brand presentation
TRANSCRIPT
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it’s worth MORE than you think!
1
your
BRAND
Eric Jessen
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Credit: Much of the content in this presentation
was developed in A VISUAL PRESENTATION BY
MARTY NEUMEIER of NEUTRON LLC, a leading
innovator in branding and brand education.
How to build a sustainable and successful
within the marketplace.brand
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WHAT IS A BRAND?
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LET’S BEGIN BY DISPELLING SOME MYTHS.
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TO START, WE SHOULD UNDERSTAND WHAT IT
ISN’T.
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FIRSTyour brand is not a logo.
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BRAND ≠
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SECONDyour brand is not an identity.
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BRAND ≠
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THIRDyour brand is not a company.
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BRAND ≠
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FINALLYyour brand is not a product.
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BRAND ≠
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OK, WHAT EXACTLY IS A BRAND?
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BRAND =Your brand is a
person’s gut feeling
about your product,
service or organization.
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It’s a person’s GUT FEELING
because brands are defined
by individuals, not companies,
markets or the public.
It’s a GUT FEELING because people are
emotional, intuitive beings.
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…in other words…
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IT’S NOT WHAT YOU SAY IT IS.
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IT’S WHAT THEY SAY IT IS.
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However, you can influence
what “they say it is.”
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Whether intentional or otherwise,
you influence your brand every day
through every message and behavior;
Everything you do
has a direct impact
on “what they say”
about your brand.
everything matters.
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It is therefore critical to align
the experiences people have
with your brand to be the best
possible every time...
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Branding, as a discipline,
cannot be separated from
other business activities.
MISCONCEPTION: Building your brand is the
responsibility of the marketing department.
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TELEPHONE
PUBLIC RELATIONS
CUSTOMERINTERACTION
WEB SALES
EVENTS
DESIGN
PROMOTIONS
ADVERTISING
Your brand
is the consistent
alignment of what
people see, hear,
read, experience
and think about
your products
and services.
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BRAND
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Branding is entirely tactical.
It’s all about what
you say and do.
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Even everyday writing –
emails, memos, letters and
presentations – is important.
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The enemy is jargon. Jargon says:
A) I belong, and
B) If you don’t get it, you don’t belong.
Big words and more syllables make one
appear intelligent…but, they are all…
unclear.
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ASC
acronyms slow
communication
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What’s the bottom line?
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“Branding is not about getting your
prospects to choose you over your
competitors, it’s about getting your
customers to see you as the only
solution to their problem.”
– Robert Frankel
THIS IS THE
BOTTOM LINE.
Called “the best branding expert on the planet,” by Fortune 1000 companies and
media like CNN, CBS News, FOX News, NBC Nightly News, ABC News, CNBC, the Wall
Street Journal, London Financial Times, Los Angeles Times, Bloomberg News Media, the Washington Post, INC magazine and others.
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Your objective is to get more people
to buy more product for more years
at a higher price.
THIS IS YOUR
BUSINESS
OBJECTIVE
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But does “brand” have an actual dollar value?
ABSOLUTELY!
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Possibly the best example of
a company’s brand value is
Coca-Cola, which in 2007
had a 46% brand equity as
a percentage of market
capital. In dollar value, this
amounted to $65-billion.* COKE’S VALUE
WITHOUT
BRAND VALUE
COKE’S
BRAND VALUE
*BrandChannel.com: A How-To Guide to Assessing Brand Value, by
Catherine Tremblay, May 19, 2008 issue – Interbrand valued the
Coca-Cola brand at an estimated $65.3 billion in 1997, assigning it
the number one rank among brands worldwide.”
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=
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While the valuation of brand can be more
of an art than a science, your
brand could be valued in the
tens of millions of dollars.
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CHALLENGES
1. People have too many choices
and too little time
2. Most offerings have similar
quality and features
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TRUST
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T=r+dTRUST RELIABILITY DELIGHT
Trust comes from meeting
and beating customer expectations.
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We tend
to base
our
buying
choices
on
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When you maximize trust,
you can build a dynamic brand.
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a DYNAMIC BRAND is any product,
service or organization for whichpeople believe there’s no substitute.
