The Brand Gap

I found this very interesting slide show about The Brand Gap by Stephanie Wall (Stephanie.Wall@NewRiders.com)

[slideshare 28886 the-brand-gap-14630]

Those are the slides:
Slide 1: HOW TO BRIDGE THE DISTANCE BETWEEN BUSINESS STRATEGY AND DESIGN

Slide 2: A VISUAL PRESENTATION BY MARTY NEUMEIER

Slide 3: Produced by NEUTRON LLC in partnership with NEW RIDERS PUBLISHING and THE AMERICAN INSTITUTE OF GRAPHIC ARTS Copyright © 2003 Neutron LLC. For educational use only. No part of this presentation may be published, sold, or otherwise used for profit without the written permission of the author.

Slide 4: WHAT YOU’LL LEARN: A modern definition of brand 1 The five disciplines of brand-building 2

Slide 5: READY?

Slide 6: LET’S START BY DISPELLING SOME MYTHS.

Slide 7: FIRST A brand is not a logo.

Slide 9: SECOND A brand is not an identity.

Slide 10: X

Slide 11: FINALLY A brand is not a product.

Slide 13: what exactly So is a brand?

Slide 14: A BRAND IS A PERSON’S GUT FEELING ABOUT A PRODUCT, SERVICE, OR ORGANIZATION.

Slide 15: It’s a PERSON’S gut feeling, because brands are defined by individuals, not companies, markets, or publics. It’s a GUT FEELING because people are emotional, intuitive beings.

Slide 16: In other words…

Slide 17: IT’S NOT WHAT YOU SAY IT IS.

Slide 18: IT’S WHAT THEY SAY IT IS.

Slide 19: WHY IS BRANDING SO HOT? People have too many choices and too little time 1 Most offerings have similar quality and features 2 We tend to base our buying choices on trust 3

Slide 20: THERE ARE 1,349 CAMERAS ON THE MARKET. HOW DO YOU DECIDE WHICH ONE TO BUY?

Slide 21: TRUST

Slide 22: T=r+d TRUST RELIABILITY DELIGHT Trust comes from meeting and beating customer expectations.

Slide 23: $ Does a brand have a dollar value?

Slide 24: AND HOW.

Slide 25: THIS SELECTION FROM INTERBRAND’S TOP 100 LIST SHOWS WHY BRANDS ARE WORTH PROTECTING: 2001 % CHANGE BRAND VALUE BRAND BRAND VALUE BRAND VS. AS % OF NAME ($MM) PREVIOUS YEAR MARKET CAP COCA-COLA 68,945 -5% 61% MICROSOFT 65,068 -7% 17% IBM 52,752 -1% 27% FORD 30,092 -17% 66% MERCEDES 21,728 +3% 48% HONDA 14,638 -4% 33% BMW 13,858 +7% 62% KODAK 10,801 -9% 82% GAP 8,746 -6% 35% NIKE 7,589 -5% 66% PEPSI 6,214 -6% 9% XEROX 6,019 -38% 93% APPLE 5,464 -17% 66% STARBUCKS 1,757 +32% 21%

Slide 26: COKE’S MARKET CAP, INCLUDING BRAND VALUE: $120 BILLION WITHOUT THE BRAND, COKE’S GLASS WOULD BE HALF EMPTY. COKE’S MARKET CAP, NOT INCLUDING BRAND VALUE: $50 BILLION

Slide 27: PREDICTION BRAND WILL BECOME THE MOST POWERFUL STRATEGIC TOOL SINCE THE SPREADSHEET.

Slide 28: PROBLEM In most companies, STRATEGY is separated from CREATIVITY by a wide gap.

Slide 29: On one side of the gap On the other side are are STRATEGIC THINKERS CREATIVE THINKERS ANALYTICAL INTUITIVE LOGICAL EMOTIONAL LINEAR SPATIAL NUMERICAL VISUAL VERBAL PHYSICAL

Slide 30: DOES THE LEFT BRAIN KNOW WHAT THE RIGHT BRAIN IS DOING?

Slide 31: When both sides work together, you can build a charismatic brand.

Slide 32: A CHARISMATIC BRAND is any product, service, or organization for which people believe there’s no substitute.

