A powerful presentation about how brands can emotionally connect with their consumers through storytelling, with illustrative examples from the Beer category.
A New Brand Strategy For A 2.0 World.
This document focuses on cultural tension strategy and grassroots marketing as tools of implementation in a new media world shaped by consumer activism.
It shows a systematic way to embed culture in the strategic process and demonstrates its financial value.
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.
A powerful presentation about how brands can emotionally connect with their consumers through storytelling, with illustrative examples from the Beer category.
A New Brand Strategy For A 2.0 World.
This document focuses on cultural tension strategy and grassroots marketing as tools of implementation in a new media world shaped by consumer activism.
It shows a systematic way to embed culture in the strategic process and demonstrates its financial value.
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.
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.
John Gibson, Vice President/Global Planning Director at The Martin Agency, 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.
Rick James Model for selling innovative ideasJulian Cole
This is a model that should be helpful in selling in innovative/non-traditional ideas that are usually quite hard to sell to clients/bosses.
@juliancole
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 proposal was created for IMC 615 - Creative Strategy & Execution. Project spanned 9-weeks and this final proposal was put together after the class to show the total progress for my chosen client, Borsheims.
"A Project Report on The Impact of Celebrity Endorsement on Brand Personality...Raj Ray
“The Impact of Celebrity Endorsement on Brand Personality: An Empirical Study on Unilever’s Lux on Being Beauty Bar of Film Stars!” An effort to analyze the relationship between celebrity endorsements and brands, the impact of Celebrity personality on Brand personality and buying behavior."
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.
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.
Marketplaces are one of the main online shopping destinations for consumers. Now present in all regions of the world, marketplaces have fundamentally changed the commerce landscape, the way we shop, and how businesses go to market with their products and services. And although marketplaces are based on the same concept of first- and third-party selling, they are vastly different from each other. But how do brands accelerate growth? And what are the requirements for success
StraTools - easy-to-digest and simple-to-apply strategy & planning toolsAndreas Krasser
I am currently Chief Strategy Officer at DDB Group in Hong Kong. My job often requires me to facilitate strategic and creative thinking among larger groups, for which I have used and created multiple tools over the years. In an effort to more openly share knowledge and receive larger scale feedback, I have decided to condense some of my more frequently used methodologies into simple one-pagers.
Some StraTools are remixes of classic marketing models, others are original creations. Either way, I hope you find them interesting, inspiring, and somewhat useful. If you happen to actually use them, please do let me know your feedback. I’d be also curious to see if you find ways to build on and enhance any of the StraTools.
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.
John Gibson, Vice President/Global Planning Director at The Martin Agency, 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.
Rick James Model for selling innovative ideasJulian Cole
This is a model that should be helpful in selling in innovative/non-traditional ideas that are usually quite hard to sell to clients/bosses.
@juliancole
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 proposal was created for IMC 615 - Creative Strategy & Execution. Project spanned 9-weeks and this final proposal was put together after the class to show the total progress for my chosen client, Borsheims.
"A Project Report on The Impact of Celebrity Endorsement on Brand Personality...Raj Ray
“The Impact of Celebrity Endorsement on Brand Personality: An Empirical Study on Unilever’s Lux on Being Beauty Bar of Film Stars!” An effort to analyze the relationship between celebrity endorsements and brands, the impact of Celebrity personality on Brand personality and buying behavior."
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.
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.
Marketplaces are one of the main online shopping destinations for consumers. Now present in all regions of the world, marketplaces have fundamentally changed the commerce landscape, the way we shop, and how businesses go to market with their products and services. And although marketplaces are based on the same concept of first- and third-party selling, they are vastly different from each other. But how do brands accelerate growth? And what are the requirements for success
StraTools - easy-to-digest and simple-to-apply strategy & planning toolsAndreas Krasser
I am currently Chief Strategy Officer at DDB Group in Hong Kong. My job often requires me to facilitate strategic and creative thinking among larger groups, for which I have used and created multiple tools over the years. In an effort to more openly share knowledge and receive larger scale feedback, I have decided to condense some of my more frequently used methodologies into simple one-pagers.
Some StraTools are remixes of classic marketing models, others are original creations. Either way, I hope you find them interesting, inspiring, and somewhat useful. If you happen to actually use them, please do let me know your feedback. I’d be also curious to see if you find ways to build on and enhance any of the StraTools.
Getting Clued In to Experience Managementgoodfriday
Experience Management thought leader and author Lou Carbone urges managing "experience clues", conscious and unconscious, because clues affect the emotions that shape customer attitudes that drive their behaviors. He stresses the need to adapt our business thinking from the "make and sell" approaches of the industrial age to "sensing and responding"-a dynamic change that requires new framing and competencies. He discusses how the systematic design and delivery of experiences can be achieved, and the immense impact this has on customer value, loyalty, and the bottom line.
http://bondsmakeiteasy.org Doorways to Dreams (D2D) Fund explores receptivity to savings product marketing using a cutting-edge marketing research tool, the Zaltman Metaphor Elicitation Technique (ZMET). ZMET is an innovative research methodology that elicits insights about human decision making through metaphors and storytelling. This presentation shows application of the ZMET research within the financial services industry, starting with credit unions.
