brand rules
DESCRIPTION
Vedic ProjectTRANSCRIPT
![Page 1: Brand Rules](https://reader031.vdocuments.mx/reader031/viewer/2022020207/54c138874a795923118b4603/html5/thumbnails/1.jpg)
HOW TO BRIDGE
THE DISTANCE
BETWEEN
BUSINESS STRATEGY
AND DESIGN
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WHAT YOU’LL LEARN:
A modern definition of brand
The five disciplines of brand-building
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READY?
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LET’S START BY DISPELLING SOME MYTHS.
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FIRST
A brand is not a logo.
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SECOND
A brand is not an identity.
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X
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FINALLY
A brand is not a product.
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![Page 12: Brand Rules](https://reader031.vdocuments.mx/reader031/viewer/2022020207/54c138874a795923118b4603/html5/thumbnails/12.jpg)
so what exactly is a brand?
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A BRAND IS A PERSON’S
GUT FEELING ABOUT
A PRODUCT, SERVICE,
OR ORGANIZATION.
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You buy products based on your
FEELING FOR THE PRODUCT.
You buy services based on your
FEELING TOWARDS THE PROVIDER.
You engage with an organization based on your
FEELING ABOUT THE ORGANIZATION.
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It’s a GUT FEELING because peopleare emotional, intuitive beings.
It’s a PERSON’S gut feeling,because brands are defined by individuals,not companies, markets, or the public.
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In other words...
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IT’S NOT WHAT YOU SAY IT IS.
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IT’S WHAT THEY SAY IT IS.
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WHY IS BRANDING SO HOT?
People have too many choices and too little time
Most offerings have similar quality and features
We tend to base our buying choices on trust
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THERE ARE 1,349 CAMERAS ON THE MARKET.
HOW DO YOU DECIDE WHICH ONE TO BUY?
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T R U S T
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Trust comes from meeting and beating customer expectations.
TRUST RELIABILITY
T= dr+DELIGHT
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Does a brand have a dollar value?$
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AND HOW.
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Five ways to measure brand value:
PRICE PREMIUM
CUSTOMER PREFERENCE
REPLACEMENT COST
STOCK PRICE
FUTURE EARNINGS
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2
3
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5
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BRAND
NAME
COCA-COLA
MICROSOFT
IBM
FORD
MERCEDES
HONDA
BMW
KODAK
GAP
NIKE
PEPSI
XEROX
APPLE
STARBUCKS
THIS SELECTION FROM INTERBRAND’S TOP 100 LIST
SHOWS WHY BRANDS ARE WORTH PROTECTING:
2001
BRAND VALUE
($MM)
68,945
65,068
52,752
30,092
21,728
14,638
13,858
10,801
8,746
7,589
6,214
6,019
5,464
1,757
% CHANGE
BRAND VS.
PREVIOUS YEAR
-5%
-7%
-1%
-17%
+3%
-4%
+7%
-9%
-6%
-5%
-6%
-38%
-17%
+32%
BRAND VALUE
AS % OF
MARKET CAP
61%
17%
27%
66%
48%
33%
62%
82%
35%
66%
9%
93%
66%
21%
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COKE’S MARKET CAP,
INCLUDING BRAND VALUE:
$120 BILLION
COKE’S MARKET CAP,
NOT INCLUDING BRAND VALUE:
$50 BILLION
WITHOUT THE BRAND,
COKE’S GLASS WOULD
BE HALF EMPTY
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Dollar share = 13.8%Market share = 9%
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The main purpose of branding is to get
MORE PEOPLE to buy MORE STUFF
for MORE YEARS at a HIGHER PRICE.
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b
BS=
SUCCESS
BANG
BUCK
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$27,000
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$29,000
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➔➔
Stock value
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➔➔
Stock valueGrowth
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➔➔
Stock valueGrowthInnovation
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➔➔
Stock valueGrowthInnovationDifferentiation
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➔➔
Stock valueGrowthInnovationDifferentiationVision
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➔➔
Stock valueGrowthInnovationDifferentiationVisionVision
BR
AN
D
INV
ES
TM
EN
T
BR
AN
D
INV
ES
TM
EN
T
Differentiation
BR
AN
D
INV
ES
TM
EN
T
Innovation
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PREDICTION
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PREDICTION
BRAND WILL BECOME THE MOST POWERFUL
STRATEGIC TOOL SINCE THE SPREADSHEET.
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PROBLEM
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PROBLEM
IN MOST COMPANIES,
STRATEGY IS SEPARATED FROM
CREATIVITY BY A WIDE GAP
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STRATEGIC THINKERS
Analytical
CREATIVE THINKERS
Intuitive
Logical
Linear
Numerical
Verbal
Emotional
Spatial
Visual
Physical
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DOES THE LEFT BRAIN KNOW WHAT THE RIGHT BRAIN IS DOING?
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When both sides work together, you build a charismatic brand.
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A CHARISMATIC BRAND is a product,
service, or organization for which
people believe there’s no substitute.
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Which of these brands are charismatic?
