New branding

LET’S START BY DISPELLING SOME MYTHS.

FIRST
A brand is not a logo.

SECOND
A brand is not an identity.

FINALLY
A brand is not a product.

So what exactly
is a brand?

A BRAND IS A PERSON’S
GUT FEELING ABOUT
A PRODUCT, SERVICE,
OR ORGANIZATION.

It’s a GUT FEELING because people
are emotional , intuitive beings.

It’s a PERSON’S gut feeling,
because brands are defined by individuals,
not companies, markets, or the public.

WHY IS BRANDING SO HOT?

1. People have too many choices and too little time

2. Most offerings have similar quality and features

3. We tend to base our buying choices on trust

Trust comes from meeting and beating customer expectations.

T=r+d
TRUST RELIABILITY DELIGHT

The main purpose of branding is to get
more people to buy more stuff
for more years at a higher price.

TO PUT IN OUR TERMS:

The main purpose of branding is to get
more people to use more of our services
for more years at a higher price.

PROBLEM

In most companies, STRATEGY
is separated from CREATIVITY by a wide gap.

STRATEGIC THINKERS CREATIVE THINKERS

Analytical Intuitive

Logical Emotional

Linear Spatial

Numerical Visual

Verbal Physical

DOES OUR LEFT BRAIN KNOW WHAT OUR RIGHT BRAIN IS DOING?

When both sides work together,
we can build a charismatic brand.

{ }
A CHARISMATIC BRAND is any product,
service, or organization for which
people believe there’s no substitute.

QUIZ:
Which of these brands are charismatic?

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
EVEREADY MACY’S SAMSUNG
FORD MINI COOPER SEARS
GENERAL ELECTRIC NEWSWEEK SOUTHWEST AIRLINES
GOOGLE NISSAN UNITED ARTISTS
HANES NORDSTROM VIRGIN

But first,

we have to master the FIVE DISCIPLINES OF BRAND-BUILDING.

FACT:
Our brains act as filters to protect
Us from too much information.

WE’RE HARDWIRED TO NOTICE ONLY WHAT’S DIFFERENT

People join different tribes for different activities.

DRIVING - VOLKSWAGEN

READING - AMAZON
COMPUTING - DELL

SPORTS - NIKE

COOKING - WILLIAMS-SONOMA

BANKING - CITIBANK

TRAVEL - ORBITZ

ON SUNDAYS THEY WORSHIP HARLEY,
GOD OF THE OPEN ROAD.

The three most important words in differentiating your brand:

THE FOCUS TEST:

1. Who are you?____________________________

2. What do you do? _________________________

3. Why does it matter? ______________________

LET’S ANSWER THESE:

1. Who are you?
A non-profit organization offering quality, affordable child care in Lafayette, Indiana.

2. What do you do?
We offer the highest quality child care in the area, at a very competitive price.

3. Why does it matter?
We fill a need for child care in the area and especially cater to low-income families.

Unless you have compelling answers to these questions,

you need more focus.

Is this the right focus?
Is this the focus we want to project to the public?

LIKE BUILDING
A CATHEDRAL,
BUILDING A BRAND
IS A COLLABORATIVE
PROJECT.

It takes a village
to build a brand.

THERE ARE THREE BASIC MODELS
FOR ORGANIZING BRAND COLLABORATION:

The ONE-STOP SHOP
contains the resources
to develop and
steward the brand.

The BRAND AGENCY
hires best-of-breed
firms to help develop
and steward the brand.

The INTEGRATED MARKETING TEAM
is managed internally with open
collaboration among
best-of-breed specialists.

This is OUR model.

INTEGRATED MARKETING TEAM SCORECARD

Choice of teams Difficult to manage
Promise of consistency
Ownership of brand

Execution—
not strategy—is where the rubber meets the road.

CREATIVITY IS WHAT GIVES BRANDS THEIR TRACTION IN THE MARKETPLACE.

Why do companies have so much trouble with creativity?

Because creativity is right-brained,
and strategy is left-brained.

THE REASON THE BEATLES WERE WILDLY SUCCESSFUL
THE REASON THE BEATLES WERE WILDLY SUCCESSFUL
IS BECAUSE “THEY NEVER DID THE SAME THING ONCE.”
IS BECAUSE “THEY NEVER DID THE SAME THING ONCE.”

QUESTION:

How do you know when an idea is innovative?

ANSWER:

WHEN IT SCARES THE HELL OUT OF EVERYBODY.

