Let’s Start by dispelling some myths.

FIRSTFIRSTBrand is not a logo.

SECONDSECONDA brand is not an identity.

A brand is not a product.

So

What exactlyIs a brand?

It’s a GUT FEELING because people Are emotional, intuitive beings.

It’s a person’s gut feeling,

Because brands are defined by individuals,

Not companies, markets, or the public

In other words…

IT’S NOT WHAT YOUYOU SAY IT IS.

IT’S WHAT THEYTHEY SAY IT IS.

Why is branding so hot?

1. People have too many choices and too little time2. Most offering have similar quality and features3. We tend to base our buying choices on trust

TRUSTTRUST

Trust comes from meeting and beating customer expectations.

Trust Reliability DelightTrust Reliability Delight

$$A brand have a monetary value.A brand have a monetary value.

No doubts.No doubts.

5 ways to measure brand value:

1. Price premium2. Customer preference3. Replacement cost4. Stock price5. Future earnings

The main purpose of branding is to get more people more people to buy more stuffmore stuff for more years more years at a high pricehigh price.

BangBang

Success Success

BuckBuck

Trust comes from meeting and beating customer expectations.

PredictionPrediction

Brand will become the most powerfulStrategic tool since the spreadsheet.

ProblemProblemIn the most companies, STRATEGY

Is separated from CREATIVITY by a wide gap.

When both sides work together,

You can You can build a charismatic brand

Any brand can be charismatic.

EVENEVENYOURS.YOURS.

But first,

DISCIPLINE 1 : DIFFERENTIATEDISCIPLINE 1 : DIFFERENTIATE

FACT:FACT:Our brain act as a filter to protect us from too much information

Be Different.Be Different.

Solution:

The three most important words in differentiating you brand:

1 - FOCUS

2 - FOCUS

3 - FOCUS

The focus test:

1. Who are you? _____________________2. What do you do? ___________________3. Why does it matter? ________________

You need more focus.You need more focus.

Unless you have compelling answer to theses question,

DISCIPLINE 2: COLLABORATEDISCIPLINE 2: COLLABORATE

Like buildingA cathedral,Building a brandIs a collaborative project.

AndAnd that’s OK!that’s OK!

MYTH:MYTH:

Wide experience leads to deep insights.

FACT:FACT:Deep insights come from deep experience.

Because

The mathematics of collaborations

Is nothing less than

MAGICMAGIC..

DISCIPLINE 3: INNOVATEDISCIPLINE 3: INNOVATE

ExecutionExecution

Not strategy Is where the rubber meets the road.

Why do companies have so much trouble with creativity?

DISCIPLINE 4: VALIDATEDISCIPLINE 4: VALIDATE

The new communication modelIs a dialogue.

Let’s do one simple test.

The Swap test!

Existing trademarks

Whit name swapped

Did you see something wrongsomething wrong?

If not, take a look again!

DISCIPLINE 5: CULTIVATEDISCIPLINE 5: CULTIVATE

Brands are like people

If people can change their clotes without changing their characters…

Why brand can not?

Old Paradigm:

Control the

LOOK AND FEELLOOK AND FEEL of a brand.

New Paradigm:

Influence the

CharacterCharacter of a brand.

IF a brand looks like a duck and swimsLike a dog, people will distrust it.

So let’s say you’ve

DIFFERENTIATED,DIFFERENTIATED,COLLABORATED,COLLABORATED,INNOVATEDINNOVATEDAND VALIDATED.AND VALIDATED.

You’ve added the left brain to the right brain.

What’s your next movemove?

Share

Your new knowledgeYour new knowledge

Differentiation

Collaboration

Innovation

Validation

Cultivation

YOU BUILDYOU BUILD

A sustainable competitiveA sustainable competitive advantageadvantage