Rethinking mobile for brands- Planningness 2010Avin Narasimhan
Ā
Presentation I gave along with @chroma at Planningness 2010 in Denver.
Mobile is the latest in a constant stream of buzzwords swirling around the marketing world these days. "How do we extend our idea into mobile" is a phrase we've all heard all too often. While some brands have found success, by and large, most struggle to develop interesting mobile experiences for people. This session explored some of the reasons why that may be, and some ways we can start to rethink the challenge.
Rethinking mobile for brands- Planningness 2010Avin Narasimhan
Ā
Presentation I gave along with @chroma at Planningness 2010 in Denver.
Mobile is the latest in a constant stream of buzzwords swirling around the marketing world these days. "How do we extend our idea into mobile" is a phrase we've all heard all too often. While some brands have found success, by and large, most struggle to develop interesting mobile experiences for people. This session explored some of the reasons why that may be, and some ways we can start to rethink the challenge.
"Screw Brand Equity - Connected Brands Rule" as presented by Adam Lavelle, Chief Strategy Officer, iCrossing, at SXSW on March 16, 2010 in Austin, Texas.
Digital Life - Understanding the opportunity for growth onlineTNS
Ā
Our goal is to make this complex environment simpler to navigate, cutting through the clutter to develop precise strategies, channels and content that inform your marketing plans, and make digital a key part of your growth strategy.
This report contains just a small snapshot of our findings, but please do get in touch with us to understand more about the opportunity that digital presents in your market or category.
http://www.tnsdigitallife.com
TNS Digital Life 2011- Worldwide study on online consumer behaviourKantar TNS
Ā
Digital Life identifies opportunities to grow your business, through a precise understanding of human attitudes and behaviours online.
Based on in-depth conversations with 72,000
in 60 countries, representing 93% of the
global internet population.
Addressing the key questions that inform strategic marketing investment
Can sustainability thinking help you be a better marketerGiven London
Ā
Marketing is a sector that is facing huge disruption and change. In the new marketing environment many, if not most of the old approaches do not work. Sustainability thinking offers many solutions to help marketers be successful in this new landscape. This presentation explains how brands can become better marketers through sustainability, and references many examples where it is already happening. It also explains how corporate structures need to transform in order to take advantage.
Developing Digital Marketing Expertise for Marketing ProcurementJason Heller
Ā
Presented at Procurecon for Digital and Marketing Services, Nov 12, 2012. Designed to help marketing procurement professionals understand the basics of digital marketing, social media marketing and mobile marketing.
The following report contains statements that are forwardlooking, including expectations and predictions regarding future industry trends and developments. Actual results may differ materially from our expectations or projections. This report also contains opinions, estimates, and forwardlooking statements by industry leaders.
"Novo cenĆ”rio da comunicaĆ§Ć£o global" / Marketing Inflection Point
8 principles for success:
1) We canĀ“t generalise any more ..need to plan segmented
2)Tipping Points: Customer expectations being disrupted
3)Need to contextualise change for our prospect
4)Be organised: Conscious competence
5)You & Me: New roles & New competition
6)We need to build value added services to have a differential
7)We all need to be curious and proactive
8) New specialist career opportunities
A comprehensive report on emerging technologies and best practices for brands. CMOs and brand leaders will find creative digital strategies to drive growth in the year ahead.
Technologies and platforms include mobile and location-based marketing, owned-media channels, online coupons, interactive TV, apps, virtual goods, gaming, augmented reality, social analytics and measurement.
Best practices and market insights include the foundations of digital success, defined brand behaviors within social channels, creativity in the era of co-creation, brand storytelling, crowdsourcing, retail convergence, consumer narcissism, privacy regulations, social coding of sophisticated teens and behavioral marketing.
Read exclusive interviews with some of the tech communityās most-watched start-ups: Figment, PlacePunch, GetGlue, Crimson Hexagon and BlueCava.
"Novo cenĆ”rio da comunicaĆ§Ć£o global" / Marketing Inflection Point
8 principles for success:
1) We canĀ“t generalise any more ..need to plan segmented
2)Tipping Points: Customer expectations being disrupted
3)Need to contextualise change for our prospect
4)Be organised: Conscious competence
5)You & Me: New roles & New competition
6)We need to build value added services to have a differential
7)We all need to be curious and proactive
8) New specialist career opportunities
Before The Moment of Intent: Utilizing Content to Shape The Buyer's Journeyjohn harris
Ā
Marketers often focus on the moment of intentāthat time period when the consumer is ready to move forward and take action. Maybe itās a phone call, maybe itās an in-store visit or maybe just a specific search query. But the consumerās journey does not start at the moment of intent. It begins many steps back with needs, desires and interest. To reach these consumers at their pre-intent phases, brands need to develop a content marketing strategy that accounts for the consumerās mindset while in the interest and discovery phases, where content focus is less confined.
