外国之the-brand-gap教案课件

HOWTOBRIDGETHEDISTANCEBETWEENBUSINESSSTRATEGYANDDESIGNAVISUALPRESENTATIONBYMARTYNEUMEIERProducedbyNEUTRONLLC

inpartnershipwithNEWRIDERSPUBLISHINGandTHEAMERICANINSTITUTEOFGRAPHICARTS

Copyright©2003NeutronLLC.Foreducationaluseonly.Nopartofthispresentationmaybepublished,sold,orotherwiseusedforprofitwithoutthewrittenpermissionoftheauthor.12WHATYOU’LLLEARN:AmoderndefinitionofbrandThefivedisciplinesofbrand-buildingREADY?LET’SSTARTBYDISPELLINGSOMEMYTHS.FIRSTAbrandisnotalogo.SECONDAbrandisnotanidentity.XFINALLYAbrandisnotaproduct.Sowhatexactlyisabrand?ABRANDISAPERSON’SGUTFEELINGABOUTAPRODUCT,SERVICE,ORORGANIZATION.Inotherwords…IT’SNOTWHATYOUSAYITIS.IT’SWHATTHEYSAYITIS.123WHYISBRANDINGSOHOT?PeoplehavetoomanychoicesandtoolittletimeMostofferingshavesimilarqualityandfeaturesWetendtobaseourbuyingchoicesontrustTHEREARE1,349CAMERASONTHEMARKET. HOWDOYOUDECIDEWHICHONETOBUY?TRUST$Doesabrandhaveadollarvalue?ANDHOW.5waystomeasurebrandvalue:1PRICEPREMIUM2CUSTOMERPREFERENCE3REPLACEMENTCOST4STOCKPRICE5FUTUREEARNINGSTHISSELECTIONFROMINTERBRAND’STOP100LISTSHOWSWHYBRANDSAREWORTHPROTECTING:2001%CHANGEBRANDVALUEBRANDNAMECOCA-COLAMICROSOFTIBMFORDMERCEDESHONDABMWKODAKGAPNIKEPEPSIXEROXAPPLESTARBUCKSBRANDVALUE ($MM) 68,945 65,068 52,752 30,092 21,728 14,638 13,858 10,801 8,746 7,589 6,214 6,019 5,464 1,757

BRANDVS.PREVIOUSYEAR -5% -7% -1% -17% +3% -4% +7% -9% -6% -5% -6% -38% -17% +32%

AS%OFMARKETCAP 61% 17% 27% 66% 48% 33% 62% 82% 35% 66% 9% 93% 66% 21%COKE’SMARKETCAP,INCLUDINGBRANDVALUE:$120BILLION

WITHOUTTHEBRAND,COKE’SGLASSWOULDBEHALFEMPTY.COKE’SMARKETCAP,NOTINCLUDINGBRANDVALUE:$50BILLIONThemainpurposeofbrandingistogetmorepeopletobuymorestuff formoreyearsatahigherprice.SUCCESSBANGBUCKS=B bBrandBusinessPREDICTIONBRANDWILLBECOMETHEMOSTPOWERFULSTRATEGICTOOLSINCETHESPREADSHEET.PROBLEMInmostcompanies,STRATEGYisseparatedfromCREATIVITYbyawidegap.

