New branding

LET’S START BY DISPELLING SOME MYTHS.

FIRSTA brand is not a logo.

SECONDA brand is not an identity.

FINALLYA brand is not a product.

So what exactly is a brand?

A BRAND IS A PERSON’SGUT FEELING ABOUTA PRODUCT, SERVICE,OR ORGANIZATION.

It’s a GUT FEELING because peopleare emotional , intuitive beings.

It’s a PERSON’S gut feeling,because brands are defined by individuals,not companies, markets, or the public.

In other words…

IT’S NOT WHAT WE SAY IT IS.

IT’S WHAT THEY SAY IT IS.

WHY IS BRANDING SO HOT?

1. People have too many choices and too little time

2. Most offerings have similar quality and features

3. We tend to base our buying choices on trust

Trust comes from meeting and beating customer expectations.

T=r+dTRUST RELIABILITY DELIGHT

The main purpose of branding is to getmore people to buy more stuff

for more years at a higher price.

The main purpose of branding is to getmore people to use more of our services

for more years at a higher price.

TO PUT IN OUR TERMS:

In most companies, STRATEGY is separated from CREATIVITY by a wide gap.

PROBLEM

STRATEGIC THINKERS

Analytical

Logical

Linear

Numerical

Verbal

CREATIVE THINKERS

Intuitive

Emotional

Spatial

Visual

Physical

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

When both sides work together,we can build a charismatic brand.

A CHARISMATIC BRAND is any product,service, or organization for whichpeople believe there’s no substitute.{ }

QUIZ:Which of these brands are charismatic?

AMAZON

APPLE

BURGER KING

COLDWATER CREEK

DASANI

DISNEY

DK BOOKS

EVEREADY

FORD

GENERAL ELECTRIC

GOOGLE

HANES

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

Any brand can be charismatic.

EVENOURS.

But first,

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

DISCIPLINE 1: DIFFERENTIATE

FACT:

Our brains act as filters to protectUs from too much information.

WE’RE HARDWIRED TO NOTICE ONLY WHAT’S DIFFERENT

SOLUTION:

BE DIFFERENT.

People join different tribes for different activities.

COOKING - WILLIAMS-SONOMA

SPORTS - NIKE

DRIVING - VOLKSWAGEN

TRAVEL - ORBITZ

READING - AMAZON

BANKING - CITIBANK

COMPUTING - DELL

ON SUNDAYS THEY WORSHIP HARLEY,GOD OF THE OPEN ROAD.

The three most important words in differentiating your brand:

1. FOCUS

2. FOCUS

3. FOCUS

THE FOCUS TEST:

1. Who are you?____________________________

2. What do you do? _________________________

3. Why does it matter? ______________________

LET’S ANSWER THESE:

1. Who are you? A non-profit organization offering quality, affordable child care in Lafayette, Indiana.

2. What do you do? We offer the highest quality child care in the area, at a very competitive price.

3. Why does it matter? We fill a need for child care in the area and especially cater to low-income families.

Unless you have compelling answers to these questions,

you need more focus.

Is this the right focus? Is this the focus we want to project to the public?

DISCIPLINE 2: COLLABORATE

LIKE BUILDINGA CATHEDRAL,

BUILDING A BRANDIS A COLLABORATIVE

PROJECT.

It takes a villageto build a brand.

THERE ARE THREE BASIC MODELSFOR ORGANIZING BRAND COLLABORATION:

The ONE-STOP SHOPcontains the resourcesto develop andsteward the brand.

The BRAND AGENCYhires best-of-breedfirms to help developand steward the brand.

The INTEGRATED MARKETING TEAMis managed internally with opencollaboration amongbest-of-breed specialists.

This is OUR model.

INTEGRATED MARKETING TEAM SCORECARD

Choice of teamsPromise of consistencyOwnership of brand

Difficult to manage

DISCIPLINE 3: INNOVATE

not strategy—is where the rubber meets the road.Execution—

CREATIVITY IS WHAT GIVES BRANDS THEIR TRACTION IN THE MARKETPLACE.

Why do companies have so much trouble with creativity?

Because creativity is right-brained,

and strategy is left-brained.

THE REASON THE BEATLES WERE WILDLY SUCCESSFULIS BECAUSE “THEY NEVER DID THE SAME THING ONCE.”

THE REASON THE BEATLES WERE WILDLY SUCCESSFULIS BECAUSE “THEY NEVER DID THE SAME THING ONCE.”

QUESTION:

How do you know when an idea is innovative?

WHEN IT SCARES THE HELL OUT OF EVERYBODY.

ANSWER:

TOO PREDICTABLE =

NO SURPRISE =

NOTHING NEW =

NO SURPRISE

NOTHING NEW

NO VALUE

To begin with,

the brand needs a stand-out name.

