This document provides an overview of branding and the five disciplines of brand-building: differentiation, collaboration, focus, brand extensions, and brand stewardship. It discusses how branding has become more important as choices have increased. A brand is defined as a person's gut feeling about a product/service/organization. Building a strong brand requires mastering the five disciplines: 1) differentiating through benefits and experiences instead of features; 2) collaborating either internally, through agencies, or hybrid models; 3) maintaining focus and avoiding ill-considered extensions; 4) developing brand extensions strategically; and 5) stewarding the brand over time through various collaborators.
This document provides an overview of branding and the five disciplines of brand-building: differentiation, collaboration, focus, brand extensions, and brand stewardship. It discusses how branding has become more important as choices have increased. A brand is defined as a person's gut feeling about a product/service/organization. Building a strong brand requires mastering the five disciplines: 1) differentiating through benefits and experiences instead of features; 2) collaborating either internally, through agencies, or hybrid models; 3) maintaining focus and avoiding ill-considered extensions; 4) developing brand extensions strategically; and 5) stewarding the brand over time through various collaborators.
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.
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
The Dictionary of Brand by Marty NeumeierLiquid Agency
The Dictionary of Brand: Sponsored by Google. Written by Marty Neumeier. Designed by Liquid.
Before Google came on the scene, advertising was little more than one-way communication—companies talking “at” their customers instead of “with” their customers. But thanks to web communications, customers can now “talk back” to companies, turning brand-building into job one for all competitive businesses. Google recently established BrandLab, an innovative workshop-based program and collaborative center dedicated to helping brands get the most out of the web through education, inspiration, and hands-on practice. One of BrandLab’s first acts was to publish The Dictionary of Brand. Google asked Liquid to write and design this groundbreaking book—no easy task in a world where definitions are evolving daily.
Sponsored by Google. Designed in Silicon Valley by Liquid.
Liquid’s Director of Transformation, Marty Neumeier, has written several definitive books on brand strategy, including The Brand Gap, Zag, and The Designful Company. Now he’s written an exciting reference that is destined to join these titles on every brand-builder’s desk: The Dictionary of Brand. The new book—commissioned by Google—is a “relational” glossary containing 500 interconnected terms in brand strategy, advertising, design, innovation, and management. As part of their curriculum to help companies build their brands and connect with global customers, Google BrandLab provides copies of The Dictionary of Brand to every agency and client it collaborates with—a roster that includes companies such as Capital One, Coca-Cola, and Toyota.
Why a dictionary?
Brands are increasingly built by specialists, and specialists can only succeed through collaboration, which depends on a common language. The Dictionary of Brand is the first step in creating a “linguistic foundation”—a set of terms that allow specialists from different disciplines to work together in a larger community of practice. Although many of the terms are widely used by brand specialists, some haven’t yet appeared in other dictionaries. There are no copyright restrictions on republishing any these definitions word for word; all that’s needed is a credit line.
Want a copy, here you go!
As Marty Neumeier says, “Brand is the most powerful business tool since the spreadsheet.” Since we are in the business of helping companies build brand values, we are making The Brand Dictionary—otherwise available only to BrandLab participants—available free online as a SlideShare document. Download your copy of The Brand Dictionary and begin redefining the ways we speak and think about brand experience.
The document discusses how to approach big ideas in today's digital world. It advocates defining the creative brief, big idea, and engagement strategy in a more participatory way that considers how technologies and culture have changed. Specifically, it recommends:
1) Fueling the brief by understanding real problems and how audiences participate rather than just saying things at people.
2) Defining ideas as platforms that live on and are generous, multifaceted, responsive, and propagated rather than just TV campaigns.
3) Awesifying ideas by building ecosystems and engagement strategies tailored to cultural behaviors on channels like social networks, rather than just disrupting them.
4) Using the RISE framework to recruit,
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.
