1.1.1 BRAND IDENTITY: ITS MORE THAN A LOGO! Lecture delivered at Golden Gate University, January 19, 2014 3/24/2014 Judy Hopelain Marketing Lecturer, UC Berkeley Founder, Pure Gravy LLC Partner, Brand Amplitude LLC

2. Founder, Pure Gravy LLC Partner, Brand Amplitude LLC Lecturer, UC Berkeley jhopelain@haas.berkeley.edu Over 20 years helping position companies for marketplace success. Recent clients include J. Crew, Angies List, Outward Bound, and McKesson. Multi-channel retail and management/brand consulting Founded Pure Gravy LLC to do hands-on insights, strategy, and implementation consulting Marketing faculty at UC Berkeleys Haas School of Business since 2009 Teach Brand Strategy & Management Undergraduate faculty advisor for Marketing B.A. Political Science/Public Service, University of California, Davis Master of Public Policy, University of Michigan, Ann Arbor Thanks for having me! Im Judy Hopelain Pure Gravy LLC Positionings that beat plan! 3. 3/24/2014 3 Topics For Today The Brand Strategy Roadmap Brand Identity Deep Dive Brand Purpose Is The New Black Patagonia Brand Identity Example Exercise: A Declining Brands Identity 3 4. BrandEquity Desired Current Today Time Future Current Image Market Perceptions 4 Value Proposition Future Focused Key Brand Benefit 1 Brand Strategy Roadmap Positioning Relative to Alternatives 3 12-18 months Emotional Brand Connection Brand Identity2 5-7 Years Enduring The Brand Strategy Big 3 http://www.brandingstrategyinsid er.com/2012/12/the-trinity-of- brand- strategy.html#.Urfdu2RDs_w 4 5. 5 Brand Identity Overview Why it matters: Explains how brand supports the organizations mission and objectives Informs decisions about marketing and the customer experience Enables the brand to be used as a filter in hiring, partnerships, acquisitions, and more Definition: Describes how a brand wants to be understood by customers, consumers, employees and other stakeholders after repeated exposure over time. Articulates the values, culture and needs of key constituents, both internal and external It takes time to fulfill, so its revisited infrequently Emotional Brand Connection Brand Identity 2 Best practice: Internalize the identity up and down the organization, so that everyone is working from the same understanding and to ensure the same brand filters are applied in decision making. 5 6. Adapted from the Brand Identity Prism by Jean-Noel Kapferer, The New Strategic Brand Management, 2012, p.156 Brand Identity Prism 6 All brand identities include capabilities, personality and rallying cry. Capabilities: What do we do? Personality: How do we deliver? What this all adds up to: Rallying Cry Internal Values & Culture: Who are we? Noble Purpose: Why do we exist? Aspirational Image: What do customers want their use of the brand to say about them? Shared Values & Community: What do we and customer have in common? Some brands will have most of the additional elements listed, and a few will have them all. 7. This element answers the question: What do we do? Capabilities are about the brands value-added. What the brand does (may not be distinctive) How well it performs Quality or performance standards May not be highly differentiating 2 1.7 Capabilities 7 Capabilities: Girls central they get girls Leaders in play they understand the value of play Age-appropriate products they know how to design products for girls of all ages Example: Barbie 8. Source: Jennifer Aaker 1.8 This element answers the question: How do we deliver? Some brands are incredibly earnest, others are super smart. By communicating their personality, brands build character. Consumers identify with the brands personality or project themselves into it. Brand Personality 8 9. This element answers the question: Who are we? Strong brands are built on a strong culture and a clear set of shared values that articulate the brands core beliefs and way of operating. 1.9 Internal Culture & Values 9 The cultural facet of brands identity underlines that brands are engaged in an ideological competition. - Jean Noel Kapferer 1. It is our nature to innovate. 2. Nike is a company. 3. Nike is a brand. 4. Simplify and go. 5. The consumer decides. 6. Be a sponge. 7. Evolve immediately. 8. Do the right thing. 9. Master the fundamentals. 10. We are on the offense always. 