Slide 33: QUIZ: Which of these brands are charismatic? AMAZON HITACHI OXO GOODGRIPS APPLE HOME DEPOT PEPSI-COLA BURGER KING IKEA PRELL COLDWATER CREEK KMART RCA DASANI KRISPY KREME REEBOK DISNEY LEVI’S RUBBERMAID DK BOOKS LONGS DRUGS SAFEWAY EVEREADY MACY’S SAMSUNG FORD MINI COOPER SEARS GENERAL ELECTRIC NEWSWEEK SOUTHWEST AIRLINES GOOGLE NISSAN UNITED ARTISTS HANES NORDSTROM VIRGIN

Slide 34: QUIZ: Which of these brands are charismatic? AMAZON HITACHI OXO GOODGRIPS APPLE HOME DEPOT PEPSI-COLA BURGER KING IKEA PRELL COLDWATER CREEK KMART RCA DASANI KRISPY KREME REEBOK DISNEY LEVI’S RUBBERMAID DK BOOKS LONGS DRUGS SAFEWAY EVEREADY MACY’S SAMSUNG FORD MINI COOPER SEARS GENERAL ELECTRIC NEWSWEEK SOUTHWEST AIRLINES GOOGLE NISSAN UNITED ARTISTS HANES NORDSTROM VIRGIN

Slide 35: Any brand can be charismatic.

Slide 36: EVEN YOURS.

Slide 37: But first, you have to master the FIVE DISCIPLINES OF BRAND-BUILDING.

Slide 38: DISCIPLINE 1: DIFFERENTIATE

Slide 39: FACT: Our brains act as filters to protect us from too much information.

Slide 40: WE’RE HARDWIRED TO NOTICE ONLY WHAT’S DIFFERENT.

Slide 41: SOLUTION: BE DIFFERENT.

Slide 42: FEATURES BENEFITS EXPERIENCE IDENTIFICATION “What it is” “What it does” “What you feel” “Who you are” 1900 1925 1950 2000 Marketing today is about creating tribes.

Slide 43: People join different tribes for different activities. DRIVING VOLKSWAGEN READING AMAZON COMPUTING DELL SPORTS NIKE COOKING WILLIAMS-SONOMA BANKING CITIBANK TRAVEL ORBITZ

Slide 44: ON SUNDAYS THEY WORSHIP HARLEY, GOD OF THE OPEN ROAD.

Slide 45: The three most important words in differentiating your brand:

Slide 46: FOCUS 1

Slide 47: FOCUS 2

Slide 48: FOCUS 3

Slide 49: IS THIS HOW YOUR CUSTOMERS SEE YOU?

Slide 50: THE FOCUS TEST: Who are you? 1 What do you do? 2 Why does it matter? 3

Slide 51: Unless you have compelling answers to these questions, you need more focus.

Slide 52: The most common reason for loss of focus is ILL-CONSIDERED BRAND EXTENSIONS.

Slide 53: EXAMPLE: FOCUSED PORSHE = SPORTS CARS UNFOCUSED PORSHE = SPORTS CARS + SUVS

Slide 54: are those BAD BRAND EXTENSIONS that chase short-term profits at the expense of long-term brand value. GOOD BRAND EXTENSIONS grow the value of a brand by reinforcing its focus.

Slide 55: EXAMPLE: THE GOOD GRIPS BRAND HAS GROWN STRONGER WITH EVERY BRAND EXTENSION.

Slide 56: DISCIPLINE 2: COLLABORATE

Slide 57: LIKE BUILDING A CATHEDRAL, BUILDING A BRAND IS A COLLABORATIVE PROJECT.

Slide 58: It takes a village to build a brand.

Slide 59: THERE ARE THREE BASIC MODELS FOR ORGANIZING BRAND COLLABORATION:

Slide 60: The ONE-STOP SHOP contains the resources C R E AT I V E SERVICES A DV E RT I S I N G to develop and DIRECT RESPONSE steward the brand. RESEARCH POP D I S P L AY S EXHIBITS PUBLIC IDENTITY SUPPLIERS R E L AT I O N S PRODUCT EVENTS DESIGN PROMOTIONS P U B L I C AT I O N S BRAND ST R AT E G Y WEB DESIGN NAMING PA C K A G I N G ANNUAL REPORTS C O M PA N Y

Slide 61: ONE-STOP SHOP SCORECARD Easy to manage Little choice of teams Promise of consistency Little ownership of brand

Slide 62: The BRAND AGENCY POP D I S P L AY S hires best-of-breed C R E AT I V E SERVICES firms to help develop IDENTITY RESEARCH DIRECT and steward the brand. RESPONSE A DV E RT I S I N G ANNUAL REPORTS SUPPLIERS EVENTS BRAND AGENCY PROMOTIONS NAMING BRAND S T R AT E G Y PA C K A G I N G P U B L I C AT I O N S PRODUCT WEB DESIGN DESIGN PUBLIC R E L AT I O N S EXHIBITS C O M PA N Y

Slide 63: BRAND AGENCY SCORECARD Choice of teams Little ownership of brand Promise of consistency

Slide 64: The INTEGRATED MARKETING TEAM is managed internally with open collaboration among C R E AT I V E A DV E RT I S I N G S E RV I C E S best-of-breed specialists. RESEARCH DIRECT RESPONSE ANNUAL IDENTITY REPORTS EVENTS POP D I S P L AY S EXHIBITS C O M PA N Y SUPPLIERS PUBLIC R E L AT I O N S PROMOTIONS WEB DESIGN PA C K A G I N G BRAND P U B L I C AT I O N S S T R AT E G Y PRODUCT NAMING DESIGN

Slide 65: INTEGRATED MARKETING TEAM SCORECARD Choice of teams Difficult to manage Promise of consistency Ownership of brand

Slide 66: IN REALITY, COLLABORATIVE NETWORKS AREN’T THAT SIMPLE.

Slide 67: and that’s OK.

Slide 68: Collaborative networks are not new.

Slide 69: A successful model has existed for years.

Slide 71: Like building a cathedral, making a movie takes hundreds of collaborators.

Slide 72: JOEL DARTMOUTH Smoocher Boy KELLY MARIN Agent Sims TREVOR CARMICHAEL Agent Townsend JOHN T. LANDON Agent Kruzic SHARON BONDLY Dijon PAUL DERAIN Jean-Michel JACQUES SOUVERAIN Keynes MICHAEL BRAND Corelli STEVEN GOLDSTEIN Johnston TRENT LOCKART Billie JACKSON BARNES Guards JOSEPH AKIO TERENCE BRADLEY MO DERENI ROBERT UNDERHILL KEN SILVER Librarian HILARY PROPRIATO Field Officer MICHAEL O. KELL Bus Driver HECTOR ABONDAS Night Guard NORMAN BRIER Meter Maid STACY BRECKSTEIN First Detective JOE KALEY Second Detective BRIAN BELSEN Beat Cop ABRAHAM LENDER Parking Cop T. T. MCBRIDE Helicopter Pilot VAN DERICKE First Old Man JOHN R. CARLSON Second Old Man VICTOR AMOS Tax Collector SEAN O’ KENNA Stunt Coordinator JEFFREY ROCKEN Assistant Stunt Coordinator DARREL TOM Stunt DoublesCarlos GEOFF WRIGHT MARK CONTADINA Mariana SUE SKENNIAN Ajax CHARLIE MARQUETTE Sgt. Santos VICTOR BANERAS Carter F. C. CAMERON Smoocher Boy TELLIE PANOPOULIS Agent Sims MARTIN AIRES Agent Townsend STEFAN C. KAISER Dijon BILL MOORE Stunts STEVE ADRIAN BENJAMIN BARKELEY TONY BEAUJOLAIS BOB CARTER GORDON COLERIDGE IVAN DEVERSON MICKEY DISANTIS JILLIAN DRUCKER JOE EVANS MIKE FLANAGAN BILL GEORGE JULIA HARRISON GEOFF IPSWICH MICHAEL KANTER KENNETH KITTRIDGE BARRIE LAWRENCE TERRY LEVINSON TED MARSTEN JACKIE MACDOUGAL GREG NEVILSON BOB OSBORNE JAMES PETRICKE PETE POLSON RAY TELSON MARY STAUFFACHER FREDDIE STEEN CAB UPTON CORNELIA THERRIEN JEREMY TRICKETT PETER YOUNG RAUL VALERIA RONALD DEAVER-WEBB ROBERT G. RUNYAN Hong Kong Kung Fu Team CHEN Dragon SEN YUAN Tiger CHU

