The Brand Gap for FDR Summit 5

8/16/2019 The Brand Gap for FDR Summit 5

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FACE IT, DO IT


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Everyone is Media Owner

Did you know?


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Media brands are increasingly defined less by the platform and more by the community


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THE RELATIONSHIP IS NO LONGER LINEAR


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AND BEING HUMAN


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SO HOW CAN I CREATE A COMMUNITY?


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WRONG QUESTION!!!


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“Communities already exist. Instead, think about how you

can help that community do what it wants to do”

Mark Zuckerberg


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Community is not a place. It’s about people.People own their communities: brands don’t.


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If you want to know what technology will change the world, watch young mothers and don't

watch teenage boys - young mothers have no time for any technology that isn't useful and

doesn't work. Clay Shirky, 2005


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“Content isn't king.. If I sent you to a desert island and gave you thechoice of taking your friends or your movies, you'd choose your friends -- if

you chose the movies, we'd call you a sociopath. Conversation is king.

Content is just something to talk about”Cory Doctorow

SO CONTENT IS NO LONGER KING, IT IS NOW THE ENABLER


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How high should you

jump to beat them?


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How can you be useful?

Don’t sell me a shoe. Teach me to run.


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If you do

either

wrong, theconsumer

will piss all

over you

make sure they have nothing to complain about


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“No one can tell a good story

about a brand unless thatbrand has given them a good

reason to do so”


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BRA NDThe

GA P


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What You’ll learn:

Theve diciplines of BRAND-BUILDING

A modern denition of BRAND


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READY?


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IRSTA brand is not a logo.


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NEUTRONLLC.COM


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SECONDA brand is not an identity


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XNEUTRONLLC.COM


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NEUTRONLLC.COM


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What exactlyis a brand?

So


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A BRAND IS A PERSON’S

GUT FEELING ABOUT

A PRODUCT, SERVICE,

OR ORGANIZATION.

NEUTRONLLC.COMNEUTRONLLC.COM


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It’s a GUT FEELING because people

are emotional, intuitive beings.

It’s a PERSON’S gut feeling,

because brands are dened by individuals,

not companies, markets, or public


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In other words...


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IT’S NOT WHAT YOU SAY IT IS.

NEUTRONLLC.COM


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IT’S WHAT THEY SAY IT IS.

NEUTRONLLC.COM


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WHY IS BRANDING SO HOT?

People have to many choises and to little time

Most offerings have similar quality and features

We tend to base our buying choices on trust


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TRUST

NEUTRONLLC.COM


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T = r + dTRUST RELIABILITY DELIGHT

Trust comes from meeting and beating customer expectations.


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Does a brand have rupiah value?


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5 ways to measure brand value:

PRICE PREMIUM

CUSTOMER PREFERENCE

REPLACEMENT COST

STOCK PRICE

FUTURE EARNINGS


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COKE’S MARKET CAP,

INCLUDING BRAND VALUE:

$120 BILLION

COKE’S MARKET CAP,

NOT INCLUDING BRAND VALUE:

$50 BILLION

WITHOUT THE BRAND,

COKE’S GLASS WOULDBE HALF EMPTY.

NEUTRONLLC.COM


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The main purpose of branding is to get

more people to buy

more stuff

for more years at a higher price.

NEUTRONLLC.COM


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S=B

bBUCK

SUCCESS

BANG

NEUTRONLLC.COM


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Business

Brand



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PREDICTION


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PROBLEMIn most companies, STRATEGY is separated from CREATIVITY by a wide gap


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STRATEGIC THINKERS

Analytical

Logical

Linear

Numerical

Verbal

CREATIVE THINKERS

Intuitive

Emotional

Spatial

Visual

Physical

NEUTRONLLC.COM


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

NEUTRONLLC.COM


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When both sides work together, you can build A CHARISMATIC BRAND


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A CHARISMATIC BRAND is any product,

service, or organization for whichpeople believe there’s no substitute.

NEUTRONLLC.COM

QUIZ: NEUTRONLLC.COM


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Which of these brands are charismatic?

