new branding
DESCRIPTION
TRANSCRIPT
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LET’S START BY DISPELLING SOME MYTHS.
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FIRSTA brand is not a logo.
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SECONDA brand is not an identity.
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FINALLYA brand is not a product.
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So what exactly is a brand?
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A BRAND IS A PERSON’SGUT FEELING ABOUTA PRODUCT, SERVICE,OR ORGANIZATION.
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It’s a GUT FEELING because peopleare emotional , intuitive beings.
It’s a PERSON’S gut feeling,because brands are defined by individuals,not companies, markets, or the public.
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In other words…
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IT’S NOT WHAT WE SAY IT IS.
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IT’S WHAT THEY SAY IT IS.
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WHY IS BRANDING SO HOT?
1. People have too many choices and too little time
2. Most offerings have similar quality and features
3. We tend to base our buying choices on trust
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TRUST
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Trust comes from meeting and beating customer expectations.
T=r+dTRUST RELIABILITY DELIGHT
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The main purpose of branding is to getmore people to buy more stuff
for more years at a higher price.
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The main purpose of branding is to getmore people to use more of our services
for more years at a higher price.
TO PUT IN OUR TERMS:
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In most companies, STRATEGY is separated from CREATIVITY by a wide gap.
PROBLEM
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STRATEGIC THINKERS
Analytical
Logical
Linear
Numerical
Verbal
CREATIVE THINKERS
Intuitive
Emotional
Spatial
Visual
Physical
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DOES OUR LEFT BRAIN KNOW WHAT OUR RIGHT BRAIN IS DOING?
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When both sides work together,we can build a charismatic brand.
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A CHARISMATIC BRAND is any product,service, or organization for whichpeople believe there’s no substitute.{ }
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QUIZ:Which of these brands are charismatic?
AMAZON
APPLE
BURGER KING
COLDWATER CREEK
DASANI
DISNEY
DK BOOKS
EVEREADY
FORD
GENERAL ELECTRIC
HANES
HITACHI
HOME DEPOT
IKEA
KMART
KRISPY KREME
LEVI’S
LONGS DRUGS
MACY’S
MINI COOPER
NEWSWEEK
NISSAN
NORDSTROM
OXO GOODGRIPS
PEPSI-COLA
PRELL
RCA
REEBOK
RUBBERMAID
SAFEWAY
SAMSUNG
SEARS
SOUTHWEST AIRLINES
UNITED ARTISTS
VIRGIN
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QUIZ:Which of these brands are charismatic?
AMAZON
APPLE
BURGER KING
COLDWATER CREEK
DASANI
DISNEY
DK BOOKS
EVEREADY
FORD
GENERAL ELECTRIC
HANES
HITACHI
HOME DEPOT
IKEA
KMART
KRISPY KREME
LEVI’S
LONGS DRUGS
MACY’S
MINI COOPER
NEWSWEEK
NISSAN
NORDSTROM
OXO GOODGRIPS
PEPSI-COLA
PRELL
RCA
REEBOK
RUBBERMAID
SAFEWAY
SAMSUNG
SEARS
SOUTHWEST AIRLINES
UNITED ARTISTS
VIRGIN
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Any brand can be charismatic.
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EVENOURS.
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But first,
we have to master the FIVE DISCIPLINES OF BRAND-BUILDING.
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DISCIPLINE 1: DIFFERENTIATE
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FACT:
Our brains act as filters to protectUs from too much information.
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WE’RE HARDWIRED TO NOTICE ONLY WHAT’S DIFFERENT
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SOLUTION:
BE DIFFERENT.
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People join different tribes for different activities.
COOKING - WILLIAMS-SONOMA
SPORTS - NIKE
DRIVING - VOLKSWAGEN
TRAVEL - ORBITZ
READING - AMAZON
BANKING - CITIBANK
COMPUTING - DELL
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ON SUNDAYS THEY WORSHIP HARLEY,GOD OF THE OPEN ROAD.
