The document discusses the importance of building a strong brand through establishing an emotional connection with consumers. It emphasizes that brands are built by people, not logos, and takes time to develop through consistency and trust. Starbucks is used as an example of a company that prioritized employee satisfaction and culture to indirectly create a positive customer experience and brand loyalty. While logos and advertising can promote a brand, what is most critical is living up to the brand promise through interactions with customers at every level.
Branding Roundtable No. 2 – Purpose-Driven Branding Leo Burnett
Branding Magazine interviewed Leo Burnett’s Chief Strategy Officer Mick McCabe in the latest edition of The Branding Roundtable. The Branding Roundtable is a monthly, free, downloadable eBook that features interviews with industry experts, an effort to explore branding topics in greater depth. Each month, experts are asked about a different subject, and July’s topic is Purpose-Driven Branding. Read McCabe’s interview for his insights and opinions about the state of purpose in branding.
Presentation to students attending the 2009 Student Leadership Conference at Missouri University of Science and Technology (Missouri S&T), January 2009
Snap Agency, the leader in digital ecommerce solutions recently published a blog post and supplemental slide presentation explaining the importance of brand strategy and how to develop one.
Branding Roundtable No. 2 – Purpose-Driven Branding Leo Burnett
Branding Magazine interviewed Leo Burnett’s Chief Strategy Officer Mick McCabe in the latest edition of The Branding Roundtable. The Branding Roundtable is a monthly, free, downloadable eBook that features interviews with industry experts, an effort to explore branding topics in greater depth. Each month, experts are asked about a different subject, and July’s topic is Purpose-Driven Branding. Read McCabe’s interview for his insights and opinions about the state of purpose in branding.
Presentation to students attending the 2009 Student Leadership Conference at Missouri University of Science and Technology (Missouri S&T), January 2009
Snap Agency, the leader in digital ecommerce solutions recently published a blog post and supplemental slide presentation explaining the importance of brand strategy and how to develop one.
Utilizing the Brand Identity Model as a basis for defining our company's internal culture we were able to develop a framework. The framework acts as our guide with all things FreedomVoice.
Are you a Challenger Brand? Check out what DirectionGroup's Geraint Holliman has to say about what a Challenger Brand truly means today. Content is based on the best selling book Eating the Big Fish: How Challenger Brands Can Compete Against Brand Leaders by Adam Morgan.
Let us know what you think.
I gave a small lecture about marketing and advertising in Haaga Helia school. If you want to know more, don't hesitate to contact me. Markus Nieminen, Creative, dynamo&son
What challenger brands are, how they work and how to become one. Illustrated ...Drthomasbrand Limited
An overview of what challenger brands are and what makes them work. Illustrated through extensive examples. How do you become one, what are the steps and strategies that works.
Utilizing the Brand Identity Model as a basis for defining our company's internal culture we were able to develop a framework. The framework acts as our guide with all things FreedomVoice.
Are you a Challenger Brand? Check out what DirectionGroup's Geraint Holliman has to say about what a Challenger Brand truly means today. Content is based on the best selling book Eating the Big Fish: How Challenger Brands Can Compete Against Brand Leaders by Adam Morgan.
Let us know what you think.
I gave a small lecture about marketing and advertising in Haaga Helia school. If you want to know more, don't hesitate to contact me. Markus Nieminen, Creative, dynamo&son
What challenger brands are, how they work and how to become one. Illustrated ...Drthomasbrand Limited
An overview of what challenger brands are and what makes them work. Illustrated through extensive examples. How do you become one, what are the steps and strategies that works.
A comprehensive guide to the world of branding. It is an exciting time for branding. As everything becomes global, good branding becomes more crucial. What is Branding? is an accessible guide that makes sense of this complex subject. It explores the process of branding, and shares insights that can be applied to practical challenges.
Communicating your brand is not as easy as it once was. For many, margins are eroding, the market is getting more crowded and market segmentation is driving business.
To win in this environment, first consider the myths about rebranding that simply are not true. This presentation takes the example of destinations, but explores other markets to demonstrate what really is true about rebranding.
The primary takeaway is answering the question; What do you need to do right in order to make your brand more meaningful and actually steal market share?
This is the second session (Sep 8) of our Free Open Advanced Branding Masterclass at www.mootee.typepad.com. Pls rememebr no books are needed. We will forward additional reading material for all registered participants.
A quick study of the basics and importance of strategic brand development. By Fanen Acho, Headstart Consultimg Limited. Headstart is a strategy and innovation company
How your organisations culture defines your brand Margo Cashman
How the relationship between brands and the organisations they represents, exploring how the alignment of brand and culture drives credibility and trust.
Brand architecture is an organizing structure that specifies brand roles and the nature of relationships between brands. Brand managers now face market fragmentation, channel dynamics, global realities, and business environments that have drastically changed their task. In addition, there is pressure to leverage brand assets because of the prohibitive cost of creating new brands. This set of challenges has created a new discipline called "brand architecture." It explores the needs for a company to be centralized or decentralized (in terms of its product range, sales, and marketing); and the extent to which the firm's market offerings are standardized versus customized.