QUIZ:
JETBLUE
EVEREADY
CITIBANK
GENERAL ELECTRIC
KRISPY KREME
APPLE
DASANI
UNITED ARTISTS
CHARLES SCHWAB
SAMSUNG
FORD
NISSAN
HITACHI
ACCENTURE
KMART
BURGER KING
LEVI’S
HOME DEPOT
LONGS DRUGS
IKEA
REEBOK
NEWSWEEK
NORDSTROM
PEPSI-COLA
OXO GOODGRIPS
DISNEY
PRELL
RUBBERMAID
RCA
MACY’S
SAFEWAY
GOLDMAN SACHS
SEARS
MINI COOPER
VIRGIN
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Which of these brands are charismatic?
QUIZ:
JETBLUE
EVEREADY
CITIBANK
GENERAL ELECTRIC
KRISPY KREME
APPLE
DASANI
UNITED ARTISTS
CHARLES SCHWAB
SAMSUNG
FORD
NISSAN
HITACHI
ACCENTURE
KMART
BURGER KING
LEVI’S
HOME DEPOT
LONGS DRUGS
IKEA
REEBOK
NEWSWEEK
NORDSTROM
PEPSI-COLA
OXO GOODGRIPS
DISNEY
PRELL
RUBBERMAID
RCA
MACY’S
SAFEWAY
GOLDMAN SACHS
SEARS
MINI COOPER
VIRGIN
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Any brand can be charismatic.
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EVEN YOURS.
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But first,
you have to master the FIVE DISCIPLINES of BRAND-BUILDING.
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1DIFFERENTIATE
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FACT:
Our brains act as filters to protect us
from too much information.
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WE’RE HARDWIRED TO NOTICE ONLY WHAT’S DIFFERENT.
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BE DIFFERENT.
SOLUTION:
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EXPERIENCE
“What you feel”
FEATURES
“What it is”
IDENTIFICATION
“Who you are”
BENEFITS
“What it does”
1950 1900 2000 1925
Marketing today is about creating tribes.
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People join different tribes for different activities.
DRIVING VOLKSWAGEN
READING AMAZON
COOKING WILLIAMS-SONOMA
TRAVEL ORBITZ
SPORTS NIKE
BANKING CITIBANK
COMPUTING DELL
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ON SUNDAYS THEY WORSHIP HARLEY,
GOD OF THE OPEN ROAD.
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The three most important words in differentiating your brand:
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FOCUS1
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FOCUS2
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FOCUS3
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IS THIS HOW YOUR CUSTOMERS SEE YOU?
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THE FOCUS TEST:
1 Who are you?
What do you do?2
Why does it matter?3
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Unless you have compelling answers to
these questions, YOU NEED MORE FOCUS.
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Nine basic market positions:
BEST SELLING1
BEST KNOWN3
ONLY2
EASIEST4
FASTEST6
MOST COMPLETE5
MOST POWERFUL7
MOST AFFORDABLE9
NEWEST8
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OUR BRAND
IS THE ONLY
SERVICE
THAT MATTERS.
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If you can’t state what makes
you different in 12 words or less,
don’t fix your statement.
Fix your company.
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PLOP, PLOP,
FIZZ, FIZZ.
OH, WHAT A
RELIEF IT IS!
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PLOP, PLOP,
FIZZ, FIZZ.
OH, WHAT A
RELIEF IT IS!
ALKA-SELTZER
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THE WORLD’S
ONLINE
MARKETPLACE
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THE WORLD’S
ONLINE
MARKETPLACE
EBAY
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TALK
TO
CHUCK
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TALK
TO
CHUCK
CHARLES
SCHWAB
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YOU’RE NOW
FREE TO
MOVE ABOUT
THE COUNTRY
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YOU’RE NOW
FREE TO
MOVE ABOUT
THE COUNTRY
SOUTHWEST
AIRLINES
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LET’S
MOTOR
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LET’S
MOTORMINI COOPER
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The most common reason for loss of focus
is ILL-CONSIDERED BRAND EXTENSIONS.
![Page 83: Brand Rules](https://reader031.vdocuments.mx/reader031/viewer/2022020207/54c138874a795923118b4603/html5/thumbnails/83.jpg)
BAD BRAND EXTENSIONS are those
that chase short-term profits at the
expense of long-term brand value.
GOOD BRAND EXTENSIONS
grow the value of a brand
by reinforcing its focus.
![Page 84: Brand Rules](https://reader031.vdocuments.mx/reader031/viewer/2022020207/54c138874a795923118b4603/html5/thumbnails/84.jpg)
EXAMPLE:
SWATCHFOCUSED FUN WATCHES=
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EXAMPLE:
SWATCHFOCUSED FUN WATCHES=
+UNFOCUSED SWATCH FUN WATCHES CARS=
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EXAMPLE:
THE GOOD GRIPS BRAND HAS GROWN STRONGER WITH EVERY BRAND EXTENSION.
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2COLLABORATE
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PARTNERSHIPOWNERSHIP
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PARTNERSHIPOWNERSHIP
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COLLABORATIONINDIVIDUAL TASKS
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COLLABORATIONINDIVIDUAL TASKS
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LIKE BUILDING
A CATHEDRAL,
BUILDING A BRAND
IS A COLLABORATIVE
PROJECT.