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The three most important words in differentiating your brand:
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1. FOCUS
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2. FOCUS
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3. FOCUS
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THE FOCUS TEST:
1. Who are you?____________________________
2. What do you do? _________________________
3. Why does it matter? ______________________
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LET’S ANSWER THESE:
1. Who are you? A non-profit organization offering quality, affordable child care in Lafayette, Indiana.
2. What do you do? We offer the highest quality child care in the area, at a very competitive price.
3. Why does it matter? We fill a need for child care in the area and especially cater to low-income families.
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Unless you have compelling answers to these questions,
you need more focus.
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Is this the right focus? Is this the focus we want to project to the public?
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DISCIPLINE 2: COLLABORATE
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LIKE BUILDINGA CATHEDRAL,
BUILDING A BRANDIS A COLLABORATIVE
PROJECT.
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It takes a villageto build a brand.
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THERE ARE THREE BASIC MODELSFOR ORGANIZING BRAND COLLABORATION:
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The ONE-STOP SHOPcontains the resourcesto develop andsteward the brand.
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The BRAND AGENCYhires best-of-breedfirms to help developand steward the brand.
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The INTEGRATED MARKETING TEAMis managed internally with opencollaboration amongbest-of-breed specialists.
This is OUR model.
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INTEGRATED MARKETING TEAM SCORECARD
Choice of teamsPromise of consistencyOwnership of brand
Difficult to manage
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DISCIPLINE 3: INNOVATE
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not strategy—is where the rubber meets the road.Execution—
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CREATIVITY IS WHAT GIVES BRANDS THEIR TRACTION IN THE MARKETPLACE.
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Why do companies have so much trouble with creativity?
Because creativity is right-brained,
and strategy is left-brained.
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THE REASON THE BEATLES WERE WILDLY SUCCESSFULIS BECAUSE “THEY NEVER DID THE SAME THING ONCE.”
THE REASON THE BEATLES WERE WILDLY SUCCESSFULIS BECAUSE “THEY NEVER DID THE SAME THING ONCE.”
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QUESTION:
How do you know when an idea is innovative?
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WHEN IT SCARES THE HELL OUT OF EVERYBODY.
ANSWER:
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TOO PREDICTABLE =
NO SURPRISE =
NOTHING NEW =
NO SURPRISE
NOTHING NEW
NO VALUE
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To begin with,
the brand needs a stand-out name.
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The seven criteria of a stand-out name:
1. DISTINCTIVENESS
2. BREVITY
3. APPROPRIATENESS
4. EASY SPELLING AND PRONUNCIATION
5. LIKABILITY
6. EXTENDABILITY
7. PROTECTABILITY
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Tippecanoe County Child Care did not stand out.In fact, it created confusion.
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We all agreed we need to update our brand.
What better time to change the name than while doing just that?
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First, I asked YOU, the board which names you liked best…
Tippecanoe - child development centersGreenthumb - child development centersSavant - child development centersAnd Tyler Too - child development centersChild Care NetworkProdigy - child development centersGreater Lafayette Child Care ServicesTippecanoe Child Care and EducationRight Steps - child development centersBurton Child Care Centers
Select your top 2 choices of names from the list below. (The winner will not necessarily be the final name. This is simply to gauge your perception of what the name should be.)
cccccccccc
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Results:
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So we got two clear winners:
Tippecanoe Child Care and Education
Right Steps – Child Development Centers
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Now what?
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Let’s do some more research!!
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We sent out a survey to around 500 local parents:
Dear Parents,
The Child Care Resource Network has been asked to assist a local child care organization with providing feedback about their name. In order to do so, we are asking that you please take a minute or so to answer the 2 questions on the survey link given below.
Thanks in advance!!!
https://www.surveymonkey.com/s/Z7TDZBD
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1. Please rate how strongly you agree or disagree that the names listed below reflect the following attributes.
Tippecanoe Child Care Right Steps- Child and Education Development Centers
Offers high quality child care
Employs a caring staff
Encourages parent involvement
Follows research-based practices
Inclusive environment
Is community-minded
2. Considering the potential names, how likely would you be to call each of the facilities for information if you were searching for child care.
