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HOW TO BRIDGE
  THE DISTANCE
    BETWEEN
BUSINESS STRATEGY
   AND DESIGN
A VISUAL PRESENTATION BY MARTY NEUMEIER




               NEUTRONLLC.COM
Produced by NEUTRON LLC
 in partnership with NEW RIDERS PUBLISHING
and THE AMERICAN INSTITUTE OF GRAPHIC ARTS




Copyright © 2003 Neutron LLC. For educational use only. No part of this presentation may
be published, sold, or otherwise used for profit without the written permission of the author.
WHAT YOU’LL LEARN:




                 1   A modern definition of brand

                 2   The five disciplines of brand-building




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READY?




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LET’S START BY DISPELLING SOME MYTHS.




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FIRST
                 A brand is not a logo.




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SECOND
                 A brand is not an identity.




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                 X
FINALLY
                 A brand is not a product.


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So   what exactly
                                is a brand?




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A BRAND IS A PERSON’S
                 GUT FEELING ABOUT
                 A PRODUCT, SERVICE,
                 OR ORGANIZATION.




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In other words…




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IT’S NOT WHAT YOU SAY IT IS.




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IT’S WHAT THEY SAY IT IS.



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WHY IS BRANDING SO HOT?




            1    People have too many choices and too little time

            2    Most offerings have similar quality and features

            3    We tend to base our buying choices on trust




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THERE ARE 1,349 CAMERAS ON THE MARKET.
                 HOW DO YOU DECIDE WHICH ONE TO BUY?




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TRUST




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$
                 Does a brand have a dollar value?




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AND HOW.
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5 ways to measure brand value:

                 1 PRICE PREMIUM


                 2 CUSTOMER PREFERENCE


                 3 REPLACEMENT COST


                 4 STOCK PRICE


                 5 FUTURE EARNINGS



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THIS SELECTION FROM INTERBRAND’S TOP 100 LIST
                 SHOWS WHY BRANDS ARE WORTH PROTECTING:


                                    2001        % CHANGE    BRAND VALUE
                 BRAND       BRAND VALUE        BRAND VS.        AS % OF
                 NAME              ($MM)    PREVIOUS YEAR    MARKET CAP

                 COCA-COLA         68,945             -5%           61%
                 MICROSOFT         65,068             -7%           17%
                 IBM               52,752             -1%           27%
                 FORD              30,092            -17%           66%
                 MERCEDES          21,728            +3%            48%
                 HONDA             14,638             -4%           33%
                 BMW               13,858            +7%            62%
                 KODAK             10,801             -9%           82%
                 GAP                8,746             -6%           35%
                 NIKE               7,589             -5%           66%
                 PEPSI              6,214             -6%            9%
                 XEROX              6,019            -38%           93%
                 APPLE              5,464            -17%           66%
                 STARBUCKS          1,757           +32%            21%




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COKE’S MARKET CAP,
                                      INCLUDING BRAND VALUE:
                                      $120 BILLION




                 WITHOUT THE BRAND,
                 COKE’S GLASS WOULD
                   BE HALF EMPTY.




                                      COKE’S MARKET CAP,
                                      NOT INCLUDING BRAND VALUE:
                                      $50 BILLION




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The main purpose of branding is to get
      more people to buy more stuff
            for more years at a higher price.




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B
                 S =       BANG




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                     b
                 SUCCESS




                           BUCK
Brand




                 Business




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PREDICTION


                 BRAND WILL BECOME THE MOST POWERFUL
                 STRATEGIC TOOL SINCE THE SPREADSHEET.



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PROBLEM

In most companies, STRATEGY


                 is separated from CREATIVITY by a wide gap.
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STRATEGIC THINKERS    CREATIVE THINKERS

                 Analytical   Intuitive
                   Logical    Emotional
                    Linear    Spatial
                 Numerical    Visual
                    Verbal    Physical



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DOES THE LEFT BRAIN KNOW WHAT THE RIGHT BRAIN IS DOING?




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When both sides work together,
           you can build a charismatic brand.

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A CHARISMATIC BRAND is any product,
                 service, or organization for which
                 people believe there’s no substitute.




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QUIZ :                                                NEUTRONLLC.COM



Which of these brands are charismatic?


AMAZON               HITACHI             OXO GOODGRIPS

APPLE                HOME DEPOT          PEPSI-COLA

BURGER KING          IKEA                PRELL

COLDWATER CREEK      KMART               RCA

DASANI               KRISPY KREME        REEBOK

DISNEY               LEVI’S              RUBBERMAID

DK BOOKS             LONGS DRUGS         SAFEWAY

EVEREADY             MACY’S              SAMSUNG

FORD                 MINI COOPER         SEARS

GENERAL ELECTRIC     NEWSWEEK            SOUTHWEST AIRLINES

GOOGLE               NISSAN              UNITED ARTISTS

HANES                NORDSTROM           VIRGIN
QUIZ :                                                NEUTRONLLC.COM



Which of these brands are charismatic?


AMAZON               HITACHI             OXO GOODGRIPS

APPLE                HOME DEPOT          PEPSI-COLA

BURGER KING          IKEA                PRELL

COLDWATER CREEK      KMART               RCA

DASANI               KRISPY KREME        REEBOK

DISNEY               LEVI’S              RUBBERMAID

DK BOOKS             LONGS DRUGS         SAFEWAY

EVEREADY             MACY’S              SAMSUNG

FORD                 MINI COOPER         SEARS

GENERAL ELECTRIC     NEWSWEEK            SOUTHWEST AIRLINES

GOOGLE               NISSAN              UNITED ARTISTS

HANES                NORDSTROM           VIRGIN
Any brand can be charismatic.




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EVEN
YOURS.
But first,




you have to master the FIVE   DISCIPLINES OF BRAND-BUILDING .




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DISCIPLINE 1: DIFFERENTIATE




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WE’RE HARDWIRED TO NOTICE ONLY WHAT’S DIFFERENT.




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SOLUTION:




BE DIFFERENT.

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FEATURES                 BENEFITS          EXPERIENCE        IDENTIFICATION
“What it is”           “What it does”     “What you feel”    “Who you are”



 1900                     1925               1950                2000




                 Marketing today is about creating tribes.


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People join different tribes for different activities.

                 DRIVING    VOLKSWAGEN




                                       READING          AMAZON
 COMPUTING       DELL

                                                           SPORTS   NIKE


                 COOKING              WILLIAMS-SONOMA



                 BANKING   CITIBANK




                                            TRAVEL        ORBITZ
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ON SUNDAYS THEY WORSHIP HARLEY,
  GOD OF THE OPEN ROAD.




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The three most important words in differentiating your brand:
1   FOCUS




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2
                     FOCUS


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3
                     FOCUS

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IS THIS HOW YOUR CUSTOMERS SEE YOU?




