HOW TO BRIDGE THE DISTANCE BETWEEN BUSINESS …

HOW TO BRIDGE

THE DISTANCE

BETWEEN

BUSINESS STRATEGY

AND DESIGN

A VISUAL PRESENTATION BY MARTY NEUMEIER

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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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READY?

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LET’S START BY DISPELLING SOME MYTHS.

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FIRSTA brand is not a logo.

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SECONDA brand is not an identity.

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FINALLYA brand is not a product.

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So what exactly is a brand?

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A BRAND IS A PERSON’S

GUT FEELING ABOUT

A PRODUCT, SERVICE,

OR ORGANIZATION.


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In other words…

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IT’S NOT WHAT YOU SAY IT IS.

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IT’S WHAT THEY SAY IT IS.

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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?


TRUST

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$Does a brand have a dollar value?

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AND HOW.

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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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DOES THE LEFT BRAIN KNOW WHAT THE RIGHT BRAIN IS DOING?

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When both sides work together,

you can build a charismatic brand.

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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

GOOGLE

HANES

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Any brand can be charismatic.

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EVENYOURS.

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But first,

you have to master the FIVE DISCIPLINES OF BRAND-BUILDING.

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DISCIPLINE 1: DIFFERENTIATE

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WE’RE HARDWIRED TO NOTICE ONLY WHAT’S DIFFERENT.

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SOLUTION:

BE DIFFERENT.

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THE FOCUS TEST:

Who are you?

What do you do?

Why does it matter?

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Unless you have compelling answers to these questions,

you need more focus.

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DISCIPLINE 2: COLLABORATE

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LIKE BUILDING

A CATHEDRAL,

BUILDING A BRAND

IS A COLLABORATIVE

PROJECT.

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It takes a villageto build a brand.

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Like building a cathedral,making a movie takeshundreds of collaborators.

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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

DISCIPLINE 3: INNOVATE

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not strategy—is where the rubber meets the road.

Execution—

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CREATIVITY IS WHAT GIVES BRANDS THEIR TRACTION IN THE MARKETPLACE.

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Why do companies have so much trouble with creativity?

Because creativity is right-brained,

and strategy is left-brained.

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STRATEGIC THINKING

A B C D

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CREATIVE THINKING

V

D

Q

Z

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THE REASON THE BEATLES WERE WILDLY SUCCESSFUL

IS BECAUSE “THEY NEVER DID THE SAME THING ONCE.”


QUESTION:

How do you know when an idea is innovative?

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WHEN IT SCARES THE HELL OUT OF EVERYBODY.

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TOO PREDICTABLE = NO SURPRISE

NO SURPRISE = NOTHING NEW

NOTHING NEW = NO VALUE

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the brand needs a stand-out name.

To begin with,

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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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A GREAT NAME deserves GREAT GRAPHICS.

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NEWSFLASH!

LOGOS ARE DEAD. LONG LIVE ICONS AND AVATARS!

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An ICON is a name and visual symbolthat suggests a market position.

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EXAMPLE:

CBS. The network for “eye-popping” television.

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An AVATAR is a brand icon thatcan move, change, and operatefreely in various media.

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EXAMPLE:

CINGULAR: The “self-expression” cellular service.

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DISCIPLINE 4: VALIDATE

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VALIDATION means bringing theaudience into the creative process.

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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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QUESTION:

How can you test your most creative ideasBEFORE they get to market?

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HINT:

Not with largequantitative studiesor focus groups.

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QUANTITATIVE STUDIES BURY THE PROBLEM IN HEAPS OF UNHELPFUL DATA.

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FOCUS GROUPS WERE INVENTED TO FOCUS

THE RESEARCH, NOT BE THE RESEARCH.

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QUICK, CHEAP,

DIRTY.AND

THE BEST TESTS ARE

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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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EXISTING TRADEMARKS

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WITH NAMES SWAPPED

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CHEAP-QUICK-DIRTY TEST 2:

The HAND TEST is a proof for a distinctive voice.

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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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If your audience can’t verbalize your concept,

you’ve failed to communicate it.

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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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TESTING MIGHT HAVE SAVED SOME OF THESE COMPANIES FROM THE GREAT SWOOSH EPIDEMIC.

HAS THE GLOBE BECOME THE NEW SWOOSH?

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DISCIPLINE 5: CULTIVATE

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Business is a process, not an entity.

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A living brand is a pattern of behavior,

not a stylistic veneer.

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Brands are like people.

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C. D. E.

IF PEOPLE CAN CHANGE THEIR CLOTHES WITHOUT CHANGING THEIR CHARACTERS…

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WHY CAN’T BRANDS?

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IF A BRAND LOOKS LIKE A DUCK AND SWIMS

LIKE A DOG, PEOPLE WILL DISTRUST IT.

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So let’s say you’ve

DIFFERENTIATED,

COLLABORATED,

INNOVATED,AND VALIDATED.

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YOU’VE ADDED THE LEFT BRAIN TO THE RIGHT BRAIN.

+

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YOU’VE USED TESTING TO BANISH THE FEAR OF STUPID.

+ +

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Your brand is now NUMBER ONE in its category.

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What’s your next move?

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PASS OUT THE COMPASSES.

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YOU BUILD

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A sustainable competitive advantage.

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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

Need books for your branding team?

Bulk discounts on the THE BRAND GAP are available for educational and corporate groups.

Contact [email protected].


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