brand building innovation florin
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Hello
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WHAT YOULL LEARN:
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A modern definition of brand
The five disciplines of brand-building
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READY?
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LETS 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 exactlyis a brand?
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A BRAND IS A PERSONSGUT FEELING ABOUTA PRODUCT, SERVICE,OR ORGANIZATION.
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In other words
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ITS NOT WHAT YOU SAY IT IS.
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ITS WHAT THEY SAY IT IS.
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WHY IS BRANDING SO HOT?
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WHY IS BRANDING SO HOT?
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People have too many choices and too little time
Most offerings have similar quality and features
We tend to base our buying choices on trust
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THERE ARE 1,349 CAMERAS ON THE MARKET.HOW DO YOU DECIDE WHICH ONE TO BUY?
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TRUST
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Does a brand have a dollar value?
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5 ways to measure brand value:
1 PRICE PREMIUM
2 CUSTOMER PREFERENCE
3 REPLACEMENT COST
4 STOCK PRICE
5 FUTURE EARNINGS
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COKES MARKET CAP,
INCLUDING BRAND VALUE:$120 BILLION
WITHOUT THE BRAND,COKES GLASS WOULD
BE HALF EMPTY.
COKES MARKET CAP,
NOT INCLUDING BRAND VALUE:$50 BILLION
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The main purpose of branding is to get
more people to buy more stufffor more years at a higher price.
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Brand
Business
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STRATEGIC THINKERS
AnalyticalLogical
Linear
NumericalVerbal
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CREATIVE THINKERS
IntuitiveEmotionalSpatial
VisualPhysical
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DOES THE LEFT BRAIN KNOW WHAT THE RIGHT BRAIN IS DOING?
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When both sides work together,
you can build a charismatic brand.
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ACHARISMATIC BRANDis any product,service, or organization for whichpeople believe theres no substitute.
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Any brand can be charismatic.
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EVENYOURS.
But first,
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you have to master the FIVE DISCIPLINES OF BRAND-BUILDING.
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DISCIPLINE 1: DIFFERENTIATE
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WERE HARDWIRED TO NOTICE ONLY WHATS DIFFERENT.
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SOLUTION:
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BE DIFFERENT.
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FEATURES BENEFITS EXPERIENCE IDENTIFICATION
What it is What it does What you feel Who you are
1900 1925 1950 2000
Marketing today is about creating tribes.
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People join different tribes for different activities.
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DRIVING VOLKSWAGEN
READING AMAZON
COMPUTING DELL
SPORTS NIKE
COOKING WILLIAMS-SONOMA
BANKING CITIBANK
TRAVEL ORBITZNEUTRONLLC.COM
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The three most important words in differentiating your brand:
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1
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FOCUS
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2
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FOCUS
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3
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FOCUS
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IS THIS HOW YOUR CUSTOMERS SEE YOU?
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THE FOCUS TEST:
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1
2
3
Who are you?
What do you do?
Why does it matter?
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Unless you have compelling answers to these questions,you need more focus.
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The most common reason for loss of focus
is ILL-CONSIDERED BRAND EXTENSIONS.
EXAMPLE:
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FOCUSED PORSCHE = SPORTS CARS
UNFOCUSED PORSCHE = SPORTS CARS + SUVS
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DISCIPLINE 2: COLLABORATE
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LIKE BUILDINGA CATHEDRAL,BUILDING A BRAND
IS A COLLABORATIVEPROJECT.
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It takes a villageto build a brand
THERE ARE THREE BASIC MODELS
FOR ORGANIZING BRAND COLLABORATION:
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The ONE-STOP SHOP
contains the resourcesNEUTRONLLC.COM
CREATIVE
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to develop and
steward the brand.
DIRECT
RESPONSE
IDENTITY
SERVICES
ADVERTISING
RESEARCHPOP
DISPLAYSEXHIBITS
PUBLICRELATIONS SUPPLIERS
EVENTS
PUBLICATIONS
WEB
DESIGN
COMPANY
PRODUCT
DESIGNPROMOTIONS
BRAND
STRATEGY
NAMING
PACKAGING
ANNUALREPORTS
ONE-STOP SHOP SCORECARD
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Easy to manage Little choice of teams
Promise of consistency Little ownership of brand
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The BRAND AGENCY
hires best-of-breed CREATIVENEUTRONLLC.COM
POP
DISPLAYS
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firms to help develop
and steward the brand.
SERVICES
IDENTITY
DIRECTRESPONSE
ANNUALREPORTS
EVENTS
RESEARCH
ADVERTISING
SUPPLIERS
NAMING
WEB
DESIGN
COMPANY
BRAND AGENCY PROMOTIONS
BRANDSTRATEGY
PACKAGINGPUBLICATIONS
PRODUCTDESIGN
PUBLIC
RELATIONSEXHIBITS
BRAND AGENCY SCORECARD
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Choice of teams Little ownership of brand
Promise of consistency
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The INTEGRATED MARKETING TEAM
is managed internally with open
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collaboration amongbest-of-breed specialists.
EVENTS
EXHIBITS
CREATIVESERVICES
DIRECT
RESPONSE
ANNUALREPORTS
ADVERTISING
RESEARCH
IDENTITY
POPDISPLAYS
PUBLIC
RELATIONS
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COMPANY
WEB
DESIGN
PUBLICATIONS
NAMING PRODUCT
DESIGN
SUPPLIERS
PROMOTIONS
PACKAGING
BRANDSTRATEGY
INTEGRATED MARKETING TEAM SCORECARD
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Choice of teams Difficult to manage
Promise of consistencyOwnership of brand
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IN REALITY, COLLABORATIVE
NETWORKS ARENT THAT SIMPLE.
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and
thats OK.NEUTRONLLC.COM
Collaborative networks are not new.
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A successful model has existed for years.
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Like building a cathedral,making a movie takeshundreds of collaborators
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hundreds of collaborators.
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Smoocher Boy KELLY MARIN
Agent Sims TREVOR CARMICHAELAgent TownsendJOHN T. LANDON
Agent KruzicSHARON BONDLYDijon PAUL DERAIN
Jean-Michel JACQUES SOUVERAINKeynes MICHAEL BRANDCorelli STEVEN GOLDSTEIN
Johnston TRENT LOCKARTBillie JACKSON BARNES
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Billie JACKSON BARNES
Guards JOSEPH AKIO
TERENCE BRADLEYMO DERENI
ROBERT UNDERHILLKEN SILVER
Librarian HILARY PROPRIATOField Officer MICHAEL O. KELL
Bus Driver HECTOR ABONDASNight GuardNORMAN BRIERMeter Maid STACY BRECKSTEIN
First Detective JOE KALEYSecond Detective BRIAN BELSEN
Beat Cop ABRAHAM LENDERParking Cop T. T. MCBRIDE
Helicopter Pilot VAN DERICKEFirst Old ManJOHN R. CARLSON
Second Old ManVICTOR AMOSTax Collector SEAN O' KENNA
Stunt CoordinatorJEFFREY ROCKENAssistant Stunt CoordinatorDARREL TOM
Stunt Doubles CarlosGEOFF WRIGHT
MARK CONTADINAMariana SUE SKENNIAN
Ajax CHARLIE MARQUETTESgt. Santos VICTOR BANERAS
Carter F. C. CAMERONSmoocher Boy TELLIE PANOPOULIS
Agent Sims MARTIN AIRESAgent TownsendSTEFAN C. KAISER
