Brand Flower

  • Published on
    18-Sep-2014

  • View
    3

  • Download
    0

Embed Size (px)

DESCRIPTION

Branding is not a marketing act. It's not a project. And you can't outsource it to anyone. So what the F is it and what can you do about it?

Transcript

<ul><li><p>What the F is Branding?And Why Should You Care?</p></li><li><p>Is It Being Very Good At Something?</p></li><li><p>No</p></li><li><p>Is It Being The Best At Something?</p></li><li><p>No</p></li><li><p>Its Being The Only One</p><p>And (Naturally) The Best...</p></li><li><p>...And Being Famous About It</p></li><li><p>Branding Must Be Done By You</p></li><li><p>Inside Out Not Outside In</p></li><li><p>Because Its All About You, Your Place, Your Product</p><p>And Your Company</p></li><li><p>What The F You Need To Make A Brand Then?</p></li><li><p>A Flower</p></li><li><p>The Brand Flower</p><p>SensesHearing</p><p>Sight TouchTaste</p><p>Smell</p><p>&amp;IRIXW</p><p>PriceValueProposition</p><p>Communication &amp; repetition</p><p>Story</p><p>Customer Service</p><p>BrandPersonalityPromise</p><p>Emotion</p><p>Language</p><p>Name</p><p>Money HabitsEffort</p><p>Time</p><p>Social</p><p>Looks</p></li><li><p>Why Branding Matters?</p></li><li><p>Because It Makes Things Easier To Understand</p></li><li><p>By Emotions</p></li><li><p>Not By Explanations</p></li><li><p>So You Can Work Easier</p></li><li><p>And Sell Easier</p></li><li><p>Is Your Brand Working? </p><p>Yes, If People Are Willing To Pay A Premium For It. </p><p>(Even Though Almost The Same Might Be Available Elsewhere For Less)</p></li><li><p>Branding MakesComplex Things Simple </p></li><li><p>Idea, Person, Product, Company Or Place</p></li><li><p>A Place Brand?</p></li><li><p>Ask Google:</p></li><li><p>Simple, Emotional Generalisation = Fast Truth</p></li><li><p>Places Compete With Other Places For People, Resources, </p><p>And Business</p></li><li><p>1. Nations 2. Regions3. Cities</p></li><li><p>Competition?</p></li><li><p>2.7 Million Small Cities/Towns, 3,000 Large Cities</p><p>455 Metropolises And196 Countries</p></li><li><p>To Win You Need To Be On Top Of Peoples Minds</p></li><li><p>How?</p></li><li><p>Simple: Be Famous!</p></li><li><p>Think: There Are Only3 Million Places But7 000 Million People</p></li><li><p>Your Fame Will Be Your Brand</p></li><li><p>You Should Aim On 2 Things:</p></li><li><p>FAMENAME</p><p>and</p></li><li><p>In The Future Everybody Will Be World Famous </p><p>For 15 minutesAndy Warhol</p></li><li><p>Andy Was Wrong</p></li><li><p>Fame Does Not Fade</p><p>It turns out that its much more than fteen minutes of fame If you do get </p><p>famous, youre likely to stay famous. Eran Shor, McGill associate professor of sociology </p></li><li><p>How to Create A Place Brand?</p></li><li><p>Two Roads:</p></li><li><p>Organic Or Strategic</p></li><li><p>Organic: No Control</p><p>SensesHearing</p><p>Sight TouchTaste</p><p>Smell</p><p>&amp;IRIXW</p><p>PriceValueProposition</p><p>Communication &amp; repetition</p><p>Story</p><p>Customer Service</p><p>PARISPersonalityPromise</p><p>Emotion</p><p>Language</p><p>Name</p><p>Money HabitsEffort</p><p>Time</p><p>Social</p><p>Looks</p></li><li><p>Strategic: Control</p><p>SensesHearing</p><p>Sight TouchTaste</p><p>Smell</p><p>&amp;IRIXW</p><p>PriceValueProposition</p><p>Communication &amp; repetition</p><p>Story</p><p>Customer Service</p><p>VEGASPersonalityPromise</p><p>Emotion</p><p>Language</p><p>Name</p><p>Money HabitsEffort</p><p>Time</p><p>Social</p><p>Looks</p></li><li><p>You Cant Control Everything:</p></li><li><p>Between 2007 And 2008, American Attractions, Such As The Grand Canyon, Became 3.5-percent More Scenic And Beautiful To The Rest Of The World.