6550S S 16 L 3P First Ask Why_Then Craft Your Identity

8/16/2019 6550S S 16 L 3P First Ask Why_Then Craft Your Identity

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First answer “Why?”Then craft your Brand’s Identity

“The managerial challenge is gettingeveryone seeing the same green apple the

same way”- Ashley Konson•


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Today’s Agenda

It’s all abot clari!ying or passion"

Assignment # 1

The importance o! $hy%

&ran' vision as a strategic plat!orm

&ran' i'entity as a strategic plat!orm

A bran' i'entity e(ercise

Pro)ect teams


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My Harry’s Research Is Now one! "ours?


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#o$%etiti&e Brand 'trategyAna(ysis


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'hifting )ears ** The i$%ortance ofWhy?


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'i$on 'ine+, The i$%ortanceof Why?

http://www.ted.com/talks/simon_sinek_how_great_leaders_inspire_action.html

http://www.ted.com/talks/simon_sinek_how_great_leaders_inspire_action.htmlhttp://www.ted.com/talks/simon_sinek_how_great_leaders_inspire_action.htmlhttp://www.ted.com/talks/simon_sinek_how_great_leaders_inspire_action.htmlhttp://www.ted.com/talks/simon_sinek_how_great_leaders_inspire_action.htmlhttp://www.ted.com/talks/simon_sinek_how_great_leaders_inspire_action.html


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A 'i$on 'ine+ Redo!

r Prpose 'enes $34 we 'o what we 'oby ma5ing or raison '’etre e(plicit6 or

7ission 'enes $3AT we 'o every 'ay6 or8ales 'enes 3$ we will act to 'eliver that

Prpose an' 7ission 9Ashley 5onson


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Emirates exists to connect people with the world through a new lens of perception

Discovery communications exists to satisfy people’s curiosity about the world and the universe

oogle exists to immediately satisfy every curiosity

!oca"!ola exists to inspire moments of happiness

#pple exists to empower creative exploration and self"expression


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Fi&e Fie(ds of Funda$enta( Hu$an -a(ues

;?

@4Activatinge(periences o!

happiness6won'er an'

limitlesspossibility

;>A&?=>>;=TI

>;nhancing the

ability o! peopleto connect with

one anotheran' the worl' in

meaning!lways

I7PA=TI>?=I;T4

ABecting

society broa'ly6incl'ing by

challenging thestats Co an'

re'eningcategories

I>PIDI>?;EP3elping people

e(plore newhoriFons an'

newe(periences

;8KI>?PDIG;

?iving peopleincrease'

con'ence6strength6

secrity an'vitality

$atura exists to promote well"being and strengthen relationshipsEC

%ampers exists to help mothers care for their babies & toddlers healthy'

happy developmentIE

(ercedes")en* exists to to epitomi*e a life of achievement EP

(oet & !handon exists to transform occasions into celebrations EJ

Dove exists to celebrate every woman’s uni+ue beauty IS


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Brand -ision As A 'trategic .(atfor$


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Two Mode(s of Brand Bui(dingThrough Ti$e

,ntangible added values

-alues' mission

%ersonality

)enefits

#ttributes

,ngredients

angible added values

elps ordinary people to purchase and own the kinds of

products that rich people do

!elebrating every women’s uni+ue beauty

0 moisturi*ing cream

Everything , need. #lways low prices.


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The I$%ortance of Brand -ision

“;n'ring great companies preserve their core valesan' prpose while their bsiness strategies an'operating practices en'lessly a'apt to a changing worl'H This is the magical combination o! preserve the corean' stimlate progressH”


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The /n&isioned Future

Gevelop vision o! li5ely bsiness environment in 1:

years

Giscorages incremental pro)ections6 encorageschallenging lateral view o! !tre

rom re-engineeringJre-strctring to reinventing

mar5etsJacting 'iBerently

=reate welcome change6 not shac5le' by crrentconstraints


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The /n&isioned Future

7icroso!t 9 “A worl' in which there will be a P= on every'es5”

range 9” A worl' in which all people will have there ownpersonal nmber that goes with them wherever they are

so that there are no barriers to commnicationH A wire !ree!tre where yo call people6 not places6 an' whereeveryone will benet !rom a'vances in technology”

?lobal &ran'


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The Brand .ur%ose

Answers Cestion6 “3ow will the worl' be a better placeas a conseCence o! the bran'%”

