Hello

WHAT YOULL LEARN:

A modern definition of brand

The five disciplines of brand-building

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READY?

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LETS START BY DISPELLING SOME MYTHS.

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FIRST
A brand is not a logo.

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SECOND
A brand is not an identity.

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FINALLY
A brand is not a product.
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So

what exactly
is a brand?

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A BRAND IS A PERSONS GUT FEELING ABOUT

A PRODUCT, SERVICE,
OR ORGANIZATION.

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In other words

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ITS NOT WHAT YOU SAY IT IS.

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ITS WHAT THEY SAY IT IS.

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WHY IS BRANDING SO HOT?

People have too many choices and too little time

Most offerings have similar quality and features We tend to base our buying choices on trust

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

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TRUST

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Does a brand have a dollar value?

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5 ways to measure brand value:

1 PRICE PREMIUM

2 CUSTOMER PREFERENCE

3 REPLACEMENT COST

4 STOCK PRICE

5 FUTURE EARNINGS

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COKES MARKET CAP, INCLUDING BRAND VALUE: $120 BILLION

WITHOUT THE BRAND, COKES GLASS WOULD BE HALF EMPTY.

COKES MARKET CAP, NOT INCLUDING BRAND VALUE: $50 BILLION

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The main purpose of branding is to get more people to buy more stuff for more years at a higher price.

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Brand

Business

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STRATEGIC THINKERS

CREATIVE THINKERS

Analytical Logical Linear

Intuitive Emotional

Spatial
Visual Physical

Numerical
Verbal

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

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When both sides work together,

you can build a charismatic brand.
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A CHARISMATIC BRAND is any product, service, or organization for which people believe theres no substitute.

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Any brand can be charismatic.

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EVEN

YOURS.

But first,

you have to master the FIVE DISCIPLINES OF BRAND-BUILDING.

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DISCIPLINE 1: DIFFERENTIATE

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WERE HARDWIRED TO NOTICE ONLY WHATS DIFFERENT.

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SOLUTION:

BE DIFFERENT.
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FEATURES

BENEFITS

EXPERIENCE

IDENTIFICATION

What it is

What it does

What you feel

Who you are

1900

1925

1950

2000

Marketing today is about creating tribes.

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People join different tribes for different activities.

DRIVING VOLKSWAGEN

READING
COMPUTING DELL

AMAZON

SPORTS NIKE

COOKING

WILLIAMS-SONOMA

BANKING

CITIBANK

TRAVEL
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ORBITZ

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The three most important words in differentiating your brand:

FOCUS

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FOCUS

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FOCUS

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IS THIS HOW YOUR CUSTOMERS SEE YOU?

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THE FOCUS TEST:

Who are you? What do you do?

Why does it matter?

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Unless you have compelling answers to these questions,

you need more focus.

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The most common reason for loss of focus is ILL-CONSIDERED BRAND EXTENSIONS.

EXAMPLE:

FOCUSED UNFOCUSED

PORSCHE = SPORTS CARS PORSCHE = SPORTS CARS + SUVS

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DISCIPLINE 2: COLLABORATE

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LIKE BUILDING A CATHEDRAL, BUILDING A BRAND IS A COLLABORATIVE PROJECT.

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It takes a village to build a brand.

THERE ARE THREE BASIC MODELS FOR ORGANIZING BRAND COLLABORATION:

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The ONE-STOP SHOP contains the resources to develop and steward the brand.

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CREATIVE SERVICES ADVERTISING DIRECT RESPONSE RESEARCH POP DISPLAYS EXHIBITS

IDENTITY

PUBLIC RELATIONS SUPPLIERS

EVENTS

PRODUCT DESIGN PROMOTIONS

PUBLICATIONS WEB DESIGN NAMING PACKAGING

BRAND STRATEGY

ANNUAL REPORTS

COMPANY

ONE-STOP SHOP SCORECARD

Easy to manage

Little choice of teams

Promise of consistency

Little ownership of brand

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The BRAND AGENCY hires best-of-breed firms to help develop and steward the brand.