WWF/Earth Hour@PIDF (Pacific Islands Development Forum), Fiji, September 2015Sudhanshu Sarronwala
Ā
Presentation delivered on behalf of WWF/Earth Hour at PIDF (Pacific Island Development Forum), Fiji, September 2015 on Climate Resilience with a focus on mobilization (speaking notes included).
"Screw Brand Equity - Connected Brands Rule" as presented by Adam Lavelle, Chief Strategy Officer, iCrossing, at SXSW on March 16, 2010 in Austin, Texas.
Digital Life - Understanding the opportunity for growth onlineTNS
Ā
Our goal is to make this complex environment simpler to navigate, cutting through the clutter to develop precise strategies, channels and content that inform your marketing plans, and make digital a key part of your growth strategy.
This report contains just a small snapshot of our findings, but please do get in touch with us to understand more about the opportunity that digital presents in your market or category.
http://www.tnsdigitallife.com
TNS Digital Life 2011- Worldwide study on online consumer behaviourKantar TNS
Ā
Digital Life identifies opportunities to grow your business, through a precise understanding of human attitudes and behaviours online.
Based on in-depth conversations with 72,000
in 60 countries, representing 93% of the
global internet population.
Addressing the key questions that inform strategic marketing investment
Can sustainability thinking help you be a better marketerGiven London
Ā
Marketing is a sector that is facing huge disruption and change. In the new marketing environment many, if not most of the old approaches do not work. Sustainability thinking offers many solutions to help marketers be successful in this new landscape. This presentation explains how brands can become better marketers through sustainability, and references many examples where it is already happening. It also explains how corporate structures need to transform in order to take advantage.
Developing Digital Marketing Expertise for Marketing ProcurementJason Heller
Ā
Presented at Procurecon for Digital and Marketing Services, Nov 12, 2012. Designed to help marketing procurement professionals understand the basics of digital marketing, social media marketing and mobile marketing.
The following report contains statements that are forwardlooking, including expectations and predictions regarding future industry trends and developments. Actual results may differ materially from our expectations or projections. This report also contains opinions, estimates, and forwardlooking statements by industry leaders.
"Novo cenĆ”rio da comunicaĆ§Ć£o global" / Marketing Inflection Point
8 principles for success:
1) We canĀ“t generalise any more ..need to plan segmented
2)Tipping Points: Customer expectations being disrupted
3)Need to contextualise change for our prospect
4)Be organised: Conscious competence
5)You & Me: New roles & New competition
6)We need to build value added services to have a differential
7)We all need to be curious and proactive
8) New specialist career opportunities
A comprehensive report on emerging technologies and best practices for brands. CMOs and brand leaders will find creative digital strategies to drive growth in the year ahead.
Technologies and platforms include mobile and location-based marketing, owned-media channels, online coupons, interactive TV, apps, virtual goods, gaming, augmented reality, social analytics and measurement.
Best practices and market insights include the foundations of digital success, defined brand behaviors within social channels, creativity in the era of co-creation, brand storytelling, crowdsourcing, retail convergence, consumer narcissism, privacy regulations, social coding of sophisticated teens and behavioral marketing.
Read exclusive interviews with some of the tech communityās most-watched start-ups: Figment, PlacePunch, GetGlue, Crimson Hexagon and BlueCava.
"Novo cenĆ”rio da comunicaĆ§Ć£o global" / Marketing Inflection Point
8 principles for success:
1) We canĀ“t generalise any more ..need to plan segmented
2)Tipping Points: Customer expectations being disrupted
3)Need to contextualise change for our prospect
4)Be organised: Conscious competence
5)You & Me: New roles & New competition
6)We need to build value added services to have a differential
7)We all need to be curious and proactive
8) New specialist career opportunities
Before The Moment of Intent: Utilizing Content to Shape The Buyer's Journeyjohn harris
Ā
Marketers often focus on the moment of intentāthat time period when the consumer is ready to move forward and take action. Maybe itās a phone call, maybe itās an in-store visit or maybe just a specific search query. But the consumerās journey does not start at the moment of intent. It begins many steps back with needs, desires and interest. To reach these consumers at their pre-intent phases, brands need to develop a content marketing strategy that accounts for the consumerās mindset while in the interest and discovery phases, where content focus is less confined.
