Building a compelling Brand System
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The document discusses the importance of a robust brand architecture that allows businesses to operate independently while being customer-centric. It emphasizes the need for brands to have a distinct personality, leverage digital-first strategies, and ensure effective communication through social connectivity. Ultimately, it conveys that modern consumers prefer to join brands rather than just buy from them.
Building a compelling Brand System
- 1. BUILDING A COMPELLING BRAND SYSTEM D A N N Y B L U E S T O N E - C Y B E R - D U C K L T D
- 2. With an ISO accredited, user-centred approach, our award winning team will ensure your brand, website and marketing campaigns perform exceptionally, every time.
- 3. INTRO
- 7. When a company knows what it stands for and where it is going, it can focus its people and resources and have clarity in a range of decisions.
- 10. A robust brand architecture provides management scale, so business units run things independently
- 14. “If you’re everything, you’re kind of nothing,” Brad Garlinghouse, a former Yahoo executive
- 15. THE WHAT
- 16. Storyframing is the art of building a structure that lets customers create their own narratives
- 17. Customers are focused on meaning
- 18. The Guinness Storehouse has become a stunning Dublin landmark
- 19. Smart brands use digital and physical infrastructure to get in touch with different generations
- 20. Cyber-Duck runs its own internal hackathons to develop growth infrastructure
- 21. We moved away from “brands marketing products" to “products marketing brands”
- 22. Using exemplars, interaction with government services has been re-engineered
- 23. Put the needs of the users first and foremost
- 24. Don’t find customers for your products, find products for your customers Seth Godin
- 25. THE HOW
- 26. Strong brands should be persona focused
- 27. Brand system Part 01 of 02 (“The how”)
- 28. A brand needs an essence, narrative and ‘integrative’ innovation 1/3 PERSONALITY
- 31. Unique brands that are language and content ‘adaptive’ win the customer centricity battle 2/3 BEHAVIOUR
- 34. Bake in social connectivity to drive growth hacking. Have a ubiquitous presence across channels, linking to the ‘real world’ 3/3 COMMUNICATION
- 37. TAKEAWAYS
- 38. - PERSONALITY - By building a distinct personality that is focused, scalable and ‘integrative’ with quality content, brands can elevate innovation and outreach. - BEHAVIOUR - Modern brands become ‘digital first’ by removing obstacles through empowerment, personalisation, design ‘languages’ and process change. - COMMUNICATION - Disruptive brands bake in social connectivity whilst ensuring ‘shareability’ that is ‘real-world’ compatible and user centric. TO SUMMARISE
- 39. — Marty Neumeier Customers no longer buy brands. They join brands.
- 40. THANK YOU @ C Y B E R D U C K _ U K @ D A N N Y _ B L U E S T O N E A L L I M A G E S I N T H I S P R E S E N T A T I O N A R E C O P Y R I G H T T O T H E I R R E S P E C T I V E O W N E R S