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WHAT IS BRANDING?

Using four iconic brands (Apple, Coca-Cola, Thunderbird, and Motorhead) as examples, this keynote presentation expounds the branding process.

Using four iconic brands (Apple, Coca-Cola, Thunderbird, and Motorhead) as examples, this keynote presentation expounds the branding process.

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WHAT IS BRANDING?

  1. 1. SUDIO SUDARSAN What is Branding?
  2. 2. FIRST, WHAT’S A BRAND?
  3. 3. A BOTTLE OF CHANEL NO. 5 INSTANTLY COMES TO MIND
  4. 4. BUT BRANDS QUICKLY MOVE BEYOND A SINGLE PRODUCT
  5. 5. TODAY CHANEL PRODUCES
  6. 6. FOOTWEAR
  7. 7. CHANEL HANDBAGS
  8. 8. JEWELRY
  9. 9. BESIDES BRANDS MOVE BEYOND THE COMPANY AND PRODUCTS
  10. 10. DESIGNER
  11. 11. FOUNDER, VISIONARY
  12. 12. ADVERTISEMENTS
  13. 13. COUNTRY OF ORIGIN
  14. 14. FEELINGS FIRM PEOPLE QUALITY SERVICE LOGO
  15. 15. IF BRANDS HOLD SUCH FASCINATION, ONE OF THE PRIMARY REASON IS THE INABILITY TO DEFINE IT.
  16. 16. A BRAND IS A TERM NAME, SIGN, CH ANEL LOGO, TRADEMARK EX THAT TOUCHES US IN A PE CT AT IO N SPECIAL WAY. IT RELIES ON BR AND TANGIBLE VALUES: PRODUCT, PRICE, SERVICE, PEOPLE, PR OM ISE MARKETING, AND SO ON. IT ALSO RELIES ON PROMISES, ASSOCIATIONS, THE STORY IT TELLS NONE OF WHICH CAN BE COMPARED WITH ANY OTHER.
  17. 17. IN THE FINAL ANALYSIS, BRAND IS A SUM OF MANY THINGS. IT IS A SUCCESSFUL BLEND, A MAGIC POTION, THAT APPEALS TO THE CONSUMER.
  18. 18. BRANDS COMMAND HIGHEST LOVE, RESPECT, AND LOYALTY LOYALTY High RESPECT Hi hg DS AN BR TS UC OD PR LOVE High Low
  19. 19. SO, WHAT CAN BE BRANDED?
  20. 20. PRODUCTS
  21. 21. SERVICES
  22. 22. WEBSITES
  23. 23. UTILITY
  24. 24. RETAIL
  25. 25. COMMODITY
  26. 26. PEOPLE
  27. 27. TECHNOLOGY
  28. 28. CLUB
  29. 29. PLACE
  30. 30. eTAIL
  31. 31. MOVEMENT
  32. 32. ENTERTAINMENT
  33. 33. COMPANY
  34. 34. SCHOOL/UNIVERSITY
  35. 35. ORGANIZATION
  36. 36. IN A WAY, YOU (AND I) ARE ALSO BRANDS, PLAUSIBLY BRANDS WITH LOWER AWARENESS THAN MARTHA STEWART OR ANDY WARHOL.
  37. 37. NOW What is Branding?
  38. 38. READY TO HEAR MY CLASSROOM EXPERIMENT?
  39. 39. I DIVIDE THE ENTIRE CLASS INTO EXCLUSIVE GROUPS .
  40. 40. 1 I SHOW EVERY GROUP THE SAME ROCK. I TELL GROUP #1 THAT I PICKED THE ROCK ON CAMPUS SOMEWHERE. I ASK, “IF YOU WERE TO BUY, HOW MUCH WOULD YOU PAY?”
  41. 41. I PUT THE ROCK INTO A SHINY BOX. I TELL GROUP #2 THAT THIS IS A ROCK FROM THE CARVING OF MOUNT RUSHMORE. 2
  42. 42. 3 I TALK ABOUT THE CELEBRATION OF FREEDOM OVER COMMUNIST TYRANNY TO ANOTHER GROUP OF MBA STUDENTS TELLING THEM IT WAS THE ROCK FROM 1989 FALL OF THE BERLIN WALL.