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It takes a village
to build a brand.
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THERE ARE THREE BASIC MODELS
FOR ORGANIZING BRAND COLLABORATION:
![Page 97: Brand Rules](https://reader031.vdocuments.mx/reader031/viewer/2022020207/54c138874a795923118b4603/html5/thumbnails/97.jpg)
The ONE-STOP SHOP
contains the resources
to develop and steward the brand.
P U B L I C A T I O N S
E V E N T S
N A M I N G
P A C K A G I N G
P R O M O T I O N S
S U P P L I E R S
P R O D U C T
D E S I G N
W E B
D E S I G N
P U B L I C
R E L A T I O N S
A N N U A L
R E P O R T S
B R A N D
S T R A T E G Y
D I R E C T
R E S P O N S E
C R E A T I V E
S E R V I C E S
E X H I B I T S
I D E N T I T Y
A D V E R T I S I N G
R E S E A R C HP O P
D I S P L A Y S
C O M P A N Y
![Page 98: Brand Rules](https://reader031.vdocuments.mx/reader031/viewer/2022020207/54c138874a795923118b4603/html5/thumbnails/98.jpg)
ONE-STOP SHOP SCORECARD
Easy to manage Little choice of teams
Promise of consistency Little ownership of brand
![Page 99: Brand Rules](https://reader031.vdocuments.mx/reader031/viewer/2022020207/54c138874a795923118b4603/html5/thumbnails/99.jpg)
The BRAND AGENCY
hires best-of-breed
firms to help developand steward the brand.
P U B L I C A T I O N S
E V E N T S
N A M I N G
P A C K A G I N G
P R O M O T I O N S
S U P P L I E R S
P R O D U C T
D E S I G NW E B
D E S I G N
P U B L I C
R E L A T I O N S
A N N U A L
R E P O R T S
B R A N DS T R A T E G Y
D I R E C TR E S P O N S E
C R E A T I V E
S E R V I C E S
E X H I B I T S
I D E N T I T Y
A D V E R T I S I N G
R E S E A R C H
P O P
D I S P L A Y S
C O M P A N Y
B R A N D A G E N C Y
![Page 100: Brand Rules](https://reader031.vdocuments.mx/reader031/viewer/2022020207/54c138874a795923118b4603/html5/thumbnails/100.jpg)
BRAND AGENCY SCORECARD
Choice of teams Little ownership of brand
Promise of consistency
![Page 101: Brand Rules](https://reader031.vdocuments.mx/reader031/viewer/2022020207/54c138874a795923118b4603/html5/thumbnails/101.jpg)
The INTEGRATED MARKETING TEAM
is managed internally with open
collaboration amongbest-of-breed specialists.
P U B L I C A T I O N S
E V E N T S
N A M I N G
P A C K A G I N G
P R O M O T I O N S
S U P P L I E R S
P R O D U C T
D E S I G N
W E B
D E S I G N
P U B L I C
R E L A T I O N S
A N N U A L
R E P O R T S
B R A N DS T R A T E G Y
D I R E C T
R E S P O N S E
C R E A T I V E
S E R V I C E S
E X H I B I T S
I D E N T I T Y
A D V E R T I S I N G
R E S E A R C H
P O P
D I S P L A Y S
C O M P A N Y
![Page 102: Brand Rules](https://reader031.vdocuments.mx/reader031/viewer/2022020207/54c138874a795923118b4603/html5/thumbnails/102.jpg)
INTEGRATED MARKETING TEAM SCORECARD
Choice of teams Difficult to manage
Ownership of brand
Promise of consistency
![Page 103: Brand Rules](https://reader031.vdocuments.mx/reader031/viewer/2022020207/54c138874a795923118b4603/html5/thumbnails/103.jpg)
IN REALITY, COLLABORATIVE
NETWORKS AREN’T THAT SIMPLE.
![Page 104: Brand Rules](https://reader031.vdocuments.mx/reader031/viewer/2022020207/54c138874a795923118b4603/html5/thumbnails/104.jpg)
and that’s OK.
![Page 105: Brand Rules](https://reader031.vdocuments.mx/reader031/viewer/2022020207/54c138874a795923118b4603/html5/thumbnails/105.jpg)
Collaborative networks are not new.
![Page 106: Brand Rules](https://reader031.vdocuments.mx/reader031/viewer/2022020207/54c138874a795923118b4603/html5/thumbnails/106.jpg)
A successful model has existed for years.
![Page 107: Brand Rules](https://reader031.vdocuments.mx/reader031/viewer/2022020207/54c138874a795923118b4603/html5/thumbnails/107.jpg)
![Page 108: Brand Rules](https://reader031.vdocuments.mx/reader031/viewer/2022020207/54c138874a795923118b4603/html5/thumbnails/108.jpg)
Like building a cathedral,
making a movie takes
hundreds of collaborators.
