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.
Một tài liệu hết sức cô đọng và súc tích về một trong những quan điểm quản lý thương hiệu. Cơ bản nhưng thật sự có ích cho mọi người bắt đầu sự nghiệp trong lĩnh vực quản lý thương hiệu.
This document provides an overview of branding and brand building. It defines a brand as a person's gut feeling about a product, service, or organization. It discusses the importance of differentiating a brand and focusing on a clear message. It also emphasizes the need for collaboration across different departments to build a brand effectively. The five disciplines of brand building discussed are: 1) Differentiate 2) Collaborate 3) Consistency 4) Commitment 5) Congruence.
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 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
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
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, consistency, commitment, and constancy. It emphasizes the importance
http://presportal.ru, http://presuniversity.com, портал Как сделать презентацию, Международная высшая школа презентаций и коммуникаций, создание презентаций
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
Một tài liệu hết sức cô đọng và súc tích về một trong những quan điểm quản lý thương hiệu. Cơ bản nhưng thật sự có ích cho mọi người bắt đầu sự nghiệp trong lĩnh vực quản lý thương hiệu.
This document provides an overview of branding and brand building. It defines a brand as a person's gut feeling about a product, service, or organization. It discusses the importance of differentiating a brand and focusing on a clear message. It also emphasizes the need for collaboration across different departments to build a brand effectively. The five disciplines of brand building discussed are: 1) Differentiate 2) Collaborate 3) Consistency 4) Commitment 5) Congruence.
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 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
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
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, consistency, commitment, and constancy. It emphasizes the importance
http://presportal.ru, http://presuniversity.com, портал Как сделать презентацию, Международная высшая школа презентаций и коммуникаций, создание презентаций
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
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.
The document discusses the importance of brand strategy, especially in today's world of overwhelming choice. It argues that brand strategy has become essential to differentiate businesses and create long-term relationships with customers. The key is developing a strategy that makes a brand distinctive, relevant, clear, focused, purposeful, authentic, compelling and engaging. An effective brand strategy considers research, brand architecture, positioning, personality, purpose, promise and communication. The goal is to translate the strategy into reality through design that enhances customer experiences.
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 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.
LOOKING BACK TO LOOK FORWARD
The Marc Jacobs brand is the brainchild of renowned designer and the brand’s namesake, Marc Jacobs. The Marc Jacobs brand creates beautiful, high-fashion shoes and clothing.
Customisation in the future of retail is going to be built around experience. Collaboration, experimentation, individuality and comfort all provide the consumer with a new innovative way to interact with the product. In the future companies will need to assist their consumers in the design of the product. The resurgence of an independent consumer will bully the market into having to appreciate the fact that, the consumer always knows best and force selling will cease to exists.
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.
The document outlines 7 common strategic branding errors that organizations make: 1) having delusions of a differentiated brand when the brand is not truly differentiated, 2) looking, acting, and sounding like competitors, 3) trying to appeal to all audiences instead of a targeted few, 4) failing to support the brand long-term, 5) employees not understanding the brand, 6) delivering an inconsistent brand experience, and 7) overemphasizing cosmetic changes like logos instead of the customer experience that shapes brand perceptions. The document is based on the author's experience evaluating 75 financial brands over 8 years.
Today’s world is all about
accessibility. If taxis were easy to
hail, we wouldn’t need Uber. If
books were affordable, then we
wouldn’t need kindles. If it was
easy to ask a girl out at a party,
we wouldn’t need Tinder.
Uber gives you the GPS
whereabouts of your driver with
the model of their vehicle; Kindle
gives you recommendations
on what book to read next
based on your previous
purchase; and Tinder gives you
a shot at meeting someone
you might not have the guts
to introduce yourself to. They
have all created a promise
that is unique by positioning
themselves as ruler of their
game within the marketplace,
quickly becoming a necessity
in your life. This is branding.
Every morning, on your commute
to work, whether by foot,
public transport or car, you are
bombarded with a visual feast of
billboards, automobiles, apparel,
technology, bumper stickers,
advertising screens, radio… the
list goes on. Some of these
products get lost in the chaos
and fall under the radar. Then
you see a mark that draws you
in. The shoe with the swoosh
on the side, a familiar tagline
on a poster, or the slick looking
mobile phone with the graphiteback
that grabs your attention.
It might be that you have never
seen this brand before. It’s your
first date and you’re trying to
work it out. It’s intrigued you and
you want to know more. Through
their unique combinations of
design, color and typography,
they have incited your curiosity
and captured your attention.
Behind these products are
companies with a deep
understanding of their audience
and how to engage with their
target consumer. They have
taken a strategic and bold
approach to standing out from
the crowd and are becoming a bigger piece of the puzzle.
How to-design-a-memorable-brand-that-catches-onQwiqwiq
What makes good branding?
How the combination of strategy, design and consistency creates a strong brand.
BRANDING PRINCIPLES
The traditional components of branding such as vision, experience and originality.
