How to build a brand these days
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Transcript of How to build a brand these days
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How to build an IFA brand
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How to build an IFA brand
OK. It’s not really a question of how to build an IFA brand
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How to build an IFA brand
But any brand
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How to build an IFA brand
So...
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How to build an IFA brand
...let’s think about it this way.
So...
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And let’s start with Wally Olins
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And let’s start with Wally Olins
In my opinion,Wally Olins is the
Godfather of brands...
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And let’s start with Wally Olins
And an exquisite communicator of ideas
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And let’s start with Wally Olins
I’ll share his boiled-down brand model with you in
a moment
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But first let’s make sure you’re clear about the difference between...
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Brand
But first let’s make sure you’re clear about the difference between...
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Branding...and
But first let’s make sure you’re clear about the difference between...
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Branding enables people tounderstand how to navigate your products, services and organisation...
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Whereas your brand is a consequence of how you go about doing it.
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Wally Olins reduces the elements of a brand down to a very simple model.
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What’s the big idea behind your business’s products and services?
Core idea
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What’s the big idea behind your business’s products and services?
Core idea but from your stakeholders’
point of view and not yours?
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Product
Core idea
How’s the big idea expressed in the
products or services that your business
offers to the outside world?
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EnvironmentCore idea
And how doyou enable the
outside world to engage with you?
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EnvironmentCore idea
And how doyou enable the
outside world to engage with you?
For instance via a shop, the web or
face-to-face consultation?
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Communication
Core idea
And how are stakeholders able to
interact with your business?
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Behaviour Core idea
Finally, how doyou – and the people
working with you – help express the big idea?
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Product
EnvironmentBehaviour
Communication
Core idea
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That’s the triedand tested theory that
addresses the issue of...
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How to build an IFA brand
That’s the triedand tested theory that
addresses the issue of...
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How to build an IFA brand
But thanks to the consequences of innovation
in technology...
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How to build an IFA brand
And its effect on peoples’ expectations of how they consume
products and services.
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How to build an IFA brand
It’s probably more appropriateto address this issue instead...
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How to build an IFA brand
these days
It’s probably more appropriateto address this issue instead...
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Product
EnvironmentBehaviour
Communication
Core idea
Because this model is subtly changing...
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Product
EnvironmentBehaviour
Communication
Core idea
In two reallyinteresting ways
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Product
EnvironmentBehaviour
Communication
Core idea
In two reallyinteresting ways
Here
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Service design
EnvironmentBehaviour
Communication
Core idea
In two reallyinteresting ways
Here
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Service design
EnvironmentBehaviour
Communication
Core idea
In two reallyinteresting ways
And here
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Service design
EnvironmentBehaviour
Conversation
Core idea
In two reallyinteresting ways
And here
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Product
EnvironmentBehaviour
Communication
Core idea
Service design
Conversation
In two reallyinteresting ways
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Product
Core idea
Service design How you enable interaction with
consumers of your business’s products
and services determines its
usefulness
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Communication
Core idea
Conversation
And its usefulness makes what you offer more interesting for consumers to share with other people
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But why’s this happening?
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Because the mass media model of communication is disintegrating
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Brands no longer ‘control’ consumption of messages about their businesses
Because the mass media model of communication is disintegrating
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Brands no longer ‘control’ consumption of messages about their businesses
Consumers no longer depend on a small number of media channels
Because the mass media model of communication is disintegrating
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Brands no longer ‘control’ consumption of messages about their businesses
Consumers no longer depend on a small number of media channels
People create and realise their ownnetworks of individuals and organisations
with common interests
Because the mass media model of communication is disintegrating
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So to build a successful brand these daysmeans your business must make a positive
social contribution wherever people congregate
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So to build a successful brand these daysmeans your business must make a positive
social contribution wherever people congregate
Whether that’s individually, in groups, in real-life or online
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So ask yourself...
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How do I engage with my network?
So ask yourself...
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How do I engage with my network?
How usable is my service?
So ask yourself...
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How do I engage with my network?
How usable is my service?
How can I help my customers to help me?
So ask yourself...
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Covester.com enables people to congregate and connect around a
common interest - investing
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Covester.com enables people to congregate and connect around a
common interest - investing
But it also enables them to track and
invest in each others portfolios
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TripAdvisor.com enables people to congregate
around a common interest – travel
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TripAdvisor.com enables people to congregate
around a common interest – travel
People share their experiences of
destinations and, by doing so, create a rich
source of valuable travel information for
one another
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Getsatisfaction.com enables businesses to
create support communities among
customers
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Getsatisfaction.com enables businesses to
create support communities among
customers
By doing so, brands enable customers to help customers use their products and
service AND they gain incredibly valuable
insight
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How to build an IFA brand
So back to the original issue
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Just think about the amountof work it takes to stay in touch with all
your existing clients...
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In fact, they never go away.
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In fact, they never go away.
Until now, you’ve never been able to easily stay connected.
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In fact, they never go away.
Until now, you’ve never been able to easily stay connected.
These days, you can with little or no effort at all.
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So ask yourself...
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How can I engage with my network?
So ask yourself...
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How can I engage with my network?
How can my service be more usable?
So ask yourself...
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How can I engage with my network?
How can my service be more usable?
How can I help my customers help me?
So ask yourself...
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Because...
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If you engage with your network
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If you engage with your network
If your service is really usable
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If you engage with your network
If your service is really usable
If you let your customers help you help them
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If you engage with your network
If your service is really usable
If you let your customers help you help them
Then you’ll have a brand
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www.twitter.com/ianthomas_mrm
www.mrm-london.com
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Sources & Acknowledgements
Slide 1 and used throughout: Landscape image of borderland between Tuscany and Lazio used throughout: Storm Crypt's photostream at Flickr.com
Slides 10-14: Road-sign image: Splorp's photostream at Flickr.com
Slide 16 and used throughout: The brand model referred to throughout can be found in Wally Olins: The Brand Handbook (Thames & Hudson, 2008) available here: Amazon.co.uk
Slides 41-50: Screengrab from animation of the new communications landscape created by Bond & Coyne Associates in collaboration with MRM