Brand - this is it!!!
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21-Oct-2014 -
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Transcript of Brand - this is it!!!
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The New Perspective of Branding in Hospitality
with David SetiawanBrand Specialist CREAinc
one day executive workshop
dwdove dwdove_83 dwdove.com dwdove
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01 brand: introductionHow well you know about brand?
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What is a BRAND?
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Brand is a LOGO?
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What does Brand stands for?
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FACT : Our Market is Cluttered
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TODAY the REAL COMPETITIONDOESN’T COME FROM COMPANY
IT COMES from CLUTTER
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MARKET CLUTTERcomes in FIVE forms
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MARKET CLUTTERcomes in FIVE forms
Product CLUTTER
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MARKET CLUTTERcomes in FIVE forms
Product CLUTTERFeature CLUTTER
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MARKET CLUTTERcomes in FIVE forms
Product CLUTTERFeature CLUTTERAdvertising CLUTTER
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MARKET CLUTTERcomes in FIVE forms
Product CLUTTERFeature CLUTTERAdvertising CLUTTERMessage CLUTTER
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MARKET CLUTTERcomes in FIVE forms
Product CLUTTERFeature CLUTTERAdvertising CLUTTERMessage CLUTTERMedia CLUTTER
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A WEALTH OF INFORMATIONCREATES A POVERTY OF ATTENTION
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OUR BRAINS ACT AS A FILTERTO PROTECT US FROM TOO MUCH INFORMATION
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WE’RE HARDWIRED TO NOTICE ONLY WHAT’S DIFFERENT.
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How can you see the different within the Clutter?
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some will say ADVERTISING
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Traditional ADVERTISING is DEAD
WHY?1. People don’t trust Advertisers
2. People don’t like intrusive, one-way conversations
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What will replace ADVERTISING?
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BRANDING
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1. People have too many choices and too little time
2. Most offerings have similar quality and features
3. We tend to base our buying choices on trust
WHY IS BRANDING SO HOT ?
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The main purpose of BRANDING is toget MORE PEOPLE to buy MORE STUFFfor MORE YEARS at a HIGHER PRICE.
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So what is a BRAND exactly?Not a LOGONot a CORPORATE IDENTITYNot a PRODUCT
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A BRAND IS A PERSON’S GUT FEELING ABOUTA PRODUCT, SERVICE, OR ORGANIZATION.
THIS IS IT !!!
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IT’S A GUT FEELING BECAUSE PEOPLE ARE EMOTIONAL, INTUITIVE BEINGS.
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IT’S A PERSON’S GUT FEELING BECAUSE BRANDS ARE DEFINED BY INDIVIDUALS,NOT COMPANIES, MARKETS OR THE PUBLICS.
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in other words...
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IT’S NOT WHAT YOU SAY IT IS.
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IT’S WHAT THEY SAY IT IS.
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THIS IS IT !!!
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Corporate Culture
Communication
Core Values
BRAND
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02 market trendsHow you understand the market nowadays
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1
More flexible and responsive brands
2
Brands able to understand the complexity of their customer’s personality
3
Brands with strong emotional value,a design-oriented experience
4
6
Consumers are worried about their health and well-being
...and more aware of socially andenvironmental concerns
5
Demanding consumers became experts..
6 major trends in the world today...
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1
More flexible and responsive brands
2
Brands able to understand the complexity of their customer’s personality
3
Brands with strong emotional value,a design-oriented experience
4
6
Consumers are worried about their health and well-being
...and more aware of socially andenvironmental concerns
5
Demanding consumers became experts..
6 major trends in the world today...
workshop
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1
More flexible and responsive brands
2
Brands able to understand the complexity of their customer’s personality3
Brands with strong emotional value,a design-oriented experience
4
6
Consumers are worried about their health and well-being
...and more aware of socially andenvironmental concerns
5
Demanding consumers became experts..
6 major trends in the world today...
workshop
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1
More flexible and responsive brands
2
Brands able to understand the complexity of their customer’s personality
3
Brands with strong emotional value,a design-oriented experience
4
6
Consumers are worried about their health and well-being
...and more aware of socially andenvironmental concerns
5
Demanding consumers became experts..
6 major trends in the world today...
workshop
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1
More flexible and responsive brands
2
Brands able to understand the complexity of their customer’s personality
3
Brands with strong emotional value,a design-oriented experience
4
6
Consumers are worried about their health and well-being
...and more aware of socially andenvironmental concerns
5
Demanding consumers became experts..
6 major trends in the world today...
workshop
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1
More flexible and responsive brands
2
Brands able to understand the complexity of their customer’s personality
3
Brands with strong emotional value,a design-oriented experience
4
6
Consumers are worried about their health and well-being
...and more aware of socially andenvironmental concerns
5
Demanding consumers became experts..
6 major trends in the world today...
workshop
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1
More flexible and responsive brands
2
Brands able to understand the complexity of their customer’s personality
3
Brands with strong emotional value,a design-oriented experience
46
Consumers are worried about their health and well-being
5
Demanding consumers became experts..
6 major trends in the world today...
...and more aware of socially andenvironmental concerns
workshop
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1
More flexible and responsive brands
2
Brands able to understand the complexity of their customer’s personality
3
Brands with strong emotional value,a design-oriented experience
4
6
Consumers are worried about their health and well-being
...and more aware of socially andenvironmental concerns
5
Demanding consumers became experts..
6 major trends in the world today...
workshop
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THE REBRANDING LESSON OF IBIS HOTELS
Put Your Head On My Pillow
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Before After
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Before After
oldnot too simplenot too clear
youngsimpleclear
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modern
well-being(comfort)
simplicity
DNA of the new ibis brands:
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The Application...
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The New Perspective of Branding in Hospitality
with David SetiawanBrand Specialist CREAinc
one day executive workshop
dwdove dwdove_83 dwdove.com dwdove