Key ideas, suggestions and a step-by-step model to develop brands that people will love. The approach is based on three principles: 1 - define the brand around your consumers, and not around your product 2 - Get rid of irrelevant deliverables and focus more on rapidly prototype the brand, with tests and iteration (the so-called Lean Brand) 3 - Measure love, not awareness. This is not a handbook, but more of a sticky wall with a checklist of what you need to do, and to care about when developing, redesigning, refining a brand experience. More on www.lagiannella.com
Philadelphia Fashion Incubator Presentation May 2018David Hitt
A fun collaborative discussion about what branding looks like in 2018. We take a look at yesterday and today and compare the methods, messaging and strategies pertaining to the world of fashion.
How to create Design Strategy for a brandbala murugan
Method of creating Design Strategy with pictorial example
- factors to be consider
- analyze them with the right person
- Creativity Vs Research
- Who is the expert?
- The selling factor
- What is design strategy and what it includes?
Every CEO's Secret Weapon for Growth: Know Your Consumer
November 2013
You've heard the mandate "Know Your Consumer" but do you understand its true value to your company? Leaders who regularly tap consumer insight know that this is the key lever for sustained business growth. In this white paper, we examine methods of closing the company-consumer gap, and dig into examples of well-known companies that have done so successfully.
Out-Think | Marketing Start-ups, From The Ground UpBen Grossman
For most start-ups, budgets are slim and smarts are plentiful. This presentation covers how to approach marketing start-ups by using smart and sound strategy to OUT-THINK (rather than out-spend) competitors. This presentation was originally developed and delivered by Ben Grossman for the Microsoft BizSpark Incubation Week for Windows 7 at the Microsoft Technology Center in Boston, MA.
An understanding of start-ups, the entrepreneurial buzzword. The strategy for branding cost stripped start-ups effectively with a glimpse of cost effective Social Media strategy.
Some interesting start-up stories to understand the concept by example.
Philadelphia Fashion Incubator Presentation May 2018David Hitt
A fun collaborative discussion about what branding looks like in 2018. We take a look at yesterday and today and compare the methods, messaging and strategies pertaining to the world of fashion.
How to create Design Strategy for a brandbala murugan
Method of creating Design Strategy with pictorial example
- factors to be consider
- analyze them with the right person
- Creativity Vs Research
- Who is the expert?
- The selling factor
- What is design strategy and what it includes?
Every CEO's Secret Weapon for Growth: Know Your Consumer
November 2013
You've heard the mandate "Know Your Consumer" but do you understand its true value to your company? Leaders who regularly tap consumer insight know that this is the key lever for sustained business growth. In this white paper, we examine methods of closing the company-consumer gap, and dig into examples of well-known companies that have done so successfully.
Out-Think | Marketing Start-ups, From The Ground UpBen Grossman
For most start-ups, budgets are slim and smarts are plentiful. This presentation covers how to approach marketing start-ups by using smart and sound strategy to OUT-THINK (rather than out-spend) competitors. This presentation was originally developed and delivered by Ben Grossman for the Microsoft BizSpark Incubation Week for Windows 7 at the Microsoft Technology Center in Boston, MA.
An understanding of start-ups, the entrepreneurial buzzword. The strategy for branding cost stripped start-ups effectively with a glimpse of cost effective Social Media strategy.
Some interesting start-up stories to understand the concept by example.
B2B Journey Brands, and Other Animals – AN&H Leadership Team – Scot McKeeBirddogB2B
Keynote presentation given by Scot McKee, Managing Director, Birddog, for the DSM Animal Nutrition and Health Leadership Team. Milan, Italy, 2016.
McKee explores B2B Journey Brands and the changing relationship between businesses and their customers. While businesses continue to force customers along a prescribed communications path, McKee advocates a more inclusive relationship where the business responds to the preferred customer journey.
McKee’s books on the subject of Creative B2B Branding and Business Marketing are available from Amazon - http://is.gd/mckeebooks
You'll learn:
What personal branding is and why it matters
Top 10 reasons everyone needs personal branding
FAQs about personal branding
Terms to know
Pros and cons of personal branding
Example of personal brand success
How to hire a professional
Tips and Reminders
Analyzing your results
This talk was given by Bill Beard on 2.16.15 at the New York City Agile Experience Design Meetup.
