Let’s Start by dispelling  some myths.
FIRST Brand is not a logo.
 
SECOND A brand is not an identity.
 
A brand is not a product.
 
So What exactly Is a  brand ?
 
It’s a GUT FEELING because people Are emotional, intuitive beings.
It’s a person’s gut feeling, Because brands are defined by individuals, Not companies, markets, or the public
In other words…
IT’S NOT WHAT  YOU   SAY IT IS.
IT’S WHAT  THEY   SAY IT IS.
Why is branding so hot? <ul><li>People have too many choices and too little time </li></ul><ul><li>Most offering have simi...
 
TRUST
Trust comes from meeting and beating customer expectations. Trust  Reliability  Delight
$ A brand have a monetary value.
No doubts.
5 ways to measure brand value: <ul><li>Price premium </li></ul><ul><li>Customer preference </li></ul><ul><li>Replacement c...
 
The main purpose of branding is to get more people  to buy  more stuff for  more years  at a  high price .
Bang Success  Buck Trust comes from meeting and beating customer expectations.
 
Prediction Brand will become the most powerful Strategic tool since the spreadsheet.
Problem In the most companies,  STRATEGY Is separated from  CREATIVITY  by a wide gap.
 
 
When both sides work together, You can  build a charismatic brand
 
Any brand can be charismatic.
EVEN YOURS.
But first,
DISCIPLINE 1 : DIFFERENTIATE
FACT: Our brain act as a filter to protect  us from too much information
 
Be Different. Solution:
The three most important words in differentiating you brand:
1 - FOCUS
2 - FOCUS
3 - FOCUS
 
The focus test: <ul><li>Who are you? _____________________ </li></ul><ul><li>What do you do? ___________________ </li></ul...
You need more focus. Unless you have compelling answer to theses question,
DISCIPLINE 2: COLLABORATE
Like building A cathedral, Building a brand Is a collaborative project .
 
 
And that’s OK!
MYTH: Wide experience leads to deep insights.
FACT: Deep insights come  from deep experience.
 
 
Because The mathematics of collaborations Is nothing less than MAGIC .
DISCIPLINE 3: INNOVATE
Execution Not strategy  Is where the rubber meets the road.
 
Why do companies have so much trouble with creativity?
 
 
DISCIPLINE 4: VALIDATE
 
The new communication model Is a dialogue.
Let’s do one simple test . The Swap test!
Existing trademarks
Whit name swapped
Did you see  something wrong ? If not, take a look again!
DISCIPLINE 5: CULTIVATE
Brands are like people
If people can change their clotes without changing their characters…
Why brand can not?
Old Paradigm: Control the LOOK AND FEEL of a brand.
New Paradigm: Influence the Character of a brand.
IF a brand looks like a duck and swims Like a dog, people will distrust it.
So let’s say you’ve DIFFERENTIATED, COLLABORATED, INNOVATED AND VALIDATED.
You’ve added the left brain to the right brain.
 
What’s your next  move ?
Share Your new knowledge
Differentiation Collaboration Innovation Validation Cultivation
 
YOU BUILD
A sustainable competitive advantage
 
Upcoming SlideShare
Loading in …5
×

[Induction] sessao 8 brand

1,549 views

Published on

Published in: Business, Technology
0 Comments
1 Like
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total views
1,549
On SlideShare
0
From Embeds
0
Number of Embeds
107
Actions
Shares
0
Downloads
51
Comments
0
Likes
1
Embeds 0
No embeds

No notes for slide
  • Story of the shark in three tanks.
  • Story of the shark in three tanks.
  • Story of the shark in three tanks.
  • Story of the shark in three tanks.
  • Story of the shark in three tanks.
  • Story of the shark in three tanks.
  • Story of the shark in three tanks.
  • Story of the shark in three tanks.
  • Story of the shark in three tanks.
  • Story of the shark in three tanks.
  • Story of the shark in three tanks.
  • Story of the shark in three tanks.
  • Story of the shark in three tanks.
  • Story of the shark in three tanks.
  • Story of the shark in three tanks.
  • Story of the shark in three tanks.
  • Story of the shark in three tanks.
  • Story of the shark in three tanks.
  • Story of the shark in three tanks.
  • Story of the shark in three tanks.
  • Story of the shark in three tanks.
  • Story of the shark in three tanks.
  • Story of the shark in three tanks.
  • Story of the shark in three tanks.
  • Story of the shark in three tanks.
  • Story of the shark in three tanks.
  • Story of the shark in three tanks.
  • Story of the shark in three tanks.
  • Story of the shark in three tanks.
  • Story of the shark in three tanks.
  • Story of the shark in three tanks.
  • Story of the shark in three tanks.
  • Story of the shark in three tanks.
  • Story of the shark in three tanks.
  • Story of the shark in three tanks.
  • Story of the shark in three tanks.
  • Story of the shark in three tanks.
  • Story of the shark in three tanks.
  • Story of the shark in three tanks.
  • Story of the shark in three tanks.
  • Story of the shark in three tanks.
  • Story of the shark in three tanks.
  • Story of the shark in three tanks.
  • Story of the shark in three tanks.
  • Story of the shark in three tanks.
  • Story of the shark in three tanks.
  • Story of the shark in three tanks.
  • Story of the shark in three tanks.
  • Story of the shark in three tanks.
  • Story of the shark in three tanks.
  • Story of the shark in three tanks.
  • Story of the shark in three tanks.
  • Story of the shark in three tanks.
  • Story of the shark in three tanks.
  • Story of the shark in three tanks.
  • Story of the shark in three tanks.
  • Story of the shark in three tanks.
  • Story of the shark in three tanks.
  • Story of the shark in three tanks.
  • Story of the shark in three tanks.
  • Story of the shark in three tanks.
  • Story of the shark in three tanks.
  • Story of the shark in three tanks.
  • Story of the shark in three tanks.
  • Story of the shark in three tanks.
  • Story of the shark in three tanks.
  • Story of the shark in three tanks.
  • Story of the shark in three tanks.
  • Story of the shark in three tanks.
  • Story of the shark in three tanks.
  • Story of the shark in three tanks.
  • Story of the shark in three tanks.
  • Story of the shark in three tanks.
  • Story of the shark in three tanks.
  • Story of the shark in three tanks.
  • Story of the shark in three tanks.
  • Story of the shark in three tanks.
  • Story of the shark in three tanks.
  • Story of the shark in three tanks.
  • Story of the shark in three tanks.
  • Story of the shark in three tanks.
  • Story of the shark in three tanks.
  • Story of the shark in three tanks.
  • Story of the shark in three tanks.
  • Story of the shark in three tanks.
  • Story of the shark in three tanks.
  • [Induction] sessao 8 brand

