The document discusses various aspects of branding, including definitions of branding, brands, and brand identity. It defines branding as a holistic approach to a company's positioning, customer interactions, and operations based on its values. Branding aims to establish a unique name and image for a product/service and a differentiated presence in the customer's mind. It discusses the importance of consistency across all touchpoints like packaging, websites, etc. It also summarizes three types of brand architecture: monolithic, endorsed, and pluralistic. Finally, it covers different types of logos and important characteristics of strong brand names.
Brand archetypes aren't new, but many businesses are finding new ways to use these ancient character types to transform their brand in the new social economy.
Learn about the 12 brand archetypes, discover which ones suit your brand, and start developing your own brand archetype with this easy to follow guide.
Strategy is one of the most abused and misused terms in marketing. When I was a younger, I struggled a lot with that. There are so much opinions out there and it seems like everyone tries contradicting each other on purpose. On the 2nd of October, I got the chance to speak to 50 students at Thomas More Hogeschool and to tell them what I think strategy is and why it is so goddamn necessary in communications, marketing and yes, let's just say the world.
Comments and feedback are definitely welcome.
Equip yourself to leverage archetypes to create a differentiating personality and hence, positioning for your brand, connecting with the ideal consumer.
The document discusses various aspects of branding, including definitions of branding, brands, and brand identity. It defines branding as a holistic approach to a company's positioning, customer interactions, and operations based on its values. Branding aims to establish a unique name and image for a product/service and a differentiated presence in the customer's mind. It discusses the importance of consistency across all touchpoints like packaging, websites, etc. It also summarizes three types of brand architecture: monolithic, endorsed, and pluralistic. Finally, it covers different types of logos and important characteristics of strong brand names.
Brand archetypes aren't new, but many businesses are finding new ways to use these ancient character types to transform their brand in the new social economy.
Learn about the 12 brand archetypes, discover which ones suit your brand, and start developing your own brand archetype with this easy to follow guide.
Strategy is one of the most abused and misused terms in marketing. When I was a younger, I struggled a lot with that. There are so much opinions out there and it seems like everyone tries contradicting each other on purpose. On the 2nd of October, I got the chance to speak to 50 students at Thomas More Hogeschool and to tell them what I think strategy is and why it is so goddamn necessary in communications, marketing and yes, let's just say the world.
Comments and feedback are definitely welcome.
Equip yourself to leverage archetypes to create a differentiating personality and hence, positioning for your brand, connecting with the ideal consumer.
ROLLER COASTER MODEL for Customer Growth Hacking in Lean Startups and Establi...Rod King, Ph.D.
The document describes a roller coaster model for business model and system lifecycles. It shows that every living system has a dynamic mix of emergent and deliberate problems at different stages of maturity and complexity. Systems progress from simple to complex as they develop from emergent unknown stages to more deliberate known stages through continuous innovation and improvement.
There are three main types of brand architecture: 1) Monolithic system where the company name is placed on all products. This reduces advertising costs but if one product fails, it negatively impacts the whole brand. 2) Endorsed system where sub-brands are verbally or visually connected to the parent brand and benefit from its credibility. 3) Freestanding system where each brand operates independently based on its target market. The relationship between brands on this spectrum ranges from closely integrated to independent.
Here are the 5 marketing processes that every brand leader must know to be successful in your job.
✅ How to define your brand positioning
✅ How to write a marketing plan
✅ How to inspire marketing execution
✅ How to analyze your brand's performance
✅ How to think strategically
Every marketer has a natural space they excel and a blind spot they need help in. If you have a gap, it will likely show to those deciding on your next move. Challenge yourself to fill in your skills gaps using experience, coaching, and training to become a well-rounded marketer.
Explore our Beyond the MBA training program which is a virtual brand management training designed for the real world. This is your opportunity to gain access to world-class brand management training.
Our virtual training includes 35 engaging video training sessions as Graham shares the best brand management thinking that covers strategic thinking, brand positioning, brand plans, marketing execution, and marketing analytics.
