This document provides branding strategies and recommendations for navigating branding challenges during an economic downtroubled economy. It discusses the importance of simplifying brand architecture, tapping into consumer psychology, and aligning branding messages. Specific strategies recommended include defaulting to a branded house model, leveraging prototype theory to simplify branding, using phonetic symbolism in names, focusing on engaging consumer experiences, and connecting messages to established brand voices and narratives. Case studies are also presented on rebranding efforts by Motorola and aligning messages with the Ronald Reagan brand platform.
This is the presentation that I gave to the Young Planners at Cannes 2014. The data herein is taken from survey distributed through @cheiluk, @yellif and @cr
This is a presentation that I gave to a USF Masters of Business Administration class on Brand Planning for Clients. My hope was to share some thoughts with the future generation of clients on planning, positioning, relevance and new product development.
This is the first session (Sep 4) 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.
This is a fantastic presentation from Marty Neumeier from his book Zag. If you are short of time skip to slides 63 - 68 to see the evolution from marketing to branding. Love it.
This is the presentation that I gave to the Young Planners at Cannes 2014. The data herein is taken from survey distributed through @cheiluk, @yellif and @cr
This is a presentation that I gave to a USF Masters of Business Administration class on Brand Planning for Clients. My hope was to share some thoughts with the future generation of clients on planning, positioning, relevance and new product development.
This is the first session (Sep 4) 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.
This is a fantastic presentation from Marty Neumeier from his book Zag. If you are short of time skip to slides 63 - 68 to see the evolution from marketing to branding. Love it.
60 Minute Brand Strategist: Extended and updated hard cover NOW available.Idris Mootee
This book includes the very latest thinking on branding and brand strategy. It has been published in different many languages and use by top global brands to train their brand managers. New updated hard cover version is not available from Amazon May 2013
Pls view in full screen mode. Published in more than 5 languages.
Jonathan Lee, Managing Director, Brand Strategy, and Ken Allard, Managing Director, Business Strategy at HUGE, gave this presentation at "Ambidexterity 2," the VCU Brandcenter's Executive Education program for account planning on June 24th at the VCU Brandcenter in Richmond, VA.
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.
THE BRAND GAP is the first book to present a unified theory of brand-building. Whereas most books on branding are weighted toward either a strategic or creative approach, this book shows how both ways of thinking can unite to produce a “charismatic brand”—a brand that customers feel is essential to their lives. In an entertaining two-hour read you’ll learn:
• the new definition of brand
• the five essential disciplines of brand-building
• how branding is changing the dynamics of competition
• the three most powerful questions to ask about any brand
• why collaboration is the key to brand-building
• how design determines a customer’s experience
• how to test brand concepts quickly and cheaply
• the importance of managing brands from the inside
The Creative Brief frames the strategy and positioning so your Agency can creatively express the brand promise through communication.
1, Marketing Execution must impact the brand’s consumers in a way that puts your brand in a stronger business position. The Creative Brief is the bridge between the brand strategy and the execution.
2. Through our Brand Positioning workshop, you will have all the homework on the brand needed to set up the transformation into a succinct 1-page Creative Brief that will focus, inspire and challenge a creative team to make great work.
3. The hands-on Creative Brief workshop explores best in class methods for writing the brief’s objective, target market, consumer insights, main message stimulus and the desired consumer response.
4. Brand Leaders walk away from the session with a ready-to-execute Creative Brief.
Steal This Idea: The No-process Process / By Marty NeumeierLiquid Agency
Designers have been touting process for decades. Why? Because clients need reassurance that their investment is safe. By turning creativity into a rational business process, designers have persuaded companies to trust them with mission-critical projects and substantial budgets. Process equals predictability. But what does the rational process really predict? Unfortunately, only sameness. If you want real innovation, you’ll need a much different process.
A presentation on the much confusing area of insight development specifically in relation to the area of marketing communications.
What is an insight, why useful and how can they be created
Lovemarks Presentation - Brand Pioneers April 9 2013Panelteam
Lovemarks
Arjan Kapteijns – CEO Saatchi & Saatchi
Saatchi & Saatchi is the Lovemarks company. Arjan looked closely at the question: What makes some brands inspirational, while others struggle? With inspiring case studies he will explain what Lovemarks are and how they deliver beyond their expectations of great performance.
