1.HOW TO BRIDGE THE DISTANCE BETWEEN BUSINESS STRATEGYAND DESIGN

2. A VISUAL PRESENTATION BY MARTY NEUMEIERNEUTRONLLC.COM 3. Produced by NEUTRON LLCin 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 the author. 4. WHAT YOULL LEARN:1 A modern definition of brand 2 The five disciplines of brand-building NEUTRONLLC.COM 5. READY? NEUTRONLLC.COM 6. LETS START BY DISPELLING SOME MYTHS. NEUTRONLLC.COM 7. FIRSTA brand is not a logo. NEUTRONLLC.COM 8. NEUTRONLLC.COM 9. SECONDA brand is not an identity. NEUTRONLLC.COM 10. NEUTRONLLC.COMX 11. FINALLYA brand is not a product. NEUTRONLLC.COM 12. NEUTRONLLC.COM 13. So what exactly is a brand? NEUTRONLLC.COM 14. A BRAND IS A PERSONSGUT FEELING ABOUTA PRODUCT, SERVICE,OR ORGANIZATION. NEUTRONLLC.COM 15. NEUTRONLLC.COM 16. In other words NEUTRONLLC.COM 17. ITS NOT WHAT YOU SAY IT IS. NEUTRONLLC.COM 18. ITS WHAT THEY SAY IT IS.NEUTRONLLC.COM 19. WHY IS BRANDING SO HOT? 1People have too many choices and too little time2Most offerings have similar quality and features3We tend to base our buying choices on trust NEUTRONLLC.COM 20. THERE ARE 1,349 CAMERAS ON THE MARKET.HOW DO YOU DECIDE WHICH ONE TO BUY? NEUTRONLLC.COM 21. TRUST NEUTRONLLC.COM 22. NEUTRONLLC.COM 23. $Does a brand have a dollar value? NEUTRONLLC.COM 24. AND HOW. NEUTRONLLC.COM 25. 5 ways to measure brand value: 1 PRICE PREMIUM2 CUSTOMER PREFERENCE3 REPLACEMENT COST4 STOCK PRICE5 FUTURE EARNINGSNEUTRONLLC.COM 26. THIS SELECTION FROM INTERBRANDS TOP 100 LISTSHOWS WHY BRANDS ARE WORTH PROTECTING: 2001% CHANGEBRAND VALUEBRAND BRAND VALUEBRAND VS.AS % OFNAME($MM)PREVIOUS YEARMARKET CAP COCA-COLA 68,945 -5% 61%MICROSOFT 65,068 -7% 17%IBM 52,752 -1% 27%FORD30,092-17% 66%MERCEDES21,728+3%48%HONDA 14,638 -4% 33%BMW 13,858+7%62%KODAK 10,801 -9% 82%GAP8,746 -6% 35%NIKE 7,589 -5% 66%PEPSI6,214 -6%9%XEROX6,019-38% 93%APPLE5,464-17% 66%STARBUCKS1,757 +32%21% NEUTRONLLC.COM 27. COKES MARKET CAP, INCLUDING BRAND VALUE: $120 BILLIONWITHOUT THE BRAND,COKES GLASS WOULDBE HALF EMPTY. COKES MARKET CAP, NOT INCLUDING BRAND VALUE: $50 BILLION NEUTRONLLC.COM 28. The main purpose of branding is to get more people to buy more stuff for more years at a higher price. NEUTRONLLC.COM 29. BS = BANG NEUTRONLLC.COMbSUCCESSBUCK 30. BrandBusiness NEUTRONLLC.COM 31. PREDICTIONBRAND WILL BECOME THE MOST POWERFULSTRATEGIC TOOL SINCE THE SPREADSHEET.NEUTRONLLC.COM 32. PROBLEMIn most companies, STRATEGYis separated from CREATIVITY by a wide gap. NEUTRONLLC.COM 33. STRATEGIC THINKERSCREATIVE THINKERS Analytical IntuitiveLogicalEmotional LinearSpatialNumericalVisual VerbalPhysicalNEUTRONLLC.COM 34. DOES THE LEFT