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- Herausgeber: John Wiley & Sons
- Kategorie: Fachliteratur
- Sprache: Englisch
Praise for 60-Minute Brand Strategist "A fresh take on the wisdom of putting brand strategy at theheart of corporate strategy. Brilliant insights for a fast-movingworld." --Angela Ahrendts, CEO, Burberry "Idris Mootee paints a sharp, comprehensive, and finelyarticulated analysis of the potential of meaningful brands in the21st century's cultural scenario and business landscape. The resultis a smart manual that reminds you and your company how to buildrelevant, authentic, sustainable, and successful brands in anevolving society." --Mauro Porcini, Chief Design Officer, PepsiCo Inc. "Idris's book teaches us how to engage today's increasinglycynical consumers on a deeper emotional level to build real equityand leadership. He demonstrates how to break out of the box andconnect business strategy to brand strategy, and how the rightbrand story never really ends!" --Blair Christie, SVP and CMO, Cisco Systems, Inc. "It's rare to find a book that's both inspiring and practicalbut Idris nailed it! He has crafted the ultimate guide to brandbuilding in the connected world with visual clarity andthought-provoking strategy." --Eric Ryan, cofounder, Method Products, Inc. This book is about one thing only: branding. Period. In thiseconomy ruled by ideas, the only sustainable form of leadership isbrand leadership. 60-Minute Brand Strategist offers a fast-paced,field-tested view of how branding decisions happen in the contextof business strategy, not just in marketing communications. With acombi-nation of perspectives from business strategy, customerexperience, and even anthropology, this new and updated editionoutlines the challenges traditional branding faces in ahyper-connected world. This essential handbook of brand marketingoffers an encyclopedia of do's and don'ts, including new casestudies of how these concepts are being used by the world's mostsuccessful and valuable brands. 60-Minute Brand Strategistis your battle plan, filled with powerful branding tools andtechniques to win your customers' hearts and defeat thecompetition.
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Seitenzahl: 116
Veröffentlichungsjahr: 2013
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Contents
Introduction
Chapter 01: All About Brands
A Brand Is Not . . .
A Brand Is . . .
Brand Taxonomies
Why Brands Are in Trouble?
What Is a Brand?
Brand Extensions
Brand Equity Enhancement (or Dilution) Index
Chapter 02: Branding in a Postmodern Culture
Branding Gets Metaphysical
Chapter 03: Strategic Perspectives of Branding
Decision Map for Brand Choices
Decision Map for Brand Leveraging
“Stand for something or you’ll fall for anything!”
The Involvement Grid
Brand Customer Interactions and Relationships Matrix
Chapter 04: Managing Brand Value
Start with Brand Strategy or Business Strategy?
Brand Awareness Is Not the Same as Brand Differentiation
Individual Products
Integrated Markets
Chapter 05: Brand Leadership
Case Study: Branded House versus House of Brands
Chapter 06: Luxury Brand Marketing
Old Luxury
New Luxury
We become consumers of illusions
Chapter 07: Strategic Branding Process
Chapter 08: Strategic Branding Assessment
Chapter 09: Strategic Brand Audit
Glossary
About the Author
Index
“Idris has managed to condense years of intense brand thinking, innovation, and practice into this highly digestible and eye-opening book. A pleasure to absorb both visually and intellectually, the 60-Min Brand Strategist is a boon to anyone in contact with the brand levers.”
—Dane Solomon, SVP, Executive Creative Director, Williams-Sonoma, Inc.
“Cohesive brand strategies are at the heart of every great company. Idris has this amazing ability to articulate how to get every facet working together, which is critical in today’s ever changing world.”
—Justin Cooke, CMO, TOPSHOP
“Idris’s insight, compiled in the 60-Minute Brand Strategist, is a terrific primer that can be used to unlock the “who am I” question and serves as an excellent resource for anybody interested in the intersection of brand marketing and business strategy.”
—Ian Yolles, CMO, Recyclebank
“. . . it presents a lot of punchy, inter-connected ides that will put you thinking on marketing and brands. Although it covers the familiar topics, it often does so in original ways . . .”
The Globe and Mail
“Customers must recognize that you stand for something.”
—Howard Schultz, Starbucks
Copyright © 2013 by Idris Mootee. All rights reserved.
Design: Sali Tabacchi Inc.
Published by John Wiley & Sons, Inc., Hoboken, New Jersey.
Published simultaneously in Canada.
