Transcription
HOW TO BRIDGETHE DISTANCEBETWEENBUSINESS STRATEGYAND DESIGN
A VISUAL PRESENTATION BY MARTY NEUMEIERNEUTRONLLC.COM
Produced by NEUTRON LLCin partnership with NEW RIDERS PUBLISHINGand THE AMERICAN INSTITUTE OF GRAPHIC ARTSCopyright 2003 Neutron LLC. For educational use only. No part of this presentation maybe published, sold, or otherwise used for profit without the written permission of the author.
WHAT YOU’LL LEARN:NEUTRONLLC.COM1A modern definition of brand2The five disciplines of brand-building
READY?NEUTRONLLC.COM
LET’S START BY DISPELLING SOME MYTHS.NEUTRONLLC.COM
FIRSTA brand is not a logo.NEUTRONLLC.COM
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SECONDA brand is not an identity.NEUTRONLLC.COM
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FINALLYA brand is not a product.NEUTRONLLC.COM
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Sowhat exactlyis a brand?NEUTRONLLC.COM
A BRAND IS A PERSON’SGUT FEELING ABOUTA PRODUCT, SERVICE,OR ORGANIZATION.NEUTRONLLC.COM
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In other words NEUTRONLLC.COM
IT’S NOT WHAT YOU SAY IT IS.NEUTRONLLC.COM
IT’S WHAT THEY SAY IT IS.NEUTRONLLC.COM
WHY IS BRANDING SO HOT?1People have too many choices and too little time2Most offerings have similar quality and features3We tend to base our buying choices on trustNEUTRONLLC.COM
THERE ARE 1,349 CAMERAS ON THE MARKET.HOW DO YOU DECIDE WHICH ONE TO BUY?NEUTRONLLC.COM
TRUSTNEUTRONLLC.COM
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Does a brand have a dollar value?NEUTRONLLC.COM
AND HOW.NEUTRONLLC.COM
5 ways to measure brand value:1 PRICE PREMIUM2 CUSTOMER PREFERENCE3 REPLACEMENT COST4 STOCK PRICE5 FUTURE EARNINGSNEUTRONLLC.COM
THIS SELECTION FROM INTERBRAND’S TOP 100 LISTSHOWS WHY BRANDS ARE WORTH PROTECTING:2001% CHANGEBRAND VALUEBRAND VALUEBRAND VS.AS % OFNAME( MM)PREVIOUS YEARMARKET ,752-1%27%FORD30,092-17%66%MERCEDES21,728 3%48%HONDA14,638-4%33%BMW13,858 3%APPLE5,464-17%66%STARBUCKS1,757 32%21%
COKE’S MARKET CAP,INCLUDING BRAND VALUE: 120 BILLIONWITHOUT THE BRAND,COKE’S GLASS WOULDBE HALF EMPTY.COKE’S MARKET CAP,NOT INCLUDING BRAND VALUE: 50 BILLIONNEUTRONLLC.COM
The main purpose of branding is to getmore people to buy more stufffor more years at a higher price.NEUTRONLLC.COM
B SbBANGSUCCESSBUCKNEUTRONLLC.COM
BrandBusinessNEUTRONLLC.COM
PREDICTIONBRAND WILL BECOME THE MOST POWERFULSTRATEGIC TOOL SINCE THE SPREADSHEET.NEUTRONLLC.COM
PROBLEMIn most companies, STRATEGYis separated from CREATIVITY by a wide gap.NEUTRONLLC.COM