Upon completing our program, you will earn a certificate in brand management that you can proudly display on your resume and LinkedIn profile.
For more information on Beyond the MBA, go to:
https://lnkd.in/e8f_dKn
Here are some of our best Beloved Brands stories on brand management:
Read how to write a brand positioning statement:
https://beloved-brands.com/2012/05/06/brand-positioning-statement/
Read how to write a brand plan:
https://beloved-brands.com/2012/06/24/brand-plan/
Read how to write a brand strategy roadmap:
https://beloved-brands.com/2013/04/14/brand-strategy-roadmap/
Read how to write brand concept:
https://beloved-brands.com/2013/10/12/brand-concept/
Workshop to help turn consumer insights into a brand strategy that will help the brand win in the market
Workshop Agenda
1. How to use consumer insights to bring the consumer to life
2. How to use consumer insights to define your brand
3, How to use consumer insights to develop brand strategy
Business model navigator - 55 business model patterns
This presentation is adapted and based on working Paper “The St.Gallen Business Model Navigator” by Oliver Gassmann, Karolin Frankenberger, Michaela Csik
Do you know your consumer better than your competition knows your consumer?
Think of consumer insights like you do intellectual property. Your knowledge of your consumer is a competitive advantage. Consumer Insights are little secrets hidden beneath the surface, that explain the underlying behaviors, motivations, pain points and emotions of your consumers. Insights provide a connection point to show consumers that your brand is meant for them.
What are you doing to drive brand love with your consumers? The deeper the love a brand can build with your most cherished consumers, the more powerful and profitable that brand will be, going far beyond what the product alone could ever deliver.
There is only one source of revenue. Not the products you sell, but the consumers who buy them.
Workshop for Brand Leaders to help define your brand positioning statement, brand concept and organizing big idea.
https://beloved-brands.com/brand-positioning/
Brands that invest in building their brand equity through long-term brand-building activities see significantly greater returns than those who focus only on short-term activations. Strong brands generate substantially higher sales volumes, command price premiums, and are more likely to grow their market share than weaker brands. Studies show that 60% of a company's marketing budget should be dedicated to brand-building and 40% to activations, and that brand-building investments have financial returns over periods of 6 months or more.
Brand architecture: building brand value. Brand Breakfast 17 April 2014CharityComms
This document discusses Cancer Research UK's (CRUK) brand architecture strategy, which was part of a recent brand refresh. The strategy was designed to help position CRUK's products and initiatives in the best way to build stronger brand recognition, engagement, and impact. The document outlines why the brand refresh was important, providing research that showed room for improving brand stand-out, recall, and perceptions. It then introduces CRUK's new brand architecture framework, which categorizes its assets into different levels based on their relationship to the master brand in order to create a more coherent and relevant customer experience that builds equity in the CRUK brand.
This document provides brand guidelines for Evergreen Holdings. It outlines the company's brand story, values, logo usage, photography style, typography, and color palette. The logo represents Evergreen's heritage in forestry through a pine tree symbol, growth through an upward arrow, and a new era through the letter E. Photography should reflect the company's driven and innovative culture. Montserrat is the official font and greens, black, and white make up the color palette.
3 Types of Thought Leadership: Creating the Perfect Mix of Content for Your B...LinkedIn
Thought leadership is how more of today’s brands get noticed and yield influence, but there’s no one recipe for success. Only by finding the right content mix for your brand will you be able to cook up something good that brings people in and keeps them coming back.
Choosing which ingredients go into your content marketing calls for a look at your overall strategy. Taking a high-level overview can help you identify any gaps in your brand’s influence and create the thought leadership you need to go from line cook to head chef.
To help you establish the right recipe, get a taste of three different types of thought leadership in the infographic below. Depending on your company’s size, industry, and business objectives, you might create content assets that display:
- Industry thought leadership, including perspective on news and trends
- Organizational thought leadership, embodied in the vision and ethos of your company
- Product thought leadership, focused on being the best solution for your customers
All companies share the need to build brand trust and credibility, but recipes for effective thought leadership vary. Striking the right thought leadership mix with your content marketing can allow you to influence people in evaluation or buying mode, helping ensure you are Zagat-rated in your industry.
