Brand gap

Prepared by:

Rajeev Kumar

Product looks?

Selling places?

Target customer?

Cost desirability?

Customer review?

Brand name? (trust factor)

e.g. 150 cameras

Selling a product depends on :

Customers trust

to company

Visible branding

trends

Customers trust to

company

Invisible branding

trends

Customers trust to

people

Visible branding

trends

Customers trust to

people

Invisible branding

trends

B

2

C

B

2

B

Product

service

Relationships

Rift

between

strategy

and

creativity-

between

logic and

magic-

there’s a

brand gap.

Does the left brain know what the right brain

doing?

Brain map

There are only two ways to

look at the brand gap:

It creates a natural barrier to:

• communication,

• competition

Value of brand

Five disciplines of branding are

Cultivate

Validate

Innovate

Collaborate

Differentiate

Differentiate

Traditional view of design has 4 possible goals:

Goals

To identify

To entertain

To inform

To persuade

But with branding there is a 5th:

Features: what it has

Benefits: what it does

Experience: what you will feel

Identification: who you are

Differentiate :how your customers see you?

Marketing of a product depends on:

Models

One stop shop

The brand

agency

Integrated

marketing

team

Collaborate

The one stop shop

CreativityInnovation Business

PlatformRequires Leads to

Innovate:

Slashes

Cost inefficiency

&

duplication

Uncommon

production

yet

practical

Responses

to real

problems

Creative

audience

choiceMagnifies the

organization

Innovative

product

Innovative product:

Unique

Short

Appropriateness

Easy spelling and pronunciation

Likability

Extendibility(visual interpretation)

Protectability(trademarked)

7 Criteria for a good name:

Brand promises by addressing two issues:

1. Getting the right idea

2. Getting the idea right

Feedback i.e. audience research

Company Talks to themself Marketing

Validate

Sender Message Receiver

Consumer

Reviews to company

Producer Product

Validate e.g.

Packaging

Will it help or hurt the brand?

Companies

BehaviorCompany

ImageMatch

Brand

success Depends onConstant

recognition of

corporate memory

Cultivate: