The document discusses the definition and importance of branding. It asserts that a brand is defined by individuals' gut feelings rather than by companies. It also states that the main purpose of branding is to get more customers to buy more products for longer at a higher price through building trust by meeting and exceeding expectations. Finally, it outlines five disciplines for building a charismatic brand: differentiation, collaboration, innovation, validation, and cultivation.

2. Let’s Start by dispelling some myths.

3. FIRST Brand is not a logo.

5. SECOND A brand is not an identity.

7. A brand is not a product.

9. So What exactly Is a brand ?

11. It’s a GUT FEELING because people Are emotional, intuitive beings.

12. It’s a person’s gut feeling, Because brands are defined by individuals, Not companies, markets, or the public

13. In other words…

14. IT’S NOT WHAT YOU SAY IT IS.

15. IT’S WHAT THEY SAY IT IS.

16. Why is branding so hot? People have too many choices and too little time Most offering have similar quality and features We tend to base our buying choices on trust

18. TRUST

19. Trust comes from meeting and beating customer expectations. Trust Reliability Delight

20. $ A brand have a monetary value.

21. No doubts.

22. 5 ways to measure brand value: Price premium Customer preference Replacement cost Stock price Future earnings

24. The main purpose of branding is to get more people to buy more stuff for more years at a high price .

25. Bang Success Buck Trust comes from meeting and beating customer expectations.

27. Prediction Brand will become the most powerful Strategic tool since the spreadsheet.

28. Problem In the most companies, STRATEGY Is separated from CREATIVITY by a wide gap.

31. When both sides work together, You can build a charismatic brand

33. Any brand can be charismatic.

34. EVEN YOURS.

35. But first,

36. DISCIPLINE 1 : DIFFERENTIATE

37. FACT: Our brain act as a filter to protect us from too much information

39. Be Different. Solution:

40. The three most important words in differentiating you brand:

41. 1 - FOCUS

42. 2 - FOCUS

43. 3 - FOCUS

45. The focus test: Who are you? _____________________ What do you do? ___________________ Why does it matter? ________________

46. You need more focus. Unless you have compelling answer to theses question,

47. DISCIPLINE 2: COLLABORATE

48. Like building A cathedral, Building a brand Is a collaborative project .

51. And that’s OK!

52. MYTH: Wide experience leads to deep insights.

53. FACT: Deep insights come from deep experience.

56. Because The mathematics of collaborations Is nothing less than MAGIC .

57. DISCIPLINE 3: INNOVATE

58. Execution Not strategy Is where the rubber meets the road.

60. Why do companies have so much trouble with creativity?

63. DISCIPLINE 4: VALIDATE

65. The new communication model Is a dialogue.

66. Let’s do one simple test . The Swap test!

67. Existing trademarks

68. Whit name swapped

69. Did you see something wrong ? If not, take a look again!

70. DISCIPLINE 5: CULTIVATE

71. Brands are like people

72. If people can change their clotes without changing their characters…

73. Why brand can not?

74. Old Paradigm: Control the LOOK AND FEEL of a brand.

75. New Paradigm: Influence the Character of a brand.

76. IF a brand looks like a duck and swims Like a dog, people will distrust it.

77. So let’s say you’ve DIFFERENTIATED, COLLABORATED, INNOVATED AND VALIDATED.

78. You’ve added the left brain to the right brain.

80. What’s your next move ?

81. Share Your new knowledge

82. Differentiation Collaboration Innovation Validation Cultivation

84. YOU BUILD

85. A sustainable competitive advantage