Documentos de Académico
Documentos de Profesional
Documentos de Cultura
Our Mission
To be most valued by those who
most value brands
We work not for ourselves
not for the company
not even for our clients
We work for Brands
Value
Brand Steward
Product
Brand
The total experience of a product:
- Personality
- Trust
- Reliability
- Confidence
- A Friend
- Status
- Shared Experiences
Brand
A Brand is a product which has earned a place
in consumers lives
through perception, experience, beliefs,
feelings
....... until a relationship is built.
It is the sum of how consumers feel about a
product
Sales Literature
Direct marketing
Promotions
Advertising
Facias
Media context
Voice-overs
Complaints handling
Staff Uniforms
Delivery van livery
Telephone manner
Distribution
Contests
Brand share
Brand Audit
BrandPrint
Brand Audit
What else?
-
visuals or images?
packaging or product elements?
bits of communication?
signs or symbols?
other brand lore?
What does this brand do for you in your life that other
brands dont?
- what unique contribution does it make?
- what special perspective does it give you about using
the category?
BrandPrint
Examples of BrandPrints?
Tips about writing and using BrandPrints?
Return to start
Example : Impulse
(Europe)
Impulse gives me the confidence to
explore and enjoy the sometimes
bumpy journey into womanhood
As I experiment with the emerging me,
Impulse surrounds me with an energy
field filled with vitality, spontaneity and
the courage to be myself
Bank Of China
(Singapore)
The Bank of China is the Wise Old Man
It brings wisdom to dealings with your assets
... the Wisdom of Wealth
American Express
American Express
. is not for everybody. It is for those who think
bigger thoughts, do bigger things, and paint
bigger pictures
What A BrandPrint Is
Preparation is important
- take a long walk, a bath, a glass (or two or three) of
wine ......... (Neil French)
Writing A BrandPrint
Avoid clich
- powerful
- reliably effective
- light, fine consistency
distinctive?
clear?
colloquial?
truthful?
colourful?
flexible?
Competitive Advantages Of
Brand Stewardship