While different people will have different approaches to developing and managing brands, we believe there are some fundamental constructs and truths about brand strategy that need to be considered in any brand strategy process. We\'ve developed a short presentation on some of the fundamentals of brand strategy.
This document discusses developing a brand strategy and summarizes key points in brand positioning, identity, and image. It explains that brand identity is how a brand strategist wants a brand to be perceived, while brand image is how a brand is currently perceived by customers. Brand positioning communicates part of the brand identity to target segments. The document emphasizes translating a brand promise into a customer experience strategy and vision so employees can deliver the brand as intended. It questions how to map customer engagement opportunities to the brand vision and measure progress through key metrics.
Jonathan Lee, Managing Director, Brand Strategy, and Ken Allard, Managing Director, Business Strategy at HUGE, gave this presentation at "Ambidexterity 2," the VCU Brandcenter's Executive Education program for account planning on June 24th at the VCU Brandcenter in Richmond, VA.
We look at the role of the Brand Leader, how to develop marketing execution strategy, tools to make marketing decisions and how to give direction to an agency.
60 Minute Brand Strategist: Extended and updated hard cover NOW available.Idris Mootee
This book includes the very latest thinking on branding and brand strategy. It has been published in different many languages and use by top global brands to train their brand managers. New updated hard cover version is not available from Amazon May 2013
Pls view in full screen mode. Published in more than 5 languages.
The document discusses how to approach big ideas in today's digital world. It advocates defining the creative brief, big idea, and engagement strategy in a more participatory way that considers how technologies and culture have changed. Specifically, it recommends:
1) Fueling the brief by understanding real problems and how audiences participate rather than just saying things at people.
2) Defining ideas as platforms that live on and are generous, multifaceted, responsive, and propagated rather than just TV campaigns.
3) Awesifying ideas by building ecosystems and engagement strategies tailored to cultural behaviors on channels like social networks, rather than just disrupting them.
4) Using the RISE framework to recruit,
An overview of the types of brand architecture. A brand architecture needs to align to the corporate's overall brand strategy. It needs to be robust and have the ability to grow and adapt.
The more beloved the brand, the more valuable the brand.
For more on Beloved Brands, here are a few of our most popular articles
1. Beloved Brands Marketing Training programs.
https://beloved-brands.com/brand-management-training/
2. Our Beloved Brands Mini MBA is an online marketing course to help your marketing career.
https://beloved-brands.com/mini-mba/
3. Simple process to build your Brand Positioning Statement
https://beloved-brands.com/brand-positioning/
4. How to write a Marketing Plan
https://beloved-brands.com/marketing-plans/
5. Our one-page strategic plan
https://beloved-brands.com/brand-strategy-roadmap/
6. The best and worst of a Creative Brief
https://beloved-brands.com/creative-brief-line-by-line/
7. Marketing Plan Template
https://beloved-brands.com/product/marketing-plan-template/
8. Our one-page Brand Plan
https://beloved-brands.com/brand-plans
9. How to understand Brand Architecture
https://beloved-brands.com/brand-architecture
10. How to use Marketing Funnels to analyze your brand
https://beloved-brands.com/marketing-funnels/
Strategic Planning & the Importance of Consumer insightsKaren Saba
A high level presentation shedding light on what Strategic Planners really do at creative agencies and the importance of consumer insights in the world of planning. It is an interactive presentation with a 'Guess the insight' section at the end.
Please feel free to download, improve, and share the credits.
The document provides an overview of a branding project conducted for Retalix by Designit. It describes the 5 phases of the project: 1) Discovery through interviews and research, 2) Developing brand strategy including values, vision, and architecture, 3) Creating messaging and positioning, 4) Developing visual identity including logo, and 5) Implementing the brand internally and externally. The branding process helped improve Retalix's perception internally and externally and strengthened their position enough that when they were acquired by NCR, the acquirer preferred to maintain the Retalix brand.
This is our brand management training workshop on brand positioning. Your brand positioning statement defines the target market, consumer benefits, both functional and emotional, as well as support points.
This document discusses the essentials of branding, including:
1) The difference between a brand and branding is that a brand exists in people's minds through associations, while branding aims to influence those associations.
2) Starting a branding project requires the right reason, commitment to the brand strategy, focusing on customers, and analyzing the brand's equity to uncover opportunities.
3) Creating a brand involves defining the brand idea, architecture, personality, and experience through elements like the creative brief, verbal and visual identities, and ensuring the brand promise is delivered.
How to Create a Killer Creative Brief with Wild AlchemyUnited Adworkers
United Adworkers had the honor of hosting Lynette Xanders with Wild Alchemy to share her incredible knowledge and insights on "How to Create a Killer Creative Brief". For more information about Wild Alchemy and Lynette Xanders, visit WildAlchemy.com.
This document discusses the concept of disruption in marketing. Disruption involves radically new ideas that help brands reach their vision faster, as opposed to convention which involves doing the same things repeatedly. The document provides examples of disruptive strategies used by companies like Apple, Adidas, Vinamilk and Best Carings that helped make their brands more inspiring and successful. These strategies established emotional connections with customers rather than just focusing on product features or promotions.
One-way marketing (interruption) is often more effective than two-way marketing (engagement) for large brands communicating with significant numbers of people. While two-way marketing aims to directly involve consumers, people generally do not care much about brands and are less likely to actively engage or participate. Examples show that memorable one-way ads like the Cadbury Gorilla commercial can be more effective at reaching large audiences with positive brand messaging than two-way social media campaigns, which typically see very low rates of actual consumer engagement. The most robust case studies continue to show traditional one-way marketing performing well compared to two-way approaches.
Gray's Cookies is a family-owned brand known for its healthy, low-calorie cookies. While it has found success among health-conscious "proactive preventers", its awareness and sales among mainstream consumers remains low. This document outlines Gray's key issues, including the need to transition from a product-led to idea-led brand in order to connect more deeply with consumers and dominate the growing "good for you" cookie segment. It analyzes drivers like Gray's tasty products and brand health among early adopters, as well as inhibitors like weak advertising holding back awareness growth. The main challenge is how to increase Gray's appeal beyond its niche and lead its category.
Lovemarks Presentation - Brand Pioneers April 9 2013Panelteam
Lovemarks
Arjan Kapteijns – CEO Saatchi & Saatchi
Saatchi & Saatchi is the Lovemarks company. Arjan looked closely at the question: What makes some brands inspirational, while others struggle? With inspiring case studies he will explain what Lovemarks are and how they deliver beyond their expectations of great performance.