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JOEL DARTMOUTHKELLY MARINTREVOR CARMICHAELJOHN T. LANDONSHARON BONDLYPAUL DERAINJACQUES SOUVERAINMICHAEL BRANDSTEVEN GOLDSTEINTRENT LOCKARTJACKSON BARNESJOSEPH AKIO TERENCE BRADLEYMO DERENIROBERT UNDERHILLKEN SILVERHILARY PROPRIATOMICHAEL O. KELLHECTOR ABONDASNORMAN BRIERSTACY BRECKSTEINJOE KALEYBRIAN BELSENABRAHAM LENDERT. T. MCBRIDEVAN DERICKEJOHN R. CARLSONVICTOR AMOSSEAN O' KENNAJEFFREY ROCKENDARREL TOM
Carlos GEOFF WRIGHTMARK CONTADINASUE SKENNIANCHARLIE MARQUETTEVICTOR BANERASF. C. CAMERON TELLIE PANOPOULISMARTIN AIRESSTEFAN C. KAISERBILL MOORE
Smoocher BoyAgent Sims
Agent TownsendAgent Kruzic
DijonJean-Michel
KeynesCorelli
JohnstonBillie
Guards
LibrarianField Officer
Bus DriverNight GuardMeter Maid
First DetectiveSecond Detective
Beat CopParking Cop
Helicopter PilotFirst Old Man
Second Old ManTax Collector
Stunt CoordinatorAssistant Stunt Coordinator
Stunt Doubles
MarianaAjax
Sgt. SantosCarter
Smoocher BoyAgent Sims
Agent TownsendDijon
Stunts
STEVE ADRIANBOB CARTERMICKEY DISANTISMIKE FLANAGANGEOFF IPSWICHBARRIE LAWRENCEJACKIE MACDOUGALJAMES PETRICKEMARY STAUFFACHERCORNELIA THERRIENRAUL VALERIA
BENJAMIN BARKELEYGORDON COLERIDGEJILLIAN DRUCKERBILL GEORGEMICHAEL KANTERTERRY LEVINSONGREG NEVILSONPETE POLSONFREDDIE STEENJEREMY TRICKETTRONALD DEAVER-WEBB
TONY BEAUJOLAISIVAN DEVERSONJOE EVANSJULIA HARRISONKENNETH KITTRIDGETED MARSTENBOB OSBORNERAY TELSONCAB UPTONPETER YOUNGROBERT G. RUNYAN
Hong Kong Kung Fu Team
YUAN Tiger CHU CHEN Dragon SEN
![Page 110: Brand Rules](https://reader031.vdocuments.mx/reader031/viewer/2022020207/54c138874a795923118b4603/html5/thumbnails/110.jpg)
FRANCIE MASCAREN THOMASONMIGUEL TRASEROFRANCES CHUPEDRO BOGANILLONUALA CORIANTRACY COLLISTONSERGIO MOLOBENJAMIN HIRASUNASTEPHANIE RANDGERI DEMONDESTELLAN GRETZKEMADELINE BARRLANCE DUNSTABLEMARCO DIPAOLODEN MCENERYLISA BARHAMDRU LEE MANNINGCARRIE DUNEMARIE BELLEAUPAUL POLITOROCK HANDLERGORDON ALBRIGHTCRIS MORTENBARRIE M. HORSTJACOB TREIBHORACE STEINTHOM CARRABINEART KELLEHERLUCIANO PROPRIODAVID BELLZUZU MANHEIMKAREN CAROLUSJ. D. WHEATLYWILLIAM TREVANTSTU JEFFERSONJOSH KNIPPLECOLIN FARRINGDONPETER STANISLOVKIT GOINESBENNIE JAMESONRICK DEMISSTANLEY FREYG. G. NEWMANDAVID WEINBERGRICKY MONROEWILLI STRASBURGSTAN BENTONCHARLES CRIVORNNORM LOFGRENVIC DOLANGIORGIO VIVATOTEL STEPHENOPOLISTRINI GONZALEZMARCI STEINBELINDA MCNAIRCARI DUNNMICHELLE TONASROBERTO BELLINITRICIA RARIO
Manners and Modes SupervisorStoryboard Artists
Art Department ResearcherArt Department Coordinator
Conceptual DesignerGraphics
IllustratorSet Designers
Set Decorators
Script SupervisorCamera Operator
Steadycam Operator1st Assistant Camera
2nd Assistant CameraStill Photographer
Sound RecordistBoom Operators
Video Operator
Property Master
Action Vehicle CoordinatorsGaffer
Best BoyRigged Gaffers
Props
Key GripHead Grip
Dolly Grips
Rigging GripMake-up Artists
![Page 111: Brand Rules](https://reader031.vdocuments.mx/reader031/viewer/2022020207/54c138874a795923118b4603/html5/thumbnails/111.jpg)
TIM CURRIEDONALD VERESDAVID HUSSEINBRIDGET QUESTEDFRANCESCA ROTIGREG STONEWILL SUTTONINGE JOHANSSONDREW CRAINURSULA BIERSCH
JARED BAGMANKAROL CONSTRANDY HARDWICKMAL GERICKECASS MONAHANPATRICE ARNEMPEDRO CARILLOSANDY PRIESTLYJOHN LANGORFBRENDA CALEMARK THOMASKYLE M. SULLIVANPATRICK MAHONEYSTAV PROMIDESMARGRIET BILLTANIA SHAUBBENNET JURIANCHUCK TRALIKPENNY GARCIAGRAYSON TRUESLIM DELGADOBATOUTAHELL, INCPACIFIC DREAMS, LLCARTISTIC RECORDS, INC.JAY FLAMMER
Dig Composite Supv
Digital Compositors
Background Artists
CGI Lead Animators
CGI Animators
VFX SupervisorProgrammer
System AdminProduction Admin
Production AideProducer
Scene GraphicsCGI Artist Coord
CGI Designer
Compositors
I/O SupervisorAssorted Visual Effects
Color TonerNegative Cutter
Titles Designed byOpticals by
Soundtrack Album onMicroscopic Cinematography by
CGI Artists
VISUAL LOGIC, LLC
`The Producers Wish to Thank the FollowingNASA
CITY OF NEW YORKTHE MARITIME CENTER OF SYDNEY
LOS ANGELES POLICE THE CITY OF BEND, OREGON
SULTAN OF BRUNEI
Filmed on Location inCAPE KENNEDYNEW YORK CITY
SYDNEY, AUSTRALIALOS ANGELES, CALIFORNIA
BEND, OREGON
Filmed with OMNIVISON Cameras and LensesColor by COLORLAB, INC.