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THE FOCUS TEST:




          1   Who are you?

          2   What do you do?

          3   Why does it matter?




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Unless you have compelling answers to these questions,

                 you need more focus.



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The most common reason for loss of focus
is ILL-CONSIDERED BRAND EXTENSIONS.
EXAMPLE:




                 FOCUSED   PORSCHE = SPORTS CARS


          UNFOCUSED        PORSCHE = SPORTS CARS + SUVS




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EXAMPLE:




THE GOOD GRIPS BRAND HAS GROWN STRONGER WITH EVERY BRAND EXTENSION.
DISCIPLINE 2: COLLABORATE




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LIKE BUILDING
                 A CATHEDRAL,
             BUILDING A BRAND
          IS A COLLABORATIVE
                     PROJECT.




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It takes a village
to build a brand.
THERE ARE THREE BASIC MODELS
                 FOR ORGANIZING BRAND COLLABORATION:




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The ONE-STOP SHOP                                                                                                  NEUTRONLLC.COM



contains the resources                                                                C R E AT I V E
                                                                                      SERVICES
                                                               A DV E RT I S I N G


to develop and                              DIRECT
                                          RESPONSE



steward the brand.                                                                       RESEARCH
                                                                                                                   POP
                                                                                                               D I S P L AY S
                                                                          EXHIBITS



                                                           PUBLIC
                              IDENTITY
                                                       R E L AT I O N S                            SUPPLIERS




                                                  EVENTS                      PRODUCT
                                                                                DESIGN
                                                                                                       PROMOTIONS




                         P U B L I C AT I O N S                                                                         BRAND
                                                                                                                     ST R AT E G Y
                                                           WEB
                                                       DESIGN
                                                                               NAMING

                                                                                                PA C K A G I N G




                                                                             ANNUAL
                                                                            REPORTS




 C O M PA N Y
ONE-STOP SHOP SCORECARD




Easy to manage            Little choice of teams
Promise of consistency    Little ownership of brand




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The BRAND AGENCY                                                                      POP
                                                                                                                   NEUTRONLLC.COM


                                                                                  D I S P L AY S

hires best-of-breed                                            C R E AT I V E
                                                               SERVICES



firms to help develop     IDENTITY



                                                                                                                          RESEARCH
                                                DIRECT

and steward the brand.                         RESPONSE
                                                                                       A DV E RT I S I N G




                           ANNUAL
                          REPORTS



                                                                                                        SUPPLIERS



                                     EVENTS

                                                                BRAND AGENCY                                               PROMOTIONS



                         NAMING
                                                                                                        BRAND
                                                                                                     S T R AT E G Y




                                                                                                                PA C K A G I N G
                                              P U B L I C AT I O N S


                                                                                PRODUCT
                               WEB                                              DESIGN
                             DESIGN




                                                                                                               PUBLIC
                                                                                                             R E L AT I O N S
                                                              EXHIBITS

    C O M PA N Y
BRAND AGENCY SCORECARD




Choice of teams          Little ownership of brand
Promise of consistency




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The INTEGRATED MARKETING TEAM
is managed internally with open
collaboration among                                                       C R E AT I V E
                                                                          S E RV I C E S
                                                                                           A DV E RT I S I N G




best-of-breed specialists.
                                                                                                                 RESEARCH
                                                  DIRECT
                                                 RESPONSE




                                       ANNUAL                                                                                         IDENTITY
                                       REPORTS




                      EVENTS
                                                                                                                                                         POP
                                                                                                                                                     D I S P L AY S




                   EXHIBITS

                                                                                     C O M PA N Y                                                         SUPPLIERS




                      PUBLIC
                    R E L AT I O N S
                                                                                                                                                PROMOTIONS




                                         WEB
                                        DESIGN
                                                                                                                                  PA C K A G I N G




                                                                                                                    BRAND
                                                 P U B L I C AT I O N S                                          S T R AT E G Y


                                                                                NAMING           PRODUCT
                                                                                                   DESIGN




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INTEGRATED MARKETING TEAM SCORECARD




Choice of teams          Difficult to manage
Promise of consistency
Ownership of brand




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IN REALITY, COLLABORATIVE
                 NETWORKS AREN’T THAT SIMPLE.




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and
                 that’s OK.
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Collaborative networks are not new.




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A successful model has existed for years.

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Like building a cathedral,
making a movie takes
hundreds of collaborators.




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JOEL DARTMOUTH
                                   Smoocher Boy      KELLY MARIN
                                      Agent Sims     TREVOR CARMICHAEL
                                 Agent Townsend      JOHN T. LANDON
                                    Agent Kruzic     SHARON BONDLY
                                            Dijon    PAUL DERAIN
                                     Jean-Michel     JACQUES SOUVERAIN
                                          Keynes     MICHAEL BRAND
                                           Corelli   STEVEN GOLDSTEIN
                                        Johnston     TRENT LOCKART
                                            Billie   JACKSON BARNES
                                          Guards     JOSEPH AKIO
                                                      TERENCE BRADLEY
                                                     MO DERENI
                                                     ROBERT UNDERHILL
                                                     KEN SILVER
                                           Librarian HILARY PROPRIATO
                                       Field Officer MICHAEL O. KELL
                                         Bus Driver HECTOR ABONDAS
                                        Night Guard NORMAN BRIER
                                         Meter Maid STACY BRECKSTEIN
                                    First Detective JOE KALEY
                                 Second Detective BRIAN BELSEN
                                           Beat Cop ABRAHAM LENDER
                                       Parking Cop T. T. MCBRIDE
                                   Helicopter Pilot VAN DERICKE
                                      First Old Man JOHN R. CARLSON
                                   Second Old Man VICTOR AMOS
                                      Tax Collector SEAN O' KENNA
                                 Stunt Coordinator JEFFREY ROCKEN
                       Assistant Stunt Coordinator DARREL TOM

                                     Stunt DoublesCarlos
                                                   GEOFF WRIGHT
                                                  MARK CONTADINA
                                         Mariana SUE SKENNIAN
                                             Ajax CHARLIE MARQUETTE
                                     Sgt. Santos VICTOR BANERAS
                                           Carter F. C. CAMERON
                                   Smoocher Boy TELLIE PANOPOULIS
                                     Agent Sims MARTIN AIRES
                                 Agent Townsend STEFAN C. KAISER
                                            Dijon BILL MOORE

                                                Stunts
                 STEVE ADRIAN              BENJAMIN BARKELEY           TONY BEAUJOLAIS
                 BOB CARTER                GORDON COLERIDGE            IVAN DEVERSON
                 MICKEY DISANTIS           JILLIAN DRUCKER             JOE EVANS
                 MIKE FLANAGAN             BILL GEORGE                 JULIA HARRISON
                 GEOFF IPSWICH             MICHAEL KANTER              KENNETH KITTRIDGE
                 BARRIE LAWRENCE           TERRY LEVINSON              TED MARSTEN
                 JACKIE MACDOUGAL          GREG NEVILSON               BOB OSBORNE
                 JAMES PETRICKE            PETE POLSON                 RAY TELSON
                 MARY STAUFFACHER          FREDDIE STEEN               CAB UPTON
                 CORNELIA THERRIEN         JEREMY TRICKETT             PETER YOUNG
                 RAUL VALERIA              RONALD DEAVER-WEBB          ROBERT G. RUNYAN

