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How To Develop and Reinvent a Personal Brand (A Case Study)

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Ateneo Graduate School of Business
Ateneo Graduate School of Business

The World''s Most Important Brand is the Brand With Your Name On It. If branding is important to product success, it is just as important for Personal brands! But how do you develop and reinvent Personal Brands. In this case study, some autobiographical personal branding insights over a 19 year period are shared by Prof. Remigio Joseph De Ungria of the Ateneo Graduate School of Business.

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www.josephdeungria.comwww.josephdeungria.com CASE EXAMPLE How to Develop and Re-Invent a personal brand Vcoach Bong De Ungria Ateneo Graduate School of Business
www.josephdeungria.com To brand or not to brand is not the question!
www.josephdeungria.com To brand or not to brand is not the question! The REAL question is: HOW to Develop a Personal BRAND?
www.josephdeungria.com HOW TO BRAND? This marketing case study covers: 1. Selecting & Building Brand DNA 2. Creating a unique brand logo 3. Building a brand story 4. Animating like a TV Commercial 5. Positioning the brand 6. Improving logo & positioning over time
www.josephdeungria.com 1a. Selecting your Brand DNA 1. DNA- Like Fingerprint, One of a Kind 2. USP – Unique Selling Proposition 3. Differentiator- What Makes Brand Different from All Others
www.josephdeungria.com 1b. My personal Brand DNA I teach MBA students at the Ateneo. What is the best way to call this work? 1. Professor- ordinary and not best match 2. Coach- better description but still ordinary 3. Coach = Consistent Achievement: now has meaning but still ordinary 4. Vcoach = Vision-Driven Consistent Achiever
www.josephdeungria.com 1c. Building Brand DNA I teach marketing at the Ateneo. What is the best way to further differentiate this? 1. Marketing – ordinary 2. Hypermarketing – “extra” but still ordinary 3. I believe that everything is both business and personal… 4. Hypermarketing2= Highly personal, high performance marketing! (2nd Brand DNA)
www.josephdeungria.com HOW TO BRAND? This marketing case study covers: 1. Selecting & Building Brand DNA 2. Creating a unique brand logo 3. Building a brand story 4. Animating like a TV Commercial 5. Positioning the brand 6. Improving logo & positioning over time
www.josephdeungria.com From 2009 to 2010, this was my modified brand logo using an image lifted from the internet V vCoach Comment: Better than nothing, but a poor branding effort
www.josephdeungria.com I decided that it was time to really practice what I preach by levelling up the personal brand… 1. Selecting & Building Brand DNA 2. Creating a unique brand logo 3. Building a brand story 4. Animating like a TV Commercial 5. Positioning the brand 6. Improving logo & positioning over time
www.josephdeungria.com This is YOU and this can be ME. We are just like everyone else.
www.josephdeungria.com We Flex muscles and Aim High!
www.josephdeungria.com Green ground and ball are directions from business goals
www.josephdeungria.com Red racket are personal goals that create leverage for business
www.josephdeungria.com True power comes when business (green) & personal (red) converge
www.josephdeungria.com Positioning in the minds of the target markets: my students 1. Selecting & Building Brand DNA 2. Creating a unique brand logo 3. Building a brand story 4. Animating like a TV Commercial 5. Positioning the brand 6. Improving logo & positioning over time
www.josephdeungria.com High Performance in business, Highly personal Plans= Hyper 2.0
www.josephdeungria.com Vcoach is Vision Driven COnsistent ACHievement thru Hyper 2.0 Plans
www.josephdeungria.com I-Serve is the means (brand promise!)
www.josephdeungria.com vCoach Serves both business and personal
www.josephdeungria.com The Brand has to evolve! 1. Selecting & Building Brand DNA 2. Creating a unique brand logo 3. Building a brand story 4. Animating like a TV Commercial 5. Positioning the brand 6. Improving logo & positioning over time
www.josephdeungria.com Can the vCoach brand be improved?
www.josephdeungria.com Yes, visual brand improvements in color, empHASIS & s p ace
www.josephdeungria.com Introducing Vcoach 3.0 and Hypermarketing 3.0
www.josephdeungria.com Introducing Vcoach 3.0 and Hypermarketing 3.0
www.josephdeungria.com # Hashtag emphasizes that 21st century technology hyperlinks our 1 personal & business brand to everything
www.josephdeungria.com # Hashtag emphasizes that 21st century technology hyperlinks our 1 personal & business brand to everything #Hyperlinked Whether We like it or not Whether We know it or not
www.josephdeungria.com Hypermarketing 3.0
www.josephdeungria.com Hypermarketing 3.0 = 1 High Performance +
www.josephdeungria.com Hypermarketing 3.0 = High Performance 2 Highly personal +
www.josephdeungria.com Hypermarketing 3.0 = High Performance Highly personal 3 Hyperlinked# +
www.josephdeungria.com Hypermarketing 3.0 = High Performance Highly personal Hyperlinked# SERVICE
www.josephdeungria.com Inspired by the Ateneo Graduate School of Business Mission: Expertise+ Integrity + Service
www.josephdeungria.com A comparison of brand elements…
www.josephdeungria.com Summary 20 yr Brand r-Evolution (1994-2013) 1994- 2008 NO PERSONAL BRANDING Remigio Joseph De Ungria common “Coach” Bong De Ungria
www.josephdeungria.com Summary 20 yr Brand r-Evolution (1994-2013) 1994- 2008 NO PERSONAL BRANDING Remigio Joseph De Ungria common “Coach” Bong De Ungria 2009-2010 Josephdeungria.com V vCoach
www.josephdeungria.com Summary 20 yr Brand r-Evolution (1994-2013) 1994- 2008 NO PERSONAL BRANDING Remigio Joseph De Ungria common “Coach” Bong De Ungria 2009-2010 Josephdeungria.com 2011-2012 Hypermarketing 2 Vcoach Serves! Contamination Marketing V vCoach
www.josephdeungria.com Summary 20 yr Brand r-Evolution (1994-2013) 1994- 2008 NO PERSONAL BRANDING Remigio Joseph De Ungria common “Coach” Bong De Ungria 2009-2010 Josephdeungria.com 2011-2012 Hypermarketing 2 Vcoach Serves! Contamination Marketing 2013 Hypermarketing 3 V vCoach
www.josephdeungria.com Student Assignment Create your brand today! 1. Identify what makes you unique (Brand DNA/ USP/ Differentiator) 2. Create a unique brand logo 3. Building a brand story 4. Animate like a TV Commercial 5. Position what the brand can do 6. Improving logo & positioning over time
www.josephdeungria.comwww.josephdeungria.com CASE EXAMPLE How to Develop and Re-Invent a personal brand Vcoach Bong De Ungria Ateneo Graduate School of Business

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