Post on 28-Nov-2021
Copyright © 2003 Neutron LLC. For educational use only. No part of this presentation may
be published, sold, or otherwise used for profit without the written permission of the author.
Produced by NEUTRON LLC
in partnership with NEW RIDERS PUBLISHING
and THE AMERICAN INSTITUTE OF GRAPHIC ARTS
A modern definition of brand
The five disciplines of brand-building
WHAT YOU’LL LEARN:
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A BRAND IS A PERSON’S
GUT FEELING ABOUT
A PRODUCT, SERVICE,
OR ORGANIZATION.
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WHY IS BRANDING SO HOT?
People have too many choices and too little time
Most offerings have similar quality and features
We tend to base our buying choices on trust
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THERE ARE 1,349 CAMERAS ON THE MARKET.
HOW DO YOU DECIDE WHICH ONE TO BUY?
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5 ways to measure brand value:
PRICE PREMIUM
CUSTOMER PREFERENCE
REPLACEMENT COST
STOCK PRICE
FUTURE EARNINGS
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STRATEGIC THINKERS
Analytical
Logical
Linear
Numerical
Verbal
CREATIVE THINKERS
Intuitive
Emotional
Spatial
Visual
Physical
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A CHARISMATIC BRAND is any product,service, or organization for whichpeople believe there’s no substitute.
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QUIZ:
Which of these brands are charismatic?
HITACHI
HOME DEPOT
IKEA
KMART
KRISPY KREME
LEVI’S
LONGS DRUGS
MACY’S
MINI COOPER
NEWSWEEK
NISSAN
NORDSTROM
OXO GOODGRIPS
PEPSI-COLA
PRELL
RCA
REEBOK
RUBBERMAID
SAFEWAY
SAMSUNG
SEARS
SOUTHWEST AIRLINES
UNITED ARTISTS
VIRGIN
AMAZON
APPLE
BURGER KING
COLDWATER CREEK
DASANI
DISNEY
DK BOOKS
EVEREADY
FORD
GENERAL ELECTRIC
HANES
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QUIZ:
Which of these brands are charismatic?
HITACHI
HOME DEPOT
IKEA
KMART
KRISPY KREME
LEVI’S
LONGS DRUGS
MACY’S
MINI COOPER
NEWSWEEK
NISSAN
NORDSTROM
OXO GOODGRIPS
PEPSI-COLA
PRELL
RCA
REEBOK
RUBBERMAID
SAFEWAY
SAMSUNG
SEARS
SOUTHWEST AIRLINES
UNITED ARTISTS
VIRGIN
AMAZON
APPLE
BURGER KING
COLDWATER CREEK
DASANI
DISNEY
DK BOOKS
EVEREADY
FORD
GENERAL ELECTRIC
HANES
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JOEL DARTMOUTHKELLY MARINTREVOR CARMICHAELJOHN T. LANDONSHARON BONDLYPAUL DERAINJACQUES SOUVERAINMICHAEL BRANDSTEVEN GOLDSTEINTRENT LOCKARTJACKSON BARNESJOSEPH AKIO TERENCE BRADLEYMO DERENIROBERT UNDERHILLKEN SILVERHILARY PROPRIATOMICHAEL O. KELLHECTOR ABONDASNORMAN BRIERSTACY BRECKSTEINJOE KALEYBRIAN BELSENABRAHAM LENDERT. T. MCBRIDEVAN DERICKEJOHN R. CARLSONVICTOR AMOSSEAN O' KENNAJEFFREY ROCKENDARREL TOM
Carlos GEOFF WRIGHTMARK CONTADINASUE SKENNIANCHARLIE MARQUETTEVICTOR BANERASF. C. CAMERON TELLIE PANOPOULISMARTIN AIRESSTEFAN C. KAISERBILL MOORE
Smoocher BoyAgent Sims
Agent TownsendAgent Kruzic
DijonJean-Michel
KeynesCorelli
JohnstonBillie
Guards
LibrarianField Officer
Bus DriverNight GuardMeter Maid
First DetectiveSecond Detective
Beat CopParking Cop
Helicopter PilotFirst Old Man
Second Old ManTax Collector
Stunt CoordinatorAssistant Stunt Coordinator
Stunt Doubles
MarianaAjax
Sgt. SantosCarter
Smoocher BoyAgent Sims
Agent TownsendDijon
Stunts
STEVE ADRIANBOB CARTERMICKEY DISANTISMIKE FLANAGANGEOFF IPSWICHBARRIE LAWRENCEJACKIE MACDOUGALJAMES PETRICKEMARY STAUFFACHERCORNELIA THERRIENRAUL VALERIA
BENJAMIN BARKELEYGORDON COLERIDGEJILLIAN DRUCKERBILL GEORGEMICHAEL KANTERTERRY LEVINSONGREG NEVILSONPETE POLSONFREDDIE STEENJEREMY TRICKETTRONALD DEAVER-WEBB
TONY BEAUJOLAISIVAN DEVERSONJOE EVANSJULIA HARRISONKENNETH KITTRIDGETED MARSTENBOB OSBORNERAY TELSONCAB UPTONPETER YOUNGROBERT G. RUNYAN
Hong Kong Kung Fu Team
YUAN Tiger CHU CHEN Dragon SENNEUTRONLLC.COM
Why do companies have so much trouble with creativity?
Because creativity is right-brained,
and strategy is left-brained.
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THE REASON THE BEATLES WERE WILDLY SUCCESSFUL
IS BECAUSE “THEY NEVER DID THE SAME THING ONCE.”
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The seven criteria of a stand-out name:
DISTINCTIVENESS
BREVITY
APPROPRIATENESS
EASY SPELLING AND PRONUNCIATION
LIKABILITY
EXTENDABILITY
PROTECTABILITY
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THE OLD COMMUNICATION MODEL WAS A MONOLOGUE.
SENDER MESSAGE RECEIVERS E N D E R M E S S A G E R E C E I V E R
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SENDER MESSAGE RECEIVERS E N D E R M E S S A G E R E C E I V E R
THE NEW COMMUNICATION MODEL IS A DIALOGUE.
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Better a rough answer to the right question
than a detailed answer to the wrong question.
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If the names and graphics of two trademarks are
better when swapped, then neither is optimal.
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If you can’t tell who’s talking when the trademark
is covered, then the brand’s voice is not distinctive.
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CHEAP-QUICK-DIRTY TEST 3:
The FIELD TEST is a proof for any concept
that can be prototyped.
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SHOPPERS CHARACTERIZED
THE PACKAGE CONCEPT
ON THE MIDDLE-RIGHT SHELF
AS “A FASTER PENCIL.”
BINGO.
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Field tests measure five things:
DISTINCTIVENESS
RELEVANCE
MEMORABILITY
EXTENDABILITY
DEPTH OF MEANING
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Marty Neumeier is president of a San Francisco-basedbrand consultancy, Neutron LLC. Neutron supplies the “glue”
that holds brands together: brand education programs, seminars,workshops, creative audits, process planning, and more.
Visit www.neutronllc.com.
ABOUT THE AUTHOR