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Targetted for Marketing Students and Young Professionals who would like to know ABC of Branding
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Branding…
ABC
2
You Want To create a brand
OR
Your Personal Brand
3You are thinking of Logos
4You are thinking of Products
5
NO …
6
Start Thinking about Emotions and Gut feelings
7BOHEMA
Dreaming
Future
positivity
Sharing
8
Brand is a story with a Promise that should be ALWAYS fulfilled
Otherwise …
Stories make complex ideas simple Stories make facts meaningful Stories produce mental images Stories are like virus – sticking people into the deepest level
Source: Kerbang
9
Brand Is not what you say and think you are
Brand is what others say and think you are
10
But …
You need create Promising Story to make people think and talk for Years, Centuries and Millennia …
11
Why need to Brand?
12
PRODUCT CLUTTER
Clutters Creates Mess and restricts decision-making
Product Clutter Feature clutter
Employability clutter
Media Clutter
Personal Clutter
Advertising Clutter
Resulting - Chaos
14Brands simplify decision-making
Higher Sales Higher Price Higher Trust
Higher Loyalty Higher Visibility
Higher Selectivity Higher Employability
15Therefore We need Brand Story
2nd The Plot => story line
1st The Title => Difference, Uniqueness
3rd Character => Memorable experience
161st The Title
BE DIFFERENT… Not Like this
At Least Like this
17
WHEN EVERYBODY ZIGS
ZAG
Try to find your
Source: Marty Neumeier
18
In reality, all companies competing in one and the same category in 95% (Zig).
They do same things, with SAME Skills, with SAME TECHNOLOGIES, use SAME Media
etc
WHAT MAKES THEM DIFFERENT – IS THAT VERY
5 % (Zag)
19
WHERE TO SEARCH FOR OUR ZAG?
IN PRODUCTS? – NO
IN SERVICE – NO
IN FEATURES – NO
IN PROCEDURES - NO
IN YOUR BELIEFS…
20Apple Example
Apple AD Quote: “Everything we do, we believe in challenging the status quo. We believe in thinking differently. The way we challenge the status quo is by making our products beautifully designed, simple to use and user friendly. We just happen to make great computers.”
212nd The Plot
Source: Bianca Cowthorne
22Adidas Example
Overcoming the Monster
Adidas has strong story of challenging yourself, strive for best performance
233rd The Character
Each Person/Brand Represents an Archetype
Source: Carl Jung
24
Which Archetype do you belong to?
25
I exist to love!
The Lover is all about the relationship, sensuality and sexuality. Being close to their partner, being vulnerable and declaring
their undying love for a certain individual.
“Lover” Character Example
26
What is next Step ???
Chill Out and Wait for 2nd Issue
27
Thank You
Vakhtang Antadze
GUM Category Manager Caucasus
Kraft Foods Georgia LLC Part of the Mondelēz International Family of Companies Direct: +995 32 2200 180 (Ext.108 )|Mobile: +995 599887098 19 Davit Gamrekeli Str.,Business Centre Palati, Mansard Offices No.46-47|Tbilisi,Georgia [email protected]