                                       Hong Kong Kung Fu Team
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                                 YUAN Tiger CHU      CHEN Dragon SEN
Manners and Modes Supervisor FRANCIE MAS
                             Storyboard Artists CAREN THOMASON
                                                  MIGUEL TRASERO
                                                  FRANCES CHU
                                                  PEDRO BOGANILLO
                    Art Department Researcher NUALA CORIAN
                   Art Department Coordinator TRACY COLLISTON
                          Conceptual Designer SERGIO MOLO
                                        Graphics BENJAMIN HIRASUNA
                                      Illustrator STEPHANIE RAND
                                  Set Designers GERI DEMONDE
                                                  STELLAN GRETZKE
                                                  MADELINE BARR
                                                  LANCE DUNSTABLE
                                                  MARCO DIPAOLO
                                                  DEN MCENERY
                                 Set Decorators LISA BARHAM
                                                  DRU LEE MANNING
                                                  CARRIE DUNE
                              Script Supervisor MARIE BELLEAU
                              Camera Operator PAUL POLITO
                           Steadycam Operator ROCK HANDLER
                          1st Assistant Camera GORDON ALBRIGHT
                         2nd Assistant Camera CRIS MORTEN
                            Still Photographer BARRIE M. HORST
                               Sound Recordist JACOB TREIB
                               Boom Operators HORACE STEIN
                                                  THOM CARRABINE
                                 Video Operator ART KELLEHER
                                                  LUCIANO PROPRIO
                                            Props DAVID BELL
                                Property Master ZUZU MANHEIM
                                                  KAREN CAROLUS
                                                  J. D. WHEATLY
                   Action Vehicle Coordinators WILLIAM TREVANT
                                           Gaffer STU JEFFERSON
                                        Best Boy JOSH KNIPPLE
                                 Rigged Gaffers COLIN FARRINGDON
                                                  PETER STANISLOV
                                                  KIT GOINES
                                                  BENNIE JAMESON
                                                  RICK DEMIS
                                                  STANLEY FREY
                                                  G. G. NEWMAN
                                         Key Grip DAVID WEINBERG
                                       Head Grip RICKY MONROE
                                     Dolly Grips WILLI STRASBURG
                                                  STAN BENTON
                                                  CHARLES CRIVORN
                                                  NORM LOFGREN
                                                  VIC DOLAN
                                                  GIORGIO VIVATO
                                    Rigging Grip TEL STEPHENOPOLIS
                                Make-up Artists TRINI GONZALEZ
                                                  MARCI STEIN
                                                  BELINDA MCNAIR
                                                  CARI DUNN
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                                                  MICHELLE TONAS
                                                  ROBERTO BELLINI
Dig Composite Supv      TIM CURRIE
                                                    DONALD VERES
                             Digital Compositors    DAVID HUSSEIN
                                                    BRIDGET QUESTED
                             Background Artists     FRANCESCA ROTI
                                                    GREG STONE
                             CGI Lead Animators     WILL SUTTON
                                                    INGE JOHANSSON
                                  CGI Animators     DREW CRAIN
                                                    URSULA BIERSCH


                                         VISUAL LOGIC, LLC
                                 VFX Supervisor     JARED BAGMAN
                                    Programmer      KAROL CONST
                                  System Admin      RANDY HARDWICK
                              Production Admin      MAL GERICKE
                                Production Aide     CASS MONAHAN
                                       Producer     PATRICE ARNEM
                                 Scene Graphics     PEDRO CARILLO
                                CGI Artist Coord    SANDY PRIESTLY
                                     CGI Artists    JOHN LANGORF
                                                    BRENDA CALE
                                    CGI Designer    MARK THOMAS
                                                    KYLE M. SULLIVAN
                                    Compositors     PATRICK MAHONEY
                                                    STAV PROMIDES
                                                    MARGRIET BILL
                                                    TANIA SHAUB
                                                    BENNET JURIAN
                                  I/O Supervisor    CHUCK TRALIK
                         Assorted Visual Effects    PENNY GARCIA
                                      Color Toner   GRAYSON TRUE
                                 Negative Cutter    SLIM DELGADO
                              Titles Designed by    BATOUTAHELL, INC
                                      Opticals by   PACIFIC DREAMS, LLC
                          Soundtrack Album on       ARTISTIC RECORDS, INC.
                 Microscopic Cinematography by      JAY FLAMMER




                            `The Producers Wish to Thank the Following
                                              NASA
                                        CITY OF NEW YORK
                                 THE MARITIME CENTER OF SYDNEY
                                       LOS ANGELES POLICE
                                    THE CITY OF BEND, OREGON
                                        SULTAN OF BRUNEI

                                       Filmed on Location in
                                           CAPE KENNEDY
                                           NEW YORK CITY
                                        SYDNEY, AUSTRALIA
                                     LOS ANGELES, CALIFORNIA
                                           BEND, OREGON

                            Filmed with OMNIVISON Cameras and Lenses
NEUTRONLLC.COM                       Color by COLORLAB, INC.

                                      Prints by VISTACHROME
IN THE 1990s,




CREATIVE COLLABORATION SPREAD TO BRAND-BUILDING.




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EXAMPLE:

The Netscape brand was built
on the Hollywood model.




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MYTH:




                 Wide experience
                 leads to deep insights.




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FACT:

                 Deep insights come
                 from deep experience.



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WHY?




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Because
                                the mathematics of collaboration
                 is nothing less than



                           MAGIC.


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DISCIPLINE 3: INNOVATE




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Execution—
                 not strategy—is where the rubber meets the road.




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CREATIVITY IS WHAT GIVES BRANDS THEIR TRACTION IN THE MARKETPLACE.




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Why do companies have so much trouble with creativity?




Because creativity is right-brained,
                            and strategy is left-brained.




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A       B      C     D




                     STRATEGIC THINKING




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V                   Z



                         D




                              Q




                     CREATIVE THINKING




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THE REASON THE BEATLES WERE WILDLY SUCCESSFUL
    IS BECAUSE “THEY NEVER DID THE SAME THING ONCE.”




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QUESTION:




             How do you know when an idea is innovative?




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ANSWER:                                   NEUTRONLLC.COM




          WHEN IT SCARES THE HELL OUT OF EVERYBODY.
TOO PREDICTABLE     =   NO SURPRISE

                 NO SURPRISE   =   NOTHING NEW

                 NOTHING NEW   =   NO VALUE




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To begin with,

the brand needs a         stand-out name.




