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2009 Brand New Direction
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2009 Brand New Direction
Brand New DirectionPutting innovation and creativity
at the heart of profitability.
> Prepared by Arthur op den Brouw > Brand New Direction Ltd
> [email protected]> 07776 230 950 (M)
ITG October 2009This presentation outlines the link between brand, creativity, innovation and higher performance and profitability
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2009 Brand New Direction
Branding is a board-level strategic discipline
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2009 Brand New Direction
Brand makes the difference between being ordinary and
becoming extraordinary
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2009 Brand New Direction
A disciplined approach to building your brand improves performance and enhances
creativity and innovation
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2009 Brand New Direction
Team meeting
A brand is not a logo!
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2009 Brand New Direction
Branding is something you already knowand it’s inside your head
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2009 Brand New Direction
Brand is deep within our psyche and informs everything we think about and do, including our stories and legends.
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2009 Brand New Direction
Brand helps us communicate our differences as well as our similarities
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2009 Brand New Direction
There are just sixkey elements…
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2009 Brand New Direction
Values you stand for
The vessel or vehicle
Destination or purpose
Context or environment
People / product
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2009 Brand New Direction
a unique idea with legs to run with
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2009 Brand New Direction
unique differentiation | clearly segmented market
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2009 Brand New Direction
Team meeting
How can you apply this to your business
here and now?
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2009 Brand New Direction
Do these guys have SMART objectives or is there something else?
How do they do it?
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2009 Brand New Direction
Finding purpose
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2009 Brand New Direction
GOER: gets around, lasting, persistent, conveyable, accessible, has legs
CREATIVE: fun, engaging, imaginative, poetic, inspiring
APPLICABLE: consistent, relevant, appropriate, fitting, consistent, valid, authentic
INFECTIOUS: irresistible, contagious, catchy, inviting, creates a buzz, memorable
MEANINGFUL: coherent, understandable, has a
message, accurate
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2009 Brand New Direction
Trust the process
Disc
over
Defin
e
Decid
e
Desig
n
Deve
lop
Deliv
er
Defe
nd
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2009 Brand New Direction
Disc
over
Defin
e
Decid
e
Desig
n
Deve
lop
Deliv
er
Defe
nd
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2009 Brand New Direction
Team meeting
What are the benefits?
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2009 Brand New Direction
Clarity
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2009 Brand New Direction
Integrity
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2009 Brand New Direction
Attract
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2009 Brand New Direction
Perform
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2009 Brand New Direction
Creativity
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2009 Brand New Direction
Innovation
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2009 Brand New Direction
Profit
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2009 Brand New Direction
For further information:
Arthur op den Brouw 07776 230 950