#1nlab16 - the big match: enduring vs. evolving elements of brand

NOV 2-4, 2016

The Big MatchEnduring vs. Evolving

Elements of Brand

NOV 2-4, 2016

Ryan Schulz@ryan_schulz

NOV 2-4, 2016

ENDURANCE EVOLUTION

NOV 2-4, 2016

80% of companies fail after 18 months

- Forbes

NOV 2-4, 2016

80% of companies fail after 18 months

- Forbes

NOV 2-4, 2016

80% of companies fail after 18 months

- Forbes

NOV 2-4, 2016

But the ones that survive, typically last 50 years.

NOV 2-4, 2016

No one thought this guy

wouldget to

50.

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And who thought

Keith would still be

kicking?

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There are some brands that have survived for 100, 200,

and even 600 years.

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“The logic of doing business in Japan is a logic of commitment

rather than choice.”

- Hugh WhittakerUniversity of Oxford’s Nissan Institute of Japanese Businesses

Why Do Japanese Brands Persist?

§ It’s a really old country, and a really old economy

§ Supercharged family-owned businesses – Primogeniture

§ Corporate sponsored adult adoptions

§ Strong sense of tradition and loyalty

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Late 1800’s Today

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Nintendo’s brand and offering have evolved because users/consumers

needs have evolved.

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Interesting ColorFull Image

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Interesting ColorFull Image

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Other Enduring Brands

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Interesting ColorFull Image

HISTORY AND

TRADITION

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Interesting ColorFull Image

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Interesting ColorFull Image

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Purity Flavor

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Interesting ColorFull Image

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Interesting ColorFull Image

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Interesting ColorFull Image

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Interesting ColorFull Image

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Interesting ColorFull Image

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Interesting ColorFull Image

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Interesting ColorFull Image

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Interesting ColorFull Image

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"Lincoln said character is like a tree, reputation is like its shadow. Many believe their job is to manipulate the shadow rather than tend to the health of the tree. In this world of transparency and democratized media, it is increasingly difficult for organizations and individuals to lead double lives.

There can be no image management without behavior management.”

- Jon IwataSVP, Marketing and Communications, IBM

NOV 2-4, 2016

Problems IBM Poses For Professional Services

§ Relies on a strong leader willing to be the ultimate brand champion with the power to enact real change

§ Requires bold and decisive movement forward

§ Broad organizational alignment

§ Established and documented culture (you can’t change something you don’t fully understand).

NOV 2-4, 2016

Brand Is All About Corporate Character

If we focus on Corporate Character, the brand will “take care of itself.”

§ Beliefs

§ Values

§ Purpose

§ Promise

NOV 2-4, 2016

Brand Is All About Corporate Character

If we focus on Corporate Character, the brand will “take care of itself.”

§ Beliefs

§ Values

§ Purpose

§ Promise

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ENDURANCE EVOLUTION

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“What should we change? And when? And how?”

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The intangible way one feels in the presence of a brand.

• Mostly for internal purposes

• Often consists of just a few words

• Should serve as the grounding force for everything

It’s an idea.

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Interesting ColorFull Image

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Interesting ColorFull Image

HISTORY AND

TRADITION Beer Imports

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Flavor

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- Harley Davidson

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What is a Brand Platform?

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What is a Brand Platform?It’s the structure around which a brand’s identity is built.

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Persona

Positioning

Purpose

Promise

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Brand Persona

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FREEDOM

ORDER

EGO SOCIAL

Archetype Wheel

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(Place archetype here.)

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HERO

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HERO

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Brand Personas

Brand Persona = Personality Traits

§ How you think

§ What you do

§ How you sound

§ How you act

§ What you dress like

§ How you treat people

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Brand Positioning

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HERO

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HERO

Brand Positioning

§ Why are you chosen over other brands?

§ What is your unique Value Proposition?

§ What is your POV on the marketplace?

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Brand Purpose

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Mission&

Vision

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Mission&

Vision

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Mission & Vision do not help build the brand.

Mission&

Vision

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What is wrong with the world?

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What is wrong with the world?

What do you better

than anyone else?

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What is wrong with the world?

What do you better

than anyone else? P

URPOSE

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Mission & Vision

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Mission & Vision

Brand Purpose

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“To be…”

Writing a Brand Purpose Statement

To be statements:

§ To be the only...

§ To be better...

§ To be more...