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POP DISPLAYS CREATIVE SERVICES IDENTITY

DIRECT RESPONSE ADVERTISING

RESEARCH

ANNUAL REPORTS

SUPPLIERS

EVENTS BRAND AGENCY PROMOTIONS

NAMING

BRAND STRATEGY

PACKAGING PUBLICATIONS

PRODUCT WEB DESIGN DESIGN

PUBLIC RELATIONS EXHIBITS

COMPANY

BRAND AGENCY SCORECARD

Choice of teams Promise of consistency

Little ownership of brand

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The INTEGRATED MARKETING TEAM is managed internally with open collaboration among best-of-breed specialists.
ANNUAL REPORTS

CREATIVE SERVICES ADVERTISING

DIRECT

RESEARCH

RESPONSE

IDENTITY

EVENTS POP DISPLAYS

EXHIBITS

COMPANY

SUPPLIERS

PUBLIC RELATIONS PROMOTIONS

WEB DESIGN PACKAGING

PUBLICATIONS

BRAND STRATEGY

NAMING

PRODUCT DESIGN

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INTEGRATED MARKETING TEAM SCORECARD

Choice of teams Promise of consistency Ownership of brand

Difficult to manage

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IN REALITY, COLLABORATIVE NETWORKS ARENT THAT SIMPLE.

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and

thats OK.

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Collaborative networks are not new.

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A successful model has existed for years.

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Like building a cathedral, making a movie takes hundreds of collaborators.

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Smoocher Boy KELLY MARIN Agent Sims TREVOR CARMICHAEL Agent TownsendJOHN T. LANDON Agent Kruzic SHARON BONDLY Dijon PAUL DERAIN Jean-Michel JACQUES SOUVERAIN Keynes MICHAEL BRAND Corelli STEVEN GOLDSTEIN Johnston TRENT LOCKART Billie JACKSON BARNES Guards JOSEPH AKIO TERENCE BRADLEY MO DERENI ROBERT UNDERHILL KEN SILVER Librarian HILARY PROPRIATO Field Officer MICHAEL O. KELL Bus Driver HECTOR ABONDAS Night GuardNORMAN BRIER Meter Maid STACY BRECKSTEIN First Detective JOE KALEY Second Detective BRIAN BELSEN Beat Cop ABRAHAM LENDER Parking Cop T. T. MCBRIDE Helicopter Pilot VAN DERICKE First Old ManJOHN R. CARLSON Second Old ManVICTOR AMOS Tax Collector SEAN O' KENNA Stunt CoordinatorJEFFREY ROCKEN Assistant Stunt Coordinator DARREL TOM Stunt Doubles Carlos GEOFF WRIGHT MARK CONTADINA Mariana SUE SKENNIAN Ajax CHARLIE MARQUETTE Sgt. Santos VICTOR BANERAS Carter F. C. CAMERON Smoocher Boy TELLIE PANOPOULIS Agent Sims MARTIN AIRES Agent TownsendSTEFAN C. KAISER Dijon BILL MOORE Stunts BENJAMIN BARKELEY TONY BEAUJOLAIS GORDON COLERIDGE IVAN DEVERSON JILLIAN DRUCKER JOE EVANS BILL GEORGE JULIA HARRISON MICHAEL KANTER KENNETH KITTRIDGE TERRY LEVINSON TED MARSTEN GREG NEVILSON BOB OSBORNE PETE POLSON RAY TELSON FREDDIE STEEN CAB UPTON PETER YOUNG CORNELIA THERRIEN JEREMY TRICKETT RONALD DEAVER-WEBB ROBERT G. RUNYAN RAUL VALERIA STEVE ADRIAN BOB CARTER MICKEY DISANTIS MIKE FLANAGAN GEOFF IPSWICH BARRIE LAWRENCE JACKIE MACDOUGAL JAMES PETRICKE MARY STAUFFACHER