</p><p>Why?</p></li><li><p>First: Engage Your Own People</p></li><li><p>Second: Pick A Name</p></li><li><p>You Have a Name, Right?</p></li><li><p>Third: Be EXTRAordinaryOn One Thing Only</p></li><li><p>Make Sure That Your Own People Can Agree On Your One Thing: Whats In And </p><p>Whats Out.</p></li><li><p>Pepsodent?</p></li><li><p>Lapland?</p></li><li><p>Bothnian Bay?</p></li><li><p>Make Your One ThingAn Emotional Story</p></li><li><p>Make It Super Emotional</p></li><li><p>So ThatPeople Are Really</p><p>Dying For It</p></li><li><p>Make it Far-o</p></li><li><p>Make It Holy</p></li><li><p>Make It Dangerous</p></li><li><p>Make It Sexy</p></li><li><p>Make It Funny</p></li><li><p>Make It Worth The Eort</p></li><li><p>Make It Uncommon</p></li><li><p>Make It Expensive</p></li><li><p>Make It Free</p></li><li><p>Why?</p></li><li><p>It Is Emotional Only When You Go Over The Edge</p></li><li><p>Emotions Are The Key To Value And Remembering</p></li><li><p>Its About Surviving</p></li><li><p>Or About Regeneration</p></li><li><p>Simply:</p></li><li><p>About Sex or Death</p></li><li><p>Then Just Live Your Brand</p></li><li><p>Thats It, Really!</p></li><li><p>But Its Not Only Sunshine</p></li><li><p>Why Brands Fail?</p></li><li><p>Fifteen Deadly Sins</p></li><li><p>Over PromisingUnder Delivering</p><p>1</p></li><li><p>Not Promising At All</p><p>2</p></li><li><p>Making Boring Promises</p><p>3</p></li><li><p>Fear Of Being Original</p><p>4</p></li><li><p>Outsourcing Who You Are</p><p>And What You Do</p><p>5</p></li><li><p>Thinking Branding Only As Marketing Communication</p><p>6</p></li><li><p>SensesHearing</p><p>Sight TouchTaste</p><p>Smell</p><p>&amp;IRIXW</p><p>PriceValueProposition</p><p>Communication &amp; repetition</p><p>Story</p><p>Customer Service</p><p>BrandPersonalityPromise</p><p>Emotion</p><p>Language</p><p>Name</p><p>Money HabitsEffort</p><p>Time</p><p>Social</p><p>Looks</p><p>= Business Decisions</p></li><li><p>Thinking Branding Late In Development Processes</p><p>8</p></li><li><p>The house is ready!</p><p>Fine! Now lets just brand it as </p><p>a swimming hall or maybe a church. No wait make it feel like a railway station.</p></li><li><p>Ignoring Your People</p><p>7</p></li><li><p>No One Rules The Brand</p><p>9</p></li><li><p>Changing The Brand For No Good Reason</p><p>10</p></li><li><p>Trying To Please Everyone</p><p>11</p></li><li><p>Fear Of Upsetting Some People</p><p>12</p></li><li><p>BuyersHaters Likers</p><p>Dierence:</p><p>NICE</p><p>EDGY</p><p>Buyers</p></li><li><p>Letting Opinions Rule Over Expertise</p><p>13</p></li><li><p>Ignoring Consumer Needs</p><p>14</p></li><li><p>Trying To Be The Best Instead Of Dierent</p><p>15</p></li><li><p>Making Too Many Points</p><p>16</p></li><li><p>... Like I Just did</p></li><li><p>So Just Remember This:</p></li><li><p>SensesHearing</p><p>Sight TouchTaste</p><p>Smell</p><p>&amp;IRIXW</p><p>PriceValueProposition</p><p>Communication &amp; repetition</p><p>Story</p><p>Customer Service</p><p>BrandPersonalityPromise</p><p>Emotion</p><p>Language</p><p>Name</p><p>Money HabitsEffort</p><p>Time</p><p>Social</p><p>Looks</p><p>Its All About You</p></li><li><p>Juha Tahvonen</p></li></ul>