branding - find your zag
DESCRIPTION
Session explains how to create your uniquness, how to be different vs competitors.TRANSCRIPT
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WHEN EVERYBODY ZIGS
ZAG
Try to find your
Source: Marty Neumeier
Branding 2nd Issue …
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In reality, all companies competing in one and the same category in 95% (Zig).
They do same things, with SAME Skills, with SAME TECHNOLOGIES, use SAME Media
etc
WHAT MAKES THEM DIFFERENT – IS THAT VERY
5 % (Zag)
Reminder from previous Session
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WHERE TO SEARCH FOR OUR ZAG?
IN PRODUCTS? – NO
IN SERVICE – NO
IN FEATURES – NO
IN PROCEDURES - NO
IN BELIEFS…
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Watch Video (http://www.youtube.com/watch?v=d2SEPoQEgqA )
people don’t buy what you do - they buy why you do it.
the goal is not to sell to people what you have - the goal is to connect with people who believe what you believe
Source: Simon Sinek
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WRITE DOWN WHAT IS YOU MAJOR BELIEF
I BELIEVE THAT………………………
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6TIME TO BE MORE SPECIFIC.In FINDING OUR ZAG WE SHALL GO
THROUGH 5 CHECK POINTS
1. Who are we?2. What do we do?3. What’s our vision?4. What makes us the ONLY5. What is our Trueline
Source: Saatchi & Saatchi
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7CHECK POINT 1WHO ARE WE
No matter in what we believe, without the experience, credibility and PASSION we won’t be able to deliver, to contribute into what WE BELIEVE in.
If we look at our team we will find What is the One thing that we have in common (at least majority of us )
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Example:
In Google, people’s philosophy is “DON’T BE EVIL”
So People working in Google, have 1 thing in common, none of them is EVIL
This Clear philosophy has allowed the company not only to survive in dot-com business crisis, but to INSPIRE employees, delight users, and attract investors – to a degree no one thought possible
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9CHECK POINT 2WHAT DO WE DO
What is our Core purpose?
Hint: This is fundamental reason our Company Exists, beyond making money
This is one thing that will never change about our Company
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Exapmle:
Google’s state purpose is TO ORGANIZE THE WORLD’S INFORMATION AND MAKE IT UNIVERSALLY ACCESSIBLE
Disney’s Purpose is TO MAKE PEOPLE HAPPY
How many words will it take to articulate our purpose? If it takes more than 12, we have to go back to check point 1
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CHECK POINT 3WHAT’S OUR VISION
While Company’s purpose can be abstract, a company’s vision should be concrete
It’s an illustration of Future
A soul never thinks without an image
Source:Aristotle
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True Vision can’t be imposed on the company – it has to grow from the shared beliefs, purposes and passion of its people
The Leaders job is to shape and articulate that vision, making it memorable, inspiring
True Visions lead to COMMITMENT
rather than compliance, CONFIDENCE rather than caution
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EXAMPLE OF RELATIONSHIP BETWEEN PURPOSE & VISION
Referring to Kennedy’s years: the PURPOSE was “ADVANCING MAN’S CAPABILITIES TO EXPLORE THE HEAVENS
A vision on the other hand was “A MAN ON THE MOON BY THE END OF THE 1960”
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14CHECK POINT 4WHAT MAKES US THE ONLY
The passion, purpose and vision that drive the company may be virtually identical with those of competitors
Look: in 99% companies stating their core values use 3 or 4 virtues from this List:
1.Innovative2.Market-driven3.Customer oriented4.Ethical5.Responsive6.Collaborative
7.Trusted8. Quality-minded9.Progressive10.Proactive11.Responsible12.optimistic
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While Virtues Like this are admirable, ZAGing requires that a company define itself by what makes it UNIQUE, not what makes it admirable
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Complete the sentence:
Our Brand is the ONLY ____________________That ____________________.
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The ZAG was when CitiBank did when they positioned their company as the anti bank with Tagline:
LIVE RICHLY
and headlines like this: “For a guaranteed return on investment, try buying flowers”
“Onliness” is the true test of a ZAGIf we can’t say we are the “ONLY” let’s Go
back and start over
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Here is some Detailed Version of the Exercise to help pinpoint our onliness:
WHAT IS OUR CATEGORY?HOW WE ARE DIFFERENT?WHO ARE OUR CUSTOMERS?WHERE ARE THEY LOCATED?WHEN DO THEY NEED US?
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The only motorcycle manufacturer
that makes big, loud motorcycles
for Macho guys (and macho “wannabees”)
mostly in United States
who want to join a gang of cowboys
in era of decreasing personal Freedom
What:
How:
Who:
where:
why:
When:
EXAMPLE
HARLEY-DEVIDSON
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CHECK POINT 5HOW DO WE EXPLAIN OURSELVES
All Brand communication should emanate from an internal positioning line or “TRUELINE”
A TRUELINE is the one true thing you can say about the Brand, based on its onliness statement. It must be something competitors can’t (or won’t) claim.
In other words its company's VALUE PROPOSITION – The reason Brand matters to customers RATIONALLY
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Remember, IT’S NOT WHAT WE SAY, IT’S WHAT THEY SAY ABOUT US
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22EXAPMPLE:
SOUTHWEST AIRLINES:You Can Fly just anywhere for less than it costs to
drive
MINIThe small car for people who want a fun driving
experience
eBayThe Place to trade practically anything on earth
From customers perspective these are the basic differentiating truths about these Brands
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Once we have our trueline it’s a short step to a customer-facing TAGLINE
For Example:When SOUTHWEST SAYS:YOU’RE NOW FREE TO MOVE ABOUT THE
COUNTRY they are simply translating their trueline into a more polished form
What they are tapping into is Customers’ belief that southwest offers a kind of freedom they did not have before
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When MINI says
LET’S MOTORThey are translating a whole complex of
feelings into tribal message: “ if you appreciate small, high-performance cars and you hate American trend towards CLUMSY, GAZ-GUZZING Cars, come on and join us.”
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The Key in Crafting the truelines and taglines is to focus on a single proposition
If you find yourself finding commas or “ANDs”, you may need more focus
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26EXAMPLES OF TRUELINES AND TAGLINES
CITYBANK knows that money is only mean to happiness
LIVE RICHLY
TRUELINE
TAGLINE
AUDI MAKES CARS for People who take the road less traveled
NEVER FOLLOW
TRUELINE
TAGLINE
DISNEY LAND is the World’s Favorite amusement park
THE HAPPIEST PLACE ON EARTH
TRUELINE
TAGLINE
NIKE helps you to find inner athlete
JUST DO ITTAGLINE
TRUELINE
APPLE challenges the STATUS QUO
THINK DIFFERENT
TRUELINE
TAGLINE
LAS VEGAS is where the world goes to be Naughty
WHAT HAPPENS HERE, STAYS HERETAGLINE
TRUELINE
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Thank You
Vakhtang Antadze
GUM Category Manager Caucasus
Kraft Foods Georgia LLC Part of the Mondelēz International Family of Companies Direct: +995 32 2200 180 (Ext.108 )|Mobile: +995 599887098 19 Davit Gamrekeli Str.,Business Centre Palati, Mansard Offices No.46-47|Tbilisi,Georgia [email protected]