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Hong Kong Kung Fu Team YUAN Tiger CHU CHEN Dragon SEN

Manners and Modes Supervisor FRANCIE MAS Storyboard Artists CAREN THOMASON MIGUEL TRASERO FRANCES CHU PEDRO BOGANILLO NUALA CORIAN Art Department Researcher TRACY COLLISTON Art Department Coordinator Conceptual Designer SERGIO MOLO Graphics BENJAMIN HIRASUNA Illustrator STEPHANIE RAND Set Designers GERI DEMONDE STELLAN GRETZKE MADELINE BARR LANCE DUNSTABLE MARCO DIPAOLO DEN MCENERY Set Decorators LISA BARHAM DRU LEE MANNING CARRIE DUNE Script Supervisor MARIE BELLEAU Camera OperatorPAUL POLITO Steadycam Operator ROCK HANDLER 1st Assistant Camera GORDON ALBRIGHT 2nd Assistant CameraCRIS MORTEN Still Photographer BARRIE M. HORST Sound Recordist JACOB TREIB Boom Operators HORACE STEIN THOM CARRABINE Video OperatorART KELLEHER LUCIANO PROPRIO Props DAVID BELL Property Master ZUZU MANHEIM KAREN CAROLUS J. D. WHEATLY Action Vehicle Coordinators WILLIAM TREVANT Gaffer STU JEFFERSON Best Boy JOSH KNIPPLE Rigged Gaffers COLIN FARRINGDON PETER STANISLOV KIT GOINES BENNIE JAMESON RICK DEMIS STANLEY FREY G. G. NEWMAN Key Grip DAVID WEINBERG Head Grip RICKY MONROE Dolly Grips WILLI STRASBURG STAN BENTON CHARLES CRIVORN NORM LOFGREN VIC DOLAN GIORGIO VIVATO Rigging Grip TEL STEPHENOPOLIS Make-up Artists TRINI GONZALEZ MARCI STEIN

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BELINDA MCNAIR CARI DUNN MICHELLE TONAS ROBERTO BELLINI TRICIA RARIO

Dig Composite SupvTIM CURRIE DONALD VERES Digital CompositorsDAVID HUSSEIN BRIDGET QUESTED Background Artists FRANCESCA ROTI GREG STONE CGI Lead Animators WILL SUTTON INGE JOHANSSON CGI Animators DREW CRAIN URSULA BIERSCH

VISUAL LOGIC, LLC

VFX Supervisor JARED BAGMAN Programmer KAROL CONST System Admin RANDY HARDWICK Production Admin MAL GERICKE Production Aide CASS MONAHAN Producer PATRICE ARNEM Scene Graphics PEDRO CARILLO CGI Artist CoordSANDY PRIESTLY CGI Artists JOHN LANGORF BRENDA CALE CGI Designer MARK THOMAS KYLE M. SULLIVAN Compositors PATRICK MAHONEY STAV PROMIDES MARGRIET BILL TANIA SHAUB BENNET JURIAN I/O Supervisor CHUCK TRALIK Assorted Visual EffectsPENNY GARCIA Color Toner GRAYSON TRUE Negative Cutter SLIM DELGADO Titles Designed by BATOUTAHELL, INC Opticals by PACIFIC DREAMS, LLC Soundtrack Album onARTISTIC RECORDS, INC. Microscopic Cinematography by JAY FLAMMER

`The Producers Wish to Thank the Following NASA CITY OF NEW YORK THE MARITIME CENTER OF SYDNEY LOS ANGELES POLICE THE CITY OF BEND, OREGON SULTAN OF BRUNEI Filmed on Location in CAPE KENNEDY NEW YORK CITY SYDNEY, AUSTRALIA LOS ANGELES, CALIFORNIA BEND, OREGON

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Filmed with OMNIVISON Cameras and Lenses Color by COLORLAB, INC. Prints by VISTACHROME

DISCIPLINE 3: INNOVATE

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CREATIVITY IS WHAT GIVES BRANDS THEIR TRACTION IN THE MARKETPLACE.

