brand building - creating provocative brands people care about

LETS DISPELL A FEW MYTHS

A BRAND IS NOT A LOGO

A BRAND IS NOT AN IDENTITY

A BRAND IS NOT A PRODUCT

WHAT IS A BRAND?

A BRAND IS A PERSON’S GUT FEELING

ABOUT A PRODUCT, SERVICE OR

ORGANIZATION.

IT’S NOT WHAT YOU SAY IT IS.

IT’S WHAT THEY SAY IT IS!

THE 4C’s OF MARKETING

CUSTOMERS: Know Your Customers

COMPETITION: Know Your Competition

COMPANY: Know Your Company & Employees

CATEGORY: Know your industry

of category

§  Who Are your customers? §  How do they FEEL about you? §  What is important to them? §  What defines them? §  What Are Their unmet needs?

CUSTOMERS: Know Your Customers

COMPETITION: Know Your Competition

COMPANY: Know Your Company &

Employees

CATEGORY: Know your industry of

category

Human Emotions Science: Abraham Maslow’s Hierarchy of Needs

§  Who is your competition? §  What are their strengths §  What are their weaknesses? §  What are they known for? §  Why do people care about them?

CUSTOMERS: Know Your Customers

COMPETITION: Know Your Competition

COMPANY: Know Your Company &

Employees

CATEGORY: Know your industry of

category

§  What does your business stand for? §  What make your business different? §  Do you have a working philosophy or mantra? §  What is your culture? §  How do you want to make people feel?

CUSTOMERS: Know Your Customers

COMPETITION: Know Your Competition

COMPANY: Know Your Company &

Employees

CATEGORY: Know your industry of

category

§  What are the rules of your industry? §  What are the emerging trends in your

industry? §  How do you reframe them or change a

convention?

CUSTOMERS: Know Your Customers

COMPETITION: Know Your Competition

COMPANY: Know Your Company &

Employees

CATEGORY: Know your industry of

category

WHAT’S YOUR STORY? everyone & everything has one. there are only 12 to speak of.

if you buy in to Carl Gustav Jung's theories there are 12 core "archetypes". They are universal, mythic characters reside within the collective unconscious of people the world over. Archetypal images represent fundamental human desires and evoke deep emotions. The 12 archetypes

symbolizes a basic human need, aspiration or motivation.

Innocent!Regular !

Guy / Girl! Explorer ! Sage! Hero! Outlaw!

Magician! Lover! Jester! Caregiver! Creator! Ruler!

EMOTIONAL PATH THROUGH PURCHASE emotionally driven brands need to be visionary, integrated, visceral and reflective of a true commitment to the personal values of its core consumers. value is not built through price alone.

Cultural !Relevance! Meaning! Emotional !

Connection! Loyalty!>! >! =!

“I need a high-heel”!

“Jimmy Choo is a hip & fashionable brand”!

“I will feel sexy”!

“Jimmy Choo can also guess my other needs”!

NEEDS! DESIRE!

I need it I Want It I Will Take It I Will Take More

DEVELOP A UNIQUE PROPOSITION

e.g. FROM ! TO

Selling a haircut

Selling Self-esteem

~ JOANNA PENA-BICKLEY Chief Creative Officer | www.matterww.com @jojobickley NEW YORK, NEW YORK