David Srere

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David Srere

  1. 1. Building World Class Brands:The Essential Principles :David B. Srere, Co-President and CEO
  2. 2. Introduction Siegel+Gale is a global strategicbranding firm.
  3. 3. Introduction Alan Siegel42 years42225 people2258 officesAn Omnicom company
  4. 4. Our Promise We build world-class brands throughelegantly simple, unexpectedly freshstrategies, stories and experiences.
  5. 5. Our Core CapabilitiesBrand StrategyBrand ResearchBrand ArchitectureVerbal + Visual Identity +NamingDigital Strategy + DesignCustomer ExperienceSimplification
  6. 6. Our Goal: Help Build the Next Generation ofWorld Class Brands :
  7. 7. “A journey of a thousand miles begins with a single step.” + Confucius +
  8. 8. The Branding Market is Still Emerging1980’s: 1990’s – to date: " Emerging Now: "Birth of a Market Economy The Age of Advertising A Shift to Brand Building+  Evolved from a centrally +  Mass advertising confused +  A gradual but noticeable shift planned economy with branding towards brand-building+  Dominated by international +  Consumer affinity towards +  Native brands gaining share brands and JVs global brands; local brands locally; looking globally thriving as OEMs+  Availability = differentiation +  Price still leads, but quality, +  Price = differentiation service, and choice are emerging as differentiators
  9. 9. What are the principles ofworld class brands? ?
  10. 10. Three Essential Principles1.  Create a compelling story about your organization2. Tell the story in a compelling way—don’t just show it -3. Bring the story to life consistently across every touchpoint of the organization
  11. 11. Great Brands Tell Compelling Stories
  12. 12. Great Brands Tell Compelling Stories Create innovative solutions Help the world work better to the world’s challenges through forward thinking Improve the lives of the world’s Enhance people’s lives with consumers, now and for intuitive, simple, elegant generations to come design Help the world run better in Help people be their best in order to create enduring the moments that matter. prosperity for people everywhere
  13. 13. What makes a compelling story? ?
  14. 14. It answers three key questions:+  What do I stand for? ?+  How am I different? ?+  Why should anyone care? ?
  15. 15. It’s based on truth It’s based on truth
  16. 16. It’s not just about what your organization does—it’sabout what your organization does for others -
  17. 17. Moving from the “What” to the “So What?” ?What? So what?
  18. 18. Moving from the “What” to the “So What?” ?From ToA company that manufactures The company that defines thecomputer chips future through technology 20
  19. 19. Developing the StoryEnvironment AudienceCompetitors " Target segments Industry Trends What is the What are "Market Dynamics context? the needs? Perceptions Needs and Desires The Brand Story What are the capabilities? The strategic focus for your brand efforts—the one thing your brand must accomplish — Organization Vision " Culture " Structure
  20. 20. A Great Story is Well Told - Not Just Shown –Visual : Verbal :+  Logos and symbols +  Personality +  Advertising +  Tone +  Packaging +  Voice +  Signage +  Narrative
  21. 21. Microsoft NEED IMAGE
  22. 22. Branding Priorities+ Evolve Windows from a commodity people have to use to a brand they want to use Windows+ Increase awareness, understanding and relevance+ Deposition Apple
  23. 23. The Windows Brand FrameworkWindowsThe Story Windows is more compatible with your whole life - at home, work, and play Windows -Communication" Visual Principles: Verbal Principles:Principles Real Life Understanding Integrated Knowledgeable Alive Inquiring Clear Pragmatic
  24. 24. The Windows Brand FrameworkWindowsThe Story Windows is more compatible with your whole life - at home, work, and play Windows -Communication" Visual Principles: Verbal Principles:Principles Real Life Understanding Integrated Knowledgeable Alive Inquiring Clear Pragmatic
  25. 25. Applying the Visual PrinciplesShoot real Windows users and Use multiple photographers to Incorporate products seamlessly engage members of their personal depict diverse settings and within users’ life stories. communities subjects Aim to show ethnically and Depict the many facets of a hero Adopt an editorial style for imagery culturally diverse groups. Windows user at work, play, relaxingand learningBrazil Shoot:" Moscow Shoot: Beijing Shoot:Nesters—Santos Family Empty Nesters—Petrov Family Transitioners—Min & Jia
  26. 26. The Windows Brand FrameworkWindowsThe Story Windows is more compatible with your whole life - at home, work, and play Windows -Communication" Visual Principles: Verbal Principles:Principles Real Life Understanding Integrated Knowledgeable Alive Inquiring Clear Pragmatic
  27. 27. Bringing the Voice Principles to LifeBefore: “Have to Use” After: “Want to Use”Windows Live Spaces is a terrific tool for sharing Why use Windows Live Spaces?your memories online. It is your virtual home on For lots of little reasons, Beth Adams takes lots ofthe internet for your family and friends to visit! little pictures. Lots and lots, actually. A gigabyte aLike any home, we should probably put up a few day. Beth runs a daycare center, and a few yearsphotos. ago, she had a brainwave: snap photographs ofWindows Live Photo Gallery gives you the power the kids being cute and share them with theto share your photos directly to your Windows parents.Live Space for friends and family to see from afar. Great idea. But just an idea, until she discoveredUnlike many online photo websites; Windows she could reach out to almost any parent,Live Spaces even has the ability to directly anywhere, easily, with Windows Live Spaces.download an entire photo album! It is easier than Now, Beth uploads images to her Windows Liveever to share your photos! Space and broadcasts them to parents in a single mouse click. She creates downloadable photo albums for each classroom. And since nearly everyone speaks Windows, she knows that the pictures–and the smiles–will come through for everyone.
  28. 28. Three Essential Principles1.  Create a compelling story about your organization2. Tell the story in a compelling way—don’t just show it -3. Bring the story to life consistently across every touchpoint of the organization

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