This document discusses building strong brands through focusing strategy and design efforts. It begins by defining a brand as a person's gut feeling about a product, service, or organization, rather than a logo, identity, or product. It emphasizes that branding has become important because people have many choices and tend to make purchasing decisions based on trust. The document then discusses measuring brand value through factors like price premium and future earnings. It presents branding as a way to get more people to buy more things for more years at a higher price. The main challenge discussed is bridging the gap between strategic and creative thinking. It proposes five disciplines for brand-building: differentiating, collaborating across functions, consistency, commitment to the brand over time, and
The document discusses branding and how to build an effective brand through five disciplines: differentiation, collaboration, innovation, consistency, and vision. It emphasizes focusing a brand's message and positioning, bringing together diverse collaborators, adapting to change through innovation, maintaining consistency, and having a clear vision.
The document provides an overview of how to bridge the gap between business strategy and design. It discusses that branding is about creating emotional connections and building trust with customers. The five disciplines of brand-building are outlined as differentiation, collaboration, focus, avoiding ill-considered extensions, and viewing branding as a collaborative project.
The document discusses how most consumers have little knowledge or interest in brands and marketing content. It notes that only 20% of buyers hold 50% of brand knowledge, and 80% know little about brands they buy. Most marketing content goes unseen due to the massive amount of daily content people receive. The document argues brands should focus on mass appeal over intense fandom or participation, as broad popularity is more important than depth or loyalty from few users. Brands depend on occasional buyers more than active fans.
In this hands-on branding workshop, you'll learn to build your own brand and tell our authentic story. You will gain expert personal branding and digital marketing tips to create and deliver your true story while developing your branding strategy to grow influence and increase Social Currency in your life.
You will gain valuable digital storytelling skills, while building an authentic brand. We will review best practices for creating, engaging, and connecting communication based on your brand goals.
A BRAND IS FOREVER: A FRAMEWORK FOR REVITALIZING DEAD AND DECLINING BRANDSSameer Mathur
The document discusses strategies for revitalizing dead or declining brands. It provides examples of brands like Harley Davidson and Cadillac that successfully revived their brands by reinvesting in quality and distinctive styling. Reviving an old brand is often more feasible than launching a new one because old brands have existing brand awareness and equity. However, brands can decline due to issues like neglect, poor quality, price increases that don't match value, or failing to stay relevant to the target market. The document outlines guidelines for brand revivals, such as repositioning the brand, rebuilding quality, resisting the temptation to lower prices, and pursuing a carefully defined target market.
Matrix Metal casting company - Sanmar Groupgselva739
The Sanmar Foundries’ Unit 2 large flaskless moulding line was commissioned on 26 June 2008 at Viralimalai near Trichy. The sand foundry facilities will now have a capacity of 30,000 tonnes
per annum of steel castings.
Matrix Metals is a leading global supplier of finished steel cast components for the oil/gas, construction and mining, transportation and military sectors.
If you want to fail, assume there is an audienceHonza Marcinek
Presentation takes a deliberately provocative stance and is a personal view – there is after all, no official ‘philosophy’ about anything at Wieden+Kennedy – but it is my belief that our task as communicators is not merely nurturing enthusiasm, but overcoming indifference. For most people don’t care that much about our output. Brands and their communications just don’t matter that much to most people.
The document discusses branding and how to build an effective brand through five disciplines: differentiation, collaboration, innovation, consistency, and vision. It emphasizes focusing a brand's message and positioning, bringing together diverse collaborators, adapting to change through innovation, maintaining consistency, and having a clear vision.
The document provides an overview of how to bridge the gap between business strategy and design. It discusses that branding is about creating emotional connections and building trust with customers. The five disciplines of brand-building are outlined as differentiation, collaboration, focus, avoiding ill-considered extensions, and viewing branding as a collaborative project.
The document discusses how most consumers have little knowledge or interest in brands and marketing content. It notes that only 20% of buyers hold 50% of brand knowledge, and 80% know little about brands they buy. Most marketing content goes unseen due to the massive amount of daily content people receive. The document argues brands should focus on mass appeal over intense fandom or participation, as broad popularity is more important than depth or loyalty from few users. Brands depend on occasional buyers more than active fans.
In this hands-on branding workshop, you'll learn to build your own brand and tell our authentic story. You will gain expert personal branding and digital marketing tips to create and deliver your true story while developing your branding strategy to grow influence and increase Social Currency in your life.
You will gain valuable digital storytelling skills, while building an authentic brand. We will review best practices for creating, engaging, and connecting communication based on your brand goals.
A BRAND IS FOREVER: A FRAMEWORK FOR REVITALIZING DEAD AND DECLINING BRANDSSameer Mathur
The document discusses strategies for revitalizing dead or declining brands. It provides examples of brands like Harley Davidson and Cadillac that successfully revived their brands by reinvesting in quality and distinctive styling. Reviving an old brand is often more feasible than launching a new one because old brands have existing brand awareness and equity. However, brands can decline due to issues like neglect, poor quality, price increases that don't match value, or failing to stay relevant to the target market. The document outlines guidelines for brand revivals, such as repositioning the brand, rebuilding quality, resisting the temptation to lower prices, and pursuing a carefully defined target market.
