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BRAND

BRAND. -What is it? -How do you get it? -How do you loose ? -Why bother?. A brand is not a logo. A logo is short for logotype Which is a custom lettered word Coca Cola The Nike swoosh is a trademark. Brand is not an identity program.

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BRAND

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  1. BRAND -What is it? -How do you get it? -How do you loose ? -Why bother?

  2. A brand is not a logo • A logo is short for logotype • Which is a custom lettered word • Coca Cola • The Nike swoosh is a trademark

  3. Brand is not an identity program • Identity programs control use of logos and trademarks and fonts on: • Signs • Letterhead • Business cards • Ads • Uniforms • Publications

  4. A Brand is not a product or service • A Brand is not what you designed • A Brand IS your markets’ collective gut reaction to your business. • A Brand is not what you say it is • A brand is what they say it is

  5. U.S. Currency • Gold and silver • Become Silver Certificates backed by silver reserves • Become Federal Deposit notes backed by????? • A BRAND called America • A Brand so strong we trust paper!

  6. Brand is based on trust • Disney • IKEA • APPLE • IBM

  7. A Charismatic Brand • Has no substitute • It makes ordinary table salt a commodity unless……..

  8. 1. Differentiate • Who are you? • What do you do? • Why does it matter? • We are John Deere. We make farm tractors and related equipment. It matters because generations of farmers have trusted our equipment.

  9. Why Differentiation Counts.

  10. Who are you? • What do you do? • Why does it matter?

  11. Marketing Emphasis • Products-Features-What it has • Service-Benefits-what it does • Experience-How it makes you feel • Identification-Who are you

  12. Brand Extensions • Often fail if they are profit driven • Porsche a classic sports car selling SUVs • Often succeed if they add mass and definition to the brand • OXO easy grip kitchen utensils

  13. Only one competitor can be cheapest. • Others must differentiate by branding • The stronger the brand, the greater the profit

  14. Brands are little gods • Each ruling a mood, need or activity • Brands require focus • Harley is not BMW • Focus require tough decisions • Over time specialists beat generalists

  15. People base their buying decisions more on symbolic cues than features, benefits and price. • Make sure your symbols are compelling. • IBM SECURITY-the pillow ad. • Apple ? • Coca Cola ?

  16. 2-Collaboration • Ads, PR, Events, Programs, Service, Strategy, Promotions, Web, Publications, Name, Facility, Uniform, Signs, Staff, Pricing,

  17. 3- Innovate • Bland or Brand • When others ZIG, ZAG • CRUNCH original

  18. 4-Validate • Observe how people actually use your club • Cover up test • Prototype testing

  19. My Summary of Key Points • From BRAND GAP by Marty Neumeier • ‘The surprise book of the year’ Fast Company • Follow Up Book is called ZAP

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