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BRANDS WE BELIEVE IN Why Brand Management and Business Management are one and the same thing
WHO AM I ? Alex Book Career History : Corporate Bond Sales, Merrill Lynch and Lehman Brothers : Masters in Business Administration, RHUL 2007-Present: Brand Consultant, MEAT Global Brand Consultancy
“That’s just marketing bullshit.” - Average Consumer, 2011
THE MARKETING CHALLENGE
“The way to gain a good reputation is to endeavour to be what you desire to appear.” - Socrates, 469BC – 399BC
WHAT ARE BRANDS WE BELIEVE IN?
BRANDS WE BELIEVE IN BECOME ICONS icon. From the Greek word ikon (image). A symbol of belief, traditionally religious. A totem which embodies meaning.
SYMBOLS OF BELIEF DOMINATE OUR WORLD
THEY CAN BE FICTIONAL AS WELL AS REAL
THEY NEEDN’T BE HUMAN
… AND THEY NEEDN’T BE COMMERCIAL
THOUGH MANY ARE …worth $15Billion
THEY CAN EVEN BE OBJECTS …
… OR EVEN PLACES
...OR EVEN BRANDS
THOUGH NOT ALL BRANDS MAKE US BELIEVE
HOW TO CREATE BRANDS WE BELIEVE IN?
“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
GOOD BUSINESS MANAGEMENT MEANS UNDERTAKING EVERYTHING YOU DO IN A BRAND-CONCEIVED WAY
MARKETING & COMMUNICAT- IONS CONSUMER
WHAT DO BRANDS WE BELIEVE IN LOOK LIKE?
VIDEO Apple – Think Different TBWA 1997
VIDEO Nike – You are so beautiful Wieden & Kennedy Late 90’s
VIDEO Evian – We will rock you Euro RSCG 2006
VIDEO OMO/Persil – Beach Art LOWE 2004
UNLOCKING THE POWER OF YOUR BRAND Alex Book
THE POWER OF THE BRAND SEM. WHAT IS A BRAND? Brand: is all of the impressions and experiences consumers associate with a company, a product, or a service.
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On Advertising, Image, and Self-Esteem. Definition of Advertising advertise: 1. to tell about or praise (a product, service, etc.) publicly, as through.
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Skittles Taste The Rainbow. Skittles' "taste the rainbow" theme was created by New York ad agency D'Arcy Masius Benton & Bowles in The ‘Taste.
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Chapter 9 – The Greek World Section Notes Greek Achievements Video The Greek Scholars History Close-up The Parthenon Images Persia under Darius Phalanx.
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Today I am: Taking notes regarding all the basic fundamentals of selling So I can: Identify fundamentals and the current, dominant trend in selling I will.
PRODUCTS UNIT 11. WHAT IS THE DIFFERENCE BETWEEN A PRODUCT AND A BRAND? PRODUCT - anything capable of satisfying a want or a need BRAND - a product that.
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OBJECTIVE 2.07 Reinforce company’s image to exhibit the company’s brand promise.
Lesson 8.2 – Sponsorship Growth Copyright © 2014 by Sports Career Consulting, LLC.
Why do people volunteer? Think… What types of events are most likely to attract volunteers? What do you think motivates people to volunteer for events?
TRACK and Trace with Holograms. Track & Trace Counterfeit products are challenging today’s global market place, threating revenue streams, eroding margins,
Philosophy in Ancient Greece. Greek Philosophy Philosophy= love of wisdom Importance of reason – The Greeks began to be concerned with “life questions”
The icons of Russia By Hovig. Icons of Russia were placed on glass windows of churches, separating the nave from the sanctuary or they are placed in a.
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1 Lesson 3.1: Importance of a Consistent Image for a Multi-Channel Business.
PowerPoint Commercials Your Name Date Class Period.
Global Advertising Chapter 14 Global Marketing. Keegan and Green, Chapter 14 2 Global Advertising Advertising is any sponsored, paid message that is communicated.
Launch Your Brand only after Brand Consulting to Reach Target Market.
Plentiful Job Opportunities Community Service Leadership Challenging Work Career Advancement.
SEM PI – Explain the nature of branding in sports/events.
Through SearchBranding Definition: American Marketing Association brand image - The perception of a brand in the minds of persons. The brand image.
Self esteem BY EMMA. SELF-ESTEEM Self-esteem is important because it enables you to have the confidence to be yourself. If you have self- esteem you will.
ATN stands on three principles A ssurance T rust N etwork.
Values A fundamental belief or practice about what is desirable, worthwhile, and important to an individual.
Strictly Business North County Meetup Courtesy of Off the Rock Media and WeTubeU June 29, 2011.
Chapter 4 How Brand Communication Works Key Points: How do the elements of the basic communication model relate to marketing communication? What are.
© 2008 Transamerica Corporation. All rights reserved. 1 The First Quarter in Review 3 3 Source: Transamerica Investment Management, “Manager Commentary-First.
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LOGO How a business defines themselves. Standards CTE Standards AME.A.A2.1 Analyze the way in which technical design (e.g., color theory, lighting,
For use only with Duncan texts. © 2005 McGraw-Hill Companies, Inc. McGraw-Hill/Irwin Consumer Response.
Today I will: be introduced to process of promotion and types of promotion So I can: Understand the procedure to determine Promotional Mix I will know.
Biblical Literature Overview. I. Information about the Bible Most widely distributed book in history The Bible has been translated more times into more.
1. Target audience 2. Brand image 3. Name 4. Positioning 5. Packaging 6. Slogan.
Entertainment Pricing. P P P P The Marketing Mix—The Four Ps 2 involve the goods, services, or ideas used to satisfy consumer needs. Product Decisions.
Move 2002 Move 2002 Winter Olympics 2002 Wieden & Kennedy, Ad Agency Just Do It ◦ Dan Wieden ◦ Top five ad slogans of the 20 th century (Advertising.
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