Dijon BILL MOORE
Stunts
STEVE ADRIANBOB CARTER
MICKEY DISANTISMIKE FLANAGANGEOFF IPSWICHBARRIE LAWRENCE
JACKIE MACDOUGALJAMES PETRICKEMARY STAUFFACHER
CORNELIA THERRIENRAUL VALERIA
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BENJAMIN BARKELEY TONY BEAUJOLAIS
GORDON COLERIDGE IVAN DEVERSONJILLIAN DRUCKER JOE EVANS
BILL GEORGE JULIA HARRISONMICHAEL KANTER KENNETH KITTRIDGE
TERRY LEVINSON TED MARSTENGREG NEVILSON BOB OSBORNEPETE POLSON RAY TELSON
FREDDIE STEEN CAB UPTONJEREMY TRICKETT PETER YOUNG
RONALD DEAVER-WEBB ROBERT G. RUNYANHong Kong Kung Fu Team
YUAN Tiger CHU CHEN Dragon SEN
Manners and Modes SupervisorStoryboard Artists
Art Department ResearcherArt Department Coordinator
Conceptual DesignerGraphics
Illustrator
FRANCIE MASCAREN THOMASONMIGUEL TRASEROFRANCES CHUPEDRO BOGANILLONUALA CORIANTRACY COLLISTONSERGIO MOLO
BENJAMIN HIRASUNASTEPHANIE RAND
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Set Designers
Set Decorators
Script SupervisorCamera OperatorSteadycam Operator1st Assistant Camera
2nd Assistant Camera
Still PhotographerSound Recordist
Boom Operators
Video Operator
PropsProperty Master
Action Vehicle CoordinatorsGaffer
Best Boy
Rigged Gaffers
Key GripHead Grip
Dolly Grips
Rigging GripMake-up Artists
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GERI DEMONDESTELLAN GRETZKEMADELINE BARRLANCE DUNSTABLEMARCO DIPAOLODEN MCENERY
LISA BARHAM
DRU LEE MANNINGCARRIE DUNE
MARIE BELLEAUPAUL POLITOROCK HANDLER
GORDON ALBRIGHTCRIS MORTEN
BARRIE M. HORSTJACOB TREIB
HORACE STEINTHOM CARRABINEART KELLEHER
LUCIANO PROPRIODAVID BELL
ZUZU MANHEIMKAREN CAROLUS
J. D. WHEATLYWILLIAM TREVANTSTU JEFFERSONJOSH KNIPPLE
COLIN FARRINGDONPETER STANISLOVKIT GOINES
BENNIE JAMESONRICK DEMIS
STANLEY FREYG. G. NEWMANDAVID WEINBERGRICKY MONROE
WILLI STRASBURGSTAN BENTON
CHARLES CRIVORNNORM LOFGRENVIC DOLAN
GIORGIO VIVATOTEL STEPHENOPOLISTRINI GONZALEZMARCI STEIN
BELINDA MCNAIRCARI DUNNMICHELLE TONASROBERTO BELLINITRICIA RARIO
g ompos e upvDONALD VERES
Digital CompositorsDAVID HUSSEINBRIDGET QUESTED
Background ArtistsFRANCESCA ROTI
GREG STONECGI Lead AnimatorsWILL SUTTON
INGE JOHANSSON
CGI Animators DREW CRAINURSULA BIERSCH
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VISUAL LOGIC, LLC
VFX Supervisor JARED BAGMAN
Programmer KAROL CONSTSystem Admin RANDY HARDWICK
Production AdminMAL GERICKEProduction Aide CASS MONAHAN
Producer PATRICE ARNEM
Scene Graphics PEDRO CARILLOCGI Artist CoordSANDY PRIESTLY
CGI Artists JOHN LANGORFBRENDA CALE
CGI Designer MARK THOMASKYLE M. SULLIVAN
Compositors PATRICK MAHONEYSTAV PROMIDESMARGRIET BILL
TANIA SHAUB
BENNET JURIANI/O Supervisor CHUCK TRALIK
Assorted Visual EffectsPENNY GARCIA
Color Toner GRAYSON TRUENegative Cutter SLIM DELGADO
Titles Designed by BATOUTAHELL, INCOpticals by PACIFIC DREAMS, LLC
Soundtrack Album onARTISTIC RECORDS, INC.Microscopic Cinematography byJAY FLAMMER
`The Producers Wish to Tha nk the FollowingNASA
CITY OF NEW YORK
THE MARITIME CENTER OF SYDNEYLOS ANGELES POLICE
THE CITY OF BEND, OREGONSULTAN OF BRUNEI
Filmed on Location inCAPE KENNEDYNEW YORK CITY
SYDNEY, AUSTRALIALOS ANGELES, CALIFORNIA
BEND, OREGON
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Color by COLORLAB, INC.