DESIGN IN PRACTICE
How to use design elements such as color, type and photo filters to create an effective brand style.
Entrepreneur's guide to building a memorable startup brandIryna Nezhynska
This guide is my contribution to the global startup community.
The goal: to change the overall early business’s mindset that branding is “always a long and expensive process that is available for big companies only”. It used to be, but it is no longer a truth. Moreover I wanted to remind startups that in the era of product overload, your success depends on how people will perceive you and what emotions will turn them into your customers.
That is why I created this step-by-step guide to building a Minimum Viable Brand for startups. It will help you to create product that people will love.
Territory is a branding agency that creates powerful brands. It believes brands should have a unique identity that communicates effectively to audiences. Territory uses a rational methodology and experience to build distinctive brands. It helps clients understand audiences, define brand promises, and create experiences through branding, marketing, and design that evoke emotional responses. Territory has worked with clients across various industries to develop branding strategies and identity systems.
Territory is a branding agency that creates powerful brands. It believes brands should have a unique fabric that communicates effectively to audiences. Territory uses a rational methodology and experience to build brands. It helps clients understand audiences, define brand promises, and create experiences through branding, strategy, identity design, and marketing tools. The document provides examples of Territory's work for clients such as Dubai Design District, Qatar Luxury Group, and Kahina beauty products.
Want to outperform other companies by a whopping 228%? Best brands of today know that design is not an option it's a real value. How to make sure your brand design wins your clients trust? Creogram shares the best insights of the trade.
This document summarizes the services provided by Communication Lifecycle Company (CHL) Worldwide, an integrated marketing communications agency. CHL provides creative consultancy, brand consultancy, and digital medium services including advertising, public relations, events, and digital/social media marketing. It has over 100 employees across multiple locations in India and overseas. CHL positions itself as a more cost-effective alternative to large multinational agencies, claiming its teams are more focused on effective campaign execution rather than lavish perks. The document outlines CHL's experience, capabilities, and some of its clients.
This document provides an overview of branding and the branding process. It begins by establishing that design shapes every aspect of our lives and defines branding as a means to focus development towards an informed goal. It then discusses the history of branding as a way to provide protection for both producers and consumers. The document outlines the key elements of an effective branding system including visual identity, brand positioning, and creating an experience. It provides examples of strong and weak brands like Apple and McDonald's. The remainder of the document details the branding process from insight and positioning to creation, promotion, and growth. It emphasizes understanding the target market and competition. The process concludes with taking action to brand and build a business.
The document discusses how brands can shape their meaning by clarifying their core purpose and defining brand acts that embody that purpose. It states that a brand's core purpose is why the company is in business beyond making money, while brand acts are ideas, gestures, activities, or experiences that express the purpose and change behavior. The combination of a clear purpose and well-defined acts is said to be integral to brand success, as it allows a company to express itself. Several examples of consumer brands are analyzed in terms of their potential purposes and acts. The document emphasizes that to stand out in today's cluttered marketplace, brands need "radical differentiation" through acts that are really different.
What is Branding? We created a brand building guide to answer this. Read or download the in-depth guide here to grow your business! https://www.dropshiplifestyle.com/what-is-branding/
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
AI Best Practices for Marketing HUG June 2024Amanda Farrell
During this presentation, the Nextiny marketing team reviews best practices when adopting generative AI into content creation. Join our HUG community to register for more events https://events.hubspot.com/sarasota/
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.
The document discusses the importance of brand strategy, especially in today's world of overwhelming choice. It argues that brand strategy has become essential to differentiate businesses and create long-term relationships with customers. The key is developing a strategy that makes a brand distinctive, relevant, clear, focused, purposeful, authentic, compelling and engaging. An effective brand strategy considers research, brand architecture, positioning, personality, purpose, promise and communication. The goal is to translate the strategy into reality through design that enhances customer experiences.
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 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.
LOOKING BACK TO LOOK FORWARD
The Marc Jacobs brand is the brainchild of renowned designer and the brand’s namesake, Marc Jacobs. The Marc Jacobs brand creates beautiful, high-fashion shoes and clothing.
Customisation in the future of retail is going to be built around experience. Collaboration, experimentation, individuality and comfort all provide the consumer with a new innovative way to interact with the product. In the future companies will need to assist their consumers in the design of the product. The resurgence of an independent consumer will bully the market into having to appreciate the fact that, the consumer always knows best and force selling will cease to exists.
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.
The document outlines 7 common strategic branding errors that organizations make: 1) having delusions of a differentiated brand when the brand is not truly differentiated, 2) looking, acting, and sounding like competitors, 3) trying to appeal to all audiences instead of a targeted few, 4) failing to support the brand long-term, 5) employees not understanding the brand, 6) delivering an inconsistent brand experience, and 7) overemphasizing cosmetic changes like logos instead of the customer experience that shapes brand perceptions. The document is based on the author's experience evaluating 75 financial brands over 8 years.