WWF/Earth Hour@PIDF (Pacific Islands Development Forum), Fiji, September 2015Sudhanshu Sarronwala
Ā
Presentation delivered on behalf of WWF/Earth Hour at PIDF (Pacific Island Development Forum), Fiji, September 2015 on Climate Resilience with a focus on mobilization (speaking notes included).
LinkedIn & Content Marketing | Practical Strategies from OneupwebOneupweb
Ā
LinkedIn is a powerful tool for many reasons. While most people understand its usefulness for social and professional networking, LinkedIn can be molded into a powerful content marketing platform. Keep in mind the following tips:
ā¢ Make sure your content is optimized for mobile users
ā¢ Promote only your best content, and use images and videos liberally
ā¢ Be real. Take off your sales hat for LinkedIn, and focus instead on your high-quality content
Rememberāmake LinkedIn work for you (as more than just a social networking site) by integrating it into your larger content marketing strategy, and your business will thank you for it. Discover our capabilities at http://www.oneupweb.com/capabilities/.
5 Tips to Reduce Shopping Cart AbandonmentOneupweb
Ā
Is the checkout on your e-commerce website optimized to reduce abandonment? Check out these 5 simple tips to making the most out of your shopping cart.
8 Unspoken Truths of the Female Business OwnerOneupweb
Ā
In a recent blog post titled, Respect, Sacrifice & Cynicism: 8 Truths About Being A Female Business Owner, Oneupwebās Founder & CEO, Lisa Wehr spoke candidly about lessons sheās learned as a female CEO in a competitive, male dominated industry. Read more and sign up for her straight-shooting advice on the Oneupweb blog. Read 8 Truths About Being A Female Business Owner here: http://www.oneupweb.com/blog/respect-to-sacrifice-female-business-owner/
Google Penalties: Beware of These Shady SEO TacticsOneupweb
Ā
In the Natural Search Arena, Google is the commissioner and the head referee. If you donāt play nice, Google will throw a flag.
In many cases, sites receive a Google Penalty for shady SEO practices that may have been performed years ago. Thatās why weāve created this guide to help you:
1.) Identify spam when you see it
2.) Clean it up
3.) Get out of Googleās penalty box (if youāre ever thrown in)
Visit our blog for more useful tips on Google Penalties and the SEO tactics that can get you in trouble: http://www.oneupweb.com/blog/google-penalties-beware-of-these-shady-seo-tactics/
Each website you or your agency designs should improve navigation, search-friendliness, conversion path, etc. Beyond that, the higher education website, in particular, must meet certain additional requirements, given its audience and function. Oneupweb offers some suggestions for meeting the needs of both your institution and the students, parents, and other stakeholders who are interested in it.
Branding is essential. Know who you are, and use your logo, design assets (such as photography), and content messaging to convey that identity on every page. In addition, design your higher education website to showcase your unique value propositions.
User experience is crucial, too. Conduct regular audits to identify site problems, and optimize your pages knowing that the majority of readers will not read every bit of text. Make completing an application (a conversion) as simple and painless as possible. Follow these steps, and marketing your school will become a smoother and more effective process. Discover our design capabilities at http://www.oneupweb.com/capabilities/web-design-development/.
Every day, people search for things nearby by conducting local searches. These are
searches aimed at finding things near where they happen to be. This may include finding
directions to a local store/business, checking local store hours, or searching for local stores that have a product in stock.
Trust Me, I Cuss: Swearing & Its Place in Business Leadership | OneupwebOneupweb
Ā
Do you swear? Then you may have an edge in your professional circle. Lisa Wehr, the CEO of digital marketing agency Oneupweb, swears by swearing. Why? She knows a few things.
Using selective and well-timed profanity can indicate that you belong in a group. It shows people that you're honest and comfortable in your own skin. And demonstrating these two qualities is an easy way to gain trustāsomething business leaders are naturally gifted at. So stop skirting the subject, and start cussing. You may find yourself primed for success in business (and life).
Learn more about Oneupweb's trustworthy leader at http://www.oneupweb.com/about-us/our-leaders/#lisa-wehr.
Branding essentials: Understanding, building and developing powerful brandsBrainventures
Ā
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
Ā
Fallon's Rocky Novak (@rockynovak) Director of Digital Development, and Aki Spicer (@akispicer), Director of Digital Strategy present 15 Things You Should Know (but arenāt 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
Ā
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
Ā
Developing the Guinness Online Community. From Social Media to CRM.
Presented by Richard Fraser, Regional MD for Proximity Asia during iStrategy Singapore 2010.