Prints by VISTACHROME
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DISCIPLINE 3: INNOVATE
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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?
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Because creativity is right-brained,
and strategy is left-brained.
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A B C D
STRATEGIC THINKING
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V Z
D
Q
CREATIVE THINKING
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QUESTION:
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How do you know when an idea is innovative?
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ANSWER: NEUTRONLLC.COM
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WHEN IT SCARES THE HELL OUT OF EVERYBODY.
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TOO PREDICTABLE= NO SURPRISENO SURPRISE = NOTHING NEW
NOTHING NEW= NO VALUE
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To begin with,
the brand needs a stand-out name.
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the brand needs a stand out name.
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A GREAT NAMEdeserves GREAT GRAPHICS.
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LOGOS ARE DEAD. LONG LIVE ICONS AND AVATARS!
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For products that sell at retail,
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the packageNEUTRONLLC.COM
is often the best and last chance to make a sale.
The hardest-working packages followa natural reading sequence.
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THE SHOPPER:
1
2
3
4
5
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Notices the package
Asks What is it?
Wonders Why should I care?
Wants to be persuaded
Needs proof
By presenting informationto match this sequence,
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to match this sequence,a package can sell theproduct more effectively.
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If you communicate with your customersONLINE, your website needs to follow
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a SIMILARreading sequence, one thatsupplies users with ONLYthe informationthey need, instead of trying to squeeze
EVERYTHINGonto the home pageLIKE THISand making your users doALLthe work, which will undoubtedlycause them to LEAVE, when all youreally have to do is ask yourself this
SIMPLE QUESTION:NEUTRONLLC.COM
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QUIZ:Which of these sites looks easier to use?
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DISCIPLINE 4: VALIDATE
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VALIDATIONmeans bringing the
audience into the creative process.
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SENDER MESSAGE RECEIVER
THE OLD COMMUNICATION MODEL WAS A MONOLOGUE.
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SENDER MESSAGE RECEIVER
THE NEW COMMUNICATION MODEL IS A DIALOGUE.
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QUESTION:
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How can you test your most creative ideas
BEFORE they get to market?
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HINT: NEUTRONLLC.COM
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Not with large
quantitative studiesor focus groups
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QUANTITATIVE STUDIES BURY THE PROBLEM IN HEAPS OF UNHELPFUL DATA.
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FOCUS GROUPS WERE INVENTED TO FOCUSTHE RESEARCH, NOT BE THE RESEARCH.
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THE BEST TESTS ARE
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CHEAP,
AND
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DIRTY.
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Better a rough answer to the right question
than a detailed answer to the wrong question.
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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 TESTis a proof for a distinctive voice.
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If you cant tell whos talking when the trademark
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is covered, then the brands voice is not distinctive.
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CHEAP-QUICK-DIRTY TEST 3:
The FIELD TESTis a proof for any concept
that can be prototyped.
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If your audience cant verbalize your concept,youve failed to communicate it.
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Field tests measure five things:
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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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C. D. E.
IF PEOPLE CAN CHANGE THEIR CLOTHES WITHOUT CHANGING THEIR CHARACTERS
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WHY CANT BRANDS?
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IF A BRAND LOOKS LIKE A DUCK AND SWIMSLIKE A DOG, PEOPLE WILL DISTRUST IT.
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So lets say youve
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DIFFERENTIATED,COLLABORATED,
INNOVATED,
AND VALIDATED.
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+
YOUVE ADDED THE LEFT BRAIN TO THE RIGHT BRAIN.
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Your brand is now NUMBER ONEin its category.
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Whats your next move?
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PASS OUT THE COMPASSES.
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Whats a compass?
A continuing brand education program.
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Thank you!
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