18. A BRAND IS NOT ONLY DESIGN
“Design is not decoration. It is not the surface
appearance of a product. It is not about colour or
stylistic details. It is the way the product works!”
S. Jobs
18
23. A BRAND IS A STORY
What makes a great story?
•Unexpected ending
•Structure
•Your hope is fulfilled
•Meaning
•Fills gaps
•Participative
•Connective
•Empathy
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•Can be told over and over again
24. A BRAND IS A STORY
“ All great stories start with a white page ”
Source: AUDI
24
25. The classical steps of BRANDING
1° Start a conversation with all the stakeholders
2° Look around (research, insight, emotion,
rationalisation)
3° Define your direction
4° Define the message
5° Choose the media
6° Follow up with the stakeholders to adjust the
message if required
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39. What is your
TOP OF THE MIND
BRAND & WHY?
The top of the mind
brand
DISTINCT
COMPETITIVE
ADVANTAGE
39
40. Attitudes are the
opinions associated
with the brands,
products, services….
The attitudes towards
the brands can help
determine the brands’
weaknesses and
appealing factors.
40
41. • Usage patterns help reveal the how the respondents
are interacting with the brand, product or service!
41
43. “The rise of social media makes it more
important than ever to get the branding
fundamentals right”
“You do not need to rewrite the marketing
playbook but to exploit social media
opportunities while keeping an
UNWAVERING FOCUS on meeting the
customers’ needs” (HBR Dec, 2010)
43
44.
45. Everything considered, branding is a matter of
marketing in the classical sense of the term, but with
different means and at digital speed. (R.Claessens)
58. •
•
•
•
What is your biggest problem and how can I solve it?
Careers are a jungle gym, not a ladder.
Just being nice is not a winning strategy.
Is this good for me?
58
59. WE ARE, EVEN IF WE DO NOT WANT
TO, ALWAYS IN COMPETITION
59
88. Remember
• Having self-confidence is wonderful
and a positive quality to successfully navigate life.
• However, as often true, too much of a good thing
can become a bad thing. Overconfidence is
a weakness and most would agree that
arrogance is undesirable.
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92. YOU CAN CHANGE YOUR LIFE BY
CHANGING YOUR STATE OF MIND
92
93. A STATE OF MIND
• I listen
• I treat myself as a company
• I treat the company as if it was
my own
• I do not have a job but a step in
the direction I figured out
93
94. A STATE OF MIND
• I focus on solutions
• I focus on understanding
• I expect the best and I believe in
the best
• I…whatever it takes….
94
95. THE LAW OF DELIBERATE
CREATION
• Being clear on what you want
• Focus on what you want
• Belief in what you want
• Move towards what you want
95
101. A brief recognition by the
mind of what the senses
take in
Very small amount of
facts that you can hold in
the mind at any one time
Practically
limitless capacity
101
102. Very small amount of facts that
you can hold in mind at any one
time
PRACTICALLY
LIMITLESS
CAPACITY
1. ENCODING
2.RETRIEVING
102
107. Getting out
• You are in the Arizona desert in the hottest time of the year.
Because of a fire, the plane had to land and most of the
contents have been destroyed but fortunately none of the
three passengers and the pilot are hurt. You know that you
are about 75 miles from the nearest town. Fortunately you
have some pieces of equipment and items left that you could
use for your survival.
• The decision to make is: either to stay put and wait for help or
move and walk the 75 miles to the nearest town.
• Whatever the decision it needs to be taken unanimously!
107
108. Getting out
• Below is list of available items, you should list them in order
of importance to your survival, one being the most important,
and decide what items to take with you in case you decide to
move:
8. 1 case of rations
1. Compass
9. Maps of the
2. Small transistor radio
desert
3. Shaving mirror
10. Cushions
11. 5 litre of an
4. Snake repellent
oil/gas mixture
5. 5-liter of water for the four of you
12. 1 bottle of rum
6. 4 square meter of opaque plastic 13. Two boxes of
7. Mosquito netting
chocolate
14. 5 meter of ropes
15. One boomerang 108
110. Decision Making
• Overestimation of intuition and underestimation of what we
need for the analytical part of the decision making process
will induce:
IRRATIONAL PERSEVERANCE
110
111. Decision Making
• System 1 operates automatically and quickly
with little or no effort and no sense of voluntary
control. It includes the innate skills that we share
with other animals.
• System 2 allocates attention to the effortful
mental activities that demand it, including complex
computations. It requires attention and effort.
• When system 1 runs into difficulty it calls on System
2 to support more detailed and specific processing.
111
121. “All you really need
is the determination
to make it work, the
persistence to keep
at it when things go
wrong and the
absolute conviction
that you can
succeed.”
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122. WHAT YOU WILL BE ABLE TO DO AFTER A
GOOD DISCUSSION
122
123. Your copy of the slides on
WWW.ROGERCLAESSENS.EU
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