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aboutbranding, babies and bubble baths
Expert in the House // PharmAssistant // Start-up Lisboa // 18 Feb’15
Then and Now
About Branding
THENIdentification Sign
NOWDifferentiation Asset
THENIdentification Sign
To Claim some Ownership
NOWDifferentiation AssetTo Chaise some Purpose
THENIdentification Sign
To Claim some OwnershipTo Sell Things
NOWDifferentiation AssetTo Chaise one PurposeTo Tell Stories
THENIdentification Sign
To Claim some OwnershipTo Sell Things
Mainly Functional
NOWDifferentiation AssetTo Chaise one PurposeTo Tell StoriesStrongly Relational
THENIdentification Sign
To Claim some OwnershipTo Sell Things
Mainly FunctionalTo endorse key attributes
NOWDifferentiation AssetTo Chaise one PurposeTo Tell StoriesStrongly RelationalTo engage trough emotions
THENIdentification Sign
To Claim some OwnershipTo Sell Things
Mainly FunctionalTo endorse key attributes
To be Reminded
NOWDifferentiation AssetTo Chaise one PurposeTo Tell StoriesStrongly RelationalTo engage trough emotionsTo be Remarkable
THENIdentification Sign
To Claim some OwnershipTo Sell Things
Mainly FunctionalTo endorse key attributes
To be Reminded
NOWDifferentiation AssetTo Chaise one PurposeTo Tell StoriesStrongly RelationalTo engage trough emotionsTo be Remarkable
Brands are continuously evolving.
They grow. Change. Adapt.
Immutable laws doesn’t suit the game anymore.
Values speak louder than features.
AKA
UNIQUE SELLING
PROPOSITION
UNIQUE SHAREABLE
PREMISE
MORE LIKE
Same principles apply also for a rebranding project, except one “minor” detail:
Branding its always about looking forward
BRAND NEW
Rebranding its a legacy management challenge
NEWBRAND
FEARATTRACTION/
CHANGE
TO
NEWBRAND
REBRANDING 101
don’t throw the baby out with the bathwater
REBRANDING 101
Specially if she’s your baby:)
don’t throw the baby out with the bathwater
NEWBRANDIts a Journey from Where You’re Standing...
NEWBRAND
... to What You’ll Stand for.
NEWBRANDA Leap for a Fresh new Tone and Positioning
NEWBRAND
Rebranding is a Chance to Look Things from New Angles
NEWBRAND
Look for the right angle
NEWBRAND
To find new brand perspectives that are far from sight.
NEWBRAND
Even if it goes a little too far :)
What does it takes to create or redefine a brand?
What about the Creative Process?
The Creative Process
The Creative Process
The Creative Process CONVENTIONS
KNOW-HOWMARKET RESEARCH
SWOT ANALYSISDEADLINES
The Creative Process CONVENTIONS
KNOW-HOWMARKET RESEARCH
SWOT ANALYSISDEADLINES
Strategy Gets Creative™
The Creative Process
INSIGHTSIDEAS
CREATIVITYBRANDS
DISRUPTIONS
Where to begin?
Simon Sinek
START WITH WHY
Here’s a little Story
about our
Why
There was a young man who was truly passionate
about sports cars and motorcycles. But he knew he could
not be a “sports car guy“ and a “motorcycle guy”,
as he believed the way you choose to get around says
a lot about how you see yourself as a person.
One day, another guy came by his coffee shop.
It was pouring rain that day as this guy parks his beautiful
chopper across the street and approaches the balcony,
dripping water all over the place.
Looking in sorrow at this poor soaked wet biker,
the young man asked him what he thought
to be a rhetorical question:
“Don’t you wish you had a car today?”
And the rider simply replied:
“No. I just wish it wasn’t raining today”.
Here’s a little Story
about our
Why
Thinkwide™ is all about creating strategies that will meet your purposes. Never the other way around.