BRAIN KNOW WHAT THE RIGHT BRAIN IS DOING? NEUTRONLLC.COM 35. When both sides work together,you can build a charismatic brand.NEUTRONLLC.COM 36. A CHARISMATIC BRAND is any product,service, or organization for whichpeople believe theres no substitute. NEUTRONLLC.COM 37. QUIZ :NEUTRONLLC.COMWhich of these brands are charismatic? AMAZON HITACHI OXO GOODGRIPSAPPLEHOME DEPOTPEPSI-COLABURGER KINGIKEAPRELLCOLDWATER CREEKKMART RCADASANI KRISPY KREMEREEBOKDISNEY LEVISRUBBERMAIDDK BOOKS LONGS DRUGS SAFEWAYEVEREADY MACYSSAMSUNGFORD MINI COOPER SEARSGENERAL ELECTRIC NEWSWEEKSOUTHWEST AIRLINESGOOGLE NISSANUNITED ARTISTSHANESNORDSTROM VIRGIN 38. QUIZ :NEUTRONLLC.COMWhich of these brands are charismatic? AMAZON HITACHI OXO GOODGRIPSAPPLEHOME DEPOTPEPSI-COLABURGER KINGIKEAPRELLCOLDWATER CREEKKMART RCADASANI KRISPY KREMEREEBOKDISNEY LEVISRUBBERMAIDDK BOOKS LONGS DRUGS SAFEWAYEVEREADY MACYSSAMSUNGFORD MINI COOPER SEARSGENERAL ELECTRIC NEWSWEEKSOUTHWEST AIRLINESGOOGLE NISSANUNITED ARTISTSHANESNORDSTROM VIRGIN 39. Any brand can be charismatic. NEUTRONLLC.COM 40. NEUTRONLLC.COM EVEN YOURS. 41. But first, you have to master the FIVE DISCIPLINES OF BRAND-BUILDING . NEUTRONLLC.COM 42. DISCIPLINE 1: DIFFERENTIATE NEUTRONLLC.COM 43. NEUTRONLLC.COM 44. WERE HARDWIRED TO NOTICE ONLY WHATS DIFFERENT. NEUTRONLLC.COM 45. SOLUTION: BE DIFFERENT.NEUTRONLLC.COM 46. FEATURES BENEFITSEXPERIENCEIDENTIFICATION What it is What it does What you feelWho you are 1900 1925 19502000Marketing today is about creating tribes. NEUTRONLLC.COM 47. People join different tribes for different activities. DRIVINGVOLKSWAGENREADINGAMAZONCOMPUTING DELL SPORTS NIKECOOKINGWILLIAMS-SONOMA BANKING CITIBANK TRAVELORBITZ NEUTRONLLC.COM 48. ON SUNDAYS THEY WORSHIP HARLEY, GOD OF THE OPEN ROAD. NEUTRONLLC.COM 49. NEUTRONLLC.COM The three most important words in differentiating your brand: 50. 1 FOCUS NEUTRONLLC.COM 51. 2FOCUS NEUTRONLLC.COM 52. 3FOCUSNEUTRONLLC.COM 53. IS THIS HOW YOUR CUSTOMERS SEE YOU? NEUTRONLLC.COM 54. THE FOCUS TEST: 1 Who are you?2 What do you do?3 Why does it matter? NEUTRONLLC.COM 55. Unless you have compelling answers to these questions, you need more focus.NEUTRONLLC.COM 56. NEUTRONLLC.COM The most common reason for loss of focus is ILL-CONSIDERED BRAND EXTENSIONS. 57. EXAMPLE:FOCUSED PORSCHE = SPORTS CARS UNFOCUSEDPORSCHE = SPORTS CARS + SUVS NEUTRONLLC.COM 58. NEUTRONLLC.COM 59. NEUTRONLLC.COM EXAMPLE: THE GOOD GRIPS BRAND HAS GROWN STRONGER WITH EVERY BRAND EXTENSION. 60. DISCIPLINE 2: COLLABORATE NEUTRONLLC.COM 61. LIKE BUILDINGA CATHEDRAL,BUILDING A BRAND IS A COLLABORATIVEPROJECT. NEUTRONLLC.COM 62. NEUTRONLLC.COM It takes a village to build a brand. 