Beyond thelogo
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You need to get beyond your logo to realise your full potential
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Beyond thelogo
- 2. What is a Brand ?
- 4. lets talk about what a brand is NOT
- 5. its NOT just a Product a Logo an Identity
- 6. A Great Product Isn’t a Great Brand
- 7. A Great Brand Isn’t a Great Product
- 8. “…It’s a gut feeling a person has about a product, service or organisation.” Marty Neumeier, author ,The Brand Gap
- 9. Why a Gut feeling?
- 10. Brands are defined by people People are EMOTIONAL & INTUITIVE
- 13. Its NOT what YOU say it is ITS WHAT SAY IT IS THEY
- 15. the world’s foremost nutrition, health and wellness company
- 20. Changing your core brand message to fit what you think people need or want to hear CAMPAIGNING IS
- 21. Marketing for the short term CAMPAIGNING IS
- 23. COMMITTING IS Building your brand on core principles that never change
- 24. 1. Coherent Brand Ideas & Expereiences over time 2. Marketing for long term growth 3. Creates Brand Loyalty
- 28. You will make/raise more money if People understand who you are and what you stand for
- 29. Know what you are Define it Understand what others say you are
- 30. Joe Saxton, nfp Synergy
- 32. Create Tribes
- 34. CREATE RAVING FANS Ken Blanchard & Sheldon Bowles Raving Fans.
- 38. Be consistent
- 39. COLA?
- 43. make people believe there is no subsitute Be Charismatic
- 44. Detergants
- 45. Chocolate
- 48. Build Trust
- 49. Do things worth talking about
- 51. Raise the bar in your marketplace
- 55. “ Working with what you’d call a “preferred partner” is a great way to drastically increase your brand’s exposure for no cost” Brand Torrent Blog Preferred Partners
- 61. Its not what you say that matters ITS WHAT YOU DO
- 63. A service company that happens to sell________ shoes and handbags and clothing and eyewear and watches and accessories and eventually anything and everything
- 64. 2000 1.6 million dollars 2008 1 BILLION DOLLARS
- 65. “This is my second order. For the second time you have gone above and beyond the call of duty. I can hardly wait until I need more shoes, I will be back.”
- 66. Your success is determined by the public perception
- 67. Understand who you are THEN be better
- 68. For ways to be talked about be different engage
- 69. “…take the time and money and effort you'd put into an expensive logo and put them into creating a product and experience and story that people remember instead.” Seth Godin
Notas do Editor
- We are all conscious of our logos and brands, but maybe sometimes not for the right reasons
- SO what is a brand In the early days of brands it was to instill confidence So no matter where you went if you saw a bottle of Heinz Ketchup you knew that it was going to be good Quality now is the base line
- A logo is like a first name, it's an identifier
- People are Gut based They base things on their gut instincts
- About your product/service/organisation
- How do you create that Gut Feeling in people
- Campaigning leads to a constantly changing story People arent sure what to think of you You don’t really have a brand You have no loyalty
- O2 are committing They are committing to enhance my life, and with an iphone they do that Give me a good service and their phones work They have set a standard, do they always hit the mark….NO, but they are committed to get there
- Nike want you to be victorious
- Building your brand on core principles that never change
- A Raving Fan isnt just a customer (donor) who is satisifed and content with how they have been treated. No they are so excited about the way you treat them that they want to tell stories about you, become a part of your sales force
- Tell Stories Don’t try to be all things to all people Focus Stand for Something
- They were just selling Juice Technically taking on the big guys (soft drinks) They focussed on healthy and green Their market place was at a music festival They raised the bar They put messages on their bottles like “If you are a bit bored why not call the Banana Phone” They deeply believe in things, They know who they are The new trick is not to have a trick, its to be honest They communicate their values