A talk I gave to Barclays Investment Bank legal department covering what brands are, how we build brands that win and why every employee is important to your brand.

1. HOW TO BUILD BRANDS AND INFLUENCE PEOPLE
© Karmarama 2013

2. TODAY
1.
What is a brand?
2.
How can we build brands that win?
3.
Why are you so important to your brand?

3. WHAT IS A
BRAND?

4. “A TRADEMARK”

5. “A GUARANTEE OF AUTHENTICITY,
RELIABILITY AND QUALITY”

6. “A SYMBOL OF IDENTITY, STATUS & BELIEF”

8. Blind
Branded

9. “A VALUABLE
BUSINESS ASSET”

10. CE NE SONT PAS LES MARQUES
The
top
100
world
brands
rated
by
size
for
their
worth
and
influence,
Interbrand
Read
more:
h>p://www.dailymail.co.uk/home/moslive/arCcle-­‐2048270/Coca-­‐Cola-­‐Disney-­‐The-­‐worlds-­‐100-­‐brands.html#ixzz2ShFf47yw

11. “Brands are not found in the factory or in the
studio, the sales channels or the supermarket
shelves – not even on the television screen.
You find them only in the minds of consumers”
- Restall & Gordon, 1984

12. “A COLLECTION OF MEANINGS
COMMONLY HELD BY PEOPLE”

14. BARCLAYS
LEGAL
MEMORIES,
EXPERIENCES &
EXPECTATIONS
BARCLAYS
MEMORIES,
EXPERIENCES &
EXPECTATIONS
SOCIETY

15. HOW CAN WE BUILD
BRANDS THAT WIN?

17. Consumer
ONCE UPON
A TIME
Consumer
Consumer
Company
Consumer
Consumer
Consumer

18. THE WORLD HAS CHANGED

20. PEOPLE TRUST IN PEOPLE MORE

21. TRUST
BLAME

22. 70% COULD DISAPPEAR ENTIRELY WITHOUT THEM NOTICING
JUST 20% HAVE A POSITIVE IMPACT ON THEIR LIVES
Meaningful
brands
survey,
2012,
50,000
consumers
in
France,
Spain,
the
U.K.,
Germany,
Italy,
Mexico,
Brazil,
Colombia,
Chile,
ArgenCna,
China,
Japan,
India,
and
the
U.S

23. STRONG BRANDS: FAMOUS & LOVED
RATIONAL & EMOTIONAL
Fastest
growing
Millward
Brown
BrandZ
Top
100,
2012

25. Brand Belief
BRAND
PURPOSE
Brand Truth
Brand Behaviour

26. Not all coffee is created equal
SAVING THE
WORLD FROM
MEDIOCRE COFFEE
Hand made is
better made
We’re here to give you
A better choice

28. COSTA RESULTS 2012
COFFEE MARKET -10%
COSTA TOTAL SALES +27.5%
LIKE-FOR-LIKE SALES +8%
COSTA VOTED THE NATION’S FAVOURITE COFFEE STORE

29. BARCLAYS STRATEGIC REVIEW

30. MAKE BARCLAYS’ PURPOSE YOUR PURPOSE
MAKE THE VALUES YOUR OWN & LEAD THE WAY

31. WHY ARE YOU SO
IMPORTANT TO
YOUR BRAND?

32. Consumer
Consumer
Consumer
Consumer
COMMAND &
CONTROL
Company
Consumer
Consumer
Consumer
Consumer
Consumer
CONNECT &
COLLABORATE
Consumer
Company
Consumer
Consumer

33. YOU CAN’T JUST BUY THE BRAND YOU WANT

35. EMPLOYEES ARE MORE IMPORTANT THAN EVER
Credibility
of
spokespeople
amongst
people
who
distrust
the
financial
services
industry
Board
of
directors
CEO
A
regular
employee
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%

36. DISTINCT BRAND IN THE WORKPLACE
DISTINCT BRAND IN THE MARKETPLACE

42. THE PROBLEM CAN BE THE SOLUTION

45. THANK YOU
matt@karmarama.com
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Karmarama
2013.
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