Effectiveness is at the heart of everything we do. David Ogilvy himself wrote a series of full-page ads in the New York Times in the 1960s with headlines such as "How To Create Advertising That Sells." His most famous book, Ogilvy on Advertising, is packed with guidance on the success factors of effective campaigns.
However, the marketing landscape has changed beyond recognition in the past fifty years. We are delighted to share our latest publication, The Ogilvy & Mather guide to effectiveness. In it, Worldwide Effectiveness Director, Tim Broadbent, deals with one of the most central questions in marketing: how to increase the effectiveness of our campaigns.
As marketing budgets come under increasing pressure in response to economic uncertainty in Europe and elsewhere, effectiveness is rising higher on clients' agendas. The message is timely.
Our Startup Branding Journey - What Makes A Brand Memorable?Customericare
We recently took on one of the biggest challenges so far: Building a solid brand and culture for our startup. We thought it could be fun to share our journey with the world and see what we learn, what we find out and how it can help others take on a journey of their own.
We wrote about the importance of branding here as a first step into the journey: https://customericare.com/startup-branding-and-culture/
In these slides we focus on what makes a brand memorable. And here's the article that goes with the slides about building a memorable customer experience: https://customericare.com/create-memorable-customer-experiences/
Hope you'll like the presentation and don't hesitate to leave your thoughts in the comments!
Some links to read more about building a memorable brand:
- Brand archetypes: http://www.allegorystudios.com/culture-audits/12-brand-archetypes/
- Brand personalities: https://faculty-gsb.stanford.edu/aaker/PDF/Dimensions_of_Brand_Personality.pdf
- Brand design tips: http://www.forbes.com/sites/johnrampton/2014/11/14/12-principles-of-great-brand-design/
- The effect of stories on our brain: https://blog.bufferapp.com/science-of-storytelling-why-telling-a-story-is-the-most-powerful-way-to-activate-our-brains
60 Minute Brand Strategist: Extended and updated hard cover NOW available.Idris Mootee
This book includes the very latest thinking on branding and brand strategy. It has been published in different many languages and use by top global brands to train their brand managers. New updated hard cover version is not available from Amazon May 2013
Pls view in full screen mode. Published in more than 5 languages.
Jonathan Lee, Managing Director, Brand Strategy, and Ken Allard, Managing Director, Business Strategy at HUGE, gave this presentation at "Ambidexterity 2," the VCU Brandcenter's Executive Education program for account planning on June 24th at the VCU Brandcenter in Richmond, VA.
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.
THE BRAND GAP is the first book to present a unified theory of brand-building. Whereas most books on branding are weighted toward either a strategic or creative approach, this book shows how both ways of thinking can unite to produce a “charismatic brand”—a brand that customers feel is essential to their lives. In an entertaining two-hour read you’ll learn:
• the new definition of brand
• the five essential disciplines of brand-building
• how branding is changing the dynamics of competition
• the three most powerful questions to ask about any brand
• why collaboration is the key to brand-building
• how design determines a customer’s experience
• how to test brand concepts quickly and cheaply
• the importance of managing brands from the inside
The Creative Brief frames the strategy and positioning so your Agency can creatively express the brand promise through communication.
1, Marketing Execution must impact the brand’s consumers in a way that puts your brand in a stronger business position. The Creative Brief is the bridge between the brand strategy and the execution.
2. Through our Brand Positioning workshop, you will have all the homework on the brand needed to set up the transformation into a succinct 1-page Creative Brief that will focus, inspire and challenge a creative team to make great work.
3. The hands-on Creative Brief workshop explores best in class methods for writing the brief’s objective, target market, consumer insights, main message stimulus and the desired consumer response.