STRATEGICTHINKERS

Analytical Logical Linear Numerical VerbalCREATIVETHINKERSIntuitiveEmotionalSpatialVisualPhysicalDOESTHELEFTBRAINKNOWWHATTHERIGHTBRAINISDOING?Whenbothsidesworktogether, youcanbuildacharismaticbrand.ACHARISMATICBRANDisanyproduct,service,ororganizationforwhichpeoplebelievethere’snosubstitute.QUIZ:Whichofthesebrandsarecharismatic?AMAZONAPPLEBURGERKINGCOLDWATERCREEKDASANIDISNEYDKBOOKSEVEREADYFORDGENERALELECTRICGOOGLEHANESHITACHIHOMEDEPOTIKEAKMARTKRISPYKREMELEVI’SLONGSDRUGSMACY’SMINICOOPERNEWSWEEKNISSANNORDSTROMOXOGOODGRIPSPEPSI-COLAPRELLRCAREEBOKRUBBERMAIDSAFEWAYSAMSUNGSEARSSOUTHWESTAIRLINESUNITEDARTISTSVIRGINQUIZ:Whichofthesebrandsarecharismatic?AMAZONAPPLEBURGERKINGCOLDWATERCREEKDASANIDISNEYDKBOOKSEVEREADYFORDGENERALELECTRICGOOGLEHANESHITACHIHOMEDEPOTIKEAKMARTKRISPYKREMELEVI’SLONGSDRUGSMACY’SMINICOOPERNEWSWEEKNISSANNORDSTROMOXOGOODGRIPSPEPSI-COLAPRELLRCAREEBOKRUBBERMAIDSAFEWAYSAMSUNGSEARSSOUTHWESTAIRLINESUNITEDARTISTSVIRGINAnybrandcanbecharismatic.EVENYOURS.Butfirst,youhavetomastertheFIVEDISCIPLINESOFBRAND-BUILDING.DISCIPLINE1:DIFFERENTIATEWE’REHARDWIREDTONOTICEONLYWHAT’SDIFFERENT.SOLUTION:BEDIFFERENT.FEATURES“Whatitis〞 1900 BENEFITS“Whatitdoes〞 1925 EXPERIENCE“Whatyoufeel〞 1950IDENTIFICATION “Whoyouare〞 2000

Marketingtodayisaboutcreatingtribes.Peoplejoindifferenttribesfordifferentactivities.DRIVINGVOLKSWAGENREADINGAMAZONCOMPUTINGDELLSPORTSNIKECOOKINGWILLIAMS-SONOMABANKINGCITIBANKTRAVELORBITZONSUNDAYSTHEYWORSHIPHARLEY,GODOFTHEOPENROAD.Thethreemostimportantwordsindifferentiatingyourbrand:1FOCUS2FOCUS3FOCUSISTHISHOWYOURCUSTOMERSSEEYOU?123THEFOCUSTEST:Whoareyou?Whatdoyoudo?Whydoesitmatter?Unlessyouhavecompellinganswerstothesequestions,youneedmorefocus.ThemostcommonreasonforlossoffocusisILL-CONSIDEREDBRANDEXTENSIONS.EXAMPLE:

FOCUSED UNFOCUSEDPORSCHE=SPORTSCARSPORSCHE=SPORTSCARS+SUVSEXAMPLE:THEGOODGRIPSBRANDHASGROWNSTRONGERWITHEVERYBRANDEXTENSION.DISCIPLINE2:COLLABORATE

LIKEBUILDING ACATHEDRAL, BUILDINGABRANDISACOLLABORATIVEPROJECT.Ittakesavillagetobuildabrand.THEREARETHREEBASICMODELSFORORGANIZINGBRANDCOLLABORATION:TheONE-STOPSHOPcontainstheresourcestodevelopand

DIRECTRESPONSEADVERTISINGCREATIVESERVICESstewardthebrand.EXHIBITSRESEARCH

POPDISPLAYSIDENTITY

PUBLIC RELATIONSEVENTSPRODUCTSUPPLIERSPUBLICATIONSWEBDESIGNPROMOTIONS BRAND STRATEGYDESIGNNAMING

PACKAGING ANNUAL REPORTSCOMPANYONE-STOPSHOPSCORECARDEasytomanagePromiseofconsistency

LittlechoiceofteamsLittleownershipofbrandTheBRANDAGENCYPOPhiresbest-of-breedfirmstohelpdevelopIDENTITYCREATIVESERVICESDISPLAYSandstewardthebrand.

