Brand Building Innovation FLorin

7/27/2019 Brand Building Innovation FLorin

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Hello


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WHAT YOULL LEARN:

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A modern definition of brand

The five disciplines of brand-building


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READY?

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LETS START BY DISPELLING SOME MYTHS.

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FIRSTA brand is not a logo.

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SECONDA brand is not an identity.

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FINALLYA brand is not a product.

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So

what exactlyis a brand?

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A BRAND IS A PERSONSGUT FEELING ABOUTA PRODUCT, SERVICE,OR ORGANIZATION.

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In other words

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ITS NOT WHAT YOU SAY IT IS.

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ITS WHAT THEY SAY IT IS.

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WHY IS BRANDING SO HOT?


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WHY IS BRANDING SO HOT?

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People have too many choices and too little time

Most offerings have similar quality and features

We tend to base our buying choices on trust


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THERE ARE 1,349 CAMERAS ON THE MARKET.HOW DO YOU DECIDE WHICH ONE TO BUY?

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TRUST

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Does a brand have a dollar value?

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5 ways to measure brand value:

1 PRICE PREMIUM

2 CUSTOMER PREFERENCE

3 REPLACEMENT COST

4 STOCK PRICE

5 FUTURE EARNINGS

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COKES MARKET CAP,

INCLUDING BRAND VALUE:$120 BILLION

WITHOUT THE BRAND,COKES GLASS WOULD

BE HALF EMPTY.

COKES MARKET CAP,

NOT INCLUDING BRAND VALUE:$50 BILLION

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The main purpose of branding is to get

more people to buy more stufffor more years at a higher price.

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Brand

Business

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STRATEGIC THINKERS

AnalyticalLogical

Linear

NumericalVerbal

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CREATIVE THINKERS

IntuitiveEmotionalSpatial

VisualPhysical


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DOES THE LEFT BRAIN KNOW WHAT THE RIGHT BRAIN IS DOING?

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When both sides work together,

you can build a charismatic brand.

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ACHARISMATIC BRANDis any product,service, or organization for whichpeople believe theres no substitute.

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Any brand can be charismatic.

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EVENYOURS.

But first,


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you have to master the FIVE DISCIPLINES OF BRAND-BUILDING.

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DISCIPLINE 1: DIFFERENTIATE

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WERE HARDWIRED TO NOTICE ONLY WHATS DIFFERENT.

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SOLUTION:


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BE DIFFERENT.

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FEATURES BENEFITS EXPERIENCE IDENTIFICATION

What it is What it does What you feel Who you are

1900 1925 1950 2000

Marketing today is about creating tribes.

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People join different tribes for different activities.


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DRIVING VOLKSWAGEN

READING AMAZON

COMPUTING DELL

SPORTS NIKE

COOKING WILLIAMS-SONOMA

BANKING CITIBANK

TRAVEL ORBITZNEUTRONLLC.COM

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The three most important words in differentiating your brand:


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1

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FOCUS


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2

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FOCUS


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3

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FOCUS


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IS THIS HOW YOUR CUSTOMERS SEE YOU?

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THE FOCUS TEST:


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1

2

3

Who are you?

What do you do?

Why does it matter?

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Unless you have compelling answers to these questions,you need more focus.

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The most common reason for loss of focus

is ILL-CONSIDERED BRAND EXTENSIONS.

EXAMPLE:


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FOCUSED PORSCHE = SPORTS CARS

UNFOCUSED PORSCHE = SPORTS CARS + SUVS

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DISCIPLINE 2: COLLABORATE

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LIKE BUILDINGA CATHEDRAL,BUILDING A BRAND

IS A COLLABORATIVEPROJECT.

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It takes a villageto build a brand

THERE ARE THREE BASIC MODELS

FOR ORGANIZING BRAND COLLABORATION:


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The ONE-STOP SHOP

contains the resourcesNEUTRONLLC.COM

CREATIVE


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to develop and

steward the brand.