In a Lean and Agile world, where we’re rapidly iterating and deploying MVPs, branding is in danger of becoming an afterthought. We don’t talk enough about how we can add value by building powerful brands that connect with your customers. In this talk, we’ll discuss how branding has had to change in an Agile/Lean world--and why we need to change the way we think about it. We’ll cover how we apply basic Lean Startup and LeanUX principles to execute Lean Branding, and provide some quick tips for building your brand into your experience to create products people love, called Branding Moments.
To learn more about Lean Branding or Branding Moments, follow or reach out to Bill on twitter at @writebeard.
The slides from my inaugural creative brief writing workshop. Theory and practice. Attendees had to complete a brief prior to the session, and their work was used to illustrate best brief writing practice. More sessions to follow.
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.
Branding is the process of investigating, designing, and adding to your company a distinctive feature or collection of features so that customers can start associating your brand with your goods or services. Branding is an iterative process that involves getting in touch with the hearts of your clients and your company.
Branding and Design Service | TechCloud LtdTech Cloud Ltd
To know more please click the link below, https://techcloudltd.com/branding-and-design-service/
Branding and design service makes your mind related to a product, service, or company – whether, at that specific point, you purchased or didn’t purchase it but it may impose its value into your mind.
United Way Ground Floor Marketing Workshop: Brand Positioning for Social Ente...Aassia Haq
A 2.5 hour workshop given in Spring 2014 to the social enterprise startups & their leader entrepreneurs funded by the United Way Ground Floor program in Dallas.
The workshop helped them to demystify marketing science and measurably impact their brand messaging.
My personal project.
Please, visit my portfolio: behance.net/eirena
And don't forget to click "Appreciate this", if you really like my work :)
All copy is written by my own. And all
UNSTUCK: Use the Brand-As-Business Management Approach to Troubleshoot Your Business is a short guide that introduces six prevalent business issues and the solutions offered by the brand-as-business approach.
Entrepreneur's guide to building a memorable startup brandIryna Nezhynska
This guide is my contribution to the global startup community.
The goal: to change the overall early business’s mindset that branding is “always a long and expensive process that is available for big companies only”. It used to be, but it is no longer a truth. Moreover I wanted to remind startups that in the era of product overload, your success depends on how people will perceive you and what emotions will turn them into your customers.
That is why I created this step-by-step guide to building a Minimum Viable Brand for startups. It will help you to create product that people will love.
An interactive presentation put together for an Aim Higher Expert Session delivered at Doncaster Business School to students and lecturers and then to a contingent of visitng Chinese Lecturers by popular demand! It started with a quiz, then the colours represented brands, the ipods had hyperlinks to sound clips that also represent brands and links to marketing communications that try to engage emotionally... some of the text has gone a bit awry in the conversion, sorry!
Advokate's Branding Presentation, to be presented during LocalFest: Stuff Made Here, on Saturday, September 6, 2014, at 3:15 p.m. in Suite 204 at The Shirt Factory in Glens Falls, New York
Philadelphia Fashion Incubator Presentation - May 2018 Jami Slotnick
A fun and frank discussion about branding and fashion. We cover methods of communication 1980 vs. today and take a look at messaging, research/discovery and brand evolution.
B2B Journey Brands, and Other Animals – AN&H Leadership Team – Scot McKeeBirddogB2B
Keynote presentation given by Scot McKee, Managing Director, Birddog, for the DSM Animal Nutrition and Health Leadership Team. Milan, Italy, 2016.
McKee explores B2B Journey Brands and the changing relationship between businesses and their customers. While businesses continue to force customers along a prescribed communications path, McKee advocates a more inclusive relationship where the business responds to the preferred customer journey.
McKee’s books on the subject of Creative B2B Branding and Business Marketing are available from Amazon - http://is.gd/mckeebooks
You'll learn:
What personal branding is and why it matters
Top 10 reasons everyone needs personal branding
FAQs about personal branding
Terms to know
Pros and cons of personal branding
Example of personal brand success
How to hire a professional
Tips and Reminders
Analyzing your results
This talk was given by Bill Beard on 2.16.15 at the New York City Agile Experience Design Meetup.
