6. (Formulation for success fashion player)
designer’s instinct +
g
entrepreneur's
p
intuition = successful
fashion creator
7. so, if we are the fashion
,
“player”, a trend setter,
not follower. then, what
we need to study is the
d d i h
future,
f t re not the past
8. learning from other
industries that set the
trend…
mobile phone travel
automotive healthcare
technology sport
fashion accessories way of living
food entertainment
…
9. in term of value
will your “fashion
brand” will make
people look prettier ?
45. U.S.P
USP
Unique Selling Proposition – An attribute, benefit or commitment of
a brand / product that is uniquely different and more appealing than its competitors.
still work with lot of FMCG brands for more than 40 years
50. Unique Selling Proposition
USP
Unique Style Persona
destination Unique Service Personality
Unique Strategic Positioning
your I i ibl b di i more i
Invisible branding is important …
t t
customer-focused-value
52. Ended Frustrated Successful
good context good context good context
bad content average content good content
(USP + 3)
awareness awareness value
53. contexts.content. contexts.content. contexts.content.
strengthen the brand core value. building sustainable business success.
54.
55.
56.
57.
58.
59.
60.
61.
62.
63.
64.
65.
66.
67.
68.
69.
70.
71.
72.
73.
74.
75.
76.
77.
78.
79.
80. LUXURY
means rare – limited – niche – unique
expensive
sexy
different
value
original
handmade
81.
82.
83.
84.
85.
86.
87.
88.
89.
90.
91.
92.
93.
94.
95.
96.
97.
98.
99. strategy (positioning)
brand C
b d Concept t
brand guardian
stories development
campaign design Brand image
training assistances Brand associations Brand positionings
supplier supervision Brand promises
p Brand partnerings
… Brand meanings ID connections
our strength is here
icon
Brand Shop image
experiences
Life style
Brand lt
B d culture Display strategy
In-store brandings Decoration
Brand services
Brand channels
Location
Co-branding
g
100. Brand inside Brand outside
integrity
This is the foundation of the brand. Brand strategies inside the This is the destination of the brand
Rebranding your brand from concept company to encourage want to be. But to do this is
to new brand ID in order to answer for Customer-focused-values. Strong IMPOSSIBLE without its strong
Who, What & Why customer will buy. employee-as-the-brand culture foundation. All of the mass brand
But even though when all answers are STRONGLY Communicate a brand communication campaign that
found still not enough to b ild strong
f d ill h build integrity message to customers,
i i building
b ildi trust, l love, and l
d loyalty
l
brands without effective building belief and trust toward the brand is meaningless.
implementation activity. The good
brand must know where it is now & People. People and people. The brand integrity is lost when the
where it will become in the future. It internal branding is not ready.
must stand for something that your Together with the fine product,
brand is expecting for ie uniqueness
ie..uniqueness, great design, right brand
design Waste money
international, inspiring, iconic … environment design will synergize Lost opportunity
the brand strength, deliver Or even building industry for others
The next level of strategy is PEOPLE. messages, promises, value to
The most important asset of your customer.
brand in delivering value and its
uniqueness to the market Increase sales & value.
2008 2009 2010 - 2012 +
Your brand Employee as a brand Customer as a brand
Brand ID Employee ID Customer ID
WHO I AM I AM YOUR BRAND I LOVE YOUR BRAND
101. Invisible branding Visible branding
CEO vision Advertising
Employee training Partner communication
Pricing strategy Photography style
Customer relations Web presence
Sales force communication Point of sales
Vendor selection User experiences
Policy Retail environment
Public relations / sponsorship
Brandinside Brandoutside
102. Phase 1 Phase 2 Phase 3
BRAND ID Employee as a brand Customer as a brand
Brand
B d ID Employee ID
E l Customer ID
C t
WHO I AM I AM YOUR BRAND I LOVE YOUR BRAND
Vision
Vi i Internal B di
I l Branding External B di
E l Branding
positioning Sales manual Branding Manual
Corp ID Training CRM
Retail design Customer relations
Communication direction strategy Internal CRM skill Contest New product launches
CRM to current customers Collection
Product extension
Current product promotion New product launches New brand launches
Collections Celebrative brand
Brand ambassador