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Why do companies have so much trouble with creativity?

Because creativity is right-brained, and strategy is left-brained.

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STRATEGIC THINKING

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CREATIVE THINKING

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QUESTION:

How do you know when an idea is innovative?

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ANSWER:

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WHEN IT SCARES THE HELL OUT OF EVERYBODY.

TOO PREDICTABLE

= NO SURPRISE NO SURPRISE = NOTHING NEW NOTHING NEW = NO VALUE

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To begin with, the brand needs a

stand-out name.

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A GREAT NAME deserves GREAT GRAPHICS.

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LOGOS ARE DEAD. LONG LIVE ICONS AND AVATARS!

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For products that sell at retail,

the package
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is often the best and last chance to make a sale.

The hardest-working packages follow a natural reading sequence.

THE SHOPPER:
1 2 3 4 5

Notices the package

Asks What is it? Wonders Why should I care? Wants to be persuaded Needs proof

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By presenting information to match this sequence, a package can sell the product more effectively.

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If you communicate with your customers

ONLINE,

your website needs to follow a SIMILAR reading sequence, one that supplies users with ONLY the information

they need, instead of trying to squeeze EVERYTHING onto the home page LIKE THIS and making your users do ALL the work, which will undoubtedly cause them to LEAVE, when all you really have to do is ask yourself this SIMPLE QUESTION:

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QUIZ:
Which of these sites looks easier to use?

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DISCIPLINE 4: VALIDATE

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means bringing the audience into the creative process.

VALIDATION

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SENDER

MESSAGE

RECEIVER

THE OLD COMMUNICATION MODEL WAS A MONOLOGUE.

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SENDER

MESSAGE

RECEIVER

THE NEW COMMUNICATION MODEL IS A DIALOGUE.

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QUESTION:

How can you test your most creative ideas BEFORE they get to market?

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HINT:

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Not with large quantitative studies or focus groups.

QUANTITATIVE STUDIES BURY THE PROBLEM IN HEAPS OF UNHELPFUL DATA.

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FOCUS GROUPS WERE INVENTED TO FOCUS THE RESEARCH, NOT BE THE RESEARCH.

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THE BEST TESTS ARE

CHEAP,
AND
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DIRTY.

Better a rough answer to the right question than a detailed answer to the wrong question.

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If the names and graphics of two trademarks are better when swapped, then neither is optimal.

EXISTING TRADEMARKS

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WITH NAMES SWAPPED

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CHEAP-QUICK-DIRTY TEST 2:

The HAND TEST is a proof for a distinctive voice.

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If you cant tell whos talking when the trademark is covered, then the brands voice is not distinctive.

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CHEAP-QUICK-DIRTY TEST 3:

The FIELD TEST is a proof for any concept that can be prototyped.

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If your audience cant verbalize your concept, youve failed to communicate it.

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Field tests measure five things:

1 DISTINCTIVENESS

2 RELEVANCE

3 MEMORABILITY

4 EXTENDABILITY

5 DEPTH OF MEANING

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DISCIPLINE 5: CULTIVATE

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Business is a process, not an entity.

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A living brand is a pattern of behavior, not a stylistic veneer.

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Brands are like people.

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C.

D.

E.

IF PEOPLE CAN CHANGE THEIR CLOTHES WITHOUT CHANGING THEIR CHARACTERS

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WHY CANT BRANDS?

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IF A BRAND LOOKS LIKE A DUCK AND SWIMS LIKE A DOG, PEOPLE WILL DISTRUST IT.

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So lets say youve

DIFFERENTIATED,

COLLABORATED,

INNOVATED,
AND VALIDATED.
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+
YOUVE ADDED THE LEFT BRAIN TO THE RIGHT BRAIN.

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Your brand is now NUMBER ONE in its category.

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Whats your next move?

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PASS OUT THE COMPASSES.

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Whats a compass?

A continuing brand education program.

Thank you!