Today’s world is all about
accessibility. If taxis were easy to
hail, we wouldn’t need Uber. If
books were affordable, then we
wouldn’t need kindles. If it was
easy to ask a girl out at a party,
we wouldn’t need Tinder.
Uber gives you the GPS
whereabouts of your driver with
the model of their vehicle; Kindle
gives you recommendations
on what book to read next
based on your previous
purchase; and Tinder gives you
a shot at meeting someone
you might not have the guts
to introduce yourself to. They
have all created a promise
that is unique by positioning
themselves as ruler of their
game within the marketplace,
quickly becoming a necessity
in your life. This is branding.
Every morning, on your commute
to work, whether by foot,
public transport or car, you are
bombarded with a visual feast of
billboards, automobiles, apparel,
technology, bumper stickers,
advertising screens, radio… the
list goes on. Some of these
products get lost in the chaos
and fall under the radar. Then
you see a mark that draws you
in. The shoe with the swoosh
on the side, a familiar tagline
on a poster, or the slick looking
mobile phone with the graphiteback
that grabs your attention.
It might be that you have never
seen this brand before. It’s your
first date and you’re trying to
work it out. It’s intrigued you and
you want to know more. Through
their unique combinations of
design, color and typography,
they have incited your curiosity
and captured your attention.
Behind these products are
companies with a deep
understanding of their audience
and how to engage with their
target consumer. They have
taken a strategic and bold
approach to standing out from
the crowd and are becoming a bigger piece of the puzzle.
How to-design-a-memorable-brand-that-catches-onQwiqwiq
What makes good branding?
How the combination of strategy, design and consistency creates a strong brand.
BRANDING PRINCIPLES
The traditional components of branding such as vision, experience and originality.
DESIGN IN PRACTICE
How to use design elements such as color, type and photo filters to create an effective brand style.
Entrepreneur's guide to building a memorable startup brandIryna Nezhynska
This guide is my contribution to the global startup community.
The goal: to change the overall early business’s mindset that branding is “always a long and expensive process that is available for big companies only”. It used to be, but it is no longer a truth. Moreover I wanted to remind startups that in the era of product overload, your success depends on how people will perceive you and what emotions will turn them into your customers.
That is why I created this step-by-step guide to building a Minimum Viable Brand for startups. It will help you to create product that people will love.
Territory is a branding agency that creates powerful brands. It believes brands should have a unique identity that communicates effectively to audiences. Territory uses a rational methodology and experience to build distinctive brands. It helps clients understand audiences, define brand promises, and create experiences through branding, marketing, and design that evoke emotional responses. Territory has worked with clients across various industries to develop branding strategies and identity systems.
Territory is a branding agency that creates powerful brands. It believes brands should have a unique fabric that communicates effectively to audiences. Territory uses a rational methodology and experience to build brands. It helps clients understand audiences, define brand promises, and create experiences through branding, strategy, identity design, and marketing tools. The document provides examples of Territory's work for clients such as Dubai Design District, Qatar Luxury Group, and Kahina beauty products.
Want to outperform other companies by a whopping 228%? Best brands of today know that design is not an option it's a real value. How to make sure your brand design wins your clients trust? Creogram shares the best insights of the trade.
This document summarizes the services provided by Communication Lifecycle Company (CHL) Worldwide, an integrated marketing communications agency. CHL provides creative consultancy, brand consultancy, and digital medium services including advertising, public relations, events, and digital/social media marketing. It has over 100 employees across multiple locations in India and overseas. CHL positions itself as a more cost-effective alternative to large multinational agencies, claiming its teams are more focused on effective campaign execution rather than lavish perks. The document outlines CHL's experience, capabilities, and some of its clients.
This document provides an overview of branding and the branding process. It begins by establishing that design shapes every aspect of our lives and defines branding as a means to focus development towards an informed goal. It then discusses the history of branding as a way to provide protection for both producers and consumers. The document outlines the key elements of an effective branding system including visual identity, brand positioning, and creating an experience. It provides examples of strong and weak brands like Apple and McDonald's. The remainder of the document details the branding process from insight and positioning to creation, promotion, and growth. It emphasizes understanding the target market and competition. The process concludes with taking action to brand and build a business.
The document discusses how brands can shape their meaning by clarifying their core purpose and defining brand acts that embody that purpose. It states that a brand's core purpose is why the company is in business beyond making money, while brand acts are ideas, gestures, activities, or experiences that express the purpose and change behavior. The combination of a clear purpose and well-defined acts is said to be integral to brand success, as it allows a company to express itself. Several examples of consumer brands are analyzed in terms of their potential purposes and acts. The document emphasizes that to stand out in today's cluttered marketplace, brands need "radical differentiation" through acts that are really different.
