1618 x hkpc_work_shop
TRANSCRIPT
© 1.618 Limited / 2013 all rights reserved
PROJECT BRIEFING | 1618BX Chamber Logo
00. SUCCESSFUL BRAND BUILDING
HKPC | 25/01/20213 - Gianluca Cinquepalmi
© 1.618 Limited / 2013 all rights reserved
HKPC | 25/01/20213 - Brand Guru Workshop Series - DATE | 25.01.2013
01. WHY THEM ?
© 1.618 Limited / 2013 all rights reserved
HKPC | 25/01/20213 - Brand Guru Workshop Series - DATE | 25.01.2013
02. WHY BRANDING IS SO IMPORTANT TODAY?
- I -Industrial society
(Functional value)
Vs
Post modern society
(Symbolic value )
- II -Not a choice
(define and manage)
Vs
Public Opinion
(Other define it for you )
- III -extremely complex and
connected world
Vs
Original and
memorable message
© 1.618 Limited / 2013 all rights reserved
03. WHAT IS BRANDING ?
— G.Cinquepalmi, founder and MD
HKPC | 25/01/20213 - Brand Guru Workshop Series - DATE | 25.01.2013
Branding is the systematic approach of finding the perfect balance of Rational and Emotional values that a company or organization shares with its consumer or public.
Sustainably Growing: Culturally, Socially and Financially.
“
”
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03.1 WHAT WE DISCOVERED:
HKPC | 25/01/20213 - Brand Guru Workshop Series - DATE | 25.01.2013
1.618 WŭXíng Branding model -
© 1.618 Limited / 2013 all rights reserved
CHARISMA 木
HKPC | 25/01/20213 - Brand Guru Workshop Series - DATE | 25.01.2013
05. THE JOURNEY...
© 1.618 Limited / 2013 all rights reserved
CHARISMA 木
DESIRE 火
HKPC | 25/01/20213 - Brand Guru Workshop Series - DATE | 25.01.2013
05. THE JOURNEY...
© 1.618 Limited / 2013 all rights reserved
CHARISMA 木
DESIRE 火
BELONGING 土
HKPC | 25/01/20213 - Brand Guru Workshop Series - DATE | 25.01.2013
05. THE JOURNEY...
© 1.618 Limited / 2013 all rights reserved
CHARISMA 木
DESIRE 火
BELONGING 土TRUST 金
HKPC | 25/01/20213 - Brand Guru Workshop Series - DATE | 25.01.2013
05. THE JOURNEY...
© 1.618 Limited / 2013 all rights reserved
CHARISMA 木
DESIRE 火
BELONGING 土TRUST 金
CONSISTENCY 水
HKPC | 25/01/20213 - Brand Guru Workshop Series - DATE | 25.01.2013
05. THE JOURNEY...
© 1.618 Limited / 2013 all rights reserved
CHARISMA 木
DESIRE 火
BELONGING 土TRUST 金
CONSISTENCY 水
HKPC | 25/01/20213 - Brand Guru Workshop Series - DATE | 25.01.2013
05. THE JOURNEY...
Ability of: being unique
... engaging public
... creating a compelling story
... being delight full & relevant
... continuously renewing themselves
© 1.618 Limited / 2013 all rights reserved
BEYOND BRANDING
06. WHAT IF ...
HKPC | 25/01/20213 - Brand Guru Workshop Series - DATE | 25.01.2013
© 1.618 Limited / 2013 all rights reserved
06. BUSINESS MODEL - how do we make money?
Business model generation - Alex Osterwalder
HKPC | 25/01/20213 - Brand Guru Workshop Series - DATE | 25.01.2013
© 1.618 Limited / 2013 all rights reserved
Revenue Streams
Distrib. Channels
Customer Relationships Customer SegmentsValue PropositionsKey ActivitiesKey Partners
Key Resources
Cost Structure
06. IS IT A LINEAR SYSTEM ?
BRAND
HKPC | 25/01/20213 - Brand Guru Workshop Series - DATE | 25.01.2013
© 1.618 Limited / 2013 all rights reserved
Revenue Streams
Distrib. Channels
Customer Relationships Customer SegmentsValue PropositionsKey ActivitiesKey Partners
Key Resources
Cost Structure
07. WHAT IS THE BUSINESS IMPACT OF BRANDING
+FOCUS
+Vertical growth
Position and
target
Optimized
channels
PREMIUM / PUNCTUAL PRICING-EXTENSION
Better
resources
SustainableGrowth
Sharing / cost optimizations
HKPC | 25/01/20213 - Brand Guru Workshop Series - DATE | 25.01.2013
© 1.618 Limited / 2013 all rights reserved
AT WORK!
HKPC | 25/01/20213 - Brand Guru Workshop Series - DATE | 25.01.2013
07. DEMOS
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08. LET’S CREATE A BRAND ... ACTUALLY TWO
What a Service Ltd. What a Product Ltd.
• SME• APAC• 10 est YRS• IB 1K users • 7 Service lines• BDGET 1Mil
• SME• APAC• 10 est YRS• IB 1K users • 5 Product lines• BDGET 1Mil
HKPC | 25/01/20213 - Brand Guru Workshop Series - DATE | 25.01.2013
© 1.618 Limited / 2013 all rights reserved
01. WHO ARE WE ?
HKPC | 25/01/20213 - Brand Guru Workshop Series - DATE | 25.01.2013
© 1.618 Limited / 2013 all rights reserved
02. HOW ARE WE ?
PHYSIOLOGICAL
SAFETY
LOVE/BELONGING
ESTEEM
SELF-ACTUALIZATION
HKPC | 25/01/20213 - Brand Guru Workshop Series - DATE | 25.01.2013
Maslow Hierarchy of Needs
© 1.618 Limited / 2013 all rights reserved
03. WHAT DO WE SAY ?
EMOTIONAL
SPREADABLE PHYSICAL TRIGGER LEAD A COM
MUNITY
PROVID
E A U
NIQU
E ID
ENTI
TY
HKPC | 25/01/20213 - Brand Guru Workshop Series - DATE | 25.01.2013
© 1.618 Limited / 2013 all rights reserved
Never
Compromise On
Key Feature
Be clear on
what you
promise Delightful Relevant
04. WHY US ?
HKPC | 25/01/20213 - Brand Guru Workshop Series - DATE | 25.01.2013
© 1.618 Limited / 2013 all rights reserved
05. HOW WE DO IT ?
CHARISMA
DESIRE
BELONGINGS
TRUST
CONSISTENCY CONSISTENCY
CONSIS
TENCY
CONSIS
TENCY
HKPC | 25/01/20213 - Brand Guru Workshop Series - DATE | 25.01.2013
© 1.618 Limited / 2013 all rights reserved
HKPC | 25/01/20213 - Brand Guru Workshop Series - DATE | 25.01.2013
XX. PLEASE SUPPORT
HKBP.hk
© 1.618 Limited / 2013 all rights reserved
HKPC | 25/01/20213 - Brand Guru Workshop Series - DATE | 25.01.2013
CONTACT US :
http://www.slideshare.net/1618Limited
T +852. 3563 8015 | W 1618group.hkr.1606, 16F, 367-375 Queen's Road Central, Hong Kong
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