1 / 1

Questions Raised by Jim Prior

On Tuesday 11th June me and fellow Activate Media colleague Adrian Austin ventured to Google Campus to attend an interesting presentation on

activatemedia
Download Presentation

Questions Raised by Jim Prior

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. QuestionsRaisedbyJimPrior’sFiveLawsofBranding • OnTuesday11thJunemeandfellowActivateMediacolleagueAdrianAustinventuredtoGoogleCampusto • attendaninterestingpresentationon“TheFiveLawsofBrandDesign”byJimPrior,CEOofWPPgroupbrandingagencyThePartners.Itwasnotonlyachancetohearwhatoneofthecreativeindustry’sgreatshadtosayabout branding(asubjectclosetoourheart),butalsoachancetoobservethebrandingchallengesfacedbyUK businesses. • 5LawsofBrandingDesign • Here’saround-upof5LawsofBrandingDesign,accordingtoJimPriorofThePartners.That’snottosaythatthereareonly5thingstoconsiderforsuccessfulbrandingdesign,it’smoreacaseofnotgettingcarriedawayandjust selectingthemainmainones.Heretheyare: • Findyouridea • Defyconvention • Makeadifference • Keepthefaith • Havefun • AudienceQ&A’s • I’mallupforaudienceparticipation,andtheQ&Agavearealinsightintosomeofthebrandingchallengesand concernsfacedbyUKbusinesses.I’veselectedbelowsomequestionsaskedbytheaudience,with • accompanyinganswerswhichaddedtothevalueofJim’spresentation. • Isthereadifferencebetweencommunityandbrand? • Itdependsonthebrandsizeandtype.ForbiggerbrandslikeNike,thebrandisnormallyseparatefromthe • community.Nikemighthaveanactiveandengagedcommunitywhotheylistento,buttheyverymuchcontroltheir ownbranding.Conversely,thereislessofaseparationbetweencommunityandbrandforsmallerormoresocially ledcompanies.OnesociallyledbrandisGreatLittlePlaceinLondon,whichstartedlifeasaFacebook • communityofpeoplesharingrecommendationsofthemostcharmingspotsinLondonandquicklydeveloped intoafullyfledgedbusinessforit’screators.Evenwithanewwebsite(whichwascrowdfunded)andsister • communitiesaroundtheworld,forGreatLittlePlace,thecommunityandbrandisinterchangeable. • Arestraplinesstillneeded? • Nobecausestraplinesareoftenmeaningless.Somanycompaniesstuffcreatetheirstraplineswithlittlethought, stuffingthemwithwordswhichhave,overtime,becomecliched.Don’tgetdistractedwiththestraplineandfocus • oncommunicatingyourbrandmessagemoreclearly. • Doesn’tbrandingconsistencylimitcreativity? • Brandingconsistencydoesn’tneedtobeboring.Allitmeansisthattheidea,themessage,andtheexperiences connectedwithyourbusinessshouldbeconsistent.Itbynomeansmeanthatyourbrandcannotdevelopand • change–solongasitconsistentlychanges.FairyLiquid(topUKwashingdetergentbrand)hasbeen • consistentlyspreadingthemessageofbeingkindertohandsandbeingmoreeconomicalforover50yearsnow, eventhoughtheiradvertingandapproachhasdevelopedwiththetimes.EventheirrecentrunofTVads,coining theterm“Fairyeconomy”promotestheirsamemessagetoamodernaudience. • HowlongshouldIgivebeforeevaluatingbrandingsuccess? • Brandsneedtimetodevelop,nurture,andevaluate.Ifyouhaveagoodbusinessmodel,youshouldgiveatleast3-5yearsbeforeevaluatingyourbrandingefforts.If,howeveryouareunsureofyourbusinessmodel • effectiveness,thenitwillequallybehardtomeasureifafailingbrandisbecauseofyourbusinessmodelor becauseofyourbranding.Itcouldalsobeafailurewiththequalityofhowyourbrandingwasexecuted.This • highlightstheimportanceofestablishingyourbrandingidea,andgoingthroughthebrandingprocessearlyon. • Howcanmybusinessmanageit’sbrandingwhenitworkswithmultipleagencies? • Whenyourbusinessworkswithmorethanoneagencyatatime(perhapsforPR,webdevelopment,branding,etc)anditcomestomanagingyourbranding,itcouldbeacaseoftoomanycooksspoilthebroth.Inamulti-agency • environmentlikethis,it’softenachallengetogetthedifferentagenciestoworktogether,andgettingthiswrong canharmyourbusinessinvariousways,withbrandinginconsistencybeingjustoneoftheconsequences. • Onewaytomanagepotentialconflictsofinterestinamulti-agencyenvironmentistogiveonepersonthe • responsibilityofmanagingthevariousagencies.Ideallythispersonwouldbesomebodywithinyourteamwhois • anadvocateofbranding,e.g.theCEO,orMarketingOfficer.Otherwise,itcouldbeanexternalprojectmanager,or oneoftheagenciesyoualreadyworkwith.Ithinkthatinmulti-agencyenvironmentswithdigitalprojects,digital • agenciesshouldleadtheteambecausethey’retheoneswhowillknowhowbesttoapplytheprojecttodigital. • Howcanmybusinessbranditselfeffectivelyacrossmultiple-channels? • 7yearsagobusinessesdidn’tconsideriPadsoriPhonesintheirbrandingbecausetheysimplydidn’texist,and nowthey’remainstreamandbusinessescannolongeraffordtoignoremultichannelbranding. • Withtheopportunitiesthatmulti-channelbrandingbrings,suchasbringingyourbrandtolife(beware,thislink isnotforthefainthearted!)withinteractiveandfunelements,comesthechallengesofhowtoadaptyour • brandingtodifferentscreensizesandmaintainconsistencyacrossmultiplechannels.Makesureyoudesignfor thedevice. • Needhelpwithyourdigitalstrategy? • Getyourfreebrandingguide • Contactusforafreedigitalreview.Youcanalsogetanoverviewofwhatwedohere

More Related