1. Building World Class Brands:
The Essential Principles
:
David B. Srere, Co-President and CEO

2. Introduction
Siegel+Gale is a global strategic
branding firm.

3. Introduction
Alan Siegel
42 years
42
225 people
225
8 offices
An Omnicom company

4. Our Promise
We build world-class brands through
elegantly simple, unexpectedly fresh
strategies, stories and experiences.

5. Our Core Capabilities
Brand Strategy
Brand Research
Brand Architecture
Verbal + Visual Identity
+
Naming
Digital Strategy + Design
Customer Experience
Simplification

6. Our Goal: Help Build the Next Generation of
World Class Brands
:

7. “A journey of a
thousand miles begins
with a single step.”
+ Confucius
+

8. The Branding Market is Still Emerging
1980’s:
1990’s – to date: " Emerging Now: "
Birth of a Market Economy
The Age of Advertising
A Shift to Brand Building
+ Evolved from a centrally + Mass advertising confused + A gradual but noticeable shift
planned economy
with branding
towards brand-building
+ Dominated by international + Consumer affinity towards + Native brands gaining share
brands and JVs
global brands; local brands locally; looking globally
thriving as OEMs
+ Availability = differentiation
+ Price still leads, but quality,
+ Price = differentiation
service, and choice are
emerging as differentiators

9. What are the principles of
world class brands?
?

10. Three Essential Principles
1. Create a compelling story about your organization
2. Tell the story in a compelling way—don’t just show it
-
3. Bring the story to life consistently across every touchpoint
of the organization

11. Great Brands Tell Compelling Stories

12. Great Brands Tell Compelling Stories
Create innovative solutions Help the world work better
to the world’s challenges
through forward thinking
Improve the lives of the world’s Enhance people’s lives with
consumers, now and for intuitive, simple, elegant
generations to come
design
Help the world run better in Help people be their best in
order to create enduring the moments that matter.
prosperity for people everywhere

13. What makes a compelling story?
?

14. It answers three key questions:
+ What do I stand for?
?
+ How am I different?
?
+ Why should anyone care?
?

15. It’s based on truth
It’s based on truth

16. It’s not just about what your organization does—it’s
about what your organization does for others
-

17. Moving from the “What” to the “So What?”
?
What? So what?

18. Moving from the “What” to the “So What?”
?
From
To
A company that manufactures The company that defines the
computer chips
future through technology
20

19. Developing the Story
Environment Audience
Competitors " Target segments
Industry Trends What is the What are
"
Market Dynamics context?
the needs?
Perceptions
Needs and Desires
The Brand Story
What are the
capabilities?
The strategic focus for your
brand efforts—the one thing
your brand must accomplish
— Organization
Vision "
Culture "
Structure

20. A Great Story is Well Told - Not Just Shown
–
Visual :
Verbal :
+ Logos and symbols
+ Personality
+ Advertising
+ Tone
+ Packaging
+ Voice
+ Signage
+ Narrative

24. Microsoft
NEED IMAGE

25. Branding Priorities
+ Evolve Windows from a commodity people have to use
to a brand they want to use
Windows
+ Increase awareness, understanding and relevance
+ Deposition Apple

26. The Windows Brand Framework
Windows
The Story
Windows is more compatible with your whole life
- at home, work, and play
Windows -
Communication" Visual Principles:
Verbal Principles:
Principles
Real Life Understanding
Integrated Knowledgeable
Alive Inquiring
Clear Pragmatic

27. The Windows Brand Framework
Windows
The Story
Windows is more compatible with your whole life
- at home, work, and play
Windows -
Communication" Visual Principles:
Verbal Principles:
Principles
Real Life Understanding
Integrated Knowledgeable
Alive Inquiring
Clear Pragmatic

28. Applying the Visual Principles
Shoot real Windows users and Use multiple photographers to Incorporate products seamlessly
engage members of their personal depict diverse settings and within users’ life stories.
communities
subjects
Aim to show ethnically and
Depict the many facets of a hero Adopt an editorial style for imagery
culturally diverse groups.
Windows user at work, play, relaxing
and learning
Brazil Shoot:" Moscow Shoot:
Beijing Shoot:
Nesters—Santos Family
Empty Nesters—Petrov Family
Transitioners—Min & Jia

29. The Windows Brand Framework
Windows
The Story
Windows is more compatible with your whole life
- at home, work, and play
Windows -
Communication" Visual Principles:
Verbal Principles:
Principles
Real Life Understanding
Integrated Knowledgeable
Alive Inquiring
Clear Pragmatic

30. Bringing the Voice Principles to Life
Before: “Have to Use” After: “Want to Use”
Windows Live Spaces is a terrific tool for sharing Why use Windows Live Spaces?
your memories online. It is your virtual home on For lots of little reasons, Beth Adams takes lots of
the internet for your family and friends to visit! little pictures. Lots and lots, actually. A gigabyte a
Like any home, we should probably put up a few day. Beth runs a daycare center, and a few years
photos. ago, she had a brainwave: snap photographs of
Windows Live Photo Gallery gives you the power the kids being cute and share them with the
to share your photos directly to your Windows parents.
Live Space for friends and family to see from afar. Great idea. But just an idea, until she discovered
Unlike many online photo websites; Windows she could reach out to almost any parent,
Live Spaces even has the ability to directly anywhere, easily, with Windows Live Spaces.
download an entire photo album! It is easier than Now, Beth uploads images to her Windows Live
ever to share your photos! Space and broadcasts them to parents in a single
mouse click. She creates downloadable photo
albums for each classroom. And since nearly
everyone speaks Windows, she knows that the
pictures–and the smiles–will come through for
everyone.

33. Three Essential Principles
1. Create a compelling story about your organization
2. Tell the story in a compelling way—don’t just show it
-
3. Bring the story to life consistently across every touchpoint
of the organization