Roadmap to Remarkable

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FIVE STEPS TO REMARKABLE YOU CAN’T HYPE IT. YOU CAN’T ADVERTISE IT YOU HAVE TO MAKE THINGS WORTH TALKING ABOUT

WHAT’S BRAND EQUITY?

THE POWER OF A BRAND IS DERIVED FROM :

THE GOODWILL AND NAME RECOGNITION THAT IT HAS EARNED OVER TIME. WHICH TRANSLATES INTO HIGHER SALES VOLUME. WHICH TRANSLATES INTO HIGHER PROFIT MARGINS AGAINST COMPETING BRANDS.

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ONE IS THE BRAND REMARKABLE OR INVISIBLE?

UNREALISTIC EXPECTATIONS OF QUALITY ARE BEING MET EVERY DAY .

SO WE MUST STOP TRYING TO BE PERFECT AND START BEING REMARKABLE GODIN

BEING REMARKABLE IS THE ONLY WAY TO GROW.

IN THE MEDIA-OVERWHELMED,

IT’S NOT YOU THAT DECIDES YOU ARE

EVERYTHING-IS –GOOD-ENOUGH

REMARKABLE. IT’S YOUR CUSTOMER . YOU

WORLD...

CAN’T HYPE IT OR ADVERTISE IT. YOU HAVE TO BE A BRAND THAT STANDS

YOUR STORY’S BEING CENSORED AND

FOR SOMETHING

OBLITERATED. UNREALISTIC

YOU HAVE TO MAKE THINGS WORTH

EXPECTATIONS OF QUALITY ARE BEING

TALKING ABOUT.

MET EVERY DAY. GOOD ENOUGH ISN’T GOOD ENOUGH...…BECAUSE

BEING REMARKABLE IS THE ONLY WAY TO

EVERYTHING’S GOOD ENOUGH.

GROW.

SO YOU NEED TO BE REMARKABLE.

TWO. WHO ARE YOU TALKING TO ?

IDENTIFY WHO YOU WANT TO TALK TO, IDENTIFY THE CHANNELS TO REACH THEM. CUT THE REST AWAY. IT’S WASTE OGILVY

A REMARKABLE BRAND RAISES AWARENESS, GROWS REPUTATION, INCREASES BUSINESS

INFORM EDUCATE, EXCITE

POTENTIAL CUSTOMERS & PARTNERS SUPPORT & ENABLE

EXISTING CUSTOMERS & PARTNERS

WIDER WORLD

AWARENESS AND SUPPORT

THE BRAND HALO

THREE “PEOPLE BUY EMOTIONALLY AND JUSTIFY WITH LOGIC” BUCK ROGERS IBM. 1974

TO PROVIDE THE RIGHT EXPERIENCE IT’S IMPERATIVE TO KNOW THE BRAND’S VALUES AND PERSONALITY. HOW THEY MANIFEST IN THE CUSTOMER EXPERIENCE. IF WE DON'T KNOW, HOW DO WE DELIVER ON THE PROMISE? PRODUCT DELIVERY ISN’T LEFT TO CHANCE - WHY CHANCE THE EMOTIONS WE ARE EVOKING?

WHY BRAND EXPERIENCE? PEOPLE BUY EMOTIONALLY THEN JUSTIFY WITH LOGIC - THEN THEY DECIDE REMARKABLE

2005

2015 IN AN 8 BILLION CHANNEL WORLD, PEOPLE

BRAND CRITICAL FOR BUILDING AND KEEPING

HUNT OUT THE BRANDS THAT DELIVER

COMPETITIVE ADVANTAGE.

APPEALING EXPERIENCES TO HEART AND MIND.

BRANDS IDENTIFIERS FOR CUSTOMERS -

BADGES OF OWNERSHIP, GUARANTEE OF

CUSTOMERS SMARTER AND MORE

QUALITY -

SOPHISTICATED. .

BRAND EQUITY BASED ON AWARENESS AND

GREAT BRANDS ARE PROVIDERS OF GREAT

KNOWLEDGE OF THE BRAND BUILT BEFORE

EXPERIENCES,

THE PURCHASE.

BRAND EQUITY INVESTED IN THE QUALITY OF

A RATIONAL RESPONSE.

THE EXPERIENCE AND A COMPELLING STORY. AN EMOTIONAL RESPONSE.

FOUR “BETTER A PIRATE THAN TO JOIN THE NAVY”

BETTER A PIRATE THAN TO JOIN THE NAVY `SUCCESS IN BEING A PIRATE DOESN'T LIE IN HAVING NO RULES. IT IS ABOUT MOVING FROM ONE SET OF RULES, ONE MODEL, TO ANOTHER. ONE THAT IS MORE SUITED FOR THE TASK IN HAND' A CHALLENGER BRAND

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CHALLENGER BRANDS DELIBERATELY BREAK WITH THEIR OWN PAST - THEY INTENTIONALLY REINVENT KEY ASPECTS OF THEMSELVES IN ORDER TO FORCE RAPID REAPPRAISAL.

AN ‘OUTSIDE IN’ BRAND

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“DO NOT OVERTLY NAVIGATE BY THE CONSUMER, BUT INSTEAD INVITE THE CONSUMER TO NAVIGATE BY THEM”

A WORTHWHILE BRAND

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MAKE THINGS WORTH TALKING ABOUT

AN EXPERIENCE BRAND

WINNING EMOTIONAL HEARTS AND RATIONAL MINDS

above the line

advertising direct marketing

promotions

THE CUSTOMER EXPERIENCE,

digital

publicity

WHAT THEY SEE, WHAT THEY HEAR AND TOUCH, THE SAME EXPERIENCE ALL CHANNELS,

live experiences

ALL TOUCH POINTS, ALL TIMES.

