5. so, starting at the beginning:
what is a brand?
Friday, January 25, 13
6. “While every brand is a product not
every product is a brand”
David Ogilvy, Founder
Ogilvy Advertising
Agency
Friday, January 25, 13
7. “If Coca-Cola were to lose all of its
production-related assets in a disaster, the
company would survive. By contrast, if all
consumers were to have a sudden lapse of memory
and forget everything related to Coca-Cola, the
company would go out of business.”
Coca Cola Marketing Executive
Friday, January 25, 13
8. “A brand is not a product or a promise
or a feeling. It's the sum of all the
experiences you have with a company”
Amir Kassaei, CCO, DDB
Friday, January 25, 13
9. “Your brand is what people say about
you when you are not in the room”
Jeff Bezos, CEO, Amazon
Friday, January 25, 13
10. taking an example - the roman catholic church
one of the greatest brands to ever exist?
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11. a unified set of beliefs that span both countries and continents
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12. more touch points than you can shake a stick at
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14. and have “brand experience” down to an art form
and arguably the greatest transmedia show on earth
Friday, January 25, 13
15. when it comes to understanding the role of brand, no one does
it quite like the Catholics...
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16. the secret to their success? recognizing the power of every
touch point as an opportunity to create a brand experience
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17. why brand is more critical today than ever before
Friday, January 25, 13
18. during the last 10 years we have gone through a major
communications revolution
web 1.0 web 2.0 web 3.0
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19. not only affecting how brands
can reach their customers, but
how customers can reach their
brands
Friday, January 25, 13
20. the brand is no longer the domain of the marketing department
Friday, January 25, 13
21. every interaction is a potential opportunity to build equity -
so long as you know what kind of equity you are trying to build
Friday, January 25, 13
22. today smart companies know there is no such thing as a marketing
department. only those companies who know how to market
themselves, and those who do not
Friday, January 25, 13
23. so, what is the role of strategy in informing the modern brand?
Friday, January 25, 13
24. firstly: strategy is key in crystalizing a brand’s
differentiating beliefs and using these to determine their
position in the market place
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25. so, how do you determine your brands position?
the classic approach:
we believe the role of
brand
deodorant is to make guys
truth
smell amazing
brand
truth
competi-
all other deodorants are
tive
about protection
truth
consumer competitive guys (14-20) do not care
truth truth about protection - or
consumer
anything else for that matter
truth - as much as they care about
sex
Friday, January 25, 13
26. the axe positioning:
Brand:
the role of
positioning The Axe Effect
AXE is to make
guys smell
amazing
consumer gives guys the edge in
benefit the mating game
Consumer:
guys (14-20) do not Competitors:
care about protection all other deos
- or anything else
for that matter - as are about competitor offers transformation vs.
much as they protection diffention protection
care about sex
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27. how this comes to life as a brand experience: transforming even
the most ordinary guys into legends
Axe beach girls
Friday, January 25, 13
28. an alternative is
the “inside out approach*”
how
why redefine modern
what what believe
drives us? british luxury
what
why what is our fashion + technology
approach to
NPD
how live fashion shows
do we make
things that art of the trench
live up to
this
burberry acoustics etc
*not a technical term- see Simon Sinek’s ted talk for more info
Friday, January 25, 13
29. how this comes to life as brand experience: creating british
innovations in the luxury space
Friday, January 25, 13
30. a third approach: brand archetypes
CREATOR
FEEL CREATIVE
“if it can be JESTER
HERO imagined, it can be FEEL FRIVOLOUS
FEEL ACCOMPLISHED created” “if I can’t dance, I don’t
“where there’s a will, there’s a want to be part of your
way” revolution”
CAREGIVER
LOVER
FEEL NURTURING
FEEL SEXY
“love your neighbor as
“I only have eyes for
yourself”
you”
REGULAR GUY/GAL
EXPLORER
FEEL CONNECTED
FEEL ADVENTUROUS “all men and women
“I want to experience are created equal”
the world in a different
way”
OUTLAW
MAGICIAN
FEEL REBELLIOUS
FEEL TRANSFORMED
“rules are meant to be
“it can happen!”
broken”
RULER SAGE
FEEL POWERFUL FEEL SMART
“power isn’t everything; INNOCENT “the truth will set
it’s the only thing” FEEL PURE you free”
“free to be your younger
self”
Friday, January 25, 13
31. used by many product brands to clarify both what they stand for
and how they are differentiated
CREATOR
FEEL CREATIVE
“if it can be JESTER
HERO imagined, it can be FEEL FRIVOLOUS
FEEL ACCOMPLISHED created” “if I can’t dance, I don’t
“where there’s a will, there’s a want to be part of your
way” revolution”
CAREGIVER
LOVER
FEEL NURTURING
FEEL SEXY
“love your neighbor as
“I only have eyes for
yourself”
you”
EXPLORER REGULAR GUY/GAL
FEEL ADVENTUROUS FEEL CONNECTED
“all men and women
“I want to experience
are created equal”
the world in a different
way”
OUTLAW
MAGICIAN
FEEL REBELLIOUS
FEEL TRANSFORMED
“rules are meant to be
“it can happen!”
broken”
RULER SAGE
FEEL POWERFUL FEEL SMART
“power isn’t everything; INNOCENT “the truth will set
it’s the only thing” FEEL PURE you free”
“free to be your younger
self”
Friday, January 25, 13
37. why be the first leader,s when you can be the first follower
Friday, January 25, 13
38. which brings us full circle, back to the number one follower - the
Roman Catholic Church
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39. so, to sum up:
a brand is made up of the multitude of experiences that any number
of customers have with it.
understanding + appreciating the interplay of all these different
experiences + touch points has always been what splits the men from
the boys.
today it is more essential than ever that all your touch points +
experiences are singing from the same hymn-sheet, as the way
consumers and brands interact has changed, and the smallest “off
brand” wobble can make a big difference.
key to helping brands deliver this is having a brand “positioning” -
a clear sense of what your brand stands for, what differentiates it
+ how it behaves.
various different types of positioning approach, using these to
craft your brand identity = the start of great strategy
using your position to determine how your brand behaves - what it
does and creates a much as simply says = the art of great strategy.
Friday, January 25, 13