Matrix Metal casting company - Sanmar Groupgselva739
The Sanmar Foundries’ Unit 2 large flaskless moulding line was commissioned on 26 June 2008 at Viralimalai near Trichy. The sand foundry facilities will now have a capacity of 30,000 tonnes
per annum of steel castings.
Matrix Metals is a leading global supplier of finished steel cast components for the oil/gas, construction and mining, transportation and military sectors.
If you want to fail, assume there is an audienceHonza Marcinek
Presentation takes a deliberately provocative stance and is a personal view – there is after all, no official ‘philosophy’ about anything at Wieden+Kennedy – but it is my belief that our task as communicators is not merely nurturing enthusiasm, but overcoming indifference. For most people don’t care that much about our output. Brands and their communications just don’t matter that much to most people.
This white paper addresses common questions that small and midsize businesses have about marketing. It surveys leaders of small advertising agencies on how to measure marketing ROI, leverage social media, consider agency compensation alternatives, determine appropriate marketing budgets, and develop necessary marketing skills. The agency leaders provide candid answers and advice to help smaller businesses better understand and address their marketing challenges.
Denver Coach Federation Newsletter April 2012ICF Colorado
The document provides information about the upcoming Denver Coach Federation (DCF) monthly meeting in April 2012. It includes a message from the DCF President Marty Vondrell discussing the benefits of being involved in the DCF community. Details are provided about the general meeting speaker Jean DiGiovanna and her topic on creating impactful workshops and webinars. Information is also included about special interest group meetings before the general meeting on building coaching businesses and for experienced coaches. The document encourages DCF members to add a photo to their profile on the DCF website by April 11th to be entered to win a gift card and also calls for volunteers to get involved with the DCF in various roles.
This document discusses setting up a classroom integrated computing environment using netbooks without a dedicated computer lab. It describes choosing Ubuntu Linux over Windows for the netbooks and installing terminal services to allow access to Windows and Microsoft Office remotely. Setup details are provided around imaging, storage, and caching. Instructional software options and example classroom activities are listed. Challenges around updates, memory limits, and battery life are also noted.
THE BRAND GAP is the first book to present a unified theory of brand-building. Whereas most books on branding are weighted toward either a strategic or creative approach, this book shows how both ways of thinking can unite to produce a “charismatic brand”—a brand that customers feel is essential to their lives. In an entertaining two-hour read you’ll learn:
• the new definition of brand
• the five essential disciplines of brand-building
• how branding is changing the dynamics of competition
• the three most powerful questions to ask about any brand
• why collaboration is the key to brand-building
• how design determines a customer’s experience
• how to test brand concepts quickly and cheaply
• the importance of managing brands from the inside
This document discusses how to bridge the gap between business strategy and design through branding. It begins by defining what a brand is - a person's gut feeling about a product, service or organization. It then outlines five disciplines for building a strong brand: differentiation, collaboration, consistency, constancy and congruence. The document argues that an effective brand focuses on a clear message, brings together diverse teams to build the brand, and ensures all brand communications are consistent, continue over time and are true to the brand's identity.
The document is a presentation on how to bridge the gap between business strategy and design through branding. It discusses that a brand is defined by people's gut feelings about a product/service, not by logos/identities. It outlines the five disciplines of brand-building: differentiation, collaboration, consistency, constancy, and congruency. Differentiation involves focusing a brand's message, while collaboration means building a brand through many contributors like a cathedral is built.
This document discusses how the speed of business has increased dramatically due to factors like Moore's Law and the internet. This has led to greater marketplace clutter from too many products, features, advertisements, messages, and media channels. Companies initially try to combat this clutter with more clutter through things like additional features or advertisements. However, this usually backfires. Due to the clutter, the human mind blocks out most information and only processes a small amount. As a result, brand-to-brand competition has shifted from competing on things like resources or capital to competing to have one's brand stand out and be remembered in the cluttered marketplace.
From Retail to Wetail: the future of retail communicationAlessandro Panella
The retail landscape has changed dramatically over the last 10 years. New technologies have forced retailers to rethink their business models and the way they will engage with consumers and shoppers in the future.
“I think that a lot of retailers are facing up to the fact that the world is omni-channel or multichannel. The point is that retailers have to realize that they need to engage with shoppers whenever and wherever those shoppers are thinking about purchasing.” says Bryan Roberts from Kantar Retail in the latest Brand Z report about the most valuable Retailer Brands in 2012.
During that period of time we’ve seen a pure-play e-commerce retailer, Amazon, become the most valuable retailer brand in the world. The role of the physical store has changed – moving away from merchandising products to offering unique brand experiences. To put it in the words of Vittorio Radice, CEO of leading Italian department store La Rinascente, “We want to be the place where we know that the people shopping there are not actually shopping for products, they‘re shopping for an experience.”
