Brand As A Category Not A Product
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Transcript of Brand As A Category Not A Product
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© Synapse world2009
Making Brand a Category
Not a Product
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© Synapse world2009
What is a Brand?
A Brand is beyond the Name & Logo, but it is something that reflect the company, both Visually and Verbally.
It is what connects between the buyer and the seller.
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© Synapse world2009
The rise and fall of Razr
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Razr has lost his Buzz
• Motorola falls on weak sales
• Motorola to slash 6, 500 jobs
Why?
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© Synapse world2009
2004: The first ultra thin phone
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Motorola was HOT
• 2005 net profits:
$4.6 Billion
• Previous 10 years:
$1.3 Billion Total
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A Product, not a Brand
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Motorola also introduced:
• Razr – Razor • Krzr – Krazor• Slvr – Silver• Pebl – Pebol – shape of a rock.• Rokr – Rocker – Music Player (Rock & Roll)
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Lets tie them all together:
Moto :– Moto-rola
Welcome screen: Hello Moto!
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MotoRazr -
MotoKrzr -
MotoSlvr -
MotoRokr -MotoPebl -
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MotoSlim
New Products:
MotoMing -
Motorola Q -
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Moto-Confusion
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Startec good Brand
Motorola was a problem
The first Claimshell Phone.
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General Motors
• Chevrolet
• Cadillac
• Buick
• GMC
Although in Europe: Opel/Vauxhall – which is 35% Production
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Integrated Corporate Services LimitedA.K.A
ICS Limited
ICS Brands:
•Staff Management
•Resourcing
•Fleet management
•ICS Training
☺☺☺☻ Where is Talent Management?
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© Synapse world2009
What does ICS Training mean to you?
•ICS is a Company Name not a Brand
How can Training sell?
•Maybe use the Original Brand Name First, then use marketing
Why marketing?
Marketing is not about markets; marketing is about MINDS.
The MIND comes first, market follows where the mind leads.
The MIND doesn’t think markets. The mind thinks Categories.
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What is ICS doing?
•Divergence?
•Convergence?
•Staff Management
•Resourcing
•Fleet management
•ICS Training
☺☺☺☻
Diverge Well
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What is convergence?
• coming together: a coming together from different directions, especially a uniting or merging of groups or tendencies that were originally very different.
•Staff Management
•Resourcing
•Fleet Management
•Talent Management
Converging
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© Synapse world2009
For company’s to grow they must be Brand focus, not Product focus
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Thank you