THE BRAND STORY is an emotional experience

FIVE: STAND OUT IN A FIELD OF BLACK AND WHITE COWS. BECOME PURPLE. THEN GET A BIGGER MOO.

MOO!

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STANDING OUT FROM THE BLACK & WHITE COWS THE MAPPING PROCESS

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WHAT ARE THEY BUYING ?

WHAT ARE WE SELLING? WHICH BEST

CUSTOMERS

OUR CUSTOMERS?

DRIVE

OUR PARTNERS?

REVENUE

OUR PEOPLE?

& REPUTATION? WHICH PROVIDE

STAKEHOLDERS

moo

moo!

TEST ASSUMPTIONS

PARTNERS CONSUMERS

POINT OF

OUR PEOPLE

DIFFERENCE?

OPINION FORMERS

media ● direct ● conference ● seminar media interview ● awards ● events ● by-lined articles ● advertising ● electronic & viral print ● partnership

COMMUNICATION STYLE

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COMMUNICATION CHANNELS

CU

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us

THE BUSINESS FRAMEWORK THE ROADMAP TO REMARKABLE

INNOVATION & TECHNOLOGY

TECHNOLOGY LEGISLATION

PEOPLE & CAPABILITIES

BRAND & COMMS

ECONOMIC FACTORS RESOURCES

INTERNAL SUPPLY CHAIN

VISION & STRATEGY

PRODUCT & SERVICE

CUSTOMER & USER

EXTERNAL

TRENDS

moo!

SUSTAINABILITY CULTURE ENVIRONMENT

BUSINESS PROCESSES

CORPORATE & SOCIAL RESPONSIBILITY

COMPETITION

ROUTES TO MARKET

STEPS TO THE BRAND

CREATE AND CONDENSE THE VISION AND UNIQUE SELLING POINTS OWN THE BIG IDEA. WHAT DO YOU STAND FOR? REPUTATION, STATUS AND WIN/WIN WHAT’S THE POINT OF DIFFERENCE? WHY ARE YOU THE ONE TO BE INVOLVED IN?

HOW DO DIFFERENT COMMUNITIES INTERACT AND/OR WANT TO INTERACT? WHAT ENGAGES THEM AND DEVELOPS THE POTENTIAL FOR A “RELATIONSHIP”?

TEST ASSUMPTIONS CUSTOMERS OPINION FORMERS

DISTIL THE LONG LIST WHAT ARE YOU SELLING? WHAT ARE THE AUDIENCES BUYING?

WHAT WILL THAT GIVE US?

USP

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COMPOSE THE ‘HEART AND SOUL’

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TONE OF VOICE, PERSONALITY, STORY, VALUES, MESSAGES

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DEVELOP THE WIN / WIN. SET PRIORITIES FOR BRAND DIFFERENTIATION AND COMMUNICATION OBJECTIVES.

LANGUAGE TO SUPPORTS THE USP AND CREATES UNIFORMITY OF MESSAGE AND VALUE

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THE TONE OF VOICE DIRECT & SUBLIMINAL – WORDS – IMAGES – SOUNDS

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MAKING COMMUNICATION REAL-WORLD RELEVANT, AWARENESS -RAISING AND ENDING IN A CALL TO ACTION THAT ENGAGES TARGET AUDIENCES

LOOK, HEAR, SEE TOUCH

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THE ‘LOOK’ OF THE USP. VISUAL METAPHORS -- INTERESTING AND MEMORABLE.

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REPUTATION STANDARDS OF PRODUCTION FOR ALL COMMUNICATION ELEMENTS

THE GROUND RULES

outputs

+

+ STRATEGY

BUSINESS FRAMEWORK MAPPING MARKETS & ROUTES

DEVELOPMENT

+ IMPLEMENTATION

BRAND IDENTITY BRAND

CHANNEL ID &

POSITION

INTEGRATED

USP & KEY MESSAGES

DESIGN SALES & MARKETING

MARKETING STRATEGY IM PROJECT PLAN

B2B PR

• • • • •

BUSINESS GOALS TARGET AUDIENCES BUDGETS INTERNAL FACTORS EXTERNAL FACTORS MARKET TRENDS.

BRAND HALO

2

Awareness

Short term tactical

Brand Equity

Revenue Streams

Audience & Wider World Awareness M

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Time

1. Strategic Integrated marketing activities delivers a proactive ‘solid’ information flow building business awareness & brand equity over time 2. Overlapping tactical ‘fireworks’ provide ‘halo’ ‘story effect and continual feed of editorial hooks to drive awareness & brand equity over time

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‘I AM NOT BUYING A SERVICE I AM BUYING A RESULT. WHEN YOU SAY YOU WILL DO A THING YOU MUST DO EXACTLY THAT THING. THEN YOU WILL PROSPER BEYOND YOUR WILDEST DREAMS’ ARCHANGEL DE JESUS MONTOYA MIAMI VICE

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FORZA REEBOK

EXTREME WORLD RACES

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VIRGIN PERNOD RICARD BRANDS WARNER BROS

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AUDI

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BRANDOGRAPHY

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