BRAND and the power within by Garincha Mastrosiani
What is BRAND?
if you have one second to see all the brand logos and tell us what is the first brand that crossed your mind !
what brand will it be?
What is BRAND? “Loyalty is when brands create an intimate emotional connection that you simply can’t do without.EVER.” -saatchi & saatchi group-
A Name
Sorry.. This is
NOT BRAND
A Logo A Tagline A Logo Application A Product A Mascot A Trademark
A Perspective
BRAND
is more likely about
A Philosophy A Customer conversation A Living Entity A Manufactured Story A Momentum Rooted in passion
“If you’re not a Brand, then you’re just a commodity, then price is everything and the low cost product is the only winner” –Phillip Kotler, Kellogs
C Cause
+
The formula is : B + B Believe
Build
+
D Demonize
WHAT IS YOUR CAUSE ? WHAT DO YOU WANT TO HAVE HAPPEN ?
Spirit : What is your point of difference SPIRIT
PURPOSE
Purpose : is your reason for existence
STAND
Stand : what is your point of view
GUESTS ARE NO LONGER BUY MERE PRODUCTS THEY ARE BUYING INTO A BELIEVE SYSTEM
this means they’re buying into AN IDEOLOGY with MEANINGS, VALUE, AND PURPOSES and IDENTITY WITH PERSONALITY
The two most important of branding are YOUR IDEOLOGY and INTERACTIONS BETWEEN CUSTOMERS your ideology provides vision, meaning, and desire the contact with you and fellow customers build COMMUNITY
all those create
PLACE OF BELONGINGS and
SENSE OF BELONGINGS
TRUSTS
CAN YOU TELL ME ARE THEY DOING?
IT’S ALL ABOUT
TRUSTS
Agreement : The socialisation of brief
AGREEMENT
DOCTRINE
doctrine : what do i believe?
MANIFESTO
Manifesto : what does my friend says
YOUR CAUSE AND YOUR BELIEVE BECOME VALUABLE WHEN YOU MAKE THEM TANGIBLE
THESE TANGIBLE ELEMENTS DESIGNED TO CREATE GROUP FEELINGS OF SOLIDARITY
These will encourage
advocacy and sharing about your group by your group
This will create
A SENSE OF BELONGING and allows individuals to feel strong enough to expose their inner thought and feelings
Words : What words do i use?
Ritual : what will i do regularly?
WORDS
ICON
RITUAL
TOOL
Icon : Which symbols remind us of your cause
Tools : What equipment do i use?
COMMITMENT an easy word to say yet hard to execute
the key of commitment is to inc
reas
e it
in bite size steps
in c
reas
e
the interactions to the relationship
building the steps of commitment by trading & rewarding commitment
THIS IS NOT ME • THIS IS NOT YOU THIS IS
OUR RESPONSIBILITY TO MAKE THIS HAPPEN
THANK YOU