HITACHI

HOME DEPOT

IKEA

KMART

KRISPY KREME

LEVI’S

LONGS DRUGS

MACY’S

MINI COOPER

NEWSWEEK

NISSAN

NORDSTROM

OXO GOODGRIPS

PEPSI-COLA

PRELL

RCA

REEBOK

RUBBERMAID

SAFEWAY

SAMSUNG

SEARS

SOUTHWEST AIRLINES

UNITED ARTISTS

VIRGIN

AMAZON

APPLE

BURGER KING

COLDWATER CREEK

DASANI

DISNEY

DK BOOKS

EVEREADY

FORD

GENERAL ELECTRIC

GOOGLE

HANES

QUIZ: NEUTRONLLC.COM


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Which of these brands are charismatic?

HITACHI

HOME DEPOT

IKEA

KMART

KRISPY KREME

LEVI’S

LONGS DRUGS

MACY’S

MINI COOPER

NEWSWEEK

NISSAN

NORDSTROM

OXO GOODGRIPS

PEPSI-COLA

PRELL

RCA

REEBOK

RUBBERMAID

SAFEWAY

SAMSUNG

SEARS

SOUTHWEST AIRLINES

UNITED ARTISTS

VIRGIN

AMAZON

APPLE

BURGER KING

COLDWATER CREEK

DASANI

DISNEY

DK BOOKS

EVEREADY

FORD

GENERAL ELECTRIC

GOOGLE

HANES


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Any brand can be CHARISMATIC

NEUTRONLLC.COM


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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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Our brains act as lters to protect us

from too much information.

FACT


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WE’RE HARDWIRED TO NOTICE ONLY WHAT’S DIFFERENT.

NEUTRONLLC.COM

SOLUTION:


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BE DIFFERENT


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The three most important words in differentiating your brand:


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FOCUS


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FOCUS


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IS THIS HOW YOUR CUSTOMERS SEE YOU?


EXAMPLE:


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FOCUSED PORSCHE = SPORTS CARS

UNFOCUSED PORSCHE = SPORTS CARS + SUVS

NEUTRONLLC.COM


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DISCIPLINE 2:

COLLABORATE


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LIKE BUILDING

A CATHEDRAL,

BUILDING A BRAND

IS A COLLABORATIVE

PROJECT.

NEUTRONLLC.COM


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IN REALITY, COLLABORATIVE

NETWORKS AREN’T THAT SIMPLE.

NEUTRONLLC.COM


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that’s OK.

and

NEUTRONLLC.COM


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Collaborative networks are not new.


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A successful model has existed for years.


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NEUTRONLLC.COM

Like building a cathedral,


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making a movie takes hundreds of collaborators.