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 document provides an overview of branding and the five disciplines of brand-building: differentiation, collaboration, focus, brand extensions, and brand stewardship. It discusses how branding has become more important as choices have increased. A brand is defined as a person's gut feeling about a product/service/organization. Building a strong brand requires mastering the five disciplines: 1) differentiating through benefits and experiences instead of features; 2) collaborating either internally, through agencies, or hybrid models; 3) maintaining focus and avoiding ill-considered extensions; 4) developing brand extensions strategically; and 5) stewarding the brand over time through various collaborators.
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.
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
The Dictionary of Brand by Marty NeumeierLiquid Agency
The Dictionary of Brand: Sponsored by Google. Written by Marty Neumeier. Designed by Liquid.
Before Google came on the scene, advertising was little more than one-way communication—companies talking “at” their customers instead of “with” their customers. But thanks to web communications, customers can now “talk back” to companies, turning brand-building into job one for all competitive businesses. Google recently established BrandLab, an innovative workshop-based program and collaborative center dedicated to helping brands get the most out of the web through education, inspiration, and hands-on practice. One of BrandLab’s first acts was to publish The Dictionary of Brand. Google asked Liquid to write and design this groundbreaking book—no easy task in a world where definitions are evolving daily.
Sponsored by Google. Designed in Silicon Valley by Liquid.
Liquid’s Director of Transformation, Marty Neumeier, has written several definitive books on brand strategy, including The Brand Gap, Zag, and The Designful Company. Now he’s written an exciting reference that is destined to join these titles on every brand-builder’s desk: The Dictionary of Brand. The new book—commissioned by Google—is a “relational” glossary containing 500 interconnected terms in brand strategy, advertising, design, innovation, and management. As part of their curriculum to help companies build their brands and connect with global customers, Google BrandLab provides copies of The Dictionary of Brand to every agency and client it collaborates with—a roster that includes companies such as Capital One, Coca-Cola, and Toyota.
Why a dictionary?
Brands are increasingly built by specialists, and specialists can only succeed through collaboration, which depends on a common language. The Dictionary of Brand is the first step in creating a “linguistic foundation”—a set of terms that allow specialists from different disciplines to work together in a larger community of practice. Although many of the terms are widely used by brand specialists, some haven’t yet appeared in other dictionaries. There are no copyright restrictions on republishing any these definitions word for word; all that’s needed is a credit line.
Want a copy, here you go!
As Marty Neumeier says, “Brand is the most powerful business tool since the spreadsheet.” Since we are in the business of helping companies build brand values, we are making The Brand Dictionary—otherwise available only to BrandLab participants—available free online as a SlideShare document. Download your copy of The Brand Dictionary and begin redefining the ways we speak and think about brand experience.
The document discusses how to approach big ideas in today's digital world. It advocates defining the creative brief, big idea, and engagement strategy in a more participatory way that considers how technologies and culture have changed. Specifically, it recommends:
1) Fueling the brief by understanding real problems and how audiences participate rather than just saying things at people.
2) Defining ideas as platforms that live on and are generous, multifaceted, responsive, and propagated rather than just TV campaigns.
3) Awesifying ideas by building ecosystems and engagement strategies tailored to cultural behaviors on channels like social networks, rather than just disrupting them.
4) Using the RISE framework to recruit,
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.
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.
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.
Steal This Idea: The No-process Process / By Marty NeumeierLiquid Agency
Designers have been touting process for decades. Why? Because clients need reassurance that their investment is safe. By turning creativity into a rational business process, designers have persuaded companies to trust them with mission-critical projects and substantial budgets. Process equals predictability. But what does the rational process really predict? Unfortunately, only sameness. If you want real innovation, you’ll need a much different process.
Steal This Idea: The Robot Curve / By Marty NeumeierLiquid Agency
Ever wonder why your skills are constantly out of date? Why your company is always falling behind competitors? Why so many jobs and projects are being outsourced? The Robot Curve is a simple model of innovation that shows how new processes, businesses, and technologies continuously destroy old ones as they create new opportunities for wealth. Where are you on the curve?
