & jolicloudCHRISTIANVATTER http://www.youtube.com/watch?v=lolELQKL8q0 from min. 33:45 2
  3. 3. A brand is what people think and feelabout a product, a service or anorganization.CHRISTIANVATTER 3
  4. 4. A clear standpoint helps categorizingand thus storing these bits ofinformation.CHRISTIANVATTER 4
  5. 5. HOW WE HANDLE INFORMATION Food MP3- Search Player Engine Private Apartment BookingCHRISTIANVATTER 5
  6. 6. HOW WE HANDLE INFORMATION Pizza iPod Google airbnbCHRISTIANVATTER 6
  7. 7. WHY IS THIS NECESSARY?CHRISTIANVATTER 7
  8. 8. WE LIVE IN TIMES OF ABUNDANCE choices available timeCHRISTIANVATTER 8
  9. 9. SO MANY NEW SERVICES EVERY DAY Source: www.socialmatchbox.com/wp/2010/09/21/dont-play-the-customer-shell-game/CHRISTIANVATTER 9
  10. 10. SO MUCH CONTENT ASKING FOR ATTENTION60 hours of new youtube videos every minutehttp://youtube-global.blogspot.de/2012/01/holy-nyans-60-hours-per-minute-and-4.html more than 5 million photos uploaded to Instagram every day http://thesocialskinny.com/100-more-social-media-statistics-for-2012/over one billion facebook posts per dayhttp://www.worldwidewebsize.com 630.000.000 active websites on the internet http://news.netcraft.com/archives/2013/01/07/january-2013-web-server-survey-2.html 1.300.000.000 cute cat photos on the internet (estimation) http://diaryofnumbers.blogspot.de/2010/09/i-can-haz-estimation.htmlCHRISTIANVATTER 10
  11. 11. SOME MORE REASONS FOR BRANDSCHRISTIANVATTER 11
  12. 12. BRANDS HELP YOU DISTINGUISHCHRISTIANVATTER 12
  13. 13. BRANDS YIELD HIGHER PRICES 0,80€ 2,80€CHRISTIANVATTER 13
  14. 14. BRANDS TRICK YOUR PERCEPTION Tasting Pepsi vs. Coke Blind tasting 65 % 51 % 44 % 23 % 12 % 5 % equal equal Source: De Chernatony & McDonald (1992)CHRISTIANVATTER 14 Source: www.stillad.com
  15. 15. BRANDS PROTECT AGAINST PIRACY Source: http://gadgetsrepublic.com/wp-content/uploads/2010/09/iphonesvshiphone.jpgCHRISTIANVATTER 15
  16. 16. ULTIMATELY, BRANDS CREATE CORPORATE VALUE Soruce: Interbrand - Best Global Brands 2012CHRISTIANVATTER 16
  17. 17. SO HOW DOES THIS BRAND THING WORK?CHRISTIANVATTER 17
  18. 18. BUSINESS GOALS Price CUSTOMER ACQUISITION Advertising Sales Product CUSTOMER RETENTION Service Customer communicationCHRISTIANVATTER 18
  19. 19. PSYCHOLOGICAL GOALS DISCOVER UNDERSTAND PREFER & REMEMBERCHRISTIANVATTER 19
  20. 20. BRANDS BRIDGE THE GAP BRAND A CLEAR CONCEPT CONSISTENT EXPERIENCES BUSINESS GOALS PSYCHOLOGICAL GOALSCHRISTIANVATTER 20
  21. 21. 1. When you are a company you cannot not be a brand. Brands are what people say it is, not what you say it is.2. With so much asking for our attention, only brands that have a clear standpoint have a chance to be noticed, stored, recalled.3. Brands mediate between psychological and business goals by providing a clear concept that guides all experiences with your company.CHRISTIANVATTER 21
  22. 22. 1. CREATE A COMPELLING BRAND IDEACHRISTIANVATTER 22
  23. 23. ESSENTIAL: A STRONG POINT OF VIEW BRAND IDEACHRISTIANVATTER 23
  24. 24. SOME BRAND IDEAS inspiring community spiritCHRISTIANVATTER 24
  25. 25. SOME BRAND IDEAS lovely travel searchCHRISTIANVATTER 25
  26. 26. SOME BRAND IDEAS protection for you and your familyCHRISTIANVATTER 26
  27. 27. WHERE BRAND IDEAS CAN BE FOUNDCHRISTIANVATTER 27
  28. 28. WHERE TO LOOK FOR BRAND IDEAS SOMETHING SPECIAL IN… MOTIVATION: why I am doing this BEHAVIOR: way of dealing with people PRODUCT FACT: what I offerCHRISTIANVATTER 28
  29. 29. PRODUCT FACT – LENOVO Source: www.stillad.comCHRISTIANVATTER 29
