I gave this presentation at a branding session of Milton Marketing Conference in Bangkok, Summer 2011

1. BRAND

2. 1 Modern Definition Of Brand
2 Disciplines Of Brand Building

3. What is brand?

4. 1 Brand is not a logo
2 Brand is not an identity
3 Brand is not a product

5. 1 Brand is not a logo
2 Brand is not an identity
3 Brand is not a product

6. 1 Brand is not a logo
2 Brand is not an identity
3 Brand is not a product

7. 1 Brand is not a logo
2 Brand is not an identity
3 Brand is not a product

8. What exactly is a brand?

9. A brand is a
person’s gut
feeling about
a product, a
service, or an
organization

10. In other words

11. It’s not what YOU say it is

12. It’s what THEY say it is

13. They?

14. The Customers

15. Branding Brand

16. It is a process to develop brand

17. Why branding is important?

18. 1 Customers have many choices
Products with similar features
2 and quality
Customers are influenced by
3 trust and opinions

19. 1 Customers have many choices
Products with similar features
2 and quality
Customers are influenced by
3 trust and opinions

20. 1 Customers have many choices
Products with similar features
2 and quality
Customers are influenced by
3 trust and opinions

21. How do customers decide?

22. T=r+d
TRUST RELIABILITY DELIGHT

23. It always has two sides of thoughts in
a branding process
Analytical Intuitive
Logical Emotional
Linear Spatial
Numerical Visual
Verbal Physical

24. When two sides work together,
they build a charismatic brand

25. A Charismatic brand is any
product, service, or
organization for which
people believe there’s no
substitute

26. Amazon Hitachi OXO Goodgrips
Apple Home Depot Pepsi-Cola
Burger King Ikea Prell
Coldwater Creek Kmart RCA
Dasani Krispy Kreme Reebok
Disney Levi’s Rubbermaid
DK Books Longs Drugs Safeway
Everyday Macy’s Samsung
Ford Mini Cooper Sears
General Electric Newsweek Southwest Airlines
Google Nussan United Artists
Hanes Nordstorm Virgin

27. Amazon Hitachi OXO Goodgrips
Apple Home Depot Pepsi-Cola
Burger King Ikea Prell
Coldwater Creek Kmart RCA
Dasani Krispy Kreme Reebok
Disney Levi’s Rubbermaid
DK Books Longs Drugs Safeway
Everyday Macy’s Samsung
Ford Mini Cooper Sears
General Electric Newsweek Southwest Airlines
Google Nussan United Artists
Hanes Nordstorm Virgin

28. Can my brand be charismatic?

29. 5 disciplines of brand building

30. Differentiation

31. FEATURES BENEFITS EXPERIENCE IDENTIFICATION
“What it is” “What it does?” “What you feel” “Who you are”
1900 1925 1950 2000

32. Is this how your customers see you?
3 important words for differentiation
Focus . Focus. Focus

33. Do a focus test, ask yourself:
1 Who are you?______________
2 What do you do?____________
3 Why does it matter?__________

34. Bad brands are those that chase
short-term profits at the expense
of long-term brand value
Good brands grow the value of a
brand by reinforcing its focus

35. Collaboration

36. It takes a village to build a brand

37. 1
One-stop
Supplier
Event
Product
Design
Web
Design CS
Marketing
R&D
Strategy
Technical Package
Sales P
R
Company
Collaboration

38. 2
Proxy Supplier
Technical
Web
Design
Product
Design
Brand
Agency
Marketing
R&D
Event
CS
Sales
P
R
Package
Strategy
Company
Collaboration

39. 3
Sales
Technical
Product
Design Marketing
Integrated
Package CS
Company
P
R
R&D
Web
Design
Supplier
Event
Strategy
Collaboration

41. Innovation

42. Why do companies have so
much trouble with creativity?
Because creativity is right-
brained, and strategy is left-
brained

43. 1+1 =2

44. 1+1 =1+1

45. 1+1 =11

46. How do you know when
an idea is innovative?

47. When it scares the hell
out of everybody

48. Validation

49. If you can’t tell
who’s talking
when the
trademark is
covered, then
the brand’s
voice is not
distinctive

50. If your audience
can’t verbalize
your concept,
you’ve failed to
communicate it.

51. T=r+d
TRUST RELIABILITY DELIGHT

52. Sender Message Receiver
The old communication model is a monologue

53. Sender Message Receiver
A feedback loop is the circulation of buzz
The new communication model is a dialogue

54. If a brand looks like a duck and swims
like a dog, people will distrust it

55. Cultivation

56. Business is a process, not an
entity
A living brand is a pattern of
behavior, not a stylistic
appearance

57. Brands are like people

58. If people can change their
clothes without changing
their characters

59. Why can’t brands?

60. Control the look and feel
Influence the character

61. Brand Brand
Pyramid Essence
Emotional Benefits
feel good aspects
Customer Benefits
emotional need
Functional Benefits
tangible experience
Product Attributes
differentiated aspects

62. Thank You