No part of this publication may be reproduced, stored in a retrieval system, or transmitted in any form or by any means, electronic, mechanical, photocopying, recording, scanning, or otherwise, except as permitted under Section 107 or 108 of the 1976 United States Copyright Act, without either the prior written permission of the Publisher, or authorization through payment of the appropriate per-copy fee to the Copyright Clearance Center, 222 Rosewood Drive, Danvers, MA 01923, (978) 750-8400, fax (978) 646-8600, or on the web at www.copyright.com. Requests to the Publisher for permission should be addressed to the Permissions Department, John Wiley & Sons, Inc., 111 River Street, Hoboken, NJ 07030, (201) 748-6011, fax (201) 748-6008, or online at www.wiley.com/go/permissions.
Limit of Liability/Disclaimer of Warranty: While the publisher and author have used their best efforts in preparing this book, they make no representations or warranties with respect to the accuracy or completeness of the contents of this book and specifically disclaim any implied warranties of merchantability or fitness for a particular purpose. No warranty may be created or extended by sales representatives or written sales materials. The advice and strategies contained herein may not be suitable for your situation. You should consult with a professional where appropriate. Neither the publisher nor the author shall be liable for damages arising herefrom.
For general information about our other products and services, please contact our Customer Care Department within the United States at (800) 762-2974, outside the United States at (317) 572-3993 or fax (317) 572-4002.
Wiley publishes in a variety of print and electronic formats and by print-on-demand. Some material included with standard print versions of this book may not be included in e-books or in print-on-demand. If this book refers to media such as a CD or DVD that is not included in the version you purchased, you may download this material at http://booksupport.wiley.com. For more information about Wiley products, visit www.wiley.com.
Library of Congress Cataloging-in-Publication Data:
Mootee, Idris, 1958-
60-minute brand strategist: the essential brand book for marketing professionals / Idris Mootee.
pages cm
Includes index.
ISBN 978-1-118-62516-3 (cloth); ISBN 978-1-118-65982-3 (ebk);
ISBN 978-1-118-65996-0 (ebk); ISBN 978-1-118-65986-1 (ebk)
1. Branding (Marketing) I. Title. II. Title: Sixty-minute brand strategist.
HF5415.1255.M676 2013
658.8’27—dc23
2013005318
Introduction
This book is a creative compilation of thoughts, processes, frameworks, and visuals taken from my Advanced Branding Master Class, running for more than 10 years in more than 20 countries. This book is for those who haven’t yet had the opportunity to attend my seminars. Everyone is busy, with little time to read, so this book is a 60-minute read that could be finished on a flight from New York City to Chicago, or from London to Paris.
Brand is unarguably the most powerful business tool ever invented, after costing and pricing. There are a lot of myths about brand and brand strategy, including the right way to grow the financial and strategic value of a brand and the notion that brand strategy should always align with business strategy. People often place too much value in the power of a logo or a name, but rarely enough on their brand strategy. Many also assume that the brand strategy of larger companies is always robust, and only affordable because of their size. This is far from the truth; every successful business, large or small, global or local, must have a brand strategy and it needn’t be complicated.
Many assume a brand’s opportunity is only within its product/service category and often forget that the biggest opportunity for growth may exist outside or adjacent to the current definition of the market. All brands should be fighting two wars at the same time—growing existing market share within a defined product category and inventing a new one. The reality is most established product categories brand market shares change very little despite big increases in media spending. So the question is, how can a brand generate growth and create economic value?
For a brand to grow, it requires stepping back from the current situation to develop a systemic way of looking at it from a different viewpoint, then aligning that with business strategy and the competitive context—a robust brand strategy. How can that be used to change the game to your brand’s advantage? By bringing empathy into the process, understanding the brand’s core and its role in the context of business strategy, and discovering how to change the way customers/channel partners think about the category, not by fighting for incremental share gain within the category.
This little book can help any company succeed by using the brand to inspire and inform a game-changing strategy. Your investment into this book is well worth 60 minutes.
Chapter 01
All About Brands
“IN TECHNOCRATIC AND COLORLESS TIMES, BRANDS BRING WARMTH, FAMILIARITY AND TRUST.”
—PETER BRABECK, NESTLÉ
What Is a Brand?
In a world where brands rule, products are no longer bundles of functional characteristics but rather a means to provide and enhance customer experiences. Thanks to the Internet and wireless technologies, information is so abundant that consumers are overloaded. They have more information than they can digest, use, need, or even want.
Product proliferation creates so many choices that it diminishes our ability to differentiate or choose what we truly value. Brands help us choose. They are invaluable tools that help us break through clutter to make choices based on our experience of and satisfaction with products or services.
“There will be a time using a logo will be the worst thing in the world.”
—Bill Bernbach, Founder DDB
We’re a long long way from that day. The truth is that people like brands. They not only simplify choices and guarantee quality, but they also add fun and interest, provide aspirations and dreams. Some people love them like children, which might explain why I personally know of a 4-year-old boy named Nike, an 8-year-old boy named Ferrari, and a 12-year-old girl named Hermès.