  43. 43. ..ABOUT THE ROCK THAT APOLLO 11 ASTRONAUTS BROUGHT, AND THE GIANT LEAP OF MANKIND 4
  44. 44. IT IS THE SAME DAMN ROCK.
  45. 45. HOWEVER
  46. 46. THE PRICE OF THE ROCK EACH STUDENT GROUP QUOTES SIZABLY DIFFERS BASED ON THE STORY OF THE ROCK. $0 $3000 $10 $500
  47. 47. BRANDING THEN IS A STORY THAT CAPTURES MINDS AND GAINS BEHAVIOR
  48. 48. I HEAR YOUR SKEPTICISM. CLASSROOM IS NOT THE REAL WORLD.
  49. 49. LET’S TALK ABOUT BRANDING IN THE REAL WORLD.
  50. 50. $12 ON THE STREETS OF MANHATTAN
  51. 51. $150 AT THE FLAGSHIP BOSS STORE ON 555 BROADWAY SOHO
  52. 52. BOTH SHIRTS ARE 100 PER CENT COTTON AND OF HIGH QUALITY. UNBR ANDED DIFF EREN TIAL : $138 BRAN DED
  53. 53. THIS LABEL COMMANDS CONSUMERS TO PERCEIVE AND FEEL DIFFERENTLY ABOUT THE PRODUCT PERFORMANCE.
  54. 54. WHY DO SOME PRODUCTS, SERVICES, PEOPLE, AND ORGANIZATIONS COMMAND PREFERENTIAL BRAND APPEAL?
  55. 55. STARBUCKS IS THE BEST EXAMPLE FOR ANTI MARKETING PROMOTION: $0
  56. 56. LOUD. HEAVY. OVERPRICED. NOT MODERN. UNDER- ENGINEERED.
  57. 57. BUT, PEOPLE LOVE HARLEY.
  58. 58. I SPENT FOUR YEARS RESEARCHING CONSUMER TRIBES, ZEALOTS, LOYALISTS, AND PROSUMERS TO UNDERSTAND WHAT MAKES ICONS?
  59. 59. WHAT MAKES CONSUMERS LOVE ICONS?
  60. 60. INTRODUCING The Strategy Circle
  61. 61. MAR STRATEGY CIRCLE KETI STRA NG TEGY BRAN STRA D TEGY BUSI NESS STRA TEGY FU WH ND Y A ? HO M EN ?W TA L EM WH OT I AT? ON AL RA TI ON AL
  62. 62. Demographic Technical Economic Intermediaries Physical Environment M ar ke tR es e ar c Product h Market Planning Collaborators Promotion Suppliers Place User Price P. T. S. Political Competitors Social Legal Cultural Information ALL ORGANIZATIONS KNOW WHAT THEY ARE DOING.
  63. 63. ICONIC BRANDS KNOW WHY THEY ARE DOING IT. Reason for Being
  64. 64. AUGUST 8th 1987 “NOBODY REALLY KNOWS WHAT STRATEGY IS”
  65. 65. ICONIC BRANDS STRATEGIZE WITH “WHY” CIRCLE FIRST. WHY?
  66. 66. APPLE’S PURPOSE IS TO CHALLENGE STATUS-QUO
  67. 67. MOHANDAS GANDHI’S PHILOSOPHY IN ONE WORD WAS NON VIOLENCE.
  68. 68. USA STANDS FOR UNALIENABLE RIGHTS: LIFE, LIBERTY, AND PURSUIT OF HAPPINESS
  69. 69. HIRE THE BEST MINDS.
  70. 70. DISNEY IS SYNONYMOUS WITH MAGIC.
  71. 71. LOCALLY GROWN.
  72. 72. YOU CAN BUILD INTRIGUE ONLY IF YOU BELIEVE WHAT YOU BELIEVE.
  73. 73. HOW? WHAT? THE WHY CIRCLE PITIABLY REMAINS FUZZY CORE IF ONE STARTS AND ENDS WITH THE WHAT AND HOW CIRCLES.