This transformation is happening everywhere. Discounters have recognized the need to reinvent themselves and provide better quality and service instead of just cheap prices as evidenced by the move of Aldi Süd in Germany who is planning to grow the share of branded products in its assortment to as much as 25%. Shoppers should no longer be called shoppers if one thinks about the traditional definition: “One who visits stores in search of merchandise or bargains.” The times when people were searching for just merchandise or bargains are gone. The explosion of social media and the many possible brand interactions have created a new breed of shoppers. These people want to have a say in what is sold, they join forces to gain better prices and are more than happy to share their experiences if they feel listened to.
So how do retail brands strive in such an environment? How will they engage with the new breed of shoppers? What does the future of retail communication look like? These are just some of the questions we will raise in this study and we hope that you’ll find the answers interesting.
A few slides of my class on "brand management" at the open university in ho chi minh city from dec 28 to jan7.
if you want more, you´ll have to join us...
christian
The document discusses the choice between global and national brands. It provides context on what brands are and how they can represent attributes, benefits, values, culture, personality and target users. The document then analyzes the top 20 most valuable global brands, with 14 being American companies. It argues that global brands can be successfully used worldwide, with some local adaptation, and that the perceived "globalness" of a brand can increase sales. The key conclusion is that companies should use global brands where possible and national brands where necessary.
Andrex, a leading toilet paper brand in the UK, faced competitive challenges in the 1980s from a new softer product. Instead of rational arguments, Andrex launched an advertising campaign featuring a playful Labrador puppy to tap into consumers' emotions. The campaign was highly successful and boosted Andrex's sales during this difficult time. The document discusses how many of the world's top brands, like Nike and Apple, have built strong emotional connections with consumers through their marketing, beyond rational product attributes. While appealing to emotions is powerful, brands must ensure a rational product basis and address any disconnects to maintain customer loyalty over time.
Branding Strategy SESSION 6
The document discusses branding strategies including brand equity, positioning, naming, sponsorship, licensing, co-branding, and brand development. It defines brand equity as the differential effect of knowing a brand name on customer response. Brands can be positioned at the attribute, benefit, or belief/value level. Desirable qualities for brand names include suggesting benefits, being memorable and distinctive. Licensing and co-branding can help leverage existing brand equity. Companies develop brands through line extensions, brand extensions, multiple brands, or new brands.
The 22 Immutable Laws Of Branding Biz -www.itworkss.comOnunkwo George
This document provides a summary of key concepts from the book "The 22 Immutable Laws of Branding" by Al Ries and Laura Ries. It summarizes 12 of the 22 branding laws discussed in the book, including the Law of Expansion, the Law of Contraction, the Law of Publicity, the Law of Advertising, the Law of the Word, and others. For each law, it provides a brief explanation and examples to illustrate how well-known brands have successfully applied or violated these branding laws. The overall summary aims to concisely outline some of the most important lessons around building powerful brands according to the authors.
Digital Natives, session 1: Digital RevolutionJan Algoed
The Internet's only been around for 15 years. However, historians are already comparing it with the Renaissance and the industrial revolution. And even though 15 years isn't a long time, the Internet has evolved dramatically. Resulting in very significant changes in the lives of both consumers and advertisers. This introductory session describes the impact the Internet has had on different sectors, several of which we highlight. We delve deeper into some of these during the following sessions.
The document discusses how to build a successful brand. It begins by dispelling myths about what a brand is not (e.g. it's not just a logo) and defines a brand as a person's gut feeling about a product, service, or organization. It emphasizes that brands are defined by individuals, not companies. The rest of the document provides tips for building a dynamic brand, including knowing your values, vision, and personality; differentiating yourself; staying focused; and being gutsy. It stresses that everything a company does influences its brand.
This white paper addresses common questions that small and midsize businesses have about marketing. It surveys leaders of small advertising agencies on how to measure marketing ROI, leverage social media, consider agency compensation alternatives, determine appropriate marketing budgets, and develop necessary marketing skills. The agency leaders provide candid answers and advice to help smaller businesses better understand and address their marketing challenges.
Denver Coach Federation Newsletter April 2012ICF Colorado
The document provides information about the upcoming Denver Coach Federation (DCF) monthly meeting in April 2012. It includes a message from the DCF President Marty Vondrell discussing the benefits of being involved in the DCF community. Details are provided about the general meeting speaker Jean DiGiovanna and her topic on creating impactful workshops and webinars. Information is also included about special interest group meetings before the general meeting on building coaching businesses and for experienced coaches. The document encourages DCF members to add a photo to their profile on the DCF website by April 11th to be entered to win a gift card and also calls for volunteers to get involved with the DCF in various roles.
This document discusses setting up a classroom integrated computing environment using netbooks without a dedicated computer lab. It describes choosing Ubuntu Linux over Windows for the netbooks and installing terminal services to allow access to Windows and Microsoft Office remotely. Setup details are provided around imaging, storage, and caching. Instructional software options and example classroom activities are listed. Challenges around updates, memory limits, and battery life are also noted.