4. Brand Leaders walk away from the session with a ready-to-execute Creative Brief.
Steal This Idea: The No-process Process / By Marty NeumeierLiquid Agency
Designers have been touting process for decades. Why? Because clients need reassurance that their investment is safe. By turning creativity into a rational business process, designers have persuaded companies to trust them with mission-critical projects and substantial budgets. Process equals predictability. But what does the rational process really predict? Unfortunately, only sameness. If you want real innovation, you’ll need a much different process.
A presentation on the much confusing area of insight development specifically in relation to the area of marketing communications.
What is an insight, why useful and how can they be created
Lovemarks Presentation - Brand Pioneers April 9 2013Panelteam
Lovemarks
Arjan Kapteijns – CEO Saatchi & Saatchi
Saatchi & Saatchi is the Lovemarks company. Arjan looked closely at the question: What makes some brands inspirational, while others struggle? With inspiring case studies he will explain what Lovemarks are and how they deliver beyond their expectations of great performance.
Effectiveness is at the heart of everything we do. David Ogilvy himself wrote a series of full-page ads in the New York Times in the 1960s with headlines such as "How To Create Advertising That Sells." His most famous book, Ogilvy on Advertising, is packed with guidance on the success factors of effective campaigns.
However, the marketing landscape has changed beyond recognition in the past fifty years. We are delighted to share our latest publication, The Ogilvy & Mather guide to effectiveness. In it, Worldwide Effectiveness Director, Tim Broadbent, deals with one of the most central questions in marketing: how to increase the effectiveness of our campaigns.
As marketing budgets come under increasing pressure in response to economic uncertainty in Europe and elsewhere, effectiveness is rising higher on clients' agendas. The message is timely.
Our Startup Branding Journey - What Makes A Brand Memorable?Customericare
We recently took on one of the biggest challenges so far: Building a solid brand and culture for our startup. We thought it could be fun to share our journey with the world and see what we learn, what we find out and how it can help others take on a journey of their own.
We wrote about the importance of branding here as a first step into the journey: https://customericare.com/startup-branding-and-culture/
In these slides we focus on what makes a brand memorable. And here's the article that goes with the slides about building a memorable customer experience: https://customericare.com/create-memorable-customer-experiences/
Hope you'll like the presentation and don't hesitate to leave your thoughts in the comments!
Some links to read more about building a memorable brand:
- Brand archetypes: http://www.allegorystudios.com/culture-audits/12-brand-archetypes/
- Brand personalities: https://faculty-gsb.stanford.edu/aaker/PDF/Dimensions_of_Brand_Personality.pdf
- Brand design tips: http://www.forbes.com/sites/johnrampton/2014/11/14/12-principles-of-great-brand-design/
- The effect of stories on our brain: https://blog.bufferapp.com/science-of-storytelling-why-telling-a-story-is-the-most-powerful-way-to-activate-our-brains
In the real world, you don’t have infinite resources; you don’t have a perfect product; and you don’t sell to a growing market without competition. You’re also not omnipotent, so you cannot enforce what people think your brand represents. Under these assumptions, most companies need all the help they can get with branding. Guy Kawasaki presents eight salient tips in The Art of Branding that will give your brand the attention it deserves.
Read the full article on LinkedIn: http://linkd.in/1iWCXgB
Create your own SlideShare presentations in Canva: https://www.canva.com/
Bootstrap Business Seminar 5: Creating an Awesome BrandCityStarters
The 5th Seminar in our Bootstrap Business Seminar series looks at how to create an awesome brand with Creative Director at Branding Agency One Ltd, Ben Mumby-Croft.
You can’t just “add-on” a digital dimension to a brand. We are going to look at revisiting the old rules of branding to explore how brands can be digital (from the inside).
Branding is Dead: Long Live Brand ExperienceGraham Brown
What is brand in 2015? Brand is no longer what the ad agency says about your product or service but what customers say, share and experience about your company.
That means how your retail staff interact with customers or how your marketing team creates conversations at your events is more important than what's said in an advertising campaign.
This is the reality of the sharing economy in 2015. Experience is only real when shared and if customers aren't sharing your brand, you might as well be invisible.
Click here to find out more about Brand Experience and why the era of Branding is dead...
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.
