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Session One :
What is a Brand? Definitions and taxonomies.



Idris Mootee CEO Idea Couture Inc.


                                                                 1
                                                       Sept 3, 2007
All brand names mentioned and logos included in this presentation are registered trademarks of their respective owners
and are legally protected. Their inclusion in this presentation is only for the purpose of illustration, criticism and
analysis.

Disclosure: Starbucks, Nike, Kitchen Aid, Jordan, Virgin, BMW, Nintendo, Crate & Barrel are clients of Blast Radius
Inc. which I was formerly employed as Senior VP and Chief Strategist. The mentioning of these names is solely for
academic purposes and should not be considered as case studies. The material here was prepared solely with public
information supported by the author’s analysis during the writing of book 60-Minite Brand Strategist which was
published in four languages. Other brand names including Levis, Apple, Mercedes Benz, Sony, Coca Cola, Macys,
Target, Daimler Chrysler mentioned here were at some point were clients of firms which I was formerly employed or co-
founded. No confidential or proprietary information were used or disclosed here
.
This series of presentation is designed to provide relevant and up-to-date information for brand and marketing
practitioners and it should not be used in marketing or rendering of professional services. Some rights reserved. Idris
Mootee 2001-2007. Presentation can be freely embedded in any website or blog under creative commons license with
prohibition of any commercial use.




                                                                                                                          2
What is a Brand?




Exercise: Think about the following statements and see to what extend do
you agree or disagree with them. There is no right or wrong answers.       3
What is a Brand?

1. Is it the personification of an
organization, product or service?




                                     4
What is a Brand?

2. Is it the source of a promise to
the customer?
Or is it a trust mark?




                                      5
What is a Brand?

3. Is it a set of associations that
enhance or detract from the related
product or service?




                                      6
What is a Brand?

4.Is it the main source of emotional
connections with customers?




                                       7
What is a Brand?

5. Is it something that should drives
the design of the ‘total customer
experience’?




                                        8
What is a Brand?

6. Is it the single idea or concept or
imbedded in the mind of the
customer?




                                         9
Here are some point of views:




                                10
Branding is often confused with a lot
things such as advertising or corporate
identity. The problem is, companies are
still turning to branding as a panacea.
Sometimes branding becomes a way to
obfuscate relative sameness or make
unfulfillable promises, instead of
discovering, communicating uniqueness
or as a vehicle to inspire greatness.




                                          11
Building Strong Brands: Three key requirements.

1. Trust between Brand and Consumer




2. Common Identity between Brand and Consumer




3. Point of Difference between Brands in a Set




                                                  12
“A brand is the ‘personification’ of a
product, service, or even entire
company. Like any person, a brand
has a physical ‘body': in P&G's case,
the products and/or services it
provides…… like a person, a brand
must mature and change its product
over time. But its character, and core
beliefs shouldn't change.”
                       - Robert Blanchard, former P&G executive




                                                                  13
“Like human beings, all brands are
born equal. The trick is the same, to
prove one isn’t. Branding is the art
and science of identifying and
fulfilling human physical and
emotional needs by capturing their
attention, imagination and emotion.”

                         - Idris Mootee Strategy Consultant




                                                              14
“The art of marketing is the
art of brand building. If you are
not a brand, you are a
commodity. Then price is
everything and the low-cost
producer is the only winner.”

                         - Philip Kotler Kellogg




                                                   15
In the world in which brands rule,
products are no longer bundles of
functional characteristics but
rather a means to create
meanings. Thanks to the Internet
and the web 2.0, information
abundance is so great that it
becomes an overload — more
than anyone can digest.



                                     16
A product is something that is made
in a factory; a brand is something
that is made up of trust and
relationships. A product is an
object; a brand is a personality. A
product is sold by a merchant; a
brand is bought by a customer. A
product can be easily copied by a
competitor; a brand is unique.



                                      17
Product proliferation creates so
many choices that they overload
our ability to differentiate or choose
what we value — so how do we
choose? Brands help us choose.
Brands are invaluable tools to
break through clutter and help us
make choices.




                                         18
What Brand is Not:




Exercise: Think about the following statements and see to what extend the
people around you still mistaken brands as solely what is mentioned here.   19
What Brand is Not:

1.Trade marks
(these are legal
properties)




                     20
What Brand is Not:

2. Mission statement
(this is a reminder).




                        21
What Brand is Not:

3. Logo or slogan
(these are your
signatures).




                     22
What Brand is Not:

4. Product or
service (these are
the tangibles).




                     23
What Brand is Not:

5. Advertising (they
only deliver your
messages)




                       24
What is the starting point of a Brand strategy?




Exercise: Try answer the following three questions for a brand that you
know well or deeply attached for whatever reasons.                        25
Ask these questions:

1. What is the deep
need that we satisfy?
What is our raison
d'être ?



                        26
Ask these questions:

2.What is our core
competence?
What are we
really good at ?



