13. Just some of the changes in the brand environment… The brand The emancipation of the individual The internet The growth of emerging economies The acceleration of technology The new retail space The pace of change The brand strategy, name, identity, positioning and external communica-tions. The alignment of staff and other resources.
14. 1. The changing face of media: the internet and mobile telephony
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18. The media landscape itself is changing Are new media simply “conduits”, or potentially more? Is the medium still the message (the brand) (McLuhan)?
30. To urban sculpture = spaces to interact with the brand on an equal footing – where the brand rewards, rather than demands And again: do any of these factors impact brands?
61. Apple demonstrates a unique design philosophy that straddles all they do
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63. “ The Virgin brand (philosophy) is built around an idea — being the ‘people’s champion”’. Virgin finds gaps in how other brands service or under-service their customers…and then jumps in…
88. Fundamentally, authenticity comes from what is inherent in a (company) culture Authentic brands align what the brand is, and what it delivers, with the culture of the company.
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90. 6. The brand interface changes from a consumer monologue to a dialogue
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92. A brand like Shell gradually adapted its identity over time…and never lost its origins
93. There has been a major media engagement shift… surely this means something if a brand wants to lead? Passive media Major growth in active media Intuitive, subconscious, subliminal recognition Engagement is active, participative, challenging
94. As against Shell, BP changed its entire positioning and identity dramatically This added a dynamism to the brand that no other petrochemical brand has! And it increased sales.
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97. Extending a brand language engages – surely this is more engaging than lifestyle depictions of most brands in this category? The brand we know. Where it is being taken.
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99. One can differentiate three sets of brand values that can assist extending the brand language Peripheral values: the ever changing values in society – these should be changed often Secondary values: the constant category values: a brand must create its own set of these values, otherwise it is a generic Core values: the key differentiators of the brand. These do not change, but can be added to
100. Applied to Coca-Cola The adaptations to music fashions; design trends The colour red; the wave; the flavour-burst The name; the generic word cola; the bottle shape; the unique script typeface
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110. When the advertising for brands in a product category looks the same, consumers cannot discern between them. Over time this leads to category commoditisation and hence it undermines the very principle of advertising/ brand building.
111. A brand taking ownership of unique elements creates brand equity and is economical for a brand