STRATEGIC RONLLC.COMCREATIVE THINKERSIntuitiveEmotionalSpatialVisualPhysical
DOES THE LEFT BRAIN KNOW WHAT THE RIGHT BRAIN IS DOING?NEUTRONLLC.COM
When both sides work together,you can build a charismatic brand.NEUTRONLLC.COM
A CHARISMATIC BRAND is any product,service, or organization for whichpeople believe there’s no substitute.NEUTRONLLC.COM
QUIZ :NEUTRONLLC.COMWhich of these brands are charismatic?AMAZONHITACHIOXO GOODGRIPSAPPLEHOME DEPOTPEPSI-COLABURGER KINGIKEAPRELLCOLDWATER CREEKKMARTRCADASANIKRISPY KREMEREEBOKDISNEYLEVI’SRUBBERMAIDDK BOOKSLONGS DRUGSSAFEWAYEVEREADYMACY’SSAMSUNGFORDMINI COOPERSEARSGENERAL ELECTRICNEWSWEEKSOUTHWEST AIRLINESGOOGLENISSANUNITED ARTISTSHANESNORDSTROMVIRGIN
QUIZ :NEUTRONLLC.COMWhich of these brands are charismatic?AMAZONHITACHIOXO GOODGRIPSAPPLEHOME DEPOTPEPSI-COLABURGER KINGIKEAPRELLCOLDWATER CREEKKMARTRCADASANIKRISPY KREMEREEBOKDISNEYLEVI’SRUBBERMAIDDK BOOKSLONGS DRUGSSAFEWAYEVEREADYMACY’SSAMSUNGFORDMINI COOPERSEARSGENERAL ELECTRICNEWSWEEKSOUTHWEST AIRLINESGOOGLENISSANUNITED ARTISTSHANESNORDSTROMVIRGIN
Any brand can be charismatic.NEUTRONLLC.COM
NEUTRONLLC.COMEVENYOURS.
But first,you have to master the FIVENEUTRONLLC.COMDISCIPLINES OF BRAND-BUILDING .
DISCIPLINE 1: DIFFERENTIATENEUTRONLLC.COM
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WE’RE HARDWIRED TO NOTICE ONLY WHAT’S DIFFERENT.NEUTRONLLC.COM
SOLUTION:BE DIFFERENT.NEUTRONLLC.COM
FEATURESBENEFITSEXPERIENCEIDENTIFICATION“What it is”“What it does”“What you feel”“Who you are”190019251950Marketing today is about creating tribes.NEUTRONLLC.COM2000
People join different tribes for different VELNEUTRONLLC.COMNIKEORBITZ
ON SUNDAYS THEY WORSHIP HARLEY,GOD OF THE OPEN ROAD.NEUTRONLLC.COM
NEUTRONLLC.COMThe three most important words in differentiating your brand:
1NEUTRONLLC.COMFOCUS
2NEUTRONLLC.COMFOCUS
3NEUTRONLLC.COMFOCUS
IS THIS HOW YOUR CUSTOMERS SEE YOU?NEUTRONLLC.COM
THE FOCUS TEST:1Who are you?2What do you do?3Why does it matter?NEUTRONLLC.COM
Unless you have compelling answers to these questions,you need more focus.NEUTRONLLC.COM
NEUTRONLLC.COMThe most common reason for loss of focusis ILL-CONSIDERED BRAND EXTENSIONS.
EXAMPLE:FOCUSEDUNFOCUSEDNEUTRONLLC.COMPORSCHE SPORTS CARSPORSCHE SPORTS CARS SUVS
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EXAMPLE:NEUTRONLLC.COMTHE GOOD GRIPS BRAND HAS GROWN STRONGER WITH EVERY BRAND EXTENSION.
DISCIPLINE 2: COLLABORATENEUTRONLLC.COM
LIKE BUILDINGA CATHEDRAL,BUILDING A BRANDIS A COLLABORATIVEPROJECT.NEUTRONLLC.COM
NEUTRONLLC.COMIt takes a villageto build a brand.
