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1、HOW TO BRIDGE,THE DISTANCE BETWEEN,BUSINESS STRATEGY AND DESIGN,A VISUAL PRESENTATION BY MARTY NEUMEIER,Produced by NEUTRON LLC,in 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
2、be published, sold, or otherwise used for profit without the written permission of the author.,WHAT YOULL LEARN:,1,A modern definition of brand,2,The five disciplines of brand-building,READY?,LET S START BY DISPELLING SOME MYTHS.,FIRST,A brand is not a logo.,Ti liu tham kho - ,SECOND,A brand is not
3、an identity.,FINALLY,A brand is not a product.,So what exactly,is a brand?,A BRAND IS A PERSONS GUT FEELING ABOUT A PRODUCT, SERVICE, OR ORGANIZATION .,by individuals, not companies, markets, or publics.,Its a GUT FEELING because people,are emotional, intuitive beings.,In other words,IT S NOT WHAT Y
4、OU SAY IT IS.,ITS WHAT THEY SAY IT IS.,WHY IS BRANDING SO HOT?,1,People have too many choices and too little time,2,Most offerings have similar quality and features,3,We tend to base our buying choices on trust,THERE ARE 1,349 CAMERAS ON THE MARKET. HOW DO YOU DECIDE WHICH ONE TO BUY?,TRUST,T=r+d,TR
5、UST,RELIABILITY,DELIGHT,Trust comes from meeting and beating customer expectations.,$Does a brand have a dollar value?,AND HOW.,THIS SELECTION FROM INTERBRAND S TOP 1 0 0 LIST SHOWS WHY BRANDS ARE WORTH PROTECTING :,2001,% CHANGE,BRAND VALUE,BRAND,BRAND VALUE,BRAND VS.,AS % OF,NAME,($MM ),PREVIOUS Y
6、EAR,MARKET CAP,COCA -COLA,68,945,-5%,61%,MICROSOFT,65,068,-7%,17%,I BM,52,752,-1%,27%,FORD,30,092,-17%,66%,MERCEDES,21,728,+ 3 %,48%,HONDA,14,638,-4%,33%,BMW,13,858,+ 7 %,62%,KODAK,10,801,-9%,82%,GAP,8,746,-6%,35%,NIKE,7,589,-5%,66%,PEPSI,6,214,-6%,9%,XEROX,6,019,-38%,93%,APPLE,5,464,-17%,66%,STARBU
7、CKS,1,757,+ 3 2 %,21%,COKE S MARKET CAP,I NCLUDING BRAND VALUE : $120 BILLION,WITHOUT THE BRAND, COKES GLASS WOULD BE HALF EMPTY.,COKE S MARKET CAP,NOT INCLUDING BRAND VALUE : $50 BILLION,PREDICTION,BRAND WILL BECOME THE MOST POWERFUL STRATEGIC TOOL SINCE THE SPREADSHEET.,PROBLEM,In most companies,
8、STRATEGY,is separated from CREATIVITY by a wide gap.,On one side of the gap,On the other side are,are STRATEGIC THINKERS,CREATIVE THINKERS,ANALYTICAL,I NTUITIVE,LOGICAL,EMOTIONAL,LINEAR,SPATIAL,NUMERICAL,VISUAL,VERBAL,PHYSICAL,DOES THE LEFT BRAIN KNOW WHAT THE RIGHT BRAIN IS DOING ?,When both sides
9、work together, you can build a charismatic brand.,A CHARISMATIC BRAND is any product, service, or organization for which people believe theres no substitute.,QUIZ :,Which of these brands are charismatic?,AMAZON,HITACHI,OXO GOODGRIPS,APPLE,HOME DEPOT,PEPSI -COLA,BURGER KING,I KEA,PRELL,COLDWATER CREE
10、K,KMART,RCA,DASANI,KRISPY KREME,REEBOK,DISNEY,LEVI S,RUBBERMAID,DK BOOKS,LONGS DRUGS,SAFEWAY,EVEREADY,MACY S,SAMSUNG,FORD,MINI COOPER,SEARS,GENERAL ELECTRIC,NEWSWEEK,SOUTHWEST AIRLINES,GOOGLE,NISSAN,UNITED ARTISTS,HANES,NORDSTROM,VIRGIN,QUIZ :,Which of these brands are charismatic?,AMAZON,HITACHI,OX
11、O GOODGRIPS,APPLE,HOME DEPOT,PEPSI -COLA,BURGER KING,I KEA,PRELL,COLDWATER CREEK,KMART,RCA,DASANI,KRISPY KREME,REEBOK,DISNEY,LEVI S,RUBBERMAID,DK BOOKS,LONGS DRUGS,SAFEWAY,EVEREADY,MACY S,SAMSUNG,FORD,MINI COOPER,SEARS,GENERAL ELECTRIC,NEWSWEEK,SOUTHWEST AIRLINES,GOOGLE,NISSAN,UNITED ARTISTS,HANES,N
12、ORDSTROM,VIRGIN,Any brand can be charismatic.,EVEN,YOURS.,But first,you have to master the FIVE DISCIPLINES OF BRAND-BUILDING.,DISCIPLINE 1 : DIFFERENTIATE,FACT:,Our brains act as filters to protect us from too much information.,WERE HARDWIRED TO NOTICE ONLY WHAT S DIFFERENT.,SOLUTION:,BE DIFFERENT.
13、,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.,DRIVING VOLKSWAGEN,READING AMAZON,COMPUTING DELL,SPORTS NIKE,COOKING WILLIAMS-SONOMA,BANKING CITIBANK,TRAVEL ORBITZ,ON SUNDAYS THEY WOR
14、SHIP HARLEY, GOD OF THE OPEN ROAD.,The three most important words in differentiating your brand:,1,FOCUS,2,FOCUS,3,FOCUS,IS THIS HOW YOUR CUSTOMERS SEE YOU?,THE FOCUS TEST:,1,Who are you?,2,What do you do?,3,Why does it matter?,Unless you have compelling answers to these questions,you need more focu
15、s.,The most common reason for loss of focus,is ILL-CONSIDERED BRAND EXTENSIONS.,EXAMPLE:,FOCUSED PORSHE = SPORTS CARS UNFOCUSED PORSHE = SPORTS CARS + SUVS,BAD BRAND EXTENSIONS are those,that chase short-term profits at the expense of long-term brand value.,GOOD BRAND EXTENSIONS,grow the value of a
16、brand by reinforcing its focus.,EXAMPLE :,THE GOOD GRIPS BRAND HAS GROWN STRONGER WITH EVERY BRAND EXTENSION.,DISCIPLINE 2 : COLLABORATE,LIKE BUILDING,A CATHEDRAL, BUILDING A BRAND IS A COLLABORATIVE PROJECT.,It takes a village to build a brand.,FOR ORGANIZING BRAND COLLABORATION:,The ONE-STOP SHOP,contains the resources,S E R V I C E S,A DV E R T I S I N G,to develop and,D I R E C T,R E S P O N S E,R E S E A R C H,steward the brand.,
