More Related Content Similar to Bfk Bringing Your Brand To The Next Level (20) Bfk Bringing Your Brand To The Next Level2. How to think about your brand
to enable growth
Give you some pointers on how
to grow your brand in today’s
environment
3. BFK
Brand evaluation and research
Brand communications strategy
Naming
Identity design
Idea generation
Communications design
Brand oversight
6. Some brand identities we have created or worked with
©2008 BFK. All rights reserved.
©2011 BFK. All rights reserved
8. Brand jargon
Brand awareness. Brand attributes. Brand assets.
Brand architecture. Brand book. Brand exit.
Brand commitment. Brand creation. Brand culture.
Brand cycle. Brand earnings. Brand equity.
Brand experience. Brand essence. Brand facts.
Brand extension. Brand icon. Brand idea.
Brand guidelines. Brand identity. Brand insight.
Brand licensing. Brand message. Brand logo.
Brand mission. Brand platform. Brand name.
Brand personality. Brand style. Brand strategy.
Brand protection. Brand rituals. Brand value.
Brand positioning. Brand strength.
Brand management.
©2011 BFK. All rights reserved
9. Keep it simple
©2011 BFK. All rights reserved
10. What can brands do?
Help customers to make choices
Establish trusting relationships
Build communities around businesses
and products
©2011 BFK. All rights reserved
11. Is this easy?
Model A Model B Model C Model D
Price (!) 44,880 45,225 41,120 43,357
Engine 2793cc 24-Valve 2997cc 24-Valve 2967cc 24-Valve 2959cc 24-Valve
Six-cylinder Six-cylinder Six-cylinder Six-cylinder
Variable valve timing Variable valve timing variable valve timing variable inlet manifolding
and inlet manifolding
Power 198 bhp at 5500 rpm 218 bhp at 5800 rpm 240 bhp at 6800 rpm 226 bhp at 6200 rpm
Torque 207 lb ft at 3500 rpm 219 lb ft at 3800 rpm 221 lb ft at 4500 rpm 202 lb ft at 5000 rpm
Transmission Five-speed manual Five-speed auto Five-speed manual Six-speed manual
Rear-wheel drive Rear-wheel drive Rear-wheel drive Front-wheel drive
Weight 1440 kg 1720 kg 1628 kg 1510 kg
Max speed 147mph 143 mph 146 mph 150 mph
0-100 kph 7.0 secs 7.6 secs 6.2 secs 7.2 secs
©2011 BFK. All rights reserved
12. Is this easier?
Model A Model B Model C Model D
Price (!) 44,880 45,225 41,120 43,357
Engine 2793cc 24-Valve 2997cc 24-Valve 2967cc 24-Valve 2959cc 24-Valve
Six-cylinder Six-cylinder Six-cylinder Six-cylinder
Variable valve timing Variable valve timing variable valve timing variable inlet manifolding
and inlet manifolding
Power 198 bhp at 5500 rpm 218 bhp at 5800 rpm 240 bhp at 6800 rpm 226 bhp at 6200 rpm
Torque 207 lb ft at 3500 rpm 219 lb ft at 3800 rpm 221 lb ft at 4500 rpm 202 lb ft at 5000 rpm
Transmission Five-speed manual Five-speed auto Five-speed manual Six-speed manual
Rear-wheel drive Rear-wheel drive Rear-wheel drive Front-wheel drive
Weight 1440 kg 1720 kg 1628 kg 1510 kg
Max speed 147mph 143 mph 146 mph 150 mph
0-100 kph 7.0 secs 7.6 secs 6.2 secs 7.2 secs
©2011 BFK. All rights reserved
13. Strong brands like these
are surrounded by tribes of
followers.
Can you build a tribe or
community around your brand?
©2011 BFK. All rights reserved
14. New media / social media
has changed many things
©2011 BFK. All rights reserved
15. But other things have not
changed…
…like the fundamentals
of human nature and people’s
relationships with brands
©2011 BFK. All rights reserved
21. Brand is…
… a collection of experiences
and associations connected with a
service, a person or any other entity.
Wikipedia
©2011 BFK. All rights reserved
22. Brand is…
…created out of customer contact and
the experience your customers have of
you.
Stelios Haji-Ioannou,
Chairman, EasyGroup
©2011 BFK. All rights reserved
23. Brand is…
… that perception (or emotion)
maintained by the buyer or prospective
buyer, describing the experience related
to doing business with an organisation.
