Date post: | 02-Jul-2015 |
Category: |
Marketing |
Upload: | patrick-mork |
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What is Branding?
Germanic / English origins from the 17th Century
- A piece of smouldering wood - To mark, burn a animal - A sword
Example
Vision: To create a more compassionate and connected
humanity
Strategy: To integrate location, communication, and the metagraph into a single tool that enables people to spend time together, communicate, and stay
connected over time.
Mission: Help people maintain and deepen relationships over a
lifetime.
Onto the 2nd Pyramid - The Brand Pyramid
What is the main idea or reason for being of this brand?
What kind of emotional benefits does the product /service provide?
What are the benefits derived from using the product /service?
What are the key benefits I get from this functionally?
What are the main features of the product /service?
Brand Essence
Emotional Benefit
Logical Benefits
Functional Benefits
Features
Example - Apple Brand Pyramid
Think Different
Rebellious / Artistic
Attractive, Fast, Elegant, Easy to use
Sleek Design, Fast Processors, Advanced OS
Brand Essence
Emotional Benefit
Functional Benefits
Features
So Start with your Brand Bible
Includes:
❖ Vision Pyramid
❖ Brand Pyramid
❖ Tone / Voice
❖ Attributes / Personality
❖ Phrases
❖ Messaging
❖ Brand logos
❖ Brand do’s / dont’s
❖ Color palette
❖ Creative examples
Methodology -‐ example
Management Interviews
Consumer Research
Compe66ve Research
• 10+ hours of 1:1 interviews
• Group sessions
and discussions
• Audio and wri8en transcripts
• 1000 Connect consumer interviews done using AYTM.com
• Data pulled from
1000+ App store reviews
• 22k emails from
Connect DB
• CompeEEve product usage / tesEng
• Leveraged
compeEEve survey
• Research on
compeEEve posiEoning
September – October 2014
1. Value proposition extends beyond its product
2. They make a difference and aren’t just different
3. Don’t interrupt people; they involve them
4. They engage our emotions
5. Help people help themselves
6. Consistency over time
In conclusion, what defines a great brand?