fresh look to branding
Post on 23-Sep-2014
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Fresh perspectives to brandingTRANSCRIPT
![Page 1: Fresh look to branding](https://reader033.vdocument.in/reader033/viewer/2022051608/54211ae97bef0a060c8b489a/html5/thumbnails/1.jpg)
Fresh Look to Branding
Ali Anani
![Page 2: Fresh look to branding](https://reader033.vdocument.in/reader033/viewer/2022051608/54211ae97bef0a060c8b489a/html5/thumbnails/2.jpg)
Businesses have many layers
![Page 3: Fresh look to branding](https://reader033.vdocument.in/reader033/viewer/2022051608/54211ae97bef0a060c8b489a/html5/thumbnails/3.jpg)
Essence
Personality
Image
Layers of brands
See next slide
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http://business-fundas.com/2011/brand-personality-dimensions/
The complexity of layers
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Upper Management
Middle Management
Workers
Managerial Layers
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A brand story has three layers
Brand Core
Brand Shell
Brand under shell
Act 3Act
2 Act 1
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A brand has 3 layers like an egg
Thin white Thick
white
Yolk
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Cuticle
Cortex
Medulla
Cross-section of hair has 3 layers
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The 3 layers
phenomena is abundant
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The triad of feelings,
thinking and action lead to unpredictable
trajectory
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People like transparency and to see beyond the outside layer
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The outside layer deals directly with the environment and may reduce visibility to inside layers
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Avoid making too many predictionsBeware of the chaotic pendulum of the three layers
Middle layer
Inside layer
Outside layer
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Learn and iterate your storyBrand stories are no exception