1. Becoming a Leading Edge

2. BRIDGETRAINING
Areas of expertise:
• Contact Centre
• Customer Service
• Sales
• Brand Delivery
• Leadership and Development
• Motivation and Presentation
• Behavioral Science

3. BRIDGEEVETNS

8. WHAT IS BRAND?

9. A brand is the identity of a
specific product, service, or
business. A brand can take many
forms, including a name, sign,
symbol, color combination or
slogan.
WHAT IS BRAND?

10. “Nothing seems more obvious to
me that a product or service only
becomes a brand when it is
imbued with profound values that
translate into fact and feeling that
employees can project and
customers can embrace.”
Sir Richard Branson
WHAT IS BRAND?

11. “Vision is perhaps our greatest
strength... It has kept us alive to
the power and continuity of
thought through the centuries, it
makes us peer into the future
and lends shape to the
unknown.”
Li Ka Shing
THE POWER BEHIND BRANDS

24. Branding is a business process and one that is
planned, strategically-focussed and integrated
throughout the organisation. Branding
establishes the direction, leadership, clarity of
purpose, inspiration and energy for a company’s
most important asset – its BRAND. Even the
most potentially powerful strategy will fail if not
executed effectively and consistently.

25. People within the business must firstly
understand the brand promise but then live it.
The concept is pretty simple, but it’s all
encompassing as the goal should be to turn every
company member, product service, piece of
communication or interface into a
walking, talking, touchable reflections of the
brand itself.

26. A brand strategy is
not the consequence
of planning, but the
starting point.

27. BRAND ALIVE PROJECT PART 1
You have been now given the brief of a company
that your team will be responsible for launching
the Taiwanese brand into a foreign market. Take
some time with your groups and familiarise
yourself with your new company. Feel free to
make a few tweaks to the brand values or it
mission if you like. Remember this is your
chance to GO GLOBAL!

28. VS.
Similarities?
Differences?

30. The strategic planning for a brand starts with an
understanding of an organisations business
strategy.

32. A Brand is the translation of the business
strategy into a consumer experience that brings
about a specific consumer behaviour.
It is imperative that the business strategy and
brand strategy are aligned in order to create
value in new markets.

33. One
The organisation needs to possess a valuable
intangible asset (such as technology, patents or
strong brand proposition.

34. Two
There needs to be sufficient and steady demand
in the new markets for the kind of service or
products offered.

35. Three
The organisation needs to be able to replicate or
establish a local customer experience abroad.

37. Brand expression is the brand as defined and
articulated by the organisation. This integrates
brand strategy and brand identity to express a
multi-sensory brand experience through a portfolio
of brand signals. These signals manage consumer
expectations by carrying and conveying meaning.
This makes it easier for people both inside and
outside the organisation to understand the brand's
core purpose.

39. • What is the required brand experience that the brand
expression is supposed to achieve in the host country?
• Does management in the host country understand the brand
the same way management does in the home country?
• What is the role of the brand for the organisation in the host
country?
• Does it matter whether the brand expression differs between
the home and the host country?
• Do the stages of brand development in the host country
warrant a differing brand expression (for the time being)?

41. • How does the brand expression translate into the actual
marketing mix in the host market?
• Does local adaptation of the brand expression require an
adaptation of the marketing mix?
• Does standardisation of the brand expression lead to a
standardisation of the marketing mix?
• Is an adaptation of the marketing mix required?
• Should the marketing implementation be transplanted to the
host country?
• Should the organisation adapt its operations and customer
interface to ensure that it functions according to the brand
expression?

42. Brand Recognition is the extent to which a brand
is recognised for stated brand attributes or
communications. In some cases brand
recognition is defined as aided recall - and as a
subset of brand recall. In the case, brand
recognition is the extent to which a brand name
is recognized when prompted with the actual
name.

43. • Does the host country already have knowledge
of the brand name?
• How does the name of the brand translate into
the host countries vocabulary?
• Is their any heritage that may exist around
your brand name or slogan?
• Is there longevity in your brand and recall
mechanisms?