Tippecanoe Child Careand Education
Right Steps –Child Development Centers
Extremely likely Very likely Somewhat
likelySomewhat unlikely Very unlikely Extremely
unlikely
We took the top 2 names that you selected… and asked some questions:
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RESULTS: 41 out of the 500 responded.
Please rate how strongly you agree or disagree that the names listed below reflect the following attributes.
Tippecanoe Child Care and Education
Answer OptionsStrongly
AgreeAgree
Neither Agree nor Disagree
DisagreeStrongly Disagree
Response Count
Offers high quality child care 11 8 16 2 2 39Employs a caring staff 5 12 19 1 2 39Employs a competent staff 6 17 13 1 2 39Encourages parent involvement 4 10 20 3 2 39Follows research-based practices 5 9 21 2 2 39Inclusive environment 6 12 17 2 2 39Is community-minded 11 12 14 1 1 39
48 80 120 12 13Right Steps - Child Development Centers
Answer OptionsStrongly
AgreeAgree
Neither Agree nor Disagree
DisagreeStrongly Disagree
Response Count
Offers high quality child care 10 14 13 0 0 37Employs a caring staff 9 8 19 1 0 37Employs a competent staff 7 14 15 1 0 37Encourages parent involvement 5 12 18 1 1 37Follows research-based practices 7 17 13 0 0 37Inclusive environment 6 13 15 3 0 37Is community-minded 3 10 20 4 0 37
47 88 113 10 1
Question
Totalsanswered question 40
skipped question 2
Question 1: RAW DATA (NOTE THAT THERE WERE 2 LESS RESPONSES FOR RIGHT STEPS)
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Let’s weight the answers to get a better picture:
Strongly Agree
3
Agree2
Neither Agreenor Disagree
1
Disagree-1
Strongly Disagree
-2TOTAL
Tippecanoe Child Care and Education 144 160 120 -12 -26 386
Right Steps - Child Development Centers 141 176 113 -10 -2 418
Let’s graph this info:
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Strongly Agree Agree Neither Agree nor Disagree
Disagree Strongly Disagree
TOTAL
-50
0
50
100
150
200
250
300
350
400
450
Tippecanoe Child Care and Education
Right Steps - Child Development Centers
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RESULTS: 41 out of the 500 responded.
Question 2: RAW DATA (NOTE THAT THERE WERE 3 LESS RESPONSES FOR RIGHT STEPS)
Considering the potential names, how likely would you be to call each of the facilities for information if you were searching for child care
Answer OptionsExtremely
likelyVery likely
Somewhat likely
Somewhat unlikely
Very unlikely
Extremely unlikely
Rating Average
Response Count
Tippecanoe Child Care and Education 9 14 9 3 2 4 2.68 41Right Steps - Child Development Centers 11 12 9 5 1 0 2.29 38
answered question 41skipped question 1
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Let’s weight the answers to get a better picture:
Extremely likely
Very likely Somewhat likely
Somewhat unlikely
Very unlikely Extremely unlikely
TOTAL
Tippecanoe Child Care and Education 27 28 9 -3 -4 -12 45Right Steps - Child Development Centers 33 24 9 -5 -2 0 59
Let’s graph this info:
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Extre
mely lik
ely
Very lik
ely
Somew
hat lik
ely
Somew
hat unlik
ely
Very unlik
ely
Extre
mely unlik
elyTO
TAL
-20
-10
0
10
20
30
40
50
60Tippecanoe Child Care and Education
Right Steps - Child Development Centers
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Question 2
Considering the potential names, how likely would you be to call each of the facilities for information if you were searching for child care
Please rate how strongly you agree or disagree that the names listed below reflect the following attributes.
Question 1
Tippeca
noe Child
Care an
d Educati
on
Right S
teps -
Child Dev
elopmen
t Cen
ters
0
10
20
30
40
50
60
TOTAL
Tippeca
noe Child
Care an
d Educati
on
Right S
teps -
Child Dev
elopmen
t Cen
ters
370375380385390395400405410415420
TOTAL
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We have a winner!!!!!
