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The Brand Gap Presentation Transcript:
1.The brand
2.A PRESENTATION BASED ON THE BOOK:
HOW TO BRIDGE THE DISTANCE BETWEEN BUSINESS STRATEGY AND DESIGN
Written by Marty Neumeier
3.A modern definition of brand
The five disciplines of brand-building
4.Before we start, it’s important we dispel some myths:
5.A brand is not a logo.
6.By now you must be wondering,
what then is a brand?
7.A BRAND IS A PERSON’S GUT FEELING ABOUT A PRODUCT, SERVICE, OR ORGANIZATION.
8. Because brands are defined by individuals; not companies, markets, or publics.
It’s more of the people’s perspective rather than the company’s perspective.
9.Because people are emotional, intuitive beings.
10.People have too many options to choose from and too little time
Most offerings have similar quality and features
We tend to base our buying choices on trust
11.There is a problem in most Companies when it comes to branding…
12.And the journey to making your brand charismatic begins with…
mastering the FIVE DISCIPLINES OF BRAND-BUILDING.
13.One major reason why companies lose focus is through development of bad brand extensions.
These are extensions that chase short-term profits at the
expense of long-term brand value.
Good brand extensions will always grow the value of a brand by reinforcing its focus.
14.Reason why Companies have so much trouble with Creativity…
15.3. For products that sell at retail, the package is often the best and last chance to make a sale.
The Brand Gap Presentation Transcript:
1.The brand
2.A PRESENTATION BASED ON THE BOOK:
HOW TO BRIDGE THE DISTANCE BETWEEN BUSINESS STRATEGY AND DESIGN
Written by Marty Neumeier
3.A modern definition of brand
The five disciplines of brand-building
4.Before we start, it’s important we dispel some myths:
5.A brand is not a logo.
6.By now you must be wondering,
what then is a brand?
7.A BRAND IS A PERSON’S GUT FEELING ABOUT A PRODUCT, SERVICE, OR ORGANIZATION.
8. Because brands are defined by individuals; not companies, markets, or publics.
It’s more of the people’s perspective rather than the company’s perspective.
9.Because people are emotional, intuitive beings.
10.People have too many options to choose from and too little time
Most offerings have similar quality and features
We tend to base our buying choices on trust
11.There is a problem in most Companies when it comes to branding…
12.And the journey to making your brand charismatic begins with…
mastering the FIVE DISCIPLINES OF BRAND-BUILDING.
13.One major reason why companies lose focus is through development of bad brand extensions.
These are extensions that chase short-term profits at the
expense of long-term brand value.
Good brand extensions will always grow the value of a brand by reinforcing its focus.
14.Reason why Companies have so much trouble with Creativity…
15.3. For products that sell at retail, the package is often the best and last chance to make a sale.
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