From Brand Building to Brand Action

2. LETS DISPELL A FEW MYTHS

3. A BRAND IS NOT A LOGO

4. A BRAND IS NOT AN IDENTITY

5. A BRAND IS NOT A PRODUCT

6. WHAT IS A BRAND?

7. A BRAND IS A PERSON’S GUT FEELING
ABOUT A PRODUCT, SERVICE OR
ORGANIZATION.

8. IT’S NOT WHAT YOU SAY IT IS.
IT’S WHAT THEY SAY IT IS!

9. THE 4C’s OF MARKETING
CUSTOMERS:
Know Your
Customers
COMPETITION:
Know Your
Competition
COMPANY:
Know Your
Company &
Employees
CATEGORY:
Know your industry
of category

10. CUSTOMERS:
Know Your Customers
COMPETITION: Know
Your Competition
COMPANY:
Know Your Company &
Employees
CATEGORY:
Know your industry of
category
§
§
§
§
§
Who Are your customers?
How do they FEEL about you?
What is important to them?
What defines them?
What Are Their unmet needs?

11. Human Emotions
Science: Abraham Maslow s Hierarchy of Needs

12. CUSTOMERS:
Know Your Customers
COMPETITION: Know
Your Competition
COMPANY:
Know Your Company &
Employees
CATEGORY:
Know your industry of
category
§
§
§
§
§
Who is your competition?
What are their strengths
What are their weaknesses?
What are they known for?
Why do people care about them?

13. CUSTOMERS:
Know Your Customers
COMPETITION: Know
Your Competition
COMPANY:
Know Your Company &
Employees
CATEGORY:
Know your industry of
category
§
§
§
§
§
What does your business stand for?
What make your business different?
Do you have a working philosophy or mantra?
What is your culture?
How do you want to make people feel?

14. CUSTOMERS:
Know Your Customers
COMPETITION: Know
Your Competition
COMPANY:
Know Your Company &
Employees
CATEGORY:
Know your industry of
category
§ What are the rules of your industry?
§ What are the emerging trends in your
industry?
§ How do you reframe them or change a
convention?

15. Innocent!
Regular !
Guy / Girl!
Explorer !
Sage!
Hero!
Outlaw!
WHAT S YOUR STORY?
everyone & everything has one. there are only 12 to speak of.
if you buy in to Carl Gustav Jung's theories there are 12 core "archetypes". They are universal,
mythic characters reside within the collective unconscious of people the world over. Archetypal
images represent fundamental human desires and evoke deep emotions. The 12 archetypes
symbolizes a basic human need, aspiration or motivation.
Magician!
Lover!
Jester!
Caregiver!
Creator!
Ruler!

16. EMOTIONAL PATH THROUGH PURCHASE
emotionally driven brands need to be visionary, integrated, visceral and reflective of a true commitment to the
personal values of its core consumers. value is not built through price alone.
NEEDS!
DESIRE!
I will feel sexy !
I need a high-heel !
Cultural ! >!
Relevance!
I need it
Meaning!
>!
Emotional !
Connection!
Jimmy Choo is a hip &
fashionable brand !
I Want It
I Will Take It
=!
Loyalty!
Jimmy Choo can also
guess my other needs !
I Will Take More

17. DEVELOP A UNIQUE PROPOSITION
e.g. FROM
Selling a
haircut
!
TO
Selling
Self-esteem

18. ~
JOANNA PENA-BICKLEY
Chief Creative Officer | www.matterww.com
@jojobickley
NEW YORK, NEW YORK