Brand As A Category Not A Product
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The document discusses how brands should focus on being a category rather than individual products. It uses Motorola's Razr phone as an example, explaining how it became a huge success as the first ultra-thin phone but Motorola struggled after by introducing too many similar products like the Krzr and Slvr that confused consumers rather than strengthening the Razr brand. The document advocates that companies should take brands like Motorola, Chevrolet, and Cadillac as examples of converging various products and services under a strong singular brand identity to grow successfully long-term.
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Brand As A Category Not A Product
- 1. Making Brand a Category Not a Product © Synapse world 2009
- 2. What is a Brand? A Brand is beyond the Name & Logo, but it is something that reflect the company, both Visually and Verbally. It is what connects between the buyer and the seller. © Synapse world 2009
- 3. The rise and fall of Razr © Synapse world 2009
- 4. Razr has lost his Buzz • Motorola falls on weak sales • Motorola to slash 6, 500 jobs Why? © Synapse world 2009
- 5. 2004: The first ultra thin phone © Synapse world 2009
- 6. Motorola was HOT • 2005 net profits: $4.6 Billion • Previous 10 years: $1.3 Billion Total © Synapse world 2009
- 7. A Product, not a Brand © Synapse world 2009
- 8. Motorola also introduced: • Razr – Razor • Krzr – Krazor • Slvr – Silver • Pebl – Pebol – shape of a rock. • Rokr – Rocker – Music Player (Rock & Roll) © Synapse world 2009
- 9. Lets tie them all together: Moto :– Moto-rola Welcome screen: Hello Moto! © Synapse world 2009
- 10. MotoRazr - MotoKrzr - MotoSlvr - MotoPebl - MotoRokr - © Synapse world 2009
- 11. New Products: MotoSlim MotoMing - Motorola Q - © Synapse world 2009
- 13. Startec good Brand The first Claimshell Phone. Motorola was a problem © Synapse world 2009
- 14. General Motors • Chevrolet • Cadillac • Buick • GMC Although in Europe: Opel/Vauxhall – which is 35% Production © Synapse world 2009
- 15. Integrated Corporate Services Limited A.K.A ICS Limited ICS Brands: •Staff Management☺ •Resourcing ☺ •Fleet management☺ •ICS Training ☻ Where is Talent Management? © Synapse world 2009
- 16. What does ICS Training mean to you? •ICS is a Company Name not a Brand How can Training sell? •Maybe use the Original Brand Name First, then use marketing Why marketing? Marketing is not about markets; marketing is about MINDS. The MIND comes first, market follows where the mind leads. The MIND doesn’t think markets. The mind thinks Categories. © Synapse world 2009
- 17. What is ICS doing? •Divergence? •Convergence? •Staff Management☺ ☺ •Resourcing •Fleet management☺ Diverge Well •ICS Training ☻ © Synapse world 2009
- 18. What is convergence? • coming together: a coming together from different directions, especially a uniting or merging of groups or tendencies that were originally very different. •Staff Management •Resourcing •Fleet Management Converging •Talent Management © Synapse world 2009
- 19. For company’s to grow they must be Brand focus, not Product focus © Synapse world 2009
- 20. Thank you © Synapse world 2009