In a Lean and Agile world, where we’re rapidly iterating and deploying MVPs, branding is in danger of becoming an afterthought. We don’t talk enough about how we can add value by building powerful brands that connect with your customers. In this talk, we’ll discuss how branding has had to change in an Agile/Lean world--and why we need to change the way we think about it. We’ll cover how we apply basic Lean Startup and LeanUX principles to execute Lean Branding, and provide some quick tips for building your brand into your experience to create products people love, called Branding Moments.
To learn more about Lean Branding or Branding Moments, follow or reach out to Bill on twitter at @writebeard.
The slides from my inaugural creative brief writing workshop. Theory and practice. Attendees had to complete a brief prior to the session, and their work was used to illustrate best brief writing practice. More sessions to follow.
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.
Branding is the process of investigating, designing, and adding to your company a distinctive feature or collection of features so that customers can start associating your brand with your goods or services. Branding is an iterative process that involves getting in touch with the hearts of your clients and your company.
Branding and Design Service | TechCloud LtdTech Cloud Ltd
To know more please click the link below, https://techcloudltd.com/branding-and-design-service/
Branding and design service makes your mind related to a product, service, or company – whether, at that specific point, you purchased or didn’t purchase it but it may impose its value into your mind.
United Way Ground Floor Marketing Workshop: Brand Positioning for Social Ente...Aassia Haq
A 2.5 hour workshop given in Spring 2014 to the social enterprise startups & their leader entrepreneurs funded by the United Way Ground Floor program in Dallas.
The workshop helped them to demystify marketing science and measurably impact their brand messaging.
My personal project.
Please, visit my portfolio: behance.net/eirena
And don't forget to click "Appreciate this", if you really like my work :)
All copy is written by my own. And all
UNSTUCK: Use the Brand-As-Business Management Approach to Troubleshoot Your Business is a short guide that introduces six prevalent business issues and the solutions offered by the brand-as-business approach.
Entrepreneur's guide to building a memorable startup brandIryna Nezhynska
This guide is my contribution to the global startup community.
The goal: to change the overall early business’s mindset that branding is “always a long and expensive process that is available for big companies only”. It used to be, but it is no longer a truth. Moreover I wanted to remind startups that in the era of product overload, your success depends on how people will perceive you and what emotions will turn them into your customers.
That is why I created this step-by-step guide to building a Minimum Viable Brand for startups. It will help you to create product that people will love.
An interactive presentation put together for an Aim Higher Expert Session delivered at Doncaster Business School to students and lecturers and then to a contingent of visitng Chinese Lecturers by popular demand! It started with a quiz, then the colours represented brands, the ipods had hyperlinks to sound clips that also represent brands and links to marketing communications that try to engage emotionally... some of the text has gone a bit awry in the conversion, sorry!
Advokate's Branding Presentation, to be presented during LocalFest: Stuff Made Here, on Saturday, September 6, 2014, at 3:15 p.m. in Suite 204 at The Shirt Factory in Glens Falls, New York
Philadelphia Fashion Incubator Presentation - May 2018 Jami Slotnick
A fun and frank discussion about branding and fashion. We cover methods of communication 1980 vs. today and take a look at messaging, research/discovery and brand evolution.
Kate Austin-Avon of Advokate, LLC, delivered this presentation on Developing Your Brand on Thursday, October 22, 2015, at SUNY Adirondack for the Adirondack Business Development Partnership and the Adirondack Regional Chamber of Commerce.
This is the presentation on Branding that Advokate gave at the Albany Chamber of Commerce for the Small Business Development Center of the University At Albany.
<< I apologize for the minor formatting funkiness that happened when this uploaded. >>
This Branding Presentation, part of a September 19, 2013 seminar by Kate Austin-Avon of Advokate, answers the following important questions:
1. What is Branding?
2. Why Branding is Relevant to Your Business
3. What Elements Comprise a Successful Brand
4. How Often a Brand Should be Updated
5. Where to Start
This presentation was part of the Adirondack Business Development Partnership, a collaboration between the Adirondack Regional Chamber of Commerce and the Small Business Development Corporation. It was presented at SUNY Adirondack's Regional Higher Education Center.
Contact Advokate for a worksheet to jumpstart the process of developing YOUR brand!
Kate Austin-Avon
www.advokate.net
(518) 353-2121
kate@advokate.net
This is a presentation on Brand and Branding, written and presented by me recently.
The presentations tells about, what a brand is and how does it differs from other existing competitors. It tells about the difference between branding and marketing.
It covers certain examples of successful brands which have become one by adopting certain marketing strategies.