This document discusses how brand archetypes based on Carl Jung's archetypal theory can be used to develop compelling brand personalities. It outlines 12 common archetypes including the Magician, Outlaw, Jester, Lover, Everyman, Caregiver, Ruler, and Creator. Examples of brands aligned with different archetypes are provided. The document argues that archetypes appeal to people on a deeper level and can help brands connect emotionally with consumers.
This document discusses developing a brand strategy and summarizes key points in brand positioning, identity, and image. It explains that brand identity is how a brand strategist wants a brand to be perceived, while brand image is how a brand is currently perceived by customers. Brand positioning communicates part of the brand identity to target segments. The document emphasizes translating a brand promise into a customer experience strategy and vision so employees can deliver the brand as intended. It questions how to map customer engagement opportunities to the brand vision and measure progress through key metrics.
A brand strategy is a plan for brand management that answers the big questions: who, where, why, what and when?
Building a strong brand requires a continuous commitment to excellence and an understanding of the qualities that define
the brand.
Here a practical guide to help you outline a successful Brand strategy.
Warby Parker is an online retailer of prescription eyewear that aims to provide high-quality glasses at an affordable price of $95 per pair while also donating a pair of glasses for every pair sold. The company was founded in 2010 and sells most of its inventory online but also has 5 physical showrooms. Through low prices, convenient virtual try-ons and a socially conscious mission, Warby Parker seeks to disrupt the traditional eyewear industry.
This document discusses various strategies for managing brands over time, including reinforcing brands through consistent marketing, managing different types of brand concepts, and revitalizing brands that have lost value. It provides examples of how brands have successfully strengthened or regained equity, expanded their reach, and adjusted their portfolios. The key is understanding consumer benefits and finding new ways to increase awareness while staying true to the original brand values.
Cult brands develop extremely loyal customer bases, called "true believers", by selling a lifestyle rather than just a product. Apple and Harley Davidson are examples of cult brands - Apple builds products its fans want, while Harley Davidson fosters a culture of customization and owner clubs. Cult brands have advantages like low price sensitivity, strong competitiveness, and free word-of-mouth advertising from loyal customers. However, they also face challenges in adapting to changing markets and risks losing focus if management strays from the brand's core.
The document discusses brand mantras, which are short phrases that capture the essence of a brand. An effective brand mantra is three to five words that reflect the heart and soul of the brand and provide guidance on products, campaigns, and sales. Examples given are Nike's "Authentic-Athletic-Performance" and Coca-Cola's "Sharing-Happiness-Tasty." Creating an effective brand mantra involves determining the target audience, mission, qualities, logo, voice, and message.
The document discusses how marketers can tap into universal archetypes to connect with customers on a deeper level. It identifies 12 common archetypes like the Hero, Explorer, Creator and Caregiver that represent core human motivations. These archetypes emerge when people are at certain life phases or encountering things that evoke the archetype. The document advises marketers to understand the archetype their brand represents to strengthen connections with customers motivated by that archetype. It provides examples of brands that effectively embody different archetypes like Coca-Cola representing the Innocent archetype.
ROLLER COASTER MODEL for Customer Growth Hacking in Lean Startups and Establi...Rod King, Ph.D.
The document describes a roller coaster model for business model and system lifecycles. It shows that every living system has a dynamic mix of emergent and deliberate problems at different stages of maturity and complexity. Systems progress from simple to complex as they develop from emergent unknown stages to more deliberate known stages through continuous innovation and improvement.
There are three main types of brand architecture: 1) Monolithic system where the company name is placed on all products. This reduces advertising costs but if one product fails, it negatively impacts the whole brand. 2) Endorsed system where sub-brands are verbally or visually connected to the parent brand and benefit from its credibility. 3) Freestanding system where each brand operates independently based on its target market. The relationship between brands on this spectrum ranges from closely integrated to independent.
