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First answer “Why?”Then craft your Brand’s Identity
“The managerial challenge is gettingeveryone seeing the same green apple the
same way”- Ashley Konson•
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Today’s Agenda
It’s all abot clari!ying or passion"
Assignment # 1
The importance o! $hy%
&ran' vision as a strategic plat!orm
&ran' i'entity as a strategic plat!orm
A bran' i'entity e(ercise
Pro)ect teams
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My Harry’s Research Is Now one! "ours?
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#o$%etiti&e Brand 'trategyAna(ysis
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#o$%etiti&e Brand 'trategyAna(ysis
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#o$%etiti&e Brand 'trategyAna(ysis
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'hifting )ears ** The i$%ortance ofWhy?
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'i$on 'ine+, The i$%ortanceof Why?
http://www.ted.com/talks/simon_sinek_how_great_leaders_inspire_action.html
http://www.ted.com/talks/simon_sinek_how_great_leaders_inspire_action.htmlhttp://www.ted.com/talks/simon_sinek_how_great_leaders_inspire_action.htmlhttp://www.ted.com/talks/simon_sinek_how_great_leaders_inspire_action.htmlhttp://www.ted.com/talks/simon_sinek_how_great_leaders_inspire_action.htmlhttp://www.ted.com/talks/simon_sinek_how_great_leaders_inspire_action.html
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A 'i$on 'ine+ Redo!
r Prpose 'enes $34 we 'o what we 'oby ma5ing or raison '’etre e(plicit6 or
7ission 'enes $3AT we 'o every 'ay6 or8ales 'enes 3$ we will act to 'eliver that
Prpose an' 7ission 9Ashley 5onson
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Emirates exists to connect people with the world through a new lens of perception
Discovery communications exists to satisfy people’s curiosity about the world and the universe
oogle exists to immediately satisfy every curiosity
!oca"!ola exists to inspire moments of happiness
#pple exists to empower creative exploration and self"expression
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Fi&e Fie(ds of Funda$enta( Hu$an -a(ues
;?
@4Activatinge(periences o!
happiness6won'er an'
limitlesspossibility
;>A&?=>>;=TI
>;nhancing the
ability o! peopleto connect with
one anotheran' the worl' in
meaning!lways
I7PA=TI>?=I;T4
ABecting
society broa'ly6incl'ing by
challenging thestats Co an'
re'eningcategories
I>PIDI>?;EP3elping people
e(plore newhoriFons an'
newe(periences
;8KI>?PDIG;
?iving peopleincrease'
con'ence6strength6
secrity an'vitality
$atura exists to promote well"being and strengthen relationshipsEC
%ampers exists to help mothers care for their babies & toddlers healthy'
happy developmentIE
(ercedes")en* exists to to epitomi*e a life of achievement EP
(oet & !handon exists to transform occasions into celebrations EJ
Dove exists to celebrate every woman’s uni+ue beauty IS
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Brand -ision As A 'trategic .(atfor$
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Two Mode(s of Brand Bui(dingThrough Ti$e
,ntangible added values
-alues' mission
%ersonality
)enefits
#ttributes
,ngredients
angible added values
elps ordinary people to purchase and own the kinds of
products that rich people do
!elebrating every women’s uni+ue beauty
0 moisturi*ing cream
Everything , need. #lways low prices.