THERE ARE THREE BASIC MODELSFOR ORGANIZING BRAND COLLABORATION:NEUTRONLLC.COM
The ONE-STOP SHOPcontains the resourcesto develop andsteward the brand.NEUTRONLLC.COMC R E AT I V ESERVICESA DV E RT I S I N GDIRECTRESPONSERESEARCHPOPD I S P L AY SEXHIBITSPUBLICIDENTITYSUPPLIERSR E L AT I O N SPRODUCTEVENTSDESIGNPROMOTIONSP U B L I C AT I O N SBRANDST R AT E G YWEBDESIGNNAMINGPA C K A G I N GANNUALREPORTSC O M PA N Y
ONE-STOP SHOP SCORECARDEasy to manageLittle choice of teamsPromise of consistencyLittle ownership of brandNEUTRONLLC.COM
The BRAND AGENCYhires best-of-breedfirms to help developand steward the brand.NEUTRONLLC.COMPOPD I S P L AY SC R E AT I V ESERVICESIDENTITYRESEARCHDIRECTRESPONSEA DV E RT I S I N GANNUALREPORTSSUPPLIERSEVENTSBRAND AGENCYNAMINGPROMOTIONSBRANDS T R AT E G YPA C K A G I N GP U B L I C AT I O N SPRODUCTWEBDESIGNDESIGNPUBLICR E L AT I O N SEXHIBITSC O M PA N Y
BRAND AGENCY SCORECARDChoice of teamsPromise of consistencyNEUTRONLLC.COMLittle ownership of brand
The INTEGRATED MARKETING TEAMis managed internally with opencollaboration amongbest-of-breed specialists.C R E AT I V ES E RV I C E SA DV E RT I S I N POPD I S P L AY SEXHIBITSC O M PA N YSUPPLIERSPUBLICR E L AT I O N SPROMOTIONSWEBDESIGNPA C K A G I N GBRANDS T R AT E G YP U B L I C AT I O N SNAMINGPRODUCTDESIGNNEUTRONLLC.COM
INTEGRATED MARKETING TEAM SCORECARDChoice of teamsPromise of consistencyOwnership of brandNEUTRONLLC.COMDifficult to manage
IN REALITY, COLLABORATIVENETWORKS AREN’T THAT SIMPLE.NEUTRONLLC.COM
andthat’s OK.NEUTRONLLC.COM
Collaborative networks are not new.NEUTRONLLC.COM
A successful model has existed for years.NEUTRONLLC.COM
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Like building a cathedral,making a movie takeshundreds of collaborators.NEUTRONLLC.COM
JOEL DARTMOUTHKELLY MARINTREVOR CARMICHAELJOHN T. LANDONSHARON BONDLYPAUL DERAINJACQUES SOUVERAINMICHAEL BRANDSTEVEN GOLDSTEINTRENT LOCKARTJACKSON BARNESJOSEPH AKIOTERENCE BRADLEYMO DERENIROBERT UNDERHILLKEN SILVERLibrarian HILARY PROPRIATOField Officer MICHAEL O. KELLBus Driver HECTOR ABONDASNight Guard NORMAN BRIERMeter Maid STACY BRECKSTEINFirst Detective JOE KALEYSecond Detective BRIAN BELSENBeat Cop ABRAHAM LENDERParking Cop T. T. MCBRIDEHelicopter Pilot VAN DERICKEFirst Old Man JOHN R. CARLSONSecond Old Man VICTOR AMOSTax Collector SEAN O' KENNAStunt Coordinator JEFFREY ROCKENAssistant Stunt Coordinator DARREL TOMSmoocher BoyAgent SimsAgent TownsendAgent uardsStunt DoublesCarlosGEOFF WRIGHTMARK CONTADINAMariana SUE SKENNIANAjax CHARLIE MARQUETTESgt. Santos VICTOR BANERASCarter F. C. CAMERONSmoocher Boy TELLIE PANOPOULISAgent Sims MARTIN AIRESAgent Townsend STEFAN C. KAISERDijon BILL MOOREStuntsSTEVE ADRIANBOB CARTERMICKEY DISANTISMIKE FLANAGANGEOFF IPSWICHBARRIE LAWRENCEJACKIE MACDOUGALJAMES PETRICKEMARY STAUFFACHERCORNELIA THERRIENRAUL VALERIANEUTRONLLC.COMBENJAMIN BARKELEYGORDON COLERIDGEJILLIAN DRUCKERBILL GEORGEMICHAEL KANTERTERRY LEVINSONGREG NEVILSONPETE POLSONFREDDIE STEENJEREMY TRICKETTRONALD DEAVER-WEBBHong Kong Kung Fu TeamYUAN Tiger CHUCHEN Dragon SENTONY BEAUJOLAISIVAN DEVERSONJOE EVANSJULIA HARRISONKENNETH KITTRIDGETED MARSTENBOB OSBORNERAY TELSONCAB UPTONPETER YOUNGROBERT G. RUNYAN
NEUTRONLLC.COMManners and Modes Supervisor FRANCIE MASStoryboard Artists CAREN THOMASONMIGUEL TRASEROFRANCES CHUPEDRO BOGANILLOArt Department Researcher NUALA CORIANArt Department Coordinator TRACY COLLISTONConceptual Designer SERGIO MOLOGraphics BENJAMIN HIRASUNAIllustrator STEPHANIE RANDSet Designers GERI DEMONDESTELLAN GRETZKEMADELINE BARRLANCE DUNSTABLEMARCO DIPAOLODEN MCENERYSet Decorators LISA BARHAMDRU LEE MANNINGCARRIE DUNEScript Supervisor MARIE BELLEAUCamera Operator PAUL POLITOSteadycam Operator ROCK HANDLER1st Assistant Camera GORDON ALBRIGHT2nd Assistant Camera CRIS MORTENStill Photographer BARRIE M. HORSTSound Recordist JACOB TREIBBoom Operators HORACE STEINTHOM CARRABINEVideo Operator ART KELLEHERLUCIANO PROPRIOProps DAVID BELLProperty Master ZUZU MANHEIMKAREN CAROLUSJ. D. WHEATLYAction Vehicle Coordinators WILLIAM TREVANTGaffer STU JEFFERSONBest Boy JOSH KNIPPLERigged Gaffers COLIN FARRINGDONPETER STANISLOVKIT GOINESBENNIE JAMESONRICK DEMISSTANLEY FREYG. G. NEWMANKey Grip DAVID WEINBERGHead Grip RICKY MONROEDolly Grips WILLI STRASBURGSTAN BENTONCHARLES CRIVORNNORM LOFGRENVIC DOLANGIORGIO VIVATORigging Grip TEL STEPHENOPOLISMake-up Artists TRINI GONZALEZMARCI STEINBELINDA MCNAIRCARI DUNNMICHELLE TONASROBERTO BELLINI
Dig Composite SupvDigital CompositorsBackground ArtistsCGI Lead AnimatorsCGI AnimatorsTIM CURRIEDONALD VERESDAVID HUSSEINBRIDGET QUESTEDFRANCESCA ROTIGREG STONEWILL SUTTONINGE JOHANSSONDREW CRAINURSULA BIERSCHVISUAL LOGIC, LLCVFX SupervisorProgrammerSystem AdminProduction AdminProduction AideProducerScene GraphicsCGI Artist CoordCGI ArtistsCGI DesignerCompositorsI/O SupervisorAssorted Visual EffectsColor TonerNegative CutterTitles Designed byOpticals bySoundtrack Album onMicroscopic Cinematography byJARED BAGMANKAROL CONSTRANDY HARDWICKMAL GERICKECASS MONAHANPATRICE ARNEMPEDRO CARILLOSANDY PRIESTLYJOHN LANGORFBRENDA CALEMARK THOMASKYLE M. SULLIVANPATRICK MAHONEYSTAV PROMIDESMARGRIET BILLTANIA SHAUBBENNET JURIANCHUCK TRALIKPENNY GARCIAGRAYSON TRUESLIM DELGADOBATOUTAHELL, INCPACIFIC DREAMS, LLCARTISTIC RECORDS, INC.JAY FLAMMER The Producers Wish to Thank the FollowingNASACITY OF NEW YORKTHE MARITIME CENTER OF SYDNEYLOS ANGELES POLICETHE CITY OF BEND, OREGONSULTAN OF BRUNEIFilmed on Location inCAPE KENNEDYNEW YORK CITYSYDNEY, AUSTRALIALOS ANGELES, CALIFORNIABEND, OREGONNEUTRONLLC.COMFilmed with OMNIVISON Cameras and LensesColor by COLORLAB, INC.Prints by VISTACHROME