  74. 74. BUSINESS STRATEGY IS FORMED ON THE ELEMENTAL PHILOSOPHICAL OUTLOOK OF THE ORGANIZATION. VALUE GOAL(S) PURPOSE COMPETENCY Timeless and Audacious The reason What the passionately- goal(s) to for being organization held guiding provide (existence) is good at principles aspiration doing and challenge
  75. 75. BUSINESS STRATEGY DICTATES MANY THINGS – BRAND ARCHITECTURE IS ONE.
  76. 76. SINGLE BRAND ACROSS THE ORGANIZATION BRAND BRANDED HOUSE
  77. 77. ENDORSED BRANDS INDIVIDUAL BRANDS PARENT BRAND
  78. 78. HOUSE OF BRANDS INDIVIDUAL BRANDS PARENT BRAND
  79. 79. BRAND STRATEGY IS ONLY THE FACE OF BUSINESS STRATEGY
  80. 80. HOW? STRATEGY DELINEATES A SEQUENCE OF DECISIONS THAT A COMPANY TAKES TO BE DIFFERENTIATED.
  81. 81. BRANDING IS NOT ABOUT BUILDING A TEMPLE; IT’S ABOUT CREATING A RELIGION – A BELIEF SYSTEM.
  82. 82. FROM MY OWN EXPERIENCE OF BRANDING ORGANIZATIONS, PRODUCTS/SERVICES, PEOPLE, AND MOVEMENTS, I’VE GATHERED A SET OF RECURRING MANTRA THAT SUCCESSFUL BRANDING PROCESS CONSISTS OF. IT HAS NOTHING REALLY TO DO WITH TRADITIONAL MARKETING TOOLS OR TECHNIQUES*. *We are not talking about the ‘what’ circle yet.
  83. 83. INSTEAD OF SEEKING CONSTITUENTS OF SPECIFICITY OF BRANDING PROCESS, I SOUGHT DIFFERENCES DEVELOPED AMONG ICONIC BRANDS TO LIST A FEW TENETS.
  84. 84. 1 BRAND BELIEF BRAND STRATEGY IS SEDUCING CONSUMERS WITHOUT LOSING FOCUS OF THE CORPORATE POINT OF VIEW.
  85. 85. IN 1994, STEVE JOBS ARTICULATED APPLE’S PHILOSOPHY IN AN INTERVIEW FOR PBS..
  86. 86. STEVEN P. JOBS “When you grow up you tend to get told the world is the way it is and your life is just to live your life inside the world. Try not to bash into the walls. Thatʼs a very limited life. Life can be much broader once you discover one simple fact, and that is - everything around you that you call life, was made up by people who were no smarter than you. And you can change life, you can influence it, you can build your own things that other people can use. The minute that you understand that you can poke life and actually something will, you know if you push in, something will pop out the other side, you begin to change it, you begin to mold it, improve it, and make your mark upon it.”
  87. 87. WHEN YOU BELIEVE IN AN IDEOLOGY, THAT BELIEF THEN ATTRACTS CUSTOMERS WHO ALSO BELIEVE IN THAT IDEOLOGY.
  88. 88. BELIEVING IS BELONGING
  89. 89. APPLE DESIGNED COMPUTER KIT AND CHANGED HOME PC MARKET APPLE LISA COMMERCIALIZED GUI IN 1983 iTUNES STORE CHANGED THE MUSIC BUSINESS IN DIGITAL ERA iPHONE WORKED SIMILAR MAGIC ON MOBILE COMPUTING AND COMMUNICATIONS WORLD IN 2011, APPLE BECAME THE MOST VALUABLE COMPANY IN THE WORLD
  90. 90. 2 BRAND GENESIS CONSUMERS INTERNALIZE BRANDS WHEN THEY KNOW HOW THE BRAND WAS CREATED
  91. 91. ACROSS CULTURES, PEOPLE ALWAYS INQUIRE, “WHERE ARE YOU FROM?” WHEN THEY GREET OR MEET SOMEONE NEW. THEY WANT TO KNOW YOUR STORY.
  92. 92. EVERY AMERICAN KNOWS JOHN PEMBERTON, AN ATLANTA PHARMACIST, STIRRED UP A FRAGRANT, CARAMEL- COLORED LIQUID TO SELL FOR ¢5 AT JACOB’S IN 1886.