The document outlines 17 checkpoints for designing a brand called a "Zag". The checkpoints focus on defining key elements of the brand including differentiation, communication, focus, and trend. Some of the checkpoints include defining the brand's purpose and vision, identifying trends to capitalize on, determining what makes the brand uniquely different, crafting explanations of the brand through a "trueline" and tagline, and aligning all communications to spread the brand's message. The overall goal of the checkpoints is to help create a strongly differentiated and focused brand identity.
How to Create a Killer Creative Brief with Wild AlchemyUnited Adworkers
United Adworkers had the honor of hosting Lynette Xanders with Wild Alchemy to share her incredible knowledge and insights on "How to Create a Killer Creative Brief". For more information about Wild Alchemy and Lynette Xanders, visit WildAlchemy.com.
This document provides branding strategies and recommendations for navigating branding challenges during an economic downtroubled economy. It discusses the importance of simplifying brand architecture, tapping into consumer psychology, and aligning branding messages. Specific strategies recommended include defaulting to a branded house model, leveraging prototype theory to simplify branding, using phonetic symbolism in names, focusing on engaging consumer experiences, and connecting messages to established brand voices and narratives. Case studies are also presented on rebranding efforts by Motorola and aligning messages with the Ronald Reagan brand platform.
The document is a presentation on creative planning given by Leon Phang at Miami Ad School. It discusses how creative planning is important to combine creativity and strategy. Phang believes the key is to be both creatively inspiring and relevant/differentiating. The rest of the presentation will cover the "creative domain" and tools for filling it. Strategic planning is important to get the basics right and avoid teams getting lost in the process without proper planning.
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.
1. The document describes a customer experience mapping for a brand experience design project focused on sugar cane harvesting.
2. Various engagement tools are outlined, including contextual posters, ambassador conversations, visitor comment books, commenting cups, and benches for conversation.
3. The goal is to understand visitor and consumer perceptions of a new product category through authentic feedback and insights gathered via the different engagement methods.
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.
The document discusses the art and science of gaining insights. It outlines a 4-step process for insighting: 1) observe, 2) reframe, 3) validate, and 4) refine. The process involves looking at things from different perspectives, asking why, making new connections, and embracing creative chaos. It provides examples of insights that led to successful branding, advertising, and innovations. It emphasizes that insights are most powerful when they touch people emotionally and are simply and clearly expressed.
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.
Creative Business Ideas: 10 Years of Euro RSCG Breakthrough ThinkingEuroRSCGMoscow
The document discusses creative business ideas (CBIs) and their importance. It provides definitions of a CBI, noting that they are transformational, change business strategy, and drive profitable growth. CBIs have become central to the identity and success of Euro RSCG since 2000. The rest of the document outlines lessons learned from 10 years of CBIs, including finding prosumers to identify future trends, creating buzz around ideas to drive engagement, collaborating widely to deliver more, making ideas meaningful to consumers, constantly innovating to maintain momentum, thinking beyond traditional categories, overcoming limitations through creativity, embracing social media, and being first to market with new concepts.
This is an excerpt from the book ZAG: The #1 Strategy of High-Performance Brands by Marty Neumeier
Build your brand from the inside out. www.neutronllc.com
This document discusses developing a brand strategy and summarizes key points in brand positioning, identity, and image. It explains that brand identity is how a brand strategist wants a brand to be perceived, while brand image is how a brand is currently perceived by customers. Brand positioning communicates part of the brand identity to target segments. The document emphasizes translating a brand promise into a customer experience strategy and vision so employees can deliver the brand as intended. It questions how to map customer engagement opportunities to the brand vision and measure progress through key metrics.
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.