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The seven criteria of a stand-out name:

                 1 DISTINCTIVENESS


                 2 BREVITY


                 3 APPROPRIATENESS


                 4 EASY SPELLING AND PRONUNCIATION


                 5 LIKABILITY


                 6 EXTENDABILITY


NEUTRONLLC.COM   7 PROTECTABILITY
A GREAT          NAME   deserves GREAT   GRAPHICS .




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NEWS             LOGOS ARE DEAD. LONG LIVE ICONS AND AVATARS!




FLASH!
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An ICON is a name and visual symbol
                 that suggests a market position.




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EXAMPLE:




                 CBS. The network for “eye-popping” television.



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An AVATAR is a brand icon that
                 can move, change, and operate
                 freely in various media.




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EXAMPLE:




CINGULAR : The “self-expression” cellular service.




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For products that sell at retail,




the package
NEUTRONLLC.COM   is often the best and last chance to make a sale.
The hardest-working packages follow
a natural reading sequence.

                 THE SHOPPER :

                 1   Notices the package

                 2   Asks “What is it?”

                 3   Wonders “Why should I care?”

                 4   Wants to be persuaded

                 5   Needs proof


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By presenting information
to match this sequence,
a package can sell the
product more effectively.




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If you communicate with your customers
ONLINE , your website needs to follow
a SIMILAR reading sequence, one that
supplies users with ONLY the information
they need, instead of trying to squeeze
EVERYTHING onto the home page
LIKE THIS and making your users do
ALL the work, which will undoubtedly
cause them to LEAVE, when all you
really have to do is ask yourself this
SIMPLE QUESTION :                 NEUTRONLLC.COM
NEUTRONLLC.COM




Does our website look




fat                     in this dress?
Too many websites are bloated with irrelevant information.




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WHY?




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1 TURFISMO
                  (Every department wants to be on the home page)




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2 FEATURITIS
                  (Inexperienced communicators believe more is better)




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3 TECHNOPHOBIA
                  (Experienced communicators resist new media)




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QUIZ:
                 Which of these sites looks easier to use?




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DISCIPLINE 4: VALIDATE




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VALIDATION means bringing the
                 audience into the creative process.




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SENDER
                  SENDER        MESSAGE
                                MESSAGE       RECEIVER
                                              RECEIVER




             THE OLD COMMUNICATION MODEL WAS A MONOLOGUE.




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SENDER
                    SENDER         MESSAGE
                                   MESSAGE        RECEIVER
                                                  RECEIVER




                 THE NEW COMMUNICATION MODEL IS A DIALOGUE.




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QUESTION:




                 How can you test your most creative ideas
                 BEFORE they get to market?




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HINT:            NEUTRONLLC.COM




Not with large
quantitative studies
or focus groups.
QUANTITATIVE STUDIES BURY THE PROBLEM IN HEAPS OF UNHELPFUL DATA.




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FOCUS GROUPS WERE INVENTED TO FOCUS
                  THE RESEARCH, NOT BE THE RESEARCH.




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THE BEST TESTS ARE


CHEAP,
    QUICK,       AND
                       DIRTY.
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Better a rough answer to the right question
than a detailed answer to the wrong question.




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If the names and graphics of two trademarks are
better when swapped, then neither is optimal.
EXISTING TRADEMARKS




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WITH NAMES SWAPPED




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CHEAP-QUICK-DIRTY TEST 2:


           The HAND TEST is a proof for a distinctive voice.




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If you can’t tell who’s talking when the trademark
                 is covered, then the brand’s voice is not distinctive.




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CHEAP-QUICK-DIRTY TEST 3:


                 The FIELD TEST is a proof for any concept
                         that can be prototyped.




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If your audience can’t verbalize your concept,
                 you’ve failed to communicate it.


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SHOPPERS CHARACTERIZED
                      THE PACKAGE CONCEPT
                 ON THE MIDDLE-RIGHT SHELF
                        AS “A FASTER PENCIL.”



                                      BINGO.




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Field tests measure five things:




                   1 DISTINCTIVENESS


                    2 RELEVANCE


                    3 MEMORABILITY


                   4 EXTENDABILITY


                    5 DEPTH OF MEANING



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TESTING MIGHT HAVE SAVED SOME OF THESE COMPANIES FROM THE GREAT SWOOSH EPIDEMIC.
HAS THE GLOBE BECOME THE NEW SWOOSH?




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DISCIPLINE 5: CULTIVATE




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Business is a process, not an entity.




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A living brand is a pattern of behavior,
not a stylistic veneer.


NEUTRONLLC.COM
Brands are like people.




NEUTRONLLC.COM
C.                     D.                      E.




    IF PEOPLE CAN CHANGE THEIR CLOTHES WITHOUT CHANGING THEIR CHARACTERS…




NEUTRONLLC.COM
WHY CAN’T BRANDS?




NEUTRONLLC.COM
NEUTRONLLC.COM
NEUTRONLLC.COM
IF A BRAND LOOKS LIKE A DUCK AND SWIMS
                    LIKE A DOG, PEOPLE WILL DISTRUST IT.




NEUTRONLLC.COM
So let’s say you’ve




                 DIFFERENTIATED,
                 COLLABORATED,
                 INNOVATED,
                 AND VALIDATED.
NEUTRONLLC.COM
+

                 YOU’VE ADDED THE LEFT BRAIN TO THE RIGHT BRAIN.




NEUTRONLLC.COM
NEUTRONLLC.COM
+ +

                 YOU’VE USED TESTING TO BANISH THE FEAR OF STUPID.




NEUTRONLLC.COM
Your brand is now NUMBER ONE in its category.




NEUTRONLLC.COM
What’s your next move?




NEUTRONLLC.COM
PASS OUT THE COMPASSES.




NEUTRONLLC.COM
What’s a compass?

NEUTRONLLC.COM
A continuing brand education program.




NEUTRONLLC.COM
NEUTRONLLC.COM
NEUTRONLLC.COM
The more

      D I S T R I B U T E D
                                           a brand becomes,




the stronger its management needs to be.




NEUTRONLLC.COM
What your company needs is a CBO,
or CHIEF BRANDING OFFICER .




NEUTRONLLC.COM
THE CBO FORMS A HUMAN BRIDGE BETWEEN LOGIC AND MAGIC, STRATEGY AND DESIGN.




NEUTRONLLC.COM
C U LT I V AT I O N                        D I F F E R E N T I AT I O N




                 V A L I D AT I O N                                        C O L L A B O R AT I O N




                                             I N N O V AT I O N




       BY MASTERING THE FIVE DISCIPLINES OF BRANDING, THE COMPANY CREATES A VIRTUOUS CIRCLE.




NEUTRONLLC.COM
WITH EVERY TURN AROUND THE CIRCLE, THE VALUE OF THE BRAND SPIRALS HIGHER.