The seven criteria of a stand-out name:

1. DISTINCTIVENESS

2. BREVITY

3. APPROPRIATENESS

4. EASY SPELLING AND PRONUNCIATION

5. LIKABILITY

6. EXTENDABILITY

7. PROTECTABILITY

Tippecanoe County Child Care did not stand out.In fact, it created confusion.

We all agreed we need to update our brand.

What better time to change the name than while doing just that?

First, I asked YOU, the board which names you liked best…

Tippecanoe - child development centersGreenthumb - child development centersSavant - child development centersAnd Tyler Too - child development centersChild Care NetworkProdigy - child development centersGreater Lafayette Child Care ServicesTippecanoe Child Care and EducationRight Steps - child development centersBurton Child Care Centers

Select your top 2 choices of names from the list below. (The winner will not necessarily be the final name. This is simply to gauge your perception of what the name should be.)

cccccccccc

Results:

So we got two clear winners:

Tippecanoe Child Care and Education

Right Steps – Child Development Centers

Now what?

Let’s do some more research!!

We sent out a survey to around 500 local parents:

Dear Parents,

The Child Care Resource Network has been asked to assist a local child care organization with providing feedback about their name. In order to do so, we are asking that you please take a minute or so to answer the 2 questions on the survey link given below.

Thanks in advance!!!

https://www.surveymonkey.com/s/Z7TDZBD

https://www.surveymonkey.com/s/Z7TDZBD

1. Please rate how strongly you agree or disagree that the names listed below reflect the following attributes.

Tippecanoe Child Care Right Steps- Child and Education Development Centers

Offers high quality child care

Employs a caring staff

Encourages parent involvement

Follows research-based practices

Inclusive environment

Is community-minded

2. Considering the potential names, how likely would you be to call each of the facilities for information if you were searching for child care.

Tippecanoe Child Careand Education

Right Steps –Child Development Centers

Extremely likely Very likely Somewhat

likelySomewhat unlikely Very unlikely Extremely

unlikely

We took the top 2 names that you selected… and asked some questions:

RESULTS: 41 out of the 500 responded.

Please rate how strongly you agree or disagree that the names listed below reflect the following attributes.


Answer OptionsStrongly

AgreeAgree

Neither Agree nor Disagree

DisagreeStrongly Disagree

Response Count

Offers high quality child care 11 8 16 2 2 39Employs a caring staff 5 12 19 1 2 39Employs a competent staff 6 17 13 1 2 39Encourages parent involvement 4 10 20 3 2 39Follows research-based practices 5 9 21 2 2 39Inclusive environment 6 12 17 2 2 39Is community-minded 11 12 14 1 1 39

48 80 120 12 13Right Steps - Child Development Centers

Answer OptionsStrongly

AgreeAgree

Neither Agree nor Disagree

DisagreeStrongly Disagree

Response Count

Offers high quality child care 10 14 13 0 0 37Employs a caring staff 9 8 19 1 0 37Employs a competent staff 7 14 15 1 0 37Encourages parent involvement 5 12 18 1 1 37Follows research-based practices 7 17 13 0 0 37Inclusive environment 6 13 15 3 0 37Is community-minded 3 10 20 4 0 37

47 88 113 10 1

Question

Totalsanswered question 40

skipped question 2

Question 1: RAW DATA (NOTE THAT THERE WERE 2 LESS RESPONSES FOR RIGHT STEPS)

Let’s weight the answers to get a better picture:

Strongly Agree

3

Agree2

Neither Agreenor Disagree

1

Disagree-1

Strongly Disagree

-2TOTAL

Tippecanoe Child Care and Education 144 160 120 -12 -26 386

Right Steps - Child Development Centers 141 176 113 -10 -2 418

Let’s graph this info:

Strongly Agree Agree Neither Agree nor Disagree

Disagree Strongly Disagree

TOTAL

-50

0

50

100

150

200

250

300

350

400

450


Right Steps - Child Development Centers

RESULTS: 41 out of the 500 responded.

Question 2: RAW DATA (NOTE THAT THERE WERE 3 LESS RESPONSES FOR RIGHT STEPS)

Considering the potential names, how likely would you be to call each of the facilities for information if you were searching for child care

Answer OptionsExtremely

likelyVery likely

Somewhat likely

Somewhat unlikely

Very unlikely

Extremely unlikely

Rating Average

Response Count

Tippecanoe Child Care and Education 9 14 9 3 2 4 2.68 41Right Steps - Child Development Centers 11 12 9 5 1 0 2.29 38

answered question 41skipped question 1

Let’s weight the answers to get a better picture:

Extremely likely

Very likely Somewhat likely

Somewhat unlikely

Very unlikely Extremely unlikely

TOTAL

Tippecanoe Child Care and Education 27 28 9 -3 -4 -12 45Right Steps - Child Development Centers 33 24 9 -5 -2 0 59

Let’s graph this info:

Extre

mely lik

ely

Very lik

ely

Somew

hat lik

ely

Somew

hat unlik

ely

Very unlik

ely

Extre

mely unlik

elyTO

TAL

-20

-10

0

10

20

30

40

50

60Tippecanoe Child Care and Education

Right Steps - Child Development Centers

Question 2

Considering the potential names, how likely would you be to call each of the facilities for information if you were searching for child care

Please rate how strongly you agree or disagree that the names listed below reflect the following attributes.