  30. 30. BEHAVIOR – INNOCENT „We promise that anything innocent will always taste good and do you good. We promise that we‘ll never use concentrates, preservatives, stabilisers, or any weird stuff in our drinks. And we promise to brush our teeth twice a day.“ „Pop round to Fruit Towers,“ … „or call the banana phone.“ Source: www.innocentdrinks.co.ukCHRISTIANVATTER 30
  31. 31. MOTIVATION – NIKE Source: www.adverbox.comCHRISTIANVATTER 31
  32. 32. DO SOME RESEARCH!Look at your product:– What problem does it tackle?– Which is the benefit for the customer?– What is its underlying assumption towards the way the problem is solved?CHRISTIANVATTER 32
  33. 33. DO SOME RESEARCH!Look at your customer:– What do they think and feel about your product and your company?– How are they using your product?– Which products do they see as alternatives or substitutes?– How do they experience the customer journey?CHRISTIANVATTER 33
  34. 34. DO SOME RESEARCH!Look at the market and competitors:– Wich are differences concerning the solution?– Which positions do they take, if any?– Are there underlying beliefs common to all market participants?CHRISTIANVATTER 34
  35. 35. DO SOME RESEARCH!And finally (not to forget):– How do you see your relationship to your customer?– Why did you start this, where do you want to go with it?CHRISTIANVATTER 35
  36. 36. FILL THE MATRIX internal view compare to customer view competitors finding brand ideas in product behavior/attitude motivationCHRISTIANVATTER 36
  37. 37. A GOOD BRAND IDEA attractive to differentiating your audience to competitors authentic for your companyCHRISTIANVATTER 37
  38. 38. ATTRACTIVE TO ALL OF YOUR AUDIENCE customers talents employees investors the general public the pressCHRISTIANVATTER 38
  39. 39. DON‘T DO WHAT EVERYONE ELSE DOESCHRISTIANVATTER 39
  40. 40. DON‘T DO WHAT EVERYONE ELSE DOESCHRISTIANVATTER 40
  41. 41. DON‘T DO WHAT EVERYONE ELSE DOES Pleasure Model D the young with love of life Model E daredevil with style Model A the solid one Model B Product/ the classy one Lifestyle/ Substance Attitude Model F Model C cool everyday companion the smart allrounder FunctionalityCHRISTIANVATTER 41
  42. 42. KEEPING A PROMIS IS EASIER WHEN YOU ARE AUTHENTIC Source: www.darmano.typepad.comCHRISTIANVATTER 42
  43. 43. NOW AND IN THE FUTURE:CAN YOU BUILD YOUR BUSINESS ON THE BRAND IDEA? http://alienexplorations.blogspot.de/2010/09/moebius-inspiration-for-nostromos.htmlCHRISTIANVATTER 43
  44. 44. FROM IDEA TO IDENTITY BRAND IDEA Brand IdentityCHRISTIANVATTER 44
  45. 45. A BRAND IDENTITY Brand Identity = brand Idea + some attributes + that justify it personality a couple of great examples that + bring the idea to lifeCHRISTIANVATTER 45
  46. 46. THE IDENTITY GRID WHAT HOW attributes of your how you are doing things, product, process, what you value, your stance service, team etc. to business in general BRAND IDEA a central benefit, concept, thought GREAT EXAMPLES which features, names, products, people, stories make people experience your brandCHRISTIANVATTER 46
  47. 47. IDENTITY GRID = INTERNAL & EXTERNAL MANAGEMENT TOOL guiding light to focus on a standpoint WHAT HOW briefing tool for agencies, BRAND IDEA common thread in look & feel GREAT EXAMPLES internal motivationCHRISTIANVATTER 47
  48. 48. IDENTITY GRID FOR APPLE WHAT HOW ease of use sleek, cool highly aesthetic design highly valuable constant UX innovation effortless leading Simplicity & Design iPhone, iPad Steve Jobs iOS the „i“ Ecosystem (of hard & software) Apple stores GREAT EXAMPLESCHRISTIANVATTER 48
