brand as a category not a product

© Synapse world2009

Making Brand a Category

Not a Product


What is a Brand?

A Brand is beyond the Name & Logo, but it is something that reflect the company, both Visually and Verbally.

It is what connects between the buyer and the seller.


The rise and fall of Razr


Razr has lost his Buzz

• Motorola falls on weak sales

• Motorola to slash 6, 500 jobs

Why?


2004: The first ultra thin phone


Motorola was HOT

• 2005 net profits:

$4.6 Billion

• Previous 10 years:

$1.3 Billion Total


A Product, not a Brand


Motorola also introduced:

• Razr – Razor • Krzr – Krazor• Slvr – Silver• Pebl – Pebol – shape of a rock.• Rokr – Rocker – Music Player (Rock & Roll)


Lets tie them all together:

Moto :– Moto-rola

Welcome screen: Hello Moto!


MotoRazr -

MotoKrzr -

MotoSlvr -

MotoRokr -MotoPebl -


MotoSlim

New Products:

MotoMing -

Motorola Q -


Moto-Confusion


Startec good Brand

Motorola was a problem

The first Claimshell Phone.


General Motors

• Chevrolet

• Cadillac

• Buick

• GMC

Although in Europe: Opel/Vauxhall – which is 35% Production


Integrated Corporate Services LimitedA.K.A

ICS Limited

ICS Brands:

•Staff Management

•Resourcing

•Fleet management

•ICS Training

☺☺☺☻ Where is Talent Management?


What does ICS Training mean to you?

•ICS is a Company Name not a Brand

How can Training sell?

•Maybe use the Original Brand Name First, then use marketing

Why marketing?

Marketing is not about markets; marketing is about MINDS.

The MIND comes first, market follows where the mind leads.

The MIND doesn’t think markets. The mind thinks Categories.


What is ICS doing?

•Divergence?

•Convergence?

•Staff Management

•Resourcing

•Fleet management

•ICS Training

☺☺☺☻

Diverge Well


What is convergence?

• coming together: a coming together from different directions, especially a uniting or merging of groups or tendencies that were originally very different.

•Staff Management

•Resourcing

•Fleet Management

•Talent Management

Converging


For company’s to grow they must be Brand focus, not Product focus


Thank you

brand as a category not a product

Documents

brand synapse world2009

razr synapse world2009

product synapse world2009

phone synapse world2009

motorokr synapse world2009

aproblem synapse world2009

total synapse world2009

production synapse world2009