THE BRAND GAP is the first book to present a unified theory of brand-building. Whereas most books on branding are weighted toward either a strategic or creative approach, this book shows how both ways of thinking can unite to produce a “charismatic brand”—a brand that customers feel is essential to their lives. In an entertaining two-hour read you’ll learn:
• the new definition of brand
• the five essential disciplines of brand-building
• how branding is changing the dynamics of competition
• the three most powerful questions to ask about any brand
• why collaboration is the key to brand-building
• how design determines a customer’s experience
• how to test brand concepts quickly and cheaply
• the importance of managing brands from the inside
This document is a project report on LEGO submitted to a professor. It includes an executive summary, introduction on LEGO's history and early development. It also discusses LEGO's marketing mix, product life cycle, product positioning, market segmentation, advertising, market research, consumer buying behavior, product development, and distribution strategy. The project was completed by MBA students as part of their coursework.
1. The document discusses managing global brands and the challenges of achieving local relevance while maintaining a consistent global brand. Some key challenges discussed include balancing global consistency with cultural adaptation, determining which elements of the brand can be adapted locally versus remaining consistent globally, and determining which brands are best suited to be global mega-brands versus local brands.
2. Transitioning local brands to global brands is also discussed, outlining strategic options like fading a local name into a global name over time or making an instant switch. Drivers of a company's international product line are also mentioned.
3. Achieving cultural relevance while maintaining authenticity to the core brand is highlighted as important. Examples are given of ensuring translations and adaptations are
How to create Design Strategy for a brandbala murugan
Method of creating Design Strategy with pictorial example
- factors to be consider
- analyze them with the right person
- Creativity Vs Research
- Who is the expert?
- The selling factor
- What is design strategy and what it includes?
This document provides an overview of design research and how it can be used at different stages of the product development process. It outlines three types of design research: foundational, generative, and evaluative research. A five-day research plan is presented, including preparation, interviews, and debriefing. Guidance is given on preparing research objectives and hypotheses, conducting effective interviews, and debriefing to refine ideas. The goal of design research is to gain insights into user needs and problems to help guide the creation of solutions.
A startup’s guide to brand strategy: 4 steps to bootstrap human-centered desi...Startupbootcamp
This workshop walks through 4 step by step methodologies based on design thinking principles for how to bootstrap customer insights and begin a brand strategy. Each step is illustrated by a concrete example of a brand and UX refresh conducted at Startupbootcamp Istanbul for Benimcep, a secure online-marketplace for people to buy and sell smartphones at a discount and under warranty. Presented in the final month of the accelerator, it serves as a gut-check for entrepreneurs to see how well they understand their target customers and if they built a brand experience based on that understanding.
Presented by: Megan Colgan is co-founder of The GO Project and a mentor and entrepreneur in residence at Startupbootcamp Istanbul 2014 helping with brand development, customer experience design and marketing strategy. (Find her @MegColgan)
Workshop Philosophy:
Empathy is the impetus of great design. Customer empathy—a fundamental understanding of a customer’s values, needs, perceptions and emotions—is at the core of designing a successful product, a successful user experience and it is at the core of designing a successful brand.
Studies like the Stengel 50 and an analysis by co:collective on Storydoing, prove that brands that connect to and deliver human value are more successful in acquiring customers, creating advocates, earning customer loyalty, and performing financially. Such success is rooted in authentic customer connection which requires digging much deeper than aesthetics and tactics. It requires talking to and understanding customers through constant feedback and iterative testing.
We’ve always been an organization with strong values, but scaling our Employer Brand with such rapid growth takes more than a compelling Employer Value Proposition (EVP). We needed to find a way to iterate on our current frameworks. To articulate and capture what makes Hootsuite special, and make it easy for current and future employees to sing from the same sheet of music.
Our answer was to develop an Employer Brand playbook, “A Guide to #HootsuiteLife.” The playbook was developed to share the why, what, and how we approach Employer Brand; including examples of Employer Brand campaigns and how our peeps can bring them to life. Focused primarily on equipping our talent department, we also wanted to build something that our employees felt equally empowered by.
Use this playbook to inspire your own employer brand.
Brand strategy- Customer experience re-design for a financial services firmLeapFrogStrategy
We first developed an inspiring and differentiated (v/s competition) experience vision. Its definitions across the different service dimensions reflected the elements that would be central to on ground delivery and the key aspects that would guide customer interaction.
Brand Strategy Document - Eternal UprisingSean Taylor
Eternal is a premium lifestyle streetwear brand inspired by the modern warrior. Its mission is to inspire passion and its vision is to support a movement of people who live life to the fullest by following their dreams. The brand aims to inspire others through its products and community. It represents a state of mind to go for your dreams without hesitation. Eternal differentiates itself through thoughtful design, an empowering ethos, reasonable prices, and inclusiveness across interests. It seeks to engage its community in a movement promoting spiritual and physical empowerment.
Kellogs:Positioning is around healthy & wholesome eating for breaksfast.The challenge being- cereals are a category not everyone has on a daily basis .A marketing strategy driven by digital which helps consumers understand the advantages & convinces them to start eating Kellogs regularly.
Chango Design is a brand design firm that specializes in creating profitable brand strategies through smart identity design, marketing collateral, and packaging design. They aim to help clients differentiate themselves and deliver exceptional customer experiences at every touchpoint. Chango has 18 years of experience developing identities for both global and startup brands. Their services include brand development, identity and style guidelines, logos, sales and marketing materials, packaging, and more. Their goal is to identify the key drivers of a brand and develop visual and verbal elements that will create the right perception and position clients for profitability.
The Brand Strategy Canvas: a One-Page Strategy for Startupspatrickjwoods
(First, grab a copy of the Brand Strategy Canvas at brandstrategycanvas.com)
Branding is hard for startups. News flash: It’s hard for everyone. So we built a tool to make it easier.
A clear-cut path for startups toward a rock-solid foundation for their brand. It’s the Brand Strategy Canvas—a single-page, step-by-step formula that serves as a starting point for a stronger brand.
Who are we? Advertising-slash-startup vets at one of the largest independent agencies around. We’ve spun years of experience into the Canvas, turning brand strategy into a process, not a philosophy.
The document provides brand guidelines for a brand focused on helping professional women release their inner brilliance through coaching. It explores the brand's message, visuals, and expression. The brand foundation section outlines the brand's core idea of helping women build powerful personal brands, who the brand serves (professional women ready to transition to entrepreneurship), and the end result (clients show up more powerfully and confidently). It also discusses the brand's personality archetypes of magician and explorer, point of view, and unfair advantages around being a great teacher and the brand's personality and timing.
The document outlines an agenda for a brand communication workshop. The workshop aims to define a brand's core values, strengths, and identity. It includes 6 exercises to analyze the target audience, explore brand associations, visualize the brand identity, assess features and benefits, develop a brand proposition, and determine brand values. The workshop follows a structured timing plan and aims to provide a final brand map, mood boards, insights, and recommendations to help guide the brand's future marketing strategy.
Brand architecture is the structure of brands within a company and how they relate to each other. It defines hierarchies and how sub-brands support or detract from corporate brands. Brand architecture should be fluid to leverage maximum value as markets change rapidly. There are different types of architectures including monolithic, endorsed, and branded. Developing an effective brand architecture is a process that involves auditing brands, defining brand essences, considering strategic fit, and engaging designers to create visual expressions. An important role is the brand architect, who bridges strategy and expression by providing innovative brand solutions.
Brand strategy is important for developing customer choice and shareholder value. A brand represents the sum of mental connections customers have to a product or service. It is built upon competitive advantages that meet customer needs and values in a way that differs from alternatives. Without an identifiable brand, customers have no clear way to choose one option over others. An effective brand strategy is aligned with business strategy and culture, and integrated across all customer touchpoints. Those who do not invest in defining their brand risk having the market define it instead.
How UX Strategy can bridge the gap between brand promise and customer reality, presented by Tim Loo, Strategy Director and Partner at Foolproof, Europe's leading experience design company.
The webinar presentation was first broadcast 13 December 2011.
The document discusses branding from multiple perspectives including corporate branding, product branding, and brand DNA. It outlines six steps to differentiate, develop, and detect brands over time from diagnosis through direction. Branding is shown to encompass vision, mission, objectives, propositions, initiatives, benefits, personality, value, essence, and infrastructure. The goal is to travel the path of brand realization.
This document outlines the branding process used by Carty Design + Media. It is a 5 phase process that includes conducting research, clarifying strategy, designing identity, creating touchpoints, and managing assets. The goal is to establish direction, purpose, and energy for a company's brand. It affects all communications and promises kept to key audiences. An effective corporate branding process conveys the essence and character of a company to determine its viability.
This document discusses maximizing brand value through branding strategies and execution. It covers brand value, what makes a strong brand, and the process of maximizing brand value, which includes conducting a brand audit, developing a brand strategy, and executing the strategy through branding elements and management over time. The goal is to understand the current brand, identify strengths and weaknesses, and develop an optimal strategy and plan to strengthen the brand and grow its value.
The document discusses brand strategy and implementation. It covers topics such as defining the customer as the king and queen, maintaining an election day mindset all year long to engage customers, and using the "royal formula" of alignment, attachment, authenticity, and advocacy to create a champion brand. It also addresses developing a brand architecture and taking a holistic approach to executing the brand strategy internally and externally.
The document discusses four critical areas for Singapore companies to focus on in order to build strong brands that can grow within and beyond Singapore. The four areas are: 1) Understanding tangible and intangible aspects of brands, 2) Having a long-term brand vision and strategy, 3) Ensuring deep company-wide brand commitment, and 4) Measuring brand-building efforts. It provides details and examples for each area, and recommends action steps companies can take to address each area.
The document discusses branding, communication, and public relations. It covers several key points:
1) Your brand defines your identity and differentiates you from competitors. It is your competitive advantage.
2) PR helps build brands by creating stories and publicity that shape perceptions and close the gap between how a brand wants to be seen and how it is actually seen.
3) PR is more credible and trustworthy than advertising because the content is influenced rather than self-proclaimed. It achieves visibility and acceptance from third party endorsements.
Capgemini Consulting provides expertise in business innovation and transformation. They use an Innovation Framework to map out the innovation lifecycle and an Innovation Management Framework to outline key building blocks. Their approach involves challenging existing innovation strategies using scenarios, assessing innovation portfolios' impact on business models and technology, and accelerating projects' value creation. They also help clients align business models within their value chains through integration.
This document discusses four principles for building leadership brands by design:
1. Articulate and inculcate a clear brand strategy based on in-depth consumer insights. Develop a strategic framework and ensure it is understood throughout the organization.
2. Establish a differentiated brand promise that separates the brand from competitors on both rational and emotional benefits. For example, Pantene's promise of beautiful hair through health.
3. Build the brand foundation on deep consumer insights, including both expected and compelling benefits within a category. Leverage regional and cultural knowledge for true global leadership.
4. Ensure the brand has elasticity to capitalize on new opportunities by extending relevant benefits to new areas, as consumer trust
Brand Amplitude's perspective on measuring brand equity. Includes definition of brand equity, review of brand equity measurement approaches by leading academics and practitioners (Keller, Aaker, Reichfeld, Rust, Gregory, Gerzema, more). Includes examples of brand measures and in-depth examination of share tiering approach to measuring equity.
Integrated brand management process of brand rating and brand makermonzeron
This document describes an integrated brand management process developed through a cooperation between Brand Rating and BrandMaker. The process links brand strategy to implementation through analysis of brand indicators, strategic planning aligned with corporate strategy, operational planning, comparison of targets to implementation, and controlling. The goal is to increase brand profits through a consistent brand presentation that realizes the brand strategy.
Brandgraphica is an integrated design and brand communications agency based in the UK. They have been established for seven years with eight permanent staff members and specialist consultants. Brandgraphica aims to help clients realize powerful futures for their brands through graphic design and achieve extraordinary results. They offer brand identity, communications, and marketing programs and services to clients.
We transform ideas and businesses into strong brands through branding strategies and design. We help companies innovate, evolve, and achieve success by guiding and expanding their vision. Our solutions include brand strategy, identity, implementation, and management. For the past 8 years we have successfully helped clients across many sectors build and enhance their brands.
The document discusses the strategic role of product management. It argues that product management is needed for companies to become truly market-driven by identifying customer problems and communicating these to other departments to build products that people want to buy. It distinguishes product management from marketing, which it defines as understanding customer needs rather than promotional activities. It also differentiates product management from sales by describing how product management ensures the company focuses on solving customer problems rather than just selling existing products.
The Independent Dealer Executive Academy (IDEA) is a 4.5 day training program designed for dealer principals, presidents, and general managers. It covers key areas to ensure business functions like sales, service, finance, and administration execute according to industry benchmarks. Topics include accounting, financial reporting, service operations, sales operations, managed network services, acquisitions, and strategic planning. The goal is to prepare dealer executives to achieve benchmarks in areas that are critical to operational and financial performance.
The document summarizes a study conducted to measure the brand equity of Colgate toothpaste using a modified version of the Winning Brands model of brand equity measurement. The study measured consumer loyalty, ability to charge a price premium, and brand leveragability. It found that Colgate has the highest Brand Equity Index of 6.415 out of 10, compared to indexes of 3.703 for Pepsodent and 2.421 for Dabur. Colgate's strong brand equity is attributed to its high consumer loyalty and ability to charge a price premium, though it is not considered a highly leveragable brand.
Similar to Brand Masterclass Week Five - Developing Brand Strategy (l) (20)
The document discusses design thinking and its application in business. It explains that design thinking is an iterative process that uses techniques like empathy, prototyping and experimentation to solve problems in new ways. It allows companies to harness collective imagination and customer insights. The document also outlines how design thinking can be applied in different business functions like marketing, product development and strategy to drive innovation.