§ To be the true alternative to…

Writing a Brand Purpose Statement

To be statements:

§ To be the only...

§ To be better...

§ To be more...

§ To be the true alternative to…

Or pick another verb:

§ To help our...

§ To provide...

§ To make...

§ To bring...

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Be action oriented.

Famous Brand Purposes

§ To improve self-esteem - Dove

§ We are Ladies and Gentlemen serving Ladies and Gentlemen – Ritz Carlton

§ To offer everyday indulgent moments – Starbucks

PSO Brand Purposes

§ To build a smarter planet – IBM

§ To help clients take control – Navigant

§ To help you achieve something greater – Northern Trust

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Brand Promise

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Brand Purpose

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Brand Purpose

Brand Promise

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Brand Promise

TAGLINE

Brand Promises For Professional Services

§ How the world advances – CME Group

§ Cutting through complexity – KPMG

§ Imagination at work – GE

§ Let’s build a smarter planet – IBM

NOV 2-4, 2016

ENDURANCE EVOLUTION

So, which elements should endure and which should evolve?

Enduring vs. Evolving

Enduring: Brand Character

§ Essence

§ Purpose

§ Promise

§ Beliefs and Values

Evolving: Brand Expression

§ Positioning

§ Persona

§ Offering

§ Design

Enduring vs. Evolving

Enduring: Brand Character

§ Essence

§ Purpose

§ Promise

§ Beliefs and Values

Evolving: Brand Expression

§ Positioning

§ Persona

§ Offering

§ Colors, Type, Logo, Photography

§ Campaigns

Elements of Brand Character

• Most durable pieces of the platform

• Be specific • Should be co-owned by

leadership and marketing• Understood by everyone in

the organization.

Enduring vs. Evolving

Enduring: Brand Character

§ Essence

§ Purpose

§ Promise

Evolving: Brand Expression

§ Positioning

§ Persona

§ Offering

§ Design

Elements of Brand Expression:

• Vary when it comes to buy-in and ownership

• Positioning and Offering require more buy-in and alignment from leadership

• Marketing should own things like Colors, Type, Logo, Photography, etc.

Enduring vs. Evolving

Enduring: Brand Character

§ Essence

§ Purpose

§ Promise

Evolving: Brand Expression

§ Positioning

§ Persona

§ Offering

§ Colors, Type, Logo, Photography

§ Campaigns

There is a lot to work with.

NOV 2-4, 2016

Evolution: A Few Examples

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Littler has allowed their product offering to evolve and define their organization. What once was purely a services business has now become a product company too.

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Littler and Axiom – What Can We Learn?

§ In an industry slow to change, change can be the brand idea.

§ A firm’s offering is intrinsically connected to brand, reputation, and corporate character.

§ When you evolve elements like offering, the look and feel must match.

NOV 2-4, 2016

Management Consulting Snapshot

McKinsey BCG Bain

Management Consulting – What Can We Learn?

§ These firms sell prestige to both recruits and to clients.

§ Competing for that positioning pushes them to evolve.

§ They really care about design and spend time, money, and effort showing that dedication.

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So, When Do We Evolve? Let’s Talk Timing.

NOV 2-4, 2016

Bimodal Problem StateE

ffor

t

Time

$$$ $$$

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The Endurance CurveE

ffor

t

Time

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The Endurance Curve: Everyday EvolutionE

ffor

t

Time

It’s about finding small opportunities to have a big impact, and building brand equity all along the way.

Big Reasons to Evolve Your Brand

§ A recent merger or acquisition

§ The creation of a new offering or a key hire

§ Consolidation of your current offering

§ A shift in the marketplace overall

§ New leadership

§ Boredom with current brand expression

NOV 2-4, 2016

Problems IBM Poses For Professional Services

§ Relies on a strong leader willing to be the ultimate brand champion with the power to enact real change

§ Requires bold and decisive movement forward

§ Broad organizational alignment

§ Established and documented culture (you can’t change something you don’t fully understand).

NOV 2-4, 2016

How to Move Forward

§ Identify the culture, character and brand champions within your organization.

§ Ask for their support.

§ Have them help you spread the word.

§ Document your culture, character and brand.

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Need a new image

Inertia

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When things are constantly evolving, there will be less of a desire to

criticize the change.

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Committing to constant change is the real challenge.

NOV 2-4, 2016

Thank you.

NOV 2-4, 2016

The Big MatchEnduring vs. Evolving

Elements of Brand