THE BRAND GAP is the first book to present a unified theory of brand-building. Whereas most books on branding are weighted toward either a strategic or creative approach, this book shows how both ways of thinking can unite to produce a “charismatic brand”—a brand that customers feel is essential to their lives. In an entertaining two-hour read you’ll learn:
• the new definition of brand
• the five essential disciplines of brand-building
• how branding is changing the dynamics of competition
• the three most powerful questions to ask about any brand
• why collaboration is the key to brand-building
• how design determines a customer’s experience
• how to test brand concepts quickly and cheaply
• the importance of managing brands from the inside
This document discusses how to bridge the gap between business strategy and design through branding. It begins by defining what a brand is - a person's gut feeling about a product, service or organization. It then outlines five disciplines for building a strong brand: differentiation, collaboration, consistency, constancy and congruence. The document argues that an effective brand focuses on a clear message, brings together diverse teams to build the brand, and ensures all brand communications are consistent, continue over time and are true to the brand's identity.
The document is a presentation on how to bridge the gap between business strategy and design through branding. It discusses that a brand is defined by people's gut feelings about a product/service, not by logos/identities. It outlines the five disciplines of brand-building: differentiation, collaboration, consistency, constancy, and congruency. Differentiation involves focusing a brand's message, while collaboration means building a brand through many contributors like a cathedral is built.
This document discusses how the speed of business has increased dramatically due to factors like Moore's Law and the internet. This has led to greater marketplace clutter from too many products, features, advertisements, messages, and media channels. Companies initially try to combat this clutter with more clutter through things like additional features or advertisements. However, this usually backfires. Due to the clutter, the human mind blocks out most information and only processes a small amount. As a result, brand-to-brand competition has shifted from competing on things like resources or capital to competing to have one's brand stand out and be remembered in the cluttered marketplace.
From Retail to Wetail: the future of retail communicationAlessandro Panella
The retail landscape has changed dramatically over the last 10 years. New technologies have forced retailers to rethink their business models and the way they will engage with consumers and shoppers in the future.
“I think that a lot of retailers are facing up to the fact that the world is omni-channel or multichannel. The point is that retailers have to realize that they need to engage with shoppers whenever and wherever those shoppers are thinking about purchasing.” says Bryan Roberts from Kantar Retail in the latest Brand Z report about the most valuable Retailer Brands in 2012.
During that period of time we’ve seen a pure-play e-commerce retailer, Amazon, become the most valuable retailer brand in the world. The role of the physical store has changed – moving away from merchandising products to offering unique brand experiences. To put it in the words of Vittorio Radice, CEO of leading Italian department store La Rinascente, “We want to be the place where we know that the people shopping there are not actually shopping for products, they‘re shopping for an experience.”
This transformation is happening everywhere. Discounters have recognized the need to reinvent themselves and provide better quality and service instead of just cheap prices as evidenced by the move of Aldi Süd in Germany who is planning to grow the share of branded products in its assortment to as much as 25%. Shoppers should no longer be called shoppers if one thinks about the traditional definition: “One who visits stores in search of merchandise or bargains.” The times when people were searching for just merchandise or bargains are gone. The explosion of social media and the many possible brand interactions have created a new breed of shoppers. These people want to have a say in what is sold, they join forces to gain better prices and are more than happy to share their experiences if they feel listened to.
So how do retail brands strive in such an environment? How will they engage with the new breed of shoppers? What does the future of retail communication look like? These are just some of the questions we will raise in this study and we hope that you’ll find the answers interesting.
A few slides of my class on "brand management" at the open university in ho chi minh city from dec 28 to jan7.
if you want more, you´ll have to join us...
christian
The document discusses the choice between global and national brands. It provides context on what brands are and how they can represent attributes, benefits, values, culture, personality and target users. The document then analyzes the top 20 most valuable global brands, with 14 being American companies. It argues that global brands can be successfully used worldwide, with some local adaptation, and that the perceived "globalness" of a brand can increase sales. The key conclusion is that companies should use global brands where possible and national brands where necessary.
Andrex, a leading toilet paper brand in the UK, faced competitive challenges in the 1980s from a new softer product. Instead of rational arguments, Andrex launched an advertising campaign featuring a playful Labrador puppy to tap into consumers' emotions. The campaign was highly successful and boosted Andrex's sales during this difficult time. The document discusses how many of the world's top brands, like Nike and Apple, have built strong emotional connections with consumers through their marketing, beyond rational product attributes. While appealing to emotions is powerful, brands must ensure a rational product basis and address any disconnects to maintain customer loyalty over time.
Branding Strategy SESSION 6
The document discusses branding strategies including brand equity, positioning, naming, sponsorship, licensing, co-branding, and brand development. It defines brand equity as the differential effect of knowing a brand name on customer response. Brands can be positioned at the attribute, benefit, or belief/value level. Desirable qualities for brand names include suggesting benefits, being memorable and distinctive. Licensing and co-branding can help leverage existing brand equity. Companies develop brands through line extensions, brand extensions, multiple brands, or new brands.
The 22 Immutable Laws Of Branding Biz -www.itworkss.comOnunkwo George
This document provides a summary of key concepts from the book "The 22 Immutable Laws of Branding" by Al Ries and Laura Ries. It summarizes 12 of the 22 branding laws discussed in the book, including the Law of Expansion, the Law of Contraction, the Law of Publicity, the Law of Advertising, the Law of the Word, and others. For each law, it provides a brief explanation and examples to illustrate how well-known brands have successfully applied or violated these branding laws. The overall summary aims to concisely outline some of the most important lessons around building powerful brands according to the authors.