IN THE 1990s,CREATIVE COLLABORATION SPREAD TO BRAND-BUILDING.NEUTRONLLC.COM
EXAMPLE:The Netscape brand was builton the Hollywood model.NEUTRONLLC.COM
MYTH:Wide experienceleads to deep insights.NEUTRONLLC.COM
FACT:Deep insights comefrom deep experience.NEUTRONLLC.COM
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WHY?NEUTRONLLC.COM
Becausethe mathematics of collaborationis nothing less thanMAGIC.NEUTRONLLC.COM
DISCIPLINE 3: INNOVATENEUTRONLLC.COM
Execution—not strategy—is where the rubber meets the road.NEUTRONLLC.COM
CREATIVITY IS WHAT GIVES BRANDS THEIR TRACTION IN THE MARKETPLACE.NEUTRONLLC.COM
Why do companies have so much trouble with creativity?Because creativity is right-brained,and strategy is left-brained.NEUTRONLLC.COM
ABCDSTRATEGIC THINKINGNEUTRONLLC.COM
ZVDQCREATIVE THINKINGNEUTRONLLC.COM
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THE REASON THE BEATLES WERE WILDLY SUCCESSFULIS BECAUSE “THEY NEVER DID THE SAME THING ONCE.”NEUTRONLLC.COM
QUESTION:How do you know when an idea is innovative?NEUTRONLLC.COM
ANSWER:NEUTRONLLC.COMWHEN IT SCARES THE HELL OUT OF EVERYBODY.
TOO PREDICTABLENO SURPRISENOTHING NEWNEUTRONLLC.COM NO SURPRISENOTHING NEWNO VALUE
To begin with,the brand needs aNEUTRONLLC.COMstand-out name.
The seven criteria of a stand-out name:1 DISTINCTIVENESS2 BREVITY3 APPROPRIATENESS4 EASY SPELLING AND PRONUNCIATION5 LIKABILITY6 EXTENDABILITYNEUTRONLLC.COM7 PROTECTABILITY
A GREATNEUTRONLLC.COMNAMEdeserves GREATGRAPHICS .
NEWSLOGOS ARE DEAD. LONG LIVE ICONS AND AVATARS!FLASH!NEUTRONLLC.COM
An ICON is a name and visual symbolthat suggests a market position.NEUTRONLLC.COM
EXAMPLE:CBS. The network for “eye-popping” television.NEUTRONLLC.COM
An AVATAR is a brand icon thatcan move, change, and operatefreely in various media.NEUTRONLLC.COM
EXAMPLE:CINGULAR : The “self-expression” cellular service.NEUTRONLLC.COM
For products that sell at retail,the packageNEUTRONLLC.COMis often the best and last chance to make a sale.
The hardest-working packages followa natural reading sequence.THE SHOPPER :NEUTRONLLC.COM1Notices the package2Asks “What is it?”3Wonders “Why should I care?”4Wants to be persuaded5Needs proof
By presenting informationto match this sequence,a package can sell theproduct more effectively.NEUTRONLLC.COM
If you communicate with your customersONLINE , your website needs to followa SIMILAR reading sequence, one thatsupplies users with ONLY the informationthey need, instead of trying to squeezeEVERYTHING onto the home pageLIKE THIS and making your users doALL the work, which will undoubtedlycause them to LEAVE, when all youreally have to do is ask yourself thisSIMPLE QUESTION :NEUTRONLLC.COM
NEUTRONLLC.COMDoes our
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