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Brand Architecture
- 1. _seminar : john ream, president © 2011 Connect Agency. All rights reserved.
- 2. brand architecture - "i have a logo, isn't that my brand?" _no it isn't. © 2011 Connect Agency. All rights reserved.
- 3. agenda - be a brand architect. *meaning *dna *case study *experience *utility *extension *take aways _pressure : it doesn't have to be. © 2011 Connect Agency. All rights reserved.
- 4. meaning - all grown'd up. *the structure of brands within an entity. _brand architecture © 2011 Connect Agency. All rights reserved.
- 5. meaning - "the dictionary." *brand [braend] _noun : a kind of something distinguished by some distinctive characteristic. © 2011 Connect Agency. All rights reserved.
- 6. meaning - "wiki." *brand [braend] _noun : the personality of a product, service or company and how it relates to key constituencies. © 2011 Connect Agency. All rights reserved.
- 7. meaning - what we think. *brand [braend] - the tangible and intangible values of a product, service or place. _adverb : when, where and why. © 2011 Connect Agency. All rights reserved.
- 8. dna - just like molecules. *blueprint of brand promise + brand personality + brand identity = brand dna _brand dna : "woven" values of distinctiveness, novelty and attributes, as compared to competition. © 2011 Connect Agency. All rights reserved.
- 9. dna - just like molecules. *brand promise = what you will deliver that is unique, compelling, and believable at every level. _brand promise : what do you promise to every constituent. © 2011 Connect Agency. All rights reserved.
- 10. dna - just like molecules. *brand personality = 5 primary, including secondary, psychological attributes that illustrate the behavior, thoughts and emotions of the brand . _brand personality : what does the brand do, like, eat, etc. © 2011 Connect Agency. All rights reserved.
- 11. dna - just like molecules. *brand identity = the top 3 tangible or intangible value attributes one associates with a brand. _visual brand identity : the visual representation of the attributes. © 2011 Connect Agency. All rights reserved.
- 12. dna - TRAC heavy duty filters *brand promise = best option in tractor parts. *brand personality = reliable, tough, fair, cutting edge, rebel (badge brand). *brand identity = OEM quality for less money, trusted option in tractor sector. _trac what? : where it started. © 2011 Connect Agency. All rights reserved.
- 13. © 2011 Connect Agency. All rights reserved.
- 14. dna - TRAC _identity : tag line. © 2011 Connect Agency. All rights reserved.
- 15. © 2011 Connect Agency. All rights reserved.
- 16. © 2011 Connect Agency. All rights reserved.
- 17. experience - "market me" *the experiential aspect that consists of all points of contact with the brand. _brand experience : every form of communications should be seen as an experience of the dna. © 2011 Connect Agency. All rights reserved.
- 18. experience - yogaberry *yogabuddy - program and POP *employees - uniform *customer experience - menus *marketing - promotion *marketing - website _yoga what? : the brand actually talked. © 2011 Connect Agency. All rights reserved.
- 19. © 2011 Connect Agency. All rights reserved.
- 20. © 2011 Connect Agency. All rights reserved.
- 21. © 2011 Connect Agency. All rights reserved.
- 22. © 2011 Connect Agency. All rights reserved.
- 23. © 2011 Connect Agency. All rights reserved.
- 24. utility - give'm something. *create something of goodwill surrounding the brand. *provide tools, resources, access. *Nike+ *Ballers Network _brand utility : how can you make daily activities around your brand easier. © 2011 Connect Agency. All rights reserved.
- 25. extension - if they like this... *80% of new brands use this to intro new brands or create/increase sales. *reduce risk and cost of entry. *Jello, created Jello Pudding Pops *Arm & Hammer, Oral Care & Laundry _brand extension : use existing brand loyalty as a vehicle to enter a new or modified category. © 2011 Connect Agency. All rights reserved.
- 26. summary - live by the dna. _the brand © 2011 Connect Agency. All rights reserved.
- 28. summary - live by the dna. _the brand © 2011 Connect Agency. All rights reserved.
- 29. summary - live by the dna. *use the core structure of the promise, personality and identity to be "brand dna." deliver the dna at every level through experiences, utility, and extension to make up "the brand." _the brand © 2011 Connect Agency. All rights reserved.
- 30. next - "continued ed." *integrated marketing (may) *reputation management (jun) *unexpected insights (jul) _up coming : seminars & workshops © 2011 Connect Agency. All rights reserved.
Notas del editor
- brand architecture - "i already have a logo, isn't that my brand?" If we only had a $1000, I mean $.05, for every time we heard that. We'd still have to work but could at least get a good cup of coffee. The answer is no; your logo is not your brand. Come visit us to be part of a conversation of why and how to craft your Brand DNA. We'll discuss how to mobilize your company through brand development, brand experience, and brand extension. Just a reminder, we only have this topic twice so move around what you can to make this seminar. FREE It's our way of giving back. PRESENTERS George Swisher & John Ream JUN 9 9AM - 1030AM JUN 23 9AM - 1030AM Connect Jacksonville Office 131 East Bay Street 32202 REGISTER reply to [email_address] INVITE click here to invite a peer or someone who could benefit from this seminar.
- John Notes: - remember to always make it about the people in the room and their business. Not so much about YogaBerry. It's just a tangible example of how they can apply it. - maybe ask people in the room what they see their brand dna as. - elimante some of the yogaberry prints and website pages. Randy Notes: Next time ask audience to offer up what they would consider their company's DNA. For other seminars, any kind of interaction that is introspective would be helpful.