  93. 93. BRAND VALUED AT $70.5B OPERATIONAL REACH IN 200 COUNTRIES 1.7B SERVINGS PER DAY AFTER ‘OK,’ COKE IS THE MOST USED WORD
  94. 94. Lemmy Kilmister is credited today as the inventor of punk and heavy metal music in the legendary loud rock band, Motörhead, but his story is very poignant and popular with his many fans and musicians.
  95. 95. On Christmas eve 1945 in Stoke- on-Trent, Staffordshire, England, Ian “Lemmy” Kilmister was born. His father left him/home when he was 3 months old. The calamitous experiences of fatherless childhood, frustrated adolescence, and deep poverty shaped his formative years. As 16-y/o, he carried music equipment of other musicians (Jimi Hendrix) hoping to play in their band one day. He played bass guitar with Jimi Hendrix in the 60s, composed, played, and sang in two albums with Sam Gopal Band, and was part of 70s space-rock band, Hawkwind.
  96. 96. “Lemmy hung out with musicians, and would continually carry their equipment where ever they went until they let him play. He’s come up the hard way.” NEVILLE CHESTERS ROAD CREW MANAGER, JIMI HENDRIX EXPERIENCE
  97. 97. THUNDERBIRD INVENTED INTERNATIONAL MANAGEMENT Thunderbird was originally a military air force training facility for US, Chinese, and British pilots for WWII under US Army Lieutenant General Barton Kyle Yount. After ending his military service at the end of WWII, General Yount founded and served as President of the American Institute for Foreign Trade, known today as Thunderbird, School of Global Management. He believed that borders frequented by trade seldom needed soldiers. BARTON K. YOUNT
  98. 98. THUNDERBIRD SCHOOL OF GLOBAL MANAGEMENT (MBA BRAND) RANKED NO. 1 FOR INTERNATIONAL MBA FOR A RECORD 15 YEARS BY WALL STREET JOURNAL, US NEWS, BUSINESS WEEK, AND FINANCIAL TIMES
  99. 99. “I didnʼt have to go to Thunderbirdʼs USA campus to meet current MBAs and talk with faculty to evaluate and decide if I wanted to attend Thunderbird MBA. I wrote my GMAT only to cinch my admission there. Once I got to campus, I knew I was going to ink the eagle logo somewhere on my body. Today, it serves as a monogram of how I realized my dream to be a part of the Thunderbird mystique.” (IDENTITY CONCEALED)
  100. 100. 3 BRAND PERSONALITY REMARKABLE PERSONALITY COMMUNICATES AT A PREARTICULATE LEVEL STRIKING AN EMOTIONAL CHORD WITH CONSUMERS
  101. 101. COMPELLING STORIES AND RESONANT PLOTS THROUGH MEMORABLE BRAND PERSONA HELPS CONSTRUCT POWERFUL MYTHS WHICH CONSUMERS COME TO PERCEIVE AS EMBODIED IN PRODUCT OR SERVICE.
  102. 102. POWERFUL BRAND IDENTITIES ARE SENSORY IMPRINTS THAT SUMMON THE BRAND ESSENCE. PEW YUM SEE OUCH SHH
  103. 103. EVEN WITH A SHARD OF BROKEN BOTTLE, A PERSON COULD TELL IT WAS COCA-COLA
  104. 104. EQUALLY FAMOUS COCA-COLA BOTTLE, CALLED THE CONTOUR BOTTLE OR “HOBBLE SKIRT” IS A BOTTLE WHICH A PERSON COULD RECOGNIZE EVEN IF THEY FELT IT IN THE DARK.
  105. 105. FOR 125 YEARS THE MOST RECOGNIZABLE LOGOTYPE IN THE WORLD IS COCA-COLA
  106. 106. SIMPLICITY IS THE ULTIMATE SOPHISTICATION.
  107. 107. BASIC GEOMETRIES. ORGANIC SHAPES AND FORMS.
  108. 108. THE STARS AND STRIPES IS THE MOST RECOGNIZABLE OUT OF 200+ FLAGS IN THE WORLD.
