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NOV 2-4, 2016
The Big MatchEnduring vs. Evolving
Elements of Brand
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NOV 2-4, 2016
Ryan Schulz@ryan_schulz
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NOV 2-4, 2016
ENDURANCE EVOLUTION
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NOV 2-4, 2016
80% of companies fail after 18 months
- Forbes
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NOV 2-4, 2016
80% of companies fail after 18 months
- Forbes
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NOV 2-4, 2016
80% of companies fail after 18 months
- Forbes
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NOV 2-4, 2016
But the ones that survive, typically last 50 years.
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NOV 2-4, 2016
No one thought this guy
wouldget to
50.
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NOV 2-4, 2016
And who thought
Keith would still be
kicking?
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NOV 2-4, 2016
There are some brands that have survived for 100, 200,
and even 600 years.
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NOV 2-4, 2016
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NOV 2-4, 2016
“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
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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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NOV 2-4, 2016
Late 1800’s Today
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NOV 2-4, 2016
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NOV 2-4, 2016
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NOV 2-4, 2016
Nintendo’s brand and offering have evolved because users/consumers
needs have evolved.
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NOV 2-4, 2016
Interesting ColorFull Image
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NOV 2-4, 2016
Interesting ColorFull Image
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NOV 2-4, 2016
Other Enduring Brands
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NOV 2-4, 2016
Interesting ColorFull Image
HISTORY AND
TRADITION
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NOV 2-4, 2016
Interesting ColorFull Image
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NOV 2-4, 2016
Interesting ColorFull Image
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NOV 2-4, 2016
Purity Flavor
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NOV 2-4, 2016
Interesting ColorFull Image
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NOV 2-4, 2016
Interesting ColorFull Image
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NOV 2-4, 2016
Interesting ColorFull Image
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NOV 2-4, 2016
Interesting ColorFull Image
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NOV 2-4, 2016
Interesting ColorFull Image
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NOV 2-4, 2016
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NOV 2-4, 2016
Interesting ColorFull Image
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NOV 2-4, 2016
Interesting ColorFull Image
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NOV 2-4, 2016
Interesting ColorFull Image
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NOV 2-4, 2016
"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
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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).
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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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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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NOV 2-4, 2016
ENDURANCE EVOLUTION
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NOV 2-4, 2016
“What should we change? And when? And how?”
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NOV 2-4, 2016
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NOV 2-4, 2016
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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NOV 2-4, 2016
Interesting ColorFull Image
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NOV 2-4, 2016
Interesting ColorFull Image
HISTORY AND
TRADITION Beer Imports
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NOV 2-4, 2016
Flavor
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NOV 2-4, 2016
- Harley Davidson
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NOV 2-4, 2016
What is a Brand Platform?
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NOV 2-4, 2016
What is a Brand Platform?It’s the structure around which a brand’s identity is built.
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NOV 2-4, 2016
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NOV 2-4, 2016
Persona
Positioning
Purpose
Promise
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NOV 2-4, 2016
Brand Persona
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NOV 2-4, 2016
FREEDOM
ORDER
EGO SOCIAL
Archetype Wheel
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NOV 2-4, 2016
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NOV 2-4, 2016
(Place archetype here.)
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NOV 2-4, 2016
HERO
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NOV 2-4, 2016
HERO
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NOV 2-4, 2016
Brand Personas
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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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NOV 2-4, 2016
Brand Positioning
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NOV 2-4, 2016
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NOV 2-4, 2016
HERO
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NOV 2-4, 2016
HERO
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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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NOV 2-4, 2016
Brand Purpose
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NOV 2-4, 2016
Mission&
Vision
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NOV 2-4, 2016
Mission&
Vision
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NOV 2-4, 2016
Mission & Vision do not help build the brand.
Mission&
Vision
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NOV 2-4, 2016
What is wrong with the world?
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NOV 2-4, 2016
What is wrong with the world?
What do you better
than anyone else?
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NOV 2-4, 2016
What is wrong with the world?
What do you better
than anyone else? P
URPOSE
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NOV 2-4, 2016
Mission & Vision
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NOV 2-4, 2016
Mission & Vision
Brand Purpose
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NOV 2-4, 2016
“To be…”
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Writing a Brand Purpose Statement
To be statements:
§ To be the only...
§ To be better...
§ To be more...
§ To be the true alternative to…
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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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NOV 2-4, 2016
Be action oriented.
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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
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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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NOV 2-4, 2016
Brand Promise
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NOV 2-4, 2016
Brand Purpose
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NOV 2-4, 2016
Brand Purpose
Brand Promise
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NOV 2-4, 2016
Brand Promise
TAGLINE
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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
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NOV 2-4, 2016
ENDURANCE EVOLUTION
So, which elements should endure and which should evolve?
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Enduring vs. Evolving
Enduring: Brand Character
§ Essence
§ Purpose
§ Promise
§ Beliefs and Values
Evolving: Brand Expression
§ Positioning
§ Persona
§ Offering
§ Design
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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.
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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.
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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.
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NOV 2-4, 2016
Evolution: A Few Examples
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NOV 2-4, 2016
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NOV 2-4, 2016
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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NOV 2-4, 2016
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NOV 2-4, 2016
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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.
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NOV 2-4, 2016
Management Consulting Snapshot
McKinsey BCG Bain
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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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NOV 2-4, 2016
So, When Do We Evolve? Let’s Talk Timing.
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NOV 2-4, 2016
Bimodal Problem StateE
ffor
t
Time
$$$ $$$
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NOV 2-4, 2016
The Endurance CurveE
ffor
t
Time
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NOV 2-4, 2016
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.
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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
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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).
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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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NOV 2-4, 2016
Need a new image
Inertia
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NOV 2-4, 2016
When things are constantly evolving, there will be less of a desire to
criticize the change.
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NOV 2-4, 2016
Committing to constant change is the real challenge.
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NOV 2-4, 2016
Thank you.
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NOV 2-4, 2016
The Big MatchEnduring vs. Evolving
Elements of Brand