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BRAND ACTION DAY 

FROM BRAND STRATEGY TO BRAND ACTION

 Alex Marquez - Meng Weng Wong - Xu Weiyi 

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A bit of theory

A bit of process

A bit of practice

WHAT WE’RE GOING TO DO

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The theory bit

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Many people think a brand is…A logoAn adA tag lineA colorA name

…not really.Copyright Propellerfish 2010

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Those are just expressions of a brand“A brand is a living entity, it is

enriched or undermined 

cumulatively over time, the

 product of a thousand small 

 gestures” Michael Eisner (Disney CEO)

Copyright Propellerfish 2010

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 A brand idea is the glue that holds these

gestures togetherProduct  Ads

PartnersDesign

Name

Events

People

Brand Idea

Space

PR

Pricing

Copyright Propellerfish 2010

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Brand Idea:

Tools for the mind that advance humankind

Your brand idea is the guiding principle for

everything you do…

Copyright Propellerfish 2010

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Brand Idea:Tools for the mind that advance humankind

Your brand is a product of everything you do…

…So everything you do must build your brandCopyright Propellerfish 2010

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SOME PROCESS

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Business Strategy

Brand Strategy

Execution

 An easy framework for thinking about brand

strategy

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What are you selling?

Business Strategy

Brand Strategy

Execution

 An operating system that

lets people customize

their mobile experience

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What’s your commercial mission?

Business Strategy 

Brand Strategy 

Execution

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What are the barriers/challenges in your way?

Business Strategy

Brand Strategy

Execution

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Who is your target market?

Business Strategy

Brand Strategy

Execution

Demographic: Men between the ages of 25-35 with above average incomePsychographic: They are sick of Apple and see the Iphone as mainstream and clichéBehavioral: They are looking for a new phone and probably visit Gizmodo and Inventorspot on a daily basis

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Key insight: What do they want?

Business Strategy

Brand Strategy

Execution

They want a phone that does not impose

its values and rules on them. They’re tired

of Apple dictating what’s cool and what’snot, what can and cannot be. They wantan OS that’s a platform rather than a

straightjacket.

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How does the product meet their needs?

Business Strategy

Brand Strategy

Execution

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What are you REALLY selling?

Business Strategy

Brand Strategy

Execution

 An open source alternative

to ‘the man’We’re a platform, not a

straight jacket

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What do you stand for?

Business Strategy

Brand Strategy

Execution

We are to Apple what Applewas to IBM in 1984

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What Interbrand doesn’t want you to know

Brand Strategy is USELESS

without Brand ActionBusiness Strategy

Brand Strategy

Execution

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Naming

Business Strategy

Brand Strategy

Execution

an·droid –noun1. a robot resembling a human being

The Android software is the reflection

of it’s user in a a mobile device

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Product Innovation

Business Strategy

Brand Strategy

Execution

 App Inventor A program that helps non-professional

developers to invent their own apps

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Interface

Business Strategy

Brand Strategy

ExecutionCustomizable UI

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Business Strategy

Brand Strategy

Execution

Dominate the mainstream

App market by being an

open OS rather than aclosed handset company

The smart phone for

everybody

App creator, etc.

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SOME PRACTICE

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1.  What are you setting out to build?

2.  Who are you targeting?

3. Whats their key painpoint?

4.  How do you address it?

5.  What do you stand for?