  109. 109. USA ICONS INHABIT VALUABLE MENTAL REAL ESTATE THAT IS INSTANTLY AND INDELIBLY ATTACHED TO IDEOLOGIES: EXCEPTIONALISM, DEMOCRACY, FREE SPEECH, AND LIBERTY.
  110. 110. 35 YEARS 25 STUDIO ALBUMS SAME IDENTITY SAME INDIVIDUALITY SAME GRIT
  111. 111. JOE PETAGNO’S DISTINCTIVE FANGED-FACE ICON ADORNS ALL MOTӦRHEAD ALBUMS AND MERCHANDISE
  112. 112. MOTӦRHEAD CREATED AN INDELIBLE IDENTITY THAT HAS BEEN THE STANDARD FOR BANDS IN MANY SUB-GENRES OF LOUD ROCK AND AN INSPIRATION FOR ENDLESS ALLUSION, IMAGERY, AND ENERGY.
  113. 113. (IDENTITY CONCEALED)
  114. 114. MOTӦRHEAD POPULARIZED THE COMMON APOTROPAIC GESTURE IN THE RACY HEAVY METAL SUBCULTURE
  115. 115. THE LEATHER, BOOTS, COWBOY HAT, AND THE WHOLE BIKER PERSONA WAS DEVISED TO CHAMPION PUNK AND METAL
  116. 116. THE BEST IDENTITIES ARE THE MOST EFFECTIVE WHEN THEY HELP ADVANCE THE BRAND. Coherence Authority Sustainability Leadership Differentiation Value Authenticity Commitment Relevance
  117. 117. CHOICE OF BRAND ELEMENTS MEANINGFULNESS: MEMORABILITY: ADAPTABILITY: credibility, fun, easily recognized flexible enough to interesting and recalled be updated Running Back Quarterback PROTECTABILITTY: Linebacker legally secure and competitively well- guarded Line of Defense TRANSFERABILITY: mobile within categories and across geographies and cultures Wide Receiver
  118. 118. THE BRAND ELEMENTS OF LOVEMARKS DO NOT EXIST AS IDENTITIES. THEY BESTOW A PERSONALITY.
  119. 119. IDENTITY IS RECOGNITION. PERSONALITY IS CHARACTER AND CHARISMA.
  120. 120. BRAND PERSONALITY IS THE PRIMORDIAL CREATIVE AND PERFORMATIVE FORCE CRITICAL TO BRAND RECALL AND SUCCESS.
  121. 121. 4 TOUCHPOINT EXPERIENCES MEANINGFUL POINTS OF CONTACT WITH ICONIC BRANDS ARE ENRICHING EXPERIENCES THAT EXCITE AND INTRIGUE
  122. 122. TOUCHPOINT WHEEL Advertising Loyalty Direct mail programs or samples Pre-purchase Coupons Newsletters PRE-PURCHASE and incentives Each touchpoint is an opportunity to Post- POST-PURCHASE strengthen brand Customer purchase Deals and experiences, and service promotions to communicate brand belief and Product and brand essence. PURCHASE package Packaging performance Purchase Sales person PoP displays Store and shelf placement
  123. 123. APPLE THREW A HAMMER IN 1984 TO DEFINE THE APPLE BRAND MEANING AND RELEVANCE
  124. 124. INTERACTIONS WITH ICONIC BRANDS TRANSMIT BELIEF
  125. 125. UBIQUITY IS SEEN. EMOTIONAL PRESENCE IS FELT.
  126. 126. John Hodgman, the PC guy in “Get a Mac” is a Mac user since 1984.
  127. 127. Holidays Sports American COCA-COLA IS OFTEN ASSOCIATED Refreshing Family get-together Tradition WITH THE MAGIC OF CHRISTMAS, Original HAPPINESS – ALL POSITIVE MENTAL Polar Bears “Real” ASSOCIATIONS Invigorating Magic of Christmas Happy/pleasure Rejoice
  128. 128. “Americans have a lifetime love affair with Coca-Cola. Americans took the taste test, but do not care that Pepsi-Cola tastes better. Coca-Cola is a love mark.” - KEVIN ROBERTS
  129. 129. PEPSI’S JOY OF COLA ENDORSEMENT STRATEGY FEATURED BRITNEY SPEARS FOR MULTI MILLION-DOLLAR CAMPAIGN
  130. 130. SHE WAS IN THE MEDIA’S LIMELIGHT FOR MYRIAD PERSONAL PROBLEMS; BRITNEY WAS FOUND DRINKING COKE IN THE IMAGES SHOWN ON NEWS CHANNELS.