The presentation also comprises of certain Q & A's which could be helpful in becoming a brand. Though there is no specific method in this world to be able to become a brand.
The questions must be answered and the answers must be evaluated such that one could understand the importance of being a brand.
I strongly believe that becoming a brand is more important than sales and marketing. Sales and marketing are just two constituents of a brand.
In the race of achieving the targets and doing sales, almost all the companies miss upon the things which could have led them to become a brand.
As the inflow of money is faster than becoming a brand, companies usually suffer temporary profits rather permanent brand loyalty of the people they sell their product and solutions to.
I hope it will be useful for a pretty basic level of understanding.
Branding in the Digital World: Thinking Beyond Logos and Colour PalettesStephen McGill
A presentation that I made to a wonderful crowd at the Ottawa Search & Digital Marketing Meetup on April 15, 2014. Terrific group of people to speak to.
Webinar: Corona Crisis > How your virtual services brand can stand out in tod...Gina Dunn
It’s hard to stand out when everyone else is vying for the same attention from your clients. Join me in this month’s live webinar, and I’ll get you noticed. In this interactive workshop-style webinar I’m giving you the exact strategies, tips, tools, and step-by-step guidenace that puts your virtual services brand on the center stage in a landscape where you can truly shine. You’ll learn about brand positioning, personality, and define your very own unique archetype combination that guaranteed to get you noticed in a noisey landscape.
Watch the webinar replay right here >>>>>
https://igina.webinarninja.com/live-webinars/318653/register
Establishing the foundation for your brand identity starts with your core values and your niche. This presentation is designed to give you a head start on the process.
Module 4 examines the marketing element to starting up your own creative business, it looks at the key concepts of marketing and what marketing can be done to ensure maximum efficiency and effectiveness.
Enterprise Excellence is Inclusive Excellence.pdfKaiNexus
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.
Putting the SPARK into Virtual Training.pptxCynthia Clay
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.
VAT Registration Outlined In UAE: Benefits and Requirementsuae taxgpt
Vat Registration is a legal obligation for businesses meeting the threshold requirement, helping companies avoid fines and ramifications. Contact now!
https://viralsocialtrends.com/vat-registration-outlined-in-uae/
Kseniya Leshchenko: Shared development support service model as the way to ma...Lviv Startup Club
Kseniya Leshchenko: Shared development support service model as the way to make small projects with small budgets profitable for the company (UA)
Kyiv PMDay 2024 Summer
Website – www.pmday.org
Youtube – https://www.youtube.com/startuplviv
FB – https://www.facebook.com/pmdayconference
B2B payments are rapidly changing. Find out the 5 key questions you need to be asking yourself to be sure you are mastering B2B payments today. Learn more at www.BlueSnap.com.
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.
Implicitly or explicitly all competing businesses employ a strategy to select a mix
of marketing resources. Formulating such competitive strategies fundamentally
involves recognizing relationships between elements of the marketing mix (e.g.,
price and product quality), as well as assessing competitive and market conditions
(i.e., industry structure in the language of economics).
Premium MEAN Stack Development Solutions for Modern BusinessesSynapseIndia
Stay ahead of the curve with our premium MEAN Stack Development Solutions. Our expert developers utilize MongoDB, Express.js, AngularJS, and Node.js to create modern and responsive web applications. Trust us for cutting-edge solutions that drive your business growth and success.
Know more: https://www.synapseindia.com/technology/mean-stack-development-company.html
Company Valuation webinar series - Tuesday, 4 June 2024FelixPerez547899
This session provided an update as to the latest valuation data in the UK and then delved into a discussion on the upcoming election and the impacts on valuation. We finished, as always with a Q&A
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.
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USA WEB MARKET is the Best Verified PayPal, Payoneer, Cash App, Skrill, Neteller, Stripe Account and SEO, SMM Service provider.100%Satisfection granted.100% replacement Granted.
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.
Discover the innovative and creative projects that highlight my journey throu...dylandmeas
Discover the innovative and creative projects that highlight my journey through Full Sail University. Below, you’ll find a collection of my work showcasing my skills and expertise in digital marketing, event planning, and media production.
Discover the innovative and creative projects that highlight my journey throu...
Lean, agile, consumer centered: how to develop brands in the age of connected consumers.