Intro to Branding & Brand management - ElkottabMuhammad Omar
it's my material for the training workshop of "Intro to Branding & Brand Management" that has been held among other 7 workshops of #elkottab training event organized by E3langi.com in November 2014
So, this might look like a presentation I gave a few weeks ago, and while SOME content is the same, it's a completely different deck. This is a far better presentation that speaks to where I and a lot of folks thing the advertising industry is headed. We have to stop looking for the next silver bullet in the industry and remember that strategy is always better than tactics.
Pela terceira vez no Brasil, a professora, e Fellow do Schumacher College, Patricia Shaw estará conosco em outubro para um curso de 2 dias. Envolvida há 24 anos com o College na Inglaterra e conselheira da Escola Schumacher Brasil, há 30 anos leva á prática os insights da Complexidade em diversos contextos e setores.
Communication Is an Important Skill for Finance ManagersDiane Kaern
Diane Kaern is a former sales analytics and reporting manager for Palo Alto, California-based Hewlett-Packard. Prior to joining Hewlett-Packard, Diane Kaern held multiple positions within different divisions of Siemiens AG, culminating in a role as finance manager for Siemens Medical Systems’ ultrasound division.
Branding essentials: Understanding, building and developing powerful brandsBrainventures
Concepts, thoughts and thesis about branding offered at International Marketing Master of EAE Business of Barcelona. The session intends to define essentials and key ideas about branding
How UX Strategy can bridge the gap between brand promise and customer reality, presented by Tim Loo, Strategy Director and Partner at Foolproof, Europe's leading experience design company.
The webinar presentation was first broadcast 13 December 2011.
This presentation explores how brands can improve their proposition and become more relevant through embedding user experience (UX) and innovation within their vision and culture.
Fallon Brainfood: 15 #Winning Ideas for young hopefuls seeking to enter adver...Aki Spicer
Fallon's Rocky Novak (@rockynovak) Director of Digital Development, and Aki Spicer (@akispicer), Director of Digital Strategy present 15 Things You Should Know (but aren’t likely hearing) About Starting Your Career in Advertising. Advice at the intersection of Inspiration and "Scared Straight."
@University of Minnesota Ad Club, November 2011
Addressing Top CEO Priorities through Social Media Marketing and MetricsJacques Pavlenyi
Presented at the August 21 2012 Business Marketing Association's Southern California Chapter meeting. The world is changing - becoming more social, even in traditionally conservative B2B. B2B marketing is maturing, with social leading to more measurable successes. But taking b2b social media marketing to the next level is easier than you might think. This presentation hopes to help you:
-- Understand how to better align social media marketing with key strategic initiatives
-- Learn how to focus on the social metrics that matter
-- See applicable examples of real b2b social media marketing benefits
These views are my own and do not represent those of my employer.
The story of seven unique journeys companies have taken to rediscover the human connection in business --- as seen through the eyes of seven companies, their employees and customers
Developing the Guinness Online Community | Richard Fraser, Proximity Asia | i...iStrategy
Developing the Guinness Online Community. From Social Media to CRM.
Presented by Richard Fraser, Regional MD for Proximity Asia during iStrategy Singapore 2010.
India Orthopedic Devices Market: Unlocking Growth Secrets, Trends and Develop...Kumar Satyam
According to TechSci Research report, “India Orthopedic Devices Market -Industry Size, Share, Trends, Competition Forecast & Opportunities, 2030”, the India Orthopedic Devices Market stood at USD 1,280.54 Million in 2024 and is anticipated to grow with a CAGR of 7.84% in the forecast period, 2026-2030F. The India Orthopedic Devices Market is being driven by several factors. The most prominent ones include an increase in the elderly population, who are more prone to orthopedic conditions such as osteoporosis and arthritis. Moreover, the rise in sports injuries and road accidents are also contributing to the demand for orthopedic devices. Advances in technology and the introduction of innovative implants and prosthetics have further propelled the market growth. Additionally, government initiatives aimed at improving healthcare infrastructure and the increasing prevalence of lifestyle diseases have led to an upward trend in orthopedic surgeries, thereby fueling the market demand for these devices.
