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
What kind of name will work hardest for you? Should the name literally describe the offering, or should it suggest a benefit? Is it better to imply an idea, or to invoke a brand’s history? Getting the answer to these questions will help you choose the right name. But before you can do that, you have to know your options.
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.
What kind of name will work hardest for you? Should the name literally describe the offering, or should it suggest a benefit? Is it better to imply an idea, or to invoke a brand’s history? Getting the answer to these questions will help you choose the right name. But before you can do that, you have to know your options.
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.
Julian Cole, Head of Communications Planning at BBH, gave this presentation at "Ambidexterity 2," the VCU Brandcenter's Executive Education program for account planning on June 23rd at the VCU Brandcenter in Richmond, VA.
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
Planning Hype - Engineering hype before a product launchJulian Cole
For more strategy resources sign up to Planning Dirty at https://www.planningdirty.com/newsletter
The following is a guide for how to create excitement around a product before it has launched.
This is critical for how to market music, movies and games where the first-week window is critical.
The presentation was created by Julian Cole and Melissa Pepers.
Steal This Idea: The Originality Scale / By Marty NeumeierLiquid Agency
In an age of nonstop innovation, companies and individuals with original ideas have a distinct advantage over those who don’t. Why? Because original ideas are at the heart of innovation, differentiation, and brand transformation. The Originality Scale is a simple way to categorize your ideas according to the knowledge and imagination that informs them.
6 steps to creating a Social Media StrategyJulian Cole
Pay with a tweet to download the presentation - goo.gl/5Jw21
This presentation is part of the Skillshare class I taught on 'Creating a great Social Media Strategy'. I am teaching 'A crash course in Digital Strategy' on February 11th. You can sign up to the online course for $20 - http://skl.sh/VOj2ol
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.
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.
A Planner's Playbook - Everything I learned about planning at Miami Ad School...Sytse Kooistra
After being in advertising for 4 years, I needed some new guidance and inspiration as a strategist. And that is exactly what I found: I spent the summer of 2013 with 17 other (soon to be) planners from all over the world attending the Account Planning Bootcamp at Miami Ad School New York.
Thanks to the 38 industry heroes and instructors that shared their knowledge and coached us in those 3 months, I learned more than I ever could imagine about planning.
'A Planner's Playbook' is my attempt to summarize all that wisdom in 30 short nuggets (or plays, to stick with the metaphor of a playbook) and share it with you. I left out all the difficult frameworks and models and kept in simple by just stating, in my opinion (and in that of my instructors), what a planner should be and do.
Enjoy reading.
This is a fantastic presentation from Marty Neumeier from his book Zag. If you are short of time skip to slides 63 - 68 to see the evolution from marketing to branding. Love it.
Julian Cole, Head of Communications Planning at BBH, gave this presentation at "Ambidexterity 2," the VCU Brandcenter's Executive Education program for account planning on June 23rd at the VCU Brandcenter in Richmond, VA.
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
Planning Hype - Engineering hype before a product launchJulian Cole
For more strategy resources sign up to Planning Dirty at https://www.planningdirty.com/newsletter
The following is a guide for how to create excitement around a product before it has launched.
This is critical for how to market music, movies and games where the first-week window is critical.
The presentation was created by Julian Cole and Melissa Pepers.
Steal This Idea: The Originality Scale / By Marty NeumeierLiquid Agency
In an age of nonstop innovation, companies and individuals with original ideas have a distinct advantage over those who don’t. Why? Because original ideas are at the heart of innovation, differentiation, and brand transformation. The Originality Scale is a simple way to categorize your ideas according to the knowledge and imagination that informs them.
6 steps to creating a Social Media StrategyJulian Cole
Pay with a tweet to download the presentation - goo.gl/5Jw21
This presentation is part of the Skillshare class I taught on 'Creating a great Social Media Strategy'. I am teaching 'A crash course in Digital Strategy' on February 11th. You can sign up to the online course for $20 - http://skl.sh/VOj2ol
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.
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.
A Planner's Playbook - Everything I learned about planning at Miami Ad School...Sytse Kooistra
After being in advertising for 4 years, I needed some new guidance and inspiration as a strategist. And that is exactly what I found: I spent the summer of 2013 with 17 other (soon to be) planners from all over the world attending the Account Planning Bootcamp at Miami Ad School New York.
Thanks to the 38 industry heroes and instructors that shared their knowledge and coached us in those 3 months, I learned more than I ever could imagine about planning.
'A Planner's Playbook' is my attempt to summarize all that wisdom in 30 short nuggets (or plays, to stick with the metaphor of a playbook) and share it with you. I left out all the difficult frameworks and models and kept in simple by just stating, in my opinion (and in that of my instructors), what a planner should be and do.
Enjoy reading.
This is a fantastic presentation from Marty Neumeier from his book Zag. If you are short of time skip to slides 63 - 68 to see the evolution from marketing to branding. Love it.
The Affordable Care Act and Businesses Where People are the Keylcatchpole
ACA is coming. It will be the biggest business change since the Internet. Businesses have the opportunity to change the future of healthcare inthe US. Business' know how to control costs. Businesses (mostly) care about their employees.
Here we talk to the high level forces at work in healthcare including ACA.
And here we talk to things employers can do to take control of healthcare costs - before they no longer can.
Susan Parnell - Macro-demographic trends of significance for health and devel...Jeff Knezovich
In this presentation given for the IDS seminar 'Global demographic shifts: The 21st century burden of disease', Professor Sue Parnell examines major shifts in global demographics -- especially regarding urbanisation -- and their implications for national health systems. In particular, she argues the the development studies community must recognise that the poorest are living in cities, and are no longer farmers living in the countryside.
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
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.
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.
Innovation is nothing without inspiration. Going an innovation journey to develop new products, services or business models, as such involves a lot of inspiration hunting. And this inspiration can come from everywhere.
This is a presentation I gave at the opening of the 2010 Branding Conference in South Africa. The 45 minutes allocated was too short to go into much detail so the presentation just touches on key issues in managing brands in turbulence, something that brand managers and strategists are going to have to get used to doing. Some of the slides require a talking head in front of them, but I hope that the general message of the presentation comes through. The use of a strategy canvas to develop a brand positioning is based on the excellent Blue Ocean Strategy work of W. Chan Kim and Renee Mauborgne. I also used Philip Kotler and John A. Caslione's Chaotics as a reference book.
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
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20. THERE ARE 1,349 CAMERAS ON THE MARKET.
HOW DO YOU DECIDE WHICH ONE TO BUY?
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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%
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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
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28. The main purpose of branding is to get
more people to buy more stuff
for more years at a higher price.
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34. DOES THE LEFT BRAIN KNOW WHAT THE RIGHT BRAIN IS DOING?
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35. When both sides work together,
you can build a charismatic brand.
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36. A CHARISMATIC BRAND is any product,
service, or organization for which
people believe there’s no substitute.
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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.
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47. People join different tribes for different activities.
DRIVING VOLKSWAGEN
READING AMAZON
COMPUTING DELL
SPORTS NIKE
COOKING WILLIAMS-SONOMA
BANKING CITIBANK
TRAVEL ORBITZ
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48. ON SUNDAYS THEY WORSHIP HARLEY,
GOD OF THE OPEN ROAD.
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63. THERE ARE THREE BASIC MODELS
FOR ORGANIZING BRAND COLLABORATION:
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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
NEUTRONLLC.COM
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
NEUTRONLLC.COM is often the best and last chance to make a sale.
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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