                       27
Ask these questions:

3.What is reason for
this brand to exist in
this world?




                         28
Ask these questions:

   4.What is the role of
   branding within the
   context of business
   strategy?
   See the brand taxonomy matrix in the following slide




Exercise: The following is a brand taxonomy framework that is used to discuss and
identify fundamentally different entry point to developing a brand strategy.        29
Brands focus on their
                      meanings and values
                      rather than functions




Brands tightly                                   Brands have almost
identified with the                              become product-
product or range                                 independent
of products




                       Brands focus largely
                       on their core functions
                       and purposes




                                                                      30
Do not make the mistake of
          Corporate                          Internal
                                                         letting your brand image
          Strategy                           Branding
                                                         taking over and become the
                                                         brand identity. It’s only one
                                                         part of the equation - not the
                                                         whole equation.
                                   Brand
                                  Strategy

               Brand
                                              Service
               Identity
                                              Design
      Brand
      Images


          Brand
          Attributes      Brand
                          Associations




Exercise: Think about how often people mistakenly let the brand image drive
the brand strategy. In your opinion, what is wrong with this?                         31
Decision Map for Brand Choices

                                          Does the brand currently serve
                                        strategically (size and profitability)
                                        important or attractive segments?
                                                     Yes       No


                                                                                       Are there any other strategic
        Does the brand qualify as a
                                                                                       reasons to retain the brand?
           Leadership Brand ?
                                                                                   Yes                   No
      Yes       No
                                                                                                         Does it add value to other
        Does the brand have the potential to                  Can the brand be leveraged
                                                                                                            existing brands or
                                                                   in new markets?
          become a Leadership Brand?
                                                                                                               businesses?
                                      Yes     No
                                                                    Yes           No
                                                   Does it add value to
                     Are we willing or can                                             Is there a reason to keep or
                                                   other existing brands                further develop a brand in
                     we afford to invest in
                                                                                              this category?
                                                      or businesses?
                         the brand?
                                                                                             Yes    No
                                Yes    No
                                                                       Keep as Niche Brand
            Leadership              Develop into                                                                Yes
              Brand               Leadership Brand
                                                       Yes    No
                                                                                                                 No
                                        Can the brand be            Spin-off or
                                         extended as a               Divest
                                         Yes No
                                         product line?

                                                    Roll-up
                      Brand Product-line
                                                                                                                                  32
Session one of eight.