Karl Speak
Beyond Marketing Thought
©2011 BFK. All rights reserved
24. A BRAND IS A
PERSON’S GUT
FEELING ABOUT
A PRODUCT,
SERVICE, OR
ORGANISATION.
©2011 BFK. All rights reserved
25. It’s a PERSON’S gut feeling, because
brands are defined by individuals, not
companies, markets, or publics.
It’s a GUT FEELING because people
are emotional, intuitive beings.
©2011 BFK. All rights reserved
26. Gut feeling = Perception /
reputation
Perception in the minds of stakeholders
Perception built on experiences
©2011 BFK. All rights reserved
29. So your brand is not what
YOU say it is…
…it’s what THEY say it is.
31. Products are built in factories,
brands are built in the mind
David Ogilvy
Founder, Ogilvy & Mather
33. I'm convinced that it is feelings – and feelings
alone – that account for the success of the
Virgin brand in all of its myriad forms.
Richard Branson
Virgin
©2011 BFK. All rights reserved
34. Tip 1
Think of your
brand as
customer
perception
©2011 BFK. All rights reserved
38. Name
Brand Identity Logo
Web site Advertising
Packaging
Promotions Products / services
39. Name
Brand Identity Logo
Web site Advertising
Packaging
Promotions Products / services
Product quality Service quality
Functional packaging
Texture Taste On-time delivery
Retail support
Management &
employee behaviour Vehicle quality & cleanliness
Premises standards Invoicing
Customer relations
Staff Motivation Training
Complaints handling Telephone answering
40. Brand Expression: what your brand says about itself
Name
Brand Identity Logo
Web site Advertising
Packaging
Promotions Products / services
Product quality Service quality
Functional packaging
Texture Taste On-time delivery
Retail support
Management &
employee behaviour Vehicle quality & cleanliness
Premises standards Invoicing
Customer relations
Staff Motivation Training
Complaints handling Telephone answering
Brand Experience: the experiences people have of your brand
41. “It does
what it
says on
the tin”
Expression
Experience
©2009 BFK. All rights reserved
45. 1. Distinctive The brand’s ability to stand
out from the crowd
©2011 BFK. All rights reserved
49. Communicating without Clutter – a BFK presentation for Design Shannon Skillnet, 1 December 2008 ©2008 BFK. All rights reserved.
©2011 BFK. All rights reserved
50. 2. Relevant The brand’s ability to
communicate in a way that
is relevant to your target
market
©2011 BFK. All rights reserved
52. 3. Consistent The brand’s ability to
communicate consistently
its values and the core
brand message
©2011 BFK. All rights reserved
55. If you don’t know your
customers your brand
can’t talk to them
67. “If you wish to
persuade me,
you must think
my thoughts,
feel my feelings,
and speak my
words.”
Marcus Tullius Cicero
(106 BC – 43 BC)
©2011 BFK. All rights reserved
72. Average person can take in 100 messages
per day (AAAA)
But receives 3,000 marketing messages
per person, per day
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73. There are 183 pet
food products on
these shelves, how
do I decide which
one to buy?
75. Domino's Pizza
“You get fresh, hot pizza delivered to your
door in 30 minutes or less – or it's free.”
©2011 BFK. All rights reserved
77. Tip 5
Craft a simple,
clear message
that cuts through
clutter
©2011 BFK. All rights reserved
79. Vimeo.com
“The world is obsessed with Facebook”
One in every 13 people on earth use Facebook
©2008 BFK. All rights reserved.
84. In Ireland:
23% of adults use social networking sites
1.58m are active Facebook users (22 mins
per day)
23% of companies use Twitter
46% of mobile users owners use the
internet on their mobiles
Digital advertising spend increased by 12%
(!53.9m) in the first 6 months of 2010
©2008 BFK. All rights reserved.
©2011 BFK. All rights reserved
86. Continuous evaluation
and measurement
Source: Marty Neumeier: The Brand Gap ©2011 BFK. All rights reserved
88. The 5 tips become even
more important in this
new communications
environment
©2008 BFK. All rights reserved.
89. Tip 1
Think of your
brand as
customer
perception
©2011 BFK. All rights reserved
93. Tip 5
Craft a simple,
clear message
that cuts through
clutter
©2011 BFK. All rights reserved