1

WHEN EVERYBODY ZIGS

ZAG

Try to find your

Source: Marty Neumeier

Branding 2nd Issue …

2

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)

Reminder from previous Session

3

WHERE TO SEARCH FOR OUR ZAG?

IN PRODUCTS? – NO

IN SERVICE – NO

IN FEATURES – NO

IN PROCEDURES - NO

IN BELIEFS…

4

Watch Video (http://www.youtube.com/watch?v=d2SEPoQEgqA )

people don’t buy what you do - they buy why you do it.

the goal is not to sell to people what you have - the goal is to connect with people who believe what you believe

Source: Simon Sinek

5

WRITE DOWN WHAT IS YOU MAJOR BELIEF

I BELIEVE THAT………………………

6TIME TO BE MORE SPECIFIC.In FINDING OUR ZAG WE SHALL GO

THROUGH 5 CHECK POINTS

1. Who are we?2. What do we do?3. What’s our vision?4. What makes us the ONLY5. What is our Trueline

Source: Saatchi & Saatchi

7CHECK POINT 1WHO ARE WE

No matter in what we believe, without the experience, credibility and PASSION we won’t be able to deliver, to contribute into what WE BELIEVE in.

If we look at our team we will find What is the One thing that we have in common (at least majority of us )

8

Example:

In Google, people’s philosophy is “DON’T BE EVIL”

So People working in Google, have 1 thing in common, none of them is EVIL

This Clear philosophy has allowed the company not only to survive in dot-com business crisis, but to INSPIRE employees, delight users, and attract investors – to a degree no one thought possible

9CHECK POINT 2WHAT DO WE DO

What is our Core purpose?

Hint: This is fundamental reason our Company Exists, beyond making money

This is one thing that will never change about our Company

10

Exapmle:

Google’s state purpose is TO ORGANIZE THE WORLD’S INFORMATION AND MAKE IT UNIVERSALLY ACCESSIBLE

Disney’s Purpose is TO MAKE PEOPLE HAPPY

How many words will it take to articulate our purpose? If it takes more than 12, we have to go back to check point 1

11

CHECK POINT 3WHAT’S OUR VISION

While Company’s purpose can be abstract, a company’s vision should be concrete

It’s an illustration of Future

A soul never thinks without an image

Source:Aristotle

12

True Vision can’t be imposed on the company – it has to grow from the shared beliefs, purposes and passion of its people

The Leaders job is to shape and articulate that vision, making it memorable, inspiring

True Visions lead to COMMITMENT

rather than compliance, CONFIDENCE rather than caution

13

EXAMPLE OF RELATIONSHIP BETWEEN PURPOSE & VISION

Referring to Kennedy’s years: the PURPOSE was “ADVANCING MAN’S CAPABILITIES TO EXPLORE THE HEAVENS

A vision on the other hand was “A MAN ON THE MOON BY THE END OF THE 1960”

14CHECK POINT 4WHAT MAKES US THE ONLY

The passion, purpose and vision that drive the company may be virtually identical with those of competitors

Look: in 99% companies stating their core values use 3 or 4 virtues from this List:

1.Innovative2.Market-driven3.Customer oriented4.Ethical5.Responsive6.Collaborative

7.Trusted8. Quality-minded9.Progressive10.Proactive11.Responsible12.optimistic

15

While Virtues Like this are admirable, ZAGing requires that a company define itself by what makes it UNIQUE, not what makes it admirable

16

Complete the sentence:

Our Brand is the ONLY ____________________That ____________________.

17

The ZAG was when CitiBank did when they positioned their company as the anti bank with Tagline:

LIVE RICHLY

and headlines like this: “For a guaranteed return on investment, try buying flowers”

“Onliness” is the true test of a ZAGIf we can’t say we are the “ONLY” let’s Go

back and start over

18

Here is some Detailed Version of the Exercise to help pinpoint our onliness:

WHAT IS OUR CATEGORY?HOW WE ARE DIFFERENT?WHO ARE OUR CUSTOMERS?WHERE ARE THEY LOCATED?WHEN DO THEY NEED US?

19

The only motorcycle manufacturer

that makes big, loud motorcycles

for Macho guys (and macho “wannabees”)

mostly in United States

who want to join a gang of cowboys

in era of decreasing personal Freedom

What:

How:

Who:

where:

why:

When:

EXAMPLE

HARLEY-DEVIDSON

20

CHECK POINT 5HOW DO WE EXPLAIN OURSELVES

All Brand communication should emanate from an internal positioning line or “TRUELINE”

A TRUELINE is the one true thing you can say about the Brand, based on its onliness statement. It must be something competitors can’t (or won’t) claim.

In other words its company's VALUE PROPOSITION – The reason Brand matters to customers RATIONALLY

21

Remember, IT’S NOT WHAT WE SAY, IT’S WHAT THEY SAY ABOUT US

22EXAPMPLE:

SOUTHWEST AIRLINES:You Can Fly just anywhere for less than it costs to

drive

MINIThe small car for people who want a fun driving

experience

eBayThe Place to trade practically anything on earth

From customers perspective these are the basic differentiating truths about these Brands

23

Once we have our trueline it’s a short step to a customer-facing TAGLINE

For Example:When SOUTHWEST SAYS:YOU’RE NOW FREE TO MOVE ABOUT THE

COUNTRY they are simply translating their trueline into a more polished form

What they are tapping into is Customers’ belief that southwest offers a kind of freedom they did not have before

24

When MINI says

LET’S MOTORThey are translating a whole complex of

feelings into tribal message: “ if you appreciate small, high-performance cars and you hate American trend towards CLUMSY, GAZ-GUZZING Cars, come on and join us.”

25

The Key in Crafting the truelines and taglines is to focus on a single proposition

If you find yourself finding commas or “ANDs”, you may need more focus

26EXAMPLES OF TRUELINES AND TAGLINES

CITYBANK knows that money is only mean to happiness

LIVE RICHLY

TRUELINE

TAGLINE

AUDI MAKES CARS for People who take the road less traveled

NEVER FOLLOW

TRUELINE

TAGLINE

DISNEY LAND is the World’s Favorite amusement park

THE HAPPIEST PLACE ON EARTH

TRUELINE

TAGLINE

NIKE helps you to find inner athlete

JUST DO ITTAGLINE

TRUELINE

APPLE challenges the STATUS QUO

THINK DIFFERENT

TRUELINE

TAGLINE

LAS VEGAS is where the world goes to be Naughty

WHAT HAPPENS HERE, STAYS HERETAGLINE

TRUELINE

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 Vakhtang.antadze@mdlz.com