Branding…

ABC

2

You Want To create a brand

OR

Your Personal Brand

3You are thinking of Logos

4You are thinking of Products

5

NO …

6

Start Thinking about Emotions and Gut feelings

7BOHEMA

Dreaming

Future

positivity

Sharing

8

Brand is a story with a Promise that should be ALWAYS fulfilled

Otherwise …

Stories make complex ideas simple Stories make facts meaningful Stories produce mental images Stories are like virus – sticking people into the deepest level

Source: Kerbang

9

Brand Is not what you say and think you are

Brand is what others say and think you are

10

But …

You need create Promising Story to make people think and talk for Years, Centuries and Millennia …

11

Why need to Brand?

12

PRODUCT CLUTTER

Clutters Creates Mess and restricts decision-making

Product Clutter Feature clutter

Employability clutter

Media Clutter

Personal Clutter

Advertising Clutter

Resulting - Chaos

14Brands simplify decision-making

Higher Sales Higher Price Higher Trust

Higher Loyalty Higher Visibility

Higher Selectivity Higher Employability

15Therefore We need Brand Story

2nd The Plot => story line

1st The Title => Difference, Uniqueness

3rd Character => Memorable experience

161st The Title

BE DIFFERENT… Not Like this

At Least Like this

17

WHEN EVERYBODY ZIGS

ZAG

Try to find your

Source: Marty Neumeier

18

In reality, all companies competing in one and the same category in 95% (Zig).

They do same things, with SAME Skills, with SAME TECHNOLOGIES, use SAME Media

etc

WHAT MAKES THEM DIFFERENT – IS THAT VERY

5 % (Zag)

19

WHERE TO SEARCH FOR OUR ZAG?

IN PRODUCTS? – NO

IN SERVICE – NO

IN FEATURES – NO

IN PROCEDURES - NO

IN YOUR BELIEFS…

20Apple Example

Apple AD Quote: “Everything we do, we believe in challenging the status quo. We believe in thinking differently. The way we challenge the status quo is by making our products beautifully designed, simple to use and user friendly. We just happen to make great computers.”

212nd The Plot

Source: Bianca Cowthorne

22Adidas Example

Overcoming the Monster

Adidas has strong story of challenging yourself, strive for best performance

233rd The Character

Each Person/Brand Represents an Archetype

Source: Carl Jung

24

Which Archetype do you belong to?

25

I exist to love!

The Lover is all about the relationship, sensuality and sexuality. Being close to their partner, being vulnerable and declaring

their undying love for a certain individual.

“Lover” Character Example

26

What is next Step ???

Chill Out and Wait for 2nd Issue

27

Thank You

Vakhtang Antadze

GUM Category Manager Caucasus

Kraft Foods Georgia LLC Part of the Mondelēz International Family of Companies Direct: +995 32 2200 180 (Ext.108 )|Mobile: +995 599887098 19 Davit Gamrekeli Str.,Business Centre Palati, Mansard Offices No.46-47|Tbilisi,Georgia Vakhtang.antadze@mdlz.com