brand architecture

_seminar : john ream, president

© 2011 Connect Agency. All rights reserved.

brand architecture - "i have a logo, isn't that my brand?"

_no it isn't.


agenda - be a brand architect.

_pressure : it doesn't have to be.

*meaning *dna*case study*experience*utility*extension*take aways


meaning - all grown'd up.*the structure of brands within an entity.

_brand architecture


meaning - "the dictionary."*brand [braend]

_noun : a kind of something distinguished by some distinctive characteristic.


meaning - "wiki."*brand [braend]

_noun : the personality of a product, service or company and how it relates to key constituencies.


meaning - what we think.*brand [braend] - the tangible and intangible values of a product, service or place.

_adverb : when, where and why.


dna - just like molecules.*blueprint of brand promise + brand personality + brand identity = brand dna

_brand dna : "woven" values of distinctiveness, novelty and attributes, as compared to competition.


dna - just like molecules.*brand promise = what you will deliver that is unique, compelling, and believable at every level.


_brand promise : what do you promise to every constituent.

dna - just like molecules.*brand personality = 5 primary, including secondary, psychological attributes that illustrate the behavior, thoughts and emotions of the brand .

_brand personality : what does the brand do, like, eat, etc.


dna - just like molecules.*brand identity = the top 3 tangible or intangible value attributes oneassociates with a brand.

_visual brand identity : the visual representation of the attributes.


dna - TRAC heavy duty filters

*brand promise = best option in tractor parts.*brand personality = reliable, tough, fair, cutting edge, rebel (badge brand).*brand identity = OEM quality for less money, trusted option in tractor sector.

_trac what? : where it started.


dna - TRAC

_identity : tag line.


experience - "market me"*the experiential aspect that consists of all points of contact with the brand.

_brand experience : every form of communications should be seen as an experience of the dna.


experience - yogaberry*yogabuddy - program and POP*employees - uniform*customer experience - menus*marketing - promotion*marketing - website

_yoga what? : the brand actually talked.


utility - give'm something.*create something of goodwill surrounding the brand.*provide tools, resources, access.*Nike+*Ballers Network

_brand utility : how can you make daily activities around your brand easier.


extension - if they like this...*80% of new brands use this to intro new brands or create/increase sales.*reduce risk and cost of entry.*Jello, created Jello Pudding Pops*Arm & Hammer, Oral Care & Laundry

_brand extension : use existing brand loyalty as a vehicle to enter a new or modified category.


summary - live by the dna.

_the brand


summary - live by the dna.*use the core structure of the promise, personality and identity to be "brand dna." deliver the dna at every level through experiences, utility, and extension to make up "the brand."

_the brand


next - "continued ed."*integrated marketing (may)*reputation management (jun)*unexpected insights (jul)

_up coming : seminars & workshops


brand architecture

Business

brand dna

brand personality

brand experience

brand utility

brand extension

brand braend

visual brand identity

blueprint of brand promise