TOO PREDICTABLE = NO SURPRISE

NO SURPRISE = NOTHING NEW

NOTHING NEW = NO VALUE

To begin with,
the brand needs a stand-out name.

The seven criteria of a stand-out name:

1. DISTINCTIVENESS
2. BREVITY
3. APPROPRIATENESS
4. EASY SPELLING AND PRONUNCIATION
5. LIKABILITY
6. EXTENDABILITY
7. PROTECTABILITY

Tippecanoe County Child Care did not stand out.
In fact, it created confusion.

We all agreed we need to
update our brand.

What better time to change the
name than while doing just that?

First, I asked YOU, the board which names you liked best…

Select your top 2 choices of names from the list below. (The winner will not
necessarily be the final name. This is simply to gauge your perception of
what the name should be.)
c Tippecanoe - child development centers
c Greenthumb - child development centers
c Savant - child development centers
c And Tyler Too - child development centers
c Child Care Network
c Prodigy - child development centers
c Greater Lafayette Child Care Services
c Tippecanoe Child Care and Education
c Right Steps - child development centers
c Burton Child Care Centers

So we got two clear winners:

Tippecanoe Child Care and Education

Right Steps – Child Development Centers

Let’s do some more research!!

We sent out a survey to around 500 local parents:

Dear Parents,

The Child Care Resource Network has been asked to assist a local child care organization with
providing feedback about their name. In order to do so, we are asking that you please take a minute
or so to answer the 2 questions on the survey link given below.

Thanks in advance!!!

https://www.surveymonkey.com/s/Z7TDZBD

We took the top 2 names that you selected… and asked some questions:

1. Please rate how strongly you agree or disagree that the names listed below reflect the following
attributes.
Tippecanoe Child Care Right Steps- Child
and Education Development Centers
Offers high quality child care

Employs a caring staff

Encourages parent involvement

Follows research-based practices

Inclusive environment

Is community-minded

2. Considering the potential names, how likely would you be to call each of the facilities for information
if you were searching for child care.

Extremely Somewhat Somewhat Extremely
Very likely Very unlikely
likely likely unlikely unlikely
Tippecanoe Child Care
and Education

Right Steps –
Child Development Centers

RESULTS: 41 out of the 500 responded.

Question 1: RAW DATA (NOTE THAT THERE WERE 2 LESS RESPONSES FOR RIGHT STEPS)
Please rate how strongly you agree or disagree that the names listed below reflect the following attributes.
Neither Agree Strongly Response
Answer Options Strongly Agree Agree Disagree
nor Disagree Disagree Count
Offers high quality child care 11 8 16 2 2 39
Employs a caring staff 5 12 19 1 2 39
Employs a competent staff 6 17 13 1 2 39
Encourages parent involvement 4 10 20 3 2 39
Follows research-based practices 5 9 21 2 2 39
Inclusive environment 6 12 17 2 2 39
Is community-minded 11 12 14 1 1 39
48 80 120 12 13
Right Steps - Child Development Centers
Neither Agree Strongly Response
Answer Options Strongly Agree Agree Disagree
nor Disagree Disagree Count
Offers high quality child care 10 14 13 0 0 37
Employs a caring staff 9 8 19 1 0 37
Employs a competent staff 7 14 15 1 0 37
Encourages parent involvement 5 12 18 1 1 37
Follows research-based practices 7 17 13 0 0 37
Inclusive environment 6 13 15 3 0 37
Is community-minded 3 10 20 4 0 37
47 88 113 10 1
Question
Totals
answered question 40
skipped question 2

Let’s weight the answers to get a better picture:

Neither Agree
Strongly Agree Agree Disagree Strongly Disagree
nor Disagree TOTAL
3 2 -1 -2
1

Tippecanoe Child Care and Education 144 160 120 -12 -26 386

Right Steps - Child Development Centers 141 176 113 -10 -2 418

Let’s graph this info:

450

400

350

300

250

200

150

100

50

0
Strongly Agree Agree Neither Agree Disagree Strongly TOTAL
nor Disagree Disagree
-50

RESULTS: 41 out of the 500 responded.

