Session explains how to create your uniquness, how to be different vs competitors.

1. 1
WHEN EVERYBODY ZIGS
Try to find your
ZAG
Branding 2nd Issue …
Source: Marty Neumeier

2. Reminder from previous Session
2
In reality, all companies competing in one and the same
category in 95% (Zig).
They do same things, with SAME Skills, with SAME
TECHNOLOGIES, use SAME Media etc
WHAT MAKES THEM DIFFERENT – IS THAT VERY
(Zag)
5%

3. 3
WHERE TO SEARCH FOR OUR ZAG?
IN PRODUCTS? – NO
IN SERVICE – NO
IN FEATURES – NO
IN PROCEDURES - NO
IN BELIEFS…

4. 4
people don’t buy what you do - they buy why you do it.
the goal is not to sell to people what you have - the goal is to connect with people who
believe what you believe
Watch Video (http://www.youtube.com/watch?v=d2SEPoQEgqA )
Source: Simon Sinek

5. 5
WRITE DOWN WHAT IS YOU MAJOR BELIEF
I BELIEVE THAT………………………

6. TIME TO BE MORE SPECIFIC.
In FINDING OUR ZAG WE SHALL GO THROUGH 5
CHECK POINTS
1.
2.
3.
4.
5.
Who are we?
What do we do?
What’s our vision?
What makes us the ONLY
What is our Trueline
Source: Saatchi & Saatchi
6

7. CHECK POINT 1
WHO ARE WE
No matter in what we believe, without the
experience, credibility and PASSION we won’t be
able to deliver, to contribute into what WE
BELIEVE in.
If we look at our team we will find What is the One
thing that we have in common (at least majority of
us )
7

8. 8
Example:
In Google, people’s philosophy is “DON’T BE EVIL”
So People working in Google, have 1 thing in common, none of
them is EVIL
This Clear philosophy has allowed the company not only to
survive in dot-com business crisis, but to INSPIRE
employees, delight users, and attract investors – to a degree
no one thought possible

9. CHECK POINT 2
WHAT DO WE DO
What is our Core purpose?
Hint: This is fundamental reason our Company
Exists, beyond making money
This is one thing that will never change about our
Company
9

10. 10
Exapmle:
Google’s state purpose is TO ORGANIZE THE WORLD’S
INFORMATION AND MAKE IT UNIVERSALLY
ACCESSIBLE
Disney’s Purpose is TO MAKE PEOPLE HAPPY
How many words will it take to articulate our purpose? If
it takes more than 12, we have to go back to check point 1

11. 11
CHECK POINT 3
WHAT’S OUR VISION
While Company’s purpose can be abstract, a company’s vision
should be concrete
It’s an illustration of Future
A soul never thinks without an image
Source:Aristotle

12. True Vision can’t be imposed on the company – it has to grow
from the shared beliefs, purposes and passion of its people
The Leaders job is to shape and articulate that vision, making
it memorable, inspiring
True Visions lead to COMMITMENT rather than
compliance, CONFIDENCE rather than caution
12

13. EXAMPLE OF RELATIONSHIP BETWEEN PURPOSE
& VISION
Referring to Kennedy’s years: the PURPOSE was
“ADVANCING MAN’S CAPABILITIES TO EXPLORE
THE HEAVENS
A vision on the other hand was “A MAN ON THE MOON
BY THE END OF THE 1960”
13

14. CHECK POINT 4
WHAT MAKES US THE ONLY
14
The passion, purpose and vision that drive the company may be virtually
identical with those of competitors
Look: in 99% companies stating their core values use 3 or 4 virtues from
this List:
1.Innovative
2.Market-driven
3.Customer oriented
4.Ethical
5.Responsive
6.Collaborative
7.Trusted
8. Quality-minded
9.Progressive
10.Proactive
11.Responsible
12.optimistic

15. 15
While Virtues Like this are
admirable, ZAGing requires that a company
define itself by what makes it
UNIQUE, not what makes it admirable

16. 16
Complete the sentence:
Our Brand is the ONLY ____________________
That ____________________.

17. 17
The ZAG was when CitiBank did when they positioned their
company as the anti bank with Tagline:
LIVE RICHLY
and headlines like this: “For a guaranteed return on
investment, try buying flowers”
“Onliness” is the true test of a ZAG
If we can’t say we are the “ONLY” let’s Go back and start
over

18. 18
Here is some Detailed Version of the Exercise to help pinpoint
our onliness:
WHAT IS OUR CATEGORY?
HOW WE ARE DIFFERENT?
WHO ARE OUR CUSTOMERS?
WHERE ARE THEY LOCATED?
WHEN DO THEY NEED US?

19. 19
EXAMPLE
HARLEY-DEVIDSON
What:
The only motorcycle manufacturer
How:
that makes big, loud motorcycles
Who:
for Macho guys (and macho “wannabees”)
where:
mostly in United States
why:
who want to join a gang of cowboys
When:
in era of decreasing personal Freedom

20. CHECK POINT 5
HOW DO WE EXPLAIN OURSELVES
All Brand communication should emanate from an internal
positioning line or “TRUELINE”
A TRUELINE is the one true thing you can say about the
Brand, based on its onliness statement. It must be
something competitors can’t (or won’t) claim.
In other words its company's VALUE PROPOSITION – The
reason Brand matters to customers RATIONALLY
20

21. 21
Remember, IT’S NOT WHAT WE SAY, IT’S WHAT THEY
SAY ABOUT US

22. EXAPMPLE:
SOUTHWEST AIRLINES:
You Can Fly just anywhere for less than it costs to drive
MINI
The small car for people who want a fun driving experience
eBay
The Place to trade practically anything on earth
From customers perspective these are the basic differentiating truths
about these Brands
22

23. 23
Once we have our trueline it’s a short step to a customer-facing
TAGLINE
For Example:
When SOUTHWEST SAYS:
YOU’RE NOW FREE TO MOVE ABOUT THE
COUNTRY they are simply translating their trueline into a
more polished form
What they are tapping into is Customers’ belief that southwest
offers a kind of freedom they did not have before

24. 24
When MINI says
LET’S MOTOR
They are translating a whole complex of feelings into tribal
message: “ if you appreciate small, high-performance cars
and you hate American trend towards CLUMSY, GAZGUZZING Cars, come on and join us.”

25. 25
The Key in Crafting the truelines and taglines is to focus on a
single proposition
If you find yourself finding commas or “ANDs”, you may need
more focus

26. EXAMPLES OF TRUELINES AND TAGLINES
26
TRUELINE
CITYBANK knows that money is only mean to happiness
TAGLINE
LIVE RICHLY
TRUELINE
AUDI MAKES CARS for People who take the road less traveled
TAGLINE
NEVER FOLLOW
TRUELINE
DISNEY LAND is the World’s Favorite amusement park
TAGLINE
THE HAPPIEST PLACE ON EARTH
TRUELINE
NIKE helps you to find inner athlete
TAGLINE
JUST DO IT
TRUELINE
APPLE challenges the STATUS QUO
TAGLINE
THINK DIFFERENT
TRUELINE
LAS VEGAS is where the world goes to be Naughty
TAGLINE
WHAT HAPPENS HERE, STAYS HERE

27. 27
Thank You
Vakhtang Antadze
GUM Category Manager Caucasus
Kraft Foods Georgia LLC
Part of the Mondelēz International
Family of Companies
Direct: +995 32 2200 180 (Ext.108 )|Mobile: +995 599887098
19 Davit Gamrekeli Str.,Business Centre Palati, Mansard Offices No.46
-47|Tbilisi,Georgia
Vakhtang.antadze@mdlz.com