Digital Natives, session 1: Digital RevolutionJan Algoed
The Internet's only been around for 15 years. However, historians are already comparing it with the Renaissance and the industrial revolution. And even though 15 years isn't a long time, the Internet has evolved dramatically. Resulting in very significant changes in the lives of both consumers and advertisers. This introductory session describes the impact the Internet has had on different sectors, several of which we highlight. We delve deeper into some of these during the following sessions.
The document discusses how to build a successful brand. It begins by dispelling myths about what a brand is not (e.g. it's not just a logo) and defines a brand as a person's gut feeling about a product, service, or organization. It emphasizes that brands are defined by individuals, not companies. The rest of the document provides tips for building a dynamic brand, including knowing your values, vision, and personality; differentiating yourself; staying focused; and being gutsy. It stresses that everything a company does influences its brand.
A 7-minute presentation given by Laura Seargeant Richardson, Principal Designer, frog design at ToyCon 2009, on the topic: "We Are All Designers of Play." Introduces the core attributes of: Reinvent, Rejuvenate, Reflect for toy companies to consider when designing next generation products.
1. The document discusses 22 immutable laws of branding, including the laws of expansion, contraction, publicity, advertising, the word, credentials, quality, the category, the name, extensions, fellowship, the generic, the company, sub-brands, siblings, shape, colour, borders, and consistency.
2. Some key points are that brands become stronger when their focus is narrowed, brands are built with publicity and maintained with advertising, brands should strive to own a word in consumers' minds, quality alone does not build brands, and brands should promote their category rather than just the brand. Consistency is important and brands should not change over time.
3. Global branding allows brands to increase their market by growing
The document discusses 8 criteria for evaluating potential names for branding and naming projects. It provides examples of names the company Design Kompany has created, and then each of the 8 numbered sections discusses one criteria for evaluating names, such as being memorable, fun to say, relevant, unique, surprising, evocative, playful, and the right fit. The document encourages taking time with the naming process and gives contact information for Design Kompany.
The document discusses the concept of divergence and how it leads to the creation of new brands, products, categories and species. Some key points:
1) Divergence occurs when an existing branch/species splits off in a new direction, similar to how Darwin described new species arising. This principle applies to the development of new brands and product categories.
2) Many modern categories and brands arose through divergence from earlier products - examples given include types of TVs, computers, cameras, cars and food brands.
3) Entrepreneurs are encouraged to look for opportunities to diverge from existing categories by identifying new directions a product or market could take to create something new.
4) Anticip
The document discusses the concept of divergence and how it leads to the creation of new brands, products, categories and species. Some key points:
1) Divergence occurs when an existing branch splits off in a new direction, similar to how Darwin's theory of evolution describes new species arising. This principle applies to the development of new brands and product categories.
2) Many modern categories and brands arose through divergence from earlier products - examples include types of TVs, computers, smartphones and cars. New categories like cable TV, laptops and SUVs were created through brands diverging in new directions.
3) For companies, deliberately pursuing divergence through new brands is more effective than just improving existing products. It
Crumpler is an Australian bag company known for its unique and colorful designs. It began as a messenger bag company in the 1990s and has since expanded into camera bags, laptop bags, and other products. Crumpler emphasizes durable materials and innovative features in its bag designs. Its main competitors offer more classic, minimalist styles at slightly lower price points but lack Crumpler's emphasis on design and functionality.
Explore the essential graphic design tools and software that can elevate your creative projects. Discover industry favorites and innovative solutions for stunning design results.
Architectural and constructions management experience since 2003 including 18 years located in UAE.
Coordinate and oversee all technical activities relating to architectural and construction projects,
including directing the design team, reviewing drafts and computer models, and approving design
changes.
Organize and typically develop, and review building plans, ensuring that a project meets all safety and
environmental standards.
Prepare feasibility studies, construction contracts, and tender documents with specifications and
tender analyses.
Consulting with clients, work on formulating equipment and labor cost estimates, ensuring a project
meets environmental, safety, structural, zoning, and aesthetic standards.
Monitoring the progress of a project to assess whether or not it is in compliance with building plans
and project deadlines.
Attention to detail, exceptional time management, and strong problem-solving and communication
skills are required for this role.
Discovering the Best Indian Architects A Spotlight on Design Forum Internatio...Designforuminternational
India’s architectural landscape is a vibrant tapestry that weaves together the country's rich cultural heritage and its modern aspirations. From majestic historical structures to cutting-edge contemporary designs, the work of Indian architects is celebrated worldwide. Among the many firms shaping this dynamic field, Design Forum International stands out as a leader in innovative and sustainable architecture. This blog explores some of the best Indian architects, highlighting their contributions and showcasing the most famous architects in India.
Practical eLearning Makeovers for EveryoneBianca Woods
Welcome to Practical eLearning Makeovers for Everyone. In this presentation, we’ll take a look at a bunch of easy-to-use visual design tips and tricks. And we’ll do this by using them to spruce up some eLearning screens that are in dire need of a new look.
International Upcycling Research Network advisory board meeting 4Kyungeun Sung
Slides used for the International Upcycling Research Network advisory board 4 (last one). The project is based at De Montfort University in Leicester, UK, and funded by the Arts and Humanities Research Council.
19. WHY IS BRANDING SO HOT?
1 People have too many choices and too little time
2 Most offerings have similar quality and features
3 We tend to base our buying choices on trust
NEUTRONLLC.COM
20. THERE ARE 1,349 CAMERAS ON THE MARKET.
HOW DO YOU DECIDE WHICH ONE TO BUY?
NEUTRONLLC.COM
26. THIS SELECTION FROM INTERBRAND’S TOP 100 LIST
SHOWS WHY BRANDS ARE WORTH PROTECTING:
2001 % CHANGE BRAND VALUE
BRAND BRAND VALUE BRAND VS. AS % OF
NAME ($MM) PREVIOUS YEAR MARKET CAP
COCA-COLA 68,945 -5% 61%
MICROSOFT 65,068 -7% 17%
IBM 52,752 -1% 27%
FORD 30,092 -17% 66%
MERCEDES 21,728 +3% 48%
HONDA 14,638 -4% 33%
BMW 13,858 +7% 62%
KODAK 10,801 -9% 82%
GAP 8,746 -6% 35%
NIKE 7,589 -5% 66%
PEPSI 6,214 -6% 9%
XEROX 6,019 -38% 93%
APPLE 5,464 -17% 66%
STARBUCKS 1,757 +32% 21%
NEUTRONLLC.COM
27. COKE’S MARKET CAP,
INCLUDING BRAND VALUE:
$120 BILLION
WITHOUT THE BRAND,
COKE’S GLASS WOULD
BE HALF EMPTY.
COKE’S MARKET CAP,
NOT INCLUDING BRAND VALUE:
$50 BILLION
NEUTRONLLC.COM
28. The main purpose of branding is to get
more people to buy more stuff
for more years at a higher price.
NEUTRONLLC.COM
34. DOES THE LEFT BRAIN KNOW WHAT THE RIGHT BRAIN IS DOING?
NEUTRONLLC.COM
35. When both sides work together,
you can build a charismatic brand.
NEUTRONLLC.COM
36. A CHARISMATIC BRAND is any product,
service, or organization for which
people believe there’s no substitute.
NEUTRONLLC.COM
37. QUIZ : NEUTRONLLC.COM
Which of these brands are charismatic?
AMAZON HITACHI OXO GOODGRIPS
APPLE HOME DEPOT PEPSI-COLA
BURGER KING IKEA PRELL
COLDWATER CREEK KMART RCA
DASANI KRISPY KREME REEBOK
DISNEY LEVI’S RUBBERMAID
DK BOOKS LONGS DRUGS SAFEWAY
EVEREADY MACY’S SAMSUNG
FORD MINI COOPER SEARS
GENERAL ELECTRIC NEWSWEEK SOUTHWEST AIRLINES
GOOGLE NISSAN UNITED ARTISTS
HANES NORDSTROM VIRGIN
38. QUIZ : NEUTRONLLC.COM
Which of these brands are charismatic?
AMAZON HITACHI OXO GOODGRIPS
APPLE HOME DEPOT PEPSI-COLA
BURGER KING IKEA PRELL
COLDWATER CREEK KMART RCA
DASANI KRISPY KREME REEBOK
DISNEY LEVI’S RUBBERMAID
DK BOOKS LONGS DRUGS SAFEWAY
EVEREADY MACY’S SAMSUNG
FORD MINI COOPER SEARS
GENERAL ELECTRIC NEWSWEEK SOUTHWEST AIRLINES
GOOGLE NISSAN UNITED ARTISTS
HANES NORDSTROM VIRGIN
46. FEATURES BENEFITS EXPERIENCE IDENTIFICATION
“What it is” “What it does” “What you feel” “Who you are”
1900 1925 1950 2000
Marketing today is about creating tribes.
NEUTRONLLC.COM
47. People join different tribes for different activities.
DRIVING VOLKSWAGEN
READING AMAZON
COMPUTING DELL
SPORTS NIKE
COOKING WILLIAMS-SONOMA
BANKING CITIBANK
TRAVEL ORBITZ
NEUTRONLLC.COM
48. ON SUNDAYS THEY WORSHIP HARLEY,
GOD OF THE OPEN ROAD.
NEUTRONLLC.COM
63. THERE ARE THREE BASIC MODELS
FOR ORGANIZING BRAND COLLABORATION:
NEUTRONLLC.COM
64. The ONE-STOP SHOP NEUTRONLLC.COM
contains the resources C R E AT I V E
SERVICES
A DV E RT I S I N G
to develop and DIRECT
RESPONSE
steward the brand. RESEARCH
POP
D I S P L AY S
EXHIBITS
PUBLIC
IDENTITY
R E L AT I O N S SUPPLIERS
EVENTS PRODUCT
DESIGN
PROMOTIONS
P U B L I C AT I O N S BRAND
ST R AT E G Y
WEB
DESIGN
NAMING
PA C K A G I N G
ANNUAL
REPORTS
C O M PA N Y
65. ONE-STOP SHOP SCORECARD
Easy to manage Little choice of teams
Promise of consistency Little ownership of brand
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66. The BRAND AGENCY POP
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D I S P L AY S
hires best-of-breed C R E AT I V E
SERVICES
firms to help develop IDENTITY
RESEARCH
DIRECT
and steward the brand. RESPONSE
A DV E RT I S I N G
ANNUAL
REPORTS
SUPPLIERS
EVENTS
BRAND AGENCY PROMOTIONS
NAMING
BRAND
S T R AT E G Y
PA C K A G I N G
P U B L I C AT I O N S
PRODUCT
WEB DESIGN
DESIGN
PUBLIC
R E L AT I O N S
EXHIBITS
C O M PA N Y
68. The INTEGRATED MARKETING TEAM
is managed internally with open
collaboration among C R E AT I V E
S E RV I C E S
A DV E RT I S I N G
best-of-breed specialists.
RESEARCH
DIRECT
RESPONSE
ANNUAL IDENTITY
REPORTS
EVENTS
POP
D I S P L AY S
EXHIBITS
C O M PA N Y SUPPLIERS
PUBLIC
R E L AT I O N S
PROMOTIONS
WEB
DESIGN
PA C K A G I N G
BRAND
P U B L I C AT I O N S S T R AT E G Y
NAMING PRODUCT
DESIGN
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69. INTEGRATED MARKETING TEAM SCORECARD
Choice of teams Difficult to manage
Promise of consistency
Ownership of brand
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75. Like building a cathedral,
making a movie takes
hundreds of collaborators.
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76. JOEL DARTMOUTH
Smoocher Boy KELLY MARIN
Agent Sims TREVOR CARMICHAEL
Agent Townsend JOHN T. LANDON
Agent Kruzic SHARON BONDLY
Dijon PAUL DERAIN
Jean-Michel JACQUES SOUVERAIN
Keynes MICHAEL BRAND
Corelli STEVEN GOLDSTEIN
Johnston TRENT LOCKART
Billie JACKSON BARNES
Guards JOSEPH AKIO
TERENCE BRADLEY
MO DERENI
ROBERT UNDERHILL
KEN SILVER
Librarian HILARY PROPRIATO
Field Officer MICHAEL O. KELL
Bus Driver HECTOR ABONDAS
Night Guard NORMAN BRIER
Meter Maid STACY BRECKSTEIN
First Detective JOE KALEY
Second Detective BRIAN BELSEN
Beat Cop ABRAHAM LENDER
Parking Cop T. T. MCBRIDE
Helicopter Pilot VAN DERICKE
First Old Man JOHN R. CARLSON
Second Old Man VICTOR AMOS
Tax Collector SEAN O' KENNA
Stunt Coordinator JEFFREY ROCKEN
Assistant Stunt Coordinator DARREL TOM
Stunt DoublesCarlos
GEOFF WRIGHT
MARK CONTADINA
Mariana SUE SKENNIAN
Ajax CHARLIE MARQUETTE
Sgt. Santos VICTOR BANERAS
Carter F. C. CAMERON
Smoocher Boy TELLIE PANOPOULIS
Agent Sims MARTIN AIRES
Agent Townsend STEFAN C. KAISER
Dijon BILL MOORE
Stunts
STEVE ADRIAN BENJAMIN BARKELEY TONY BEAUJOLAIS
BOB CARTER GORDON COLERIDGE IVAN DEVERSON
MICKEY DISANTIS JILLIAN DRUCKER JOE EVANS
MIKE FLANAGAN BILL GEORGE JULIA HARRISON
GEOFF IPSWICH MICHAEL KANTER KENNETH KITTRIDGE
BARRIE LAWRENCE TERRY LEVINSON TED MARSTEN
JACKIE MACDOUGAL GREG NEVILSON BOB OSBORNE
JAMES PETRICKE PETE POLSON RAY TELSON
MARY STAUFFACHER FREDDIE STEEN CAB UPTON
CORNELIA THERRIEN JEREMY TRICKETT PETER YOUNG
RAUL VALERIA RONALD DEAVER-WEBB ROBERT G. RUNYAN
Hong Kong Kung Fu Team
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YUAN Tiger CHU CHEN Dragon SEN
77. Manners and Modes Supervisor FRANCIE MAS
Storyboard Artists CAREN THOMASON
MIGUEL TRASERO
FRANCES CHU
PEDRO BOGANILLO
Art Department Researcher NUALA CORIAN
Art Department Coordinator TRACY COLLISTON
Conceptual Designer SERGIO MOLO
Graphics BENJAMIN HIRASUNA
Illustrator STEPHANIE RAND
Set Designers GERI DEMONDE
STELLAN GRETZKE
MADELINE BARR
LANCE DUNSTABLE
MARCO DIPAOLO
DEN MCENERY
Set Decorators LISA BARHAM
DRU LEE MANNING
CARRIE DUNE
Script Supervisor MARIE BELLEAU
Camera Operator PAUL POLITO
Steadycam Operator ROCK HANDLER
1st Assistant Camera GORDON ALBRIGHT
2nd Assistant Camera CRIS MORTEN
Still Photographer BARRIE M. HORST
Sound Recordist JACOB TREIB
Boom Operators HORACE STEIN
