how to build a golden brand
TRANSCRIPT
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imag ineWhat if your company could target just
the right people with just the right material…
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imag ineWhat if your customers treat your
products and services not only as what they need or want
but as a part of THEIR IDENTITY…
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Human life expectancy – global average, 1770-2012
10
20
30
40
50
60
70
1770 1820 1870 1913 1950 1973 2001 2012
Source: ht tp://www.ourwor ld indata.org/data/populat ion-growth-v i ta l-stat ist ics/ l i fe-expectancy
In almost past 250 years, humans live more than 2x longer. The main reason is a paradigm shift in around 1870: doctors focused on healthcare as well as curing
diseases
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Human life expectancy – global average, 1770-2012
10
20
30
40
50
60
70
1770 1820 1870 1913 1950 1973 2001 2012
Assume we do a mapping between healthcare and management. We are here in Organization Life Expectancy.
Organizations die fast ~ 35 to 40 years
Source: ht tp://www.ourwor ld indata.org/data/populat ion-growth-v i ta l-stat ist ics/ l i fe-expectancy
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2y e a r s
The Startup Life Expectancy is much shorter. The baby organizations die even
with faster rates. Most of startups fail under two years.
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fund ingWhy startups fail? Layer #1
The simplest answer founders give islack of financial resources
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plann ing
Why startups fail? Layer #2More than lack of financial resources,
startups fail because of theirlack of planning
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di f · fe r ·en· t i ·a · t ion
Why startups fail? Layer #3: main reasonMore than anything else, startups fail because their lack of differentiation.
The best way to differentiate your company is to build a powerful BRAND
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What is a brand? Brand is people’sGUT FEELING about your company and it’s products and services. Your brand is
what they say behind your back!
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t rus tA brand’s job is to create a trustful
relationship between your customers and you. Trust comes from shared values
and beliefs: MUTUALITY
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Why
How
What
The best way to create trust by mutuality is through Simon Sinek’s Golden Circle: the simplest yet the most effective idea
in building your organizational image
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What
Why
How
What Every organization on the planet knows WHAT they do. These are products they sell or the services they offer.
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What
Why
How
What Every organization on the planet knows WHAT they do. These are products they sell or the services they offer.
How Some organizations know HOW they do it. These are the things that make them special or set them apart from their competition.
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What
Why
How
What Every organization on the planet knows WHAT they do. These are products they sell or the services they offer.
How Some organizations know HOW they do it. These are the things that make them special or set them apart from their competition.
Why Very few organizations know WHY they do what they do. WHY is not about making money. That’s a result. It’s a purpose, cause or belief. It’s the very reason your organization exists.
The goal is not to have a fake identity. The goal is to have a CLEAR VISION of your why, DISCIPLINE in your how and
CONSISTENCY in your what
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Why
How
What
The existing paradigm in company communication is that companies
constantly talk about their products and services or how they deliver those:
me me me …
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Why
How
What
Simon suggests that build EVERYTHING (including your company brand) around WHY so that people use your products
and services to showtheir PERSONALITY.
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Why
How
What
Limbic Brain
Neocortex
Part of the brain that controls feelings and personality can not control
language, thus people prefer to use a brand to illustrate WHO THEY ARE
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ear ly adopters
13.5%
innovators
2.5%
ear ly Major i ty
34%
la te Major i ty
34%
laggards
2.5%
Now that you know the best platform to build a powerful brand, let’s find out how
to communicate it through the use of Law of Majority (Innovation Diffusion)
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ear ly adopters
13.5%
innovators
2.5%
ear ly Major i ty
34%
la te Major i ty
34%
laggards
2.5%
The first 2.5% + 13.5% of the society have no problem trusting their guts to
use your products and services
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ear ly adopters
13.5%
innovators
2.5%
ear ly Major i ty
34%
la te Major i ty
34%
laggards
2.5%
The majority (68%) of society will judge your company on the basis of 4P model: Product, Promotion, Delivery and Price.
The point is they won’t buy something unless some esle buys it first
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ear ly adopters
13.5%
innovators
2.5%
ear ly Major i ty
34%
la te Major i ty
34%
laggards
2.5%
There is a good chance you get the first 10% of the market. But the challenge is
to reach to the 68% (majority) you should have at least 15% to 18% market
penetration = passing the Tipping Point
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ear ly adopters
13.5%
innovators
2.5%
ear ly Major i ty
34%
la te Major i ty
34%
laggards
2.5%
Remember the Golden Circle?Let’s use it!
To pass the tipping point, rather than communicating your company’s “what”
and “how”…
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ear ly adopters
13.5%
innovators
2.5%
ear ly Major i ty
34%
la te Major i ty
34%
laggards
2.5%
… try communicating your company’s WHY to the innovators and early
adopters. IT’S AS SIMPLE AS THAT!
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