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Wizz bang Brand Strategy
- 1. FLUDIUM …. BRAND CATALYST IS THE LAWRENCE FLUDE
- 2. Why has brand strategy become a “thing” and why is it important? How does it apply to the hotel industry? From brand strategy to design (the strategy before the design)? What we’ll cover today
- 4. We’ve moved away from thinking a brand is what a business looks like
- 5. A brand is no longer just the giC wrapping… It is the gi<
- 6. If all else fails…just take this REASONS WHY BRAND STRATEGY MATTERS COMPONENTS OF PUTTING A BRAND STRATEGY TOGETHER DESIGN IS THE PRODUCT OF STRATEGY
- 7. WHY HAS BRAND STRATEGY BECOME A “THING”?
- 9. CHOICE
- 10. CHOICE, CHOICE, CHOICE
- 11. CHOICE, CHOICE, CHOICE, CHOICE, CHOICE, CHOICE, CHOICE, CHOICE, CHOICE, CHOICE, CHOICE, CHOICE, CHOICE, CHOICE, CHOICE, CHOICE, CHOICE, CHOICE, CHOICE, CHOICE, CHOICE, CHOICE, CHOICE, CHOICE, CHOICE, CHOICE, CHOICE, CHOICE, CHOICE, CHOICE, CHOICE, CHOICE, CHOICE, CHOICE, CHOICE, CHOICE, CHOICE, CHOICE, CHOICE, CHOICE, CHOICE, CHOICE, CHOICE, CHOICE, CHOICE, CHOICE, CHOICE, CHOICE, CHOICE, CHOICE, CHOICE, CHOICE, CHOICE, CHOICE, CHOICE
- 12. SIMPLY TOO MUCH CHOICE
- 13. 1457 hotels in the UAE as per TripAdvisor
- 15. And in a world where we have too many choices and too liTle Ume, the obvious thing to do is just ignore stuff. SETH GODIN
- 16. Too much choice has become a curse
- 17. In a world with overwhelming choice and unprecedented speed, the only real barrier to compeUUon is BRAND STRATEGY. MARTY NUEMEIER AUTHOR OF ZAG
- 18. BEING DIFFERENT (NOT RIDICULOUS) AIN’T THAT EASY NUMBERTWO
- 19. We Know What You’re Thinking
- 20. Right?
- 21. What If Tell You..
- 22. That The Magic Happens In The Unique Part
- 23. Finding Radical DifferenZaZon Scares Most Businesses
- 24. Because Uncertainty Is Scary
- 25. (But So Is Losing Customers)
- 26. Businesses Realise That They Need To Find Meaningful And Relevant DisGncGon
- 27. PURPOSEFUL
- 30. And Brand Strategy Is The Answer
- 31. CONSUMERS ARE NOT EASY TO PLEASE NUMBERTHREE
- 32. THEY DEMAND BRANDS THAT CARE ABOUT THEM IN THE LONG RUN
- 33. Strategy Is The Science Wrapped In The EmoGonal & Irresistable
- 34. It Draws The AJenGon Of The Consumer And Pulls Them Towards The Brand
- 35. SO HOW DO YOU PRODUCE A GREAT BRAND STRATEGY?
- 36. KEY COMPONENTS OF A BRAND STRATEGY
- 37. BRAND ARCHITECTURE BRAND PROMISE BRAND COMMUNICATION RESEARCH + INSIGHT BRAND POSITIONING BRAND PERSONALITY BRAND PURPOSE
- 38. RESEARCH + INSIGHT
- 39. WHO ARE YOU?
- 40. WHERE DO YOU PLAY? WHO ARE YOU?
- 41. WHO LOVES YOU? WHO ARE YOU? WHERE DO YOU PLAY?
- 42. WITH WHICH TOYS ARE YOU CURRENTLY PLAYING? WHO ARE YOU? WHERE DO YOU PLAY? WHO LOVES YOU?
- 43. WHO ARE YOU?
- 45. WHERE DO YOU PLAY?
- 46. WHERE DO YOU PLAY? DEFINITION OF THE SPECIFIC CATEGORY YOU PLAY IN OTHERS THAT SHARE YOUR PLAYGROUND CATEGORY CONVENTIONS WHICH WAVE ARE YOU RIDING? GLOBAL BEST PRACTICE MARKET THREATS
- 47. BODY ENHANCEMENT OPENNESS GREEN LIVING PERSONAL TECHNOLOGY WORLD TRAVEL ENVIRONMENTAL RESPONSIBILITY WHICH WAVE(S) ARE YOU RIDING?
