Post on 02-Jun-2015
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Overview of discussion
• Origins • Brand basics • Who & how • Benefits & risks
03 Overview
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04 Origins
The brand
Originates from Old Norse ‘brandr’ to burn
Bass Brewery Ale becomes the first brand trademarked in 1876
By 1980 there were 10,000 trademarks in the US
By 2013 the number has grown to 300,000
1876 1980 2013
Risk branding
05 Risk & safety catches on
06 Definition
Risk Branding
A business entity’s intentional branding of its operational or go-to-market risk and safety management to engage its employees, customers or other business stakeholders, for the purposes of cultural change (internal), market growth or reputational enhancement (external).
07 Safety and risk branding – do it
right
Good Brilliant Better
08 Effective branding
Gas Safe Register
An example of seamless branding – UK’s
Gas Safe Register
http://www.youtube.com/watch?v=27y9mbPKsX4
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09 Brand basics
Key terms
Brand elements – logo, tagline, catchphrase, trademark
Brand engagement – forming the attachment
Brand experience – it’s what we feel
Brand franchise – reaching critical mass
ZER0HARM TM
indentify risk, manage risk
“A brand is the creation of faith in two groups of people that absolutely cannot be fooled: your employees and your customers”
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Who & how 10
HSE
Determine your target audience,
grow and protect your brand
Who do you want to engage?
What do you want to achieve?
How will you grow your brand?
How will you protect your brand?
11 Creation
Products are made, brands are created
“Every artist is a cannibal, every poet is a thief”
“Bad artists copy. Good artists steal”
“I can’t understand why people are frightened of new ideas. I’m frightened of the old ones”
Bono
Picasso
John Cage
12 Creation
Products are made, brands are created
Where you have an existing brand portfolio, work with those designs or themes and attempt to integrate. Play around with your ideas and get a pro to fine tune your design.
14 Brand diversification
Building a brand portfolio
15 What are the risks?
Lessons learned from BP
Ultimately your brand will only be as good as your systems.