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AMAZON
APPLE
BURGER KING
COLDWATER CREEK
DASANI
DISNEY
DK BOOKS
EVEREADY
FORD
GENERAL ELECTRIC
HANES
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QUIZ:Which of these brands are dynamic?
HITACHI
HOME DEPOT
IKEA
KMART
KRISPY KREME
LEVI’S
LONGS DRUGS
MACY’S
MINI COOPER
NEWSWEEK
NISSAN
NORDSTROM
OXO GOODGRIPS
PEPSI-COLA
PRELL
RCA
REEBOK
RUBBERMAID
SAFEWAY
SAMSUNG
SEARS
SOUTHWEST AIRLINES
UNITED ARTISTS
VIRGIN
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AMAZON
APPLE
BURGER KING
COLDWATER CREEK
DASANI
DISNEY
DK BOOKS
EVEREADY
FORD
GENERAL ELECTRIC
HANES
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QUIZ:Which of these brands are dynamic?
HITACHI
HOME DEPOT
IKEA
KMART
KRISPY KREME
LEVI’S
LONGS DRUGS
MACY’S
MINI COOPER
NEWSWEEK
NISSAN
NORDSTROM
OXO GOODGRIPS
PEPSI-COLA
PRELL
RCA
REEBOK
RUBBERMAID
SAFEWAY
SAMSUNG
SEARS
SOUTHWEST AIRLINES
UNITED ARTISTS
VIRGIN
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Any brand can be dynamic.
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EVENYOURS
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What are the three most important
words to remember when building
a dynamic brand?
DIFFERENTIATE
DIFFERENTIATE
DIFFERENTIATE
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We’re hardwired to focus only on what’s different.
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The most important word
in differentiating your brand
message is FOCUS.
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The most common reason for loss of focus is
ILL-CONSIDERED BRAND EXTENSIONS.
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Focused
Loss of focus.Loss of differentiation.
= Sports Car + SUVs
→ Porsche = Sports Car
Unfocused
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→ Porsche
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BAD BRAND EXTENSIONS are those that chase short-term
profits at the expense of long-term
brand value.
GOOD BRAND EXTENSIONS grow
the value of the brand by
reinforcing its focus.
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Example:
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THE GOOD GRIPS BRAND HAS GROWN STRONGER WITH EVERY BRAND
EXTENSION.
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Question:
How do you know
when your brand is
focused, innovative
and differentiates?
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Answer:
When it scares the HELL out of everybody.
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It takes guts to stick
your head up and
differentiate.
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Why?
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Because we all know
what can happen when
you stick your head up.
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Once upon a brand:
A gutsy brand story
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mericanA
of Columbus, Georgia
Famil
y
L ife Assurance ompanyC
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The American Family Life Assurance Company
was already a large, established and respected
insurance company in the southeast…but
there was a problem with its brand…
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mericanA
of Columbus, Georgia
Famil
y
L ife Assurance ompanyC
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In 2000, Dan Amos, CEO and chairman, recognized
consumers couldn’t recall the company’s name.
Nothing was working. So Amos contacted the
Kaplan Thaler Group to help improve brand awareness…
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mericanA
of Columbus, Georgia
Famil
y
L ife Assurance ompanyC
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While brainstorming, the creative team tried turning the
company name into an acronym. After pronouncing it
repeatedly, someone realized that it had a very unique
and recognizable sound…
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mericanA
of Columbus, Georgia
Famil
y
L ife Assurance ompanyC
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Now, picture this: A
company boardroom
full of stuffy suits and
the brand presentation
begins…
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mericanA
of Columbus, Georgia
Famil
y
L ife Assurance ompanyC
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“…um…sirs…we
believe that when
you pronounce an
acronym of your
company name….”
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mericanA
of Columbus, Georgia
Famil
y
L ife Assurance ompanyC
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“…it sounds like a
duck’s quack!”
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The Aflac brand was born.
It was a chance. It took GUTS. But it paid off!
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In addition to print collateral and brand story training, a
duck pond was constructed at corporate headquarters.