Improving profitability for small businessBen Wann
In this comprehensive presentation, we will explore strategies and practical tips for enhancing profitability in small businesses. Tailored to meet the unique challenges faced by small enterprises, this session covers various aspects that directly impact the bottom line. Attendees will learn how to optimize operational efficiency, manage expenses, and increase revenue through innovative marketing and customer engagement techniques.
What is the TDS Return Filing Due Date for FY 2024-25.pdfseoforlegalpillers
It is crucial for the taxpayers to understand about the TDS Return Filing Due Date, so that they can fulfill your TDS obligations efficiently. Taxpayers can avoid penalties by sticking to the deadlines and by accurate filing of TDS. Timely filing of TDS will make sure about the availability of tax credits. You can also seek the professional guidance of experts like Legal Pillers for timely filing of the TDS Return.
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Business Valuation Principles for EntrepreneursBen Wann
This insightful presentation is designed to equip entrepreneurs with the essential knowledge and tools needed to accurately value their businesses. Understanding business valuation is crucial for making informed decisions, whether you're seeking investment, planning to sell, or simply want to gauge your company's worth.
RMD24 | Debunking the non-endemic revenue myth Marvin Vacquier Droop | First ...BBPMedia1
Marvin neemt je in deze presentatie mee in de voordelen van non-endemic advertising op retail media netwerken. Hij brengt ook de uitdagingen in beeld die de markt op dit moment heeft op het gebied van retail media voor niet-leveranciers.
Retail media wordt gezien als het nieuwe advertising-medium en ook mediabureaus richten massaal retail media-afdelingen op. Merken die niet in de betreffende winkel liggen staan ook nog niet in de rij om op de retail media netwerken te adverteren. Marvin belicht de uitdagingen die er zijn om echt aansluiting te vinden op die markt van non-endemic advertising.
Attending a job Interview for B1 and B2 Englsih learnersErika906060
It is a sample of an interview for a business english class for pre-intermediate and intermediate english students with emphasis on the speking ability.
Cracking the Workplace Discipline Code Main.pptxWorkforce Group
Cultivating and maintaining discipline within teams is a critical differentiator for successful organisations.
Forward-thinking leaders and business managers understand the impact that discipline has on organisational success. A disciplined workforce operates with clarity, focus, and a shared understanding of expectations, ultimately driving better results, optimising productivity, and facilitating seamless collaboration.
Although discipline is not a one-size-fits-all approach, it can help create a work environment that encourages personal growth and accountability rather than solely relying on punitive measures.
In this deck, you will learn the significance of workplace discipline for organisational success. You’ll also learn
• Four (4) workplace discipline methods you should consider
• The best and most practical approach to implementing workplace discipline.
• Three (3) key tips to maintain a disciplined workplace.
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Falcon stands out as a top-tier P2P Invoice Discounting platform in India, bridging esteemed blue-chip companies and eager investors. Our goal is to transform the investment landscape in India by establishing a comprehensive destination for borrowers and investors with diverse profiles and needs, all while minimizing risk. What sets Falcon apart is the elimination of intermediaries such as commercial banks and depository institutions, allowing investors to enjoy higher yields.
1. Branding in a Troubled Economy
presented to:
Texas Public Relations Association
February 28, 2009
2. “The most negative brand in America.”
+ Representative George Miller
(D) California
3.
4. Guilt by association
“ Part of the problem is that the law, which comes up
for reauthorization every five years, became closely
associated with President George W. Bush, and as his
popularity slid, the law, and its name, came under
attack and ridicule.”
6. Candidates
+ Mental Asset Recovery Program (MARP)
+ Resourcing Educational and Development Outcomes (REDO)
+ All American Children Are Above Average (AACAAA)
+ Not Even We Think This Will Work Act
+ Act to Help Children Read Gooder
7. the morals of the story
+ branding can’t cure everything
+ branding has become part of our social currency
+ branding is not as simple as it looks
20. Putting the platform to work
Simplify Amplify
Experience
Web
Communications
Identity system Culture
Interactive Transactions
Print Environment
Identity elements Products
Advertising
Logo(s) Point-of-purchase
Product
Strategies Imagery Vehicles
Naming
Color Retail
Brand
Typography Signage
architecture
BRAND Graphic motif Uniforms
PLATFORM Messaging Format Environments
Simplification Sound Identity
Technology
management
+Amplifire™
+Namequest™
21.