What is Branding? We created a brand building guide to answer this. Read or download the in-depth guide here to grow your business! https://www.dropshiplifestyle.com/what-is-branding/
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
AI Best Practices for Marketing HUG June 2024Amanda Farrell
During this presentation, the Nextiny marketing team reviews best practices when adopting generative AI into content creation. Join our HUG community to register for more events https://events.hubspot.com/sarasota/
What Software is Used in Marketing in 2024.Ishaaq6
This paper explores the diverse landscape of marketing software, examining its pivotal role in modern marketing strategies. It provides a comprehensive overview of various types of marketing software tools and platforms essential for enhancing efficiency, optimizing campaigns, and achieving business objectives. Key categories discussed include email marketing software, social media management tools, content management systems (CMS), customer relationship management (CRM) software, search engine optimization (SEO) tools, and marketing automation platforms.
The paper delves into the functionalities, benefits, and examples of each type of software, highlighting their unique contributions to effective marketing practices. It explores the importance of integration and automation in maximizing the impact of these tools, addressing challenges and strategies for seamless implementation across different marketing channels.
Furthermore, the paper examines emerging trends in marketing software, such as AI and machine learning applications, personalization strategies, predictive analytics, and the ethical considerations surrounding data privacy and consumer rights. Case studies illustrate real-world applications and success stories of businesses leveraging marketing software to achieve significant outcomes in their marketing campaigns.
In conclusion, this paper provides valuable insights into the evolving landscape of marketing technology, emphasizing the transformative potential of software solutions in driving innovation, efficiency, and competitive advantage in today's dynamic marketplace.
This description outlines the scope, structure, and focus of the paper, giving readers a clear understanding of what to expect and why the topic of marketing software is important and relevant in contemporary marketing practices.
Breaking Silos To Break Bank: Shattering The Divide Between Search And SocialNavah Hopkins
At Mozcon 2024 I shared this deck on bridging the divide between search and social. We began by acknowledging that search-first marketers are used to different rules of engagement than social marketers. We also looked at how both channels treat creative, audiences, bidding/budgeting, and AI. We finished by going through how they can win together including UTM audits, harvesting comments from both to inform creative, and allowing for non-login forums to be part of your marketing strategy.
I themed this deck using Baldur's Gate 3 characters: Gale as Search and Astarion as Social
Advanced Storytelling Concepts for MarketersEd Shimp
Every marketer knows you’re supposed to tell a story, but do you know how to tell a story? Do you know why you’re supposed to tell a story? Do you even truly know what a story is? While many marketing presentations emphasize the value of mythic storytelling, the nuts and bolts of actually constructing a story are never explored.
The goal of marketing may be to achieve specific KPIs that drive sales, which is very objective, but the top of the marketing funnel requires a softer approach. In our data-driven results-oriented fast-paced world, marketers must quantify results, but those results will never be achieved unless prospects are first approached with humanity.
There is a common misunderstanding that the so-called “soft skills” of marketing such as language and art are unmeasurable and subjective, but while the objective measures of market research are merely 100 years old, the rules of aesthetics have been perfected over the last 2,500 years.
Great story construction is a skill that requires significant knowledge and practice. This presentation will be a review of the ancient art of story construction.
We will discuss:
• Rhetoric – The art of effective communication
• The Socratic Method – You cannot teach, but you can persuade people to learn
• Plato’s Cave – You sell products, but you market ideas
• Aristotle’s Six Dramatic Elements – The secret recipe for marketing stories
This is for senior marketers who are tasked with creating effective narratives or guiding others in the process. By the end of the session, attendees will have gained the knowledge needed to work storytelling into all phases of the buyer’s journey.
The advent of AI offers marketers unprecedented opportunities to craft personalized and engaging customer experiences, evolving customer engagements from one-sided conversations to interactive dialogues. By leveraging AI, companies can now engage in meaningful dialogues with customers, gaining deep insights into their preferences and delivering customized solutions.
Susan will present case studies illustrating AI's application in enhancing customer interactions across diverse sectors. She'll cover a range of AI tools, including chatbots, voice assistants, predictive analytics, and conversational marketing, demonstrating how these technologies can be woven into marketing strategies to foster personalized customer connections.
Participants will learn about the advantages and hurdles of integrating AI in marketing initiatives, along with actionable advice on starting this transformation. They will understand how AI can automate mundane tasks, refine customer data analysis, and offer personalized experiences on a large scale.
Attendees will come away with an understanding of AI's potential to redefine marketing, equipped with the knowledge and tactics to leverage AI in staying competitive. The talk aims to motivate professionals to adopt AI in enhancing their CX, driving greater customer engagement, loyalty, and business success.
We’ve entered a new era in digital. Search and AI are colliding, in more ways than one. And they all have major implications for marketers.
• SEOs now use AI to optimize content.
• Google now uses AI to generate answers.
