forget advertising - branding is about culture

FORGET ADVERTISING – EFFECTIVE BRANDING IS ALL ABOUT CULTURE AND CHANGE

MANAGEMENT

D. JOHN CARLSONAnd

STEVE CARTLEDGE

Hosted by MOORE STEPHENS

WELCOME

(image Neil Pace)

NEIL PACEMANAGING PARTNERMOORE STEPHENS

D. John Carlson

(Image of - John Carlson)

• A Behavioural Scientist with 30 years consulting to Australian businesses governments

• A Strategic Planner specialising in personal branding, corporate branding and communication

• A Public Speaker to a range of audiences on a range of marketing and communication topics.

• A Company Director with practical experience in applying his theories and principles

Steve Cartledge

(image of Steve Cartledge)

(profile Steve)

INTRODUCTORY REMARKS

‘Brand is a noun. It is a verb. It may be about what we do. But, overall, it is all about what is in the mind – the mind of the consumer and the mind of the employee’. Sudio Sudarsan

‘Your brand is formed primarily, not by what your company says about itself, but what the company does’. Jeff Bezos, Kindle

THE STAGES

• DEFINE

• CREATE

BRANDING STRATEGY AND CULTURE

D. John Carlson

WHAT IS A BRAND?

WHAT DO PEOPLE EXPECT OF YOUR BUSINESS?

IS THERE JUST ONE KIND OF BRAND?

WHAT IS THE WORLDS MOST SUCCESSFUL BRAND?

WHAT DO ALL GREAT BRANDS HAVE IN COMMON?

HOW DO WE DEFINE OUR BRAND?

A SIMPLE CORPORATE MODEL

• Purpose – why do we exist?• Vision – what are we trying to achieve?• Values – what do we hold dear?• Expertise – what do we do?• Personality – what are we like to deal with?• Positioning – what makes us different?

DEFINE THIS BRAND

DEFINE THIS BRAND

So…………WHAT IS YOUR PURPOSE?

SO………….WHAT IS YOUR VISION?

SO………WHAT ARE YOUR VALUES?

SO……….WHAT ARE YOUR EXPERTISE?

SO….. WHAT IS YOUR PERSONALITY?

And….WHAT IS YOUR POSITIONING?

IS THE A GAP AND CAN YOU BRIDGE IT?

HOW DO YOU ESTABLISH A BRAND?

CULTURE

What behaviours (culture) are required to deliver your brand and communicate your:• Purpose?• Vision?• Values?• Expertise?• Personality?• Positioning?

COMMUNICATION

WHY IS THIS BRAND LOOSING ITS LUSTER?

SO WHAT ARE MOST IMPORTANT SECRETS OF A SUCCESSFUL BRAND?

THE FIRST SECRET

BEHAVE BEFORE YOU COMMUNICATE

THE SECOND SECRET

ENSURE ABSOLUTE CONSISTENCY

COFFEE TIME

LIVING THE BRAND

Steve Cartledge

(Steve’s presentation}

CONCLUDING REMARKS

(closing remarks from Neil Pace)