The big ideaL: Ogilvy's framework for giving brands a purposeOgilvy
Ogilvy & Mather developed a framework called "The big ideaL" to help brands find an authentic platform to speak from. It involves identifying a cultural tension in the market and finding the brand's core strength. For Louis Vuitton, this resulted in the ideal that the world is a better place when we live life as an exceptional journey. For Milo chocolate drink, it was the belief that play is essential for childhood development. Applying this process helps brands lift themselves above competitors by taking a clear point of view.
This document discusses the concept of disruption in marketing. Disruption involves radically new ideas that help brands reach their vision faster, as opposed to convention which involves doing the same things repeatedly. The document provides examples of disruptive strategies used by companies like Apple, Adidas, Vinamilk and Best Carings that helped make their brands more inspiring and successful. These strategies established emotional connections with customers rather than just focusing on product features or promotions.
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.
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.
Steal This Idea: The No-process Process / By Marty NeumeierLiquid Agency
Designers have been touting process for decades. Why? Because clients need reassurance that their investment is safe. By turning creativity into a rational business process, designers have persuaded companies to trust them with mission-critical projects and substantial budgets. Process equals predictability. But what does the rational process really predict? Unfortunately, only sameness. If you want real innovation, you’ll need a much different process.
Steal This Idea: The Robot Curve / By Marty NeumeierLiquid Agency
Ever wonder why your skills are constantly out of date? Why your company is always falling behind competitors? Why so many jobs and projects are being outsourced? The Robot Curve is a simple model of innovation that shows how new processes, businesses, and technologies continuously destroy old ones as they create new opportunities for wealth. Where are you on the curve?
The document outlines 17 checkpoints for designing a brand called a "Zag". The checkpoints focus on defining key elements of the brand including differentiation, communication, focus, and trend. Some of the checkpoints include defining the brand's purpose and vision, identifying trends to capitalize on, determining what makes the brand uniquely different, crafting explanations of the brand through a "trueline" and tagline, and aligning all communications to spread the brand's message. The overall goal of the checkpoints is to help create a strongly differentiated and focused brand identity.
How to Create a Killer Creative Brief with Wild AlchemyUnited Adworkers
United Adworkers had the honor of hosting Lynette Xanders with Wild Alchemy to share her incredible knowledge and insights on "How to Create a Killer Creative Brief". For more information about Wild Alchemy and Lynette Xanders, visit WildAlchemy.com.
This document provides branding strategies and recommendations for navigating branding challenges during an economic downtroubled economy. It discusses the importance of simplifying brand architecture, tapping into consumer psychology, and aligning branding messages. Specific strategies recommended include defaulting to a branded house model, leveraging prototype theory to simplify branding, using phonetic symbolism in names, focusing on engaging consumer experiences, and connecting messages to established brand voices and narratives. Case studies are also presented on rebranding efforts by Motorola and aligning messages with the Ronald Reagan brand platform.
The document is a presentation on creative planning given by Leon Phang at Miami Ad School. It discusses how creative planning is important to combine creativity and strategy. Phang believes the key is to be both creatively inspiring and relevant/differentiating. The rest of the presentation will cover the "creative domain" and tools for filling it. Strategic planning is important to get the basics right and avoid teams getting lost in the process without proper planning.
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.
1. The document describes a customer experience mapping for a brand experience design project focused on sugar cane harvesting.
2. Various engagement tools are outlined, including contextual posters, ambassador conversations, visitor comment books, commenting cups, and benches for conversation.
3. The goal is to understand visitor and consumer perceptions of a new product category through authentic feedback and insights gathered via the different engagement methods.
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.
The document discusses the art and science of gaining insights. It outlines a 4-step process for insighting: 1) observe, 2) reframe, 3) validate, and 4) refine. The process involves looking at things from different perspectives, asking why, making new connections, and embracing creative chaos. It provides examples of insights that led to successful branding, advertising, and innovations. It emphasizes that insights are most powerful when they touch people emotionally and are simply and clearly expressed.
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.
