3. “The word brand
has become
overused, sterile
and unimaginative.”
- Michael Eisner, Ex CEO
Walt Disney
4. Brands have become Blands
Growing Parity. Declining Loyalty. Squeezed Margins.
5. “The ‘surplus society’ has a
surplus of similar
companies, employing
similar people, with similar
educational backgrounds,
coming up with similar
ideas, producing similar
products, with similar
prices and similar quality.”
Kjell Nordström & Jonas Riddlerstråte
Funky Business
16. Brands are going beyond just promoting themselves,
to promoting a larger world view
by taking a stand
17. • Fighting an Enemy- a commonly held
belief/convention/behavior in society
• Taking a Stand against the enemy-
with a strong point-of-view about
their world
19. ENEMY- Bikes are about speed and power
STAND- Bikes are about freedom and
adventure
20. ENEMY- People have to be computer literate
STAND- Computers have to be people literate
21. ENEMY STAND MANTRA
A commonly held
belief,
convention,
behavior in
society
The brand’s
stance against
the enemy
The brand’s
defining
point-of-view
22. Unknown
Known for things I care about
Brand Ideal-POV
Known for good things
Brand Promise-POD
Known
Brand Salience
BRAND JOURNEY
23. ENEMY STAND MANTRA
Stereotyped
beauty- tall, slim,
fair and young
Every woman
can be beautiful-
of any shape,
size, color or age
Real beauty
for real
people
24.
25.
26. Unknown
Known for things I care about
Brand Ideal-POV
Known for good things
Brand Promise-POD
Known
Brand Salience
Beauty Soap
¼ moisturizer than doesn’t
dry your skin like soap
‘Real beauty
for real people’
29. Unknown
Known for things I care about
Brand Ideal-POV
Known for good things
Brand Promise-POD
Known
Brand Salience
Refreshing Tea
The cup that revitalizes
‘Jaago Re’
30. ENEMY STAND MANTRA
Fear of getting
clothes dirty
Don’t let dirt be a
spoilsport
Daag Acche Hain
31.
32. Unknown
Known for things I care about
Brand Ideal-POV
Known for good things
Brand Promise-POD
Known
Brand Salience
Powerful Cleaning
Bright, stain-free clothes
‘Daag Acche Hain’
57. The Head Shot Clinic is a an effort by a
Fashion and Lifestyle photographer,
Niccolo Cosme, that gathered the young
innovators and trend-setters in a single
shoot. The result of the shoot were head
shots that were used by each participant as
their profile pictures in Multiply and
Friendster. It started as a way for the young
photographer to market his services.
But now, Adidas has already
begun talking with Niccolo
to produce another Head
Shot Clinic where Addidas
apparel will be used by the
participants. This way,
Addidas attaches itself to the
trend-setters and culture
mavens. In fact, the Adidas
jacket shown here in a sample
shot has already become a
bestseller.
Adidas: The Philippines
58. Pepsi: China
• 2 Chinese guys made their own Pepsi ad.
• Their videos have been viewed more
than 6,744,513 times
• Now Pepsi has made TVC’s with them
59. • Pepsi's new can displays the winners of
an online photo contest, in which people
submitted pictures of themselves rooting
for Team China at the Olympics, and then
voted to determine who would win a spot
on the cans.
• The contest drew 2.46 million
submissions and 140 million votes,
which was larger than any global
campaign of this sort ever run by the
company.
Source: *Wall Street Journal
Pepsi “My Can”: China