TREVOR CARMICHAEL

JOHN T. LANDON

SHARON BONDLY

PAUL DERAIN

JACQUES SOUVERAIN

Agent Sims

Agent Townsend

Agent Kruzic

Dijon

Jean-Michel

K


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MICHAEL BRAND

STEVEN GOLDSTEIN

TRENT LOCKART

JACKSON BARNES

JOSEPH AKIO

TERENCE BRADLEY

MO DERENI

ROBERT UNDERHILL

KEN SILVER

HILARY PROPRIATOMICHAEL O. KELL

HECTOR ABONDAS

NORMAN BRIER

STACY BRECKSTEIN

JOE KALEY

BRIAN BELSEN

ABRAHAM LENDER

T. T. MCBRIDE

VAN DERICKE

JOHN R. CARLSON

VICTOR AMOS

SEAN O' KENNA

JEFFREY ROCKEN

DARREL TOM

Carlos

GEOFF WRIGHT

MARK CONTADINA

SUE SKENNIAN

CHARLIE MARQUETTE

VICTOR BANERAS

F. C. CAMERON

TELLIE PANOPOULIS

MARTIN AIRES

STEFAN C. KAISER

BILL MOORE

Keynes

Corelli

Johnston

Billie

Guards

LibrarianField Officer

Bus Driver

Night Guard

Meter Maid

First Detective

Second Detective

Beat Cop

Parking Cop

Helicopter Pilot

First Old Man

Second Old Man

Tax Collector

Stunt Coordinator

Assistant Stunt Coordinator

Stunt Doubles

Mariana

Ajax

Sgt. Santos

Carter

Smoocher Boy

Agent Sims

Agent Townsend

Dijon

Stunts

STEVE ADRIAN

BOB CARTER

MICKEY DISANTIS

MIKE FLANAGAN

GEOFF IPSWICH

BARRIE LAWRENCE

JACKIE MACDOUGAL

JAMES PETRICKE

MARY STAUFFACHER

CORNELIA THERRIEN

RAUL VALERIA

BENJAMIN BARKELEY

GORDON COLERIDGE

JILLIAN DRUCKER

BILL GEORGE

MICHAEL KANTER

TERRY LEVINSON

GREG NEVILSON

PETE POLSON

FREDDIE STEEN

JEREMY TRICKETT

RONALD DEAVER-WEBB

TONY BEAUJOLAIS

IVAN DEVERSON

JOE EVANS

JULIA HARRISON

KENNETH KITTRIDGE

TED MARSTEN

BOB OSBORNE

RAY TELSON

CAB UPTON

PETER YOUNG

ROBERT G. RUNYAN

Hong Kong Kung Fu Team

YUAN Tiger CHU CHEN Dragon SENNEUTRONLLC.COM

CAREN THOMASON

MIGUEL TRASERO

FRANCES CHU

PEDRO BOGANILLO

NUALA CORIAN

TRACY COLLISTON

Storyboard Artists

Art Department Researcher

A t D t t C di t


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TRACY COLLISTON

SERGIO MOLO

BENJAMIN HIRASUNA

STEPHANIE RAND

GERI DEMONDE

STELLAN GRETZKE

MADELINE BARR

LANCE DUNSTABLE

MARCO DIPAOLO

DEN MCENERYLISA BARHAM

DRU LEE MANNING

CARRIE DUNE

MARIE BELLEAU

PAUL POLITO

ROCK HANDLER

GORDON ALBRIGHT

CRIS MORTEN

BARRIE M. HORST

JACOB TREIB

HORACE STEIN

THOM CARRABINE

ART KELLEHER

LUCIANO PROPRIO

DAVID BELL

ZUZU MANHEIM

KAREN CAROLUS

J. D. WHEATLY

WILLIAM TREVANT

STU JEFFERSON

JOSH KNIPPLE

COLIN FARRINGDON

PETER STANISLOV

KIT GOINES

BENNIE JAMESON

RICK DEMIS

STANLEY FREYG. G. NEWMAN

DAVID WEINBERG

RICKY MONROE

WILLI STRASBURG

STAN BENTON

CHARLES CRIVORN

NORM LOFGREN

VIC DOLAN

GIORGIO VIVATO

TEL STEPHENOPOLIS

TRINI GONZALEZ

MARCI STEIN

BELINDA MCNAIR

CARI DUNN

MICHELLE TONAS

Art Department Coordinator

Conceptual Designer

Graphics

Illustrator

Set Designers

Set Decorators

Script Supervisor

Camera Operator

Steadycam Operator

1st Assistant Camera

2nd Assistant Camera

Still Photographer

Sound Recordist

Boom Operators

Video Operator

Property Master

Action Vehicle Coordinators

Gaffer

Best Boy

Rigged Gaffers

Props

Key Grip

Head Grip

Dolly Grips

Rigging Grip

Make-up Artists

NEUTRONLLC.COM

DAVID HUSSEINBRIDGET QUESTED

FRANCESCA ROTI

GREG STONE

WILL SUTTON

Digital Compositors

Background Artists

CGI Lead Animators


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INGE JOHANSSON

DREW CRAIN

URSULA BIERSCH

JARED BAGMAN

KAROL CONST

RANDY HARDWICK

MAL GERICKE

CASS MONAHAN

PATRICE ARNEM

PEDRO CARILLO

SANDY PRIESTLY

JOHN LANGORF

BRENDA CALE

MARK THOMAS

KYLE M. SULLIVAN

PATRICK MAHONEY

STAV PROMIDES

MARGRIET BILL

TANIA SHAUB

BENNET JURIANCHUCK TRALIK

PENNY GARCIA

GRAYSON TRUE

SLIM DELGADO

BATOUTAHELL, INC

PACIFIC DREAMS, LLC

ARTISTIC RECORDS, INC.

JAY FLAMMER

CGI Animators

VFX Supervisor

Programmer

System Admin

Production Admin

Production Aide

Producer

Scene Graphics

CGI Artist Coord

CGI Designer

Compositors

I/O Supervisor

Assorted Visual Effects

Color Toner

Negative Cutter

Titles Designed by

Opticals by

Soundtrack Album on

Microscopic Cinematography by

CGI Artists

VISUAL LOGIC, LLC

`The Producers Wish to Thank the Following

NASA

CITY OF NEW YORK

THE MARITIME CENTER OF SYDNEY

LOS ANGELES POLICE

THE CITY OF BEND, OREGON

SULTAN OF BRUNEI

Filmed on Location in

CAPE KENNEDY

NEW YORK CITY

SYDNEY, AUSTRALIA

LOS ANGELES, CALIFORNIA

BEND, OREGON

Filmed with OMNIVISON Cameras and LensesColor by COLORLAB, INC.NEUTRONLLC.COM

MYTH:


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MYTH:

Wide experience leads to deep insights.