Idris Mootee, CEO of Idea Couture Inc., gave a lecture at the Ivey School of Business on global strategy and innovation. He discussed how the world is becoming increasingly hyper-connected and how industries are converging. He argued that companies must think globally to find growth opportunities, noting that emerging markets like China and India present enormous potential customers and talent. However, companies must understand local needs and adapt locally to succeed globally. Mootee suggested companies pursue a balanced approach of global integration and local responsiveness in their strategies.
This document outlines 10 lessons of innovation based on experience in the field. The lessons are: 1) Innovation involves selling ideas as well as inventing them. 2) Brainstorming needs structure and rules. 3) Creativity is not the same as innovation, which builds on creative ideas. 4) There is no single clear or simple path to innovation. 5) Innovation occurs at the intersection of unrelated ideas. 6) Innovation requires respectful but intense debate of ideas. 7) Innovation benefits from critical evaluation of flaws and failures. 8) Innovation has its own visual and verbal methods of communicating ideas. 9) Prototyping and failing early are important to innovation. 10) Intrinsic motivation, not money, drives radical
The document is a 15-minute crash course on innovation by Idris Mootee, CEO of Idea Couture Inc. It discusses how thinking is limited by theories, biases, and bounded awareness. It provides tips on avoiding hindsight bias and being foresight-deficient. Key quotes emphasize breaking patterns to see things differently, doing new things rather than just dreaming them up, failing innovatively, and solving impossible problems with one idea. The document encourages exploring the intersection of ideas and putting big ideas into action.
The document lists 10 habits of companies that lag in innovation: 1) being afraid of risks and failure, 2) lacking diversity in processes, 3) overreliance on mature products with a weak innovation pipeline, 4) continuing practices that brought past success, 5) having an inward focus, 6) trying to develop all ideas in-house, 7) applying six-sigma principles to everything, 8) thinking focus groups equal customer centricity, 9) thinking design is about aesthetics, and 10) believing innovation does not require resource commitment.
Innovation and Design Thinking - Idris MooteeIdris Mootee
The document outlines 10 design thinking principles for business and strategy innovation presented by Idris Mootee, CEO of Idea Couture Inc. The principles are: using creativity to organize problems; bringing customer empathy; using conceptual drawings to discover relationships; breaking challenges into manageable chunks; focusing the organization with a common mission; creating tangible prototypes; using storytelling to articulate customer scenarios; immersing cross-functional teams in challenges; uncovering unmet customer needs through research; and using design as a language to describe new concepts.
CEO Innovation Playbook Public Short Version Part TwoIdris Mootee
This document discusses barriers to innovation and strategies for overcoming them. It summarizes that as companies grow larger, they become more specialized and complex machines that are difficult to change. An innovative idea may require destroying the existing wiring of the business. The document also discusses three myths about innovation: that it is mostly accidental, can be achieved through strategic planning, and is about being first to market. It argues that recognizing valuable accidents and being correctly positioned are more important. The document provides an overview of different types of innovation including business models, experiences, services, processes, products, and technology. It concludes with a discussion of intellectual property management for innovation.
CEO Innovation Playbook Public Short - Idris Mootee Part OneIdris Mootee
This document is part 1 of 2 of "The CEO's Innovation Playbook" by Idris Mootee. It introduces the concept of design thinking as a new management practice that fuels innovation. It argues that many businesses are missing opportunities by over-managing and under-innovating. The document provides tips for spotting market vulnerabilities and shifts to stay ahead of competition through innovation.
This document discusses the concepts of Web 2.0 and Media 2.0. Web 2.0 refers to emerging cultural practices on the internet where users are increasingly helping to generate content, rather than just consuming it. Media 2.0 is driven by convergence of different media enabled by new technologies, which is lowering barriers for anyone to participate in cultural production and sharing their creations globally through platforms like blogs and podcasts. This democratization of media production is shifting power away from traditional large media companies towards grassroots, citizen-led movements online.
The document discusses the rise of mobile social networks. It predicts that consumer demand for social media and user-generated content on mobile devices will increase sharply over the next year. Mobile social networks are also expected to become a $13.1 billion industry by 2011. Additionally, location-based social services using GPS on mobile phones are forecast to grow from 0.5 million users currently to over 20 million users by 2011. The document examines the nature and value of social networks and how they are evolving to become dynamic and context-dependent as more aspects of people's social lives move onto mobile devices.
Eight Deadly Sins Of Web 2.0 Start-Ups - Idris MooteeIdris Mootee
The document outlines nine deadly sins that can doom startups. These sins include lack of founder happiness, inauthentic ideas not based on personal experience, inability to focus on a core idea or product, being technology-driven rather than user-focused, excessive spending before profitability, desiring too much ownership and power over others, arrogance, surrounding oneself with boring people, and failing to acknowledge one's own limitations. The author urges founders to avoid these pitfalls in order to have a successful startup venture.
Web 2.0 Start-Up Field Guide - Idris MooteeIdris Mootee
The document provides advice for web 2.0 entrepreneurs on starting a business. It discusses the key components needed for a business, including money, commitment, and knowledge. It outlines common mistakes like not having enough capital or believing a feature is a business. The document also discusses strategies for finding investors, including understanding the investment climate and continuum from angels to venture capitalists. It provides tips on developing the business model and positioning the company for future investment.
The document discusses customer experience design. It defines customer experience as the interactions a customer has with a company over time, including marketing, sales, delivery of service, and post-sales support. It argues that companies should shift from being product-driven to being customer experience-driven by focusing on interactions, relationships, and value for the customer throughout their journey. The crossover of business, design, and technology can create new strategic advantages for companies by improving the customer experience.
The document outlines an open source advanced branding strategy masterclass hosted by Idris Mootee on his website www.mootee.typepad.com starting in the third week of August 2007. It discusses concepts like the expanded brand experience in a digital context, the importance of customer experience, engagement, advocacy and equity, and how brands can leverage social networks and new digital channels like mobile and video. Participants can register on the website and be part of shaping future industry thinking around branding.
Open Source Advanced Brand Strategy MasterClassIdris Mootee
This document announces an open source advanced branding strategy masterclass hosted on a blog starting in August 2007 with no tuition fees, classes, textbooks, or travel required. All lectures will be delivered via the host's blog, Wikipedia, Facebook, del.icio.us, YouTube, and Google Docs in a Web 2.0 style of open source learning, with the goal of democratizing professional knowledge and making the best thinking available to more people for their jobs. The first class will begin the third week of August 2007 and more information will be available at the listed website.
The document discusses the emerging role of information architects (IAs) in online social networks and communities. As social networks grow into active, collaborative communities on a large scale, a new system of influence will emerge with unknown qualities and powers. This self-organizing system will be disruptive in nature. IAs' role is shifting from organizing and presenting information to facilitating interactions and social connections between users. The new focus is on designing for participation and co-creation across connected devices and networks.