Question 1

Tippeca

noe Child

Care an

d Educati

on

Right S

teps -

Child Dev

elopmen

t Cen

ters

0

10

20

30

40

50

60

TOTAL

Tippeca

noe Child

Care an

d Educati

on

Right S

teps -

Child Dev

elopmen

t Cen

ters

370375380385390395400405410415420

TOTAL

We have a winner!!!!!

Right Steps – Child Development Centers

So is this the right choice?

Let’s see if it fits the criteria…

1. DISTINCTIVENESS – No other market specific competition with that name, or

anything close to it.

2. BREVITY – It is short and to the point and gives a clear message.

3. APPROPRIATENESS – It is appropriate for the market.

4. EASY SPELLING AND PRONUNCIATION – Yep!

5. LIKABILITY – It is high in the likeability scale

6. EXTENDABILITY – Unlike Tippecanoe Child Care and Education, using the word

‘tippecanoe’ it does not limit us geographically in the future.

7. PROTECTABILITY – There is a Right Steps Boutique Preschool & Childcare Center in

Richboro, PA. However, it does not appear to have ‘Right Steps’ copy-written.

A GREAT NAME deserves GREAT GRAPHICS.

So let’s do a little more research!

Blue:•Calmness or serenity

•Color most preferred by men

•Color used for most offices (People are more productive in blue rooms)

•Associated with water and peace

Red:•Evokes strong emotions

•Encourages appetite

•Passion or intensity

•Love

Let’s take a vote.

DISCIPLINE 4: VALIDATE

VALIDATION means bringing theaudience into the creative process.{ }

THE OLD COMMUNICATION MODEL WAS A MONOLOGUE.

THE NEW COMMUNICATION MODEL IS A DIALOGUE.

QUESTION:

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

HINT:

Not with largequantitative studiesor focus groups.

QUANTITATIVE STUDIES BURY THE PROBLEM IN HEAPS OF UNHELPFUL DATA.

FOCUS GROUPSWERE INVENTED TO FOCUS THE RESEARCH,

NOT BE THE RESEARCH.

ANDDIRTY.QUICK, CHEAP,

THE BEST TESTS ARE

Better a rough answer to the right questionthan a detailed answer to the wrong question.

CHEAP-QUICK-DIRTY TEST 1:

The SWAP TEST is a proof for trademarks.

If the names and graphics of two trademarks arebetter when swapped, then neither is optimal.

EXISTING TRADEMARKS

WITH NAMES SWAPPED


The HAND TEST is a proof for a distinctive voice.

If you can’t tell who’s talking when the trademarkis covered, then the brand’s voice is not distinctive.


The FIELD TEST is a proof for any conceptthat can be prototyped.

If your audience can’t verbalize your concept,you’ve failed to communicate it.

SHOPPERS CHARACTERIZEDTHE PACKAGE CONCEPT

ON THE MIDDLE-RIGHT SHELFAS “A FASTER PENCIL.”

BINGO.

Field tests measure five things:

1. DISTINCTIVENESS

2. RELEVANCE

3. MEMORABILITY

4. EXTENDABILITY

5. DEPTH OF MEANING

DISCIPLINE 5: CULTIVATE

Business is a process, not an entity.

A living brand is a pattern of behavior,not a stylistic veneer.

Brands are like people.

IF PEOPLE CAN CHANGE THEIR CLOTHES WITHOUT CHANGING THEIR CHARACTERS…

WHY CAN’T BRANDS?

OLD PARADIGM:

Control the

LOOK AND FEELof a brand.

NEW PARADIGM:

Influence the

Characterof a brand.

IF A BRAND LOOKS LIKE A DUCK AND SWIMSLIKE A DOG, PEOPLE WILL DISTRUST IT.

DIFFERENTIATED,COLLABORATED,INNOVATED,AND VALIDATED.

So let’s say you’ve

+

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

Your brand is now NUMBER ONE in its category.

What’s your next move?

A continuing brand education program.

YOU BUILD

A sustainable competitive advantage.

New branding

Design

Transcript of New branding