Affordable Stationery Printing Services in Jaipur | Navpack n PrintNavpack & Print
Ā
Looking for professional printing services in Jaipur? Navpack n Print offers high-quality and affordable stationery printing for all your business needs. Stand out with custom stationery designs and fast turnaround times. Contact us today for a quote!
Buy Verified PayPal Account | Buy Google 5 Star Reviewsusawebmarket
Ā
Buy Verified PayPal Account
Looking to buy verified PayPal accounts? Discover 7 expert tips for safely purchasing a verified PayPal account in 2024. Ensure security and reliability for your transactions.
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Improving profitability for small businessBen Wann
Ā
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.
3.0 Project 2_ Developing My Brand Identity Kit.pptxtanyjahb
Ā
A personal brand exploration presentation summarizes an individual's unique qualities and goals, covering strengths, values, passions, and target audience. It helps individuals understand what makes them stand out, their desired image, and how they aim to achieve it.
Skye Residences | Extended Stay Residences Near Toronto Airportmarketingjdass
Ā
Experience unparalleled EXTENDED STAY and comfort at Skye Residences located just minutes from Toronto Airport. Discover sophisticated accommodations tailored for discerning travelers.
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Memorandum Of Association Constitution of Company.pptseri bangash
Ā
www.seribangash.com
A Memorandum of Association (MOA) is a legal document that outlines the fundamental principles and objectives upon which a company operates. It serves as the company's charter or constitution and defines the scope of its activities. Here's a detailed note on the MOA:
Contents of Memorandum of Association:
Name Clause: This clause states the name of the company, which should end with words like "Limited" or "Ltd." for a public limited company and "Private Limited" or "Pvt. Ltd." for a private limited company.
https://seribangash.com/article-of-association-is-legal-doc-of-company/
Registered Office Clause: It specifies the location where the company's registered office is situated. This office is where all official communications and notices are sent.
Objective Clause: This clause delineates the main objectives for which the company is formed. It's important to define these objectives clearly, as the company cannot undertake activities beyond those mentioned in this clause.
www.seribangash.com
Liability Clause: It outlines the extent of liability of the company's members. In the case of companies limited by shares, the liability of members is limited to the amount unpaid on their shares. For companies limited by guarantee, members' liability is limited to the amount they undertake to contribute if the company is wound up.
https://seribangash.com/promotors-is-person-conceived-formation-company/
Capital Clause: This clause specifies the authorized capital of the company, i.e., the maximum amount of share capital the company is authorized to issue. It also mentions the division of this capital into shares and their respective nominal value.
Association Clause: It simply states that the subscribers wish to form a company and agree to become members of it, in accordance with the terms of the MOA.
Importance of Memorandum of Association:
Legal Requirement: The MOA is a legal requirement for the formation of a company. It must be filed with the Registrar of Companies during the incorporation process.
Constitutional Document: It serves as the company's constitutional document, defining its scope, powers, and limitations.
Protection of Members: It protects the interests of the company's members by clearly defining the objectives and limiting their liability.
External Communication: It provides clarity to external parties, such as investors, creditors, and regulatory authorities, regarding the company's objectives and powers.
https://seribangash.com/difference-public-and-private-company-law/
Binding Authority: The company and its members are bound by the provisions of the MOA. Any action taken beyond its scope may be considered ultra vires (beyond the powers) of the company and therefore void.
Amendment of MOA:
While the MOA lays down the company's fundamental principles, it is not entirely immutable. It can be amended, but only under specific circumstances and in compliance with legal procedures. Amendments typically require shareholder
Enterprise Excellence is Inclusive Excellence.pdfKaiNexus
Ā
Enterprise excellence and inclusive excellence are closely linked, and real-world challenges have shown that both are essential to the success of any organization. To achieve enterprise excellence, organizations must focus on improving their operations and processes while creating an inclusive environment that engages everyone. In this interactive session, the facilitator will highlight commonly established business practices and how they limit our ability to engage everyone every day. More importantly, though, participants will likely gain increased awareness of what we can do differently to maximize enterprise excellence through deliberate inclusion.
What is Enterprise Excellence?
Enterprise Excellence is a holistic approach that's aimed at achieving world-class performance across all aspects of the organization.
What might I learn?
A way to engage all in creating Inclusive Excellence. Lessons from the US military and their parallels to the story of Harry Potter. How belt systems and CI teams can destroy inclusive practices. How leadership language invites people to the party. There are three things leaders can do to engage everyone every day: maximizing psychological safety to create environments where folks learn, contribute, and challenge the status quo.