DIRECT

RESPONSE

IDENTITY

SERVICES

ADVERTISING

RESEARCHPOP

DISPLAYSEXHIBITS

PUBLICRELATIONS SUPPLIERS

EVENTS

PUBLICATIONS

WEB

DESIGN

COMPANY

PRODUCT

DESIGNPROMOTIONS

BRAND

STRATEGY

NAMING

PACKAGING

ANNUALREPORTS

ONE-STOP SHOP SCORECARD


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Easy to manage Little choice of teams

Promise of consistency Little ownership of brand

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The BRAND AGENCY

hires best-of-breed CREATIVENEUTRONLLC.COM

POP

DISPLAYS


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firms to help develop

and steward the brand.

SERVICES

IDENTITY

DIRECTRESPONSE

ANNUALREPORTS

EVENTS

RESEARCH

ADVERTISING

SUPPLIERS

NAMING

WEB

DESIGN

COMPANY

BRAND AGENCY PROMOTIONS

BRANDSTRATEGY

PACKAGINGPUBLICATIONS

PRODUCTDESIGN

PUBLIC

RELATIONSEXHIBITS

BRAND AGENCY SCORECARD


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Choice of teams Little ownership of brand

Promise of consistency

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The INTEGRATED MARKETING TEAM

is managed internally with open


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collaboration amongbest-of-breed specialists.

EVENTS

EXHIBITS

CREATIVESERVICES

DIRECT

RESPONSE

ANNUALREPORTS

ADVERTISING

RESEARCH

IDENTITY

POPDISPLAYS

PUBLIC

RELATIONS

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COMPANY

WEB

DESIGN

PUBLICATIONS

NAMING PRODUCT

DESIGN

SUPPLIERS

PROMOTIONS

PACKAGING

BRANDSTRATEGY

INTEGRATED MARKETING TEAM SCORECARD


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Choice of teams Difficult to manage

Promise of consistencyOwnership of brand

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IN REALITY, COLLABORATIVE

NETWORKS ARENT THAT SIMPLE.

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and

thats OK.NEUTRONLLC.COM

Collaborative networks are not new.


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A successful model has existed for years.

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Like building a cathedral,making a movie takeshundreds of collaborators


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hundreds of collaborators.

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Smoocher Boy KELLY MARIN

Agent Sims TREVOR CARMICHAELAgent TownsendJOHN T. LANDON

Agent KruzicSHARON BONDLYDijon PAUL DERAIN

Jean-Michel JACQUES SOUVERAINKeynes MICHAEL BRANDCorelli STEVEN GOLDSTEIN

Johnston TRENT LOCKARTBillie JACKSON BARNES


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Billie JACKSON BARNES

Guards JOSEPH AKIO

TERENCE BRADLEYMO DERENI

ROBERT UNDERHILLKEN SILVER

Librarian HILARY PROPRIATOField Officer MICHAEL O. KELL

Bus Driver HECTOR ABONDASNight GuardNORMAN BRIERMeter Maid STACY BRECKSTEIN

First Detective JOE KALEYSecond Detective BRIAN BELSEN

Beat Cop ABRAHAM LENDERParking Cop T. T. MCBRIDE

Helicopter Pilot VAN DERICKEFirst Old ManJOHN R. CARLSON

Second Old ManVICTOR AMOSTax Collector SEAN O' KENNA

Stunt CoordinatorJEFFREY ROCKENAssistant Stunt CoordinatorDARREL TOM

Stunt Doubles CarlosGEOFF WRIGHT

MARK CONTADINAMariana SUE SKENNIAN

Ajax CHARLIE MARQUETTESgt. Santos VICTOR BANERAS

Carter F. C. CAMERONSmoocher Boy TELLIE PANOPOULIS

Agent Sims MARTIN AIRESAgent TownsendSTEFAN C. KAISER

Dijon BILL MOORE

Stunts

STEVE ADRIANBOB CARTER

MICKEY DISANTISMIKE FLANAGANGEOFF IPSWICHBARRIE LAWRENCE

JACKIE MACDOUGALJAMES PETRICKEMARY STAUFFACHER

CORNELIA THERRIENRAUL VALERIA

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BENJAMIN BARKELEY TONY BEAUJOLAIS