C


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FACT:

Deep insights come from deep experience.


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NEUTRONLLC.COM


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NEUTRONLLC.COM


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WHY?

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Because

MAGIC.

the mathematics of collaborationis nothing less than

NEUTRONLLC.COM


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DISCIPLINE 3: INNOVATE


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not strategy—is where the rubber meets the road.Execution—

NEUTRONLLC.COM


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CREATIVITY IS WHAT GIVES BRANDS THEIR TRACTION IN THE MARKETPLACE.

NEUTRONLLC.COM

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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STRATEGIC THINKING

A B C D

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CREATIVE THINKING

V

D

Q

Z

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THE RE ASON THE BEATLES WERE WILDLY SUCCESSFUL

IS BECAUSE “THEY NEVER DID THE SAME THING ONCE.”


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NO SURPRISETO PREDICTABLE =

NOTHING NEWNO SUPRISE =

NO VALUENOTHING NEW =


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DISCIPLINE 4: VALIDATE


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VALIDATION means bringing the

audience into the creative process.

NEUTRONLLC.COM


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THE OLD COMMUNICATION MODEL WAS A MONOLOGUE.

SENDER MESSAGE RECEIVERS E N D E R M E S S A G E R E C E I V E R

NEUTRONLLC.COM


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SENDER MESSAGE RECEIVERS E N D E R M E S S A G E R E C E I V E R

THE NEW COMMUNICATION MODEL IS A DIALOGUE.

NEUTRONLLC.COM

QUESTION:


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How can you test your most creative ideasBEFORE they get to market?

THE BEST TESTS ARE


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QUICK,CHEAP,

DIRTY.ANDNEUTRONLLC.COM


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Better a rough answer to the right question

than a detailed answer to the wrong question.

NEUTRONLLC.COM


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If your audience can’t verbalize your concept,

you’ve failed to communicate it.

NEUTRONLLC.COM


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CULTATIVEDISCIPLINE 5:


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Business is a process, not an entity.

NEUTRONLLC.COM

QUESTION:


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A living brand is a pattern of behavior,

not a stylistic veneer.

QUESTION:


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Brands are like a people


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C. D. E.

IF PEOPLE CAN CHANGE THEIR CLOTHES WITHOUT CHANGING THEIR CHARACTERS…

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WHY CAN’T BRANDS?

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OLD PARADIGM:


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Control the

LOOK AND FEELof a brand


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IF A BRAND LOOKS LIKE A DUCK AND SWIMS


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LIKE A DOG, PEOPLE WILL DISTRUST IT.

NEUTRONLLC.COM

So let’s say you’ve


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DIFFERENTIATED,

COLLABORATED,

INNOVATED,AND VALIDATED.

NEUTRONLLC.COM


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YOU’VE ADDED THE LEFT BRAIN TO THE RIGHT BRAIN.

+

NEUTRONLLC.COM


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NEUTRONLLC.COM


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What’s your next move?

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What your company needs is a CBO,or CHIEF BRANDING OFFICER.


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NEUTRONLLC.COM

THE CBO FORMS A HUMAN BRIDGE BETWEEN LOGIC AND MAGIC, STRATEGY AND DESIGN.


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BY MASTERING THE FIVE DISCIPLINES OF BRANDING, THE COMPANY CREATES A VIRTUOUS CIRCLE.

V A L I D A T I O N

C U L T I V A T I O N D I F F E R E N T I A T I O N

I N N O V A T I O N

C O L L A B O R A T I O N

NEUTRONLLC.COM


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WITH EVERY TURN AROUND THE CIRCLE, THE VALUE OF THE BRAND SPIRALS HIGHER.

NEUTRONLLC.COM


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YOU BUILD

NEUTRONLLC.COM


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A sustainable competitive advantage.

NEUTRONLLC.COM


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Thank You

Documents

The Brand Gap for FDR Summit 5