The document discusses strategies for discovering opportunities for innovation. It outlines several myths about innovation, including that innovations are accidents, market research is effective for validation, and radical innovations can be achieved through strategic planning. It also discusses where to look for big ideas, such as customer unmet needs, discontinuities, market shifts, and disruptive innovations. Specific strategies are provided, such as looking beyond incumbent companies, exploring under the radar options, and using prototyping as a problem-solving tool.
1) The document discusses various predictions and trends for the future including that by 2010, technologies will be more integrated and disrupt existing industry structures.
2) It is predicted that by 2010, most people will change jobs frequently working for virtual companies and may feel more loyalty to online communities than local geographic communities.
3) Several technologies are discussed that could emerge by 2010-2020 including low-cost PCs, personalized products ordered from different suppliers, new approaches to beauty not focused on age, and indexing multimedia information across networks.
Future of Marketing MBA Lecture - Part OneIdris Mootee
The document summarizes a lecture at the Rotman School of Management about marketing. It discusses how marketing needs to change given new technologies and consumer behaviors. Consumers are increasingly using social networks and digital/mobile media over traditional TV, newspapers and magazines. Brands need to engage consumers through innovative experiences across multiple media channels rather than just advertising to them. Marketers must recognize that consumers value community, connectivity and authentic interactions with brands online.
KALYAN MATKA | MATKA RESULT | KALYAN MATKA TIPS | SATTA MATKA | MATKA.COM | MATKA PANA JODI TODAY | BATTA SATKA | MATKA PATTI JODI NUMBER | MATKA RESULTS | MATKA CHART | MATKA JODI | SATTA COM | FULL RATE GAME | MATKA GAME | MATKA WAPKA | ALL MATKA RESULT LIVE ONLINE | MATKA RESULT | KALYAN MATKA RESULT | DPBOSS MATKA 143 | MAIN MATKA
Kalyan Satta Kalyan Matka 420 Kalyan Satta Matka Kalyan Chart Kalyan Jodi Chart Kalyan Panel Chart Kalyan Night Chart Kalyan Night Panel Chart Kalyan Night Jodi Chart Kalyan Open Fix Kalyan Final Main Bazar Chart Main Bazar Panel Chart Main bazar Jodi Chart
Kalyan Panel Chart Kalyan Matka Panel Chart Kalyan Jodi Chart Kalyan Chart Kalyan Matka Kalyan Satta Kalyan Panna , Patti Chart Kalyan Guessing
#satta #matka #kalyantoday #matkaboss
#matka420 #indiaMatka #sattamattamatka143 #sattamatka #indianMatka #kalyanchart #kalyanmatka #kalyanjodichart #matkaguessing #indianmatka #matkafixjodi #KalyanJodiChart #KalyanPanelChart
#KALYANTODAY
#KALYANSATTA
#SATTAMATKA
#KalyanJodiChart #KalyanChart #KalyanPanelChart
#mainbazartoday
#mainbazartrick
#mainbazartoday
#mainbazar
Satta Matka Satta Matta Matka 143 Kalyan Chart Kalyan Matka Kalyan Satta Matka Fix Jodi Chart Kalyan Panel Chart Dp Boss Matka Guessing 143 24 Satta Batta Matka Boss Otg Kalyan night Chart Milan Night Panel Chart Satta Matka Result India Matka Boss Otg
KALYAN MATKA | MATKA RESULT | KALYAN MATKA TIPS | SATTA MATKA | MATKA.COM | MATKA PANA JODI TODAY | BATTA SATKA | MATKA PATTI JODI NUMBER | MATKA RESULTS | MATKA CHART | MATKA JODI | SATTA COM | FULL RATE GAME | MATKA GAME | MATKA WAPKA | ALL MATKA RESULT LIVE ONLINE | MATKA RESULT | KALYAN MATKA RESULT | DPBOSS MATKA 143 | MAIN MATKA
SattaMatka, Boss Matka, Matka Boss, Satta Boss, Matka Satta,Sata Mataka, Satta Mataka, Satta Matka net, Satta Matka.com, Satta Matka Chart, Kalyan Matka Result, Today Matka Jodi, Kalyan Main Matka tips, Kalyan Matka Guru, Aaj ka satta Kalyan Jodi, today satta number, Satta Matta Matka, sata matka, satta result, rajshree matka result, satta Kalyan, satta matka com, satta matka mobi, Matka boss, sattamatka143, sattabatta, indianmatka, result matka, sattaka matka com, satta matka.net, Kalyan chart, Kalyan result, Kalyan penal Chart, Kalyan satta, satta matka Kalyan, satta matka com, satta matka net, satta batta, fix fix fix satta number, Satta Matka 143, ka matka, worli matka, matka bajar, Satta Matta Matka 143, satta chart, Satta Matka guessing, Satta, matka 420, Satta Matta Matka and Matka result, Satta Matka, all Matka, Setka Matka, Matta Matká, Satta m, india Matka, Matká Satta, Matka Boss otg, Indian Matka guessing, final ank,final ank open, final ank jodi, final ank guessing, Satta matka 420, matka satta 420,
#Satta Matka #Satta Matka Guessing #Kalyan Matka Guessing #Matka Guessing Forum #Matka Guessing 143 #Simple Matka Guessing #Matka Trick #Dpboss Guessing #Satta Matka 143 Guessing #Satta Matka God #Satta King Guess #Free Matka Guessing #Kalyan Matka Trick #Satta Matka Gods #Satta King Guessing #Satta Matka #Matka Guessing #Satta #Matka #Satta Matta Matka #Matka Result #Satka Matka #all Matka #Setka Matka #Matta Matkà #Kalyan Matka #Indian Matka #Sattamatka #Matka Satta #Satta.Matka #Kalyan Chart #Kalyan penal Chart #Matka Guessing #Matka Boss otg #Matka 420 #matka Indian Matka,Matka Boss Otg, Free Matka Boss, Matka 420 #Matka 786 #Kalyan Guessing #Satta Guessing #dpboss.social #dpboss.guru #dpboss.expert#dpbosss.com#SATTA_MATKA_KALYAN_HEAD_OFFICE #sattamatkaresult.in#dpboss #sattamatkaresult #Indiana #Setka #KALYAN#Mattapan #SATTA #satka #allnatural #SattaMatka #indianwedding #FreeGame #matta#kalyanmatka #matkaboss #Matka420 #indianMatka #KalyanChart #matkaotg #sattatrick #MAINBAZAR #kalyanjodichart #indiaMatka
How AI is Disrupting Service Industry More Than Design ThinkingBody of Knowledge
Artificial Intelligence (AI) and Design Thinking are two powerful tools that, when used together, can revolutionize the service industry. By combining these approaches, businesses can develop innovative solutions that enhance customer experience, increase efficiency, and drive growth. Here's how AI and Design Thinking are disrupting the service industry
KALYAN MATKA | MATKA RESULT | KALYAN MATKA TIPS | SATTA MATKA | MATKA.COM | MATKA PANA JODI TODAY | BATTA SATKA | MATKA PATTI JODI NUMBER | MATKA RESULTS | MATKA CHART | MATKA JODI | SATTA COM | FULL RATE GAME | MATKA GAME | MATKA WAPKA | ALL MATKA RESULT LIVE ONLINE | MATKA RESULT | KALYAN MATKA RESULT | DPBOSS MATKA 143 | MAIN MATKA
Satta Matka Dpboss Kalyan Matka Results Kalyan Chart KALYAN MATKA | MATKA RESULT | KALYAN MATKA TIPS | SATTA MATKA | MATKA.COM | MATKA PANA JODI TODAY | BATTA SATKA | MATKA PATTI JODI NUMBER | MATKA RESULTS | MATKA CHART | MATKA JODI | SATTA COM | FULL RATE GAME | MATKA GAME | MATKA WAPKA | ALL MATKA RESULT LIVE ONLINE | MATKA RESULT | KALYAN MATKA RESULT | DPBOSS MATKA 143 | MAIN MATKA
KALYAN MATKA | MATKA RESULT | KALYAN MATKA TIPS | SATTA MATKA | MATKA.COM | MATKA PANA JODI TODAY | BATTA SATKA | MATKA PATTI JODI NUMBER | MATKA RESULTS | MATKA CHART | MATKA JODI | SATTA COM | FULL RATE GAME | MATKA GAME | MATKA WAPKA | ALL MATKA RESULT LIVE ONLINE | MATKA RESULT | KALYAN MATKA RESULT | DPBOSS MATKA 143 | MAIN MATKA
Satta Matka | Satta Matta Matka 143 | Fix Matka | Indian Satta | Kalyan Chart | Fix Fix Fix Satta Namber | Kalyan Satta | Kalyan Matka | Kalyan Panel Chart | Kalyan Jodi Chart | Satta Result | Satta Live | Satta Guessing | Satta King | Satta 143 | Rajdhani
Satta Result | Matka Guessing | Sona Matka | Matka 420 | Kalyan Open | Matka Boss | Ka Matka | Dp Boss Matka | Matka Tips Today | Kalyan Today | Matka Result | India Matka
KALYAN MATKA | MATKA RESULT | KALYAN MATKA TIPS | SATTA MATKA | MATKA.COM | MATKA PANA JODI TODAY | BATTA SATKA | MATKA PATTI JODI NUMBER | MATKA RESULTS | MATKA CHART | MATKA JODI | SATTA COM | FULL RATE GAME | MATKA GAME | MATKA WAPKA | ALL MATKA RESULT LIVE ONLINE | MATKA RESULT | KALYAN MATKA RESULT | DPBOSS MATKA 143 | MAIN MATKA
KALYAN MATKA | MATKA RESULT | KALYAN MATKA TIPS | SATTA MATKA | MATKA.COM | MATKA PANA JODI TODAY | BATTA SATKA | MATKA PATTI JODI NUMBER | MATKA RESULTS | MATKA CHART | MATKA JODI | SATTA COM | FULL RATE GAME | MATKA GAME | MATKA WAPKA | ALL MATKA RESULT LIVE ONLINE | MATKA RESULT | KALYAN MATKA RESULT | DPBOSS MATKA 143 | MAIN MATKA
KALYAN MATKA | MATKA RESULT | KALYAN MATKA TIPS | SATTA MATKA | MATKA.COM | MATKA PANA JODI TODAY | BATTA SATKA | MATKA PATTI JODI NUMBER | MATKA RESULTS | MATKA CHART | MATKA JODI | SATTA COM | FULL RATE GAME | MATKA GAME | MATKA WAPKA | ALL MATKA RESULT LIVE ONLINE | MATKA RESULT | KALYAN MATKA RESULT | DPBOSS MATKA 143 | MAIN MATKA
KALYAN MATKA | MATKA RESULT | KALYAN MATKA TIPS | SATTA MATKA | MATKA.COM | MATKA PANA JODI TODAY | BATTA SATKA | MATKA PATTI JODI NUMBER | MATKA RESULTS | MATKA CHART | MATKA JODI | SATTA COM | FULL RATE GAME | MATKA GAME | MATKA WAPKA | ALL MATKA RESULT LIVE ONLINE | MATKA RESULT | KALYAN MATKA RESULT | DPBOSS MATKA 143 | MAIN MATKA
KALYAN MATKA | MATKA RESULT | KALYAN MATKA TIPS | SATTA MATKA | MATKA.COM | MATKA PANA JODI TODAY | BATTA SATKA | MATKA PATTI JODI NUMBER | MATKA RESULTS | MATKA CHART | MATKA JODI | SATTA COM | FULL RATE GAME | MATKA GAME | MATKA WAPKA | ALL MATKA RESULT LIVE ONLINE | MATKA RESULT | KALYAN MATKA RESULT | DPBOSS MATKA 143 | MAIN MATKA
KALYAN MATKA | MATKA RESULT | KALYAN MATKA TIPS | SATTA MATKA | MATKA.COM | MATKA PANA JODI TODAY | BATTA SATKA | MATKA PATTI JODI NUMBER | MATKA RESULTS | MATKA CHART | MATKA JODI | SATTA COM | FULL RATE GAME | MATKA GAME | MATKA WAPKA | ALL MATKA RESULT LIVE ONLINE | MATKA RESULT | KALYAN MATKA RESULT | DPBOSS MATKA 143 | MAIN MATKA
KALYAN MATKA | MATKA RESULT | KALYAN MATKA TIPS | SATTA MATKA | MATKA.COM | MATKA PANA JODI TODAY | BATTA SATKA | MATKA PATTI JODI NUMBER | MATKA RESULTS | MATKA CHART | MATKA JODI | SATTA COM | FULL RATE GAME | MATKA GAME | MATKA WAPKA | ALL MATKA RESULT LIVE ONLINE | MATKA RESULT | KALYAN MATKA RESULT | DPBOSS MATKA 143 | MAIN MATKA
Satta Matka Dpboss Kalyan Matka Results Kalyan Chart KALYAN MATKA | MATKA RESULT | KALYAN MATKA TIPS | SATTA MATKA | MATKA.COM | MATKA PANA JODI TODAY | BATTA SATKA | MATKA PATTI JODI NUMBER | MATKA RESULTS | MATKA CHART | MATKA JODI | SATTA COM | FULL RATE GAME | MATKA GAME | MATKA WAPKA | ALL MATKA RESULT LIVE ONLINE | MATKA RESULT | KALYAN MATKA RESULT | DPBOSS MATKA 143 | MAIN MATKA
KALYAN MATKA | MATKA RESULT | KALYAN MATKA TIPS | SATTA MATKA | MATKA.COM | MATKA PANA JODI TODAY | BATTA SATKA | MATKA PATTI JODI NUMBER | MATKA RESULTS | MATKA CHART | MATKA JODI | SATTA COM | FULL RATE GAME | MATKA GAME | MATKA WAPKA | ALL MATKA RESULT LIVE ONLINE | MATKA RESULT | KALYAN MATKA RESULT | DPBOSS MATKA 143 | MAIN MATKA
Satta Matka | Satta Matta Matka 143 | Fix Matka | Indian Satta | Kalyan Chart | Fix Fix Fix Satta Namber | Kalyan Satta | Kalyan Matka | Kalyan Panel Chart | Kalyan Jodi Chart | Satta Result | Satta Live | Satta Guessing | Satta King | Satta 143 | Rajdhani Satta Result | Matka Guessing | Sona Matka | Matka 420 | Kalyan Open | Matka Boss | Ka Matka | Dp Boss Matka | Matka Tips Today | Kalyan Today | Matka Result | India Matka
#satta #matka #kalyantoday #taramatka #matkaboss #matka420 #indiaMatka
#sattamattamatka143 #sattamatka #indianMatka #kalyanchart #kalyanmatka #kalyanjodichart #sattabatta #matkaguessing
#indianmatka #matkafixjodi
Brand Masterclass Week Five - Developing Brand Strategy (l)
1. OPEN SOURCE
Session Five :
Developing a Brand Strategy (Part One)
Idris Mootee CEO Idea Couture Inc.
1
Oct 1, 2007
2. All brand names mentioned and logos included in this presentation are registered trademarks of their respective owners
and are legally protected. Their inclusion in this presentation is only for the purpose of illustration, criticism and
analysis.
Disclosure: Starbucks, Nike, Kitchen Aid, Jordan, Virgin, BMW, Nintendo, Crate & Barrel are clients of Blast Radius
Inc. which I was formerly employed as Senior VP and Chief Strategist. The mentioning of these names is solely for
academic purposes and should not be considered as case studies. The material here was prepared solely with public
information supported by the author’s analysis during the writing of book 60-Minite Brand Strategist which was
published in four languages. Other brand names including Levis, Apple, Mercedes Benz, Sony, Coca Cola, Macys,
Target, Daimler Chrysler mentioned here were at some point were clients of firms which I was formerly employed or co-
founded. No confidential or proprietary information were used or disclosed here
.
This series of presentation is designed to provide relevant and up-to-date information for brand and marketing
practitioners and it should not be used in marketing or rendering of professional services. Some rights reserved. Idris
Mootee 2001-2007. Presentation can be freely embedded in any website or blog under creative commons license with
prohibition of any commercial use.
2
3. Branding is a Business Process
Branding is a business process—one that is
planned, strategically-focused and integrated
throughout the organization. Branding
establishes the direction, leadership, clarity of
purpose, inspiration and energy for a company's
most important asset—its brand. Even the most
potentially powerful strategy will fail if not
executed effectively and consistently.
3
4. Everyone in the company must live up to
the brand promise —the concept is pretty
simple, but it's all-encompassing—it's about
turning every company member, product,
service, piece of communications or
interfaces into a walking, talking, touchable
reflections of the brand itself.
4
5. A brand strategy is not the
consequences of planning, but
the opposite: it’s the starting
point. Here are the three basic
requirements:
5
6. Requirement One:
A clearly articulated business
strategy / business plan with a
view of the scale and scope of
the business and how you want
to compete.
6
7. Requirement Two:
Deep customer insights and
understanding of evolving
business economics. This
requires you to look at evolving
nature of different target
segments and their existing and
potential profitability.
7
8. Requirement Three:
Determine the role of branding
as perceived by your corporation
which will help shape many
strategic brand decisions during
the development process.
8
9. The 7 Step Brand Strategy Development Process
STEP 5
STEP 7
STEP 1 STEP 2 STEP 3 STEP 4
STEP 6
Develop a Brand Develop Brand
Develop a
Develop
Conduct
Extract Explicit
Promise that Promise
Brand Vision
Customer
Stakeholder
Short and Long
Translates the Delivery Model
that is linked
Needs Driven
Analysis To
Term Business
Vision into by Using
to the
Segmentation
Capture
Goals as
Tangible Experience
Corporate or
with
Implicit Brand
Drivers of
Customer Value Mapping
Business Unit
Perspectives
Requirements
Brand Vision
Business
on
from Key
Strategy
Competition
Decision Develop Brand
and Segment
Makers Positioning, Identity
Economics and Associated
Images
9
10. Brand Strategy Development
Internal External
Brand Promise
Brand Vision
Fixed
What is our
What do we
commitment
want our brand
to customers?
to become?
Band Delivery Brand Positioning
Variable
How do we intend How do we want to be
to fulfill our perceived and what’s our
commitment and competitive advantages?
what actions will we take?
10
11. Step One
Extract Explicit Short and Long
Tem Business Goals as Drivers of
Brand Vision
The most common pitfall is many companies have no
long term business strategy, at the very least, they
should have an articulated description of the business
such as how it creates value and how do they
compete in their chosen industries. An effective
strategy should act as a bridge between the past and
the future. It involves judgments and decisions about
when to commit and be willing to bet, when to delay
making a commitment, when to kill something that
won’t work and when to change the rules of the game.
11
12. Strategy is a complex system of acting and talking,
a system that occasionally manifests itself in
rational designs. Many brand strategy development
efforts are unintentionally turned into corporate
strategy discussions and as a result these efforts
are blamed for not delivering any value.
REMEMBER You cannot develop a meaningful
brand strategy with the absence of a business
strategy. Although you can still create a name, a
logo, tag lines and a set of graphic elements for
brand identification purposes to deal with short
term marketing needs.
12
13. Step Two
Perform Key Stakeholder
Analysis To Capture Implicit
Brand Requirements
Stakeholder management is an important discipline that successful
managers use to win support from others. A branding project is no
different. Stakeholder analysis is the technique used to identify the key
people who have to be won over. The first step is to identify who your
key stakeholders are. It can include the CEO, CFO, VP Brand, VP
Marketing to VP Operations. The next step is to work out their power,
influence, interest and intent. The final step is to develop a good
understanding of the most important stakeholders so that you know their
requirements, and so that you can work out how to win their support—
you can record this analysis on a stakeholder map.
13
14. The benefits of using a stakeholder-based
approach is that you can use the opinions of the
most powerful stakeholders to shape your branding
projects at an early stage. Not only does this make
it more likely that they will support you, their input
can also improve the quality of your project and
well help you to gain the resource needed. By
communicating with them early and frequently can
ensure that they fully understand what you are
doing and understand the benefits of your project .
14
15. Step Three
Perform Customer Needs-Driven
Segmentation with Perspectives on
Competition and Evolving Segment
Economics
Most companies have developed customer segments either by
needs, usage or affordability at one stage or another. Often the
results are not particularly useful because they are not
economically viable or actionable.
15
16. Segmentation must be based on the existing or
potential profitability of the targeted segments.
