branding & marketing essentials i unison
DESCRIPTION
Unison spoke at the WDCEP's Entrepreneur Road Map seminar on branding and marketing Essentials held at Venable. (11/12/14)TRANSCRIPT
Brand Signals
Steven KostantExecutive Brand StrategistUnisonWashington, DCNovember 12, 2014
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Products are made in the factory.But brands are made in the mind. — Walter Landor, Brand Pioneer
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Physical• Name
• Logo
• Type
• Color
• Slogan
Emotional• Attitude
• Personality
• Experience
• Story
• Social
PHYSICAL: Trademark or distinctive name identifying an organization and its productsand/or services.
EMOTIONAL: The promise of an experienceor lifestyle. It is the bonding between the organization and the customer.
Brand Basics
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Stating the Obvious
What a Brand is Not…
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A Simple, Clear Idea
What a Brand is…
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Communicates Quickly
What a Brand Does…
Provides Product Extensions
What a Brand Does…
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Drives an Experience
What a Brand Does…
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CelebrityE-commerce Nike Town Innovations
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Grows the Bottom Line
What a Brand Does…
1. Apple2. Google3. Coca-Cola4. IBM5. Microsoft
6. GE 7. McDonalds 8. Samsung 9. Intel10. Toyota
Top 10 Global Brands: (Interbrand 2014)
In many cases, a company’s brand is its most valuable asset.
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Ultimate is Citizenship
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Brand + Strategy
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Brand Strategy Platform
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Culture
Organization
Audience
What are the needs?Emotional triggers?
What are the trends? Environment?
What can be fulfilled? Proven? Legacy?
BRAND STRATEGYPLATFORM
PromiseValuesPillars
Position
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Find theWhite Space
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Seek Differentiation
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Analyze16
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Clarify
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Engage
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Humanize19
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In a hyper connected and noisy world, brands needto humanize – giving them a sense of purpose and a rallying cry to advocate for their customers. They must connect emotion to story, audience to action, value to results.
Imagine what your brand could be…
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The Big Picture
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Guided by proven insights and fueled by creativity, we amplify the human connection between brands and their audiences — making them meaningful and seamless across the virtualand physical worlds.
We Humanize Brands.
The Big Picture
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Trustworthy Relevant Authentic Empathetic HUMANIZEDBRAND+ =+ +
Characteristics of a Humanized Brand
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Analyze
Ideate
Design
Prototype
Evaluate
Activate
BRANDHUMANIZATION
Process Phases
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Analytics
Brand Strategy
Content Strategy
Creative &Design
Physical & Virtual
MediaActivation
Social & Digital
Purpose-drivenPlatform agnostic Stakeholder relevanceIntegrated channelsMeasurable outcomes
OUTCOMES
CorporationsNon-Profits
Public Sector
CLIENTS
Offering & Verticals
Simplify: Brands are clear ideas that reside in the mind.
Listen: Gain complete insights — audience, culture, business.
Delight: Do not underestimate the power of emotions.
Transform: Compel audiences through value, design and authenticity.
Integrate: Surround the customer with a fully sensory brand experience.
Execute: Without a creative execution, a brand strategy is a side note.
Benchmark: Evaluate metrics — research, competition and brand maintenance.
Humanize: Recognize a brand by its humanity, and you realize new potential.
In Closing: 7 Brand Signal Imperatives
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