Creative Business Ideas: 10 Years of Euro RSCG Breakthrough ThinkingEuroRSCGMoscow
The document discusses creative business ideas (CBIs) and their importance. It provides definitions of a CBI, noting that they are transformational, change business strategy, and drive profitable growth. CBIs have become central to the identity and success of Euro RSCG since 2000. The rest of the document outlines lessons learned from 10 years of CBIs, including finding prosumers to identify future trends, creating buzz around ideas to drive engagement, collaborating widely to deliver more, making ideas meaningful to consumers, constantly innovating to maintain momentum, thinking beyond traditional categories, overcoming limitations through creativity, embracing social media, and being first to market with new concepts.
This is an excerpt from the book ZAG: The #1 Strategy of High-Performance Brands by Marty Neumeier
Build your brand from the inside out. www.neutronllc.com
This document discusses developing a brand strategy and summarizes key points in brand positioning, identity, and image. It explains that brand identity is how a brand strategist wants a brand to be perceived, while brand image is how a brand is currently perceived by customers. Brand positioning communicates part of the brand identity to target segments. The document emphasizes translating a brand promise into a customer experience strategy and vision so employees can deliver the brand as intended. It questions how to map customer engagement opportunities to the brand vision and measure progress through key metrics.
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.
The big ideaL: Ogilvy's framework for giving brands a purposeOgilvy
Ogilvy & Mather developed a framework called "The big ideaL" to help brands find an authentic platform to speak from. It involves identifying a cultural tension in the market and finding the brand's core strength. For Louis Vuitton, this resulted in the ideal that the world is a better place when we live life as an exceptional journey. For Milo chocolate drink, it was the belief that play is essential for childhood development. Applying this process helps brands lift themselves above competitors by taking a clear point of view.
This document discusses the concept of disruption in marketing. Disruption involves radically new ideas that help brands reach their vision faster, as opposed to convention which involves doing the same things repeatedly. The document provides examples of disruptive strategies used by companies like Apple, Adidas, Vinamilk and Best Carings that helped make their brands more inspiring and successful. These strategies established emotional connections with customers rather than just focusing on product features or promotions.
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.
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.
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.
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.
IMPACT Silver is a pure silver zinc producer with over $260 million in revenue since 2008 and a large 100% owned 210km Mexico land package - 2024 catalysts includes new 14% grade zinc Plomosas mine and 20,000m of fully funded exploration drilling.
Tata Group Dials Taiwan for Its Chipmaking Ambition in Gujarat’s DholeraAvirahi City Dholera
The Tata Group, a titan of Indian industry, is making waves with its advanced talks with Taiwanese chipmakers Powerchip Semiconductor Manufacturing Corporation (PSMC) and UMC Group. The goal? Establishing a cutting-edge semiconductor fabrication unit (fab) in Dholera, Gujarat. This isn’t just any project; it’s a potential game changer for India’s chipmaking aspirations and a boon for investors seeking promising residential projects in dholera sir.
Visit : https://www.avirahi.com/blog/tata-group-dials-taiwan-for-its-chipmaking-ambition-in-gujarats-dholera/
The Evolution and Impact of OTT Platforms: A Deep Dive into the Future of Ent...ABHILASH DUTTA
This presentation provides a thorough examination of Over-the-Top (OTT) platforms, focusing on their development and substantial influence on the entertainment industry, with a particular emphasis on the Indian market.We begin with an introduction to OTT platforms, defining them as streaming services that deliver content directly over the internet, bypassing traditional broadcast channels. These platforms offer a variety of content, including movies, TV shows, and original productions, allowing users to access content on-demand across multiple devices.The historical context covers the early days of streaming, starting with Netflix's inception in 1997 as a DVD rental service and its transition to streaming in 2007. The presentation also highlights India's television journey, from the launch of Doordarshan in 1959 to the introduction of Direct-to-Home (DTH) satellite television in 2000, which expanded viewing choices and set the stage for the rise of OTT platforms like Big Flix, Ditto TV, Sony LIV, Hotstar, and Netflix. The business models of OTT platforms are explored in detail. Subscription Video on Demand (SVOD) models, exemplified by Netflix and Amazon Prime Video, offer unlimited content access for a monthly fee. Transactional Video on Demand (TVOD) models, like iTunes and Sky Box Office, allow users to pay for individual pieces of content. Advertising-Based Video on Demand (AVOD) models, such as YouTube and Facebook Watch, provide free content supported by advertisements. Hybrid models combine elements of SVOD and AVOD, offering flexibility to cater to diverse audience preferences.
