c. j. porter-schultz the power of the brand umbrella!
TRANSCRIPT
c. j. porter-schultz
c. j. porter-schultz
The power of the brand umbrella!
c. j. porter-schultz
133 years of brand heritage380.435 fans on Facebook
c. j. porter-schultz
Making promises
Keeping promises
c. j. porter-schultz
Is your branding features or benefit driven?
Branding 1.0
We tell them what to think
c. j. porter-schultz
Branding 2.0
They tell us what to thinkc. j. porter-schultz
Branding 3.0…?
c. j. porter-schultz
We…uhhh…they…ehm…together…no...hhmmm…?!?
c. j. porter-schultz
c. j. porter-schultz
c. j. porter-schultz
c. j. porter-schultz
From brand guardians to Maître D’s
c. j. porter-schultz
“…The management of Plant #13 has continuously shown a disregard for compliance with China labor laws and Mattel’s own GMP standards…an even more disconcerting factor appears to be Mattel’s unwillingness or inability to exert pressure on Plant #13 to rectify the noted short falls and improve its treatment of workers.”
“…There are some notable exceptions where plant # 21 conduct significantly deviates from Mattel’s GMP standards and underlying values of Mattel as a responsible global enterprise. They require immediate and unambiguous action on Mattel’s part to ensure that Plant #21 lives up to their commitment of meeting Mattel’s GMP standards.””...The minimum wage rate in the two plants’ district is RMB700 per month…workers’ payroll records confirmed that all workers were paid at least the minimum wage rate.”
”...It would seem that Mattel has not been successful in maintaining a ceiling over excessive work-hours. The sad fact is that rather than being the upper limit, Mattel’s more liberalized work-hour regime is increasingly being used as the acceptable minimum from which the plants continuously seek to extend the range of additional hours to be worked at the factory.”
c. j. porter-schultz
Commanders IntentNo plan survives enemy contact
Back to basics
The core
c. j. porter-schultz
From ”how much can we sell it for?” to ”is it actually any good?”
Keep branding simple!
c. j. porter-schultz
PomeloA pomelo is the largest citrus fruit. The rind is very thick but soft and easy to peel away. The resulting fruit has a light yellow to coral pink flesh and can vary from juicy to slightly dry and from seductively spicy-sweet to tangy and tart
c. j. porter-schultz
PomeloA super-sized grapefruit
c. j. porter-schultz
c. j. porter-schultz
c. j. porter-schultz
Tanzania 2.0
Connect to all your dreams
c. j. porter-schultz
®
Keep it relevant!
c. j. porter-schultz
The information”The principal of the Aga Khan Secondary School in Dar es Salaam, announced today that the entire school faculty will travel to Zanzibar next Thursday for a conference in new teaching methods. Amongst the speakers will be world renowned anthropologist Margaret Mea, University President Dr. Robert Utchins, and Minister of Education Hon. Dr. Shukuru Jumanne Kawambwa.”
c. j. porter-schultz
The relevance”No school next Thursday”
c. j. porter-schultz
We are a caring financial services provider, partnering with all our stakeholders to create prosperity through a customer centric, innovative and diverse product offering
NBC DONATES 34M TSHS TO THE CONSTRUCTION
OF TUMAINI UNIVERSITY DAR ES SALAAM
COLLEGE
NBC SPENDS 2.5M TSHS TO FINANCE THE EXPAN
SION OF UYAWENKO WOMENS GROUP MUSHROO
M GROWING PROJECTNBC DONATES SEWING MACHINES WORTH 2.5 M
TSHS TO UPENDO ALBINOS GROUP
NBC DONATES T-SHIRTS WORTH TSHS 7.5 M TO M
ARK INTERNATIONAL WOMEN'S DAY
NBC VICTORIA BRANCH DONATES SCHOOL
BOOKS WORTH TSHS 2.5 M TO DESTINY
SECONDARY SCHOOL
NBC MLIMANI CITY BRANCH DONATES SCHOOL D
ESKS WORTH TSHS 2,5 M TO MAKABE PRIMARY S
CHOOL
NBC INJECTS TZS 10 MILLION INTO THE 2009 PRESIDENT’S MANUFACTURER OF THE YEAR AWARDS
c. j. porter-schultz
We are a caring financial services provider, partnering with all our stakeholders to create prosperity through a customer centric, innovative and diverse product offering
NBC DONATES 34M TSHS TO THE CONSTRUCTION OF TUMAINI UNIVERSITY DAR ES SALAAM COLLEGE
c. j. porter-schultz
Tumaina University teams up with NBC to secure a bright future for students in Dar es Salaam
”We triumph without glorywhen we conquer without risk”
c. j. porter-schultz
c. j. porter-schultz
c. j. porter-schultz
c. j. porter-schultz
c. j. porter-schultz
By letting it go it all gets done. The world is won by those who let it go.
But when you try and try. The world is beyond the winning.
Lao Tzu
c. j. porter-schultz
c. j. porter-schultz
Q&A
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