This set of slides were used to support my speech to the Innovations Growth Teams October 2009 event in Bracknell, Berkshire. Basically my thesis is that branding is a pretty powerful thing, and getting to understand it in a way that is relevant and applicable to every business will help us improve performance and profitability. The key to this is to access the creative and intuitive part of our nature. The branding process is a natural process which can help people and businesses perform better.

1. 2009 Brand New Direction

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Brand New Direction
Putting innovation and creativity
at the heart of profitability.
ITG October 2009
This presentation outlines > Prepared by Arthur op den Brouw
the link between brand, > Brand New Direction Ltd
creativity, innovation and higher > Arthur@brandnewdirection.com
performance and profitability > 07776 230 950 (M)

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Branding is a board-level
strategic discipline

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Brand makes the difference
between being ordinary and
becoming extraordinary

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A disciplined approach to
building your brand improves
performance and enhances
creativity and innovation

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Team meeting
A brand is not a logo!

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Branding is something you already know
and it’s inside your head

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Brand is deep within our psyche and informs everything we
think about and do, including our stories and legends.

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Brand helps us communicate our differences
as well as our similarities

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There are just six
key elements…

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People / product
Destination or purpose
Values you stand for
Context or environment
The vessel or vehicle

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a unique idea with legs to run with

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unique differentiation | clearly segmented market

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Team meeting
How can you apply
this to your business
here and now?

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How do they do it?
Do these guys have SMART objectives
or is there something else?

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Finding purpose

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MEANINGFUL: coherent,
understandable, has a
message, accurate
APPLICABLE: consistent,
relevant, appropriate, fitting,
consistent, valid, authentic
GOER: gets around, lasting,
persistent, conveyable,
accessible, has legs
INFECTIOUS: irresistible,
contagious, catchy, inviting,
creates a buzz, memorable
CREATIVE: fun, engaging,
imaginative, poetic, inspiring

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Trust the process
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Team meeting
What are the benefits?

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Clarity

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Integrity

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Attract

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Perform

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Creativity

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Innovation

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Profit

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For further information:
Arthur op den Brouw
07776 230 950
Arthur@brandnewdirection.com