44. ENVIRONMENTAL
CONSIDERATIONS:
INTERNAL

45. BRAND ALIVE PROJECT PART 2
You have been now given the brief to launch your
respective brand into either Canada or Brazil. The first step
is to conduct your initial due diligence on this location and
come up with a list of considerations that you will need to
further explore and questions that will need answering
prior to moving the brand forward into this market.

46. Performing customer needs-driven segmentation
with perspectives on competition and evolving
segmentation economics. This will include segment
growth, customer behaviour, price and service
requirements.
Building a scenario based planning approach based
on needs is likely to give useful direction to where
the company can take its brand in the future.

47. ENVIRONMENTAL
CONSIDERATIONS:
EXTERNAL

48. INSIDE THE MIND OF THE
CUSTOMER
Why do customers buy
Brands?
The Emotional Drivers
of Brands

49. Self-actualisation
Personal growth and fulfilment
Esteem needs
Achievement, status, responsibility, reputation
Belongingness and Love needs
Family, affection, relationships, work group, etc.
Safety needs
Protection, security, order, law, limits, stability, etc.
Biological and Physiological needs
Basic live needs – air, food, drink, shelter, warmth, sex, sleep, etc.
Maslow's Hierarchy
of Needs

50. Interpreting Behaviour According to
Maslow's Hierarchy of Needs
• Biological - health, fitness, energising mind and body, etc
• Safety - order and structure needs met for example by
some heavily organised, structural activity
• Belongingness - team sport, club 'family' and
relationships
• Esteem - competition, achievement, recognition
• Self-Actualization drivers - challenge, new
experiences, love of art, nature, etc

51. Transcendence
Helping others to self-actualise
Self-actualisation
Personal growth, self-fulfilment
Aesthetic needs
Beauty, balance, form, etc.
Cognitive needs
Knowledge, meaning, self-awareness
Esteem needs
Achievement, status, responsibility, reputation
Adapted 8 Level
Hierarchy of Needs
based on Maslow’s
Theory
Belongingness and Love needs
Family, affection, relationships, work group, etc.
Safety needs
Protection, security, order, law, limits, stability, etc.
Biological and Physiological needs
Basic live needs – air, food, drink, shelter, warmth, sex, sleep, etc.

52. IS ECONOMICS THE STUDY OF
MONEY OR THE STUDY OF
BEHAVIOUR?
Interesting to note that during this last recession well
established, high end and luxury brands did much better
than originally forecasted. In such turbulent markets
people gravitate toward safety and security.
Safety needs
Protection, security, order, law, limits, stability, etc.
Biological and Physiological needs
Basic live needs – air, food, drink, shelter, warmth, sex, sleep, etc.

53. I HAVE TO HAVE IT !!!

54. Belongingness and Love needs
Family, affection, relationships, work group, etc.
THE DESIRE TO BE PART OF A
FAMILY
This is considered to be one of the main driving forces
behind brand, the unconscious and somewhat non-logical
relationship that people have with their chosen brand. The
brand identity allows us to identify others that are similar
to us and join them.

55. Esteem needs
Achievement, status, responsibility, reputation
THE WORLD IS CHANGING WITH
SYMBOLIC CONSUMPTION
With media, live and on the edge of war, famine, natural
disasters, with global warming showing the harm that people are
doing to the planet, with recycling, social responsibility and
sustainability all active in the role of brands, consumers are more
aware and critical of a brand movement and social responsibility. As
the view of what is expectable changes so will consumers response
to their connections to brands.

56. CHANGING THE FACE OF AN
INDUSTRY

57. Cognitive needs
Knowledge, meaning, self-awareness
TELL ME EVERYTHING I NEED TO
KNOW OR JUST TELL ME YOUR NAME
AND I WILL DO THE REST
Brands guide people through the vast number of competitive
products and assist individuals to reach faster, more simple, and
personally connected choices when purchasing. They do not need
to know all the logistics of the product as the brain has already
connected through neuronal association all that is required to
meet the other needs discussed.