7ore than6 “Increasing sharehol'er wealth” or6 “Prot”“;n'ring great companies

'on’t e(ist merely to'eliver retrns to

sharehol'ersH In'ee'6 in atrly great company6 protsan' cash ow become li5e

bloo' an' water in ahealthy bo'y" They are

absoltely essential !or li!e6bt they are not the point

o! li!eH”

“Prot is not theob)ective o! mybsinessH It is provi'inga pro'ct an' a servicethat’s goo' enogh thatpeople give yo a prot!or provi'ing itH”- Anita Do''ic5

“&siness mst rn at aprotHHelse it will 'ieH&t when anyone triesto rn a bsiness solely

!or protHHthen also thebsiness mst 'ie6 !or itno longer has a reasonto e(istH” - 3enry or'


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The Brand .ur%ose

“>i5e helps people to e(perience the emotion o! competingan' winning”

“$e help clients bil' bran's that improve lives”

“$al-7art helps or'inary people to prchase an' own the

5in's o! pro'cts that rich people 'o”

“3allmar5 helps people to e(press their !eelings an' tostrengthen the important relationships in their lives”

“*7 solves nsolve' problems innovatively”

“7ary Kay gives nlimite' opportnity to women”


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The Brand -a(ues

3elps answers the Cestion6 “3ow is this bran' better

an' 'iBerent than other bran's%”

=laries e(pectations o! employees in cstomer valecreation

Ln'erpins 'evelopment o! bran' aligne'

organiFational cltre


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“=atalyst !or &etter6


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'hifting )ears ** 0et’s )et 'tartedBrand Identity As A 'trategic .(atfor$


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The #once%t of Brand Identity

A bran' is a 'istinctive i'entity that associates acompelling promise o! vale with a company’spro'cts or services

A bran' strategist aspires to create a set o!

bran' associations in the min's o! cstomers thatconvey a compelling promise o! vale


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Brand Identity is A Brand .(atfor$

It’s primary prpose is to provi'e a strategicplat!orm that ma5es strategy e(plicit to enablecompany-wi'e !ocs an' cohesion

The reslting bran' image is a conseCence o!sccess!l e(ection o! the strategy


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#an Be #onsidered /1ecti&e If**

3as sign-oB an' spport !rom e(ectivemanagement

Desonates with employees an' 'rives theiraction

=ompelling !or cstomers an' othersta5ehol'ers

Depresents what the organiFation can an'

will 'o over time


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Brand Identity .(anning Mode(


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-irgin Brand Identity

ervice Cality - consistent6 best-o!-category Cality 'elivere' withhmor an' air

Innovation - rst with trly innovative6 vale-a''e' !eatres an'services

n an' entertainment - a !n an' entertaining company

8ale !or money - provi'e vale in all o! its oBerings6 never )st the high-price' option

nctional benets - a vale oBering6 with Cality6 pls innovative!eatres 'elivere' with air an' hmor

;motional benets - pri'e in lin5ing to the n'er'og with an attit'e6 !n6goo' times

el!-e(pressive benets - willingness to go against the establishment6 tobe a bit otrageos

Iconclasm

Ln'er'og - ghting establishe' breacratic rms with a new creativeoBering

Personality - ants rles6 sense o! hmor6 even otrageos6 n'er'og6willing to attac5 establishment6 competent6 always 'oes a goo' )ob6 highstan'ar's

8irgin symbols

=stomers are !n companions

&DA>G;;>=;"=D;IG;>TIT4"

;ET;>G;GIG;>TIT4"

&DA>G D;3IP"

8A"


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Brand /ssence 2345 words6

A single thoght that captres the sol o! the

bran'

Gistinct !rom a tag-line

Key !nction is to energiFe employees

TimelessJrelevant !or a long perio'

>ot always !easibleJworthwhile

$orth consi'ering"

o wne' verss aspirational associationso nctional verss emotional an' sel!-e(pressive benets


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#ore 7 /8tended Identity

=ore I'entity

7ost important elements o! the bran' i'entityH 2-+elements

Deects strategyJvales o! the organiFation

At least 1 element shol' 'iBerentiate the bran'

7ore li5ely to stay constant as bran' travels thoghtime an' see5s new mar5ets an' cstomers

;(ten'e' I'entity

ther important elements6 organiFe' into meaning!lgropings

Provi'e te(tre an' completeness


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The -a(ue .ro%osition

nctional benets

Delates 'irectly to !nctions per!orme' by pro'ct orservice

ee' to !ocs on those that “ring the bell” !orcstomers

;motional benets

ccrs when prchaseJse gives cstomer positive!eeling

A''s richness an' 'epth to e(perience o!owningJsing bran'

Ln'erstan'ing reCires research on !eelings

el!-e(pressive benets

“$e are what we have” is the most power!l !act inconsmer behavior”

What is The Brand #usto$er


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What is The Brand4#usto$erRe(ationshi%?

