The brand

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HOW TO BRIDGE THE DISTANCE BETWEEN BUSINESS STRATEGY AND DESIGN

A VISUAL PRESENTATION BY MARTY NEUMEIER

Produced by NEUTRON LLC in partnership with NEW RIDERS PUBLISHING and THE AMERICAN INSTITUTE OF GRAPHIC ARTS

Copyright © 2003 Neutron LLC. For educational use only. No part of this presentation may be published, sold, or otherwise used for profit without the written permission of theauthor.

WHAT YOU’LL LEARN:

1

A modern definition of brand The five disciplines of brand-building

2

READY?

LET’S START BY DISPELLING SOME MYTHS.

FIRST
A brand is not a logo.

SECOND
A brand is not an identity.

X

FINALLY
A brand is not a product.

So

what exactly
is a brand?

A BRAND IS A PERSON’S GUT FEELING ABOUT A PRODUCT, SERVICE, ORORGANIZATION.

It’s a PERSON’S gut feeling, because brands are defined by individuals, not companies, markets, or publics.

It’s a GUT FEELING because people are emotional, intuitive beings.

In other words…

IT’S NOT WHAT YOU SAY IT IS.

IT’S WHAT THEY SAY IT IS.

WHY IS BRANDING SO HOT?

1

People have too many choices and too little time Most offerings have similar quality andfeatures We tend to base our buying choices on trust

2

3

THERE ARE 1,349 CAMERAS ON THE MARKET. HOW DO YOU DECIDE WHICH ONE TO BUY?

TRUST

T=r+d
TRUST RELIABILITY DELIGHT

Trust comes from meeting and beating customer expectations.

Does a brand have a dollar value?

$

AND HOW.

THIS SELECTION FROM INTERBRAND’S TOP 100 LIST SHOWS WHY BRANDS ARE WORTH PROTECTING:
2001BRAND NAME COCA-COLA MICROSOFT IBM FORD MERCEDES HONDA BMW KODAK GAP NIKE PEPSI XEROX APPLE STARBUCKS BRAND VALUE ($MM) 68,945 65,068 52,752 30,092 21,728 14,638 13,858 10,801 8,746 7,589 6,214 6,019 5,464 1,757 % CHANGE BRAND VS. PREVIOUS YEAR -5% -7% -1% -17% +3% -4% +7% -9% -6% -5% -6% -38% -17% +32% BRAND VALUE AS % OF MARKET CAP 61% 17% 27% 66% 48% 33% 62% 82% 35% 66% 9% 93% 66% 21%

COKE’SMARKET CAP, INCLUDING BRAND VALUE: $120 BILLION

WITHOUT THE BRAND, COKE’S GLASS WOULD BE HALF EMPTY.

COKE’S MARKET CAP, NOT INCLUDING BRAND VALUE: $50 BILLION

PREDICTION

BRAND WILL BECOME THE MOST POWERFUL STRATEGIC TOOL SINCE THE SPREADSHEET.

PROBLEM
In most companies, STRATEGY

is separated from CREATIVITY by a wide gap.

On one side of the gap are STRATEGIC THINKERSANALYTICAL LOGICAL LINEAR NUMERICAL VERBAL

On the other side are
CREATIVE THINKERS

INTUITIVE EMOTIONAL SPATIAL VISUAL PHYSICAL

DOES THE LEFT BRAIN KNOW WHAT THE RIGHT BRAIN IS DOING?

When both sides work together, you can build a charismatic brand.

A CHARISMATIC BRAND is any product, service, or organization for which people believe there’s no substitute.

QUIZ :

Which of thesebrands are charismatic?
AMAZON APPLE BURGER KING COLDWATER CREEK DASANI DISNEY DK BOOKS EVEREADY FORD GENERAL ELECTRIC GOOGLE HANES HITACHI HOME DEPOT IKEA KMART KRISPY KREME LEVI’S LONGS DRUGS MACY’S MINI COOPER NEWSWEEK NISSAN NORDSTROM OXO GOODGRIPS PEPSI-COLA PRELL RCA REEBOK RUBBERMAID SAFEWAY SAMSUNG SEARS SOUTHWEST AIRLINES UNITED ARTISTS VIRGIN

QUIZ :

Which of these brands arecharismatic?
AMAZON APPLE BURGER KING COLDWATER CREEK DASANI DISNEY DK BOOKS EVEREADY FORD GENERAL ELECTRIC GOOGLE HANES HITACHI HOME DEPOT IKEA KMART KRISPY KREME LEVI’S LONGS DRUGS MACY’S MINI COOPER NEWSWEEK NISSAN NORDSTROM OXO GOODGRIPS PEPSI-COLA PRELL RCA REEBOK RUBBERMAID SAFEWAY SAMSUNG SEARS SOUTHWEST AIRLINES UNITED ARTISTS VIRGIN

Any brand can be charismatic.

EVEN
YOURS.

Butfirst,

you have to master the FIVE

DISCIPLINES OF BRAND-BUILDING .

DISCIPLINE 1: DIFFERENTIATE

FACT:

Our brains act as filters to protect us from too much information.

WE’RE HARDWIRED TO NOTICE ONLY WHAT’S DIFFERENT.

SOLUTION:

BE DIFFERENT.

FEATURES

BENEFITS

EXPERIENCE

IDENTIFICATION

“What it is”

“What it does”

“What you feel”

“Who you are”...
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