Here are the 5 marketing processes that every brand leader must know to be successful in your job.
✅ How to define your brand positioning
✅ How to write a marketing plan
✅ How to inspire marketing execution
✅ How to analyze your brand's performance
✅ How to think strategically
Every marketer has a natural space they excel and a blind spot they need help in. If you have a gap, it will likely show to those deciding on your next move. Challenge yourself to fill in your skills gaps using experience, coaching, and training to become a well-rounded marketer.
Explore our Beyond the MBA training program which is a virtual brand management training designed for the real world. This is your opportunity to gain access to world-class brand management training.
Our virtual training includes 35 engaging video training sessions as Graham shares the best brand management thinking that covers strategic thinking, brand positioning, brand plans, marketing execution, and marketing analytics.
Upon completing our program, you will earn a certificate in brand management that you can proudly display on your resume and LinkedIn profile.
For more information on Beyond the MBA, go to:
https://lnkd.in/e8f_dKn
Here are some of our best Beloved Brands stories on brand management:
Read how to write a brand positioning statement:
https://beloved-brands.com/2012/05/06/brand-positioning-statement/
Read how to write a brand plan:
https://beloved-brands.com/2012/06/24/brand-plan/
Read how to write a brand strategy roadmap:
https://beloved-brands.com/2013/04/14/brand-strategy-roadmap/
Read how to write brand concept:
https://beloved-brands.com/2013/10/12/brand-concept/
Workshop to help turn consumer insights into a brand strategy that will help the brand win in the market
Workshop Agenda
1. How to use consumer insights to bring the consumer to life
2. How to use consumer insights to define your brand
3, How to use consumer insights to develop brand strategy
Business model navigator - 55 business model patterns
This presentation is adapted and based on working Paper “The St.Gallen Business Model Navigator” by Oliver Gassmann, Karolin Frankenberger, Michaela Csik
Do you know your consumer better than your competition knows your consumer?
Think of consumer insights like you do intellectual property. Your knowledge of your consumer is a competitive advantage. Consumer Insights are little secrets hidden beneath the surface, that explain the underlying behaviors, motivations, pain points and emotions of your consumers. Insights provide a connection point to show consumers that your brand is meant for them.
What are you doing to drive brand love with your consumers? The deeper the love a brand can build with your most cherished consumers, the more powerful and profitable that brand will be, going far beyond what the product alone could ever deliver.
There is only one source of revenue. Not the products you sell, but the consumers who buy them.
Workshop for Brand Leaders to help define your brand positioning statement, brand concept and organizing big idea.
https://beloved-brands.com/brand-positioning/
Brands that invest in building their brand equity through long-term brand-building activities see significantly greater returns than those who focus only on short-term activations. Strong brands generate substantially higher sales volumes, command price premiums, and are more likely to grow their market share than weaker brands. Studies show that 60% of a company's marketing budget should be dedicated to brand-building and 40% to activations, and that brand-building investments have financial returns over periods of 6 months or more.
Brand architecture: building brand value. Brand Breakfast 17 April 2014CharityComms
This document discusses Cancer Research UK's (CRUK) brand architecture strategy, which was part of a recent brand refresh. The strategy was designed to help position CRUK's products and initiatives in the best way to build stronger brand recognition, engagement, and impact. The document outlines why the brand refresh was important, providing research that showed room for improving brand stand-out, recall, and perceptions. It then introduces CRUK's new brand architecture framework, which categorizes its assets into different levels based on their relationship to the master brand in order to create a more coherent and relevant customer experience that builds equity in the CRUK brand.
This document provides brand guidelines for Evergreen Holdings. It outlines the company's brand story, values, logo usage, photography style, typography, and color palette. The logo represents Evergreen's heritage in forestry through a pine tree symbol, growth through an upward arrow, and a new era through the letter E. Photography should reflect the company's driven and innovative culture. Montserrat is the official font and greens, black, and white make up the color palette.