>ormally base' on vale proposition

7ay emanate !rom i'entity in certain circmstances

=re'ibility Q$e will 'iscss the element in a sbseCent lectreR

&ran' may not always 'rive prchase 'ecision

'irectly7ay play an en'orser role


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.oints to Re$e$9erot a sprea'sheet to be lle' inH -12elements

$orth consi'ering"o Goes it captre an element important to the bran' an' its

ability to provi'e cstomer vale or spport cstomerrelationships

o Goes it help 'iBerentiate the bran' !rom the competition%

o Goes it resonate with the cstomer%

o Goes it energiFe employees%

o Is it believable%


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A Brand Identity /8ercise


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0et’s Ha&e 'o$e Fun!!*$or5ing with yor pro)ect team cra!t a &ran' I'entity tatement !or TiBany N =oH sing Aa5er’s !ramewor5H

&ran' trategists are o!ten e(pecte' to in!er a bran'’s plat!orm by

con'cting a rigoros analysis o! the bran'’s bsiness strategy an'actions in the mar5etplaceH

o start by briey thin5ing throgh what yo 5now abot each bran'’sbsiness strategyH $hat is their mar5et% 3ow 'o they compete" TheirPrpose6 7ission6 8ales6 8ale Proposition6 assets an' competencies

an' their !nctional area strategies an' programs% OPay specicattention to the ,Ps Then !ocs yor 'iscssion on the variosleverage points in the “&ran' I'entity ystem” part o! Aa5er’s mo'el to'etermine the core i'entity6 e(ten'e' i'entity6 vale propositions an'essence o! the bran'H Then 'ra!t the I'entity tatementH


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Pro'ct Place Price People Promotion

The :.s


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Ti1any 7 #o* Brand Identity

&DA>G;;>=;"

=D;IG;>TIT4"

;ET;>G;GIG;>TIT4"

&DA>G D;3IP"

8A"


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.re%aration For 'ession ;


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Red Bu((, The Anti4Brand Brand

$hat is De' &ll% $hat is its heritage%

$hat associations 'o the bran' stewar'saspire to create in the min's o! the bran'’scstomers%

$hat is De' &ll’s mar5eting strategy%

o

Gescribe its target mar5eto Gescribe the bran'’s 'istribtion strategy

o Gescribe the bran'’s mar5eting strategy

3ow 'i' competition 'evelop over time%

Go yo believe that De' &ll shol'entertain a more tra'itional mar5etingapproach to sstain its growth%

$hat mar5eting approach has been ta5enbeen !or the past !ew years%

Gevelop a positioning statement !or De'&ll


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Ne8t Wee+

&ran' Plan assignment review

http://ashleykonson.com/1231/24/25/brands"need"a"platform"but"which"one"is"best/

http://ashleykonson.com

/1236/27/26/rule"1"for"global"brand"leaders"they"are"galvani*ed"by"purpose"and"beliefs/
http://ashleykonson.com/2012/07/05/brands-need-a-platform-but-which-one-is-best/http://ashleykonson.com/2014/03/04/rule-2-for-global-brand-leaders-they-are-galvanized-by-purpose-and-beliefs/http://ashleykonson.com/2014/03/04/rule-2-for-global-brand-leaders-they-are-galvanized-by-purpose-and-beliefs/http://ashleykonson.com/2014/03/04/rule-2-for-global-brand-leaders-they-are-galvanized-by-purpose-and-beliefs/http://ashleykonson.com/2014/03/04/rule-2-for-global-brand-leaders-they-are-galvanized-by-purpose-and-beliefs/http://ashleykonson.com/2014/03/04/rule-2-for-global-brand-leaders-they-are-galvanized-by-purpose-and-beliefs/http://ashleykonson.com/2012/07/05/brands-need-a-platform-but-which-one-is-best/http://ashleykonson.com/2012/07/05/brands-need-a-platform-but-which-one-is-best/http://ashleykonson.com/2012/07/05/brands-need-a-platform-but-which-one-is-best/

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6550S S 16 L 3P First Ask Why_Then Craft Your Identity