There’s more to your blog’s identity than just the logo. This presentation provides a step-by-step guide to developing a visual identity for your blog. Whether you have a design background or are working with a designer this presentation walks you through the process.
When it comes to crafting their narrative many brands make this simple mistake: they add more just for the sake of it. Building a Strong Brand Narrative lays out the formula - Story, Visual and Content with statistics, best practices and examples.
Cultural Strategy Battle School - iStrategyLabsEric Shutt
Cultural Brand Strategy is the link between creative and strategy that can elevate brands, campaigns, and creative work to achieve a culturally iconic status. These creative executions side-step conventional marketing value propositions and categorical benefits — in favor of positioning Brands to address, disrupt, and resolve specific cultural tensions in a social context. Often ‘snuck in’ by agency creatives and missing from explicit client creative direction — learn the basics of how to identify, create and execute on creative strategy in a new way.
Theory and sources by Douglas Holt & Douglas Cameron; 'Cultural Strategy' & 'How Brands Become Icons'.
Large organizations with layers of management require a thorough brand identity system that provides a unified vision and tools that help everyone build the brand. This presentation will walk you through the major steps required to craft a professional brand identity. Read more here: http://crtv.mk/gxQZ
This introduction and overview to neuromarketing was presented at the Western New England College 2010 Communications and Leadership Conference by Jennifer Williams of Verilliance and John Bidwell of Bidwell ID. It defines neuromarketing, discusses controversies, presents case studies, and provides take-aways.
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
Onsite Sign Language Interpreters Face ExtinctionWing Butler
Wing presented, Onsite Sign Language Interpreters Face Extinction, at StreetLeverage – Live. His talk examined the legislation and technology developments of the 90′s that defined the values of the sign language interpreters in the “Onsite Era” and how these values are now being replaced by the values of a “Virtual Presence Era.” Wing suggested that the iterative realignment of these values leaves sign language interpreters vulnerable to a number of dangerous pitfalls. - See more at: http://www.streetleverage.com/2013/01/onsite-sign-language-interpreters-face-extinction/#sthash.uFnrdoA7.dpuf
A decade ago, higher education online experiences were segmented into walled gardens -- the public Web site, the course management system, online transactions, alumni communities, events calendars. The legacy of that structure was that our lifelong relationships with the college were interrupted as students, faculty, staff, parents, and alumni moved from system to system.
The next-generation online ecosystem will let us re-organize these experiences, allowing for deepening engagement throughout our lives: from prospective student to elder alum. How can we evaluate, select, and configure systems to support our users' needs, rather than the other way around?
http://www.flickr.com/photos/esqenzo/2238515828/
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Presentatie over Social Media & Disruptive Businessmodels voor relaties van de Friesland Bank Rotterdam.
Trefwoorden: Social Media, Business, Twitter, Facebook, Linkedin, Google+, connecting, tips, howto, inspiratie
RMD24 | Retail media: hoe zet je dit in als je geen AH of Unilever bent? Heid...BBPMedia1
Grote partijen zijn al een tijdje onderweg met retail media. Ondertussen worden in dit domein ook de kansen zichtbaar voor andere spelers in de markt. Maar met die kansen ontstaan ook vragen: Zelf retail media worden of erop adverteren? In welke fase van de funnel past het en hoe integreer je het in een mediaplan? Wat is nu precies het verschil met marketplaces en Programmatic ads? In dit half uur beslechten we de dilemma's en krijg je antwoorden op wanneer het voor jou tijd is om de volgende stap te zetten.
At Techbox Square, in Singapore, we're not just creative web designers and developers, we're the driving force behind your brand identity. Contact us today.
[Note: This is a partial preview. To download this presentation, visit:
https://www.oeconsulting.com.sg/training-presentations]
Sustainability has become an increasingly critical topic as the world recognizes the need to protect our planet and its resources for future generations. Sustainability means meeting our current needs without compromising the ability of future generations to meet theirs. It involves long-term planning and consideration of the consequences of our actions. The goal is to create strategies that ensure the long-term viability of People, Planet, and Profit.
Leading companies such as Nike, Toyota, and Siemens are prioritizing sustainable innovation in their business models, setting an example for others to follow. In this Sustainability training presentation, you will learn key concepts, principles, and practices of sustainability applicable across industries. This training aims to create awareness and educate employees, senior executives, consultants, and other key stakeholders, including investors, policymakers, and supply chain partners, on the importance and implementation of sustainability.
LEARNING OBJECTIVES
1. Develop a comprehensive understanding of the fundamental principles and concepts that form the foundation of sustainability within corporate environments.
2. Explore the sustainability implementation model, focusing on effective measures and reporting strategies to track and communicate sustainability efforts.
3. Identify and define best practices and critical success factors essential for achieving sustainability goals within organizations.
CONTENTS
1. Introduction and Key Concepts of Sustainability
2. Principles and Practices of Sustainability
3. Measures and Reporting in Sustainability
4. Sustainability Implementation & Best Practices
To download the complete presentation, visit: https://www.oeconsulting.com.sg/training-presentations
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.