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The I$%ortance of Brand -ision
“;n'ring great companies preserve their core valesan' prpose while their bsiness strategies an'operating practices en'lessly a'apt to a changing worl'H This is the magical combination o! preserve the corean' stimlate progressH”
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The /n&isioned Future
Gevelop vision o! li5ely bsiness environment in 1:
years
Giscorages incremental pro)ections6 encorageschallenging lateral view o! !tre
rom re-engineeringJre-strctring to reinventing
mar5etsJacting 'iBerently
=reate welcome change6 not shac5le' by crrentconstraints
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The /n&isioned Future
7icroso!t 9 “A worl' in which there will be a P= on every'es5”
range 9” A worl' in which all people will have there ownpersonal nmber that goes with them wherever they are
so that there are no barriers to commnicationH A wire !ree!tre where yo call people6 not places6 an' whereeveryone will benet !rom a'vances in technology”
?lobal &ran'
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The Brand .ur%ose
Answers Cestion6 “3ow will the worl' be a better placeas a conseCence o! the bran'%”
7ore than6 “Increasing sharehol'er wealth” or6 “Prot”“;n'ring great companies
'on’t e(ist merely to'eliver retrns to
sharehol'ersH In'ee'6 in atrly great company6 protsan' cash ow become li5e
bloo' an' water in ahealthy bo'y" They are
absoltely essential !or li!e6bt they are not the point
o! li!eH”
“Prot is not theob)ective o! mybsinessH It is provi'inga pro'ct an' a servicethat’s goo' enogh thatpeople give yo a prot!or provi'ing itH”- Anita Do''ic5
“&siness mst rn at aprotHHelse it will 'ieH&t when anyone triesto rn a bsiness solely
!or protHHthen also thebsiness mst 'ie6 !or itno longer has a reasonto e(istH” - 3enry or'
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The Brand .ur%ose
“>i5e helps people to e(perience the emotion o! competingan' winning”
“$e help clients bil' bran's that improve lives”
“$al-7art helps or'inary people to prchase an' own the
5in's o! pro'cts that rich people 'o”
“3allmar5 helps people to e(press their !eelings an' tostrengthen the important relationships in their lives”
“*7 solves nsolve' problems innovatively”
“7ary Kay gives nlimite' opportnity to women”
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The Brand -a(ues
3elps answers the Cestion6 “3ow is this bran' better
an' 'iBerent than other bran's%”
=laries e(pectations o! employees in cstomer valecreation
Ln'erpins 'evelopment o! bran' aligne'
organiFational cltre
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“=atalyst !or &etter6
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'hifting )ears ** 0et’s )et 'tartedBrand Identity As A 'trategic .(atfor$
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The #once%t of Brand Identity
A bran' is a 'istinctive i'entity that associates acompelling promise o! vale with a company’spro'cts or services
A bran' strategist aspires to create a set o!
bran' associations in the min's o! cstomers thatconvey a compelling promise o! vale
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Brand Identity is A Brand .(atfor$
It’s primary prpose is to provi'e a strategicplat!orm that ma5es strategy e(plicit to enablecompany-wi'e !ocs an' cohesion
The reslting bran' image is a conseCence o!sccess!l e(ection o! the strategy
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#an Be #onsidered /1ecti&e If**
3as sign-oB an' spport !rom e(ectivemanagement
Desonates with employees an' 'rives theiraction
=ompelling !or cstomers an' othersta5ehol'ers
Depresents what the organiFation can an'
will 'o over time
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Brand Identity .(anning Mode(
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-irgin Brand Identity
ervice Cality - consistent6 best-o!-category Cality 'elivere' withhmor an' air
Innovation - rst with trly innovative6 vale-a''e' !eatres an'services
n an' entertainment - a !n an' entertaining company
8ale !or money - provi'e vale in all o! its oBerings6 never )st the high-price' option
nctional benets - a vale oBering6 with Cality6 pls innovative!eatres 'elivere' with air an' hmor
;motional benets - pri'e in lin5ing to the n'er'og with an attit'e6 !n6goo' times
el!-e(pressive benets - willingness to go against the establishment6 tobe a bit otrageos
Iconclasm
Ln'er'og - ghting establishe' breacratic rms with a new creativeoBering
Personality - ants rles6 sense o! hmor6 even otrageos6 n'er'og6willing to attac5 establishment6 competent6 always 'oes a goo' )ob6 highstan'ar's
8irgin symbols
=stomers are !n companions
&DA>G;;>=;"=D;IG;>TIT4"
;ET;>G;GIG;>TIT4"
&DA>G D;3IP"
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Brand /ssence 2345 words6
A single thoght that captres the sol o! the
bran'
Gistinct !rom a tag-line
Key !nction is to energiFe employees
TimelessJrelevant !or a long perio'
>ot always !easibleJworthwhile
$orth consi'ering"
o wne' verss aspirational associationso nctional verss emotional an' sel!-e(pressive benets
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#ore 7 /8tended Identity
=ore I'entity
7ost important elements o! the bran' i'entityH 2-+elements
Deects strategyJvales o! the organiFation
At least 1 element shol' 'iBerentiate the bran'
7ore li5ely to stay constant as bran' travels thoghtime an' see5s new mar5ets an' cstomers
;(ten'e' I'entity
ther important elements6 organiFe' into meaning!lgropings
Provi'e te(tre an' completeness
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The -a(ue .ro%osition
nctional benets
Delates 'irectly to !nctions per!orme' by pro'ct orservice
ee' to !ocs on those that “ring the bell” !orcstomers
;motional benets
ccrs when prchaseJse gives cstomer positive!eeling
A''s richness an' 'epth to e(perience o!owningJsing bran'
Ln'erstan'ing reCires research on !eelings
el!-e(pressive benets
“$e are what we have” is the most power!l !act inconsmer behavior”
What is The Brand #usto$er
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What is The Brand4#usto$erRe(ationshi%?
>ormally base' on vale proposition
7ay emanate !rom i'entity in certain circmstances
=re'ibility Q$e will 'iscss the element in a sbseCent lectreR
&ran' may not always 'rive prchase 'ecision
'irectly7ay play an en'orser role
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.oints to Re$e$9erot a sprea'sheet to be lle' inH -12elements
$orth consi'ering"o Goes it captre an element important to the bran' an' its
ability to provi'e cstomer vale or spport cstomerrelationships
o Goes it help 'iBerentiate the bran' !rom the competition%
o Goes it resonate with the cstomer%
o Goes it energiFe employees%
o Is it believable%
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A Brand Identity /8ercise
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0et’s Ha&e 'o$e Fun!!*$or5ing with yor pro)ect team cra!t a &ran' I'entity tatement !or TiBany N =oH sing Aa5er’s !ramewor5H
&ran' trategists are o!ten e(pecte' to in!er a bran'’s plat!orm by
con'cting a rigoros analysis o! the bran'’s bsiness strategy an'actions in the mar5etplaceH
o start by briey thin5ing throgh what yo 5now abot each bran'’sbsiness strategyH $hat is their mar5et% 3ow 'o they compete" TheirPrpose6 7ission6 8ales6 8ale Proposition6 assets an' competencies
an' their !nctional area strategies an' programs% OPay specicattention to the ,Ps Then !ocs yor 'iscssion on the variosleverage points in the “&ran' I'entity ystem” part o! Aa5er’s mo'el to'etermine the core i'entity6 e(ten'e' i'entity6 vale propositions an'essence o! the bran'H Then 'ra!t the I'entity tatementH
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Pro'ct Place Price People Promotion
The :.s
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Ti1any 7 #o* Brand Identity
&DA>G;;>=;"
=D;IG;>TIT4"
;ET;>G;GIG;>TIT4"
&DA>G D;3IP"
8A"
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.re%aration For 'ession ;
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Red Bu((, The Anti4Brand Brand
$hat is De' &ll% $hat is its heritage%
$hat associations 'o the bran' stewar'saspire to create in the min's o! the bran'’scstomers%
$hat is De' &ll’s mar5eting strategy%
o
Gescribe its target mar5eto Gescribe the bran'’s 'istribtion strategy
o Gescribe the bran'’s mar5eting strategy
3ow 'i' competition 'evelop over time%
Go yo believe that De' &ll shol'entertain a more tra'itional mar5etingapproach to sstain its growth%
$hat mar5eting approach has been ta5enbeen !or the past !ew years%
Gevelop a positioning statement !or De'&ll
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Ne8t Wee+
&ran' Plan assignment review
http://ashleykonson.com/1231/24/25/brands"need"a"platform"but"which"one"is"best/
http://ashleykonson.com
/1236/27/26/rule"1"for"global"brand"leaders"they"are"galvani*ed"by"purpose"and"beliefs/
http://ashleykonson.com/2012/07/05/brands-need-a-platform-but-which-one-is-best/http://ashleykonson.com/2014/03/04/rule-2-for-global-brand-leaders-they-are-galvanized-by-purpose-and-beliefs/http://ashleykonson.com/2014/03/04/rule-2-for-global-brand-leaders-they-are-galvanized-by-purpose-and-beliefs/http://ashleykonson.com/2014/03/04/rule-2-for-global-brand-leaders-they-are-galvanized-by-purpose-and-beliefs/http://ashleykonson.com/2014/03/04/rule-2-for-global-brand-leaders-they-are-galvanized-by-purpose-and-beliefs/http://ashleykonson.com/2014/03/04/rule-2-for-global-brand-leaders-they-are-galvanized-by-purpose-and-beliefs/http://ashleykonson.com/2012/07/05/brands-need-a-platform-but-which-one-is-best/http://ashleykonson.com/2012/07/05/brands-need-a-platform-but-which-one-is-best/http://ashleykonson.com/2012/07/05/brands-need-a-platform-but-which-one-is-best/