- 48. WHICH ARE APPLICABLE TO YOUR INDUSTRY? BODY ENHANCEMENT OPENNESS GREEN LIVING PERSONAL TECHNOLOGY WORLD TRAVEL ENVIRONMENTAL RESPONSIBILITY
- 49. WHO LOVES YOU?
- 50. YOUR TRIBE DIFFERENT SEGMENTS WHY DO THEY LOVE YOU? needs wants demands benefits purchasing behaviour WHERE ARE THEY, WHAT ARE THEY LIKE? WHO LOVES YOU?
- 51. WITH WHICH TOYS ARE YOU CURRENTLY PLAYING?
- 52. BRAND ANALYSIS CORPORATE COLLATERAL POSITIONING MESSAGING SOCIAL MEDIA + ONLINE EXTERNAL PERCEPTIONS CULTURE ADVERTISING PR RESEARCH CONSULTANTS THE MEDIA WITH WHICH TOYS ARE YOU CURRENTLY PLAYING?
- 53. Research Is OQen UnexciGng. But It Is A Powerful And EssenGal Part Of Developing Valuable Insights.
- 54. ASSUMPTION IS THE MOTHER OF ALL SCREW-‐UPS. …BUT PROVEN ASSUMPTION THROUGH TESTED HYPOTHESIS MOVES PROJECTS ON COULD MEAN SUCCESS INSTEAD OF FAILURE OF THE ENTIRE PROJECT.
- 55. Smart Insights Are Crucial To Great Strategy.
- 58. INTO THE BIGGER PICTURE
- 59. Brand architecture is the structural framework that an organisa9on uses to present its various offerings to the market
- 60. A good brand architecture should ‣ Be coherent, simple, clear, consistent, logical and self-‐explanatory ‣ Be market-‐facing, user-‐friendly and intui9ve ‣ Incorporate all businesses and product ranges and services ‣ Structure clear rela9onships between various en99es -‐ and cater for anomalies ‣ Be able to adapt to or enable business growth, acquisi9on or sale
- 62. The human character traits of the brand Brand personality:
- 64. BRAND ARCHETYPES
- 69. The defined, disUnct space the brand owns in the mind of the customer (and in the category landscape) Brand posiGoning:
- 70. The Most Luxurious Hotel in The World
- 71. The UlZmate New York City Luxury Lifestyle DesZnaZon
- 72. BRAND PURPOSE
- 73. The brand’s reason for being. Its raison d’être. Brand purpose:
- 75. BRAND PROMISE
- 76. Brand promise: The brand’s commitment to its target audience
- 77. To unfold a journey of rare and in9mate experiences
- 79. There is no more B2B or B2C It’s H2H: HUMAN TO HUMAN
- 80. BRAND TONE OF VOICE COMMUNICATION PRINCIPLES WRITING STYLE KEY MESSAGES
- 81. There is no cookie-‐cut, one-‐size-‐fits-‐all formulaic, prescripGve brand strategy process or model
- 82. Your strategy will win by making your brand…
- 83. 1.DISTINCTIVE
- 84. 2. RELEVANT to its category / industry to its customers to its internal stakeholders: owners, management, employees
- 85. 3. IS CLEAR + SIMPLE to understand to remember
- 86. 4. FOCUSED
- 87. 5. PURPOSEFUL
- 88. 6. AUTHENTIC
- 89. 7.COMPELLING
- 90. 8. ENGAGING
- 91. Develop a strategy that follows these principles and you’ll not only create long term relaGonships but you’ll also survive tough Gmes, trends and gimmicks.
- 92. FROM BRAND STRATEGY TO DESIGN
- 93. BUSINESS STRATEGY = BRAIN BRAND STRATEGY = HEART
- 94. DESIGN BRINGS BUSINESS AND BRAND STRATEGY TO LIFE
- 95. Strategy Is Powerful
- 96. But Without Good ExecuGon Strategy Is Only IntenGon
- 97. The Key Is To Translate Strategy Effec7vely Into Reality Through Great Design And Great Design Enhances Experiences
- 98. Design is an opportunity to con7nue telling the story, not just to sum everything up. TATE LINDEN
- 99. Thank you! Any ques7ons? LAWRENCE FLUDE
- 100. ExecuUve Director lawrence@fludium.com +971 50 469 4920 +971 4 451 9844 www.fludium.com LAWRENCE FLUDE To discuss ways to ignite your brand please contact: