GSOM 5900: Branding Strategies, Week Two Brand Architecture + Positioning Andrew Zolli, Instructor May 20, 2003

Review From Last Week Brands are ideas based on experiences, and encapsulated visually, sensually, and symbolically. Strong brands drive every part of an organization’s communications, behavior, planning, and experience. Lasting brands are distinctive, meaningful, emotional, irrational, and above all, engaging. Every good brand has a conceptual framework that supports it. (This is what we’re going to talk about today.)

Internal Communications Sales & Marketing Communications E-Business & Web Site Recruitment Efforts Operations Advertising Billing & Customer Service Products Services Brand A strong brand voice is expressed in everything you do and say.

Finding Our Starting Point Small Language vs. Big Ideas Product vs. Service vs. Corporate vs. Startup –Each has a different set of issues and constraints Industry Dynamics There is no single path – this is ART!

“The idea that business is just a numbers affair has always struck me as preposterous. For one thing, I’ve never been particularly good at numbers, but I think I’ve done a reasonable job with feelings. And I’m convinced that it is feelings – and feelings alone – that account for the success of the Virgin brand in all of its myriad forms.” Richard Branson, CEO of Virgin

“You do not merely want to be the best of the best. You want to be considered the only ones who do what you do.” Jerry Garcia

“REAL Branding is personal. REAL Branding is integrity. REAL Branding is consistency & freshness. REAL Branding is the answer to WHO ARE WE? WHY ARE WE HERE? REAL Branding is why I/you/we [all] get out of bed in the morning. REAL Branding can’t be faked. REAL Branding is a systemic, 24/7, all departments, all hands affair. ” Tom Peters, on Authentic Branding

A Typical Approach to Brand-Building Info Gathering ArchitectureIdentityExperienceCultureMaintenance

A Typical Approach to Brand-Building Brand Promise Brand Positioning Brand Personality II.Brand Architecture Cust. Research Strategic Forecasting Organizational Learning/Design I.Information Gathering Logo, Tagline Brand Voice Usage Guidelines III.Brand Identity

A Typical Approach to Brand-Building Internal Branding Training & Gaming Brand Leadership V.Brand Culture Prod & Svc. Design Environment Design Communications Design IV.Brand Experience Brand Analysis Brand Valuation Brand Evolution VI.Brand Maintenance

The Three P’s POSITION PROMISE PERSONALITY

The Three P’s WHERE YOU FIT WHAT YOU DO HOW YOU DO IT