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1、HOWTOBRIDGETHEDISTANCEBETWEENBUSINESSSTRATEGYANDDESIGNAVISUALPRESENTATIONBYMARTYNEUMEIERProducedbyNEUTRONLLCinpartnershipwithNEWRIDERSPUBLISHINGandTHEAMERICANINSTITUTEOFGRAPHICARTSCopyright©2003NeutronLLC.Foreducationaluseonly.Nopartofthispresentationmayb
2、epublished,sold,orotherwiseusedforprofitwithoutthewrittenpermissionoftheauthor.WHATYOU’LLLEARN:1Amoderndefinitionofbrand2Thefivedisciplinesofbrand-buildingREADY?LET’SSTARTBYDISPELLINGSOMEMYTHS.FIRSTAbrandisnotalogo.Tàiliệuthamkhảo-www.marketingchienluoc.c
3、omSECONDAbrandisnotanidentity.FINALLYAbrandisnotaproduct.Sowhatexactlyisabrand?ABRANDISAPERSON’SGUTFEELINGABOUTAPRODUCT,SERVICE,ORORGANIZATION.byindividuals,notcompanies,markets,orpublics.It’saGUTFEELINGbecausepeopleareemotional,intuitivebeings.Inotherwor
4、ds…IT’SNOTWHATYOUSAYITIS.IT’SWHATTHEYSAYITIS.WHYISBRANDINGSOHOT?1Peoplehavetoomanychoicesandtoolittletime2Mostofferingshavesimilarqualityandfeatures3WetendtobaseourbuyingchoicesontrustTHEREARE1,349CAMERASONTHEMARKET.HOWDOYOUDECIDEWHICHONETOBUY?TRUSTT=r+dT
5、RUSTRELIABILITYDELIGHTTrustcomesfrommeetingandbeatingcustomerexpectations.$Doesabrandhaveadollarvalue?ANDHOW.THISSELECTIONFROMINTERBRAND’STOP100LISTSHOWSWHYBRANDSAREWORTHPROTECTING:2001%CHANGEBRANDVALUEBRANDBRANDVALUEBRANDVS.AS%OFNAME($MM)PREVIOUSYEARMARK
6、ETCAPCOCA-COLA68,945-5%61%MICROSOFT65,068-7%17%IBM52,752-1%27%FORD30,092-17%66%MERCEDES21,728+3%48%HONDA14,638-4%33%BMW13,858+7%62%KODAK10,801-9%82%GAP8,746-6%35%NIKE7,589-5%66%PEPSI6,214-6%9%XEROX6,019-38%93%APPLE5,464-17%66%STARBUCKS1,757+32%21%COKE’SMA
7、RKETCAP,INCLUDINGBRANDVALUE:$120BILLIONWITHOUTTHEBRAND,COKE’SGLASSWOULDBEHALFEMPTY.COKE’SMARKETCAP,NOTINCLUDINGBRANDVALUE:$50BILLIONPREDICTIONBRANDWILLBECOMETHEMOSTPOWERFULSTRATEGICTOOLSINCETHESPREADSHEET.PROBLEMInmostcompanies,STRATEGYisseparatedfromCREA
8、TIVITYbyawidegap.OnonesideofthegapOntheothersideareareSTRATEGICTHINKERSCREATIVETHINKERSANALYTICALINTUITIVELOGICALEMOTIONALLINEARSPATIALNUMERICALVISUALVERBALPHYSICALDOESTHELEFTBRAINKNOWWHATTHERIGHTBRAINISDOING?Whenbo