Who might benefit? Anyone and everyone leading folks from the shop floor to top floor.
Dr. William Harvey is a seasoned Operations Leader with extensive experience in chemical processing, manufacturing, and operations management. At Michelman, he currently oversees multiple sites, leading teams in strategic planning and coaching/practicing continuous improvement. William is set to start his eighth year of teaching at the University of Cincinnati where he teaches marketing, finance, and management. William holds various certifications in change management, quality, leadership, operational excellence, team building, and DiSC, among others.
What is the TDS Return Filing Due Date for FY 2024-25.pdfseoforlegalpillers
Ā
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.
Personal Brand Statement:
As an Army veteran dedicated to lifelong learning, I bring a disciplined, strategic mindset to my pursuits. I am constantly expanding my knowledge to innovate and lead effectively. My journey is driven by a commitment to excellence, and to make a meaningful impact in the world.
Putting the SPARK into Virtual Training.pptxCynthia Clay
Ā
This 60-minute webinar, sponsored by Adobe, was delivered for the Training Mag Network. It explored the five elements of SPARK: Storytelling, Purpose, Action, Relationships, and Kudos. Knowing how to tell a well-structured story is key to building long-term memory. Stating a clear purpose that doesn't take away from the discovery learning process is critical. Ensuring that people move from theory to practical application is imperative. Creating strong social learning is the key to commitment and engagement. Validating and affirming participants' comments is the way to create a positive learning environment.
5 Things You Need To Know Before Hiring a Videographer
Ā
Branding In a Troubled Economy
1. Branding in a Troubled Economy
presented to:
Texas Public Relations Association
February 28, 2009
2. āThe most negative brand in America.ā
+ Representative George Miller
(D) California
3.
4. Guilt by association
ā 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.ā
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 canāt cure everything
+ branding has become part of our social currency
+ branding is not as simple as it looks
15. from a mark to a meaning
(and billions)
$4.1
billion
(in cash)
16. More than one way to build brand equity
equity
perceived quality
price functionality associations
17. āThere is a new strain in marketing theory that holds that even the
lowliest natural resources can develop brand identitiesā
+ Naomi Klein
No Logo
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
+Amplifireā¢
+Namequestā¢
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 consumerās 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 āothersā
tradition inner other
transcendentalists
identity linked to lessons learned
in childhood and readings from
the āinner compassā
39. A shift from brand to discount
might discount your future
āMaking 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.ā
Consumer brand perceptions are āstickyā and tend to be influenced by
the most recent brand exposure, which frames the next.
Locus of Equity
A Discount
The Brand Attribute
44. ā 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.ā
+ 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 ļ Offers clear, logical paths to new brands and extensions
ļ Value of master brand preserved and transfered easily
Master brand
Cons:
ļ Dependent upon the health of the master brand
ļ Sometimes makes it harder to micro-segment
50. One house, many brands
Pros:
House of Brands ļ Insulates and āprotectsā individual brands
ļ Communicates breadth
Associated products
ļ Allows for competing brands within the same category
Cons:
ļ Expensive to promote and maintain
51. Something in-between
Hybrid
Pros:
Hybrid ļ Flexibleāprovides option to use master brand, or not
ļ Allows for segmentation through endorsement
Situational/Combination
Cons:
ļ Difficult to manage
ļ Rife with āslippery slopesā
54. CASE STUDY
Motorolaās 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 moneyās 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. ā...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.ā
+ 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
āThe engaging aspects of product experience can lead to illusions + āLearning from experience is
of control ... improved consumer memory when information more seductive than learning
learned through experience was organized around a goal.ā from education.ā
Stephen J. Hoch
+ Non-Partisan
āConsumers 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.ā
+ Pseudodiagnostic
āExperience 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.ā
+ Endogenous (affected by changes in tastes)
āBeggen (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.ā
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 Californiaās āmust seeā 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 ā the language choices
conjure a determined, optimistic and
dignified tone ā implies āyou can act and
change anythingā
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 Reaganās 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 Reaganās youth, while his Eureka
āWe must act today in order to preserve tomorrow,ā he told them.
College letter sweater recalls his student years.
āAnd let there be no misunderstandingāwe are going to begin to act,
A recreated studio booth highlights his early
beginning today.ā
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
Californiaās most beautiful destinations where an ongoing stream of
Death Valley Days. Glimpse into Ronald and
interactive events and exhibits rediscovers Reaganās values, actions
Nancy Reaganās 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 āgreat communicator.ā Glimpse at fragments of
Reaganās 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 Americaās 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
āI 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.ā
Embedded message ā visit a āmust seeā 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