1. “Any damn fool can put on a deal, but
it takes genius, faith and perseverance
to create a brand.”
David Ogilvy
2. Honestly, brands do not need
geniuses, prophets and not even faith.
What about perseverance ? More
needed are agility and adaptability
indeed.
3. What is not a brand ?
Brand is not....
● a checklist of deliverables
● a logo
● the domain of one department
● a thing you can control alone
● a static idea
● the result of pure creativity
● a promise, just a promise
What is a brand ?
Brand is....
● a relationship
● that takes place every day
● what people feel and say about you
● something you cannot fully control
● the result of a whole organisation
● a living idea incorporated into
actions, words, visuals, people
5. Customer centric
Brands are about people, not
products. Brands are about
customers, not companies.
You start from a deep dive into the
life of your customers. What do you
enable them to do ? How will your
brand improve their lives ? How will
you make them feel better ?
Lean and agile
Not obsessed by big deliverables,
you focus on what matters.
You develop an agile brand, that can
evolve and adapt as markets and
customers evolve, with ability to
move easily into new markets.
You develop a light set of ideas and
artifacts, that can be digested and -
what´s more - inspire all the people
of your organisation. Not a bible, but
more of a compass.
Measurable
You go for relevant metrics, and
leave behind the pure vanity
metrics.
You define core metrics that you can
use to evaluate your brand health
ongoing, with focus on consumer
engagement, participation, trust
and... love.
And yes, that is all valid for B2B
brands too.
Let your brand be...
8. An outside-in (i.e. customer driven) point of view on...
● Competition Who your customers consider as your competitors ?
● Perception Which values do they associate with you ?
● Audience Who are your customers ?
● Resonance Do you have brand lovers ?
...and some groundwork of course: surveys, social media research,
collection of messages and visuals currently sent out a/o shared
with customers.
BRAND
AUDIT
9. Competition reality check
Your competitors are not who you think
they are, but who your target audience
considers in competition with you.
E.g. lastminute.com vs. Trivago vs. Airbnb.
As business model, they are not competitors at
all. But they all belong to the same repertoire of
services customers reach out when they look for
travel. They compete on attention, trust,
memory.
Customer segments
Use the audit to verify the consumer
segmentation, so to increase relevance,
define the appropriate brand story and
how to engage with them. Go for
behaviors, rather than demographics.
E.g. lastminute.com
More singles or more family ? More city
explorers of pumpered relaxers ?
10. The elements of value How much love do you inspire ?
Three statements that allow to build a "Brand
Passion Score":
● X is a brand for me - the strongest
measure of resonance. Do customer
perceive a real, personal, specific bond
with the brand ?
● X is a brand I can trust - in an age
when people do only trust their peer,
this is a crucial metric
● X is a brand I enjoy introducing other
people to - if they´re really in love with
you, they´ll recommend you. The Net
Promoter Score is all about this... the
Holy Grail of Brand Lovers
11. CUSTOMER
STORY
Empathise and understand...
● The job to be done.
What do customer want to achieve with your product ?
● Aspiration.
What is your customer ultimate aspiration? Be more, do
more, become more, belong more? Focus on that !
● Your customers´ world.
What do they see, say, do, feel?
The not-so-secret sauce of this recipe is etnographic research.
The outcome are Personas you can use to write your brand story and
validate as long as you activate the brand.
BRAND
AUDIT
12. The job to be done. What your customers want to achieve ?
Your product is just the beginning of the story...
Purchase and delivery of the goods bought (or service delivered), that´s relatively unimportant
compared to what customer want to achieve.
What for are you going to buy running shoes: to start with fitness and lose some weght ? Or to outperform your next
marathon ? Why as a woman do I want to go solo travelling ?
Why do I want to adopt a new helpdesk software ? To save costs, to streamline
processes, to better manage multinational customer care ?
13. The key aspiration of your customers
DO MORE Achieve more practically
e.g. Odlo for athletes to be fit for high performance
e.g. Velux, "better living"
BE MORE Confirm who you are
e.g. Dove, "you´re beautiful"
e.g. Always, "like a girl"
BECOME MORE Achieve more emotionally
e.g. Red Bull "gives you wings" (attitude to life)
e.g. Diesel, "for successful living"
BELONG MORE Connect with others
e.g. AirBnb "sense of belonging"
e.g. Harley Davidson "a tribe, a brotherhood, a club"
Think your brand as a propeller,
an enabler, a shorthand for your
customers to pursue their key
aspirations.