GORDON COLERIDGE IVAN DEVERSONJILLIAN DRUCKER JOE EVANS

BILL GEORGE JULIA HARRISONMICHAEL KANTER KENNETH KITTRIDGE

TERRY LEVINSON TED MARSTENGREG NEVILSON BOB OSBORNEPETE POLSON RAY TELSON

FREDDIE STEEN CAB UPTONJEREMY TRICKETT PETER YOUNG

RONALD DEAVER-WEBB ROBERT G. RUNYANHong Kong Kung Fu Team

YUAN Tiger CHU CHEN Dragon SEN

Manners and Modes SupervisorStoryboard Artists

Art Department ResearcherArt Department Coordinator

Conceptual DesignerGraphics

Illustrator

FRANCIE MASCAREN THOMASONMIGUEL TRASEROFRANCES CHUPEDRO BOGANILLONUALA CORIANTRACY COLLISTONSERGIO MOLO

BENJAMIN HIRASUNASTEPHANIE RAND


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Set Designers

Set Decorators

Script SupervisorCamera OperatorSteadycam Operator1st Assistant Camera

2nd Assistant Camera

Still PhotographerSound Recordist

Boom Operators

Video Operator

PropsProperty Master

Action Vehicle CoordinatorsGaffer

Best Boy

Rigged Gaffers

Key GripHead Grip

Dolly Grips

Rigging GripMake-up Artists

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GERI DEMONDESTELLAN GRETZKEMADELINE BARRLANCE DUNSTABLEMARCO DIPAOLODEN MCENERY

LISA BARHAM

DRU LEE MANNINGCARRIE DUNE

MARIE BELLEAUPAUL POLITOROCK HANDLER

GORDON ALBRIGHTCRIS MORTEN

BARRIE M. HORSTJACOB TREIB

HORACE STEINTHOM CARRABINEART KELLEHER

LUCIANO PROPRIODAVID BELL

ZUZU MANHEIMKAREN CAROLUS

J. D. WHEATLYWILLIAM TREVANTSTU JEFFERSONJOSH KNIPPLE

COLIN FARRINGDONPETER STANISLOVKIT GOINES

BENNIE JAMESONRICK DEMIS

STANLEY FREYG. G. NEWMANDAVID WEINBERGRICKY MONROE

WILLI STRASBURGSTAN BENTON

CHARLES CRIVORNNORM LOFGRENVIC DOLAN

GIORGIO VIVATOTEL STEPHENOPOLISTRINI GONZALEZMARCI STEIN

BELINDA MCNAIRCARI DUNNMICHELLE TONASROBERTO BELLINITRICIA RARIO

g ompos e upvDONALD VERES

Digital CompositorsDAVID HUSSEINBRIDGET QUESTED

Background ArtistsFRANCESCA ROTI

GREG STONECGI Lead AnimatorsWILL SUTTON

INGE JOHANSSON

CGI Animators DREW CRAINURSULA BIERSCH


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VISUAL LOGIC, LLC

VFX Supervisor JARED BAGMAN

Programmer KAROL CONSTSystem Admin RANDY HARDWICK

Production AdminMAL GERICKEProduction Aide CASS MONAHAN

Producer PATRICE ARNEM

Scene Graphics PEDRO CARILLOCGI Artist CoordSANDY PRIESTLY

CGI Artists JOHN LANGORFBRENDA CALE

CGI Designer MARK THOMASKYLE M. SULLIVAN

Compositors PATRICK MAHONEYSTAV PROMIDESMARGRIET BILL

TANIA SHAUB

BENNET JURIANI/O Supervisor CHUCK TRALIK

Assorted Visual EffectsPENNY GARCIA

Color Toner GRAYSON TRUENegative Cutter SLIM DELGADO

Titles Designed by BATOUTAHELL, INCOpticals by PACIFIC DREAMS, LLC

Soundtrack Album onARTISTIC RECORDS, INC.Microscopic Cinematography byJAY FLAMMER

`The Producers Wish to Tha nk the FollowingNASA

CITY OF NEW YORK

THE MARITIME CENTER OF SYDNEYLOS ANGELES POLICE

THE CITY OF BEND, OREGONSULTAN OF BRUNEI

Filmed on Location inCAPE KENNEDYNEW YORK CITY

SYDNEY, AUSTRALIALOS ANGELES, CALIFORNIA

BEND, OREGON

NEUTRONLLC.COMFilmed with OMNIVISON Cameras and Lenses

Color by COLORLAB, INC.

Prints by VISTACHROME


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DISCIPLINE 3: INNOVATE

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CREATIVITY IS WHAT GIVES BRANDS THEIR TRACTION IN THE MARKETPLACE.