• Users are skipping search completely. They can now use AI to get answers. So AI has changed everything …or maybe not. Our audience hasn’t changed. Their information needs haven’t changed. Their perception of quality hasn’t changed. In reality, the most important things haven’t changed at all. In this session, you’ll learn the impact of AI. And you’ll learn ways that AI can make us better at the classic challenges: getting discovered, connecting through content and staying top of mind with the people who matter most. We’ll use timely tools to rebuild timeless foundations. We’ll do better basics, but with the most advanced techniques. Andy will share a set of frameworks, prompts and techniques for better digital basics, using the latest tools of today. And in the end, Andy will consider - in a brief glimpse - what might be the biggest change of all, and how to expand your footprint in the new digital landscape.
Key Takeaways:
How to use AI to optimize your content
How to find topics that algorithms love
How to get AI to mention your content and your brand
INTRODUCTION TO SEARCH ENGINE OPTIMIZATION (SEO).pptxGiorgio Chiesa
This presentation is recommended for those who want to know more about SEO. It explains the main theoretical and practical aspects that influence the positioning of websites in search engines.
Mindfulness Techniques Cultivating Calm in a Chaotic World.pptxelizabethella096
In today’s fast-paced world, stress and anxiety have become common companions for many. With constant connectivity and an unending stream of information, finding moments of peace can seem like an insurmountable challenge. However, mindfulness techniques offer a beacon of calm amidst the chaos, helping individuals to center themselves and find balance. These practices, rooted in ancient traditions and supported by modern science, are accessible to everyone and can profoundly impact mental and emotional well-being.
Basic Management Concepts., “Management is the art of getting things done thr...DilanThennakoon
The managers achieve organizational objectives by getting work from
others and not performing in the tasks themselves.
Management is an art and science of getting work done through people.
It is the process of giving direction and controlling the various activities
of the people to achieve the objectives of an organization Management is a universal process in all organized, social and economic activities. Wherever
there is human activity there is management.
Management is a vital aspect of the economic life of man, which is an organized group activity. A
central directing and controlling agency is indispensable for a business concern. The productive
resources –material, labour, capital etc. are entrusted to the organizing skill, administrative ability
and enterprising initiative of the management. Thus, management provides leadership to a
business enterprise. Without able managers and effective managerial leadership the resources of
production remain merely resources and never become production. Management occupies such an
important place in the modern world that the welfare of the people and the destiny of the country
are very much influenced by it.
1.2 MEANING OF MANAGEMENT
Management is a technique of extracting work from others in an integrated and co-ordinated
manner for realizing the specific objectives through productive use of material resources.
Mobilising the physical, human and financial resources and planning their utilization for business
operations in such a manner as to reach the defined goals can be benefited to as management.
1.3 DEFINITION OF MANAGEMENT
Management may be defined in many different ways. Many eminent authors on the subject have
defined the term "management". Some of these definitions are reproduced below:
In the words of George R Terry - "Management is a distinct process consisting of planning,
organising, actuating and controlling performed to determine and accomplish the objectives by the
use of people and resources".
According to James L Lundy - "Management is principally the task of planning, co¬ordinating,
motivating and controlling the efforts of others towards a specific objective",
In the words of Henry Fayol - "To manage is to forecast and to plan, to organise, to command, to
co-ordinate and to control".
According to Peter F Drucker - "Management is a multipurpose organ that manages a business and
manages managers and manages worker and work".
In the words of J.N. Schulze - "Management is the force which leads, guides and directs an
organisation in the accomplishment of a pre-determined object".
In the words of Koontz and O'Donnel - "Management is defined as the creation and maintenance
of an internal environment in an enterprise where individuals working together in groups can
perform efficiently and effectively towards the attainment of group goals".
According to Ordway Tead - "Management is the process and agency which directs and guides the
operations of an organisation in realising of established aim
Mastering Local SEO for Service Businesses in the AI Era"" is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
Capstone Project: Luxury Handloom Saree Brand
As part of my college project, I applied my learning in brand strategy to create a comprehensive project for a luxury handloom saree brand. Key aspects of this project included:
- *Competitor Analysis:* Conducted in-depth competitor analysis to identify market position and differentiation opportunities.
- *Target Audience:* Defined and segmented the target audience to tailor brand messages effectively.
- *Brand Strategy:* Developed a detailed brand strategy to enhance market presence and appeal.
- *Brand Perception:* Analyzed and shaped the brand perception to align with luxury and heritage values.
- *Brand Ladder:* Created a brand ladder to outline the brand's core values, benefits, and attributes.
- *Brand Architecture:* Established a cohesive brand architecture to ensure consistency across all brand touchpoints.
This project helped me gain practical experience in brand strategy, from research and analysis to strategic planning and implementation.
How to Start Affiliate Marketing with ChatGPT- A Step-by-Step Guide (1).pdfSimpleMoneyMaker
Discover the power of affiliate marketing with ChatGPT! This comprehensive guide takes you through the process of starting and scaling your affiliate marketing business using the latest AI technology. Learn how to leverage ChatGPT to generate content ideas, create engaging articles, and connect with your audience through personalized interactions. From building your strategy and optimizing conversions to analyzing performance and staying updated with industry trends, this eBook provides everything you need to know to succeed in affiliate marketing. Whether you're a beginner looking to start your online business or an experienced marketer wanting to take your efforts to the next level, this guide is your roadmap to success in the world of affiliate marketing.