THOM CARRABINE
Video Operator ART KELLEHER
LUCIANO PROPRIO
Props DAVID BELL
Property Master ZUZU MANHEIM
KAREN CAROLUS
J. D. WHEATLY
Action Vehicle Coordinators WILLIAM TREVANT
Gaffer STU JEFFERSON
Best Boy JOSH KNIPPLE
Rigged Gaffers COLIN FARRINGDON
PETER STANISLOV
KIT GOINES
BENNIE JAMESON
RICK DEMIS
STANLEY FREY
G. G. NEWMAN
Key Grip DAVID WEINBERG
Head Grip RICKY MONROE
Dolly Grips WILLI STRASBURG
STAN BENTON
CHARLES CRIVORN
NORM LOFGREN
VIC DOLAN
GIORGIO VIVATO
Rigging Grip TEL STEPHENOPOLIS
Make-up Artists TRINI GONZALEZ
MARCI STEIN
BELINDA MCNAIR
CARI DUNN
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MICHELLE TONAS
ROBERTO BELLINI
78. Dig Composite Supv TIM CURRIE
DONALD VERES
Digital Compositors DAVID HUSSEIN
BRIDGET QUESTED
Background Artists FRANCESCA ROTI
GREG STONE
CGI Lead Animators WILL SUTTON
INGE JOHANSSON
CGI Animators DREW CRAIN
URSULA BIERSCH
VISUAL LOGIC, LLC
VFX Supervisor JARED BAGMAN
Programmer KAROL CONST
System Admin RANDY HARDWICK
Production Admin MAL GERICKE
Production Aide CASS MONAHAN
Producer PATRICE ARNEM
Scene Graphics PEDRO CARILLO
CGI Artist Coord SANDY PRIESTLY
CGI Artists JOHN LANGORF
BRENDA CALE
CGI Designer MARK THOMAS
KYLE M. SULLIVAN
Compositors PATRICK MAHONEY
STAV PROMIDES
MARGRIET BILL
TANIA SHAUB
BENNET JURIAN
I/O Supervisor CHUCK TRALIK
Assorted Visual Effects PENNY GARCIA
Color Toner GRAYSON TRUE
Negative Cutter SLIM DELGADO
Titles Designed by BATOUTAHELL, INC
Opticals by PACIFIC DREAMS, LLC
Soundtrack Album on ARTISTIC RECORDS, INC.
Microscopic Cinematography by JAY FLAMMER
`The Producers Wish to Thank the Following
NASA
CITY OF NEW YORK
THE MARITIME CENTER OF SYDNEY
LOS ANGELES POLICE
THE CITY OF BEND, OREGON
SULTAN OF BRUNEI
Filmed on Location in
CAPE KENNEDY
NEW YORK CITY
SYDNEY, AUSTRALIA
LOS ANGELES, CALIFORNIA
BEND, OREGON
Filmed with OMNIVISON Cameras and Lenses
NEUTRONLLC.COM Color by COLORLAB, INC.
Prints by VISTACHROME
106. For products that sell at retail,
the package
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107. The hardest-working packages follow
a natural reading sequence.
THE SHOPPER :
1 Notices the package
2 Asks “What is it?”
3 Wonders “Why should I care?”
4 Wants to be persuaded
5 Needs proof
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108. By presenting information
to match this sequence,
a package can sell the
product more effectively.
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109. If you communicate with your customers
ONLINE , your website needs to follow
a SIMILAR reading sequence, one that
supplies users with ONLY the information
they need, instead of trying to squeeze
EVERYTHING onto the home page
LIKE THIS and making your users do
ALL the work, which will undoubtedly
cause them to LEAVE, when all you
really have to do is ask yourself this
SIMPLE QUESTION : NEUTRONLLC.COM
162. The more
D I S T R I B U T E D
a brand becomes,
the stronger its management needs to be.
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163. What your company needs is a CBO,
or CHIEF BRANDING OFFICER .
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164. THE CBO FORMS A HUMAN BRIDGE BETWEEN LOGIC AND MAGIC, STRATEGY AND DESIGN.
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165. C U LT I V AT I O N D I F F E R E N T I AT I O N
V A L I D AT I O N C O L L A B O R AT I O N
I N N O V AT I O N
BY MASTERING THE FIVE DISCIPLINES OF BRANDING, THE COMPANY CREATES A VIRTUOUS CIRCLE.
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166. WITH EVERY TURN AROUND THE CIRCLE, THE VALUE OF THE BRAND SPIRALS HIGHER.
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169. ABOUT THE AUTHOR
Marty Neumeier is president of a San Francisco-based
brand consultancy, Neutron LLC. Neutron supplies the “glue”
that holds brands together: brand education programs, seminars,
workshops, creative audits, process planning, and more.
Visit www.neutronllc.com.
170. Need books for your branding team?
Bulk discounts on the THE BRAND GAP are
available for educational and corporate groups.
Contact BECKY.MORGAN@PEACHPIT.COM.
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