Weitere ähnliche Inhalte Ähnlich wie Brand Architecture (20) Kürzlich hochgeladen (20) 1. _seminar : john ream, president
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2. brand architecture - "i have a
logo, isn't that my brand?"
_no it isn't.
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3. agenda - be a brand architect.
*meaning
*dna
*case study
*experience
*utility
*extension
*take aways
_pressure : it doesn't have to be.
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4. meaning - all grown'd up.
*the structure of brands within an entity.
_brand architecture
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5. meaning - "the dictionary."
*brand [braend]
_noun : a kind of something distinguished by
some distinctive characteristic.
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6. meaning - "wiki."
*brand [braend]
_noun : the personality of a product, service or company
and how it relates to key constituencies.
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7. meaning - what we think.
*brand [braend] - the tangible and
intangible values of a product, service or
place.
_adverb : when, where and why.
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8. dna - just like molecules.
*blueprint of brand promise +
brand personality + brand identity
= brand dna
_brand dna : "woven" values of distinctiveness, novelty
and attributes, as compared to competition.
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9. dna - just like molecules.
*brand promise = what you will deliver
that is unique, compelling, and
believable at every level.
_brand promise : what do you promise to every
constituent.
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10. dna - just like molecules.
*brand personality = 5 primary, including
secondary, psychological attributes that
illustrate the behavior, thoughts and
emotions of the brand .
_brand personality : what does the brand do, like, eat,
etc.
© 2011 Connect Agency. All rights reserved.
11. dna - just like molecules.
*brand identity = the top 3 tangible or
intangible value attributes one
associates with a brand.
_visual brand identity : the visual representation of the
attributes.
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12. dna - TRAC heavy duty filters
*brand promise = best option in tractor parts.
*brand personality = reliable, tough, fair, cutting
edge, rebel (badge brand).
*brand identity = OEM quality for less money,
trusted option in tractor sector.
_trac what? : where it started.
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17. experience - "market me"
*the experiential aspect that consists of
all points of contact with the brand.
_brand experience : every form of communications
should be seen as an experience of the dna.
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18. experience - yogaberry
*yogabuddy - program and POP
*employees - uniform
*customer experience - menus
*marketing - promotion
*marketing - website
_yoga what? : the brand actually talked.
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24. utility - give'm something.
*create something of goodwill
surrounding the brand.
*provide tools, resources, access.
*Nike+
*Ballers Network
_brand utility : how can you make daily activities around
your brand easier.
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25. extension - if they like this...
*80% of new brands use this to intro new
brands or create/increase sales.
*reduce risk and cost of entry.
*Jello, created Jello Pudding Pops
*Arm & Hammer, Oral Care & Laundry
_brand extension : use existing brand loyalty as a
vehicle to enter a new or modified category.
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26. summary - live by the dna.
_the brand
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28. summary - live by the dna.
_the brand
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29. summary - live by the dna.
*use the core structure of the promise,
personality and identity to be "brand
dna." deliver the dna at every level
through experiences, utility, and
extension to make up "the brand."
_the brand
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30. next - "continued ed."
*integrated marketing (may)
*reputation management (jun)
*unexpected insights (jul)
_up coming : seminars & workshops
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Hinweis der Redaktion brand architecture - "i already have a logo, isn't that my brand?" If we only had a $1000, I mean $.05, for every time we heard that. We'd still have to work but could at least get a good cup of coffee. The answer is no; your logo is not your brand. Come visit us to be part of a conversation of why and how to craft your Brand DNA. We'll discuss how to mobilize your company through brand development, brand experience, and brand extension. Just a reminder, we only have this topic twice so move around what you can to make this seminar. FREE It's our way of giving back. PRESENTERS George Swisher & John Ream JUN 9 9AM - 1030AM JUN 23 9AM - 1030AM Connect Jacksonville Office 131 East Bay Street 32202 REGISTER reply to [email_address] INVITE click here to invite a peer or someone who could benefit from this seminar. John Notes: - remember to always make it about the people in the room and their business. Not so much about YogaBerry. It's just a tangible example of how they can apply it. - maybe ask people in the room what they see their brand dna as. - elimante some of the yogaberry prints and website pages. Randy Notes: Next time ask audience to offer up what they would consider their company's DNA. For other seminars, any kind of interaction that is introspective would be helpful.