Mastering Local SEO for Service Businesses in the AI Era"" is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
Can you kickstart content marketing when you have a small team or even a team of one? Why yes, you can! Dennis Shiao, founder of marketing agency Attention Retention will detail how to draw insights from subject matter experts (SMEs) and turn them into articles, bylines, blog posts, social media posts and more. He’ll also share tips on content licensing and how to establish a webinar program. Attend this session to learn how to make an impact with content marketing even when you have a small team and limited resources.
Key Takeaways:
- You don't need a large team to start a content marketing program
- A webinar program yields a "one-to-many" approach to content creation
- Use partnerships and licensing to create new content assets
19. WHY IS BRANDING SO HOT?
People have too many choices and too little time
Most offerings have similar quality and features
We tend to base our buying choices on trust
1
2
3
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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. BRAND
NAME
COCA-COLA
MICROSOFT
IBM
FORD
MERCEDES
HONDA
BMW
KODAK
GAP
NIKE
PEPSI
XEROX
APPLE
STARBUCKS
THIS SELECTION FROM INTERBRAND’S TOP 100 LIST
SHOWS WHY BRANDS ARE WORTH PROTECTING:
2001
BRAND VALUE
($MM)
68,945
65,068
52,752
30,092
21,728
14,638
13,858
10,801
8,746
7,589
6,214
6,019
5,464
1,757
% CHANGE
BRAND VS.
PREVIOUS YEAR
-5%
-7%
-1%
-17%
+3%
-4%
+7%
-9%
-6%
-5%
-6%
-38%
-17%
+32%
BRAND VALUE
AS % OF
MARKET CAP
61%
17%
27%
66%
48%
33%
62%
82%
35%
66%
9%
93%
66%
21%
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27. COKE’S MARKET CAP,
INCLUDING BRAND VALUE:
$120 BILLION
COKE’S MARKET CAP,
NOT INCLUDING BRAND VALUE:
$50 BILLION
WITHOUT THE BRAND,
COKE’S GLASS WOULD
BE HALF EMPTY.
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?
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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:
Which of these brands are charismatic?
HITACHI
HOME DEPOT
IKEA
KMART
KRISPY KREME
LEVI’S
LONGS DRUGS
MACY’S
MINI COOPER
NEWSWEEK
NISSAN
NORDSTROM
OXO GOODGRIPS
PEPSI-COLA
PRELL
RCA
REEBOK
RUBBERMAID
SAFEWAY
SAMSUNG
SEARS
SOUTHWEST AIRLINES
UNITED ARTISTS
VIRGIN
AMAZON
APPLE
BURGER KING
COLDWATER CREEK
DASANI
DISNEY
DK BOOKS
EVEREADY
FORD
GENERAL ELECTRIC
GOOGLE
HANES
NEUTRONLLC.COM
38. QUIZ:
Which of these brands are charismatic?
HITACHI
HOME DEPOT
IKEA
KMART
KRISPY KREME
LEVI’S
LONGS DRUGS
MACY’S
MINI COOPER
NEWSWEEK
NISSAN
NORDSTROM
OXO GOODGRIPS
PEPSI-COLA
PRELL
RCA
REEBOK
RUBBERMAID
SAFEWAY
SAMSUNG
SEARS
SOUTHWEST AIRLINES
UNITED ARTISTS
VIRGIN
AMAZON
APPLE
BURGER KING
COLDWATER CREEK
DASANI
DISNEY
DK BOOKS
EVEREADY
FORD
GENERAL ELECTRIC
GOOGLE
HANES
NEUTRONLLC.COM
46. Marketing today is about creating tribes.
FEATURES
“What it is”
BENEFITS
“What it does”
EXPERIENCE
“What you feel”
IDENTIFICATION
“Who you are”
1900 1925 1950 2000
NEUTRONLLC.COM
47. COOKING WILLIAMS-SONOMA
People join different tribes for different activities.
SPORTS NIKE
DRIVING VOLKSWAGEN
TRAVEL ORBITZ
READING AMAZON
BANKING CITIBANK
COMPUTING DELL
NEUTRONLLC.COM
48. ON SUNDAYS THEY WORSHIP HARLEY,
GOD OF THE OPEN ROAD.
NEUTRONLLC.COM
49. The three most important words in differentiating your brand:
NEUTRONLLC.COM
62. It takes a village
to build a brand.
NEUTRONLLC.COM
63. THERE ARE THREE BASIC MODELS
FOR ORGANIZING BRAND COLLABORATION:
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64. C O M PA N Y
I D E N T I T Y
PA C K A G I N G
P R O M O T I O N S
A N N U A L
R E P O R T S
P R O D U C T
D E S I G N
P U B L I C
R E L AT I O N S
R E S E A R C H
P U B L I C AT I O N S
A D V E R T I S I N G
W E B
D E S I G N
B R A N D
ST RAT E GY
N A M I N G
E V E N T S
E X H I B I T S
C R E AT I V E
S E R V I C E S
S U P P L I E R S
D I R E C T
R E S P O N S E
P O P
D I S P L AY S
The ONE-STOP SHOP
contains the resources
to develop and
steward the brand.