11. Remember the man. (The late Bill Bowerman, Nike co-founder) Nike Maxims 10. This element answers the question: What do we have in common? Brand loyalty provides a sense of belonging. Whether its formal or grassroots, that connection provides a powerful bond and source of distinction Example: Harley Davidson 1983: Harley-Davidson faced extinction By 2008: A top 50 global brand valued at $7.8 billion Built a unique brand community organized around the lifestyle, activities, and ethos of the brand Retooled every aspect of the organization from culture to operating procedures and governance structure to drive community strategy 1.10 Shared Values & Community 10 http://vimeo.com/75344967 11. This element answers the question: Why do we exist? Strong brands have a vision of the world. The idea of Being of Service underlies this facet of the prism. Noble Purpose refers to the larger goal or cause the brand aspires to serve. It is meant to be motivating to employees, and important to customers and other external stakeholders, articulating how it aims to make peoples lives better. 1.11 Noble Purpose Examples: 11 Eliminate excess calories from the American diet, support organic agriculture, spread fair-trade labor standards in developing nations Improve peoples lives through business Get businesses and people involved in the fight against AIDS 12. This element answers the question: What do customers want their use of the brand to say about them? Repeated use and reliance on a brand demonstrates its value to the user Brand loyalty provides an emotional or self-expressive benefit Use of the brand tells others something about the user, and it tells the user something about her/himself 1.12 Aspirational Self-Image 12 Example: Ralph Lauren Ralph Lauren has always stood for providing quality products, creating worlds and inviting people to take part in our dream. We were the innovators of lifestyle advertisements that tell a story and the first to create stores that encourage customers to participate in that lifestyle. Ralph Lauren 13. This element answers the question: What does all this add up to? The Rallying Cry is 3-5 word shorthand encapsulation of the brand identity Defines the category of business for the brand, sets boundaries, clarifies what is unique Should be memorable, crisp and vivid in meaning Stakes out ground that is personally meaningful and relevant to as many employees as possible Not an advertising slogan, and generally not used publicly 1.13 Rallying Cry 13 Emotional Modifier Descriptive Modifier Brand Category/Industry + + Ritz-Carlton: Ladies & Gentlemen Serving Ladies & Gentlemen http://youtu.be/AANS1QlS6kQ BMW: Ultimate Driving Machine http://youtu.be/NJ81ivxPl20 Disney: Fun Family Entertainment http://youtu.be/MAE_OgMrkaQ Examples: Framework: 14. Internal Culture & Values Reduced environmental footprint Corporate transparency Flout convention Capabilities Well-made, functional products with a flair Gear for an active life New business incubator Personality Blunt Expert Hopeful Noble Purpose Helping to solve the environmental crisis Shared Values & Community 1% for the Planet Aspirational Self- Image Participating in the Responsible Economy Putting It All Together: Patagonia Rallying Cry: Use business to inspire environmental change 2 14 What we do Who we are Why we exist How we deliver What customers want their use of the brand to say about them What brand and customers have in common 15. 3/24/2014 1.15 15 16. 3/24/2014 1.16 16 Practice Choose a brand from the list of Top 100 that declined in value from 2012 to 2013 that you are familiar with and answer these questions: 1. Why do you think the brands value declined from 2012 to 2013? 2. How might a clearer, more compelling noble purpose help the brand reverse this decline? What might be a compelling noble purpose for this brand? 2013 Rank Brand (Decline) 57 Nokia (-65%) 71 Morgan Stanley (-21%) 67 Nintendo (-14%) 78 MTV (-12%) 87 Avon (-11%) 61 Dell (-10%) 35 Canon (-9%) 46 Sony (-8%) 9 Intel (-5%) 37 Nescafe (-4%) 47 Thomson Reuters (-4%) 84 Santander (-2%) 15 HP (-1%) 53 Heinz (-1%) Interbrand Top 100 Brands That Declined in Brand Value From 2012 to 2013 http://www.interbrand.com/en/best-global-brands/2013/Best-Global-Brands-2013-Brand- View.aspx