  131. 131. It does not matter that Thunderbird is a top tier business school; there are twenty-five other US b-schools that boast for its top business programs. It does not matter that Thunderbird is continuously ranked No. 1 for International Management by Wall Street Journal, Business Week, or US News; there are other business schools in the US that are renowned for other focus areas in an MBA program. It does not matter that Thunderbird is a private school, for there are at least a dozen more from Harvard to Dartmouth to Stanford that are exclusive private schools as well. But, what does matter is Thunderbird is a military b-school. The entire T-Bird community wouldn't think for a moment to give their blood to their brethren in such military camaraderie.
  132. 132. AT THE ENTRANCE, THERE STANDS A WALL ON WHICH THE WORD 'WELCOME' IS ENGRAVED IN ABOUT THIRTY LANGUAGES OF THE WORLD, INSTILLING THE BRAND ESSENCE OF THUNDERBIRD.
  133. 133. THE FLAG-CARRYING TRADITION IS A SOLEMN PROCEEDING TO REINFORCE THAT THUNDERBIRD STANDS FOR MULTITUDES: DIFFERENT PEOPLE, DIFFERENT BELIEFS, DIFFERENT YEARNINGS, DIFFERENT HOPES, DIFFERENT DREAMS THAT PERMEATE THROUGH US BOTH AS A MELTING POT AND A COLORFUL MOSAIC.
  134. 134. THE THUNDERBIRD OATH OF HONOR WAS THE FIRST MBA OATH EVER; MOST BUSINESS SCHOOLS NOW FOLLOW THE STUDENT-LED PLEDGE.
  135. 135. THE TOWER IS AT THE HEART OF THE THUNDERBIRD CAMPUS AND ITS PAST IS INTEGRAL TO THUNDERBIRD’S ORIGINAL “GLOBAL PERSPECTIVE.” TOWER HOMECOMING ON 11/11/’11 CENTERED AROUND “REDEFINING GLOBAL LEADERSHIP” ATTRACTED THOUSANDS OF ALUMS WORLDWIDE.
  136. 136. 5 CUT ABOVE THE REST EVERY BRAND DOES THE BASICS WELL; ICONS DO IT BETTER.
  137. 137. ICONIC BRANDS DO NOT THINK OF MOTIVATING CONSUMERS TO BUY, BUT THINK OF TOUCHING PEOPLE’S LIVES. THEY THINK OF CONSUMERS AS PEOPLE.
  138. 138. ROBERT WOODRUFF (CEO) HAD VOWED FROM THE BEGINNING OF WWII THAT HE WOULD MAKE COCA-COLA AVAILABLE TO U.S. SOLDIERS ABROAD—NO MATTER WHAT IT COST TO MANUFACTURE THE DRINKS. TO HONOR ITS PLEDGE, COCA-COLA ASSEMBLED 64 PORTABLE BOTTLING PLANTS IN EUROPE TO DELIVER DRINKS TO GIS.
  139. 139. COCA-COLA PUTS A SPECIAL HAPPINESS MACHINE IN THE MIDDLE OF A COLLEGE CAMPUS IN 2010
  140. 140. CONSUMER ENGAGEMENT ON SOCIAL MEDIA OUTLETS REDEFINED BY COCA-COLA 36.6M LIKES ON FACEBOOK AND CLOSE TO 0.5M FOLLOWERS ON TWITTER
  141. 141. MOTӦRHEAD’S TRUE FANS ARE IN OTHER BANDS LIKE, JOY DIVISION, THE CLASH, SONIC YOUTH, MEGADETH, NIRVANA, SLAYER, GUNS N’ ROSES, AND METALLICA
  142. 142. MOTӦRHEAD SERVES ITS FANS ITS OWN LINE OF ALCOHOLIC BEVERAGES IN THE TRUE SPIRIT OF ROCK N’ ROLL
  143. 143. MOTӦRHEAD BOASTS OF THE HIGHEST ENGAGEMENT WITH ITS FANS IN CONCERT HALLS AND SOCIAL MEDIA OUTLETS
  144. 144. ..AND THE HIGHEST NUMBER OF FANS WITH TATTOOS
  145. 145. THUNDERBIRD PRESIDENT COMMUNICATES TO STUDENTS AND ALUMS DIRECTLY
  146. 146. CONTINUOUS UNDERSTANDING OF THE MARKET AND THE COMPETITIVE LANDSCAPE, MAKES FORMULATED BRAND STRATEGIES ROBUST.
  147. 147. WHAT? THE NEXT PIECE OF THE PUZZLE IS MARKETING STRATEGY
  148. 148. MARKETING STRATEGY IS SEGMENTING AND TARGETING CONSUMERS
  149. 149. “WHEN YOU ASK PEOPLE WHAT THEY PREFER, THEY SAY A ‘DARK, RICH, HARDY ROAST,’ BUT THEY ACTUALLY DRINK WEAK, MILKY COFFEE” - MALCOLM GLADWELL
  150. 150. TWO EFFECTIVE WAYS TO UNDERSTAND CUSTOMERS
  151. 151. 1 See what they do
  152. 152. NETNOGRAPHY SOCIAL LISTENING ETHNOGRAPHIC METHODS PARTICIPANT OBSERVATION NON-PARTICIPANT OBSERVATION “A DAY IN THE LIFE OF” ANALYSIS
  153. 153. 2 Go to the Reptilian
  154. 154. ALPHA LEVEL OF MIND RESEARCH CAN EXPLORE THE ROLE UNCONSCIOUS PLAYS IN IMPRESSION FORMATION AND PREFERENCE MAKING
  155. 155. SCIENCES INVOLVED IN NEW UNDERSTANDING OF MIND TOP-DOWN ARTIFICIAL PSYCHOLOGY INTELLIGENCE ANALYTIC MIND SYNTHETIC CULTURE & MIND NEUROSCIENCE BOTTOM-UP SCIENCES
  156. 156. Ideation Comprehension SYMBOLIC LEVEL Expression Perception SOCIOEMOTIONAL LEVEL Behavior Stimulation Response SENSORIMOTOR LEVEL Biological
  157. 157. ECOSYSTEM SEGMENTATION TARGETING SEGMENTATION TOOLS: SEGMENTATION APPROACHES: CONJOINT ENGINES GEODEMOGRAPHIC CLUSTER ANALYSIS PSYCHOGRAPHIC REGRESSION TREES NEEDS-BASED UNDERSTAND NEEDS, DISCRIMINANT ANALYSIS FUTURE-RESULT WANTS, PERCEPTIONS, ATTITUDE, LIFESTYLE, BEHAVIOR, ETC. FROM TARGET SEGMENT
  158. 158. BUSINESS STRATEGY DICTATES HOW TO DIFFERENTIATE FOR COMPETITIVE ADVANTAGE WHY? ADVA NTAGE WELL -PER CEIV ED WHAT? MARKETING STRATEGY DELINEATES HOW TO DIFFERENTIATE FOR BETTER PERCEPTION
  159. 159. IS BRANDING A LEGALIZED STRIPTEASE WHOLLY OWNED BY BRANDING CZARS?
  160. 160. NOPE
  161. 161. NEVER DISGUISE A POSE YOU ARE NOT.
  162. 162. WHEN BRANDS EXIST ON THE NEURONAL LEVEL IN THE MINDS OF CONSUMERS AS AN ENGRAM, HOW CAN IT BE SOLEY OWNED BY CREATIVES?
  163. 163. ALRIGHT THEN, IS BRANDING ALL ABOUT WHAT THE CONSUMERS SAY AND FEEL?
  164. 164. NOPE
  165. 165. HOW COULD MAGIC BE PERCEIVED AS MAGIC WITHOUT MAGIC BEING MADE?
  166. 166. BOTH THE MADE AND THE PERCEIVED
  167. 167. IF IDENTITY IS WHAT A BRAND STANDS FOR AND IMAGE IS HOW A BRAND IS PERCEIVED
  168. 168. BRANDING IS A CONTINUOUS PROCESS OF ALIGNING IMAGE AND IDENTITY.