NEUTRONLLC.COM
65. Easy to manage
Promise of consistency
Little choice of teams
Little ownership of brand
ONE-STOP SHOP SCORECARD
NEUTRONLLC.COM
66. I D E N T I T Y
PA C K A G I N G
P R O M O T I O N S
A N N U A L
R E P O R T S
P R O D U C T
D E S I G N
P U B L I C
R E L AT I O N S
R E S E A R C H
P U B L I C AT I O N S
A D V E R T I S I N G
W E B
D E S I G N
B R A N D
S T R AT E G Y
N A M I N G
E V E N T S
E X H I B I T S
C R E AT I V E
S E R V I C E S
S U P P L I E R S
D I R E C T
R E S P O N S E
P O P
D I S P L AY S
B R A N D A G E N C Y
The BRAND AGENCY
hires best-of-breed
firms to help develop
and steward the brand.
C O M PA N Y
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67. Choice of teams
Promise of consistency
Little ownership of brand
BRAND AGENCY SCORECARD
NEUTRONLLC.COM
68. The INTEGRATED MARKETING TEAM
is managed internally with open
collaboration among
best-of-breed specialists.
I D E N T I T Y
PA C K A G I N G
P R O M O T I O N S
A N N U A L
R E P O R T S
P R O D U C T
D E S I G N
P U B L I C
R E L AT I O N S
R E S E A R C H
P U B L I C AT I O N S
A D V E R T I S I N G
W E B
D E S I G N
B R A N D
S T R AT E G Y
N A M I N G
E V E N T S
E X H I B I T S
C R E AT I V E
S E RV I C E S
SUPPLIERS
D I R E C T
R E S P O N S E
P O P
D I S P L AY S
C O M PA N Y
NEUTRONLLC.COM
69. Choice of teams
Promise of consistency
Ownership of brand
Difficult to manage
INTEGRATED MARKETING TEAM SCORECARD
NEUTRONLLC.COM
75. Like building a cathedral,
making a movie takes
hundreds of collaborators.
NEUTRONLLC.COM
76. JOEL DARTMOUTH
KELLY MARIN
TREVOR CARMICHAEL
JOHN T. LANDON
SHARON BONDLY
PAUL DERAIN
JACQUES SOUVERAIN
MICHAEL BRAND
STEVEN GOLDSTEIN
TRENT LOCKART
JACKSON BARNES
JOSEPH AKIO
TERENCE BRADLEY
MO DERENI
ROBERT UNDERHILL
KEN SILVER
HILARY PROPRIATO
MICHAEL O. KELL
HECTOR ABONDAS
NORMAN BRIER
STACY BRECKSTEIN
JOE KALEY
BRIAN BELSEN
ABRAHAM LENDER
T. T. MCBRIDE
VAN DERICKE
JOHN R. CARLSON
VICTOR AMOS
SEAN O' KENNA
JEFFREY ROCKEN
DARREL TOM
Carlos
GEOFF WRIGHT
MARK CONTADINA
SUE SKENNIAN
CHARLIE MARQUETTE
VICTOR BANERAS
F. C. CAMERON
TELLIE PANOPOULIS
MARTIN AIRES
STEFAN C. KAISER
BILL MOORE
Smoocher Boy
Agent Sims
Agent Townsend
Agent Kruzic
Dijon
Jean-Michel
Keynes
Corelli
Johnston
Billie
Guards
Librarian
Field Officer
Bus Driver
Night Guard
Meter Maid
First Detective
Second Detective
Beat Cop
Parking Cop
Helicopter Pilot
First Old Man
Second Old Man
Tax Collector
Stunt Coordinator
Assistant Stunt Coordinator
Stunt Doubles
Mariana
Ajax
Sgt. Santos
Carter
Smoocher Boy
Agent Sims
Agent Townsend
Dijon
Stunts
STEVE ADRIAN
BOB CARTER
MICKEY DISANTIS
MIKE FLANAGAN
GEOFF IPSWICH
BARRIE LAWRENCE
JACKIE MACDOUGAL
JAMES PETRICKE
MARY STAUFFACHER
CORNELIA THERRIEN
RAUL VALERIA
BENJAMIN BARKELEY
GORDON COLERIDGE
JILLIAN DRUCKER
BILL GEORGE
MICHAEL KANTER
TERRY LEVINSON
GREG NEVILSON
PETE POLSON
FREDDIE STEEN
JEREMY TRICKETT
RONALD DEAVER-WEBB
TONY BEAUJOLAIS
IVAN DEVERSON
JOE EVANS
JULIA HARRISON
KENNETH KITTRIDGE
TED MARSTEN
BOB OSBORNE
RAY TELSON
CAB UPTON
PETER YOUNG
ROBERT G. RUNYAN
Hong Kong Kung Fu Team
YUAN Tiger CHU CHEN Dragon SEN
NEUTRONLLC.COM
77. FRANCIE MAS
CAREN THOMASON
MIGUEL TRASERO
FRANCES CHU
PEDRO BOGANILLO
NUALA CORIAN
TRACY COLLISTON
SERGIO MOLO
BENJAMIN HIRASUNA
STEPHANIE RAND
GERI DEMONDE
STELLAN GRETZKE
MADELINE BARR
LANCE DUNSTABLE
MARCO DIPAOLO
DEN MCENERY
