Dont be a no name brand

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Dont be a no name brand
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• There are commodities and brands
• Brands reside in a category (including no
• name/counterfeit and grey)

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• The oldest, most complex, multi-dimensional
  brand (not profession) in the world?
• Coca-Cola? ( 100 yrs)
• Guinness? (250 yrs)
• Rome?

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• Q What is a brand?
• A A brand has a particular sense of meaning
  and direction Kapferer
• A brand is a vessel of value that has a specific
  and unique identity it differentiates itself

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• A brand happens while youre doing something
  else Marty Neumeier
• A brand has an aura people have a feeling
  about a brand
• And a brand cant exist without a friend!

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• A brand has history
• tradition
• contexts e.g. culture
• stories (static and dynamic)
• relationships (an ability to share
  meaning)
• loyalty
• A decent brand does more good than harm

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• A complete brand has functional, service,
  emotional, social and environmental benefits

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REPUTATION
Name/signature/country of origin Package (primary
secondary) Colour/voice/language Design


CONTACT POINTS
Brand vision
Brand values
Brand personality
Brand positioning
Brand parity vs differences
Brand portfolio architecture
Delivery processes systems
Brand network
Brand Management
Brand Leadership
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• Brand Equity/Value
• awareness
• quality
• associations
• loyalty
• proprietary registration and protection

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• Brand You a Company brand

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• A brand needs to be audited, managed and lead

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• Pass out the Compasses
• Every person should be issued a personal
  shockproof brandometer a durable set of ideas
  about what the brand is (and isnt) and what
  makes it tick. Because no decision, big or small,
  should be made without asking the million-dollar
  question will it help or hurt the brand?
• - Marty Neumeier

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• Worlds Strongest Brands (apologies to Keller)
• Brand excels at delivering benefits other people
  desire
• Stays relevant are you in touch
• Brand is properly positioned (you match points of
  parity have desireable and deliverable points
  of difference)
• You are consistent
• You give yourself proper, sustained support
• You monitor your brand strengths and weaknesses

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• Learn 2 BU
• (Shakespeare on sms)

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