  169. 169. “Besides, we constantly assess consumer response to our brands in order to evaluate consumer perception and find out what consumers believe about our products. Consumers relate particular brands with particular symbols and promises that need to be met. Similarly, Coca-Cola is related to a particular level of customer satisfaction that is determined by the collective memory of our target audience.” - COCA-COLA MARKETING
  170. 170. IMAGE-IDENTITY ALIGNMENT MODEL Money Preference Purchase Loyalty Loop Behavior Rational Soma Identity Media Emotion Memories Marketer formulation Brand Memories Brand Consumer Alignment Feedback Loop Brand Image Post-rationalization Attitude Research
  171. 171. THE DIFFERENCE BETWEEN EMOTION AND REASON IS THAT EMOTION LEADS TO ACTION WHILE REASON LEADS TO CONCLUSION
  172. 172. Tattoos are not only ornaments...they are not only emblems of nobility and symbols of rank in the social hierarchy; they are also messages fraught with spiritual and moral significance...not only to imprint a drawing onto the flesh but also to stamp onto the mind all the traditions and philosophy of the group. - CLAUDE-LEVI STRAUSS
  173. 173. “Thunderbird stands for the liberation of single dogmatic creed and worldview. My friend and I inked the Thunderbird logo that stands for this diversity of cultures, faiths, races, and nationalities. Our tattoos signal the confluence of differences of our mind- altering MBA journey. After graduation my friend died in an accident. Today, my Thunderbird tattoo also stands for my friendship and the relationships I cherish.” - PEDRO FERNANDEZ DEL VALLE
  174. 174. “Lemmy is f###ing Jesus Christ; Motörhead is my life.” (IDENTITY CONCEALED)
  175. 175. “I work as a graphic designer, and work on my MacBook Pro everyday. My Mac is an extension of me and my work for the past 14 years now. To be honest, I don’t know why I feel this way. Perhaps it is because Macs readily respond to your needs. I love Mac. I strongly identify myself with Apple. If I were to choose another vocation, I will want to work in an Apple store selling iPods, iPhones, and iMacs.” (IDENTITY CONCEALED)
  176. 176. “If you shut me off on an island for a week, I would not need anything that people usually ask for. I will need my Coke. Coke brings the past, present, and future together with the mysterious power of its taste.” (IDENTITY CONCEALED)
  177. 177. LIFE IS SHORT. BUILD ROBUST BRANDS. 11^N CAN HELP.
  178. 178. THIS PRESENTATION IS DEDICATED TO MY MBA STUDENTS WORLDWIDE WHO CONTINUOUSLY INSPIRE ME TO LEARN. 11powerN © 2007–2012
  179. 179. Images from http://images.google.com Ben Heine, Lady Gaga Billy G., Apple Yoko Ono, Thunderbird Jeremiah Thompson (“Alessandra Making a Perfect Mirror”), Image-Identity Mary Beth (Facets of Perception”), Chris Hickman (“Branded Baby”), What is Branding? René Magritte (“The False Mirror”), Branding Story Menniti Giovanni (“I Love New York”), Brand: Place Kripa Gandhi (“Makdrap Rent-A-Costume”), Never disguise a Pose Business Week, Qualitative Research Dobiragi (“Everywhere Questions”), What can be Branded? www.sodahead.com, Branding in the Real World For further reading: Alina Wheeler (2003), “Designing Brand Identity,” Wiley Kevin Lane Keller (1993), “Strategic Brand Management: Building, Measuring, and Managing Brand Equity,” Prentice Hall: New Jersey Michael Porter (1996), “What is Strategy?,” Harvard Business Review Erik du Plessis (2005), “The Advertised Mind,” Millward-Brown Doug Holt (2003), “What Becomes an Icon Most,” Harvard Business Review Bernd Schmitt (2009), “The Concept of Brand Experience,” Journal of Brand Management Thanks to the PR dept. of Chanel, Apple, Coca-Cola, Thunderbird, and Harley Davidson to use their logo and identity elements Thanks to Carmen Electra and Motörhead for permission to use their pictures Thanks to all my MBA students at MICA, SP Jain Center of Management, and Great Lakes Institute of Management

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