22. Deconstructing the Apple brand
cause tools for the creative mind
reason for action
promise technology that is artful, elegant
and radically easy to use
declaration of intent
23. The compelling truth
an advanced technology company
that produces artful, elegant,
radically easy to use products
24. Brand as storyteller
+ Brands are becoming more than differentiating marks and
corporate missions. Some tell stories that are deeply
connected to the ego and personal community.
25. narrative identity stored In
consumer subconscious
beats
story beat exposed to consumers consumer matches beat to the
narrative stored in identity centers
of the subconscious brain
Narrative priming
+ The source narrative already exists in the consumer’s head
+ Brand touchpoints prime the brain to recall the story
+ Through repeated experiences, the brand is linked to the narrative in long
term memory and validates the world view
26. Brand as narrative device
narrative
theme characters plot aesthetics
cause stakeholders products touchpoints
+ visual system
+ voice
promise
29. Branding in a down economy
+ Should we spend at all?
+ Should we shift our brand
spending plans?
+ Which brand investments will
generate the most ROI?
34. the nervous consumer
+ US Consumer confidence
indexed at 25
+ Many consumers link self
concept to objects and
brands
+ TMT research reveals that in
times of adversity, favored
brands provide comfort
+ Your brand asset may be
more comforting to the
consumer than a discount
Source: The Safety of Objects: Materialism,
Existential Insecurity, and Brand Connection,
Journal of Consumer Research, 2009
35. Brands and identity formation
a brief history of identity formation in the u.s.a.
early americans modern era
identity linked to old- identity linked to consumption
world customs and and feedback from
generational norms environment and “others”
tradition inner other
transcendentalists
identity linked to lessons learned
in childhood and readings from
the “inner compass”
39. A shift from brand to discount
might discount your future
“Making attribute information salient to consumers may switch the locus of equity
from brands to attributes. Any equity that the attribute draws from the brand
reduces brand equity.”
Consumer brand perceptions are “sticky” and tend to be influenced by
the most recent brand exposure, which frames the next.
Locus of Equity
A Discount
The Brand Attribute
44. “ We wanted to give the Mustang pony a more
realistic feel. We lifted the head to make the
pony more proud, tipped the neck into the
wind to give it a feeling of greater speed and
better balance.”
+ Douglas Gaffika
Chief Designer,
2010 Mustang
48. Brand architecture models
Branded House House of Brands Hybrid
Associated products Situational/Combination
Master brand
49. Our house
Pros:
Branded House Offers clear, logical paths to new brands and extensions
Value of master brand preserved and transfered easily
Master brand
Cons:
Dependent upon the health of the master brand
Sometimes makes it harder to micro-segment
50. One house, many brands
Pros:
House of Brands Insulates and “protects” individual brands
Communicates breadth
Associated products
Allows for competing brands within the same category
Cons:
Expensive to promote and maintain
51. Something in-between
Hybrid
Pros:
Hybrid Flexible–provides option to use master brand, or not
Allows for segmentation through endorsement
Situational/Combination
Cons:
Difficult to manage
Rife with “slippery slopes”
53. CASE STUDY
“MOTOization” created complexity for Motorola
Extending to business platforms
Proliferation of names
And consumer products
54. CASE STUDY
Motorola’s new brand architecture
Masterbrand
Welcome to the brand
HELLO MOTO
Experience of the brand
MOTOME
Strategic sub-brands
MOTO + 1 to 4 easy-to-pronounce
characters or short word
Products, services, technologies
Trademark names
Motorola + Suggestive name
Descriptive names
Motorola + Generic name or Alphanumerics
55. CASE STUDY
Architecture decision tree
Create a version Extend an existing Create a descriptive name Create a trademark name Create a strategic
name sub-brand
Innovation Unique value The Motorola Naming Game Powerful Substantial
proposition brand resources changing marketing revenue
Is this a new Is the offer so Is Motorola + Is there time, Is this a game Will there be Will the offer
product, and unique that it descriptor budget and changing offer, significant generate
not a cannot live under insufficient? resources to create, upon which the marketing significant
manage, market and success of support over the revenue?
modification of the umbrella of
an existing an existing name? extend a trademark Motorola long-term?
product? name? depends?
56. Brand architecture drivers
+ Does your portfolio reflect and reinforce your brand and business strategy?
Alignment + Is there a clear relationship between your brands?
The optimization of individual
brands with the corporate strategy + Do your brands invite the customer relationships you want?
+ Are your branding practices cost-efficient?
+ How well do customers understand what you sell?
Loyalty + How loyal are customers to your brands?
How the marketplace feels about
the current brands and how they + What are the risks and rewards of change?
are likely to react to change
+ Can you learn from competitors or peers?
+ Are you getting your money’s worth from current brand investments?
Financial + Can you afford to move to an ideal scenario?
How much change will cost and
what return should be expected + What return should you expect from different models?
+ Will brand change create unacceptable cultural disharmony?
Obstacles + Do legal or regulatory obstacles stand in the way of change?
The human and operational
barriers to change + Are your current operations and technology able to accommodate brand integration?
62. “...back vowels such as the [u] sound in dull or ugh are very often
found in words expressing disgust or dislike (e.g., blunder, bung,
bungle, clumsy, muck), and words beginning with sl also tend to
have a negative connotation (slouch, slut, slime, sloven). Words
beginning with fl often express movement (flutter, flap, flicker).
Across languages and cultures, similarities have also been noted.”
+ Phonetic Symbolism and Brand
Name Preference
Journal of Consumer Research, 2007
63.
64. 0100011001100011111100101101110011010001
+ Apples are delicious 1001011010000001001101001100111110000001
1000011010011111010100001101110000110101
0011011000100100100111100101001100100010
+ Apples are good for you 0010001000100000010110101101101101000001
0011010101101100110100110011110010111111
0010000101000100101010000100010010000001
+ Apples are natural 0011011111110100101010010010110000001000
0101111001100010001000001001101001011000
1000000111001100110110111011011111000100
1101001110001100010011101011111010111010
0010110011111101101110101010111011001010
1001001000000010110011011000011111101011
1101011101010001001101000011100011010011
0101100110100111001000011001110001110000
0100011001010001110111110101000011101110
0101101101001001100001111110111011000011
1111110000010010010100011101100000011001
0001110111001000100111110100100011101010
1000011111010101111100001000101101000110
0100101101100111111110100100110110110010
1111001110100000100011000001110010010101
0011100111110001101101100101100110000110
0110111010101000111100100011000100011000
0000110100111111100011111100011011000101
65. The Power of Experience
+ Engaging
“The engaging aspects of product experience can lead to illusions + “Learning from experience is
of control ... improved consumer memory when information more seductive than learning
learned through experience was organized around a goal.” from education.”
Stephen J. Hoch
+ Non-Partisan
“Consumers are skeptical of advertising claims, especially those
that can only be verified through experience ... product experience
is credible because it is basic, with no obvious staging by a self-
interested outside party.”
+ Pseudodiagnostic
“Experience is selective, and since it does not come along with a
control group, interpretation is required ... people learn brand
associations that later block the learning of new attribute
associations.”
+ Endogenous (affected by changes in tastes)
“Beggen (1992) found that people evaluated a brand more
favorably merely because they owned it ... Consumers engage in
creative, motivated reasoning when faced with justifying a choice.”
67. Connecting messages to brand
Characteristics of Good
Messages Brand Messages
+ Reasonably consistent
Voice
over time
+ Connected to a distinctive
Promise
manner, tone and style
+ Sometimes subtextual
+ Tailored to audiences
while retaining a familiar
character
69. CASE STUDY
Framework deconstructed
The voice attributes derive from the brand platform.
They guide the tone and manner of verbal
Voice attributes communications.
Clever | Determined | Dignified | Optimistic
Tonal characteristics of Reagan
Library verbal identity signature
The messages are high level assertions to be communicated at targeted
audience segments. These messages rest at the corporate / brand level,
and are intended to remain in tact for several consecutive years.
