#1NLab16 - The Big Match: Enduring vs. Evolving Elements of Brand
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Transcript of #1NLab16 - The Big Match: Enduring vs. Evolving Elements of Brand
NOV 2-4, 2016
The Big MatchEnduring vs. Evolving
Elements of Brand
NOV 2-4, 2016
Ryan Schulz@ryan_schulz
NOV 2-4, 2016
ENDURANCE EVOLUTION
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80% of companies fail after 18 months
- Forbes
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80% of companies fail after 18 months
- Forbes
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80% of companies fail after 18 months
- Forbes
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But the ones that survive, typically last 50 years.
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No one thought this guy
wouldget to
50.
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And who thought
Keith would still be
kicking?
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There are some brands that have survived for 100, 200,
and even 600 years.
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“The logic of doing business in Japan is a logic of commitment
rather than choice.”
- Hugh WhittakerUniversity of Oxford’s Nissan Institute of Japanese Businesses
Why Do Japanese Brands Persist?
§ It’s a really old country, and a really old economy
§ Supercharged family-owned businesses – Primogeniture
§ Corporate sponsored adult adoptions
§ Strong sense of tradition and loyalty
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Late 1800’s Today
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Nintendo’s brand and offering have evolved because users/consumers
needs have evolved.
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Interesting ColorFull Image
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Interesting ColorFull Image
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Other Enduring Brands
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Interesting ColorFull Image
HISTORY AND
TRADITION
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Interesting ColorFull Image
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Interesting ColorFull Image
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Purity Flavor
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Interesting ColorFull Image
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Interesting ColorFull Image
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Interesting ColorFull Image
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Interesting ColorFull Image
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Interesting ColorFull Image
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Interesting ColorFull Image
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Interesting ColorFull Image
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Interesting ColorFull Image
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"Lincoln said character is like a tree, reputation is like its shadow. Many believe their job is to manipulate the shadow rather than tend to the health of the tree. In this world of transparency and democratized media, it is increasingly difficult for organizations and individuals to lead double lives.
There can be no image management without behavior management.”
- Jon IwataSVP, Marketing and Communications, IBM
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Problems IBM Poses For Professional Services
§ Relies on a strong leader willing to be the ultimate brand champion with the power to enact real change
§ Requires bold and decisive movement forward
§ Broad organizational alignment
§ Established and documented culture (you can’t change something you don’t fully understand).
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Brand Is All About Corporate Character
If we focus on Corporate Character, the brand will “take care of itself.”
§ Beliefs
§ Values
§ Purpose
§ Promise
NOV 2-4, 2016
Brand Is All About Corporate Character
If we focus on Corporate Character, the brand will “take care of itself.”
§ Beliefs
§ Values
§ Purpose
§ Promise
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ENDURANCE EVOLUTION
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“What should we change? And when? And how?”
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The intangible way one feels in the presence of a brand.
• Mostly for internal purposes
• Often consists of just a few words
• Should serve as the grounding force for everything
It’s an idea.
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Interesting ColorFull Image
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Interesting ColorFull Image
HISTORY AND
TRADITION Beer Imports
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Flavor
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- Harley Davidson
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What is a Brand Platform?
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What is a Brand Platform?It’s the structure around which a brand’s identity is built.
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Persona
Positioning
Purpose
Promise
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Brand Persona
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FREEDOM
ORDER
EGO SOCIAL
Archetype Wheel
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(Place archetype here.)
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HERO
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HERO
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Brand Personas
Brand Persona = Personality Traits
§ How you think
§ What you do
§ How you sound
§ How you act
§ What you dress like
§ How you treat people
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Brand Positioning
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HERO
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HERO
Brand Positioning
§ Why are you chosen over other brands?
§ What is your unique Value Proposition?
§ What is your POV on the marketplace?
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Brand Purpose
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Mission&
Vision
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Mission&
Vision
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Mission & Vision do not help build the brand.
Mission&
Vision
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What is wrong with the world?
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What is wrong with the world?
What do you better
than anyone else?
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What is wrong with the world?
What do you better
than anyone else? P
URPOSE
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Mission & Vision
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Mission & Vision
Brand Purpose
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“To be…”
Writing a Brand Purpose Statement
To be statements:
§ To be the only...