LISA BARHAM
DRU LEE MANNING
CARRIE DUNE
MARIE BELLEAU
PAUL POLITO
ROCK HANDLER
GORDON ALBRIGHT
CRIS MORTEN
BARRIE M. HORST
JACOB TREIB
HORACE STEIN
THOM CARRABINE
ART KELLEHER
LUCIANO PROPRIO
DAVID BELL
ZUZU MANHEIM
KAREN CAROLUS
J. D. WHEATLY
WILLIAM TREVANT
STU JEFFERSON
JOSH KNIPPLE
COLIN FARRINGDON
PETER STANISLOV
KIT GOINES
BENNIE JAMESON
RICK DEMIS
STANLEY FREY
G. G. NEWMAN
DAVID WEINBERG
RICKY MONROE
WILLI STRASBURG
STAN BENTON
CHARLES CRIVORN
NORM LOFGREN
VIC DOLAN
GIORGIO VIVATO
TEL STEPHENOPOLIS
TRINI GONZALEZ
MARCI STEIN
BELINDA MCNAIR
CARI DUNN
MICHELLE TONAS
ROBERTO BELLINI
Manners and Modes Supervisor
Storyboard Artists
Art Department Researcher
Art Department Coordinator
Conceptual Designer
Graphics
Illustrator
Set Designers
Set Decorators
Script Supervisor
Camera Operator
Steadycam Operator
1st Assistant Camera
2nd Assistant Camera
Still Photographer
Sound Recordist
Boom Operators
Video Operator
Property Master
Action Vehicle Coordinators
Gaffer
Best Boy
Rigged Gaffers
Props
Key Grip
Head Grip
Dolly Grips
Rigging Grip
Make-up Artists
NEUTRONLLC.COM
78. TIM CURRIE
DONALD VERES
DAVID HUSSEIN
BRIDGET QUESTED
FRANCESCA ROTI
GREG STONE
WILL SUTTON
INGE JOHANSSON
DREW CRAIN
URSULA BIERSCH
JARED BAGMAN
KAROL CONST
RANDY HARDWICK
MAL GERICKE
CASS MONAHAN
PATRICE ARNEM
PEDRO CARILLO
SANDY PRIESTLY
JOHN LANGORF
BRENDA CALE
MARK THOMAS
KYLE M. SULLIVAN
PATRICK MAHONEY
STAV PROMIDES
MARGRIET BILL
TANIA SHAUB
BENNET JURIAN
CHUCK TRALIK
PENNY GARCIA
GRAYSON TRUE
SLIM DELGADO
BATOUTAHELL, INC
PACIFIC DREAMS, LLC
ARTISTIC RECORDS, INC.
JAY FLAMMER
Dig Composite Supv
Digital Compositors
Background Artists
CGI Lead Animators
CGI Animators
VFX Supervisor
Programmer
System Admin
Production Admin
Production Aide
Producer
Scene Graphics
CGI Artist Coord
CGI Designer
Compositors
I/O Supervisor
Assorted Visual Effects
Color Toner
Negative Cutter
Titles Designed by
Opticals by
Soundtrack Album on
Microscopic Cinematography by
CGI Artists
VISUAL LOGIC, LLC
`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
Color by COLORLAB, INC.
Prints by VISTACHROME
NEUTRONLLC.COM
106. For products that sell at retail,
the package
is often the best and last chance to make a sale.
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107. The hardest-working packages follow
a natural reading sequence.
Notices the package
Asks “What is it?”
Wonders “Why should I care?”
Wants to be persuaded
Needs proof
1
2
3
4
5
THE SHOPPER:
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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 ONL
Y 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
the stronger its management needs to be.
a brand becomes,
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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. BY MASTERING THE FIVE DISCIPLINES OF BRANDING, THE COMPANY CREATES A VIRTUOUS CIRCLE.
V A L I D AT I O N
C U LT I V AT I O N D I F F E R E N T I AT I O N
I N N O V AT I O N
C O L L A B O R AT I O N
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166. WITH EVERY TURN AROUND THE CIRCLE, THE VALUE OF THE BRAND SPIRALS HIGHER.
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169. 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.
ABOUT THE AUTHOR
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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