Brand Identity is the foundation of brand strategy development. Here's our framework for developing a brand identity with examples and templates to inspire and guide your brand building efforts.
The first step to creating or sustaining a strong brand is to define its purpose - why do you exist? This presentation is based on lectures given at University of Notre Dame's Mendoza College of Business and UC Berkeley's Haas School of Business.
Brand Fever Founder & CEO Vicky Jones opens Vistage All City 2013 Atlanta with a discussion on what makes brands differentiate themselves in the marketplace. The answer? Passionate brand storytelling, brand ambassadors, and the all-important human element.
This presentation was given by Brand Fever Founder and CEO Vicky Jones on August 27, 2013. The presentation discusses brand essentials, like brand storytelling, the concept of 'shared value' and the all-important emotional value funnel.
Cole Collective, Ghana, Company ProfileDavid Coleman
Cole is a Brand Engagement Agency based in Accra, Ghana, serving both for-profit and not-for-profit organizations.
Our work reflects top-notch organizational communications skills, deep knowledge of the industries in which our clients operate, and a steadfast commitment to our work ethos.
We have experience serving client in sectors including: FMCG, Financial Services , Fashion, Telecommunications and Non-Profit.
2. What is this thing we call a Brand?
Is it a look or logo? A name, product line or
service?
Is it something that provides an emotional
connection and helps consumers cut through
marketplace clutter?
It’s not an abstract concept. It is our single
greatest asset….the reason why people choose
us over any other product.
3. Branding 101
Brands are built by people…..not by
logos or advertising.
Strong Brands aren’t built in a day,
week or month. It takes years.
Brands are about promises and trust.
Strong Brands help guide executive
decision-making.
4. Why Is Building a Brand so
Important?
To differentiate you from your competition.
To create value.
To get buy in from your entire community –
‘bottom up.’
5. The Value of Building a Brand
“…In the factory we make cosmetics, in the store we
sell hope.”
-- Charles Revlon
“If all Coca Cola's assets were destroyed overnight ,
whoever owned the Coca Cola name could walk
into a bank the next morning and get a loan to
rebuild everything.“
-- Carlton Curtis
VP Corporate Communications, Coca Cola
6. Starbucks
Founded in 1971 at Seattle’s Pike Place Market.
In 25 years, grew from 18 stores to 9,671.
Known for attention to detail and its hip
environment.
Starbucks Chairman, Howard Schultz says he’s
not in the coffee business serving people. He’s
in the people business serving coffee.
7. Is a Cup of Coffee Really Worth $5?
“The product that will not sell without
advertising will not sell profitably with
advertising.” – Howard Schultz
8. Commitment from the “Bottom – Up”
In the first 25 years, Starbucks spent
less than $20 million on traditional
advertising.
Instead it plowed potential ad spending
into employee benefits.
One of the first to offer part-time
employees stock options and health
benefits.
Why? Because the employee is crucial
to the Starbucks experience.
9. Is a Cup of Coffee Really Worth $5?
“If we want to exceed the trust of our
customers, then we first have to build trust
with our people. A brand has to start with
the culture and naturally extend to our
customers.”
-- Howard Schultz, Starbucks Chairman
10. Strong Brands have an Emotional Connection
The brand stands for something important to
consumers.
The brand is intense and vibrant and connects
with people on multiple levels and senses.
The brand is unique.
The brand is admirable.
The brand consistently interacts and never
disappoints.
The brand makes them feel good.
11. Great Brands
Great brands are not viewed as commodities.
Great brands deliver against a promise.
Great brands create strong word of mouth.
Great brands convey value systems.
Great brands know how far the brand can stretch.
Great brands create relationships.
Great brands forge emotional connections.
Great brands really know their consumers.
15. Great Brands Stand for One
Thing
Maytag Freedom
Volvo Thinking Differently
Disney Overnight, No Excuses
Nike Safety
Harley Magic
Apple Dependability
FedEx Quality Footware
16. Great Brands Stand for One
Thing
Maytag Dependability
Volvo Safety
Disney Magic
Nike Quality Footware
Harley Freedom
Apple Thinking Differently
FedEx Overnight, No Excuses
17.
18. I’M One -- the Brand Promise
Simply put being Tennessee's Best is a goal for MTSU to
recruit the best students, retain the best faculty, and being
committed to enhancing academic quality and a student-
centered environment; two pillar of our academic master
plan. As President McPhee said when the campaign was
officially initiated at the Fall Faculty meeting, the I’M ONE
campaign is designed to recognize the important role each
individual plays in helping students reach their full potential.
19. Why did I’M One ‘work’ in
Admissions and did not continue to
resonate across campus?
20. Do we want to develop an Ad Campaign that
may have a ‘lifespan’ of 1-2 years?
Or do we want to develop a Marketing
Campaign that will embrace “who we are”
and a “Brand Promise” that will serve the
University for years & years?