Right Steps – Child Development Centers
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So is this the right choice?
Let’s see if it fits the criteria…
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1. DISTINCTIVENESS – No other market specific competition with that name, or
anything close to it.
2. BREVITY – It is short and to the point and gives a clear message.
3. APPROPRIATENESS – It is appropriate for the market.
4. EASY SPELLING AND PRONUNCIATION – Yep!
5. LIKABILITY – It is high in the likeability scale
6. EXTENDABILITY – Unlike Tippecanoe Child Care and Education, using the word
‘tippecanoe’ it does not limit us geographically in the future.
7. PROTECTABILITY – There is a Right Steps Boutique Preschool & Childcare Center in
Richboro, PA. However, it does not appear to have ‘Right Steps’ copy-written.
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A GREAT NAME deserves GREAT GRAPHICS.
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So let’s do a little more research!
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Blue:•Calmness or serenity
•Color most preferred by men
•Color used for most offices (People are more productive in blue rooms)
•Associated with water and peace
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Red:•Evokes strong emotions
•Encourages appetite
•Passion or intensity
•Love
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Let’s take a vote.
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DISCIPLINE 4: VALIDATE
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VALIDATION means bringing theaudience into the creative process.{ }
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THE OLD COMMUNICATION MODEL WAS A MONOLOGUE.
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THE NEW COMMUNICATION MODEL IS A DIALOGUE.
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QUESTION:
How can you test your most creative ideasBEFORE they get to market?
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HINT:
Not with largequantitative studiesor focus groups.
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QUANTITATIVE STUDIES BURY THE PROBLEM IN HEAPS OF UNHELPFUL DATA.
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FOCUS GROUPSWERE INVENTED TO FOCUS THE RESEARCH,
NOT BE THE RESEARCH.
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ANDDIRTY.QUICK, CHEAP,
THE BEST TESTS ARE
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Better a rough answer to the right questionthan a detailed answer to the wrong question.
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CHEAP-QUICK-DIRTY TEST 1:
The SWAP TEST is a proof for trademarks.
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If the names and graphics of two trademarks arebetter when swapped, then neither is optimal.
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EXISTING TRADEMARKS
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WITH NAMES SWAPPED
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CHEAP-QUICK-DIRTY TEST 2:
The HAND TEST is a proof for a distinctive voice.
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If you can’t tell who’s talking when the trademarkis covered, then the brand’s voice is not distinctive.
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CHEAP-QUICK-DIRTY TEST 3:
The FIELD TEST is a proof for any conceptthat can be prototyped.
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If your audience can’t verbalize your concept,you’ve failed to communicate it.
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SHOPPERS CHARACTERIZEDTHE PACKAGE CONCEPT
ON THE MIDDLE-RIGHT SHELFAS “A FASTER PENCIL.”
BINGO.
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Field tests measure five things:
1. DISTINCTIVENESS
2. RELEVANCE
3. MEMORABILITY
4. EXTENDABILITY
5. DEPTH OF MEANING
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DISCIPLINE 5: CULTIVATE
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Business is a process, not an entity.
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A living brand is a pattern of behavior,not a stylistic veneer.
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Brands are like people.
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IF PEOPLE CAN CHANGE THEIR CLOTHES WITHOUT CHANGING THEIR CHARACTERS…
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WHY CAN’T BRANDS?
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OLD PARADIGM:
Control the
LOOK AND FEELof a brand.
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NEW PARADIGM:
Influence the
Characterof a brand.
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IF A BRAND LOOKS LIKE A DUCK AND SWIMSLIKE A DOG, PEOPLE WILL DISTRUST IT.
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DIFFERENTIATED,COLLABORATED,INNOVATED,AND VALIDATED.
So let’s say you’ve
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+
YOU’VE ADDED THE LEFT BRAIN TO THE RIGHT BRAIN.
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Your brand is now NUMBER ONE in its category.
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What’s your next move?
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A continuing brand education program.
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YOU BUILD
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A sustainable competitive advantage.