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Partner Plus Brand Basics Session 2 Workbook

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This document is to help you put into practice what you have learned in Partner Plus Brand Basics Session 2,, this workbook is your tool to help you understand the following:
• Creating a brand strategy
• Brand positioning tools
• Practical applications of the strategy

Publicada em: Tecnologia, Negócios
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Partner Plus Brand Basics Session 2 Workbook

  1. 1. Brand Basics: Building Your Business on a Powerful Promise and Engaging Experience Part 2: Defining Your BrandA Cisco Partner Plus Resource
  2. 2. “Branding is about taking something common and improving upon it in ways that make it more valuable and meaningful.” 1
  3. 3. Brand Basics Part 1: Understanding Brand defined “brand”and explained how a strong brand can deliver value to yourorganization. Part 2: Defining Your Brand will help you formulateyour own brand strategy. You will learn how to quickly andmanageably survey your environment, articulate what yourbrand stands for and develop positioning tools to differentiateyour company from the competition. Along the way, you willbe given practical tips on how to turn these ideas from theoryinto reality.
  4. 4. Defining theBrandscape
  5. 5. Defining the Brandscape 5 Now that the foundation for brand a sense of the world in which you In this section you will building has been laid, it’s time to operate: the “brandscape”. The learn: begin creating a brand strategy for brandscape is a holistic view of your company. What will your brand a firm’s environment and includes • How to learn more stand for? What is your differentiating customers and competitors, as about your customers promise to employees, stakeholders well as the history and culture of and customers? These are questions the company itself. Only with a clear • How to locate where that will be addressed in this section. picture of the brandscape can your you stand in relation organization identify the building to your competitors Before you begin to think about where blocks that will ultimately lead to • How to identify your your company fits, it’s important to get successful brand positioning. company’s strengths and weaknesses Brand Basics Part 2: Defining Your Brand / A Cisco Partner Plus Resource
  6. 6. 6 TIP: It can seem daunting to think about asking questions of customers who are less than pleasedUnderstanding the Customer • Talk to three customers who have with your company. But they are often the source recently ended or scaled back their of invaluable information that can illuminate blindLet’s begin with the people who willactually be exchanging money for your relationship with you. What led them spots in your business and your brand. You’d beproducts and services. Customers are to take their business elsewhere? surprised how much people appreciate beingan invaluable resource when trying to What specific issues were they asked their opinion. And consider this—whatlearn more about your brandscape. unhappy with? Knowing what you do you have to lose?Gaining an insight into what the target are doing wrong is as important asneeds and wants, and how they perceive knowing what you are doing right.your business, can help you develop a Not only will this exercise help you Tip: There are an abundance of free or inexpensivesolid brand based on accurate customer define areas for improvement in your market research resources available on thepreferences and expectations. business strategy, but it will also help Internet. Professional services like Hoovers, Gartner you identify potential flaws when and Forrester offer access to some information for• Talk to your three best customers, developing your brand. free. Other good places to try include: or those that have recently expanded • Conduct research on your target • Survey Monkey (www.surveymonkey.com) their relationship with you. What do market. If resources allow it, purchase Free survey tools and low-cost access to they like best about doing business relevant industry research pertaining consumer panels with you? Why do they keep coming to your company, but there is also • BizStats (www.bizstats.com) back? What led them to send more abundant free information available Free access to essential data on many business in your direction? The online. Learn more about who you are businesses and categories purpose of this activity is to learn targeting. What are their needs and • Pew Research Center (www.pewresearch.org) more about your strengths, which expectations? What are their values Extensive reports on consumer behaviors can ultimately serve as competitive and behavior? A deeper understanding and cultural trends differentiators or anchors for your of your target market will allow you to • U.S. Census Bureau (www.census.gov) brand promise—what we sometimes create a brand promise that resonates The definitive resource for demographic refer to as Proof Points. with your customers. information Brand Basics Part 2: Defining Your Brand / A Cisco Partner Plus Resource
  7. 7. 7Understanding the Competition • Examine one or two aspirational • Examine one or two out-of-categoryWhen purchasing a product or service, competitors. These are the firms B2B brands that you admire. Thesecustomers are likely comparing the that, in an ideal world, you would businesses should not directly relateofferings of other competing companies. be competing with. What are their to yours. What is it that you like aboutExamining your competition is an important reputations in the market? How have their brands? Why do you trust them?exercise, as it will allow you to create a they established those reputations? What have they done to make youbrand positioning that differentiates your What might their brand promises be? like them? Thinking about questionscompany from the clutter. How do they affirm them? How do like these will give you a sense of the they communicate their brands at considerations and emotions that the• Examine your three most direct various touchpoints? Seeing how B2B community brings to the table for competitors. You probably know larger companies in your field have your brand. who they are already, but you can created brands will help outline a path identify them by looking at where to success for your own initiative. else your target market shops (consider asking this question in your customer interviews). Compare Tip: Larger companies often their products and services to yours. include information about their Also look at their brand (if they have brand positioning in the “About one) and how it’s applied across Us” section of their web site. various easily accessible touchpoints, Look for words like “vision,” such as ads, brochures and their “mission,” and “values,” and web site. What are they promising? phrases like “We believe…” Is their promise consistent? How Other places to look include are they supporting that promise? publicly available annual reports and corporate brochures. Brand Basics Part 2: Defining Your Brand / A Cisco Partner Plus Resource
  8. 8. 8 Tip: Interviews are a great way toUnderstanding the Company • Look to the past. Has your firm had any get a sense of the organization. We “firsts,” technological breakthroughs or recommend interviewing senior leaders,Finally you must seek to understand disruptions? These do not need to be frontline sales and people who are seenyour company itself. What principles was on a global scale; they can be specific as the “heart and soul” of the company.your organization founded on? How do to your local market. Taking account of Ask executives about the organization’syou make money? The best brands areauthentic, meaning that they are true to your company’s successes will provide vision, ask the sales force what’s mostthemselves and their history. Consider proof points, or “reasons to believe,” effective with customers, and ask theMP3 players. Apple was given permission discussed further below. boosters what gets them excited toby consumers to enter the music player • Look to your leaders. What positive come to work every day.market with the iPod because people characteristics do your founder,associated Apple with creativity and president, or other executivessimplicity, as well as technology, all of possess? How do these traits manifest Tip: There is no bigger mistakewhich were inextricably linked to Steve themselves in the way the company you can make than creating a brandJob’s vision for the brand. Do you even does business? Identifying pre-existing strategy that is at odds with yourremember the name of Microsoft’s mass- cultural strengths can simplify the business strategy. If you make moneymarketed MP3 player? (It was the “Zune.”) process of brand building and allow by selling people’s information, avoidInauthentic brands are generic and you to build upon what is already there. a brand promise about privacy andultimately forgettable. By adding insights • Look to your business model. What security. If you make money by sellingto the brandscape that emerge from metrics drive success for your sugary drinks, avoid a brand promiseyour own company’s roots, culture and company? What do you do to performbusiness model, you’ll create a brand about healthy lifestyles. While using well in those metrics? A brand must your brand to compensate for awith the potential to stand the test of always relate directly to businesstime. This approach helps avoid the pitfall perceived weaknesses in your strategy, and the two should be usedof creating a stock brand, and as in the business model may seem attractive, in conjunction to reach long-termApple example, provides you with a this approach is akin to building your objectives and goals.strong brand core that can be extended house on quicksand.in the future. Brand Basics Part 2: Defining Your Brand / A Cisco Partner Plus Resource
  9. 9. 9 Instructions for Brandscape worksheet great ideas you find when you siftWorksheet 1: The Brandscape Begin by listing everything you learned through the raw information. To use a Customer Competitors Company from your explorations of the three famous example, “the pieces of paper brandscape categories—Customers, I use to mark my place in books keep Insight: Insight: Insight: Competitors and Company. Don’t falling out” and “the glue they made in limit yourself—your initial list should the lab the other day wasn’t very sticky” be several pages long. are both pieces of information… but Post It® Notes are the result of an insight. What did you learn? What did you learn? What did you learn? Go through your long list and pull out the top 4-5 things you learned in each Definition category. These should be things that insight | [in-sīt] | noun you think have the potential to define you, make you desirable to customers (1) The capacity to gain an accurate and different from competitors. Fill and deep intuitive understanding of a In partnership with them in on the worksheet. person or thing, or (2) an understanding of this kind.1 Go through these short lists and look for common threads that might ladder 1 “Insight.” Oxford Dictionaries. April 2010. up to a single insight—insights are the Oxford University Press. Brand Basics Part 2: Defining Your Brand / A Cisco Partner Plus Resource
  10. 10. Worksheet 1: The Brandscape Customer Competitors Company 10 Insight: Insight: Insight: What did you learn? What did you learn? What did you learn? In partnership with Brand Basics Part 2: Defining Your Brand / A Cisco Partner Plus Resource
  11. 11. Chartingthe Future
  12. 12. Charting the Future 12 The brandscape should give you a view of the environment in which you currently In this section you will operate, as well as an indication of where learn: you are located within it. Once you have • The role of a brand a grasp on the reality of today, you must vision decide where you want the company to go tomorrow, and how you would like • How to define your your brand’s audiences to view you at brand vision that time. In this step, you must create • How to develop your two key statements that will guide your overarching brand overall branding initiative: the brand promise vision and the brand promise. Brand Basics Part 2: Defining Your Brand / A Cisco Partner Plus Resource
  13. 13. 13Defining the Brand Vision do business with them because…” of Qualcomm, a global manufacturerThe brand vision encapsulates your How do they finish that sentence? of telecommunications equipment, isbrand’s goals for the future. It defines • Imagine that three years from now, “to deliver the world’s most innovativewhat your company believes in and your best customer is talking to a wireless solutions.” The brand visiondescribes, in a best case yet realistic friend about what makes them do is simple and to the point; it uses ascenario, what tomorrow will look like business with you. What does your superlative to indicate its aspirations,for you and your customers when your customer say? and focuses not on the physical productscompany is successful. If you’ve spent that it creates, but the benefit it offers to Take your thoughts from the above its customers.adequate time and thought on the questions and synthesize them intobrandscape exercises, you may already a brand vision. The brand vision is What is Cisco’s brand vision? The mosthave an intuitive idea about this vision. a statement that should be used to trusted technology company in the world,The below exercises should help to express the aspirations of your brand. Cisco is a leader in delivering personaltease it out. Put most simply, it expresses your and business video that transforms life’s• Imagine that three years from now, vision of what the future should be. experiences. your company is on the cover of It can be written using superlatives; CIO Magazine, or another influential after all, which company isn’t striving industry trade magazine as the to be the best? As with all brand success story of the year. What is the materials, avoid directly referencing headline? How does the first sentence your product or service; rather, focus of the story read? The last sentence? on the value you provide to your customers. Unlike a regular vision• Imagine that three years from now statement, the brand vision should a potential customer is sitting with focus on the emotional benefit to the a competitor’s sales rep and starts consumer instead of a functional one. to say the following: “I know you The right brand vision is built on your past, can undercut [your company] by 3 Brand visions do not have to be but points toward your future. percent, but I really would prefer to elaborate. For example, the brand vision Brand Basics Part 2: Defining Your Brand / A Cisco Partner Plus Resource
  14. 14. Worksheet 2: Defining the Brand Vision 14 Winner! “I’d rather do “I just love 2015 Best business with working with IT Company them because...” them because...” In partnership with Brand Basics Part 2: Defining Your Brand / A Cisco Partner Plus Resource
  15. 15. 15Developing the Brand Promise • What differentiates you from your emotional sense. It should be a writtenCrafting the brand promise is perhaps competitors? After exploring the statement that, although not sharedone of the most important aspects of brandscape, define what makes with the outside world, permeates all theyour brand-building initiative. The brand your company different—or how activities carried out by your organization.promise puts into words what your you would like to differentiate your Promises can take a wide variety of formsbrand is all about and what value you firm as you build your brand. and there is no set format. However, allhope it provides to customers. This is • What are your brand attributes? promises should be short and concise,the experiential metric by which your These are the qualities and equities and should go beyond the boundariescustomers will subconsciously judge that your company owns or is known of what your business actually does toyou: if you live up to the promise, you will for. They do not have to directly relate include the emotions it hopes to elicit.benefit through a positive reputation and to your business or the products andincreased loyalty; if the promise is broken, services you produce. For example,it will hurt your brand and business. the NFL’s brand attributes include integrity, community and excellence; “ Patents expire. CopyrightsDeveloping a brand promise requiresanswering the following three questions: football is not mentioned. expire. Only brands can be As you can see, these questions parallel• What value do you provide? Don’t the brandscape exercises and should owned forever.” 2 focus on products, services or policies; build from them. With the responses rather, investigate the benefits that to the above questions, you can begin those products, services or policies drafting your brand promise. A brand have for employees, customers and promise should be what your company other stakeholders. hopes to deliver in an ideological and Brand Basics Part 2: Defining Your Brand / A Cisco Partner Plus Resource
  16. 16. 16 Competitive Finding Your Brand Promise Coca-Cola’s promise, for example, Tip: The best brand promises have is “To inspire moments of optimism an inspirational and motivational and uplift.” It does not mention the ring to them, which means they can food industry or any beverages. Rather sometimes sound like a tagline. But it focuses on the emotions that a person a tagline is not the same as a brand should experience when engaging with promise. Your brand promise will the company. Google’s promise is, inspire your tagline, as it will inspire “Provide access to the world’s information all of your brand communications. in one click.” With this, Google conveys More on this in Part 3. a sense of openness coupled with aCustomer Company freedom of knowledge. Cisco’s brand promise is “Bringing people together.” In those three words, Cisco summarizes the arc of its brand from birth as a way for two people to connect to its role today as the back- bone of millions of networks worldwide. The best brand promises are enduring, Brand Promise encapsulating not only the brand’s role At the intersection Competitive Insight, today but also the role you envision for Customer Insight and Company Insight, it tomorrow. you will find the inspiration for your Brand Promise. Brand Basics Part 2: Defining Your Brand / A Cisco Partner Plus Resource
  17. 17. 17 Employees Prospective The brand promise must be equally relevant to all of your constituencies and audiences—it is the core of what you stand for, comprising a high-level belief as well as a high-level benefit. It can be Leadership Investors/ aspirational, but must be credible. Analysts If you don’t define your brand with a BRAND promise, customers will define your brand based on price. Three Questions to Ask of Your Brand Promise:Stakeholders Customers 1. Is it ownable? 2. Is it credible? 3. Is it memorable and motivating? Partners Media Brand Basics Part 2: Defining Your Brand / A Cisco Partner Plus Resource
  18. 18. BrandPositioningTools
  19. 19. Brand Positioning Tools 19 Now that you have an understanding In this section you will of the brandscape, a defined vision learn: for the future and a promise for your customers, it’s time to take steps to • About tools to make create some useful positioning tools for your brand tangible to your brand. “Positioning” refers to your your target brand’s location in the brandscape, and it • How to develop a value takes into account all the insights you’ve proposition for your gathered and brand components you’ve offerings created in the previous steps. These positioning tools will help you appeal to • How to identify the your target market in a way that resonates “reasons to believe” for with them, allowing you to avail yourself of your brand the many benefits of a strong brand. Brand Basics Part 2: Defining Your Brand / A Cisco Partner Plus Resource
  20. 20. 20 Tip: You might be asking yourself, why do I need to goValue Proposition proposition, and it should be clear without through all of these steps and define all of these differentA value proposition is a statement of ambiguity. There are several formats for components? Can’t I just come up with a tagline and bethe benefit that a company provides a value proposition that help to ensure done with it? The answer is: you will get out of this processto its target audience. You should not that you do not omit any vital parts of the what you put into it. If you take the time to wrestle yourfocus too much on the specific products statement. To give you an example, a standard format is: brand promise to the ground now, it can be with you andand services that your company offers, guide you for years to come. It is the foundation on whichas these will change over time. Rather, For _ _____________ (target customer) _ everything else is built. Your value proposition mightfocus on the benefits and value that change more frequently as technology and customeryour business provides to customers. who _______________(customer need), needs evolve in this category, but a great brand vision andAnswering the following questions willgive you the information you need to (your brand) _____________________ brand promise can last 5, 10 or more years. And greatdraft a strong statement. taglines—as well as great ads, great sales tools and other is the ___________ (offering description) great things—are built from great brand promises.• What are your target audience’s that _ __________ (differentiating benefit greatest needs or concerns? to customer).• What solutions do you provide Your brand promise together with your Tip: If you have multiple target segments with very to meet these needs or assuage these concerns? value proposition will become the basis different needs, you may need multiple value propositions. of your communications and creative For example, your two biggest customer segments may be• How does your customer benefit briefs for internal resources as well as healthcare and education. As long as they all hold true to from using your solutions to meet for agency partners. your brand promise, there is no reason you shouldn’t have these needs? two or three value propositions. Try tweaking the languageOnce these questions are answered, rather than rewriting it entirely. Focus on making your coreyou can begin writing. The language benefits more relevant to the audience rather than creatingis particularly important in a value new benefits. Brand Basics Part 2: Defining Your Brand / A Cisco Partner Plus Resource
  21. 21. 21 Employees Prospective Value Proposition The value proposition channels the higher order benefit of your brand promise into a tangible benefit that addresses an identified customer Leadership Investors/ need. It answers the question, “Why would I Analysts exchange money for what you have to offer?” BRAND Three Questions to Ask of Your Value Proposition: 1. Is it relevant? 2. Is it differentiating?Stakeholders Customers 3. Is it compelling? Partners Media Brand Basics Part 2: Defining Your Brand / A Cisco Partner Plus Resource
  22. 22. 22Reasons to Believe Reasons to believe are important“Reasons to believe” are the proof points because they can help you decide Tip: The best reasons to believethat support your brand promise and whether the claims you are making are contain two levels of content. Beginvalue proposition. Your brand’s reputation, legitimate or not. If you cannot support by listing many individual companies’authenticity and credibility depend on the each section of your brand promise or value proposition with several reasons strengths (starting with the list fromtangible facts you gather that support the to believe, then it is an indication that your brandscaping exercise on page 10).claims you make. Reasons to believe can you may want to rework it and make Then look for patterns and themes thateither be technical, which are superiority it stronger. emerge. What you will often find are threeclaims, or functional, which describe thevalue-based benefit you provide to to five themes you can refer to generally You will use the reasons to believe you (“The high quality of our food”) that eachstakeholders. create here in two critical ways: sit above multiple tactical examples (“TheReasons to believe for Google’s brand • Internally—always have several of strength of our food sourcing,” “Our cook-promise, for example, might include a these proof points ready to deploy training program,” “Our celebrity cheftechnical point on the speed of its search in meetings with employees when partnerships”). You can use the themes toor the number of clicks it takes to find you are talking about the brand. broadly support your brand promise, andinformation. Functional points might This helps your people buy into the use the individual examples to supportinclude the various ways in which users promise and feel like it is credible. specific messages.of Google products add to their personalknowledge—like how people use can • Externally—make sure the promiseuse Google Maps to plan their daily of your headlines and pitch intros istravel, for example. paid off in the deeper content of your marketing materials by peppering it with proof points. Brand Basics Part 2: Defining Your Brand / A Cisco Partner Plus Resource
  23. 23. Worksheet 3: Identifying Your Reasons to Believe Sort through what you learned during the 23 brandscaping exercises and identify three Brand Promise to five company strengths that support your brand promise. These proof points should be unassailable— not aspirational. Each one doesn’t have to be differentiating on its own, but taken together they should feel like they add up to a claim that is owned and supported only by you. Reasons to Believe: In partnership with Brand Basics Part 2: Defining Your Brand / A Cisco Partner Plus Resource
  24. 24. Makingit Real
  25. 25. Making it Real 25 Once you have created a potential In most cases, this will involve activity In this section you will positioning for your brand, you must now in one of three key areas discussed learn: attempt to relocate from where you sit previously: internal focus, customer currently in the brandscape to where relevancy and brand differentiation. • How to resonate more you want to be by taking tangible steps. There are, of course, myriad other areas deeply with customers Although much of brand building seems, in which you might attempt to shift your • How to differentiate and indeed is, complex, much of it is fairly brand; some of those will be explored in yourself from the straightforward: you can take action to the Part 3 of the Brand Basics course. competition start building your brand in meaningful ways today. • How to maintain your brand internally Brand Basics Part 2: Defining Your Brand / A Cisco Partner Plus Resource
  26. 26. 26Be More Relevant • Ask people who are not familiar “more is more”. IT decisionsGetting closer to customers and their with your business to comment on are complex. The technology isneeds is always good for a business and ideas you have for communications constantly changing. If you canbrand. Being—and staying—relevant to or sales tools. If it requires a lot of pare back your promise and yourcustomers is an iterative and ongoing explaining, you may be relying too message to the basics so that youprocess. In order to make sure that your much on functional benefits, are cutting through the confusioncompany is getting in touch with your meaning you’ve left the emotional rather than adding to it, you maytarget market, try the following tips. relevance of your brand behind. find an opportunity to separate yourself from the competition.• Draft a pop-up survey for your Be More Different • Choose a color. In the IT services web site. Ask both about functionality Stepping out of the crowd does not industry, color is almost taboo. In an and purpose of the visit. Get a sense necessarily require a huge undertaking. effort to appear professional, most of who is coming to your web site There are some simple steps that can firms stick to whites and grays. While and why, as well as what they think be taken to really make your company it may not be a good idea to shed a about the entire experience. Look jump out to potential customers. professional image entirely, adding for simple and affordable ways to even one bright color to the logo or align the web experience better to • Introduce distinctive language and product naming. Consider naming type and using it consistently could their expectations—for example, by help your company become more updating language on category generic products or services to make them seem special and memorable. labels and buttons. different from your competition’s• Share knowledge. Ask your sales offerings. However, remember, teams what they are saying to, product names and language and hearing from, customers who should always be understandable choose to do business with you. to your target market. Find out what is working and share Dimension Data, an IT services provider, recently it across the organization. • Simplify. Many brands in this category rebranded itself using a bright color to appear fresh seem to be adherents to the idea that and differentiate itself from the sea of sameness. Brand Basics Part 2: Defining Your Brand / A Cisco Partner Plus Resource
  27. 27. 27Be More Focused nature of your business’ brand toIf your company’s employees are not employees in collaborative, interesting Tip: The best brands understandon board with branding, the initiative workshops. The goal is to make sure that there is no point making acan never really take off. A solid brand employees leave understanding not only what they should know or believe, marketing promise until the people inexperience requires everyone in the the organization are prepared to deliverorganization to understand what the but also what they should do. These may be held periodically as refreshers on it. Otherwise there is a disconnectbrand means, at least at its most for senior employees and introductions between a customer’s expectation ofbasic level, and get involved. There for new ones. the brand and their experience of theare policies that can be implementedin the short-term to help quickly get • Learn from your employees. Those brand. If there is one place whereeveryone on the same page. working on the ground often have brand-building investments can really a deeper connection to the customer pay off for small and medium-sized• Designate a “Brand Guardian” person/ and the market to craft strategy than companies, it’s internal communications team. This unit will be responsible those working in corporate. Periodically and training. These activities cost far for promoting (and later protecting) holding engaging competitions that less than external communications, but the brand as you begin to develop it. ask employees to devise marketing their effects are far-reaching. This unit will be charged with ensuring strategies or strengthen your brand that all touchpoints are on-brand. Set across particular touchpoints allows goals for them and reward success. the leadership to tap into the wealth• Hold brand workshops. Explain the of knowledge that employees possess. value of brand as well as the specific Brand Basics Part 2: Defining Your Brand / A Cisco Partner Plus Resource
  28. 28. InConclusion
  29. 29. Conclusion 29At this point, you should have developed as they do to business strategy—youa strong sense of what you want your wouldn’t launch a new product or servicebrand to stand for, and you may already without a clear strategy for success, why In Part 2: Defining Yourbe thinking about taking a few of the would you ever do so for something as Brand you learnedimmediate next steps from the previous important as your brand? In Part 3, we will some practical wayssection. The need for aligning on a solid explore ways to translate your strategy to develop your brandstrategy before undertaking larger brand- into an actionable agenda and discuss strategy by exploringbuilding processes, like creating a brand how to deploy your brand in tangible ways your environment asidentity, cannot be stressed enough. Many across the multiple touchpoints that affect well as developing keyof the same rules apply to brand strategy the IT services industry. statements that will collectively serve as the guiding force behind your brand. In Part 3: Bringing Your Brand to Life, you will take all that you have done and apply it to the manifestation of your brand in the real world. Brand Basics Part 2: Defining Your Brand / A Cisco Partner Plus Resource
  30. 30. Additional Resources 30 Brand on Wikipedia Branding Basics for Small Business A basic catalog of information on A book by Maria Ross for small businesses brand, its components and prevalent looking to unlock the business value that a branding strategies. strong brand brings. Brandeo Tomorrow Starts Here A blog with articles on the business A site that brings Cisco’s Brand Vision and implications of branding and an Brand Promise to life. encyclopedia of branding terms. Cisco Partner Plus Branding Strategy Insider Collected information and resources for A blog featuring intelligent advice and Cisco Partner Plus partners. case studies to hone your brand strategy. The Brand Builder A blog on branding that focuses on the lessons small business can learn from larger companies. Brand Basics Part 2: Defining Your Brand / A Cisco Partner Plus Resource
  31. 31. References 31 1 Bedbury, Scott, and Stephen Fenichell. A New Brand World: 8 Principles for Achieving Brand Leadership in the 21st Century. New York: Viking, 2002. 15. 2 Dru, Jean-Marie. Disruption: Overturning Conventions and Shaking up the Marketplace. New York: John Wiley & Sons, 1996. 114. Brand Basics Part 2: Defining Your Brand / A Cisco Partner Plus Resource
  32. 32. 32Third party company names, trademarks, logos andquotations referenced in these materials are theproperty of their respective owners and their use doesnot constitute or imply an endorsement, sponsorship,affiliation, association or approval by the third partiesof these materials or with Cisco Systems, Inc. and/or its affiliates (“Cisco”). The information contained inthese materials are the opinions of Publicis BOS Group.Cisco disclaims all warranties as to the accuracies,completeness or adequacy of such information and shallhave no liability for omission or inadequacies in suchinformation. Brand Basics Part 2: Defining Your Brand / A Cisco Partner Plus Resource
  33. 33. Presented byPublicis Brand Optimization Systems (BOS) Group developsbrand strategies for clients and brings them to life throughbrand identity, employee education and experience design.BOS Group is part of Publicis Worldwide.