DIRECTRESPONSEADVERTISINGRESEARCH

ANNUALREPORTS SUPPLIERS EVENTSNAMINGBRANDAGENCYBRANDPROMOTIONS

STRATEGY PACKAGINGPUBLICATIONS PRODUCTWEBDESIGN

DESIGN PUBLIC RELATIONS EXHIBITSCOMPANYBRANDAGENCYSCORECARDChoiceofteamsPromiseofconsistency

LittleownershipofbrandTheINTEGRATEDMARKETINGTEAMismanagedinternallywithopencollaborationamongbest-of-breedspecialists.ANNUAL

DIRECTRESPONSECREATIVESERVICESADVERTISINGRESEARCHIDENTITY

REPORTS EVENTS POP DISPLAYSEXHIBITSCOMPANYSUPPLIERS

PUBLICRELATIONS PROMOTIONS WEB DESIGN PACKAGING BRANDPUBLICATIONSNAMINGPRODUCTSTRATEGY

DESIGNINTEGRATEDMARKETINGTEAMSCORECARDChoiceofteamsPromiseofconsistencyOwnershipofbrand

DifficulttomanageINREALITY,COLLABORATIVENETWORKSAREN’TTHATSIMPLE.andthat’sOK.Collaborativenetworksarenotnew.Asuccessfulmodelhasexistedforyears.Likebuildingacathedral,makingamovietakeshundredsofcollaborators.JOELDARTMOUTH

SmoocherBoy AgentSimsAgentTownsend AgentKruzic Dijon Jean-Michel Keynes Corelli Johnston Billie GuardsKELLYMARINTREVORCARMICHAELJOHNT.LANDONSHARONBONDLYPAULDERAINJACQUESSOUVERAINMICHAELBRANDSTEVENGOLDSTEINTRENTLOCKARTJACKSONBARNESJOSEPHAKIO

TERENCEBRADLEY MODERENI ROBERTUNDERHILL KENSILVER LibrarianHILARYPROPRIATO FieldOfficerMICHAELO.KELL BusDriverHECTORABONDAS NightGuardNORMANBRIER MeterMaidSTACYBRECKSTEIN FirstDetectiveJOEKALEY SecondDetectiveBRIANBELSEN BeatCopABRAHAMLENDER ParkingCopT.T.MCBRIDE HelicopterPilotVANDERICKE FirstOldManJOHNR.CARLSON SecondOldManVICTORAMOS TaxCollectorSEANO'KENNA StuntCoordinatorJEFFREYROCKENAssistantStuntCoordinatorDARRELTOMStuntDoublesCarlos

GEOFFWRIGHT MARKCONTADINA MarianaSUESKENNIAN AjaxCHARLIEMARQUETTE Sgt.SantosVICTORBANERAS CarterF.C.CAMERON SmoocherBoyTELLIEPANOPOULIS AgentSimsMARTINAIRESAgentTownsendSTEFANC.KAISER DijonBILLMOORE StuntsSTEVEADRIANBOBCARTERMICKEYDISANTISMIKEFLANAGANGEOFFIPSWICHBARRIELAWRENCEJACKIEMACDOUGALJAMESPETRICKEMARYSTAUFFACHERCORNELIATHERRIENRAULVALERIABENJAMINBARKELEYGORDONCOLERIDGEJILLIANDRUCKERBILLGEORGEMICHAELKANTERTERRYLEVINSONGREGNEVILSONPETEPOLSONFREDDIESTEENJEREMYTRICKETTRONALDDEAVER-WEBBTONYBEAUJOLAISIVANDEVERSONJOEEVANSJULIAHARRISONKENNETHKITTRIDGETEDMARSTENBOBOSBORNERAYTELSONCABUPTONPETERYOUNGROBERTG.RUNYAN

HongKongKungFuTeamYUANTigerCHUCHENDragonSENMannersandModesSupervisorFRANCIEMAS StoryboardArtistsCARENTHOMASON MIGUELTRASERO FRANCESCHU PEDROBOGANILLO ArtDepartmentResearcherNUALACORIAN ArtDepartmentCoordinatorTRACYCOLLISTON ConceptualDesignerSERGIOMOLO GraphicsBENJAMINHIRASUNA IllustratorSTEPHANIERAND SetDesignersGERIDEMONDE STELLANGRETZKE MADELINEBARR LANCEDUNSTABLE MARCODIPAOLO DENMCENERY SetDecoratorsLISABARHAM DRULEEMANNING CARRIEDUNE ScriptSupervisorMARIEBELLEAU CameraOperatorPAULPOLITO SteadycamOperatorROCKHANDLER 1stAssistantCameraGORDONALBRIGHT 2ndAssistantCameraCRISMORTEN StillPhotographerBARRIEM.HORST SoundRecordistJACOBTREIB BoomOperatorsHORACESTEIN THOMCARRABINE VideoOperatorARTKELLEHER LUCIANOPROPRIO PropsDAVIDBELL PropertyMasterZUZUMANHEIM KARENCAROLUS J.D.WHEATLY ActionVehicleCoordinatorsWILLIAMTREVANT GafferSTUJEFFERSON BestBoyJOSHKNIPPLE RiggedGaffersCOLINFARRINGDON PETERSTANISLOV KITGOINES BENNIEJAMESON RICKDEMIS STANLEYFREY G.G.NEWMAN KeyGripDAVIDWEINBERG HeadGripRICKYMONROE DollyGripsWILLISTRASBURG STANBENTON CHARLESCRIVORN NORMLOFGREN VICDOLAN GIORGIOVIVATO RiggingGripTELSTEPHENOPOLIS Make-upArtistsTRINIGONZALEZ MARCISTEIN BELINDAMCNAIRCARIDUNNMICHELLETONASROBERTOBELLINIDigCompositeSupvDigitalCompositors BackgroundArtistsCGILeadAnimators CGIAnimatorsTIMCURRIEDONALDVERESDAVIDHUSSEINBRIDGETQUESTEDFRANCESCAROTIGREGSTONEWILLSUTTONINGEJOHANSSONDREWCRAIN

URSULABIERSCHVISUALLOGIC,LLC

VFXSupervisor Programmer SystemAdmin ProductionAdmin ProductionAide Producer SceneGraphics CGIArtistCoord CGIArtists CGIDesigner Compositors I/OSupervisor AssortedVisualEffects ColorToner NegativeCutter TitlesDesignedby Opticalsby SoundtrackAlbumonMicroscopicCinematographybyJAREDBAGMANKAROLCONSTRANDYHARDWICKMALGERICKECASSMONAHANPATRICEARNEMPEDROCARILLOSANDYPRIESTLYJOHNLANGORFBRENDACALEMARKTHOMASKYLEM.SULLIVANPATRICKMAHONEYSTAVPROMIDESMARGRIETBILLTANIASHAUBBENNETJURIANCHUCKTRALIKPENNYGARCIAGRAYSONTRUESLIMDELGADOBATOUTAHELL,INCPACIFICDREAMS,LLCARTISTICRECORDS,INC.JAYFLAMMER`TheProducersWishtoThanktheFollowing NASA CITYOFNEWYORK THEMARITIMECENTEROFSYDNEY LOSANGELESPOLICE THECITYOFBEND,OREGON SULTANOFBRUNEI FilmedonLocationin CAPEKENNEDY NEWYORKCITY SYDNEY,AUSTRALIA LOSANGELES,CALIFORNIA BEND,OREGONFilmedwithOMNIVISONCamerasandLenses ColorbyCOLORLAB,INC. PrintsbyVISTACHROMEINTHE1990s,CREATIVECOLLABORATIONSPREADTOBRAND-BUILDING.EXAMPLE:TheNetscapebrandwasbuiltontheHollywoodmodel.MYTH:Wideexperienceleadstodeepinsights.FACT:Deepinsightscomefromdeepexperience.WHY?BecausethemathematicsofcollaborationisnothinglessthanMAGIC.DISCIPLINE3:INNOVATEExecution—notstrategy—iswheretherubbermeetstheroad.CREATIVITYISWHATGIVESBRANDSTHEIRTRACTIONINTHEMARKETPLACE.Whydocompanieshavesomuchtroublewithcreativity?Becausecreativityisright-brained,andstrategyisleft-brained.ABCD

STRATEGICTHINKINGVZ

D Q

CREATIVETHINKINGTHEREASONTHEBEATLESWEREWILDLYSUCCESSFULISBECAUSE“THEYNEVERDIDTHESAMETHINGONCE.〞QUESTION:Howdoyouknowwhenanideaisinnovative?ANSWER:

WHENITSCARESTHEHELLOUTOFEVERYBODY.===

TOOPREDICTABLE NOSURPRISE NOTHINGNEWNOSURPRISENOTHINGNEWNOVALUETobeginwith,

thebrandneedsastand-outname.Thesevencriteriaofastand-outname:

1DISTINCTIVENESS

2BREVITY

3APPROPRIATENESS

4EASYSPELLINGANDPRONUNCIATION

5LIKABILITY

6EXTENDABILITY7PROTECTABILITYAGREATNAMEdeservesGREATGRAPHICS.LOGOSAREDEAD.LONGLIVEICONSANDAVATARS!NEWSFLASH!AnICONisanameandvisualsymbolthatsuggestsamarketposition.EXAMPLE:CBS.Thenetworkfor“eye-popping〞television.AnAVATARisabrandiconthatcanmove,change,andoperatefreelyinvariousmedia.EXAMPLE:CINGULAR:The“self-expression〞cellularservice.Forproductsthatsellatretail,thepackageisoftenthebestandlastchancetomakeasale.12345Thehardest-workingpackagesfollowanaturalreadingsequence.THESHOPPER:NoticesthepackageAsks“Whatisit?〞Wonders“WhyshouldIcare?〞WantstobepersuadedNeedsproofBypresentinginformationtomatchthissequence,apackagecanselltheproductmoreeffectively.IfyoucommunicatewithyourcustomersONLINE,yourwebsiteneedstofollowaSIMILARreadingsequence,onethatsuppliesuserswithONLYtheinformationtheyneed,insteadoftryingtosqueezeEVERYTHINGontothehomepageLIKETHISandmakingyourusersdoALLthework,whichwillundoubtedlycausethemtoLEAVE,whenallyoureallyhavetodoisaskyourselfthisSIMPLEQUESTION:inthisdress?

DoesourwebsitelookfatToomanywebsitesarebloatedwithirrelevantinformation.WHY?1TURFISMO(Everydepartmentwantstobeonthehomepage)2FEATURITIS(Inexperiencedcommunicatorsbelievemoreisbetter)3TECHNOPHOBIA(Experiencedcommunicatorsresistnewmedia)QUIZ:Whichofthesesiteslookseasiertouse?DISCIPLINE4:VALIDATEVALIDATIONmeansbringingthe

audienceintothecreativeprocess.SENDERMESSAGERECEIVER

THEOLDCOMMUNICATIONMODELWASAMONOLOGUE.SENDERMESSAGERECEIVER

THENEWCOMMUNICATIONMODELISADIALOGUE.QUESTION:HowcanyoutestyourmostcreativeideasBEFOREtheygettomarket?HINT:Notwithlargequantitativestudiesorfocusgroups.QUANTITATIVESTUDIESBURYTHEPROBLEMINHEAPSOFUNHELPFULDATA.FOCUSGROUPSWEREINVENTEDTOFOCUSTHERESEARCH,NOTBETHERESEARCH.ANDTHEBESTTESTSARECHEAP,QUICK,DIRTY.Betteraroughanswertotherightquestionthanadetailedanswertothewrongquestion.Ifthenamesandgraphicsoftwotrademarksarebetterwhenswapped,thenneitherisoptimal.EXISTINGTRADEMARKSWITHNAMESSWAPPEDCHEAP-QUICK-DIRTYTEST2:TheHANDTESTisaproofforadistinctivevoice.Ifyoucan’ttellwho’stalkingwhenthetrademarkiscovered,thenthebrand’svoiceisnotdistinctive.CHEAP-QUICK-DIRTYTEST3:TheFIELDTESTisaproofforanyconceptthatcanbeprototyped.Ifyouraudiencecan’tverbalizeyourconcept,you’vefailedtocommunicateit.SHOPPERSCHARACTERIZED

THEPACKAGECONCEPTONTHEMIDDLE-RIGHTSHELFAS“AFASTERPENCIL.〞BINGO.Fieldtestsmeasurefivethings:1DISTINCTIVENESS2RELEVANCE3MEMORABILITY4EX