§ To be better...
§ To be more...
§ To be the true alternative to…
Writing a Brand Purpose Statement
To be statements:
§ To be the only...
§ To be better...
§ To be more...
§ To be the true alternative to…
Or pick another verb:
§ To help our...
§ To provide...
§ To make...
§ To bring...
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Be action oriented.
Famous Brand Purposes
§ To improve self-esteem - Dove
§ We are Ladies and Gentlemen serving Ladies and Gentlemen – Ritz Carlton
§ To offer everyday indulgent moments – Starbucks
PSO Brand Purposes
§ To build a smarter planet – IBM
§ To help clients take control – Navigant
§ To help you achieve something greater – Northern Trust
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Brand Promise
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Brand Purpose
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Brand Purpose
Brand Promise
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Brand Promise
TAGLINE
Brand Promises For Professional Services
§ How the world advances – CME Group
§ Cutting through complexity – KPMG
§ Imagination at work – GE
§ Let’s build a smarter planet – IBM
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ENDURANCE EVOLUTION
So, which elements should endure and which should evolve?
Enduring vs. Evolving
Enduring: Brand Character
§ Essence
§ Purpose
§ Promise
§ Beliefs and Values
Evolving: Brand Expression
§ Positioning
§ Persona
§ Offering
§ Design
Enduring vs. Evolving
Enduring: Brand Character
§ Essence
§ Purpose
§ Promise
§ Beliefs and Values
Evolving: Brand Expression
§ Positioning
§ Persona
§ Offering
§ Colors, Type, Logo, Photography
§ Campaigns
Elements of Brand Character
• Most durable pieces of the platform
• Be specific • Should be co-owned by
leadership and marketing• Understood by everyone in
the organization.
Enduring vs. Evolving
Enduring: Brand Character
§ Essence
§ Purpose
§ Promise
Evolving: Brand Expression
§ Positioning
§ Persona
§ Offering
§ Design
Elements of Brand Expression:
• Vary when it comes to buy-in and ownership
• Positioning and Offering require more buy-in and alignment from leadership
• Marketing should own things like Colors, Type, Logo, Photography, etc.
Enduring vs. Evolving
Enduring: Brand Character
§ Essence
§ Purpose
§ Promise
Evolving: Brand Expression
§ Positioning
§ Persona
§ Offering
§ Colors, Type, Logo, Photography
§ Campaigns
There is a lot to work with.
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Evolution: A Few Examples
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Littler has allowed their product offering to evolve and define their organization. What once was purely a services business has now become a product company too.
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Littler and Axiom – What Can We Learn?
§ In an industry slow to change, change can be the brand idea.
§ A firm’s offering is intrinsically connected to brand, reputation, and corporate character.
§ When you evolve elements like offering, the look and feel must match.
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Management Consulting Snapshot
McKinsey BCG Bain
Management Consulting – What Can We Learn?
§ These firms sell prestige to both recruits and to clients.
§ Competing for that positioning pushes them to evolve.
§ They really care about design and spend time, money, and effort showing that dedication.
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So, When Do We Evolve? Let’s Talk Timing.
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Bimodal Problem StateE
ffor
t
Time
$$$ $$$
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The Endurance CurveE
ffor
t
Time
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The Endurance Curve: Everyday EvolutionE
ffor
t
Time
It’s about finding small opportunities to have a big impact, and building brand equity all along the way.
Big Reasons to Evolve Your Brand
§ A recent merger or acquisition
§ The creation of a new offering or a key hire
§ Consolidation of your current offering
§ A shift in the marketplace overall
§ New leadership
§ Boredom with current brand expression
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Problems IBM Poses For Professional Services
§ Relies on a strong leader willing to be the ultimate brand champion with the power to enact real change
§ Requires bold and decisive movement forward
§ Broad organizational alignment
§ Established and documented culture (you can’t change something you don’t fully understand).
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How to Move Forward
§ Identify the culture, character and brand champions within your organization.
§ Ask for their support.
§ Have them help you spread the word.
§ Document your culture, character and brand.
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Need a new image
Inertia
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When things are constantly evolving, there will be less of a desire to
criticize the change.
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Committing to constant change is the real challenge.
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Thank you.
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The Big MatchEnduring vs. Evolving
Elements of Brand