Prints by VISTACHROME
![Page 112: Brand Rules](https://reader031.vdocuments.mx/reader031/viewer/2022020207/54c138874a795923118b4603/html5/thumbnails/112.jpg)
In the last ten years,
creative collaboration
spread to brand-building.
![Page 113: Brand Rules](https://reader031.vdocuments.mx/reader031/viewer/2022020207/54c138874a795923118b4603/html5/thumbnails/113.jpg)
MYTH:
Wide experience leads to deep insights.
![Page 114: Brand Rules](https://reader031.vdocuments.mx/reader031/viewer/2022020207/54c138874a795923118b4603/html5/thumbnails/114.jpg)
FACT:
Deep insights come from deep experience.
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1 1+ 11=
![Page 116: Brand Rules](https://reader031.vdocuments.mx/reader031/viewer/2022020207/54c138874a795923118b4603/html5/thumbnails/116.jpg)
WHY?
![Page 117: Brand Rules](https://reader031.vdocuments.mx/reader031/viewer/2022020207/54c138874a795923118b4603/html5/thumbnails/117.jpg)
Because the mathematics of collaboration
is nothing less than MAGIC.
![Page 118: Brand Rules](https://reader031.vdocuments.mx/reader031/viewer/2022020207/54c138874a795923118b4603/html5/thumbnails/118.jpg)
![Page 119: Brand Rules](https://reader031.vdocuments.mx/reader031/viewer/2022020207/54c138874a795923118b4603/html5/thumbnails/119.jpg)
![Page 120: Brand Rules](https://reader031.vdocuments.mx/reader031/viewer/2022020207/54c138874a795923118b4603/html5/thumbnails/120.jpg)
3INNOVATE
![Page 121: Brand Rules](https://reader031.vdocuments.mx/reader031/viewer/2022020207/54c138874a795923118b4603/html5/thumbnails/121.jpg)
EXECUTION
IS WHERE THE RUBBER MEETS THE ROAD.
(NOT STRATEGY)
![Page 122: Brand Rules](https://reader031.vdocuments.mx/reader031/viewer/2022020207/54c138874a795923118b4603/html5/thumbnails/122.jpg)
CREATIVITY IS WHAT GIVES BRANDS THEIR TRACTION IN THE MARKETPLACE.
![Page 123: Brand Rules](https://reader031.vdocuments.mx/reader031/viewer/2022020207/54c138874a795923118b4603/html5/thumbnails/123.jpg)
Why do companies have so much trouble with creativity?
![Page 124: Brand Rules](https://reader031.vdocuments.mx/reader031/viewer/2022020207/54c138874a795923118b4603/html5/thumbnails/124.jpg)
Because CREATIVITY is RIGHT-BRAINED,
![Page 125: Brand Rules](https://reader031.vdocuments.mx/reader031/viewer/2022020207/54c138874a795923118b4603/html5/thumbnails/125.jpg)
and STRATEGY is LEFT-BRAINED.
![Page 126: Brand Rules](https://reader031.vdocuments.mx/reader031/viewer/2022020207/54c138874a795923118b4603/html5/thumbnails/126.jpg)
STRATEGIC THINKING
A CB D
![Page 127: Brand Rules](https://reader031.vdocuments.mx/reader031/viewer/2022020207/54c138874a795923118b4603/html5/thumbnails/127.jpg)
CREATIVE THINKING
D
V Z
Q
![Page 128: Brand Rules](https://reader031.vdocuments.mx/reader031/viewer/2022020207/54c138874a795923118b4603/html5/thumbnails/128.jpg)
MANTRA FOR INNOVATORS:
when others zig
zag.
