Italian brand expert Gianluca Cinquepalmi discovered 5 key success elements commonly shared by every famous brand. In the workshop, Gianluca will elaborate their practical implications to brand development. He will further illustrate a step-by-step approach for local companies to build these elements, with an ultimate goal to create a strong brand.

1. 00. SUCCESSFUL BRAND BUILDING
PROJECT BRIEFING | 1618BX Chamber Logo
HKPC | 25/01/20213 - Gianluca Cinquepalmi
© 1.618 Limited / 2013 all rights reserved

2. 01. WHY THEM ?
HKPC | 25/01/20213 - Brand Guru Workshop Series - DATE | 25.01.2013
© 1.618 Limited / 2013 all rights reserved

3. 02. WHY BRANDING IS SO IMPORTANT TODAY?
-I- - II - - III -
Industrial society Not a choice extremely complex and
(Functional value) (define and manage) connected world
Vs Vs Vs
Post modern society Public Opinion Original and
(Symbolic value ) (Other define it for you ) memorable message
HKPC | 25/01/20213 - Brand Guru Workshop Series - DATE | 25.01.2013
© 1.618 Limited / 2013 all rights reserved

4. 03. WHAT IS BRANDING ?
“ Branding is the systematic approach of finding
the perfect balance of Rational and Emotional values
that a company or organization
shares with its consumer or public.
Sustainably Growing:
Culturally, Socially and Financially.
”
— G.Cinquepalmi, founder and MD
HKPC | 25/01/20213 - Brand Guru Workshop Series - DATE | 25.01.2013
© 1.618 Limited / 2013 all rights reserved

5. 03.1 WHAT WE DISCOVERED:
1.618 WŭXíng Branding model -
HKPC | 25/01/20213 - Brand Guru Workshop Series - DATE | 25.01.2013
© 1.618 Limited / 2013 all rights reserved

6. 05. THE JOURNEY...
CHARISMA 木
HKPC | 25/01/20213 - Brand Guru Workshop Series - DATE | 25.01.2013
© 1.618 Limited / 2013 all rights reserved

7. 05. THE JOURNEY...
CHARISMA 木
DESIRE 火
HKPC | 25/01/20213 - Brand Guru Workshop Series - DATE | 25.01.2013
© 1.618 Limited / 2013 all rights reserved

8. 05. THE JOURNEY...
CHARISMA 木
DESIRE 火
BELONGING 土
HKPC | 25/01/20213 - Brand Guru Workshop Series - DATE | 25.01.2013
© 1.618 Limited / 2013 all rights reserved

9. 05. THE JOURNEY...
CHARISMA 木
DESIRE 火
TRUST 金 BELONGING 土
HKPC | 25/01/20213 - Brand Guru Workshop Series - DATE | 25.01.2013
© 1.618 Limited / 2013 all rights reserved

10. 05. THE JOURNEY...
CHARISMA 木
CONSISTENCY 水 DESIRE 火
TRUST 金 BELONGING 土
HKPC | 25/01/20213 - Brand Guru Workshop Series - DATE | 25.01.2013
© 1.618 Limited / 2013 all rights reserved

11. 05. THE JOURNEY...
CHARISMA 木
... continuously renewing themselves Ability of: being unique
CONSISTENCY 水 DESIRE 火
... being delight full & relevant ... engaging public
TRUST 金 BELONGING 土
... creating a compelling story
HKPC | 25/01/20213 - Brand Guru Workshop Series - DATE | 25.01.2013
© 1.618 Limited / 2013 all rights reserved

12. 06. WHAT IF ...
BEYOND BRANDING
HKPC | 25/01/20213 - Brand Guru Workshop Series - DATE | 25.01.2013
© 1.618 Limited / 2013 all rights reserved

13. 06. BUSINESS MODEL - how do we make money?
Business model generation - Alex Osterwalder
HKPC | 25/01/20213 - Brand Guru Workshop Series - DATE | 25.01.2013
© 1.618 Limited / 2013 all rights reserved

