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Branding & Marketing Essentials I Unison

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Unison spoke at the WDCEP's Entrepreneur Road Map seminar on branding and marketing Essentials held at Venable. (11/12/14)

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Branding & Marketing Essentials I Unison

  1. 1. Brand Signals Steven Kostant Executive Brand Strategist Unison Washington, DC November 12, 2014 Proprietary and Confidential
  2. 2. Products are made in the factory. But brands are made in the mind. — Walter Landor, Brand Pioneer Proprietary and Confidential 2
  3. 3. Physical • Name • Logo • Type • Color • Slogan Emotional • Attitude • Personality • Experience • Story • Social PHYSICAL: Trademark or distinctive name identifying an organization and its products and/or services. EMOTIONAL: The promise of an experience or lifestyle. It is the bonding between the organization and the customer. Brand Basics Proprietary and Confidential 3
  4. 4. What a Brand is Not… Stating the Obvious Proprietary and Confidential 4
  5. 5. Proprietary and Confidential 5 What a Brand is… A Simple, Clear Idea
  6. 6. Proprietary and Confidential 6 What a Brand Does… Communicates Quickly
  7. 7. What a Brand Does… Provides Product Extensions Proprietary and Confidential 7
  8. 8. What a Brand Does… Drives an Experience Proprietary and Confidential 8 E-commerce Celebrity Nike Town Innovations
  9. 9. Proprietary and Confidential 9 What a Brand Does… Grows the Bottom Line
  10. 10. Top 10 Global Brands: (Interbrand 2014) 1. Apple 2. Google 3. Coca-Cola 4. IBM 5. Microsoft 6. GE 7. McDonalds 8. Samsung 9. Intel 10. Toyota In many cases, a company’s brand is its most valuable asset. Proprietary and Confidential 10
  11. 11. Ultimate is Citizenship Proprietary and Confidential 11
  12. 12. Brand + Strategy Proprietary and Confidential 12
  13. 13. Brand Strategy Platform Proprietary and Confidential 13 Culture Audience Organization What are the needs? Emotional triggers? What are the trends? Environment? What can be fulfilled? Proven? Legacy? BRAND STRATEGY PLATFORM Promise Values Pillars Position
  14. 14. Proprietary and Confidential 14 Find the White Space
  15. 15. Proprietary and Confidential 15 Seek Differentiation
  16. 16. Analyze Proprietary and Confidential 16
  17. 17. Proprietary and Confidential 17 Clarify
  18. 18. Proprietary and Confidential 18 Engage
  19. 19. Humanize Proprietary and Confidential 19
  20. 20. Proprietary and Confidential In a hyper connected and noisy world, brands need to humanize – giving them a sense of purpose and a rallying cry to advocate for their customers. They must connect emotion to story, audience to action, value to results. Imagine what your brand could be… 20 The Big Picture
  21. 21. Proprietary and Confidential 21 Guided by proven insights and fueled by creativity, we amplify the human connection between brands and their audiences — making them meaningful and seamless across the virtual and physical worlds. We Humanize Brands. The Big Picture
  22. 22. Proprietary and Confidential 22 Characteristics of a Humanized Brand + + + = BRAND Trustworthy Relevant Authentic Empathetic HUMANIZED
  23. 23. Proprietary and Confidential 23 Analyze Ideate Design Prototype Evaluate Activate BRAND HUMANIZATION Process Phases
  24. 24. Proprietary and Confidential 24 Analytics Brand Strategy Content Strategy Creative & Design Physical & Virtual Media Activation Social & Digital OUTCOMES Purpose-driven Platform agnostic Stakeholder relevance Integrated channels Measurable outcomes Offering & Verticals CLIENTS Corporations Non-Profits Public Sector
  25. 25. In Closing: 7 Brand Signal Imperatives Simplify: Brands are clear ideas that reside in the mind. Listen: Gain complete insights — audience, culture, business. Delight: Do not underestimate the power of emotions. Transform: Compel audiences through value, design and authenticity. Integrate: Surround the customer with a fully sensory brand experience. Execute: Without a creative execution, a brand strategy is a side note. Benchmark: Evaluate metrics — research, competition and brand maintenance. Humanize: Recognize a brand by its humanity, and you realize new potential. Proprietary and Confidential 25
  26. 26. Proprietary and Confidential Steven Kostant steven@unison.net 26 Thank You

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