Four Peking ducks live in the one-third-acre pond. Besides
being a memorable and likeable brand icon, the Aflac
duck reflects a buying market, people struggling to be
heard and frustrated with other products.
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Amos made a gutsy call. The Aflac duck has been voted
one of America’s favorite icons, beating out veteran
icons such as Ronald McDonald and the Energizer Bunny.
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what do you do?OK, you got that. Now…
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yourself.
Gutsy and dynamic
branding is not possible
unless you first know
who are you?
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brand
vision
mission
purpose
Your brand must be
an outgrowth of
your core purpose.
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your values.
Gutsy and dynamic
branding is not possible
unless you first know
what do you stand for?
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Your values are the way you want people to perceive you.
Failure to project your values = failure of your brand.
open
honorable
trustworthy
innovative
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Communicate honestly, proactively, openly
and consistently.
open
honorable
trustworthy
innovative
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Embrace change and strive for continuous
improvement in all that you do.
open
honorable
trustworthy
innovative
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Honor your commitments and agreements and
expect the same.
open
honorable
trustworthy
innovative
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Treat your business relationships with respect,
professionalism, trust, dignity, courtesy and
sensitivity.
open
honorable
trustworthy
innovative
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It’s up to everyone to ensure that your messages
and behavior live up to your values.
open
honorable
trustworthy
innovative
Your brand is here.
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your personality.
understanding the VALPAK BRAND
Gutsy and dynamic
branding is not possible
unless you first know
what are your traits?
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Your brand
should feel:
You’re caring…not cold. You’re helpful
and engaged. Your customers trust you
and you work very hard to meet their
value expectations.
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BRAND
Solution-
Oriented
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Your brand
should feel:
Knowledge-
able
You’re knowledgeable…not unaware.
Everything you do is steeped in robust
experience and deep research. You strive
to know yourself and your customers.
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BRAND
Solution-
Oriented
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Your brand
should feel:
Knowledge-
able
Committed
You’re committed…not fly-by-night.
You serve the needs of your customers
and your community. You’re in it for the
long haul.
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BRAND
Solution-
Oriented
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Your brand
should feel: Solution-
Oriented
Valuable
Committed
Straight-forward
You’re straightforward…not
complicated. Your brand, your
products, your people and your
business are simple, honest and direct.
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BRAND
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You can know yourself, your values and your personality…
…but to have a gutsy and
dynamic brand you MUST also…
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be real
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IF YOUR BRAND LOOKS LIKE A DUCK AND SWIMS LIKE A DOG,
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PEOPLE WILL DISTRUST IT.
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Brands are very much like people.
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If people can change their clothes
without changing their character…
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Why can’t brands?
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A living brand is a
pattern of behavior,
not a stylistic veneer.
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Will the real Geico brand please stand up?
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ANSWER: THEY’RE ALL THE REAL GEICO BRAND.
EVIDENCE:
LOGO DOES
NOT EQUAL
BRAND
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old paradigm:
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Control the
LOOK AND FEEL
of a brand.
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new paradigm:
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Influence the
CHARACTER
of a brand.
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prediction:
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BRAND will become the
most strategic tool since
the spreadsheet.
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1. know yourself
2. be real
3. differentiate
4. focus
5. be gutsy
6. grasp that everything matters
7. build trust
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brand = process
Your brand is a process, not an entity…
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…it’s a pattern of behavior, not a stylistic veneer.
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Quiz Time
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Some brands have such a strong presence in the
public psyche that they can be easily identified
even without seeing the entire trademark.
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Answer: Nike.97
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Answer: Adidas.98
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Answer: McDonalds.99
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Answer: Apple.100
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Answer: Starbucks.101
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Answer: Audi.102
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Answer: Disney.103
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Answer: Google.104
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more
challenging?
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Cryptic clue:
A smorgasbord of shelving.
Visual hint:
Answer: Ikea.106
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Cryptic clue: Easy Riders.
Visual hint:
Answer: Harley-Davidson.107
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Cryptic clue: Compensation.
Visual hint:
Answer: PayPal.108
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What’s your next move?
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you build
With TDAgency, consistent brand messages and behavior…
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a sustainable
competitive advantage.
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