NEUTRONLLC.COM
YOU BUILD




NEUTRONLLC.COM
A sustainable competitive advantage.




NEUTRONLLC.COM
ABOUT THE AUTHOR

      Marty Neumeier is president of a San Francisco-based
  brand consultancy, Neutron LLC. Neutron supplies the “glue”
that holds brands together: brand education programs, seminars,
     workshops, creative audits, process planning, and more.

                   Visit www.neutronllc.com.
Need books for your branding team?

  Bulk discounts on the THE BRAND GAP are
available for educational and corporate groups.
 Contact BECKY.MORGAN@PEACHPIT.COM.




                  NEUTRONLLC.COM

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The Brand Gap

  • 1. HOW TO BRIDGE THE DISTANCE BETWEEN BUSINESS STRATEGY AND DESIGN
  • 2. A VISUAL PRESENTATION BY MARTY NEUMEIER NEUTRONLLC.COM
  • 3. Produced by NEUTRON LLC in partnership with NEW RIDERS PUBLISHING and THE AMERICAN INSTITUTE OF GRAPHIC ARTS Copyright © 2003 Neutron LLC. For educational use only. No part of this presentation may be published, sold, or otherwise used for profit without the written permission of the author.
  • 4. WHAT YOU’LL LEARN: 1 A modern definition of brand 2 The five disciplines of brand-building NEUTRONLLC.COM
  • 6. LET’S START BY DISPELLING SOME MYTHS. NEUTRONLLC.COM
  • 7. FIRST A brand is not a logo. NEUTRONLLC.COM
  • 9. SECOND A brand is not an identity. NEUTRONLLC.COM
  • 11. FINALLY A brand is not a product. NEUTRONLLC.COM
  • 13. So what exactly is a brand? NEUTRONLLC.COM
  • 14. A BRAND IS A PERSON’S GUT FEELING ABOUT A PRODUCT, SERVICE, OR ORGANIZATION. NEUTRONLLC.COM
  • 17. IT’S NOT WHAT YOU SAY IT IS. NEUTRONLLC.COM
  • 18. IT’S WHAT THEY SAY IT IS. NEUTRONLLC.COM
  • 19. WHY IS BRANDING SO HOT? 1 People have too many choices and too little time 2 Most offerings have similar quality and features 3 We tend to base our buying choices on trust NEUTRONLLC.COM
  • 20. THERE ARE 1,349 CAMERAS ON THE MARKET. HOW DO YOU DECIDE WHICH ONE TO BUY? NEUTRONLLC.COM
  • 23. $ Does a brand have a dollar value? NEUTRONLLC.COM
  • 25. 5 ways to measure brand value: 1 PRICE PREMIUM 2 CUSTOMER PREFERENCE 3 REPLACEMENT COST 4 STOCK PRICE 5 FUTURE EARNINGS NEUTRONLLC.COM
  • 26. THIS SELECTION FROM INTERBRAND’S TOP 100 LIST SHOWS WHY BRANDS ARE WORTH PROTECTING: 2001 % CHANGE BRAND VALUE BRAND BRAND VALUE BRAND VS. AS % OF NAME ($MM) PREVIOUS YEAR MARKET CAP COCA-COLA 68,945 -5% 61% MICROSOFT 65,068 -7% 17% IBM 52,752 -1% 27% FORD 30,092 -17% 66% MERCEDES 21,728 +3% 48% HONDA 14,638 -4% 33% BMW 13,858 +7% 62% KODAK 10,801 -9% 82% GAP 8,746 -6% 35% NIKE 7,589 -5% 66% PEPSI 6,214 -6% 9% XEROX 6,019 -38% 93% APPLE 5,464 -17% 66% STARBUCKS 1,757 +32% 21% NEUTRONLLC.COM
  • 27. COKE’S MARKET CAP, INCLUDING BRAND VALUE: $120 BILLION WITHOUT THE BRAND, COKE’S GLASS WOULD BE HALF EMPTY. COKE’S MARKET CAP, NOT INCLUDING BRAND VALUE: $50 BILLION NEUTRONLLC.COM
  • 28. The main purpose of branding is to get more people to buy more stuff for more years at a higher price. NEUTRONLLC.COM
  • 29. B S = BANG NEUTRONLLC.COM b SUCCESS BUCK
  • 30. Brand Business NEUTRONLLC.COM
  • 31. PREDICTION BRAND WILL BECOME THE MOST POWERFUL STRATEGIC TOOL SINCE THE SPREADSHEET. NEUTRONLLC.COM
  • 32. PROBLEM In most companies, STRATEGY is separated from CREATIVITY by a wide gap. NEUTRONLLC.COM
  • 33. STRATEGIC THINKERS CREATIVE THINKERS Analytical Intuitive Logical Emotional Linear Spatial Numerical Visual Verbal Physical NEUTRONLLC.COM
  • 34. DOES THE LEFT BRAIN KNOW WHAT THE RIGHT BRAIN IS DOING? NEUTRONLLC.COM
  • 35. When both sides work together, you can build a charismatic brand. NEUTRONLLC.COM
  • 36. A CHARISMATIC BRAND is any product, service, or organization for which people believe there’s no substitute. NEUTRONLLC.COM
  • 37. QUIZ : NEUTRONLLC.COM Which of these brands are charismatic? AMAZON HITACHI OXO GOODGRIPS APPLE HOME DEPOT PEPSI-COLA BURGER KING IKEA PRELL COLDWATER CREEK KMART RCA DASANI KRISPY KREME REEBOK DISNEY LEVI’S RUBBERMAID DK BOOKS LONGS DRUGS SAFEWAY EVEREADY MACY’S SAMSUNG FORD MINI COOPER SEARS GENERAL ELECTRIC NEWSWEEK SOUTHWEST AIRLINES GOOGLE NISSAN UNITED ARTISTS HANES NORDSTROM VIRGIN
  • 38. QUIZ : NEUTRONLLC.COM Which of these brands are charismatic? AMAZON HITACHI OXO GOODGRIPS APPLE HOME DEPOT PEPSI-COLA BURGER KING IKEA PRELL COLDWATER CREEK KMART RCA DASANI KRISPY KREME REEBOK DISNEY LEVI’S RUBBERMAID DK BOOKS LONGS DRUGS SAFEWAY EVEREADY MACY’S SAMSUNG FORD MINI COOPER SEARS GENERAL ELECTRIC NEWSWEEK SOUTHWEST AIRLINES GOOGLE NISSAN UNITED ARTISTS HANES NORDSTROM VIRGIN
  • 39. Any brand can be charismatic. NEUTRONLLC.COM
  • 41. But first, you have to master the FIVE DISCIPLINES OF BRAND-BUILDING . NEUTRONLLC.COM
  • 44. WE’RE HARDWIRED TO NOTICE ONLY WHAT’S DIFFERENT. NEUTRONLLC.COM