15. CUSTOMER
STORY
BRAND
AUDIT
BRAND
STORY
● WHY The brand purpose
● WHAT Brand as enabler:
the role you play in the life of customers
● HOW The Brand difference:
what makes you special ?
● WOW How will the Brand inspire love ?
16. You have captured the customer story.
For defining a brand story that resonates with the story of
your customers, you need to elaborate on few key ideas.
These ideas will define the core of your brand concept.
Vision and purpose. This is your "why": is is about
dreams, ambition to change the world (for the better of
course), the reason your brand to exist.
The role of your brand in the life of your customers as an
enabler (propeller, enhancer, facilitator...).... What are you
enabling them to do/be/become/achieve more ?
The Brand Difference. This is your "how" and is about
how does the brand enable people better then they could
otherwise?
The (expected) emotional benefits. How will people feel
about the brand as a result ? Why would they recommend
our brand to others, what will they say about us ?
The "Why"
Vision and
purpose
The
"How
"
How
betterdo
you
enable
custom
ers?
The
"W
hat"
The
enablerjob
The "WoW factor".
Why will they
recommend us ?
17. Reframe: what is your job about ?
Online survey tools and customer feedback colletion < Voice of
Customer Rooftop windows for family homes < Quality home living.
Online travel agent < Lifestyle enabler
Online shoes shop < Delivering happiness
The "Why"
Vision and
purpose
Your purpose, vision, dream.
Do you have a founder story to share ?
What you stand for ?
How to you aim to change the world, by doing what you do ?
What do you want to achieve, beyond making profits ?
E.g. Apple vision was to challenge the status quo:
producing beautifully designed electronics was a mean to that.
18. Your role to make the life of
your customers better.
What kind of enabler are your ? What is your role in
helping people to do more, live more, be more, become
more, connect and belong more with other people ?
The
"W
hat"
The
enablerjob
The
"How
"
How
betterdo
you
enable
custom
ers?
What makes your brand special
and different.
What makes you special ? Is it about beautiful design ? ...or
brutal simplicity ? Is it about the friendliest customer service
? The most intuitive interface ? Extremely flexible pricing
scheme? Abundance of choice ? Physical proximity ?
19. How will people feel
about your brand as a result ?
How will your brand go beyond
"like" and inspire "love" ?
Key questions / desired outcome
● How will people feel about the brand as a result ?
● Why would they recommend us to others ?
The "love factor".
Why will they
recommend us ?
20. CUSTOMER
STORY
BRAND
AUDIT
BRAND
STORY
● What do you need to learn ?
● Develop hypothesis
● How will you measure results
● Goal metrics
● Develop artifacts
● Test and iterate
● Is there product-brand-fit?
MINIMUM
VIABLE
BRAND
TEST &
ITERATE
21. Focus the test on what you need to
learn and develop hypothesis
"If we change our brand story to X, customers will behave like Y"
"If we engage potential customers with this channels, they will.."
"If we change our brand name like this, existing customers will..."
"If we send this message in X, we will position the brand like Y"
MINIMUM
VIABLE
BRAND
TEST &
ITERATE
Select measures and set goals for
testing the brand elements.
"If we engage potential customers with this channels, they will.."
conversion metrics - sentiment metrics - engagement metrics
22. Develop the minimum set of artifacts
needed to run the test.
A test can be an ad campaign targeted at small consumer group
- branded content experiment - and/or - A/B testing landing pages -
and/or - pop-up store at selected location - and/or - event, workshop,
meetup testing brand experience - and/or - invitation to join selected
group for co-creation ....
MINIMUM
VIABLE
BRAND
TEST &
ITERATE
Check the product-market-brand fit.
Key questions
● Does the brand reflect the product value proposition ?
● Does the value proposition fit to the target market ?
● Does the brand emotional values resonate
with the target audience ?
23. CUSTOMER
STORY
BRAND
STORY
ARTIFACTS Text, visuals, story
themes, guidelines, templates,
handbooks, mission statements....
focus on what matters.
METRICS Attitude to brand: from
liking to loving, from awareness to
active advocacy.
PLAYGROUNDS Where can you
connect with customers, how can you
foster community and influencers ?
PEOPLE AND CULTURE Make the
brand the soul of your company.