3 Types of Thought Leadership: Creating the Perfect Mix of Content for Your B...LinkedIn
Thought leadership is how more of today’s brands get noticed and yield influence, but there’s no one recipe for success. Only by finding the right content mix for your brand will you be able to cook up something good that brings people in and keeps them coming back.
Choosing which ingredients go into your content marketing calls for a look at your overall strategy. Taking a high-level overview can help you identify any gaps in your brand’s influence and create the thought leadership you need to go from line cook to head chef.
To help you establish the right recipe, get a taste of three different types of thought leadership in the infographic below. Depending on your company’s size, industry, and business objectives, you might create content assets that display:
- Industry thought leadership, including perspective on news and trends
- Organizational thought leadership, embodied in the vision and ethos of your company
- Product thought leadership, focused on being the best solution for your customers
All companies share the need to build brand trust and credibility, but recipes for effective thought leadership vary. Striking the right thought leadership mix with your content marketing can allow you to influence people in evaluation or buying mode, helping ensure you are Zagat-rated in your industry.
This document discusses how brand archetypes based on Carl Jung's archetypal theory can be used to develop compelling brand personalities. It outlines 12 common archetypes including the Magician, Outlaw, Jester, Lover, Everyman, Caregiver, Ruler, and Creator. Examples of brands aligned with different archetypes are provided. The document argues that archetypes appeal to people on a deeper level and can help brands connect emotionally with consumers.
This document discusses developing a brand strategy and summarizes key points in brand positioning, identity, and image. It explains that brand identity is how a brand strategist wants a brand to be perceived, while brand image is how a brand is currently perceived by customers. Brand positioning communicates part of the brand identity to target segments. The document emphasizes translating a brand promise into a customer experience strategy and vision so employees can deliver the brand as intended. It questions how to map customer engagement opportunities to the brand vision and measure progress through key metrics.
A brand strategy is a plan for brand management that answers the big questions: who, where, why, what and when?
Building a strong brand requires a continuous commitment to excellence and an understanding of the qualities that define
the brand.
Here a practical guide to help you outline a successful Brand strategy.
Warby Parker is an online retailer of prescription eyewear that aims to provide high-quality glasses at an affordable price of $95 per pair while also donating a pair of glasses for every pair sold. The company was founded in 2010 and sells most of its inventory online but also has 5 physical showrooms. Through low prices, convenient virtual try-ons and a socially conscious mission, Warby Parker seeks to disrupt the traditional eyewear industry.
This document discusses various strategies for managing brands over time, including reinforcing brands through consistent marketing, managing different types of brand concepts, and revitalizing brands that have lost value. It provides examples of how brands have successfully strengthened or regained equity, expanded their reach, and adjusted their portfolios. The key is understanding consumer benefits and finding new ways to increase awareness while staying true to the original brand values.
Cult brands develop extremely loyal customer bases, called "true believers", by selling a lifestyle rather than just a product. Apple and Harley Davidson are examples of cult brands - Apple builds products its fans want, while Harley Davidson fosters a culture of customization and owner clubs. Cult brands have advantages like low price sensitivity, strong competitiveness, and free word-of-mouth advertising from loyal customers. However, they also face challenges in adapting to changing markets and risks losing focus if management strays from the brand's core.
The document discusses brand mantras, which are short phrases that capture the essence of a brand. An effective brand mantra is three to five words that reflect the heart and soul of the brand and provide guidance on products, campaigns, and sales. Examples given are Nike's "Authentic-Athletic-Performance" and Coca-Cola's "Sharing-Happiness-Tasty." Creating an effective brand mantra involves determining the target audience, mission, qualities, logo, voice, and message.
