Branding & Marketing Essentials I Unison
-
Upload
washington-dc-economic-partnership -
Category
Small Business & Entrepreneurship
-
view
134 -
download
1
description
Transcript of Branding & Marketing Essentials I Unison
Brand Signals
Steven KostantExecutive Brand StrategistUnisonWashington, DCNovember 12, 2014
Pro
pri
eta
ry a
nd
C
on
fid
en
tial
Products are made in the factory.But brands are made in the mind. — Walter Landor, Brand Pioneer
Pro
pri
eta
ry a
nd
C
on
fid
en
tial
2
Physical• Name
• Logo
• Type
• Color
• Slogan
Emotional• Attitude
• Personality
• Experience
• Story
• Social
PHYSICAL: Trademark or distinctive name identifying an organization and its productsand/or services.
EMOTIONAL: The promise of an experienceor lifestyle. It is the bonding between the organization and the customer.
Brand Basics
Pro
pri
eta
ry a
nd
C
on
fid
en
tial
3
Stating the Obvious
What a Brand is Not…
Pro
pri
eta
ry a
nd
C
on
fid
en
tial
4
Pro
pri
eta
ry a
nd
Con
fid
en
tial
5
A Simple, Clear Idea
What a Brand is…
Pro
pri
eta
ry a
nd
C
on
fid
en
tial
6
Communicates Quickly
What a Brand Does…
Provides Product Extensions
What a Brand Does…
Pro
pri
eta
ry a
nd
Con
fid
en
tial
7
Drives an Experience
What a Brand Does…
Pro
pri
eta
ry a
nd
Con
fid
en
tial
8
CelebrityE-commerce Nike Town Innovations
Pro
pri
eta
ry a
nd
Con
fid
en
tial
9
Grows the Bottom Line
What a Brand Does…
1. Apple2. Google3. Coca-Cola4. IBM5. Microsoft
6. GE 7. McDonalds 8. Samsung 9. Intel10. Toyota
Top 10 Global Brands: (Interbrand 2014)
In many cases, a company’s brand is its most valuable asset.
Pro
pri
eta
ry a
nd
C
on
fid
en
tial
10
Ultimate is Citizenship
Pro
pri
eta
ry a
nd
C
on
fid
en
tial
11
Brand + Strategy
Pro
pri
eta
ry a
nd
C
on
fid
en
tial
12
Brand Strategy Platform
Pro
pri
eta
ry a
nd
Con
fid
en
tial
13
Culture
Organization
Audience
What are the needs?Emotional triggers?
What are the trends? Environment?
What can be fulfilled? Proven? Legacy?
BRAND STRATEGYPLATFORM
PromiseValuesPillars
Position
Pro
pri
eta
ry a
nd
Con
fid
en
tial
14
Find theWhite Space
Pro
pri
eta
ry a
nd
C
on
fid
en
tial
15
Seek Differentiation
Pro
pri
eta
ry a
nd
C
on
fid
en
tial
Analyze16
Pro
pri
eta
ry a
nd
C
on
fid
en
tial
17
Clarify
Pro
pri
eta
ry a
nd
C
on
fid
en
tial
18
Engage
Pro
pri
eta
ry a
nd
C
on
fid
en
tial
Humanize19
Pro
pri
eta
ry a
nd
C
on
fid
en
tial
In a hyper connected and noisy world, brands needto humanize – giving them a sense of purpose and a rallying cry to advocate for their customers. They must connect emotion to story, audience to action, value to results.
Imagine what your brand could be…
20
The Big Picture
Pro
pri
eta
ry a
nd
Con
fid
en
tial
21
Guided by proven insights and fueled by creativity, we amplify the human connection between brands and their audiences — making them meaningful and seamless across the virtualand physical worlds.
We Humanize Brands.
The Big Picture
Pro
pri
eta
ry a
nd
C
on
fid
en
tial
22
Trustworthy Relevant Authentic Empathetic HUMANIZEDBRAND+ =+ +
Characteristics of a Humanized Brand
Pro
pri
eta
ry a
nd
Con
fid
en
tial
23
Analyze
Ideate
Design
Prototype
Evaluate
Activate
BRANDHUMANIZATION
Process Phases
Pro
pri
eta
ry a
nd
Con
fid
en
tial
24
Analytics
Brand Strategy
Content Strategy
Creative &Design
Physical & Virtual
MediaActivation
Social & Digital
Purpose-drivenPlatform agnostic Stakeholder relevanceIntegrated channelsMeasurable outcomes
OUTCOMES
CorporationsNon-Profits
Public Sector
CLIENTS
Offering & Verticals
Simplify: Brands are clear ideas that reside in the mind.
Listen: Gain complete insights — audience, culture, business.
Delight: Do not underestimate the power of emotions.
Transform: Compel audiences through value, design and authenticity.
Integrate: Surround the customer with a fully sensory brand experience.
Execute: Without a creative execution, a brand strategy is a side note.
Benchmark: Evaluate metrics — research, competition and brand maintenance.
Humanize: Recognize a brand by its humanity, and you realize new potential.
In Closing: 7 Brand Signal Imperatives
Pro
pri
eta
ry a
nd
C
on
fid
en
tial
25