  • 46. FEATURES BENEFITS EXPERIENCE IDENTIFICATION “What it is” “What it does” “What you feel” “Who you are” 1900 1925 1950 2000 Marketing today is about creating tribes. NEUTRONLLC.COM
  • 47. People join different tribes for different activities. DRIVING VOLKSWAGEN READING AMAZON COMPUTING DELL SPORTS NIKE COOKING WILLIAMS-SONOMA BANKING CITIBANK TRAVEL ORBITZ NEUTRONLLC.COM
  • 48. ON SUNDAYS THEY WORSHIP HARLEY, GOD OF THE OPEN ROAD. NEUTRONLLC.COM
  • 49. NEUTRONLLC.COM The three most important words in differentiating your brand:
  • 50. 1 FOCUS NEUTRONLLC.COM
  • 51. 2 FOCUS NEUTRONLLC.COM
  • 52. 3 FOCUS NEUTRONLLC.COM
  • 53. IS THIS HOW YOUR CUSTOMERS SEE YOU? NEUTRONLLC.COM
  • 54. THE FOCUS TEST: 1 Who are you? 2 What do you do? 3 Why does it matter? NEUTRONLLC.COM
  • 55. Unless you have compelling answers to these questions, you need more focus. NEUTRONLLC.COM
  • 56. NEUTRONLLC.COM The most common reason for loss of focus is ILL-CONSIDERED BRAND EXTENSIONS.
  • 57. EXAMPLE: FOCUSED PORSCHE = SPORTS CARS UNFOCUSED PORSCHE = SPORTS CARS + SUVS NEUTRONLLC.COM
  • 59. NEUTRONLLC.COM EXAMPLE: THE GOOD GRIPS BRAND HAS GROWN STRONGER WITH EVERY BRAND EXTENSION.
  • 61. LIKE BUILDING A CATHEDRAL, BUILDING A BRAND IS A COLLABORATIVE PROJECT. NEUTRONLLC.COM
  • 62. NEUTRONLLC.COM It takes a village to build a brand.
  • 63. THERE ARE THREE BASIC MODELS FOR ORGANIZING BRAND COLLABORATION: NEUTRONLLC.COM
  • 64. The ONE-STOP SHOP NEUTRONLLC.COM contains the resources C R E AT I V E SERVICES A DV E RT I S I N G to develop and DIRECT RESPONSE steward the brand. RESEARCH POP D I S P L AY S EXHIBITS PUBLIC IDENTITY R E L AT I O N S SUPPLIERS EVENTS PRODUCT DESIGN PROMOTIONS P U B L I C AT I O N S BRAND ST R AT E G Y WEB DESIGN NAMING PA C K A G I N G ANNUAL REPORTS C O M PA N Y
  • 65. ONE-STOP SHOP SCORECARD Easy to manage Little choice of teams Promise of consistency Little ownership of brand NEUTRONLLC.COM
  • 66. The BRAND AGENCY POP NEUTRONLLC.COM D I S P L AY S hires best-of-breed C R E AT I V E SERVICES firms to help develop IDENTITY RESEARCH DIRECT and steward the brand. RESPONSE A DV E RT I S I N G ANNUAL REPORTS SUPPLIERS EVENTS BRAND AGENCY PROMOTIONS NAMING BRAND S T R AT E G Y PA C K A G I N G P U B L I C AT I O N S PRODUCT WEB DESIGN DESIGN PUBLIC R E L AT I O N S EXHIBITS C O M PA N Y
  • 67. BRAND AGENCY SCORECARD Choice of teams Little ownership of brand Promise of consistency NEUTRONLLC.COM
  • 68. The INTEGRATED MARKETING TEAM is managed internally with open collaboration among C R E AT I V E S E RV I C E S A DV E RT I S I N G best-of-breed specialists. RESEARCH DIRECT RESPONSE ANNUAL IDENTITY REPORTS EVENTS POP D I S P L AY S EXHIBITS C O M PA N Y SUPPLIERS PUBLIC R E L AT I O N S PROMOTIONS WEB DESIGN PA C K A G I N G BRAND P U B L I C AT I O N S S T R AT E G Y NAMING PRODUCT DESIGN NEUTRONLLC.COM
  • 69. INTEGRATED MARKETING TEAM SCORECARD Choice of teams Difficult to manage Promise of consistency Ownership of brand NEUTRONLLC.COM
  • 70. IN REALITY, COLLABORATIVE NETWORKS AREN’T THAT SIMPLE. NEUTRONLLC.COM
  • 71. and that’s OK. NEUTRONLLC.COM
  • 72. Collaborative networks are not new. NEUTRONLLC.COM
  • 73. A successful model has existed for years. NEUTRONLLC.COM
  • 75. Like building a cathedral, making a movie takes hundreds of collaborators. NEUTRONLLC.COM
  • 76. JOEL DARTMOUTH Smoocher Boy KELLY MARIN Agent Sims TREVOR CARMICHAEL Agent Townsend JOHN T. LANDON Agent Kruzic SHARON BONDLY Dijon PAUL DERAIN Jean-Michel JACQUES SOUVERAIN Keynes MICHAEL BRAND Corelli STEVEN GOLDSTEIN Johnston TRENT LOCKART Billie JACKSON BARNES Guards JOSEPH AKIO TERENCE BRADLEY MO DERENI ROBERT UNDERHILL KEN SILVER Librarian HILARY PROPRIATO Field Officer MICHAEL O. KELL Bus Driver HECTOR ABONDAS Night Guard NORMAN BRIER Meter Maid STACY BRECKSTEIN First Detective JOE KALEY Second Detective BRIAN BELSEN Beat Cop ABRAHAM LENDER Parking Cop T. T. MCBRIDE Helicopter Pilot VAN DERICKE First Old Man JOHN R. CARLSON Second Old Man VICTOR AMOS Tax Collector SEAN O' KENNA Stunt Coordinator JEFFREY ROCKEN Assistant Stunt Coordinator DARREL TOM Stunt DoublesCarlos GEOFF WRIGHT MARK CONTADINA Mariana SUE SKENNIAN Ajax CHARLIE MARQUETTE Sgt. Santos VICTOR BANERAS Carter F. C. CAMERON Smoocher Boy TELLIE PANOPOULIS Agent Sims MARTIN AIRES Agent Townsend STEFAN C. KAISER Dijon BILL MOORE Stunts STEVE ADRIAN BENJAMIN BARKELEY TONY BEAUJOLAIS BOB CARTER GORDON COLERIDGE IVAN DEVERSON MICKEY DISANTIS JILLIAN DRUCKER JOE EVANS MIKE FLANAGAN BILL GEORGE JULIA HARRISON GEOFF IPSWICH MICHAEL KANTER KENNETH KITTRIDGE BARRIE LAWRENCE TERRY LEVINSON TED MARSTEN JACKIE MACDOUGAL GREG NEVILSON BOB OSBORNE JAMES PETRICKE PETE POLSON RAY TELSON MARY STAUFFACHER FREDDIE STEEN CAB UPTON CORNELIA THERRIEN JEREMY TRICKETT PETER YOUNG RAUL VALERIA RONALD DEAVER-WEBB ROBERT G. RUNYAN Hong Kong Kung Fu Team NEUTRONLLC.COM YUAN Tiger CHU CHEN Dragon SEN