Question 2: RAW DATA (NOTE THAT THERE WERE 3 LESS RESPONSES FOR RIGHT STEPS)

Considering the potential names, how likely would you be to call each of the facilities for information if you were searching for child care
Extremely Somewhat Somewhat Extremely Rating Response
Answer Options Very likely Very unlikely
likely likely unlikely unlikely Average Count
Tippecanoe Child Care and Education 9 14 9 3 2 4 2.68 41
Right Steps - Child Development Centers 11 12 9 5 1 0 2.29 38
answered question 41
skipped question 1

Let’s weight the answers to get a better picture:

Somewhat Extremely
Extremely likely Very likely Somewhat likely Very unlikely TOTAL
unlikely unlikely
Tippecanoe Child Care and Education 27 28 9 -3 -4 -12 45
Right Steps - Child Development Centers 33 24 9 -5 -2 0 59

Let’s graph this info:

60 Tippecanoe Child Care and Education

50

40

30

20

10

0
Extremely Very likely Somewhat Somewhat Very unlikely Extremely TOTAL
likely likely unlikely unlikely
-10

-20

Question 1 Question 2
TOTAL TOTAL

420 60

415
50
410
405
40
400
395 30

390
20
385
380
10
375
370 0
Tippecanoe Child Right Steps - Tippecanoe Right Steps -
Care and Child Child Care and Child
Education Development Education Development
Centers Centers

Please rate how strongly you agree or Considering the potential names, how
disagree that the names listed below likely would you be to call each of the
reflect the following attributes. facilities for information if you were
searching for child care

We have a winner!!!!!

Right Steps – Child Development Centers

So is this the right choice?
Let’s see if it fits the criteria…

1. DISTINCTIVENESS – No other market specific competition with that name, or
anything close to it.
2. BREVITY – It is short and to the point and gives a clear message.
3. APPROPRIATENESS – It is appropriate for the market.
4. EASY SPELLING AND PRONUNCIATION – Yep!
5. LIKABILITY – It is high in the likeability scale
6. EXTENDABILITY – Unlike Tippecanoe Child Care and Education, using the word
‘tippecanoe’ it does not limit us geographically in the future.
7. PROTECTABILITY – There is a Right Steps Boutique Preschool & Childcare Center in
Richboro, PA. However, it does not appear to have ‘Right Steps’ copy-written.

A GREAT NAME deserves GREAT GRAPHICS.

So let’s do a little more research!

Blue:
•Calmness or serenity
•Color most preferred by men
•Color used for most offices
(People are more productive in blue rooms)

•Associated with water and peace

Red:
•Evokes strong emotions
•Encourages appetite
•Passion or intensity
•Love

{
VALIDATION means bringing the

}
audience into the creative process.

THE OLD COMMUNICATION MODEL WAS A MONOLOGUE.

THE NEW COMMUNICATION MODEL IS A DIALOGUE.

QUESTION:

How can you test your most creative ideas
BEFORE they get to market?

HINT:

Not with large
quantitative studies
or focus groups.

QUANTITATIVE STUDIES BURY THE PROBLEM IN HEAPS OF UNHELPFUL DATA.

FOCUS GROUPS
WERE INVENTED TO FOCUS THE RESEARCH,
NOT BE THE RESEARCH.

THE BEST TESTS ARE

CHEAP,

DIRTY.
AND

Better a rough answer to the right question
than a detailed answer to the wrong question.

CHEAP-QUICK-DIRTY TEST 1:

The SWAP TEST is a proof for trademarks.

If the names and graphics of two trademarks are
better when swapped, then neither is optimal.


The HAND TEST is a proof for a distinctive voice.

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


The FIELD TEST is a proof for any concept
that can be prototyped.

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

SHOPPERS CHARACTERIZED
THE PACKAGE CONCEPT
ON THE MIDDLE-RIGHT SHELF
AS “A FASTER PENCIL.”

BINGO.

Field tests measure five things:

1. DISTINCTIVENESS
2. RELEVANCE
3. MEMORABILITY
4. EXTENDABILITY
5. DEPTH OF MEANING

Business is a process, not an entity.

A living brand is a pattern of behavior,
not a stylistic veneer.

IF PEOPLE CAN CHANGE THEIR CLOTHES WITHOUT CHANGING THEIR CHARACTERS…

OLD PARADIGM:

Control the
LOOK AND FEEL
of a brand.

NEW PARADIGM:

Influence the
Character
of a brand.

IF A BRAND LOOKS LIKE A DUCK AND SWIMS
LIKE A DOG, PEOPLE WILL DISTRUST IT.

So let’s say you’ve

DIFFERENTIATED,
COLLABORATED,
INNOVATED,
AND VALIDATED.

+

YOU’VE ADDED THE LEFT BRAIN TO THE RIGHT BRAIN.

Your brand is now NUMBER ONE in its category.

A continuing brand education program.

A sustainable competitive advantage.

New branding

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