The World''s Most Important Brand is the Brand With Your Name On It. If branding is important to product success, it is just as important for Personal brands! But how do you develop and reinvent Personal Brands. In this case study, some autobiographical personal branding insights over a 19 year period are shared by Prof. Remigio Joseph De Ungria of the Ateneo Graduate School of Business.
4. www.josephdeungria.com
HOW TO BRAND?
This marketing case study covers:
1. Selecting & Building Brand DNA
2. Creating a unique brand logo
3. Building a brand story
4. Animating like a TV Commercial
5. Positioning the brand
6. Improving logo & positioning over time
5. www.josephdeungria.com
1a. Selecting your Brand DNA
1. DNA- Like Fingerprint, One of a Kind
2. USP – Unique Selling Proposition
3. Differentiator- What Makes Brand
Different from All Others
6. www.josephdeungria.com
1b. My personal Brand DNA
I teach MBA students at the Ateneo.
What is the best way to call this work?
1. Professor- ordinary and not best match
2. Coach- better description but still ordinary
3. Coach = Consistent Achievement: now has
meaning but still ordinary
4. Vcoach = Vision-Driven Consistent Achiever
7. www.josephdeungria.com
1c. Building Brand DNA
I teach marketing at the Ateneo.
What is the best way to further differentiate this?
1. Marketing – ordinary
2. Hypermarketing – “extra” but still ordinary
3. I believe that everything is both business and
personal…
4. Hypermarketing2= Highly personal, high
performance marketing! (2nd Brand DNA)
8. www.josephdeungria.com
HOW TO BRAND?
This marketing case study covers:
1. Selecting & Building Brand DNA
2. Creating a unique brand logo
3. Building a brand story
4. Animating like a TV Commercial
5. Positioning the brand
6. Improving logo & positioning over time
9. www.josephdeungria.com
From 2009 to 2010,
this was my modified brand logo
using an image lifted from the internet
V
vCoach
Comment:
Better than nothing,
but a poor branding effort
10. www.josephdeungria.com
I decided that it was time to really
practice what I preach by levelling up
the personal brand…
1. Selecting & Building Brand DNA
2. Creating a unique brand logo
3. Building a brand story
4. Animating like a TV Commercial
5. Positioning the brand
6. Improving logo & positioning over time
16. www.josephdeungria.com
Positioning in the minds of the target
markets: my students
1. Selecting & Building Brand DNA
2. Creating a unique brand logo
3. Building a brand story
4. Animating like a TV Commercial
5. Positioning the brand
6. Improving logo & positioning over time
21. www.josephdeungria.com
The Brand has to evolve!
1. Selecting & Building Brand DNA
2. Creating a unique brand logo
3. Building a brand story
4. Animating like a TV Commercial
5. Positioning the brand
6. Improving logo & positioning over time
27. www.josephdeungria.com
# Hashtag emphasizes
that 21st century technology
hyperlinks our 1 personal & business brand
to everything
#Hyperlinked
Whether
We like it or not
Whether
We know it or not
36. www.josephdeungria.com
Summary
20 yr Brand r-Evolution (1994-2013)
1994- 2008
NO PERSONAL
BRANDING
Remigio Joseph
De Ungria
common “Coach”
Bong De Ungria
2009-2010
Josephdeungria.com
V
vCoach
37. www.josephdeungria.com
Summary
20 yr Brand r-Evolution (1994-2013)
1994- 2008
NO PERSONAL
BRANDING
Remigio Joseph
De Ungria
common “Coach”
Bong De Ungria
2009-2010
Josephdeungria.com
2011-2012
Hypermarketing 2
Vcoach Serves!
Contamination
Marketing
V
vCoach
38. www.josephdeungria.com
Summary
20 yr Brand r-Evolution (1994-2013)
1994- 2008
NO PERSONAL
BRANDING
Remigio Joseph
De Ungria
common “Coach”
Bong De Ungria
2009-2010
Josephdeungria.com
2011-2012
Hypermarketing 2
Vcoach Serves!
Contamination
Marketing
2013
Hypermarketing 3
V
vCoach
39. www.josephdeungria.com
Student Assignment
Create your brand today!
1. Identify what makes you unique (Brand
DNA/ USP/ Differentiator)
2. Create a unique brand logo
3. Building a brand story
4. Animate like a TV Commercial
5. Position what the brand can do
6. Improving logo & positioning over time