63. THERE ARE THREE BASIC MODELSFOR ORGANIZING BRAND COLLABORATION: NEUTRONLLC.COM 64. The ONE-STOP SHOPNEUTRONLLC.COMcontains the resourcesC R E AT I V E SERVICESA DV E RT I S I N G to develop andDIRECT RESPONSEsteward the brand. RESEARCHPOPD I S P L AY S EXHIBITS PUBLIC IDENTITYR E L AT I O N SSUPPLIERS EVENTSPRODUCT DESIGNPROMOTIONSP U B L I C AT I O N S BRANDST R AT E G YWEBDESIGNNAMINGPA C K A G I N GANNUAL REPORTSC O M PA N Y 65. ONE-STOP SHOP SCORECARD Easy to manageLittle choice of teams Promise of consistencyLittle ownership of brand NEUTRONLLC.COM 66. The BRAND AGENCYPOPNEUTRONLLC.COM D I S P L AY Shires best-of-breedC R E AT I V ESERVICESfirms to help develop IDENTITYRESEARCH DIRECTand steward the brand. RESPONSEA DV E RT I S I N GANNUAL REPORTSSUPPLIERS EVENTSBRAND AGENCY PROMOTIONS NAMING BRANDS T R AT E G Y PA C K A G I N G P U B L I C AT I O N S PRODUCTWEBDESIGNDESIGNPUBLICR E L AT I O N S EXHIBITSC O M PA N Y 67. BRAND AGENCY SCORECARD Choice of teamsLittle ownership of brand Promise of consistency NEUTRONLLC.COM 68. The INTEGRATED MARKETING TEAM is managed internally with open collaboration among C R E AT I V E S E RV I C E SA DV E RT I S I N G best-of-breed specialists.RESEARCH DIRECTRESPONSEANNUAL IDENTITYREPORTS EVENTSPOPD I S P L AY SEXHIBITS C O M PA N Y SUPPLIERS PUBLIC R E L AT I O N S PROMOTIONSWEB DESIGN PA C K A G I N G BRANDP U B L I C AT I O N SS T R AT E G Y NAMING PRODUCTDESIGN NEUTRONLLC.COM 69. INTEGRATED MARKETING TEAM SCORECARD Choice of teamsDifficult to manage Promise of consistency Ownership of brand NEUTRONLLC.COM 70. IN REALITY, COLLABORATIVENETWORKS ARENT THAT SIMPLE. NEUTRONLLC.COM 71. andthats OK. NEUTRONLLC.COM 72. Collaborative networks are not new. NEUTRONLLC.COM 73. A successful model has existed for years.NEUTRONLLC.COM 74. NEUTRONLLC.COM 75. Like building a cathedral, making a movie takes hundreds of collaborators. NEUTRONLLC.COM 76. JOEL DARTMOUTHSmoocher BoyKELLY MARIN Agent Sims TREVOR CARMICHAELAgent TownsendJOHN T. LANDON Agent Kruzic SHARON BONDLY DijonPAUL DERAINJean-Michel JACQUES SOUVERAIN Keynes MICHAEL BRANDCorelli STEVEN GOLDSTEIN Johnston TRENT LOCKART Billie JACKSON BARNES Guards JOSEPH AKIO TERENCE BRADLEYMO DERENIROBERT UNDERHILLKEN SILVERLibrarian HILARY PROPRIATOField Officer MICHAEL O. KELLBus Driver HECTOR ABONDAS Night Guard NORMAN BRIERMeter Maid STACY BRECKSTEIN First Detective JOE KALEYSecond Detective BRIAN BELSENBeat Cop ABRAHAM LENDERParking Cop T. T. MCBRIDEHelicopter Pilot VAN DERICKE First Old Man JOHN R. CARLSONSecond Old Man VICTOR AMOS Tax