![Page 129: Brand Rules](https://reader031.vdocuments.mx/reader031/viewer/2022020207/54c138874a795923118b4603/html5/thumbnails/129.jpg)
THE REASON THE BEATLES WERE WILDLY SUCCESSFUL
IS BECAUSE “THEY NEVER DID THE SAME THING ONCE.”
![Page 130: Brand Rules](https://reader031.vdocuments.mx/reader031/viewer/2022020207/54c138874a795923118b4603/html5/thumbnails/130.jpg)
SIMPLICITY
TRANSPARENCY
NOSTALGIA
HIGH DESIGN
OUTSOURCING
DEMOCRACY
AUTHENTICITY
CREATIVITY
KNOWLEDGE
CAPITAL
LONGEVITY
MOBILECOMPUTING
DESIGN
ORGANICFOOD
OPENNESSHEALTH CARE MENTALFITNESS
![Page 131: Brand Rules](https://reader031.vdocuments.mx/reader031/viewer/2022020207/54c138874a795923118b4603/html5/thumbnails/131.jpg)
QUESTION:
How do you know when an idea is innovative?
![Page 132: Brand Rules](https://reader031.vdocuments.mx/reader031/viewer/2022020207/54c138874a795923118b4603/html5/thumbnails/132.jpg)
ANSWER:
WHEN IT SCARES THE HELL OUT OF EVERYBODY.
![Page 133: Brand Rules](https://reader031.vdocuments.mx/reader031/viewer/2022020207/54c138874a795923118b4603/html5/thumbnails/133.jpg)
TOO PREDICTABLE = NO SURPRISE
NO SURPRISE NOTHING NEW =
NOTHING NEW NO VALUE=
![Page 134: Brand Rules](https://reader031.vdocuments.mx/reader031/viewer/2022020207/54c138874a795923118b4603/html5/thumbnails/134.jpg)
To begin with, the brand needs a STAND-OUT NAME.
![Page 135: Brand Rules](https://reader031.vdocuments.mx/reader031/viewer/2022020207/54c138874a795923118b4603/html5/thumbnails/135.jpg)
Agilent
Agilis
Ajilon
Agere
Advantix
Advantis
Adventis
Advanta
Actuant
Equant
Guidant
Reliant
Prodigy
Certegy
Centegy
Tolity
![Page 136: Brand Rules](https://reader031.vdocuments.mx/reader031/viewer/2022020207/54c138874a795923118b4603/html5/thumbnails/136.jpg)
![Page 137: Brand Rules](https://reader031.vdocuments.mx/reader031/viewer/2022020207/54c138874a795923118b4603/html5/thumbnails/137.jpg)
The seven criteria of a stand-out name:
DISTINCTIVENESS1
BREVITY2
APPROPRIATENESS3
EASY SPELLING AND PRONUNCIATION4
LIKABILITY5
EXTENDABILITY6
PROTECTABILITY7
![Page 138: Brand Rules](https://reader031.vdocuments.mx/reader031/viewer/2022020207/54c138874a795923118b4603/html5/thumbnails/138.jpg)
A GREAT NAME deserves GREAT GRAPHICS.
![Page 139: Brand Rules](https://reader031.vdocuments.mx/reader031/viewer/2022020207/54c138874a795923118b4603/html5/thumbnails/139.jpg)
NEWSFLASH!
LOGOS ARE DEAD. LONG LIVE ICONS AND AVATARS!
![Page 140: Brand Rules](https://reader031.vdocuments.mx/reader031/viewer/2022020207/54c138874a795923118b4603/html5/thumbnails/140.jpg)
An ICON is a name and visual symbol
that suggests a market position.
![Page 141: Brand Rules](https://reader031.vdocuments.mx/reader031/viewer/2022020207/54c138874a795923118b4603/html5/thumbnails/141.jpg)
CBS. The network for “eye-popping” television.
EXAMPLE:
![Page 142: Brand Rules](https://reader031.vdocuments.mx/reader031/viewer/2022020207/54c138874a795923118b4603/html5/thumbnails/142.jpg)
An AVATAR is a brand icon that
can move, change, and operate
freely in various media.
![Page 143: Brand Rules](https://reader031.vdocuments.mx/reader031/viewer/2022020207/54c138874a795923118b4603/html5/thumbnails/143.jpg)
CINGULAR: The “self-expression” cellular service.
EXAMPLE:
![Page 144: Brand Rules](https://reader031.vdocuments.mx/reader031/viewer/2022020207/54c138874a795923118b4603/html5/thumbnails/144.jpg)
![Page 145: Brand Rules](https://reader031.vdocuments.mx/reader031/viewer/2022020207/54c138874a795923118b4603/html5/thumbnails/145.jpg)
The hardest-working packages follow
a natural reading sequence.
THE SHOPPER:
Notices the package1
Asks “What is it?”2
Wonders “Why should I care?”3
Wants to be persuaded4
Needs proof5
![Page 146: Brand Rules](https://reader031.vdocuments.mx/reader031/viewer/2022020207/54c138874a795923118b4603/html5/thumbnails/146.jpg)
By presenting information
to match this sequence,
a package can sell the
product more effectively.