MINIMUM
VIABLE
BRAND
ACTIVATE
BRING THE
BRAND TO
LIFE
ARTIFACTS
PEOPLE &
CULTURE
METRICS
PLAY
GROUNDS
24. Actionable. Made to
be applied. Now.
Focus more on practical artifacts:
e.g. key messages and storylines,
brand words, content themes and
story angles, tagline, sample
messages for the customer
communication, does and dont´s for
imagery and text....
Leave behind self-referential fluff
like mission statements. On "Brand
Personality" or "Tone of voice" docs,
avoid ambiguity: each personality
trait must be 100% clear on how it
will translate into brand
experience.... if they are not crystal
clear, better not to write them down.
Versatile and made
to evolve.
New screens, new surfaces, new
channels, new applications.... all
visuals need to be easy to adapt
and to extend based on each new
moment where they will be in front
of customers.
Versatile. E.g. dynamic logos, that
can live and fit to more and
different contexts: Accenture,
AirBnB...
Relevant for the
organisation.
A good brand story can be
extraordinary motivational tool: it
provides a purpose, a common
understanding of why we do our job.
Messages, content, artifacts must be
up to applied along the whole
customer journey and across all
departments consistently.
Any internal communication must
come under the same umbrella.
Jeremiah Gardner, The Lean Brand
Brand artifacts
25. Measuring brand love: attitudes.
Netlölöä
Net Promoter
Score
% promoters
% detractors
Netlölöä
Brand Passion
Score
X is a Brand for me
X is a brand I trust
X is a brand I recommend
Netlölöä
Love Index
by Accenture
Five dimensions
to measure
attitudes
FUN
it entertains me
RELEVANT
Specific and
personal
HELPFUL
Fast,
convenient,
intuitive
SOCIAL
It lets me to
connect with
others
ENGAGING
Instant,
anywhere,
anytime
26. Measuring brand love: social behavior.
Hand raising
Like the page, follow the account
Lowest engagement = liking
Consuming
Actually consuming the content
Views, downloads, completion rate..
Responding
Take action, engage with brand
Comment, give feedback, rate....
Sharing
Share the brand message w/friends
Shares, recommend
Creating
Creating branded content
Brand fan, brand advocate
27. Playgrounds, communities, movements
For millions of years, hman beings have been part of one tribe or the other.
A group needs only two things to be a tribe: a shared interest and a way to communicate. Seth Godin
A playground is a scene, a community
of interest, a group of like-minded
people to whom your brand can
resonate and for whom it can play a
supporting (enabling, promoting) role.
It is not about creating artificial
communities around your Brand,
but about engaging with people based
on common vision and values.
Lego and the community of adult fans
Red Bull and action sports scenes
Airbnb and the hosts meeting at "Airbnb Open"
Adobe´s "CMO.com" and forward thinking marketers
Qualtrics and academic researches
Kickstart and the "Kickstarters"
28. From community platform to movement
Building a community platform
Creating platforms in which people
connect with other people like them,
trust and support each other, drvien by
their vision and values, structures and
rules. (In relation with the Brand but
not owned by the Brand)
Connections to peers
How to help customers connect
with other people like them, to
share their passions ?
Connections to brand
How can the brand add value in
this community: facilitate, support
and enhance it ?
Networks
Which networks - from social media to
physical meetings - are most effective
at facilitating connections between
people ?
Loyalty to brand
How to evolve support into positive
loyalty, builds retention and
collaboration ?
Loyalty to peers
How to turm trust and loyalty for each
other, into brand advocacy ?
Building a movement
Inspiring an active movement of people
who come together with a common
purpose to acheve more (do better,
improve themselves, create change)...
enabled by the Brand, but not directed
by the Brand.
29. Back to your people. Where the brand starts.
PEOPLE &
CULTURE
Start from the frontline.
● call centre
● retail stores
● sales force
● crm
Review and align each customer touchpoints:
- how to interact ?
- how to engage ?
- how to outreach ?
Map the customer journey
to a brand journey.
Go to your people
● performance management
● behaviors and rituals
● hiring strategy
● employer branding
● Measure long-term goals
● Promote self-starters
and brand advocates
● Look for like-minded people (but
not fall in the trap of uniformity)
● Make your leaders
lead by example
30. Let´s start a brand conversation
valentina.giannella@com
www.lagiannella.com