Content acquisition strategies are also discussed, highlighting the dual approach of purchasing broadcasting rights for existing films and TV shows and investing in original content production. This section underscores the importance of a robust content library in attracting and retaining subscribers.The presentation addresses the challenges faced by OTT platforms, including the unpredictability of content acquisition and audience preferences. It emphasizes the difficulty of balancing content investment with returns in a competitive market, the high costs associated with marketing, and the need for continuous innovation and adaptation to stay relevant.
The impact of OTT platforms on the Bollywood film industry is significant. The competition for viewers has led to a decrease in cinema ticket sales, affecting the revenue of Bollywood films that traditionally rely on theatrical releases. Additionally, OTT platforms now pay less for film rights due to the uncertain success of films in cinemas.
Looking ahead, the future of OTT in India appears promising. The market is expected to grow by 20% annually, reaching a value of ₹1200 billion by the end of the decade. The increasing availability of affordable smartphones and internet access will drive this growth, making OTT platforms a primary source of entertainment for many viewers.
Building Your Employer Brand with Social MediaLuanWise
Presented at The Global HR Summit, 6th June 2024
In this keynote, Luan Wise will provide invaluable insights to elevate your employer brand on social media platforms including LinkedIn, Facebook, Instagram, X (formerly Twitter) and TikTok. You'll learn how compelling content can authentically showcase your company culture, values, and employee experiences to support your talent acquisition and retention objectives. Additionally, you'll understand the power of employee advocacy to amplify reach and engagement – helping to position your organization as an employer of choice in today's competitive talent landscape.
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.
Top mailing list providers in the USA.pptxJeremyPeirce1
Discover the top mailing list providers in the USA, offering targeted lists, segmentation, and analytics to optimize your marketing campaigns and drive engagement.
Storytelling is an incredibly valuable tool to share data and information. To get the most impact from stories there are a number of key ingredients. These are based on science and human nature. Using these elements in a story you can deliver information impactfully, ensure action and drive change.
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In this masterclass, presented at the Global HR Summit on 5th June 2024, Luan Wise explored the essential features of social media platforms that support talent acquisition, including LinkedIn, Facebook, Instagram, X (formerly Twitter) and TikTok.
Taurus Zodiac Sign: Unveiling the Traits, Dates, and Horoscope Insights of th...my Pandit
Dive into the steadfast world of the Taurus Zodiac Sign. Discover the grounded, stable, and logical nature of Taurus individuals, and explore their key personality traits, important dates, and horoscope insights. Learn how the determination and patience of the Taurus sign make them the rock-steady achievers and anchors of the zodiac.
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Introduction
The global retail industry has weathered numerous storms, with the financial crisis of 2008 serving as a poignant reminder of the sector's resilience and adaptability. However, as we navigate the complex landscape of 2024, retailers face a unique set of challenges that demand innovative strategies and a fundamental shift in mindset. This white paper contrasts the impact of the 2008 recession on the retail sector with the current headwinds retailers are grappling with, while offering a comprehensive roadmap for success in this new paradigm.
Industrial Tech SW: Category Renewal and CreationChristian Dahlen
Every industrial revolution has created a new set of categories and a new set of players.
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Manufacturing startups constitute the largest pipeline share of unicorns and IPO candidates in the SF Bay Area, and software startups dominate in Germany.
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
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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
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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