Slide 73: Manners and Modes Supervisor FRANCIE MAS Storyboard Artists CAREN THOMASON MIGUEL TRASERO FRANCES CHU PEDRO BOGANILLO Art Department Researcher NUALA CORIAN Art Department Coordinator TRACY COLLISTON Conceptual Designer SERGIO MOLO Graphics BENJAMIN HIRASUNA Illustrator STEPHANIE RAND Set Designers GERI DEMONDE STELLAN GRETZKE MADELINE BARR LANCE DUNSTABLE MARCO DIPAOLO DEN MCENERY Set Decorators LISA BARHAM DRU LEE MANNING CARRIE DUNE Script Supervisor MARIE BELLEAU Camera Operator PAUL POLITO Steadycam Operator ROCK HANDLER 1st Assistant Camera GORDON ALBRIGHT 2nd Assistant Camera CRIS MORTEN Still Photographer BARRIE M. HORST Sound Recordist JACOB TREIB Boom Operators HORACE STEIN THOM CARRABINE Video Operator ART KELLEHER LUCIANO PROPRIO Props DAVID BELL Property Master ZUZU MANHEIM KAREN CAROLUS J. D. WHEATLY Action Vehicle Coordinators WILLIAM TREVANT Gaffer STU JEFFERSON Best Boy JOSH KNIPPLE Rigged Gaffers COLIN FARRINGDON PETER STANISLOV KIT GOINES BENNIE JAMESON RICK DEMIS STANLEY FREY G. G. NEWMAN Key Grip DAVID WEINBERG Head Grip RICKY MONROE Dolly Grips WILLI STRASBURG STAN BENTON CHARLES CRIVORN NORM LOFGREN VIC DOLAN GIORGIO VIVATO Rigging Grip TEL STEPHENOPOLIS Make-up Artists TRINI GONZALEZ MARCI STEIN BELINDA MCNAIR CARI DUNN MICHELLE TONAS ROBERTO BELLINI

Slide 74: TIM CURRIE Dig Composite Supv DONALD VERES Digital Compositors DAVID HUSSEIN BRIDGET QUESTED FRANCESCA ROTI Background Artists GREG STONE CGI Lead Animators WILL SUTTON INGE JOHANSSON CGI Animators DREW CRAIN URSULA BIERSCH VISUAL LOGIC, LLC JARED BAGMAN VFX Supervisor Programmer KAROL CONST System Admin RANDY HARDWICK Production Admin MAL GERICKE Production Aide CASS MONAHAN PATRICE ARNEM Producer Scene Graphics PEDRO CARILLO CGI Artist Coord SANDY PRIESTLY CGI Artists JOHN LANGORF BRENDA CALE CGI Designer MARK THOMAS KYLE M. SULLIVAN Compositors PATRICK MAHONEY STAV PROMIDES MARGRIET BILL TANIA SHAUB BENNET JURIAN I/O Supervisor CHUCK TRALIK PENNY GARCIA Assorted Visual Effects GRAYSON TRUE Color Toner SLIM DELGADO Negative Cutter BATOUTAHELL, INC Titles Designed by PACIFIC DREAMS, LLC Opticals by ARTISTIC RECORDS, INC. Soundtrack Album on Microscopic Cinematography by JAY FLAMMER `The Producers Wish to Thank the Following NASA CITY OF NEW YORK THE MARITIME CENTER OF SYDNEY LOS ANGELES POLICE THE CITY OF BEND, OREGON SULTAN OF BRUNEI Filmed on Location in CAPE KENNEDY NEW YORK CITY SYDNEY, AUSTRALIA LOS ANGELES, CALIFORNIA BEND, OREGON Filmed with OMNIVISON Cameras and Lenses Color by COLORLAB, INC. Prints by VISTACHROME

Slide 75: IN THE 1990s, CREATIVE COLLABORATION SPREAD TO BRAND-BUILDING.

Slide 76: EXAMPLE: The Netscape brand was built on the Hollywood model.

Slide 79: WHY?

Slide 80: Because the mathematics of collaboration is nothing less than MAGIC.

