Copyright © Heavenly 2010. The Seven Habits of Highly Effective brands July 14 th, 2010.

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Transcript of Copyright © Heavenly 2010. The Seven Habits of Highly Effective brands July 14 th, 2010.

  • Slide 1
  • Copyright Heavenly 2010
  • Slide 2
  • The Seven Habits of Highly Effective brands July 14 th, 2010
  • Slide 3
  • Copyright Heavenly 2010 What is a brand?
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  • Copyright Heavenly 2010 What is a brand? Reputation Intangible asset Symbol Vision Product experience Customer service Identity Promise Values Logo Advertising Big idea Personality Work culture Truth Image Relationship Community Investment Signpost Shield Status
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  • Copyright Heavenly 2010 What is a brand? Your brand is what people say about you when you are not in the room. Jeff Bezos, founder of Amazon
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  • Copyright Heavenly 2010 Why are brands important?
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  • Copyright Heavenly 2010 Why are brands important? 185,000 charities currently registered in the UK 5,000 new charities register every year Cluttered, busy marketplace Organisations need to be sharp to survive
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  • Copyright Heavenly 2010 1. Have a clear vision
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  • Copyright Heavenly 2010 1. Have a clear vision Vision: Know what you want to be
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  • Copyright Heavenly 2010 1. Have a clear vision Vision: Know what you want to be Preventing cruelty to children
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  • Copyright Heavenly 2010 1. Have a clear vision Vision: Know what you want to be Preventing cruelty to children Be simple, understandable, short and memorable Mission: How youre going to get there
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  • Copyright Heavenly 2010 2. Make sure youre servicing a need
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  • Copyright Heavenly 2010 2. Make sure youre servicing a need Know your target audience 1. Consumer insight 2. Market need 3. Product benefit Is there any opportunity in the market? Make sure its different from other organisations?
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  • Copyright Heavenly 2010 Know who youre going after Get under the skin of your audience Keep a constant dialogue Research Consumer insights can be visionary 2. Make sure youre servicing a need 1. Consumer insight
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  • Copyright Heavenly 2010 2. Make sure youre servicing a need Consumers fed up Beige box restrictive Creative types not satisfied Creative tool for creative minds 1. Consumer insight
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  • Copyright Heavenly 2010 2. Make sure youre servicing a need Adults like to indulge too! Ice cream previously only targeted kids First grown up ice cream Adult indulgence 1. Consumer insight
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  • Copyright Heavenly 2010 2. Missing People charity World can be a scary, unstable place Relationships give modern life meaning Life would be empty without family and friends Vision for the charity is Togetherness 1. Consumer insight
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  • Copyright Heavenly 2010 Keep your competition close Are you offering something new? Whats the market opportunity 2. Market need 2. Make sure youre servicing a need
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  • Copyright Heavenly 2010 2. Market need Absolut spotted an opportunity in the market Vodka brands sold themselves on provenance Absolut could stand for something new Purity 2. Make sure youre servicing a need
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  • Copyright Heavenly 2010 If youre service doesnt have a marketplace then you need to change it You should be first (unique) in your category Offer a solution to your cause thats unique 2. Make sure youre servicing a need
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  • Copyright Heavenly 2010 3. Offer a lifestyle badge
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  • Copyright Heavenly 2010 3. Offer a lifestyle badge Put an emotional idea at the heart of your brand Make your brand make a lifestyle statement
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  • Copyright Heavenly 2010 4. Stand for one thing well
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  • Copyright Heavenly 2010 4. Stand for one thing well
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  • Copyright Heavenly 2010 4. Stand for one thing well Do less, mean more Brands need a focused point of view on life Powerful brands own a thought or vision in the mind of their prospects
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  • Copyright Heavenly 2010 4. Stand for one thing well
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  • Copyright Heavenly 2010 SAFETY
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  • Copyright Heavenly 2010 4. Stand for one thing well
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  • Copyright Heavenly 2010 VICTORY
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  • Copyright Heavenly 2010 4. Stand for one thing well
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  • Copyright Heavenly 2010 CREATIVITY
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  • Copyright Heavenly 2010 4. Stand for one thing well
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  • Copyright Heavenly 2010 INTERNATIONAL JUSTICE
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  • Copyright Heavenly 2010 4. Heavenly brand map 3 characteristics that define how the brand acts and communicates. 3 values that define the key benefits offered by the products and services of the brand. The single word or phrase which the brand seeks to own in the mind of the consumer.
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  • Copyright Heavenly 2010 5. Signpost your brand
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  • Copyright Heavenly 2010 5. Signpost your brand Speak-able, spell-able, memorable, shorter the better Own-able and differentiated versus the competition Shorter, punchier brand names make for stronger logotypes Is it credible? Does it reflect your vision? Will it appeal to your audience?
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  • Copyright Heavenly 2010 5. Signpost your brand National Missing Persons Helpline
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  • Copyright Heavenly 2010 Redundant elements? National Missing Persons Helpline Truly national brands do not prefix their brands with the title
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  • Copyright Heavenly 2010 Redundant elements? National Missing Persons Helpline Third person not very warm or friendly
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  • Copyright Heavenly 2010 Redundant elements? National Missing Persons Helpline The charity has now evolved to be more than just a helpline
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  • Copyright Heavenly 2010 New name Retains equity with existing brand Friendly, softer hook An explicit, down-to-earth name that says what it does on the tin Missing People
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  • Copyright Heavenly 2010 6. Make sure your visual identity performs
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  • Copyright Heavenly 2010 6. Make sure your visual identity performs
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  • Copyright Heavenly 2010 6. Make sure your visual identity performs Dont try to say everything in your logo Strong brands own a visual kit of parts Signpost to consumers A competitive shield for your organisation
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  • Copyright Heavenly 2010 6. Make sure your visual identity performs Burger King symbolised the colours in a hamburger Not differentiated from the leaders Vs.
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  • Copyright Heavenly 2010 6. Make sure your visual identity performs
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  • Copyright Heavenly 2010 6. Make sure your visual identity performs
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  • Copyright Heavenly 2010 6. Make sure your visual identity performs
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  • Copyright Heavenly 2010 6. Make sure your visual identity performs
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  • Copyright Heavenly 2010 6. Make sure your visual identity performs
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  • Copyright Heavenly 2010 6. Make sure your visual identity performs
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  • Copyright Heavenly 2010 6. Make sure your visual identity performs
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  • Copyright Heavenly 2010 7. Be consistent
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  • Copyright Heavenly 2010 7. Be consistent The core idea should be reflected in all communications Strong internal glue, a united front Apply your visual identity consistently across any medium Creating a guaranteed customer experience at every touch point
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  • Copyright Heavenly 2010 How to implement the 7 habits Missing People case study
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  • Copyright Heavenly 2010 Missing People case study 1. Have a clear vision To create more togetherness in the UK 2. Servicing a need Only charity dedicated to Missing People 3. Offer a lifestyle badge Togetherness is a big, emotional idea 4. Stand for one thing well Togetherness 5. Signpost your brand Missing People 6. Strong visual identityUnique, strong & ownable kit of parts 7. Be consistent
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  • Copyright Heavenly 2010 Missing People case study
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  • Copyright Heavenly 2010 Missing People case study
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  • Copyright Heavenly 2010 Missing People The delivery:
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  • Copyright Heavenly 2010 Missing People case study 1. Have a clear vision (coke to be more ubiquitous than water/ authenticity) Vision what you want to be, Mission how we are going to get there having concensus brand audit what would the world be missing? Simple, understandable, short and memorable 2. Be first in your category -Make sure your product appeals (market need, produ