Collector SEAN O' KENNAStunt Coordinator JEFFREY ROCKENAssistant Stunt Coordinator DARREL TOM Stunt DoublesCarlosGEOFF WRIGHT MARK CONTADINAMariana SUE SKENNIANAjax CHARLIE MARQUETTESgt. Santos VICTOR BANERASCarter F. C. CAMERONSmoocher Boy TELLIE PANOPOULISAgent Sims MARTIN AIRESAgent Townsend STEFAN C. KAISER Dijon BILL MOOREStuntsSTEVE ADRIANBENJAMIN BARKELEY TONY BEAUJOLAISBOB CARTERGORDON COLERIDGEIVAN DEVERSONMICKEY DISANTIS JILLIAN DRUCKER JOE EVANSMIKE FLANAGAN BILL GEORGE JULIA HARRISONGEOFF IPSWICH MICHAEL KANTERKENNETH KITTRIDGEBARRIE LAWRENCE TERRY LEVINSONTED MARSTENJACKIE MACDOUGALGREG NEVILSON BOB OSBORNEJAMES PETRICKEPETE POLSON RAY TELSONMARY STAUFFACHERFREDDIE STEEN CAB UPTONCORNELIA THERRIEN JEREMY TRICKETT PETER YOUNGRAUL VALERIARONALD DEAVER-WEBBROBERT G. RUNYAN Hong Kong Kung Fu Team NEUTRONLLC.COMYUAN Tiger CHUCHEN Dragon SEN 77. Manners and Modes Supervisor FRANCIE MASStoryboard Artists CAREN THOMASON MIGUEL TRASERO FRANCES CHU PEDRO BOGANILLO Art Department Researcher NUALA CORIANArt Department Coordinator TRACY COLLISTON Conceptual Designer SERGIO MOLO Graphics BENJAMIN HIRASUNA Illustrator STEPHANIE RAND Set Designers GERI DEMONDE STELLAN GRETZKE MADELINE BARR LANCE DUNSTABLE MARCO DIPAOLO DEN MCENERYSet Decorators LISA BARHAM DRU LEE MANNING CARRIE DUNE Script Supervisor MARIE BELLEAU Camera Operator PAUL POLITOSteadycam Operator ROCK HANDLER 1st Assistant Camera GORDON ALBRIGHT2nd Assistant Camera CRIS MORTEN Still Photographer BARRIE M. HORSTSound Recordist JACOB TREIBBoom Operators HORACE STEIN THOM CARRABINEVideo Operator ART KELLEHER LUCIANO PROPRIO Props DAVID BELL Property Master ZUZU MANHEIM KAREN CAROLUS J. D. WHEATLYAction Vehicle Coordinators WILLIAM TREVANTGaffer STU JEFFERSON Best Boy JOSH KNIPPLERigged Gaffers COLIN FARRINGDON PETER STANISLOV KIT GOINES BENNIE JAMESON RICK DEMIS STANLEY FREY G. G. NEWMANKey Grip DAVID WEINBERGHead Grip RICKY MONROEDolly Grips WILLI STRASBURG STAN BENTON CHARLES CRIVORN NORM LOFGREN VIC DOLAN GIORGIO VIVATO Rigging Grip TEL STEPHENOPOLIS Make-up Artists TRINI GONZALEZ MARCI STEIN BELINDA MCNAIR CARI DUNN NEUTRONLLC.COM MICHELLE TONAS ROBERTO BELLINI 78. Dig Composite SupvTIM CURRIE DONALD VERESDigital CompositorsDAVID HUSSEIN BRIDGET QUESTEDBackground Artists FRANCESCA ROTI GREG STONECGI Lead Animators WILL SUTTON INGE JOHANSSON CGI Animators DREW CRAIN URSULA BIERSCHVISUAL LOGIC, LLCVFX Supervisor JARED BAGMAN ProgrammerKAROL CONST System AdminRANDY HARDWICK Production AdminMAL GERICKE Production Aide CASS MONAHANProducer PATRICE ARNEMScene Graphics PEDRO CARILLO CGI Artist CoordSANDY PRIESTLYCGI