Messages
Visit one of Southern California’s “must see” destinations.
Illustrative message targeted at
tourists
The narrative architecture provides a few storytelling constructs
that can be used to compose and edit copy so that it naturally
Narrative connects with the Reagan Library voice attributes and conveys a
architecture sense of the brand promise.
Anecdotal Bookends Like the oratorial style of Reagan himself, this construct
delivers a message within the context of a personal anecdote about real life
experience. It often works well when used with lighter, more optimistic subjects.
Architectural construct for framing a a
message with voice attributes
70. CASE STUDY
Reagan Library copy illustration
Voice influence – the language choices
conjure a determined, optimistic and
dignified tone – implies “you can act and
change anything”
After
Before
He stood at the podium on the terrace of the West Front of the U.S.
Capitol, a break with tradition that provided a sweeping view of the
Artifacts from President Reagan’s childhood
great mall which now teemed with thousands of spectators. It was
and professional career provide physical
unusually warm that January afternoon, as a nation gathered in to
evidence of his extraordinary life. Step through
listen to the vision of its 40th president.
a model of the Dixon Arch in Illinois to
experience Reagan’s youth, while his Eureka
“We must act today in order to preserve tomorrow,” he told them.
College letter sweater recalls his student years.
“And let there be no misunderstanding–we are going to begin to act,
A recreated studio booth highlights his early
beginning today.”
radio broadcasting career, which led to an
acting contract with Warner Bros. Film clips.
In a leadership career that spanned more than five decades, Ronald
Original costumes and movie posters trace his
Reagan inspired Americans to act and achieve more than they
days in the movies, the Screen Actors Guild,
imagined. His legacy thrives at The Reagan Library, one of Southern
and on television, as host of GE Theater and
California’s most beautiful destinations where an ongoing stream of
Death Valley Days. Glimpse into Ronald and
interactive events and exhibits rediscovers Reagan’s values, actions
Nancy Reagan’s devoted marriage, a love story
and spirit of determination. Experience the studio days that shaped
straight out of a Hollywood script. Learn about
his future role as the “great communicator.” Glimpse at fragments of
Reagan’s growing involvement in politics.
the Berlin Wall, torn down from his bold leadership against the cold
Witness his presidency, from reviving the
war. Step aboard Air Force One to learn how Reagan changed the
economy, reducing the size of the federal
face of global diplomacy.
government, and ending the threat of nuclear
war. See a piece of the Berlin Wall, immerse
But The Library is more than a record of the past. It celebrates and
yourself in Camp David and Rancho del Cielo.
Use of
continues the mission of one of America’s most vibrant visionaries,
And, in 2005, walk through the Air Force One anecdotal
echoing the hopeful sentiment he shared that January day on the
that President Reagan used throughout his bookends to
threshold of his presidency, when he recalled the words of a soldier
eight years in office. frame the
on the western front: message of the
copy
“I will work, I will save, I will sacrifice, I will endure, I will fight
cheerfully and do my utmost, as if the issue of the whole struggled
depended upon me alone.”
Embedded message – visit a “must see” destination
71. CASE STUDY
Extending messaging
Empower
Organizations need to have the
structures and tools in place to
Inform
empower employees to deliver
brand-centered results, so that
Employees know what the
the promises being made by the
brand promise is and why it
brand are kept by every is right for the organization.
employee.
Inspire
Employees must be inspired to believe in the brand and
the role they have to play to support it. Inspiration
results from creating compelling and emotional
dramatizations of the brand.
72. Three guidelines for branding in bad times
+ Simplify your architecture
+ Tap brain power
+ Align your messaging
78. What we do
Research Visual Identity Design
Brand Strategy Environmental Branding
Brand Architecture Digital Strategy + Design
Naming Experience Simplification
Content Development Brand Alignment
78
80. Gratuitous plug...
+ Explores how the best brands tell
their stories through unconventional
media
+ Describes a unique cycle that
transforms ordinary brands into
cultural phenomena
+ Explains how brands play a role in
identity development and cultural
norms