Corporate Branding
Transcript: Excercises Building Brands The Business Value Matrix Corporate, personnel, and environmental policies Ideas and beliefs of corporate personnel Culture and locationMedia reports Personal Branding is both = What is the brand trying to communicate? Who is the target audience? How does the campaign vehiculate the brand? What are the success metrics? History of Brands Obiettivi Who are You? Knocks viewer off balance with image of children discussing adult subjects Minority groups stereotyped Nike proposes a solution to restore the viewer to balance: "Find your Greatnesse" Does Nike use vulnerability to to sell clothing? In the 19th century the link between producers and consumers was broken Wholesalers tried to influence consumers Manufacturers hit back by branding their products with distinctive names If the meaning of branding hasn't changed, what has ? Napoleon Hill’s Think and Grow : "ways and mean of marketing personal services“ The work of Tom Peters and Peter Montoya Current evangelists include Bjorn Austraat, Fadhila Brahimi, and Olivier Zara Problem: Perception of fund misuse from Bali, US terrorist bombings Objective: Convince publics that Red Cross comes to the aid of the world’s needy Strategy: “We’re there for you” campaign Thomas Davenport - Attention is focused mental engagement Human attention is an increasingly scarce commodity Approach to economics to improve how consumers, producers, and intermediaries manage information Product costs are tied to immediacy, personalization, authenticity and accessibility Elevator pitches, Google rankings, politics Tangible GOALS See, Feel, Hear 'We don't own our brands, they live in the minds of those that perceive us'. Intel's The Museum of Me Where does this data come from? How does the mind remember? What exactly is a brand? Class Discussion How does a brand grow? A brand is a specific promise of value A brand is also an image created in the minds of people A brand is also process used to evoke the perceptions connected with a product or service. Brand Assets : Awareness, Loyalty, Perceived quality of experience Brand Equity –the value of a brand. Brand Image –the set of beliefs that customers hold about a particular brand. What is a brand? The Business Value Roadmap Public Service Day One Personal Touch Points Corporate la fondazione ISTUD Metaphysical Stories How important are the figures? Archetypes Narrative Management Where does value come from? Where does your customer look for value? What does value mean? Intersection areas represent the points of difference Points of parity that afford no competitive advantage Points of difference giving your competitors an edge Undiscovered or unmet needs of your customers What do we brand? Development Components Accelerate your job search using a multi-channel communication strategy Transition more easily into a new career Be prepared for change and gain clarity on long-term career objectives What is a personal brand? Character, Brand, and reputation Day Two Product Brand : Exclusive name to a single product (Martini) Line Brand : Extend a concept across similar markets (Renault) Range Brand : Use same name and promise (Green Giant) Umbrella Brand : Support products in different markets (Danon) Endorsing Brand : Approve/garanty wide variety of product brands (GE) Packaging Was does building mean? Am I listening to my customers needs? What is Branding? « The way to gain a good reputation is to endeavour to be what you desire to appear. » - Socrates How important is context? Feel, Hear, See Chi è Luisa Spagnoli? I. Introduction II. Corporate Branding III.Personal Branding “The idea that business is just a numbers affair has always struck me as preposterous. For one thing, I’ve never been particularly good at numbers, but I think I’ve done a reasonable job with feelings. And I’m convinced that it is feelings – and feelings alone – that account for the success of the Virgin brand in all of its myriad forms.” Jim Riley Benetton social issues campaign AIDS awareness (buttock w/brand +) Discrimination (black baby nursing white breast) Capital punishment (prisoners sentenced to death) Strategies If your organization was a car, what kind of car would it be? If your organization was a famous celebrity, who would it be and why? If your organization was an animal, what kind of animal would it be? If your organization could choose anyone in the world as its spokesperson, who would it be and why? The Origins What is the brand trying to communicate? Who is the target audience? How does the campaign vehiculate the brand? What are the success metrics? The Agenda What is a brand? How do brands today add value to a product or a service ? How important are personal brands today? What are you doing today to promote your brand? What impression do I leave on my community? From Benefits to Attributes Service Economy 1) Write down a list of words that best describe your values, strengths and attributes (Time limit: 5 minutes). 2) Write
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