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BRANDS WE BELIEVE IN Why Brand Management and Business Management are one and the same thing.

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Presentation on theme: "BRANDS WE BELIEVE IN Why Brand Management and Business Management are one and the same thing."— Presentation transcript:

1 BRANDS WE BELIEVE IN Why Brand Management and Business Management are one and the same thing

2 WHO AM I ? Alex Book Career History 2001-2006: Corporate Bond Sales, Merrill Lynch and Lehman Brothers 2006-2007: Masters in Business Administration, RHUL 2007-Present: Brand Consultant, MEAT Global Brand Consultancy

3 “That’s just marketing bullshit.” - Average Consumer, 2011

4 THE MARKETING CHALLENGE

5 “The way to gain a good reputation is to endeavour to be what you desire to appear.” - Socrates, 469BC – 399BC

6 WHAT ARE BRANDS WE BELIEVE IN?

7 BRANDS WE BELIEVE IN BECOME ICONS icon. From the Greek word ikon (image). A symbol of belief, traditionally religious. A totem which embodies meaning.

8 SYMBOLS OF BELIEF DOMINATE OUR WORLD

9 THEY CAN BE FICTIONAL AS WELL AS REAL

10 THEY NEEDN’T BE HUMAN

11 … AND THEY NEEDN’T BE COMMERCIAL

12 THOUGH MANY ARE …worth $15Billion

13 THEY CAN EVEN BE OBJECTS …

14 … OR EVEN PLACES

15 ...OR EVEN BRANDS

16 THOUGH NOT ALL BRANDS MAKE US BELIEVE

17 HOW TO CREATE BRANDS WE BELIEVE IN?

18 “Whenever any decision is made that could affect people’s impressions about, understanding of, or level of attraction to [X], that is branding.” - Jeremy Hildreth, Brand Consultant

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27 GOOD BUSINESS MANAGEMENT MEANS UNDERTAKING EVERYTHING YOU DO IN A BRAND-CONCEIVED WAY

28 MARKETING & COMMUNICAT- IONS CONSUMER

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30 WHAT DO BRANDS WE BELIEVE IN LOOK LIKE?

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32 VIDEO Apple – Think Different TBWA 1997

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34 VIDEO Nike – You are so beautiful Wieden & Kennedy Late 90’s

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36 VIDEO Evian – We will rock you Euro RSCG 2006

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38 VIDEO OMO/Persil – Beach Art LOWE 2004

39 OUR CLIENTS

40 UNLOCKING THE POWER OF YOUR BRAND Alex Book 07801 447 039 alex.book@meat-brands.com www.meat-brands.com


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