The document discusses how marketers can tap into universal archetypes to connect with customers on a deeper level. It identifies 12 common archetypes like the Hero, Explorer, Creator and Caregiver that represent core human motivations. These archetypes emerge when people are at certain life phases or encountering things that evoke the archetype. The document advises marketers to understand the archetype their brand represents to strengthen connections with customers motivated by that archetype. It provides examples of brands that effectively embody different archetypes like Coca-Cola representing the Innocent archetype.
"Copywriting Elevator Workshop" is an introduction to developing creative ideas turn into influencing message and making people impressed by them...
In part 2 we talk about how to publish influential messages for ads and events.
توسعه محصول جدید | New Product Developmentdavood dehghan
توسعه محصول جدید شامل همهی گامها و فعالیتهایی است که از نقطهی صفر (زمانی که هنوز هیچچیز وجود ندارد) تا لحظهای که محصول آمادهی تجاری شدن و عرضه به بازار است را پوشش میدهند.
25 Steps for your Idea to Market - بیست و پنج گام تا رستگاریMasoud Zamani
این ارائه برای دانشجویان و علاقهمندان به ایجاد و توسعه کسب و کارهای نوپا تهیه شده است و براساس چکلیست آقای رُز میباشد.
این ارائه در سالهای نود و شش الی نود و هشت در رویدادهای مختلف ارائه شده است
product management in simple language مدیریت محصول به زبان سادهNegin Yashmi
This presentation is about knowing products; roles depend on it and way of making product roadmaps.
این ارائه درباره شناخت محصول، نقشهای مرتبط با آن و ساختن مسیرراه محصول است.
این فایل جلسه اول از درس اصول و مبانی تبلیغات است که دوره ام بی ای توسط اینجانب علیجاه شهربانویی تدریس می گردد. برای اطلاعات بیشتر درباره مدرس به سایت های زیر مراجعه بفرمایید
http://alijah.work/
http://sandesign.ir/
تبلیغات بازاریابی مدیریت برند
چطور یک Business pitch مناسب آماده کنیم که سرمایهگذار را تحت تأثیر قرار دهد؟ علی گنجیزاده نحوه ارائه مناسب کسبوکار به سرمایهگذار را بیان میکند.
لینک ویدیوی اسلایدهای 25 و 37:
https://www.aparat.com/v/PzxR8
Similar to #اسلایدهای_برندينگ_بانيك فایل شماره 13: فاز اول- چهارپایه برندینگ- ارتباطات خلاق برند (قسمت اول) (20)
36. جهان برندهای نوآورترین
رتبهسال2010سال2011سال2012
1
FacebookAppleApple
(Last Year: 15th)
For dominating the business landscape,
in 101 ways
For walking the talk
2
AmazonTwitterFacebook
(Last Year: 9th)
For five years of explosive growth that
have redefined communication
For 800 million reasons to share
3
AppleFacebookGoogle
(Last Year: 4th)
For 600 million users, despite
Hollywood
For expanding its hit lineup
4
GoogleNissanAmazon
(Last Year: 2nd)
For creating the Leaf, the first mass-
market all- electric car
For playing the long game
5
HuaweiGrouponSquare
(New!)
For reinvigorating retail -- and turning
down $6 billion
For making magic out of the
mercantile
@BANik Branding
37. جهان برندهای نوآورترین
رتبهسال2010سال2011سال2012
6
First SolarGoogleTwitter
(Last Year: 18th)
For instantly upgrading the search
experience
For amplifying the global dialogue
7
PG&EDawning Information Ind.Occupy Movement
(New!)
For building the world's fastest
supercomputer
For embodying all the traits that
make a Fast Company
8
NovartisNetflixTencent
(New!)
For streaming itself into a $9 billion
powerhouse (and crushing Blockbuster)
For fueling China’s Internet boom--
and boldly moving West
9
WalmartZyngaLife Technologies
(Last Year: 33th)
For being the $500 million alpha dog of
social gaming
For speeding up genetic sequencing
10
HPEpocratesSolar City
(Last Year: 12th)
For giving doctors and nurses instant
drug reference
For brightening up the sun-power
business
@BANik Branding