![Page 147: Brand Rules](https://reader031.vdocuments.mx/reader031/viewer/2022020207/54c138874a795923118b4603/html5/thumbnails/147.jpg)
If you communicate with your customersONLINE, your website needs to followa SIMILAR reading sequence, one thatsupplies users with ONLY the informationthey need, instead of trying to squeezeEVERYTHING onto the home page
LIKE THIS and making your users do ALL the work, which will undoubtedly cause them to LEAVE, when all you really have to do is ask yourself this SIMPLE QUESTION:
![Page 148: Brand Rules](https://reader031.vdocuments.mx/reader031/viewer/2022020207/54c138874a795923118b4603/html5/thumbnails/148.jpg)
Does our website look
atf in this dress?
![Page 149: Brand Rules](https://reader031.vdocuments.mx/reader031/viewer/2022020207/54c138874a795923118b4603/html5/thumbnails/149.jpg)
Too many websites are bloated with irrelevant information.
![Page 150: Brand Rules](https://reader031.vdocuments.mx/reader031/viewer/2022020207/54c138874a795923118b4603/html5/thumbnails/150.jpg)
WHY?
![Page 151: Brand Rules](https://reader031.vdocuments.mx/reader031/viewer/2022020207/54c138874a795923118b4603/html5/thumbnails/151.jpg)
TURFISMO
(Every department wants to be on the home page)
1
![Page 152: Brand Rules](https://reader031.vdocuments.mx/reader031/viewer/2022020207/54c138874a795923118b4603/html5/thumbnails/152.jpg)
FEATURITIS
(Inexperienced communicators believe more is better)
2
![Page 153: Brand Rules](https://reader031.vdocuments.mx/reader031/viewer/2022020207/54c138874a795923118b4603/html5/thumbnails/153.jpg)
TECHNOPHOBIA
(Experienced communicators resist new media)
3
![Page 154: Brand Rules](https://reader031.vdocuments.mx/reader031/viewer/2022020207/54c138874a795923118b4603/html5/thumbnails/154.jpg)
Which of these sites looks easier to use?
QUIZ:
![Page 155: Brand Rules](https://reader031.vdocuments.mx/reader031/viewer/2022020207/54c138874a795923118b4603/html5/thumbnails/155.jpg)
![Page 156: Brand Rules](https://reader031.vdocuments.mx/reader031/viewer/2022020207/54c138874a795923118b4603/html5/thumbnails/156.jpg)
![Page 157: Brand Rules](https://reader031.vdocuments.mx/reader031/viewer/2022020207/54c138874a795923118b4603/html5/thumbnails/157.jpg)
For products that sell at retail,
is often the best and last chance to make a sale.
![Page 158: Brand Rules](https://reader031.vdocuments.mx/reader031/viewer/2022020207/54c138874a795923118b4603/html5/thumbnails/158.jpg)
4VALIDATE
![Page 159: Brand Rules](https://reader031.vdocuments.mx/reader031/viewer/2022020207/54c138874a795923118b4603/html5/thumbnails/159.jpg)
THE FEAR OF STUPID
![Page 160: Brand Rules](https://reader031.vdocuments.mx/reader031/viewer/2022020207/54c138874a795923118b4603/html5/thumbnails/160.jpg)
VALIDATION means bringing the
audience into the creative process.
![Page 161: Brand Rules](https://reader031.vdocuments.mx/reader031/viewer/2022020207/54c138874a795923118b4603/html5/thumbnails/161.jpg)
THE OLD COMMUNICATION MODEL WAS A MONOLOGUE.
S E N D E R R E C E I V E RM E S S A G E
![Page 162: Brand Rules](https://reader031.vdocuments.mx/reader031/viewer/2022020207/54c138874a795923118b4603/html5/thumbnails/162.jpg)
THE NEW COMMUNICATION MODEL IS A DIALOGUE.
S E N D E R R E C E I V E RM E S S A G E
![Page 163: Brand Rules](https://reader031.vdocuments.mx/reader031/viewer/2022020207/54c138874a795923118b4603/html5/thumbnails/163.jpg)
T#§T!
![Page 164: Brand Rules](https://reader031.vdocuments.mx/reader031/viewer/2022020207/54c138874a795923118b4603/html5/thumbnails/164.jpg)
![Page 165: Brand Rules](https://reader031.vdocuments.mx/reader031/viewer/2022020207/54c138874a795923118b4603/html5/thumbnails/165.jpg)
QUESTION:
How can you test your most creative ideas
BEFORE they get to market?
![Page 166: Brand Rules](https://reader031.vdocuments.mx/reader031/viewer/2022020207/54c138874a795923118b4603/html5/thumbnails/166.jpg)
HINT:
Not with large
quantitative studies
or focus groups.
![Page 167: Brand Rules](https://reader031.vdocuments.mx/reader031/viewer/2022020207/54c138874a795923118b4603/html5/thumbnails/167.jpg)
QUANTITATIVE STUDIES BURY THE PROBLEM IN HEAPS OF UNHELPFUL DATA.
