4. What is my brand? Added value Identity – image Relationship Risk reducer Financial Visionary Promise Personality Emotion Values Self or culture Positioning Functionalism Integrated strategy Differentiation Logo Shorthand
5. Brand as promise A promise which is Distinctive Valued Consistently delivered Kept over time Source : Wolff Olins
6. Shifting brand paradigm Tangibles Values through communication Problems Services Successes Values through culture Co-created value Frozen value
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9. Aligning brand-staff values Lush managers are independent, vivacious and dynamic- but we need more of them! Our store managers could be likened to our GODIVA shampoo and conditioning bars – ready to ride through the streets naked for their cause (although we’ve not asked them yet!). Our store managers must be confident and capable