11 ingredients for a great b2b brand brief - Brand chemistry
What makes a great brand · purpose The purpose unites the needs or objectives of both the brand &...
Transcript of What makes a great brand · purpose The purpose unites the needs or objectives of both the brand &...
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WHAT makes A great BRAND?
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purpose
The purpose unites the needs or objectivesof both the brand & the customer
Behind many of the great brands there is a
[a strong sense of why it exists and what its role is in the world]
Chipotle founder Steve Ells’ epiphany happened when he discovered how pigs where raised in the US. What began as a personal mission become a
compelling brand purpose around
‘cultivating a better world’
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THAT PURPOSE ISN’T JUST AN IDEA IT’S AN IDEAL
“we're here to make it easy for people to do themselves
some good”
research on the world’s 50 fastest growing brands found a cause-and-effect relationship between a brands ability to serve a higher purpose and its financial performance.*
IDEALS: Elicit Joy - Enable ConnectionInspireS Exploration - Impact SocietyEvoke Pride INTERNALLY & WITH customers
*Millward Brown and Jim Stengel
IDEALS ARE THE ULTIMATE GROWTH DRIVER
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a unique and strong culture
you may never see it but you can feel it in the products and services
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beyond profit
We look for Brandsto demonstrate they see more than just profits
"If you want us to only make things that have a clear ROI, then you should get out of our stock,"
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big personalityWE SEE THE WORLD IN TERMS OF PERSONALITIESeven products and SERVICESTHE BEST BRANDS HAVE STRONG PERSONALITIESWE CHOOSE THEM FOR EMOTIONAL REASONSWE CONNECT with THEM
be it a celebrity endorsement or a charismatic founder
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differentiationis key
with so much competition
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brand storyConsumers don’t view your Brand as, advertising, digital, products ETCEVERYTHING A COMPANY DOES IS PART OF its BRAND STORYTHE MORE PERSONALITY and CHARACTER, THE BETTERPRODUCTS = HEROES, competitors =VILLAINS, CUSTOMERS=LOVERS
write a best seller
the villain the hero the lover the location
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great brands aren’t just great storytellers
great brands are story-doers
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authentic
Great Branding Is Not AdvertisingIt’s just the opposite
It’s more than skin deepIt’s the culture inside an organisation,
not merely the positioning of its offer to the market
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Great brands are proud to say what they
stand against
"Wikimedia Foundation files suit against NSA to challenge upstream mass
surveillance"
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great Brands don't build loyalty through marketing
they build communities
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“We believe it’s critical for our users to know about when and how governments ask us for their information. That’s why, since 2012, we’ve published information about the government requests we receive for user information and how we respond to them.”
transparent
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if you love your brand set it free
open to inputopen to remixingopen to customisingopen to extendingopen for conversationopen to change
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Prod
ucts Se
rvice
s
Guidelines
InsightsSkills
Inside Stories
Trade Secre
ts
Market Places
MoneyEffort
New Commitmen
t
New networks
New Strategies New production
Ideas
New...
GIVE GET
believe in exchange
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Clarity Simplicity Consistency
With so much “noise in the space” This is how to get noticed and be remembered
How to stand outDon’t be tempted to constantly chop & change messages
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BRAND with a purpose
melbournebranding.com
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