14. 06. IS IT A LINEAR SYSTEM ?
Key Partners Key Activities Value Propositions Customer Relationships Customer Segments
Key Resources Distrib. Channels
BRAND
Cost Structure Revenue Streams
HKPC | 25/01/20213 - Brand Guru Workshop Series - DATE | 25.01.2013
© 1.618 Limited / 2013 all rights reserved

15. 07. WHAT IS THE BUSINESS IMPACT OF BRANDING
Key Partners Key Activities Value Propositions Customer Relationships Customer Segments
+
Sustainable
Better FOCUS Optimized Position
Growth
resources
+ and
channels target
Key Resources Distrib. Channels
Vertical
growth
Cost Structure Revenue Streams
Sharing / cost PREMIUM / PUNCTUAL
optimizations PRICING-EXTENSION
HKPC | 25/01/20213 - Brand Guru Workshop Series - DATE | 25.01.2013
© 1.618 Limited / 2013 all rights reserved

16. 07. DEMOS
AT WORK!
HKPC | 25/01/20213 - Brand Guru Workshop Series - DATE | 25.01.2013
© 1.618 Limited / 2013 all rights reserved

17. 08. LET’S CREATE A BRAND ... ACTUALLY TWO
What a Service Ltd. What a Product Ltd.
• SME • SME
• APAC • APAC
• 10 est YRS • 10 est YRS
• IB 1K users • IB 1K users
• 7 Service lines • 5 Product lines
• BDGET 1Mil • BDGET 1Mil
HKPC | 25/01/20213 - Brand Guru Workshop Series - DATE | 25.01.2013
© 1.618 Limited / 2013 all rights reserved

18. 01. WHO ARE WE ?
HKPC | 25/01/20213 - Brand Guru Workshop Series - DATE | 25.01.2013
© 1.618 Limited / 2013 all rights reserved

19. 02. HOW ARE WE ?
SELF-
ACTUALIZATION
ESTEEM
LOVE/BELONGING
SAFETY
PHYSIOLOGICAL
Maslow Hierarchy of Needs
HKPC | 25/01/20213 - Brand Guru Workshop Series - DATE | 25.01.2013
© 1.618 Limited / 2013 all rights reserved

20. 03. WHAT DO WE SAY ?
SPREADABLE
PHY
AL SIC
ON AL
I TR
OT I
M
GG
E
ER
NTITY DE
UE I
LEA
Q
DA
I N
AU
CO
M
E D
M
VI
UN
O
TY
I
PR
HKPC | 25/01/20213 - Brand Guru Workshop Series - DATE | 25.01.2013
© 1.618 Limited / 2013 all rights reserved

21. 04. WHY US ?
Never Be clear on
Compromise On what you
Key Feature promise Delightful Relevant
HKPC | 25/01/20213 - Brand Guru Workshop Series - DATE | 25.01.2013
© 1.618 Limited / 2013 all rights reserved

22. 05. HOW WE DO IT ?
Y CO
NC NS
TE I
IS
ST
NS
EN
CO
CY
CHARISMA
TRUST
CY
DESIRE
N
TE
O C
S
NS
SI
N IS
TE
CO NC
Y
BELONGINGS
HKPC | 25/01/20213 - Brand Guru Workshop Series - DATE | 25.01.2013
© 1.618 Limited / 2013 all rights reserved

23. XX. PLEASE SUPPORT
HKBP .hk
HKPC | 25/01/20213 - Brand Guru Workshop Series - DATE | 25.01.2013
© 1.618 Limited / 2013 all rights reserved

24. CONTACT US :
info@1618group.hk
http://www.slideshare.net/1618Limited
T +852. 3563 8015 | W 1618group.hk
r.1606, 16F, 367-375 Queen's Road Central, Hong Kong
香港上環皇后大道中367-375號 | 萬利商業大廈1606室
HKPC | 25/01/20213 - Brand Guru Workshop Series - DATE | 25.01.2013
© 1.618 Limited / 2013 all rights reserved