Your brand is so much more than just your logo. Learn how to create the conditions for your brand to deliver sustainable value to your customers. Create The Conditions Business Quickies are a series of quick presentations to help inspire thinking and accelerate action. Visit createtheconditions.com.

1. Create The Conditions Business Quickie Why Your BRAND is More Than Your Logo Morry Patoka [email_address] iquestinc.com createtheconditions.com

3. But THE BRAND is not just about marketing THE BRAND needs a constant source of fuel; something substantial that keeps THE BRAND relevant, meaningful and valued by the marketplace. Name Packaging Price History Reputation Advertising Image Customer Focus ????? BRAND

4. The following slides briefly explain how an unusual BRAND was created and why it continues to thrive. It’s a great lesson for every BRAND . story time

5. The Greatest Branding Story Ever How the Merchant of Death became the Man of Peace In the 1800’s, Alfred’s company manufactured gun powder. While searching for a more powerful explosive he experimented with something called nitroglycerine. BOOM , dynamite was born. In 1888, Alfred was reading the morning paper and came across his own obituary! It was actually his brother Ludwig who died, but the papers mixed it up. The obituary headline read - Merchant of Death. Alfred was so upset at how he would be remembered that he resolved to change his image. TA DA , The Nobel Peace Prize was born. Alfred Nobel

7. If Albert Nobel had only created a marketing story about his proposed good works, without providing sustainable value through his business model , he would have never changed his public image. People would have seen right through it as another empty promise.

8. Your Business Model fuels your BRAND, So do what your BRAND says you do . moral of the story

10. Are you creating the conditions for people to believe in your brand? Consistently checking competitors to ensure you’re delivering low prices Low price Searching the world for new items to keep things fresh and relevant Great selection Conducting rigorous testing, sharing results and guaranteeing satisfaction Excellent quality Regularly upgrading staff and the tools they use to do their jobs Superior service Nurturing a culture of collaboration, recognition and reward Best employer Your business model must include… When YOUR BRAND communicates…

12. A series of quick presentations to help inspire thinking and accelerate action I would really appreciate your feedback. Please visit createtheconditions.com to share your experiences, questions and suggestions. createtheconditions.com is my blog where you’ll read daily perspectives on what it takes to create the right conditions for your business to succeed. If you’d like to learn how to develop the winning strategy by leveraging the collective brainpower of your organization, please visit iquestinc.com . Morry Patoka [email_address] Copyright © 2009 Create The Conditions Business Quickies