58. THE GESTALT EFFECT
What brand do you really respond to and
have high affinity with?
WHY??

59. THE GESTALT EFFECT
“The whole is greater than
the sum of the parts”

60. IS THIS TWO FACES OR A
VASE?

61. BEST LAID PLANS AND RESOLVED?

62. Aesthetic needs
Beauty, balance, form, etc.
BRANDS EXCITE US
When mastered, brands can attach themselves to pleasure
receptors and live very happily there for sometime. ‘I think
this commercial speaks for its self.. Let see and hear and
mmm taste.’

63. NOW THAT IS SPECIAL

64. Self-actualisation
Personal growth, self-fulfilment
BE ALL THAT YOU CAN BE
Brands allow people to dream, they allow us to be part of a
world that they may not have access to everyday. They can
also inspire us, drive us and show us a path to self
actualisation by offering us mentors and aspirations. Implicit
within the images and the lifestyle that brands portray, they
involve a value system that is packaged for consumption.

65. REACHING NEW HEIGHTS

66. Transcendence
Helping others to self-actualise
FROM EMPLOYEE TO
LIVING BRAND ADVOCATE
We have now reached the ultimate in Brand Power and
this true affinity and connection to the brand values
allows us to stand beside the brand. We can now
represent it through passion, belief and the desire to
see others have their required needs meet through it’s
brand promise.

67. ENVIRONMENTAL
CONSIDERATIONS:
EXTERNAL

68. A brand personality is developed to enhance the
appeal of a brand to consumers. To determine a
brands personality one may ask the following
question:
What does my brand want to be liked for by my
customer?

75. ENVIRONMENTAL
CONSIDERATIONS:
EXTERNAL

76. BRAND ALIVE PROJECT PART 3
It is time to start to give your brand some
personality. Based on your previous country
research and of course the great intuition of a
Global Brand Manager, start to develop the
personality of your brand. First you must
identify your potential target market and
customer profile and their traits. What
personality and SLOGAN would best match this
demographic?

78. SENSORY BRAND PERSONALITY

80. The brand perception is defined as the total
impression that customers have of the
brand, based on their exposure to it. This
consist of both the image formed and their
experiences with it. This will vary dependant on
the brand (i.e. a luxury brand verses a household
cleaner)

83. The brand domain will have many factors that
are affected by the customer considerations.
It is defined by what consumers understand the
actual offer of the brand to be.
In other words, the brand domain consists of…

84. • What the brand offers. This concerns the products and
services provided under the brand name, including all the
product and service attributes.
• How consumers learn about the brand. These are the various
forms of media and events employed to communicate about
the brand, as well as word of mouth.
• Where the brand can be obtained. This has to do with the
distribution channels or outlets that help get the brand into
the hands of consumers.
• Which solutions the brand offers to consumers. This involves
the way in which a brand resolves problems or deals with
inconveniences with which consumers are faced.

85. In short – this is what the customers perceive
the brand to stand for. A brand reputation
provides additional customer connection with
its authenticity, credibility and it’s reliability.
Will your brand live up to it’s customer promise?

86. • Contextual to the brand. These aspects consist of matters such as
the brand’s birthright, its lineage, its past or current locality, and its
creator or founder. The importance of such contextual traits rests
on their ability to provide legitimacy and assurance to a brand.
• Intrinsic to the brand. These are qualities or strengths that the
brand has developed over the years and that form the basis of
expectations of – or even outright promises by – a brand.
• Associative to the brand. These are qualities that are attributed to
the brand through its association with others, such as
experts, famous persons or particular groups of consumers, as well
as other brands. Qualities are either sanctioned by or rub off from
these third parties on the brand.

87. Brand affinity is a metric that lets market
researchers make predictions about how a
consumer will behave. Brand affinity also adds a
layer of information that is helpful when
differentiating among consumers in order to
accomplish market segmentation.

88. • A likelihood that they will stick with your brand or company
as long as the affinity continues.
• A high probability that they will purchase the brand or
other products from the brand when given a free choice
situation
• A good chance that they will make referrals of your brand
to friends and family (free marketing)
• They tend to describe high levels of overall customer
satisfaction through continued support.

92. • Inertia Loyalty
• Lazy Loyalty
• Monopoly Loyalty
• Price Loyalty
• Trend Loyalty

93. BRAND ALIVE PROJECT PART 4
It is time to put your draft marketing, routes to
market and launch plan together. Taking into
account your desired brand perception, its
domain, future reputation and the affinity that
you wish to master in the future. You will need
to use some of your intuition here but you will
be given a chance to test some of your ideas
later.

96. Rising to the Challenge
Bridge Rings of Power

97. REACTIVE

98. PROACTIVE

99. THE ACTION BRIDGE

100. WHAT ARE PEOPLE REALLY SAYING?
Are you a
good
listener?

101. The Art of Questioning

102. THE CONVERSATION CYCLE

103. The Questioning Funnel
Closed Question
Open Question
TED
Hypothetical / Reflective

104. BRAND ALIVE PROJECT PART 5
Your group will know have the opportunity to
run a focus group from your host country. You
have 20 minutes to prepare your questions and
ideas for the group. This will be a great
opportunity to discuss your brand, its
personality and verify some of your chosen
marketing mediums. Remember this is not a
pitch but your opportunity to test some of your
ideas.

107. LIVING BRAND CULTURE
“You cannot be special, distinctive, and
compelling in the marketplace unless you create
something special, distinctive, and compelling in
the workplace.”
Brand is Culture and Culture is Brand.

110. BRIDGE BRAND2LIFE

111. WHAT IS A LIVING BRAND
CULTURE?
Brand Culture
How we do things around here
“A company's culture and its
company brand are really just two
sides of the same coin. The brand
may lag the culture at first, but
eventually it will catch up”
Tony Hseih, Zappos.com

112. A brand is a promise. The basis of any brand is the core
promise, the essential idea around which the other
components of the brands are built. A promise to achieve
certain results, deliver a certain experience, or act in a
certain way. But notice something: the word ‘promise’ is
a lot more powerful than the word ‘strategy’ or
‘performance’. That’s because strategy and performance
are about corporations. Promises are about people.

113. A promise is conveyed by everything people see,
hear, touch, taste and smell about your brand. One
of your greatest brand legacies can be your
people and how they bring to life your brand
promise. There are both rational and emotional
connections to your brand and through a
Brand2LifeProgramme you can humanise your
mission in a way that everyone in the organisation
can live and understand.

115. WHAT MOTIVATES EMPLOYEES IN
A VALUE BASED CULTURE?

117. • Ubiquity. How widely is something practised by competitors or
consumers?
• Uniformity. Does every competitor or consumer behave in exactly the
same way or think exactly the same about this matter?
• Stability. Has the consideration changed much over time? Has it begun
to show changes recently?
• Significance. Does the consideration have a particular relevance to
competitors or consumers? Do they feel that they could do without it?
• Depth. Is the consideration rooted in the fabric of the category or in the
society? How valuable do competitors and consumers consider it to be
to them?

121. “As we started to grow, we
asked ourselves, how can we
sustain this culture? How can
we remember it while
simultaneously inspiring
ourselves for the next year? Our
answer was the culture book.
It's packed with each
employee's idea about our
culture, as well as photos, our
core values and more.”

123. The best products, price, packaging and even
promotion does not guarantee success unless it
in underpinned and supported but a fantastic
team of living brand champions.
To keep your brand alive ensure that you
develop a strategy plan that embraces the
people in the frontline and embodies the brand.

124. BRAND ALIVE PROJECT PART 6
Put together a short people strategy plan to
ensure that your people in the host country are
connected to the brand values and promise.
Also take careful consideration of how you will
bring your home and host teams together in
order that they both encapsulate the projected
personality of the brand.
Things to consider:

126. BRAND ALIVE PROJECT PART 6
Now, it is time to bring it all together into one
launch strategy. In your groups please prepare a
5 to 10 minute pitch presentation outlining:
Your Brand, its vision and value.