Slide 81: DISCIPLINE 3: INNOVATE

Slide 82: Execution— not strategy—is where the rubber meets the road.

Slide 83: CREATIVITY IS WHAT GIVES BRANDS THEIR TRACTION IN THE MARKETPLACE.

Slide 84: Why do companies have so much trouble with creativity? Because creativity is right-brained, and strategy is left-brained.

Slide 85: Z V D Q CREATIVE THINKING

Slide 86: A B C D STRATEGIC THINKING

Slide 87: MANTRA FOR INNOVATORS: Zig when others zag.

Slide 88: THE REASON THE BEATLES WERE WILDLY SUCCESSFUL IS BECAUSE “THEY NEVER DID THE SAME THING ONCE.”

Slide 89: QUESTION: How do you know when an idea is innovative?

Slide 90: ANSWER: WHEN IT SCARES THE HELL OUT OF EVERYBODY.

Slide 91: To begin with, stand-out name. the brand needs a

Slide 92: The seven criteria of a stand-out name: 1 DISTINCTIVENESS 2 BREVITY 3 APPROPRIATENESS 4 EASY SPELLING AND PRONUNCIATION 5 LIKABILITY 6 EXTENDABILITY 7 PROTECTABILITY

Slide 93: A GREAT deserves GREAT NAME GRAPHICS.

Slide 94: EWS LOGOS ARE DEAD. LONG LIVE ICONS AND AVATARS! FLASH!

Slide 95: An ICON is a name and visual symbol that suggests a market position.

Slide 96: EXAMPLE: CBS. The network for “eye-popping” television.

Slide 97: An AVATAR is a brand icon that can move, change, and operate freely in various media.

Slide 98: EXAMPLE: CINGULAR: The “self-expression” cellular service.

Slide 99: For products that sell at retail, the package is often the best and last chance to make a sale.

Slide 100: The hardest-working packages follow a natural reading sequence. THE SHOPPER: Notices the package 1 Asks “What is it?” 2 Wonders “Why should I care?” 3 Wants to be persuaded 4 Needs proof 5

Slide 101: By presenting information to match this sequence, a package can sell the product more effectively.

Slide 102: If you communicate with your customers ONLINE, your website needs to follow a SIMILAR reading sequence, one that supplies users with ONLY the information they need, instead of trying to squeeze EVERYTHING onto the home page LIKE THIS and making your users do ALL the work, which will undoubtedly cause them to LEAVE, when all you really have to do is ask yourself this SIMPLE QUESTION:

Slide 103: Does our website look at in this dress?

Slide 104: Too many websites are bloated with irrelevant information.

Slide 105: WHY?

Slide 106: 1 TURFISMO (Every department wants to be on the home page)

Slide 107: 2 FEATURITIS (Inexperienced communicators believe more is better)

Slide 108: 3 TECHNOPHOBIA (Experienced communicators resist new media)

Slide 109: QUIZ: Which of these sites looks easier to use?

Slide 112: DISCIPLINE 4: VALIDATE

Slide 113: means bringing the VALIDATION audience into the creative process.

Slide 114: SENDER MESSAGE RECEIVER SENDER MESSAGE RECEIVER THE OLD COMMUNICATION MODEL WAS A MONOLOGUE.

Slide 115: SENDER MESSAGE RECEIVER SENDER MESSAGE RECEIVER THE NEW COMMUNICATION MODEL IS A DIALOGUE.

Slide 116: QUESTION: How can you test your most creative ideas BEFORE they get to market?

Slide 117: HINT: Not with large quantitative studies or focus groups.

Slide 118: QUANTITATIVE STUDIES BURY THE PROBLEM IN HEAPS OF UNHELPFUL DATA.

Slide 119: FOCUS GROUPS WERE INVENTED TO FOCUS THE RESEARCH, NOT BE THE RESEARCH.

Slide 120: THE BEST TESTS ARE CHEAP, QUICK, DIRTY. AND

Slide 121: Better a rough answer to the right question than a detailed answer to the wrong question.

Slide 122: CHEAP-QUICK-DIRTY TEST 1: The SWAP TEST is a proof for trademarks.

Slide 123: If the names and graphics of two trademarks are better when swapped, then neither is optimal.