Companies must combine customer segmentation
with the in-depth perspectives of the future
economics of their industry. This may include
segment growth, behavior, price and service
requirements. Anytime a company tries to look at
the future economics, there will be uncertainty
about assumptions. A scenario based planning
approach is likely to give useful direction to where
the company can take its brand in the future.
16
17. Step Four
Develop and Craft a Brand Vision
Crafting a brand vision forces you to think through where you want
the brand to be over the longer term to support the corporate
strategy. It helps the management team achieve consensus on the
longer term goals and the level of branding support that is required
to achieve those goals. It also provides guidelines to determine what
kind of research to put in place to monitor brand building progress
and return-on-investment. Most of all it gives you a starting point and
a mandate to start developing other elements to support the delivery
of the brand promise.
17
18. A brand vision statement has no fixed length or
style of composition. It should be relevant, and
therefore specific to the business and the world
within it operates. A brand vision statement is by
definition long-term and transcends particular
products, markets or even current executive
leadership. A brand vision statement should be
complimentary to the company’s vision statement
and sometimes can be combined. Ultimately, it is
the interconnection between aspirations, values and
the brand that is important, not what the statement
is called.
18
19. The vision of the LEGO Company is to become
the world's strongest brand among families with
children by the year 2005.
Children are our role models. They are curious,
creative and imaginative. They embrace
discovery and wonder. They are natural learners.
These are precious qualities that should be
nurtured and stimulated throughout our lives. At
the LEGO Company we are firm believers that
children learn best when they are having fun.
Brand Vision Example
19
20. In the future, LEGO Company will
continue to break down existing norms,
and convert them into creativity and
imagination on a child's own terms. That's
why I picture the LEGO brand as the
world's strongest brand among families
with children. Maybe not the biggest, but
the best. I imagine the LEGO name
known by all as a brand experience
offering an integrated universe of play
designed to stimulate children's creativity,
imagination and learning.
Brand Vision Example
20
21. At IBM, we strive to lead in the creation,
development, and manufacturing of the
industry’s most advanced information
technologies, including computer systems,
software, networking systems, storage
devices, and microelectronics. We translate
these advanced technologies into value for
our customers through professional solutions
and services businesses through the world.
Brand Vision Example
21
22. We Help Dreamers Dream. Sony is a
company devoted to the CELEBRATION of
life. We create things for every kind of
IMAGINATION. Products that stimulate the
SENSES and refresh the spirit. Ideas that
always surprise and never disappoint.
INNOVATIONS that are easy to love, and
EFFORTLESS to use, things that are not
essential, yet hard to live without
Brand Vision Example
22
23. Step Five
Develop a Band Promise
A brand is a promise. The basis of any brand is
its core promise, the essential idea around
which the other components of the brand are
built.A promise to achieve certain results, deliver
a certain experience, or act in a certain way. But
notice something: the word quot;promisequot; is a lot
more powerful than the word quot;strategyquot; or
quot;performance.quot; That's because strategy and
performance are about corporations. Promises
are about people.
23
24. A promise that is conveyed by everything people
see, hear, touch, taste or smell about your
business. Industries and competition evolve, but a
brand lives on. Your greatest legacy can be your
brand. A brand promise is vital to articulate a higher
calling, a crystal-clear positioning, to build a
magnetic personality and an aspirational brand
affiliation. These are the rational and emotional
components of a powerful brand promise. It
humanizes the mission statement and makes it
easy for everyone throughout the organization to
understand.
24
25. The Yahoo! Brand Promise
In any industry, there are only a handful of brands that
consumers can easily recall. These are usually the brands
which help define the category. Yahoo!'s commitment to
their users and advertisers is to:
Be the only place anyone in the world needs to go to find
anything, and get connected to anybody. Yahoo! Defines the
Internet. Yahoo! is in all the right places, reaching all the
right people, at just the right time. People use Yahoo! for
many things and value the ability to go to one place for their
needs. We are the leader in reach. We are the leader in
consumer loyalty and involvement. We are the leader in
brand strength. We are the only place a marketer needs to
advertise to reach anyone.
Brand Promise Example
25
26. The HP Promise
We make technology accessible for everyone. HP has a 63-year history
of contributing to a wide number of endeavors, across a wide number of
fields-but virtually all of our efforts have been about extending the benefit
of technology to wider audiences.
The new HP stands for the power of invention. Invent. It's a simple word,
but it carries rich significance. That's why quot;inventquot; appears under every
HP logo. We are a company whose own inventive spirit-in research, in
technology, in products, in services, in business models, in the way we
work-fuels the inventive capabilities of our customers. Our brand is about
celebrating the inventive spirit-and the idea that the right technology can
help people achieve remarkable things.
Brand Promise Example
26
27. The HP Promise (cont’d)
A company known for our character as well as our great
technology. When we put an HP logo on a product, it
represents the foundation of our brand-optimism about what is
possible, trustworthiness, a reverence for quality engineering,
a new-found dynamism and a belief in never settling for status
quo, and an inclusive approach that involves our customers
and partners as well as our fellow HP colleagues. We believe
only one thing speaks louder than our products in that regard,
and that's our people. Our brand promise is as much about
our people as anything else-we intend to live up to those
brand traits in every interaction we have with our customers.
Brand Promise Example
27
28. The Coca-Cola Promise
The Coca-Cola Company exists to benefit and
refresh everyone who is touched by our
business.
The basic proposition of our business is simple,
solid and timeless. When we bring refreshment,
value, joy and fun to our stakeholders, then we
successfully nurture and protect our brands,
particularly Coca-Cola. That is the key to fulfilling
our ultimate obligation to provide consistently
attractive returns to the owners of our business.
Brand Promise Example
28
29. The Nokia Promise
Nokia, the trusted brand, creates personalized
communication technology that enables people to shape their
own mobile world. We also see mobile technology as an
enabler to help create a more environmentally sound world.
The rise of mobile communications, combined with better
product design, tighter control of production processes and
greater reuse of materials and recycling are all helping to
reduce the use of scarce natural resources.
Many activities which currently use large amounts of energy
and raw materials, could be moved into the digital space to
greatly reduce their environmental impact. Such new
opportunities, however, come hand in hand with
responsibility.
Brand Promise Example
29
30. The GE Promise
The core promise of the GE brand is quot;better living.quot; Through its
global, human, technical, and financial resources, GE applies
the power of the mind and its creative capabilities to provide
products and solutions that make life better.
GE has consistently made this promise to its customers for
nearly a century. Throughout history, GE's marketing
communications in both the consumer and commercial arenas
have emphasized how GE's products make life better. In each
case, the point is not the products but the core promise of
better living.
GE communications are: Not about aircraft engines, but about
the way that they bring together people of all nationalities and
walks of life. Not about imaging equipment, but about how this
equipment improves people's well being. Not about appliances,
but about the convenience they provide and make life more
enjoyable.
Brand Promise Example
30
31. Session five of eight.
www.mootee.typepad.com
OPEN SOURCE
31