Brand Writing Lesson 2 Research Brand Writing

The Facts About Facts Brand Writing

A collection of perceptions that trigger emotion. Brand Writing

Interbrand’s Top 100 brands

Brand Writing

Fractured

Brand Writing Aligned

Brand Writing Brand Factors

Brand Writing Leadership

Brand Writing

Current state

Brand Writing Result of status quo

Brand Writing Result of status quo Default future

Brand Writing Desired state

Brand Writing New Future

Brand Writing

Brand Factors Customers/Prospects

Brand Writing Brand Gap

Brand Writing Omega Watch Brand Evolution

Brand Writing

EXERCISE Write down as many brands that you can think of that have agreement in all three facets. These brands will be seen as consistent across the board.

LESSON TWO PART TWO Brand Writing

Why research? Brand Writing

Two reasons: Risk mitigation Insight mining Brand Writing

Gap analysis Brand Writing

Questions to answer. Brand Writing

Why was there declining participation in cookie sales?

Areas of Measure Brand Equity Brand Writing

Areas of Measure Brand Equity Consumer Behavior Brand Writing

Areas of Measure Brand Equity Consumer Behavior Competitive Landscape Brand Writing

Areas of Measure Brand Equity Consumer Behavior Competitive Landscape Environmental Factors Brand Writing

Areas of Measure Brand Equity Consumer Behavior Competitive Landscape Environmental Factors Influencers Brand Writing

Areas of Measure Brand Equity Consumer Behavior Competitive Landscape Environmental Factors Influencers Product Features Brand Writing

Areas of Measure Brand Equity Consumer Behavior Competitive Landscape Environmental Factors Influencers Product Features Pricing Strategy Brand Writing

Who are you researching? Sample Brand Writing

You will understand: How to create a relevant and compelling brand. How to see what brands are doing. How to prescribe what a brand needs. How to write better. Brand Writing

Who is this guy? Brand Writing

WRITING EXERCISE What is brand? Spend a few minutes writing your impressions. Brand Writing

Lesson 1 Part 2 Brand Writing

What is brand? Brand Writing

Image Impression How you present yourself How people see you Name of a product Logo Brand Writing

“The intangible sum of a product’s attributes.” —David Ogilvy Brand Writing

A collection of perceptions. Brand Writing

What has a brand? Brand Writing

Who owns the brand? Brand Writing

Internal Stakeholders include Employees and Leaders

Brand Writing

A strong brand moves Like > Love (Automotive) Indifference > Trust (Security) Suspicion > Confidence (Financial) Brand Writing

Retail (Target vs Kmart) Politics (Republicans vs Democrats) Automobiles (Saab vs BMW) Technology (Samsung vs Apple) Entertainment (Movies vs Books) Personal (Lady Gaga vs Adele) Social (Facebook vs Tumbler) Brand Writing

What is brand writing? How is it different than advertising writing or marketing writing? Brand Writing

Lesson 1 Part 3 Brand Writing

What is brand writing? How is it different from advertising writing or marketing writing? Brand Writing

Brand writing vs. Advertising/ Marketing writing Brand Writing

Advertising: The paid, public, non- personal announcement of a persuasive message by an identified sponsor. Marketing: The systematic planning, implementation and control of a mix of business activities intended to bring together buyers and sellers for the mutually advantageous exchange. Brand Writing

Advertising is a single component of the marketing process. Brand Writing

Advertising and marketing live inside of brand. They are expressions of the brand. Brand Writing

Brand ^ Marketing ^ Advertising Brand Writing

Advertising and marketing are tangible and can help to influence brand. Brand is inherently intangible. Brand Writing

One can’t live without the other. Brand Writing

Three-part Assignment Brand Writing

PART ONE: WHO ARE YOU? Tell me a bit about yourself. Include: What do you do/aspire to do? Why did you sign up for this class? What do you want to get out of this class? How can I support you? What are your fears? Part one of the assignment is due by Wednesday, January 28, 5 p.m. Brand Writing

PART ONE: WHO ARE YOU? Tell me a bit about yourself. Include: What do you do/aspire to do? Why did you sign up for this class? What do you want to get out of this class? How can I support you? What are your fears? Part one of the assignment is due by Wednesday, January 28, 5 p.m. Brand Writing

PART TWO: COMPARE TWO BRANDS Select two brands in the same industry and compare them. Your comparison should be: Based it on your perceptions Brands you know Snap judgements (your gut impressions of each brand; have fun with it) Be prepared to talk about your brands during our discussion Brand Writing

PART THREE Pick any company in the spotlight, preferably one that you are familiar with. Review Interbrand’s 2013 top- 100 brands list for ideas ( years/2013). The company you select will be the one you use for homework assignments through the course. years/2013 Brand Writing