Slide 124: EXISTING TRADEMARKS

Slide 125: WITH NAMES SWAPPED

Slide 126: CHEAP-QUICK-DIRTY TEST 2: The HAND TEST is a proof for a distinctive voice.

Slide 127: If you can’t tell who’s talking when the trademark is covered, then the brand’s voice is not distinctive.

Slide 129: CHEAP-QUICK-DIRTY TEST 3: The FIELD TEST is a proof for any concept that can be prototyped.

Slide 130: If your audience can’t verbalize your concept, you’ve failed to communicate it.

Slide 131: SHOPPERS CHARACTERIZED THE PACKAGE CONCEPT ON THE MIDDLE-RIGHT SHELF AS “A FASTER PENCIL.” BINGO.

Slide 132: Field tests measure five things: 1 DISTINCTIVENESS 2 RELEVANCE 3 MEMORABILITY 4 EXTENDABILITY 5 DEPTH OF MEANING

Slide 133: TESTING MIGHT HAVE SAVED SOME OF THESE COMPANIES FROM THE GREAT SWOOSH EPIDEMIC.

Slide 134: HAS THE GLOBE BECOME THE NEW SWOOSH?

Slide 135: DISCIPLINE 5: CULTIVATE

Slide 136: Business is a process, not an entity.

Slide 137: A living brand is a pattern of behavior, not a stylistic veneer.

Slide 138: Brands are like people.

Slide 139: C. D. E. IF PEOPLE CAN CHANGE THEIR CLOTHES WITHOUT CHANGING THEIR CHARACTERS…

Slide 140: WHY CAN’T BRANDS?

Slide 141: OLD PARADIGM: Control the LOOK AND FEEL of a brand.

Slide 142: NEW PARADIGM: Influence the CHARACTER of a brand.

Slide 143: IF A BRAND LOOKS LIKE A DUCK AND SWIMS LIKE A DOG, PEOPLE WILL DISTRUST IT.

Slide 144: So let’s say you’ve DIFFERENTIATED, COLLABORATED, INNOVATED, AND VALIDATED.

Slide 145: + YOU’VE ADDED THE LEFT BRAIN TO THE RIGHT BRAIN.

Slide 146: You’ve zigged when the competition has zagged.

Slide 147: ++ YOU’VE USED TESTING TO BANISH THE FEAR OF STUPID.

Slide 148: Your brand is now NUMBER ONE in it’s category.

Slide 149: What’s your next move?

Slide 150: PASS OUT THE COMPASSES.

Slide 151: What’s a compass?

Slide 152: A continuing brand education program.

Slide 153: BRAND ORIENTATION BRAND SEMINARS POSITIONING WORKSHOPS BRAND AUDITS STATEGY SUMMITS CREATIVE COUNCILS QUARTERLY CRITIQUES GROUP BRAINSTORMING TEAMWORK TRAINING INNOVATION CLINICS DESIGN AUDITS BRAND MANUALS BRAND PUBLICATIONS

Slide 154: The more DISTRIBUTED a brand becomes, the stronger its management needs to be.

Slide 155: What your company needs is a CBO, or CHIEF BRANDING OFFICER.

Slide 156: THE CBO FORMS A HUMAN BRIDGE BETWEEN LOGIC AND MAGIC, STRATEGY AND DESIGN.

Slide 157: D I F F E R E N T I AT I O N C U LT I V AT I O N C O L L A B O R AT I O N V A L I D AT I O N I N N O V AT I O N BY MASTERING THE FIVE DISCIPLINES OF BRANDING, THE COMPANY CREATES A VIRTUOUS CIRCLE.

Slide 158: WITH EVERY TURN AROUND THE CIRCLE, THE VALUE OF THE BRAND SPIRALS HIGHER.

Slide 159: YOU BUILD

Slide 160: A sustainable competitive advantage.

Slide 161: ABOUT THE AUTHOR Marty Neumeier is president of a San Francisco-based brand consultancy, Neutron LLC. Neutron supplies the “glue” that holds brands together: brand education programs, seminars, workshops, creative audits, process planning, and more. Visit www.neutronllc.com.

Slide 162: Need books for your branding team? Bulk discounts on the THE BRAND GAP are available for educational and corporate groups. Contact STEPHANIE.WALL@NEWRIDERS.COM.