2. Brand Writing Lesson 2 Research Brand Writing

3. The Facts About Facts Brand Writing

4. A collection of perceptions that trigger emotion. Brand Writing

5. Interbrand’s Top 100 brands

6. Brand Writing

9. Fractured

10. Brand Writing Aligned

11. Brand Writing Brand Factors

12. Brand Writing Leadership

13. Brand Writing

14. Current state

15. Brand Writing Result of status quo

16. Brand Writing Result of status quo Default future

17. Brand Writing Desired state

18. Brand Writing New Future

19. Brand Writing

20. Brand Factors Customers/Prospects

21. Brand Writing Brand Gap

22. Brand Writing Omega Watch Brand Evolution

23. Brand Writing

25. 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.

26. LESSON TWO PART TWO Brand Writing

27. Why research? Brand Writing

28. Two reasons: Risk mitigation Insight mining Brand Writing

33. Gap analysis Brand Writing

34. Questions to answer. Brand Writing

35. Why was there declining participation in cookie sales?

36. Areas of Measure Brand Equity Brand Writing

37. Areas of Measure Brand Equity Consumer Behavior Brand Writing

38. Areas of Measure Brand Equity Consumer Behavior Competitive Landscape Brand Writing

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

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

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

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

43. Who are you researching? Sample Brand Writing

44. 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

45. Who is this guy? Brand Writing

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

47. Lesson 1 Part 2 Brand Writing

48. What is brand? Brand Writing

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

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

51. A collection of perceptions. Brand Writing

52. What has a brand? Brand Writing

58. Who owns the brand? Brand Writing

59. Internal Stakeholders include Employees and Leaders

60. Brand Writing

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

62. 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

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

64. Lesson 1 Part 3 Brand Writing

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

66. Brand writing vs. Advertising/ Marketing writing Brand Writing

67. 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

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

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

70. Brand ^ Marketing ^ Advertising Brand Writing

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

72. One can’t live without the other. Brand Writing

73. Three-part Assignment Brand Writing

74. 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

75. 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

76. 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

77. 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 (http://www.bestglobalbrands.com/previous- years/2013). The company you select will be the one you use for homework assignments through the course.http://www.bestglobalbrands.com/previous- years/2013 Brand Writing