crafting the brand positioning part 2
TRANSCRIPT
Crafting the Brand Positioning
John Rocky Leona
Outline
• #BeDifferent
• #Heart+Mind
#BeDifferent: Brand Differentiation in Achieving
Competitive Advantage
● Employee ● Channel
● Image ● Image
#Heart+Mind=EmotionalBranding
#EmotionalBranding
Three Traits of Emotional Brands
● strong people-focused corporate culture
● distinctive communication style and philosophy
● compelling emotional hook
Analyzing Potential Threats from Competitors
Crafting the Brand Positioning
John Rocky Leona