ArtistsJOHN LANGORF BRENDA CALE CGI DesignerMARK THOMAS KYLE M. SULLIVAN Compositors PATRICK MAHONEY STAV PROMIDES MARGRIET BILL TANIA SHAUB BENNET JURIAN I/O SupervisorCHUCK TRALIKAssorted Visual EffectsPENNY GARCIA Color Toner GRAYSON TRUENegative CutterSLIM DELGADO Titles Designed byBATOUTAHELL, INC Opticals by PACIFIC DREAMS, LLC Soundtrack Album on ARTISTIC RECORDS, INC.Microscopic Cinematography byJAY FLAMMER `The Producers Wish to Thank the Following NASA CITY OF NEW YORKTHE MARITIME CENTER OF SYDNEYLOS ANGELES POLICE THE CITY OF BEND, OREGON SULTAN OF BRUNEI Filmed on Location inCAPE KENNEDYNEW YORK CITY SYDNEY, AUSTRALIALOS ANGELES, CALIFORNIABEND, OREGONFilmed with OMNIVISON Cameras and Lenses NEUTRONLLC.COM Color by COLORLAB, INC.Prints by VISTACHROME 79. IN THE 1990s, CREATIVE COLLABORATION SPREAD TO BRAND-BUILDING. NEUTRONLLC.COM 80. EXAMPLE:The Netscape brand was built on the Hollywood model. NEUTRONLLC.COM 81. MYTH:Wide experienceleads to deep insights. NEUTRONLLC.COM 82. FACT: Deep insights comefrom deep experience.NEUTRONLLC.COM 83. NEUTRONLLC.COM 84. NEUTRONLLC.COM 85. WHY? NEUTRONLLC.COM 86. Because the mathematics of collaborationis nothing less than MAGIC. NEUTRONLLC.COM 87. DISCIPLINE 3: INNOVATE NEUTRONLLC.COM 88. Executionnot strategyis where the rubber meets the road. NEUTRONLLC.COM 89. CREATIVITY IS WHAT GIVES BRANDS THEIR TRACTION IN THE MARKETPLACE. NEUTRONLLC.COM 90. Why do companies have so much trouble with creativity? Because creativity is right-brained, and strategy is left-brained. NEUTRONLLC.COM 91. A BC DSTRATEGIC THINKING NEUTRONLLC.COM 92. V Z D QCREATIVE THINKING NEUTRONLLC.COM 93. NEUTRONLLC.COM 94. THE REASON THE BEATLES WERE WILDLY SUCCESSFUL IS BECAUSE THEY NEVER DID THE SAME THING ONCE. NEUTRONLLC.COM 95. QUESTION:How do you know when an idea is innovative? NEUTRONLLC.COM 96. ANSWER: NEUTRONLLC.COM WHEN IT SCARES THE HELL OUT OF EVERYBODY. 97. TOO PREDICTABLE = NO SURPRISE NO SURPRISE = NOTHING NEW NOTHING NEW = NO VALUE NEUTRONLLC.COM 98. To begin with,the brand needs a stand-out name. NEUTRONLLC.COM 99. The seven criteria of a stand-out name: 1 DISTINCTIVENESS2 BREVITY3 APPROPRIATENESS4 EASY SPELLING AND PRONUNCIATION5 LIKABILITY6 EXTENDABILITY NEUTRONLLC.COM 7 PROTECTABILITY 100. A GREATNAME deserves GREAT GRAPHICS . NEUTRONLLC.COM 101. NEWS LOGOS ARE DEAD. LONG LIVE ICONS AND AVATARS! FLASH! NEUTRONLLC.COM 102. An ICON is a name and visual symbolthat suggests a market position. NEUTRONLLC.COM 103. EXAMPLE:CBS. The network for eye-popping television.NEUTRONLLC.COM 104. An AVATAR is a brand icon thatcan move, change, and operatefreely in various media. NEUTRONLLC.COM 105. EXAMPLE: CINGULAR : The self-expression cellular service. NEUTRONLLC.COM 106. For products that sell at retail, the package NEUTRONLLC.COM is often the best and last chance to make a sale. 107. The hardest-working packages follow a natural reading sequence. THE SHOPPER : 1 Notices the package 2 Asks What is it? 3 Wonders Why should I care? 4 Wants to be persuaded 5 Needs proof NEUTRONLLC.COM 108. By presenting information to match this sequence, a package can sell the product more effectively. NEUTRONLLC.COM 109. 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 : NEUTRONLLC.COM 110. NEUTRONLLC.COM Does our website look fat in this dress? 111. Too many websites are bloated with irrelevant information. NEUTRONLLC.COM 112. WHY? NEUTRONLLC.COM 113. 1 TURFISMO (Every department wants to be on the home page) NEUTRONLLC.COM 114. 2 FEATURITIS (Inexperienced communicators believe more is better) NEUTRONLLC.COM 115. 3 TECHNOPHOBIA (Experienced communicators resist new media) NEUTRONLLC.COM 116. QUIZ:Which of these sites looks easier to use? NEUTRONLLC.COM 117. NEUTRONLLC.COM 118. NEUTRONLLC.COM 119. DISCIPLINE 4: VALIDATE NEUTRONLLC.COM 120. VALIDATION means bringing theaudience into the creative process. NEUTRONLLC.COM 121. SENDER SENDERMESSAGE MESSAGE RECEIVER RECEIVERTHE OLD COMMUNICATION MODEL WAS A MONOLOGUE. NEUTRONLLC.COM 122. SENDER SENDER MESSAGEMESSAGERECEIVER RECEIVERTHE NEW COMMUNICATION MODEL IS A DIALOGUE. NEUTRONLLC.COM 123. QUESTION:How can you test your most creative ideasBEFORE they get to market? NEUTRONLLC.COM 124. HINT:NEUTRONLLC.COM Not with large quantitative studies or focus groups. 125. QUANTITATIVE STUDIES BURY THE PROBLEM IN HEAPS OF UNHELPFUL DATA. NEUTRONLLC.COM 126. FOCUS GROUPS WERE INVENTED TO FOCUS THE RESEARCH, NOT BE THE RESEARCH. NEUTRONLLC.COM 127. THE BEST TESTS ARE CHEAP, QUICK, ANDDIRTY. NEUTRONLLC.COM 128. Better a rough answer to the right question than a detailed answer to the wrong question. NEUTRONLLC.COM 129. NEUTRONLLC.COM 130. NEUTRONLLC.COM If the names and graphics of two trademarks are better when swapped, then neither is optimal. 131. EXISTING TRADEMARKS NEUTRONLLC.COM 132. WITH NAMES SWAPPED NEUTRONLLC.COM 133. CHEAP-QUICK-DIRTY TEST 2:The HAND TEST is a proof for a distinctive voice. NEUTRONLLC.COM 134. If you cant tell whos talking when the trademarkis covered, then the brands voice is not distinctive. NEUTRONLLC.COM 135. NEUTRONLLC.COM 136. CHEAP-QUICK-DIRTY TEST 3:The FIELD TEST is a proof for any conceptthat can be prototyped. NEUTRONLLC.COM 137. If your audience cant verbalize your concept,youve failed to communicate it. NEUTRONLLC.COM 138. SHOPPERS CHARACTERIZED THE PACKAGE CONCEPTON THE MIDDLE-RIGHT SHELF AS A FASTER PENCIL.BINGO. NEUTRONLLC.COM 139. Field tests measure five things:1 DISTINCTIVENESS 2 RELEVANCE 3 MEMORABILITY4 EXTENDABILITY 5 DEPTH OF MEANINGNEUTRONLLC.COM 140. TESTING MIGHT HAVE SAVED SOME OF THESE COMPANIES FROM THE GREAT SWOOSH EPIDEMIC. 