    1. 2. Let’s Start by dispelling some myths.
    2. 3. FIRST Brand is not a logo.
    3. 5. SECOND A brand is not an identity.
    4. 7. A brand is not a product.
    5. 9. So What exactly Is a brand ?
    6. 11. It’s a GUT FEELING because people Are emotional, intuitive beings.
    7. 12. It’s a person’s gut feeling, Because brands are defined by individuals, Not companies, markets, or the public
    8. 13. In other words…
    9. 14. IT’S NOT WHAT YOU SAY IT IS.
    10. 15. IT’S WHAT THEY SAY IT IS.
    11. 16. Why is branding so hot? <ul><li>People have too many choices and too little time </li></ul><ul><li>Most offering have similar quality and features </li></ul><ul><li>We tend to base our buying choices on trust </li></ul>
    12. 18. TRUST
    13. 19. Trust comes from meeting and beating customer expectations. Trust Reliability Delight
    14. 20. $ A brand have a monetary value.
    15. 21. No doubts.
    16. 22. 5 ways to measure brand value: <ul><li>Price premium </li></ul><ul><li>Customer preference </li></ul><ul><li>Replacement cost </li></ul><ul><li>Stock price </li></ul><ul><li>Future earnings </li></ul>
    17. 24. The main purpose of branding is to get more people to buy more stuff for more years at a high price .
    18. 25. Bang Success Buck Trust comes from meeting and beating customer expectations.
    19. 27. Prediction Brand will become the most powerful Strategic tool since the spreadsheet.
    20. 28. Problem In the most companies, STRATEGY Is separated from CREATIVITY by a wide gap.
    21. 31. When both sides work together, You can build a charismatic brand
    22. 33. Any brand can be charismatic.
    23. 34. EVEN YOURS.
    24. 35. But first,
    25. 36. DISCIPLINE 1 : DIFFERENTIATE
    26. 37. FACT: Our brain act as a filter to protect us from too much information
    27. 39. Be Different. Solution:
    28. 40. The three most important words in differentiating you brand:
    29. 41. 1 - FOCUS
    30. 42. 2 - FOCUS
    31. 43. 3 - FOCUS
    32. 45. The focus test: <ul><li>Who are you? _____________________ </li></ul><ul><li>What do you do? ___________________ </li></ul><ul><li>Why does it matter? ________________ </li></ul>
    33. 46. You need more focus. Unless you have compelling answer to theses question,
    34. 47. DISCIPLINE 2: COLLABORATE
    35. 48. Like building A cathedral, Building a brand Is a collaborative project .
    36. 51. And that’s OK!
    37. 52. MYTH: Wide experience leads to deep insights.
    38. 53. FACT: Deep insights come from deep experience.
    39. 56. Because The mathematics of collaborations Is nothing less than MAGIC .
    40. 57. DISCIPLINE 3: INNOVATE
    41. 58. Execution Not strategy Is where the rubber meets the road.
    42. 60. Why do companies have so much trouble with creativity?
    43. 63. DISCIPLINE 4: VALIDATE
    44. 65. The new communication model Is a dialogue.
    45. 66. Let’s do one simple test . The Swap test!
    46. 67. Existing trademarks
    47. 68. Whit name swapped
    48. 69. Did you see something wrong ? If not, take a look again!
    49. 70. DISCIPLINE 5: CULTIVATE
    50. 71. Brands are like people
    51. 72. If people can change their clotes without changing their characters…
    52. 73. Why brand can not?
    53. 74. Old Paradigm: Control the LOOK AND FEEL of a brand.
    54. 75. New Paradigm: Influence the Character of a brand.
    55. 76. IF a brand looks like a duck and swims Like a dog, people will distrust it.
    56. 77. So let’s say you’ve DIFFERENTIATED, COLLABORATED, INNOVATED AND VALIDATED.
    57. 78. You’ve added the left brain to the right brain.
    58. 80. What’s your next move ?
    59. 81. Share Your new knowledge
    60. 82. Differentiation Collaboration Innovation Validation Cultivation
    61. 84. YOU BUILD
    62. 85. A sustainable competitive advantage

    ×