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Why do companies have so much trouble with creativity?


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Because creativity is right-brained,

and strategy is left-brained.

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A B C D

STRATEGIC THINKING

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V Z

D

Q

CREATIVE THINKING

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QUESTION:


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How do you know when an idea is innovative?

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ANSWER: NEUTRONLLC.COM


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WHEN IT SCARES THE HELL OUT OF EVERYBODY.


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TOO PREDICTABLE= NO SURPRISENO SURPRISE = NOTHING NEW

NOTHING NEW= NO VALUE

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To begin with,

the brand needs a stand-out name.


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the brand needs a stand out name.

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A GREAT NAMEdeserves GREAT GRAPHICS.

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LOGOS ARE DEAD. LONG LIVE ICONS AND AVATARS!

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For products that sell at retail,


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the packageNEUTRONLLC.COM

is often the best and last chance to make a sale.

The hardest-working packages followa natural reading sequence.


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THE SHOPPER:

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2

3

4

5

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Notices the package

Asks What is it?

Wonders Why should I care?

Wants to be persuaded

Needs proof

By presenting informationto match this sequence,


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to match this sequence,a package can sell theproduct more effectively.

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If you communicate with your customersONLINE, your website needs to follow


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a SIMILARreading sequence, one thatsupplies users with ONLYthe informationthey need, instead of trying to squeeze

EVERYTHINGonto the home pageLIKE THISand making your users doALLthe work, which will undoubtedlycause them to LEAVE, when all youreally have to do is ask yourself this

SIMPLE QUESTION:NEUTRONLLC.COM


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QUIZ:Which of these sites looks easier to use?

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DISCIPLINE 4: VALIDATE

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VALIDATIONmeans bringing the

audience into the creative process.

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SENDER MESSAGE RECEIVER

THE OLD COMMUNICATION MODEL WAS A MONOLOGUE.

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SENDER MESSAGE RECEIVER

THE NEW COMMUNICATION MODEL IS A DIALOGUE.

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QUESTION:


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How can you test your most creative ideas

BEFORE they get to market?

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HINT: NEUTRONLLC.COM


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Not with large

quantitative studiesor focus groups


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QUANTITATIVE STUDIES BURY THE PROBLEM IN HEAPS OF UNHELPFUL DATA.

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FOCUS GROUPS WERE INVENTED TO FOCUSTHE RESEARCH, NOT BE THE RESEARCH.

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THE BEST TESTS ARE


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CHEAP,

AND

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DIRTY.


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Better a rough answer to the right question

than a detailed answer to the wrong question.

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If the names and graphics of two trademarks arebetter when swapped, then neither is optimal.


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EXISTING TRADEMARKS

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WITH NAMES SWAPPED

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CHEAP-QUICK-DIRTY TEST 2:

The HAND TESTis a proof for a distinctive voice.

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If you cant tell whos talking when the trademark


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is covered, then the brands voice is not distinctive.

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CHEAP-QUICK-DIRTY TEST 3:

The FIELD TESTis a proof for any concept

that can be prototyped.

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If your audience cant verbalize your concept,youve failed to communicate it.

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Field tests measure five things:


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1 DISTINCTIVENESS

2 RELEVANCE

3 MEMORABILITY

4 EXTENDABILITY

5 DEPTH OF MEANING

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DISCIPLINE 5: CULTIVATE

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Business is a process, not an entity.

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A living brand is a pattern of behavior,not a stylistic veneer.

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Brands are like people.

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C. D. E.

IF PEOPLE CAN CHANGE THEIR CLOTHES WITHOUT CHANGING THEIR CHARACTERS

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WHY CANT BRANDS?

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IF A BRAND LOOKS LIKE A DUCK AND SWIMSLIKE A DOG, PEOPLE WILL DISTRUST IT.


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So lets say youve


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DIFFERENTIATED,COLLABORATED,

INNOVATED,

AND VALIDATED.

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+

YOUVE ADDED THE LEFT BRAIN TO THE RIGHT BRAIN.

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Your brand is now NUMBER ONEin its category.

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Whats your next move?


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PASS OUT THE COMPASSES.

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Whats a compass?

A continuing brand education program.


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Thank you!

Brand Building Innovation FLorin

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