  49. 49. SOME EXAMPLESOF CONCISE BRAND IDEASCHRISTIANVATTER 49
  50. 50. www.culinarymisfits.de CHRISTIANVATTER 50
  51. 51. CHRISTIANVATTER www.theberrycompany.co.uk 51
  52. 52. CHRISTIANVATTER www.stop-the-water-while-using-me.com 52
  53. 53. 1. To be noticed and remembered your brand needs a clear position: a brand idea. It can be found in product facts, the way you deal with the world, or in the reason why you are running your business.2. To find your brand idea, you need to do some research: internally, check competitors, put yourself in your customer‘s shoes.3. A good brand idea appeals to your audience, sets you apart from competitors and is authentic to yourself.4. To make it manageable, you need to describe your brand formally in an identity grid.CHRISTIANVATTER 53
  54. 54. 2. IMPLEMENTING THE BRANDCONSISTENTLYCHRISTIANVATTER 54
  55. 55. „Brands are just a collection of experiences. It’s notabout coming up with this big branding campaign. It is about creating lots of small experiences that are going to get them wanting to come back for more.So it has to start with small steps that lead to a larger set of experiences that build the brand form the bottom up.“ Peter Sims, Founder BLK SHP InnovationCHRISTIANVATTER Source: The Naked Brand 55
  56. 56. THE STARTING POINT OF EVERYTHING WHAT HOW BRAND IDEA GREAT EXAMPLESCHRISTIANVATTER 56
  57. 57. YOUR BRAND: THE CENTRAL IDEA OF YOUR ORGANIZATION PR & Advertising Product & service Campaigns Tonality guidelines innovations Portfolio strategy/ Channel planning line extensions Corporate Design Management Principles BRAND IDEA Naming Code of conduct employees Product Design Internal Communication Retail Design Corporate Architecture Recruiting Behavior of productsCHRISTIANVATTER 57
  58. 58. LIKE A FILTER FOR EVERYTHING YOU DO Source: www.slideshare.net/brandriveninnovation/brand-driven-innovation-2010CHRISTIANVATTER 58
  59. 59. YOUR TOOLBOX User Experience Messages Performance Appearance Behavior BRAND IDENTITY MANIFESTATIONS USER/BUYERCHRISTIANVATTER 59
  60. 60. IMPLEMENTING THROUGH TOUCHPOINTS Print Ad CSR Activity TV/Radio Ad Invoice/Bill Online Ad Sales Representative Billboard Personal Communication Newsletter Email/Phone Loyalty Program Facebook Page Customer Service Packaging Customer Magazine Mobile App Trade Show/Exhibition Online Shop Corporate Event Website Brochure/Flyer/ Shop/Retail Catalogue EmployeeCHRISTIANVATTER 60
  61. 61. BE CONSISTENT IN IMPORTANT ENCOUNTERS!CHRISTIANVATTER 61
  62. 62. BE CONSISTENT OVER TIME!CHRISTIANVATTER 62
  63. 63. AXE – WE HELP YOU GET LAIDCHRISTIANVATTER 63
  64. 64. AXE – WE HELP YOU GET LAIDCHRISTIANVATTER 64
  65. 65. APPLE – SIMPLICITY & DESIGNCHRISTIANVATTER 65
  66. 66. BUT THAT‘S NOT ALL…CHRISTIANVATTER 66
  67. 67. IT‘S ALL ABOUT THE EXPERIENCE:BRAND UXCHRISTIANVATTER 67
  68. 68. „CMOs hate me for saying that, but if you took so many of the resources that are dedicated towards purely marketing or advertising for your products, and put that money into making it better, into improving the customer service, into improving the product, into improving the UX experience, you would probably do a lot more for your PR, for your marketing, for you buzz, for your brand love, than anything else.“ Alexis Ohanian, Founder of reddit and HipmunkCHRISTIANVATTER http://99u.com/videos/7259/Alexis-Ohanian-Give-a-Damn-Give-Lots-of-Damns from min. 4:35 68
  69. 69. HOW BRANDING IS USUALLY SEENCHRISTIANVATTER 69
  70. 70. HOW PEOPLE REALLY INTERACT WITH BRANDSCHRISTIANVATTER 70
  71. 71. HOW PEOPLE REALLY INTERACT WITH BRANDSCHRISTIANVATTER 71
  72. 72. BRAND UX – MARKETING THROUGH EXPERIENCE 1. 2. 3. Identify the brand Create the best-in- Bring your brand idea encounters that are class user experience to live through service most important to with these encounters add-ons or value- your customers. (matching user needs adding features in & capabilities). these encounters.CHRISTIANVATTER 72
  73. 73. POWER2SWITCH ELECTRICITY BILL www.power2switch.comCHRISTIANVATTER 73
  74. 74. DOMINO‘S PIZZA TRACKERCHRISTIANVATTER 74 https://order.dominos.com/en/pages/tracker/#/track/order/
  75. 75. APPLE GENUIS BARCHRISTIANVATTER http://www.flickr.com/photos/maebmij/165837985/ 75
  76. 76. HYUNDAI EQUUS IPAD APP http://www.youtube.com/watch?v=4DjgT4d6GX4CHRISTIANVATTER 76
  77. 77. TESCO / HOMEPLUS SHOPPING http://www.littledoremi.com/tesco-homeplus-subway-virtual-store-in-south-korea/CHRISTIANVATTER 77
  78. 78. KICK-STARTING YOUR BRANDCHRISTIANVATTER 78
  79. 79. THE BRANDING PROCESS Implemen- Data Analysis Insight Strategy tationCHRISTIANVATTER 79
  80. 80. THE ROAD TO SUCCESSFUL BRAND IMPLEMENTATION 2. Perfecting the 3. Increasing the 1. Building the basics experience awareness DESIGN EXPERIENCE COMMUNICATION Corporate Design Product performance and UX Campaigns Stationary Helpful services and add-ons PR Website Great features stressing the Presentation Design brand ideaCHRISTIANVATTER 80
  81. 81. PAY ATTENTION TO DETAILS Explanation movie Welcome Mail Monthly Bill DashboardCHRISTIANVATTER 81
  82. 82. HIPMUNK – „LOVE TRAVEL SEARCH“ IN EVERY DETAIL www.hipmunk.comCHRISTIANVATTER 82
  83. 83. HIPMUNK – „LOVE TRAVEL SEARCH“ IN EVERY DETAIL www.hipmunk.comCHRISTIANVATTER 83
  84. 84. BLOCK BURGER – HAMBURG DOWN TO THE WAITING NUMBER Instead of giving you a number to tell you when your order is ready, Block Burger gives you a Hamburg street.CHRISTIANVATTER 84
  85. 85. 1. You cannot not communicate. Everything you do as a brand tells something about yourself.2. Putting the brand in the center of your organization helps delivering a consistent brand experience through messages, performance, appearance, and behavior – consistently over touchpoints and over time.3. Brands are tools that people use to fulfill their needs. Therefor you should identify the most important touchpoint and there provide a first class experience, bringing the brand idea to live through services and features.CHRISTIANVATTER 85
  86. 86. CHRISTIAN VATTER,BRAND EXPERIENCECONSULTANT Photo: Mandy SchaffCHRISTIANVATTER 86
  87. 87. MARKETING PSYCHOLOGISTCHRISTIANVATTER 87
  88. 88. EXPERIENCE DESIGN STRATEGISTCHRISTIANVATTER 88
  89. 89. 10 YEARS CONSULTING BRAND, COMMUNICATION, EXPERIENCECHRISTIANVATTER 89
  90. 90. BRAND EXPERIENCE CONSULTING BRAND DEFINITION COMMUNICATION EXPERIENCE STRATEGY STRATEGY & DESIGN A clear stance: Messages to the point: Good performance Working out a relevant Planing the trinity of where it counts: and unique core target group, message, Adding value and message and channel with a view bringing brand values to on affectivity and life through services, efficiency features, touch pointsCHRISTIANVATTER 90
  91. 91. CHEERS!Photos & Illustrations: Christian VatterMore about Christian Vatter atwww.christianvatter.comCHRISTIANVATTER 91

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