Targetted for Marketing Students and Young Professionals who would like to know ABC of Branding

1. Branding…
ABC

2. 2
You Want To create a brand
OR
Your Personal Brand

3. You are thinking of Logos
3

4. You are thinking of Products
4

5. 5
NO …

6. 6
Start Thinking about Emotions and Gut feelings

7. BOHEMA
Future
Sharing
Dreaming
positivity
7

8. 8
Brand is a story with a Promise that should be ALWAYS fulfilled
Otherwise …




Stories make complex ideas simple
Stories make facts meaningful
Stories produce mental images
Stories are like virus – sticking people into the deepest level
Source: Kerbang

9. 9
Brand Is not what you say and think you are
Brand is what others say and think you are

10. But …
You need create Promising Story to make people think and talk for
Years, Centuries and Millennia …
10

11. 11
Why need to Brand?

12. Clutters Creates Mess and restricts decision-making
Product Clutter
Employability clutter
PRODUCT CLUTTER
Feature clutter
Media Clutter
Personal Clutter
Advertising Clutter
12

13. Resulting - Chaos

14. Brands simplify decision-making
 Higher Sales
 Higher Price
 Higher Trust
 Higher Loyalty
 Higher Visibility
 Higher Selectivity
 Higher Employability
14

15. Therefore We need Brand Story
1st The Title => Difference, Uniqueness
2nd The Plot => story line
3rd Character => Memorable experience
15

16. 1st The Title
BE DIFFERENT…
Not Like this 
16
At Least Like this 

17. 17
WHEN EVERYBODY ZIGS
Try to find your
ZAG
Source: Marty Neumeier

18. 18
In reality, all companies competing in one and the same
category in 95% (Zig).
They do same things, with SAME Skills, with SAME
TECHNOLOGIES, use SAME Media etc
WHAT MAKES THEM DIFFERENT – IS THAT VERY
(Zag)
5%

19. 19
WHERE TO SEARCH FOR OUR ZAG?
IN PRODUCTS? – NO
IN SERVICE – NO
IN FEATURES – NO
IN PROCEDURES - NO
IN YOUR BELIEFS…

20. Apple Example
Apple AD Quote: “Everything we do, we believe in challenging the status quo.
We believe in thinking differently. The way we challenge the status quo is by
making our products beautifully designed, simple to use and user friendly. We just
happen to make great computers.”
20

21. 2nd The Plot
21
Source: Bianca Cowthorne

22. Adidas Example
Overcoming the Monster
Adidas has strong story of challenging yourself, strive for best performance
22

23. 3rd The Character
23
Each Person/Brand Represents an Archetype
Source: Carl Jung

24. Which Archetype do you belong to?
24

25. “Lover” Character Example
I exist to love!
The Lover is all about the relationship, sensuality and sexuality. Being close to their
partner, being vulnerable and declaring their undying love for a certain individual.
25

26. 26
What is next Step ???
Chill Out and Wait for 2nd Issue

27. 27
Thank You
Vakhtang Antadze
GUM Category Manager Caucasus
Kraft Foods Georgia LLC
Part of the Mondelēz International
Family of Companies
Direct: +995 32 2200 180 (Ext.108 )|Mobile: +995 599887098
19 Davit Gamrekeli Str.,Business Centre Palati, Mansard Offices No.46
-47|Tbilisi,Georgia
Vakhtang.antadze@mdlz.com