3. “A brand is a living entity - and it is
enriched or undermined cumulatively over
time, the product of a thousand small
gestures.”
- Michael Eisner, CEO Disney
4. "What’s a brand? A singular
idea or concept that you own
inside the mind of the
prospect.“
- Al Ries
5. “A brand is not what
It’s what
they say it is.”
you say it is.
- Marty Neumeier
9. Brands carry people across a pathway to emotional fulfillment
Needs
“I need a new
refrigerator.”
“Home Depot sells
refrigerators”
relevance
Desires
“I need more than just a
refrigerator. Maybe I should
redesign my kitchen.”
awareness
connection
relationship
Home Depot can help me get
my project done.”
I need it
|
I know it
|
I like it
|
I want it
17. brand framework
A series of assets that are aligned to
strategic business objectives to guide its
expression – both internally and externally.
A brand framework defines the experience
and relationship a company aspires to
achieve.
26. Positioning statement
A statement highlighting the
unique and tangible benefits a
customer receives from a company,
product or service.
The more specific, the better.
27. Brand name
The associative bridge between the customer and the product
or service.
Target audience
Basic
elements of a
positioning
statement
The people you’re trying to relate to. The most effective
audience descriptions include a glimpse of their emotional
mindset.
Personality traits
How you would describe the brand in human terms. Not what
it does (that’d be features and functionality), but how it
expresses itself. (Reserved, enthusiastic, candid, confident...)
Category
The type of business environment the brand lives and
competes in.
End benefit
What awaits the target user once the brand promise is fulfilled.
Rational support
The reasons to believe the brand’s promise will be fulfilled.
28. Positioning Statement
For people who are seeking
(ATTRIBUTES), our Brand provides
these (FUNCTIONAL BENEFITS) which
result in these (EMOTIONAL
BENEFITS) and ultimately reflects our
(PERSONALITY).
29. What is a brand strategy?
A systematic plan to help a brand
achieve specific business objectives.
35. Positioning statement
A statement highlighting the
unique and tangible benefits a
customer receives from a company,
product or service.
The more specific, the better.