Brand mantra
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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.
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A brand mantra is a short, 3-5 word phrase that captures the essential spirit of a brand's positioning. It provides guidance to ensure all employees and partners understand what the brand represents to consumers. Classic brand mantras include "Authentic Athletic Performance" for Nike and "Food, Folk, and Fun" for McDonald's. An effective mantra communicates the brand's category, clarifies what makes it unique, and inspires employees and consumers.
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Brand positioning part 3
1. A brand mantra is a short 3-5 word phrase that captures the essence of a brand's positioning.
2. Brand mantras should communicate, simplify, and inspire by articulating the heart and soul of the brand.
3. Examples of effective brand mantras include Rolex's "Ultimate - Driving - Machine" and Apple's "Smart – Technologic – Listen to Music".
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Tags: Information Security, ISO/IEC 27001, ISO/IEC 42001, Artificial Intelligence, GDPR
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Brand mantra
- 2. Brand Mantra • Brand Mantra is a quick, simple and memorable statement describing who company are and what they have to offer • It reflects the “heart and soul” of the brand • It is short three to five word phrases, capture the spirit of the brand positioning • Provide guidance about: i. What product to introduce under the brand ii. What ad campaigns to run iii. Where and how the brand should be sold
- 3. Examples Company Name Brand Mantra Tagline Nike Authentic- Athletic- Performance Just do it Coca-Cola Sharing- Happiness- Tasty Thanda matlb coca cola BMW Ultimate- Driving- Machine The ultimate driving machine Apple Smart- Technology- Listen to Music Think Different
- 4. Steps Involved in Creating a Brand Mantra
- 5. STEPS FOR CREATING A BRAND MANTRA Determine your brand’s target audience Establish a brand mission statement Outline the key qualities & benefits your brand offers Create a brand logo & tagline Form your brand voice Build a brand message and elevator pitch Let your brand personality shine
- 6. EXAMPLES
- 7. Designing a brand mantra Emotional Modifier Nature of product or service or type of experience or benefits How does the brand provide benefits and in what ways? Nature of the benefits and experience of the brand
- 8. BRANDS EMOTIONAL MODIFIER DESCRIPTIVE MODIFIER BRAND FUNCTION Authentic Athletic Performance Fun Family Entertainment Fun Sweet Delicious Family Friends Couples Food/ Desserts Dynamic Sportive Performance
- 10. Criteria for effective brand mantras Communicate • Define the categories to set boundaries and Point of differences • e.g. – Thanda Matlab Coca Cola Simplify • Short , Crisp and Vivid • Must convey the Brand Positioning • e.g. - Kit Kat – Take a Break Inspire • Tap into Higher level meaning with Employees as well as Customers • e.g. - Apple