  • 77. Manners and Modes Supervisor FRANCIE MAS Storyboard Artists CAREN THOMASON MIGUEL TRASERO FRANCES CHU PEDRO BOGANILLO Art Department Researcher NUALA CORIAN Art Department Coordinator TRACY COLLISTON Conceptual Designer SERGIO MOLO Graphics BENJAMIN HIRASUNA Illustrator STEPHANIE RAND Set Designers GERI DEMONDE STELLAN GRETZKE MADELINE BARR LANCE DUNSTABLE MARCO DIPAOLO DEN MCENERY Set Decorators LISA BARHAM DRU LEE MANNING CARRIE DUNE Script Supervisor MARIE BELLEAU Camera Operator PAUL POLITO Steadycam Operator ROCK HANDLER 1st Assistant Camera GORDON ALBRIGHT 2nd Assistant Camera CRIS MORTEN Still Photographer BARRIE M. HORST Sound Recordist JACOB TREIB Boom Operators HORACE STEIN THOM CARRABINE Video Operator ART KELLEHER LUCIANO PROPRIO Props DAVID BELL Property Master ZUZU MANHEIM KAREN CAROLUS J. D. WHEATLY Action Vehicle Coordinators WILLIAM TREVANT Gaffer STU JEFFERSON Best Boy JOSH KNIPPLE Rigged Gaffers COLIN FARRINGDON PETER STANISLOV KIT GOINES BENNIE JAMESON RICK DEMIS STANLEY FREY G. G. NEWMAN Key Grip DAVID WEINBERG Head Grip RICKY MONROE Dolly Grips WILLI STRASBURG STAN BENTON CHARLES CRIVORN NORM LOFGREN VIC DOLAN GIORGIO VIVATO Rigging Grip TEL STEPHENOPOLIS Make-up Artists TRINI GONZALEZ MARCI STEIN BELINDA MCNAIR CARI DUNN NEUTRONLLC.COM MICHELLE TONAS ROBERTO BELLINI
  • 78. Dig Composite Supv TIM CURRIE DONALD VERES Digital Compositors DAVID HUSSEIN BRIDGET QUESTED Background Artists FRANCESCA ROTI GREG STONE CGI Lead Animators WILL SUTTON INGE JOHANSSON CGI Animators DREW CRAIN URSULA BIERSCH VISUAL LOGIC, LLC VFX Supervisor JARED BAGMAN Programmer KAROL CONST System Admin RANDY HARDWICK Production Admin MAL GERICKE Production Aide CASS MONAHAN Producer PATRICE ARNEM Scene Graphics PEDRO CARILLO CGI Artist Coord SANDY PRIESTLY CGI Artists JOHN LANGORF BRENDA CALE CGI Designer MARK THOMAS KYLE M. SULLIVAN Compositors PATRICK MAHONEY STAV PROMIDES MARGRIET BILL TANIA SHAUB BENNET JURIAN I/O Supervisor CHUCK TRALIK Assorted Visual Effects PENNY GARCIA Color Toner GRAYSON TRUE Negative Cutter SLIM DELGADO Titles Designed by BATOUTAHELL, INC Opticals by PACIFIC DREAMS, LLC Soundtrack Album on ARTISTIC RECORDS, INC. Microscopic Cinematography by JAY FLAMMER `The Producers Wish to Thank the Following NASA CITY OF NEW YORK THE MARITIME CENTER OF SYDNEY LOS ANGELES POLICE THE CITY OF BEND, OREGON SULTAN OF BRUNEI Filmed on Location in CAPE KENNEDY NEW YORK CITY SYDNEY, AUSTRALIA LOS ANGELES, CALIFORNIA BEND, OREGON Filmed with OMNIVISON Cameras and Lenses NEUTRONLLC.COM Color by COLORLAB, INC. Prints by VISTACHROME
  • 79. IN THE 1990s, CREATIVE COLLABORATION SPREAD TO BRAND-BUILDING. NEUTRONLLC.COM
  • 80. EXAMPLE: The Netscape brand was built on the Hollywood model. NEUTRONLLC.COM
  • 81. MYTH: Wide experience leads to deep insights. NEUTRONLLC.COM
  • 82. FACT: Deep insights come from deep experience. NEUTRONLLC.COM
  • 86. Because the mathematics of collaboration is nothing less than MAGIC. NEUTRONLLC.COM
  • 88. Execution— not strategy—is where the rubber meets the road. NEUTRONLLC.COM
  • 89. CREATIVITY IS WHAT GIVES BRANDS THEIR TRACTION IN THE MARKETPLACE. NEUTRONLLC.COM
  • 90. Why do companies have so much trouble with creativity? Because creativity is right-brained, and strategy is left-brained. NEUTRONLLC.COM
  • 91. A B C D STRATEGIC THINKING NEUTRONLLC.COM
  • 92. V Z D Q CREATIVE THINKING NEUTRONLLC.COM
  • 94. THE REASON THE BEATLES WERE WILDLY SUCCESSFUL IS BECAUSE “THEY NEVER DID THE SAME THING ONCE.” NEUTRONLLC.COM
  • 95. QUESTION: How do you know when an idea is innovative? NEUTRONLLC.COM
  • 96. ANSWER: NEUTRONLLC.COM WHEN IT SCARES THE HELL OUT OF EVERYBODY.
  • 97. TOO PREDICTABLE = NO SURPRISE NO SURPRISE = NOTHING NEW NOTHING NEW = NO VALUE NEUTRONLLC.COM
  • 98. To begin with, the brand needs a stand-out name. NEUTRONLLC.COM
  • 99. The seven criteria of a stand-out name: 1 DISTINCTIVENESS 2 BREVITY 3 APPROPRIATENESS 4 EASY SPELLING AND PRONUNCIATION 5 LIKABILITY 6 EXTENDABILITY NEUTRONLLC.COM 7 PROTECTABILITY
  • 100. A GREAT NAME deserves GREAT GRAPHICS . NEUTRONLLC.COM
  • 101. NEWS LOGOS ARE DEAD. LONG LIVE ICONS AND AVATARS! FLASH! NEUTRONLLC.COM
  • 102. An ICON is a name and visual symbol that suggests a market position. NEUTRONLLC.COM
  • 103. EXAMPLE: CBS. The network for “eye-popping” television. NEUTRONLLC.COM
  • 104. An AVATAR is a brand icon that can move, change, and operate freely in various media. NEUTRONLLC.COM
  • 105. EXAMPLE: CINGULAR : The “self-expression” cellular service. NEUTRONLLC.COM
  • 106. For products that sell at retail, the package NEUTRONLLC.COM is often the best and last chance to make a sale.
  • 107. The hardest-working packages follow a natural reading sequence. THE SHOPPER : 1 Notices the package 2 Asks “What is it?” 3 Wonders “Why should I care?” 4 Wants to be persuaded 5 Needs proof NEUTRONLLC.COM
