Brand first, branding second
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Before you start the activities that communicate/promote your brand (branding), it's important to establish what your brand actually means; the type of product/service to which it adds value; what it stands for; its point of view and how -- and to what extent - - it really differs from other brands (establishing the brand). I'm in the UAE (Abu Dhabi) and interested in working in Training/Instructional Design. E:mail: orxil(at)yahoo.com
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Brand first, branding second
- 1. Establishing and Building a Brand in a Crowded Market © Gordon Graham 2007
- 2. Brands run deep: “Mythological symbols touch and exhilarate centers of life beyond the reach of vocabularies and coercion.” - Joseph Campbell, Masks of God, Vol. 4
- 3. What is a brand? Multiple definitions. Multiple perspectives. Multiple roles.
- 4. What is a brand? “. . . the promise, the big idea, and the expectations that reside inside the head of each customer’s mind about a product, service, or company . . .the brand is shorthand. It stands for something.” - Alina Wheeler (2006)
- 5. What is a brand? “. . . a set of mental associations, held by the consumer, which add to the perceived value of a product or service.” - Kevin Lane Keller (1998)
- 6. What is a brand? “ . . . a brand is a concept . . . a brand shapes and reflects our quest for meaning.”“ - Bobby J. Calder (2005) “ . . . a brand is a meaning system.”“ - Patrick Hanlon (2006)
- 7. Definitions will emphasize what a brand is (physical appearance) or what it does (role).
- 8. What do brands do? They remind us of a past product/service experience. They communicate how we see ourselves. Brands are fantasy. Escapism. A brand is often just an umbilical cord to a world elsewhere.
- 9. Brands represent the world as it ought to be not how it is. Romanticism. Brands represent values and ideals. They simplify our day.
- 10. Brands help satisfy a need to belong to something larger than ourselves. At the same time, they help us express our individuality. Thanks to Rob Walker (2008) for this.
- 12. Brands . . are .. .. . MAGIC MAKING
- 13. But . . . hugely successful brands can also Brands amount as the result of an emerge simply to as much as 80% of a firm’s assets. awesome product - Economist (2008) .
- 14. So let’s not take this branding thing too Brands amount to as muchmediocre far. Branding is no substitute for as 80% oflack of product innovation. products or a a firm’s assets. - Economist (2008)
- 15. You can only fool people for a while.
- 16. Country of Origin & Stereotypes: Chinese brands. Now we’re talking values, trust and the relative attractiveness of cultures.
- 17. What is culture? “. . . the sum of a set of shared values.” - Bradley Hall (2008) “ . . . inherited ethical habit.” - Francis Fukuyama (1995)
- 18. Individualism + Low Trust in China Small firms. Family run at core. Fragmented industries. Destructive, subsidized competition. Little cooperation. Few transnational firms. Short-term thinking. Emergent Strategy.
- 19. On to the BRAND ® Building > > >
- 20. What will this presentation cover? 1. Why firms should establish a brand. 2. The steps in establishing a new brand. 3. A short list of recommended branding books.
- 21. 1. Why establish a brand?
- 22. Consumers face a dizzying array of choices.
- 23. Products drift towards commoditization.
- 24. A brand differentiates the product from similar offerings.
- 25. A brand reduces the need to compete on price alone.
- 26. The goal of a brand is to establish a monopoly position for a non-core product attribute in the mind of an individual.
- 27. Identity Image {PR/Advertising} {Reality} The Firm Staff & Customers
- 28. Who controls a brand’s Firm meaning? Market Length of Time Brand Engages Market
- 29. 2. Steps in establishing a new brand.
- 30. I: Establish the meaning of the brand “The power of a brand is inversely proportional to its scope.” - Laura and Al Ries, The Origin of Brands
- 31. A good way to do this is by asking: What’s the brand’s Point of View?
- 32. Broad Scope CVS: general drug store products CVS: general drug store products Body Shop: body Narrow New Brand Scope A hair care store?
- 33. Point of View? Who is the Enemy?
- 34. Beauty doesn’t have to be at the expense of animals’ welfare.
- 35. Dig deep for a position within an existing category - or create a new category or, better yet, a new product!
- 36. “Healthy” or “organic” are no longer brand positions or differentiators. These are now categories. Dig deeper if you want to differentiate.
- 37. Your brand needs to . . . Stand for something
- 38. Categories diverge not converge General Motors Models in 1955: 25 General Motors Models in 2005: 325 Source: The Machine That Changed the World (1990)
- 39. Brands and their Owners Range Rover: Indian French’s Mustard: British Glenmorangie Scotch: French Trader Joe’s: German
- 40. Diffuse Ownership Brands are often part owned by sovereign funds and private equity groups from various countries.
- 41. Some points to remember: Brands cannot stretch very far Customers buy brands not companies Brand decisions are strategic
- 42. You can build a brand portfolio organically
- 44. II: Name Choose a name that’s: unique short easy to say easy to spell . . .
- 45. if possible, the name should suggest the product category: Captain Morgan Rum Lunesta Sleeping pills Samsonite Strong luggage
- 46. Alternatively, you can create meaning around a meaningless word. This is what Starbucks did with its brand.
- 47. III: Physical Elements of the Brand: Choose a logo or name mark Choose a colour(s) Choose a tagline
- 48. Final thought: . . . we all think everyone else’s shopping quirks are weird and irrational - but that our own make perfect sense. Rob Walker, New York Times Magazine (2009)
- 49. The Origin of Brands, Al and Laura Ries Brand Meaning, Mark Batey Designing Brand Identity: A complete guide to creating, building and sustaining strong brands, Alina Wheeler Brand Leadership, David Aacker and Eric Joachimsthaler The New Strategic Brand Management: Creating and sustaining brand equity long term, Jean-Noel Kapferer
- 50. I’m very interested in business training and course design for e-learning Feel free to get in touch! Thanks! Gordon@westportwire.com © Gordon Graham 2007