A Brand Is Not . . .
A Trademark
(These are legal properties.)
A Mission Statement
(This is a reminder.)
A Logo or Slogan
(These are your signatures.)
A Product or Service
(These are just the tangibles.)
An Advertisement
(These deliver your messages.)
A Brand Is . . .
A Point of View
Branding is a strategic point of view, not a select set of marketing activities.
A Customer Value
Branding is central to creating customer value, not just sound bites and images.
A Competitive Advantage
Branding is a key tool for creating and sustaining competitive advantages.
Engineered
Brand strategies must be “engineered” into the strategic planning process.
Alive
Brands get their identity from meanings. Products and services are the blood of a brand. Your organizational culture and standards for action are the heartbeat.
Logic and Emotion
Branding is part science and part art.
Brands have almost become ideologies.
“The art of marketing is the art of brand building. If you are not a brand, you are a commodity. Then price is everything and the low-cost producer is the only winner.”
—Philip Kotler, Kellogg
A Brand Is Not . . .
“A brand is the ‘personification of a product, service, or even entire company.’
Like any person, a brand has a physical ‘body’: in P&G’s case, the products and/or services it provides. Also, like a person, a brand has a name, a personality, character and a reputation.
Like a person, you can respect, like and even love a brand. You can think of it as a deep personal friend, or merely an acquaintance. You can view it as dependable or undependable; principled or opportunistic; caring or capricious. Just as you like to be around certain people and not others, so also do you like to be with certain brands and not others.
Also, like a person, a brand must mature and change its product over time. But its character, and core beliefs shouldn’t change. Neither should its fundamental personality and outlook on life.
People have character . . . so do brands. A person’s character flows from his/her integrity: the ability to deliver under pressure, the willingness to do what is right rather than what is expedient. You judge a person’s character by his/her past performance and the way he/she thinks and acts in both good times, and especially bad.
The same are true of brands.”
—Robert Blanchard, former P&G executive
Brand Purpose
In today’s hyper-competitive and über-connected world, it is necessary for brands to have a clear purpose and meaning for consumers. An authentic brand comes from within. It is the exposure of what a company really is. A few interactions with the company will quickly reveal if their marketing and branding is simply saying what they think will appeal rather than what they think and believe. Brands run into problems with social media when there is a lapse between what consumers expect, how the company behaves, and what they promise.
“Be yourself; everyone else is already taken.”
—Oscar Wilde, Author & Playwright
“True cultural connection is the Holy Grail for brands if they want to create an enduring emotional relationship with people.”
—Adam Chmielowski
“Your vision will become clear only when you look into your heart . . . Who looks outside, dreams. Who looks inside, awakens.”
—Carl Jung
01 What is the deep need that we satisfy? What is our raison d’être?
02 What is our core competence? What are we really good at?
The Customer Satisfaction Treadmill
Daniel Kahneman of Princeton describes the Customer Satisfaction Treadmill. The more we make, the more we spend, the more we want. The faster we get it, the faster we want it. The more convenient it becomes, the more we realize how convenient it could be. The more our unreasonable demands are met, the more unreasonable they become.
Brand Taxonomies
Brand Meaning
In a world predisposed to sameness, there are few things in life more satisfying than building brands that disrupt predisposition. Brands move market share. Brands move advertising-award judges. Brands move culture. Some do all of these.
Brand has meaning in people’s minds that exists beyond functionality. Part art, part science, brand is the difference between a bottle of soda and a bottle of Coke, a computer and an iMac, a cup of coffee and a cup of Starbucks, a car and a Mercedes, a designer’s handbag and a Hermès Birkin. Brand is the intangible yet visceral impact of a person’s subjective experience with the product, the personal memories and cultural associations that orbit around it. Brands are also about messages—strong, exciting, distinct, authentic messages that tell people who you are, what you think, and why you do what you do.
Too Much Advertising with Too Little Meaning?
The Most Common Issues with Branding
Why Brands Are in Trouble?
What Is a Brand?
Don’t make the mistake of letting brand image take over and become brand identity. It’s only part of the equation, not the answer.
What Is a Brand?
A brand is an intangible asset that resides in people’s hearts and minds. It’s defined by the expectations people have about tangible and intangible benefits that they develop over time through communications and, more important, actions! To build a successful brand you must do the following four things:
The tangible aspect of your brand is a promise. What do you do best? What’s the payoff? What can your consumer count on? This promise becomes an intrinsic part of your marketing message. In order for you to own it, you must communicate strategically and creatively across a broad media mix. Both your internal and external audiences must be true believers of your promise. The only way to make them truly believe is to be true about your promise.