  • 108. By presenting information to match this sequence, a package can sell the product more effectively. NEUTRONLLC.COM
  • 109. If you communicate with your customers ONLINE , your website needs to follow a SIMILAR reading sequence, one that supplies users with ONLY the information they need, instead of trying to squeeze EVERYTHING onto the home page LIKE THIS and making your users do ALL the work, which will undoubtedly cause them to LEAVE, when all you really have to do is ask yourself this SIMPLE QUESTION : NEUTRONLLC.COM
  • 110. NEUTRONLLC.COM Does our website look fat in this dress?
  • 111. Too many websites are bloated with irrelevant information. NEUTRONLLC.COM
  • 113. 1 TURFISMO (Every department wants to be on the home page) NEUTRONLLC.COM
  • 114. 2 FEATURITIS (Inexperienced communicators believe more is better) NEUTRONLLC.COM
  • 115. 3 TECHNOPHOBIA (Experienced communicators resist new media) NEUTRONLLC.COM
  • 116. QUIZ: Which of these sites looks easier to use? NEUTRONLLC.COM
  • 120. VALIDATION means bringing the audience into the creative process. NEUTRONLLC.COM
  • 121. SENDER SENDER MESSAGE MESSAGE RECEIVER RECEIVER THE OLD COMMUNICATION MODEL WAS A MONOLOGUE. NEUTRONLLC.COM
  • 122. SENDER SENDER MESSAGE MESSAGE RECEIVER RECEIVER THE NEW COMMUNICATION MODEL IS A DIALOGUE. NEUTRONLLC.COM
  • 123. QUESTION: How can you test your most creative ideas BEFORE they get to market? NEUTRONLLC.COM
  • 124. HINT: NEUTRONLLC.COM Not with large quantitative studies or focus groups.
  • 125. QUANTITATIVE STUDIES BURY THE PROBLEM IN HEAPS OF UNHELPFUL DATA. NEUTRONLLC.COM
  • 126. FOCUS GROUPS WERE INVENTED TO FOCUS THE RESEARCH, NOT BE THE RESEARCH. NEUTRONLLC.COM
  • 127. THE BEST TESTS ARE CHEAP, QUICK, AND DIRTY. NEUTRONLLC.COM
  • 128. Better a rough answer to the right question than a detailed answer to the wrong question. NEUTRONLLC.COM
  • 130. NEUTRONLLC.COM If the names and graphics of two trademarks are better when swapped, then neither is optimal.
  • 133. CHEAP-QUICK-DIRTY TEST 2: The HAND TEST is a proof for a distinctive voice. NEUTRONLLC.COM
  • 134. If you can’t tell who’s talking when the trademark is covered, then the brand’s voice is not distinctive. NEUTRONLLC.COM
  • 136. CHEAP-QUICK-DIRTY TEST 3: The FIELD TEST is a proof for any concept that can be prototyped. NEUTRONLLC.COM
  • 137. If your audience can’t verbalize your concept, you’ve failed to communicate it. NEUTRONLLC.COM
  • 138. SHOPPERS CHARACTERIZED THE PACKAGE CONCEPT ON THE MIDDLE-RIGHT SHELF AS “A FASTER PENCIL.” BINGO. NEUTRONLLC.COM
  • 139. Field tests measure five things: 1 DISTINCTIVENESS 2 RELEVANCE 3 MEMORABILITY 4 EXTENDABILITY 5 DEPTH OF MEANING NEUTRONLLC.COM
  • 140. TESTING MIGHT HAVE SAVED SOME OF THESE COMPANIES FROM THE GREAT SWOOSH EPIDEMIC.
  • 141. HAS THE GLOBE BECOME THE NEW SWOOSH? NEUTRONLLC.COM
  • 143. Business is a process, not an entity. NEUTRONLLC.COM
  • 144. A living brand is a pattern of behavior, not a stylistic veneer. NEUTRONLLC.COM
  • 145. Brands are like people. NEUTRONLLC.COM
  • 146. C. D. E. IF PEOPLE CAN CHANGE THEIR CLOTHES WITHOUT CHANGING THEIR CHARACTERS… NEUTRONLLC.COM
  • 150. IF A BRAND LOOKS LIKE A DUCK AND SWIMS LIKE A DOG, PEOPLE WILL DISTRUST IT. NEUTRONLLC.COM
  • 151. So let’s say you’ve DIFFERENTIATED, COLLABORATED, INNOVATED, AND VALIDATED. NEUTRONLLC.COM
  • 152. + YOU’VE ADDED THE LEFT BRAIN TO THE RIGHT BRAIN. NEUTRONLLC.COM
  • 154. + + YOU’VE USED TESTING TO BANISH THE FEAR OF STUPID. NEUTRONLLC.COM
  • 155. Your brand is now NUMBER ONE in its category. NEUTRONLLC.COM
  • 156. What’s your next move? NEUTRONLLC.COM
  • 157. PASS OUT THE COMPASSES. NEUTRONLLC.COM
  • 159. A continuing brand education program. NEUTRONLLC.COM
  • 162. The more D I S T R I B U T E D a brand becomes, the stronger its management needs to be. NEUTRONLLC.COM
  • 163. What your company needs is a CBO, or CHIEF BRANDING OFFICER . NEUTRONLLC.COM
  • 164. THE CBO FORMS A HUMAN BRIDGE BETWEEN LOGIC AND MAGIC, STRATEGY AND DESIGN. NEUTRONLLC.COM
  • 165. C U LT I V AT I O N D I F F E R E N T I AT I O N V A L I D AT I O N C O L L A B O R AT I O N I N N O V AT I O N BY MASTERING THE FIVE DISCIPLINES OF BRANDING, THE COMPANY CREATES A VIRTUOUS CIRCLE. NEUTRONLLC.COM
  • 166. WITH EVERY TURN AROUND THE CIRCLE, THE VALUE OF THE BRAND SPIRALS HIGHER. NEUTRONLLC.COM
  • 168. A sustainable competitive advantage. NEUTRONLLC.COM
  • 169. ABOUT THE AUTHOR Marty Neumeier is president of a San Francisco-based brand consultancy, Neutron LLC. Neutron supplies the “glue” that holds brands together: brand education programs, seminars, workshops, creative audits, process planning, and more. Visit www.neutronllc.com.
  • 170. Need books for your branding team? Bulk discounts on the THE BRAND GAP are available for educational and corporate groups. Contact BECKY.MORGAN@PEACHPIT.COM. NEUTRONLLC.COM