![Page 168: Brand Rules](https://reader031.vdocuments.mx/reader031/viewer/2022020207/54c138874a795923118b4603/html5/thumbnails/168.jpg)
FOCUS GROUPS WERE INVENTED TO FOCUS
THE RESEARCH, NOT BE THE RESEARCH.
![Page 169: Brand Rules](https://reader031.vdocuments.mx/reader031/viewer/2022020207/54c138874a795923118b4603/html5/thumbnails/169.jpg)
THE SECRET TO AUDIENCE INSIGHT IS UNOBTRUSIVE OBSERVATION.
![Page 170: Brand Rules](https://reader031.vdocuments.mx/reader031/viewer/2022020207/54c138874a795923118b4603/html5/thumbnails/170.jpg)
THE BEST TESTS ARE
AND
QUICK,CHEAP,
DIRTY.
![Page 171: Brand Rules](https://reader031.vdocuments.mx/reader031/viewer/2022020207/54c138874a795923118b4603/html5/thumbnails/171.jpg)
Better a rough answer to the right question
than a detailed answer to the wrong question.
![Page 172: Brand Rules](https://reader031.vdocuments.mx/reader031/viewer/2022020207/54c138874a795923118b4603/html5/thumbnails/172.jpg)
CHEAP-QUICK-DIRTY TEST 1:
The SWAP TEST is a proof for trademarks.
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If the names and graphics of two trademarks are
better when swapped, then neither is optimal.
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EXISTING TRADEMARKS
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WITH NAMES SWAPPED
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CHEAP-QUICK-DIRTY TEST 2:
The HAND TEST is a proof for a distinctive voice.
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If you can’t tell who’s talking when the trademark is
covered, then the brand’s voice is not distinctive.
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CHEAP-QUICK-DIRTY TEST 3:
The FIELD TEST is a proof for any concept
that can be prototyped.
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SHOPPERS CHARACTERIZED
THE PACKAGE CONCEPT
ON THE MIDDLE-RIGHT SHELF
AS “A FASTER PENCIL.”
BINGO.
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If your audience can’t verbalize your concept,
you’ve failed to communicate it.
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Field tests measure five things:
DISTINCTIVENESS1
RELEVANCE2
MEMORABILITY3
EXTENDABILITY4
DEPTH OF MEANING5
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TESTING MIGHT HAVE SAVED SOME OF THESE COMPANIES FROM THE GREAT SWOOSH EPIDEMIC.
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HAS THE GLOBE BECOME THE NEW SWOOSH?
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5CULT IVATE
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Business is a process, not an entity.
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A living brand is a pattern of behavior,
not a stylistic veneer.
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Brands are like people.
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IF PEOPLE CAN CHANGE THEIR CLOTHES WITHOUT CHANGING THEIR CHARACTERS…
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WHY CAN’T BRANDS?
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OLD PARADIGM:
Control the LOOK AND FEEL of a brand.
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NEW PARADIGM:
Influence the CHARACTER of a brand.
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IF A BRAND LOOKS LIKE A DUCK AND SWIMS
LIKE A DOG, PEOPLE WILL DISTRUST IT.
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IT TAKES 20 YEARS TO BUILD A REPUTATION
AND FIVE MINUTES TO LOSE IT.
—Warren Buffett
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So let’s say you’ve
COLLABORATED,
AND VALIDATED.
DIFFERENTIATED,
INNOVATED,
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YOU’VE ADDED THE LEFT BRAIN TO THE RIGHT BRAIN.
+
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when the competition zigged
you’ve zagged.
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YOU’VE USED VALIDATION TO BANISH THE FEAR OF STUPID.
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Your brand is now NUMBER ONE in its category.
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PASS OUT THE COMPASSES.
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What’s a compass?
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A continuing brand education program.
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BRAND ORIENTATION
BRAND SEMINARS
POSITIONING WORKSHOPS
BRAND AUDITS
STRATEGY SUMMITS
CREATIVE COUNCILS
QUARTERLY CRITIQUES
GROUP BRAINSTORMING
TEAMWORK TRAINING
INNOVATION CLINICS
DESIGN AUDITS
BRAND MANUALS
BRAND PUBLICATIONS
BRAND ROADSHOWS
TEAMWORK TOOLS
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A BRAND FEDERATION
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The more
a brand becomes, the stronger its management needs to be.
D I S T R I B U T E D
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What your company needs is a CBO,
or CHIEF BRANDING OFFICER.
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THE CBO FORMS A HUMAN BRIDGE BETWEEN LOGIC AND MAGIC, STRATEGY AND DESIGN
L MM
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BRANDBRAND
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C U L T I V A T I O N D I F F E R E N T I A T I O N
C O L L A B O R A T I O N
I N N O V A T I O N
V A L I D A T I O N
BY MASTERING THE FIVE DISCIPLINES OF BRANDING, THE COMPANY CREATES A VIRTUOUS CIRCLE.
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WITH EVERY TURN AROUND THE CIRCLE, THE VALUE OF THE BRAND SPIRALS HIGHER.
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YOU BUILD
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A sustainable competitive advantage.
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HOW TO BRIDGE
THE DISTANCE
BETWEEN
BUSINESS STRATEGY
AND DESIGN