The world of search engine optimization (SEO) is buzzing with discussions after Google confirmed that around 2,500 leaked internal documents related to its Search feature are indeed authentic. The revelation has sparked significant concerns within the SEO community. The leaked documents were initially reported by SEO experts Rand Fishkin and Mike King, igniting widespread analysis and discourse. For More Info:- https://news.arihantwebtech.com/search-disrupted-googles-leaked-documents-rock-the-seo-world/
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
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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3.0 Project 2_ Developing My Brand Identity Kit.pptxtanyjahb
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.
5. brand narrative forms
foundational projective
SIMPLIFY AMPLIFY
Experience
Web
Communications
Identity system Culture
Interactive Transactions
Print Environment
Identity Advertising Products
elements
Logo(s) Product
Strategies Imagery Vehicles
Naming Color Retail
BRAND Brand Typography Signage
PLATFORM architecture Graphic motif Uniforms
Messaging Format Environments
Simplification Sound Identity
Technology management
+ Amplifire™
+ Namequest™
6.
7. brand narrative forms
foundational projective infective
living folklore with…
+ strong basic story-appeal
+ foundation in actual belief
+ meaningful message or moral
8.
9.
10.
11.
12. narrative structure
situation complication resolution
act one act two act three
Subject at rest until forces act Series of beats which raise Subject comes to rest in a
upon it, setting it in motion. The the tension and complicate new, changed state (often the
dramatic question is posed, the dramatic question. The polar opposite state of act
tension is introduced. “meat” of the story unfolds one). All dramatic questions
with several twists and turns. are answered and tension is
relieved.
dramatic tension/
conflict
climax
= beats
14. narration channels and devices
narrative
theme characters plot aesthetics
cause stakeholders products touchpoints
+ visual system
+ voice
promise
15. brand narrative mapping techniques
narrative mapping attempts to connect past and present story points with current and
future touchpoints, so that the desired story is more concrete.
past era current era future era
act one act two act three
+ shareholders + shareholders + shareholders
stakeholders + b2c customers + b2c customers + b2b/b2c customers
characters + media + developers + media
+ media + developers
business challenger brand vs. the dominant brand vs. needs
activity rest of the world innovator vs. wall street of the little guys
plot conflicts
identity
elements limited to master brand + extended to a master
aesthetics core product brand brand portfolio of
products and platforms complete ecosystem
16. brand narrative forms
foundational projective infective reflexive
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”
17.
18. brand use and personal narrative
sequence: pre during post
brand activity: selection use experience
narrative driver: theme character plot aesthetics
consumer
engagement: role preparation performance evaluation / feedback
influence: definition and presentation of others’ response to
construction of identity identity to the others identity performance
19. 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 identity constructs
20. “Unlike purely cognitively based priming effects, which decrease
after a short delay, our results show that the effect was actually
magnified: while participants primed with IBM (a goal-irrelevant
brand) were uninfluenced by delay, Apple-primed participants’
creativity increased in strength over time, a hallmark of goal-
directed behavior.”
+ Journal of Consumer Research
June, 2008
21. harley-davidson
+ product use activates a
narrative identity
+ behavior is driven by brand
attributes
+ voice is tuned to resonate with
personal identity drivers
23. the silicon valley narrative
+ setting
the humble garage
+ characters
two misfit inventors
+ plot
rags to riches as a result of
brilliant technological innovation
+ theme
fortune rewards good ideas and
hard work
26. 37 signals
+ poster brand for GTD and
web 2.0
+ a culture first, a collection of
products second
+ navigating several cultural
dramas with a solid foundation,
but much uncertainty
27. brand narrative forms
foundational projective infective reflexive communal universal
Call to Adventure
The Journey Home
Meeting the Mentor
The Ordinary World
Crossing the Threshold
The extraordinary World/
The World of
Transformation Seizing Your Treasure
Helpers & Challengers
The Supreme Ordeal
Into the Innermost Cave
28. archetypes
+ a personality type observed multiple times
+ persistent in literature throughout the world for
centuries
+ used in Jungian psychology to suggest a heritable
memory ingrained in the collective unconscious
+ driver of Joseph Campbell’s monomyth theory
about the one great narrative that transcends time
and geography
32. “...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.
Words connoting “little” in non-English languages are kleine
(German), petite (French), piccola (Italian), and mikros (Greek), all
of which have front vowel sounds for the initial syllable. The same is
true for suffixes.”
+ Phonetic Symbolism and Brand
Name Preference
Journal of Consumer Research, 2007
33.
34. brand architecture and prototype theory
superordinate animals furniture Apple
basic level bird chair iPhone
subordinate sparrow Stickley 3G
35. summary
+ every brand has the potential to tell a story
+ some brands are more literal than others in the way they choose to narrate
+ other brands enable stories already at play in the mind of the consumer or in the
community in which they participate
+ understanding the drivers of narration is key to managing brands over time
43. What we do
Research Visual Identity Design
Brand Strategy Environmental Branding
Brand Architecture Digital Strategy + Design
Naming Experience Simplification
Content Development Brand Alignment
39