www.mootee.typepad.com


                         OPEN SOURCE




                                       33

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Brand Masterclass Week One

  • 1. OPEN SOURCE Session One : What is a Brand? Definitions and taxonomies. Idris Mootee CEO Idea Couture Inc. 1 Sept 3, 2007
  • 2. All brand names mentioned and logos included in this presentation are registered trademarks of their respective owners and are legally protected. Their inclusion in this presentation is only for the purpose of illustration, criticism and analysis. Disclosure: Starbucks, Nike, Kitchen Aid, Jordan, Virgin, BMW, Nintendo, Crate & Barrel are clients of Blast Radius Inc. which I was formerly employed as Senior VP and Chief Strategist. The mentioning of these names is solely for academic purposes and should not be considered as case studies. The material here was prepared solely with public information supported by the author’s analysis during the writing of book 60-Minite Brand Strategist which was published in four languages. Other brand names including Levis, Apple, Mercedes Benz, Sony, Coca Cola, Macys, Target, Daimler Chrysler mentioned here were at some point were clients of firms which I was formerly employed or co- founded. No confidential or proprietary information were used or disclosed here . This series of presentation is designed to provide relevant and up-to-date information for brand and marketing practitioners and it should not be used in marketing or rendering of professional services. Some rights reserved. Idris Mootee 2001-2007. Presentation can be freely embedded in any website or blog under creative commons license with prohibition of any commercial use. 2
  • 3. What is a Brand? Exercise: Think about the following statements and see to what extend do you agree or disagree with them. There is no right or wrong answers. 3
  • 4. What is a Brand? 1. Is it the personification of an organization, product or service? 4
  • 5. What is a Brand? 2. Is it the source of a promise to the customer? Or is it a trust mark? 5
  • 6. What is a Brand? 3. Is it a set of associations that enhance or detract from the related product or service? 6
  • 7. What is a Brand? 4.Is it the main source of emotional connections with customers? 7
  • 8. What is a Brand? 5. Is it something that should drives the design of the ‘total customer experience’? 8
  • 9. What is a Brand? 6. Is it the single idea or concept or imbedded in the mind of the customer? 9
  • 10. Here are some point of views: 10
  • 11. Branding is often confused with a lot things such as advertising or corporate identity. The problem is, companies are still turning to branding as a panacea. Sometimes branding becomes a way to obfuscate relative sameness or make unfulfillable promises, instead of discovering, communicating uniqueness or as a vehicle to inspire greatness. 11
  • 12. Building Strong Brands: Three key requirements. 1. Trust between Brand and Consumer 2. Common Identity between Brand and Consumer 3. Point of Difference between Brands in a Set 12
  • 13. “A brand is the ‘personification’ of a product, service, or even entire company. Like any person, a brand has a physical ‘body': in P&G's case, the products and/or services it provides…… like a person, a brand must mature and change its product over time. But its character, and core beliefs shouldn't change.” - Robert Blanchard, former P&G executive 13
  • 14. “Like human beings, all brands are born equal. The trick is the same, to prove one isn’t. Branding is the art and science of identifying and fulfilling human physical and emotional needs by capturing their attention, imagination and emotion.” - Idris Mootee Strategy Consultant 14
  • 15. “The art of marketing is the art of brand building. If you are not a brand, you are a commodity. Then price is everything and the low-cost producer is the only winner.” - Philip Kotler Kellogg 15
  • 16. In the world in which brands rule, products are no longer bundles of functional characteristics but rather a means to create meanings. Thanks to the Internet and the web 2.0, information abundance is so great that it becomes an overload — more than anyone can digest. 16
  • 17. A product is something that is made in a factory; a brand is something that is made up of trust and relationships. A product is an object; a brand is a personality. A product is sold by a merchant; a brand is bought by a customer. A product can be easily copied by a competitor; a brand is unique. 17
  • 18. Product proliferation creates so many choices that they overload our ability to differentiate or choose what we value — so how do we choose? Brands help us choose. Brands are invaluable tools to break through clutter and help us make choices. 18
  • 19. What Brand is Not: Exercise: Think about the following statements and see to what extend the people around you still mistaken brands as solely what is mentioned here. 19
  • 20. What Brand is Not: 1.Trade marks (these are legal properties) 20
  • 21. What Brand is Not: 2. Mission statement (this is a reminder). 21
  • 22. What Brand is Not: 3. Logo or slogan (these are your signatures). 22
  • 23. What Brand is Not: 4. Product or service (these are the tangibles). 23
  • 24. What Brand is Not: 5. Advertising (they only deliver your messages) 24
  • 25. What is the starting point of a Brand strategy? Exercise: Try answer the following three questions for a brand that you know well or deeply attached for whatever reasons. 25
  • 26. Ask these questions: 1. What is the deep need that we satisfy? What is our raison d'être ? 26
  • 27. Ask these questions: 2.What is our core competence? What are we really good at ? 27
  • 28. Ask these questions: 3.What is reason for this brand to exist in this world? 28
  • 29. Ask these questions: 4.What is the role of branding within the context of business strategy? See the brand taxonomy matrix in the following slide Exercise: The following is a brand taxonomy framework that is used to discuss and identify fundamentally different entry point to developing a brand strategy. 29
  • 30. Brands focus on their meanings and values rather than functions Brands tightly Brands have almost identified with the become product- product or range independent of products Brands focus largely on their core functions and purposes 30
  • 31. Do not make the mistake of Corporate Internal letting your brand image Strategy Branding taking over and become the brand identity. It’s only one part of the equation - not the whole equation. Brand Strategy Brand Service Identity Design Brand Images Brand Attributes Brand Associations Exercise: Think about how often people mistakenly let the brand image drive the brand strategy. In your opinion, what is wrong with this? 31
  • 32. Decision Map for Brand Choices Does the brand currently serve strategically (size and profitability) important or attractive segments? Yes No Are there any other strategic Does the brand qualify as a reasons to retain the brand? Leadership Brand ? Yes No Yes No Does it add value to other Does the brand have the potential to Can the brand be leveraged existing brands or in new markets? become a Leadership Brand? businesses? Yes No Yes No Does it add value to Are we willing or can Is there a reason to keep or other existing brands further develop a brand in we afford to invest in this category? or businesses? the brand? Yes No Yes No Keep as Niche Brand Leadership Develop into Yes Brand Leadership Brand Yes No No Can the brand be Spin-off or extended as a Divest Yes No product line? Roll-up Brand Product-line 32
  • 33. Session one of eight. www.mootee.typepad.com OPEN SOURCE 33