141. HAS THE GLOBE BECOME THE NEW SWOOSH? NEUTRONLLC.COM 142. DISCIPLINE 5: CULTIVATE NEUTRONLLC.COM 143. Business is a process, not an entity. NEUTRONLLC.COM 144. A living brand is a pattern of behavior, not a stylistic veneer. NEUTRONLLC.COM 145. Brands are like people. NEUTRONLLC.COM 146. C. D.E. IF PEOPLE CAN CHANGE THEIR CLOTHES WITHOUT CHANGING THEIR CHARACTERS NEUTRONLLC.COM 147. WHY CANT BRANDS? NEUTRONLLC.COM 148. NEUTRONLLC.COM 149. NEUTRONLLC.COM 150. IF A BRAND LOOKS LIKE A DUCK AND SWIMS LIKE A DOG, PEOPLE WILL DISTRUST IT. NEUTRONLLC.COM 151. So lets say youveDIFFERENTIATED,COLLABORATED,INNOVATED,AND VALIDATED. NEUTRONLLC.COM 152. + YOUVE ADDED THE LEFT BRAIN TO THE RIGHT BRAIN. NEUTRONLLC.COM 153. NEUTRONLLC.COM 154. + + YOUVE USED TESTING TO BANISH THE FEAR OF STUPID. NEUTRONLLC.COM 155. Your brand is now NUMBER ONE in its category. NEUTRONLLC.COM 156. Whats your next move? NEUTRONLLC.COM 157. PASS OUT THE COMPASSES. NEUTRONLLC.COM 158. Whats a compass?NEUTRONLLC.COM 159. A continuing brand education program. NEUTRONLLC.COM 160. NEUTRONLLC.COM 161. NEUTRONLLC.COM 162. The moreD I S T R I B U T E Da brand becomes, the stronger its management needs to be. NEUTRONLLC.COM 163. What your company needs is a CBO, or CHIEF BRANDING OFFICER . NEUTRONLLC.COM 164. THE CBO FORMS A HUMAN BRIDGE BETWEEN LOGIC AND MAGIC, STRATEGY AND DESIGN. NEUTRONLLC.COM 165. C U LT I V AT I O ND I F F E R E N T I AT I O NV A L I D AT I O NC O L L A B O R AT I O NI N N O V AT I O NBY MASTERING THE FIVE DISCIPLINES OF BRANDING, THE COMPANY CREATES A VIRTUOUS CIRCLE. NEUTRONLLC.COM 166. WITH EVERY TURN AROUND THE CIRCLE, THE VALUE OF THE BRAND SPIRALS HIGHER. NEUTRONLLC.COM 167. YOU BUILD NEUTRONLLC.COM 168. A sustainable competitive advantage. NEUTRONLLC.COM 169. ABOUT THE AUTHORMarty Neumeier is president of a San Francisco-based brand consultancy, Neutron LLC. Neutron supplies the glue that holds brands together: brand education programs, seminars,workshops, creative audits, process planning, and more. Visit www.neutronllc.com. 170. Need books for your branding team?Bulk discounts on the THE BRAND GAP are available for educational and corporate groups.Contact BECKY.MORGAN@PEACHPIT.COM. NEUTRONLLC.COM