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No review of the brand Jordan phenomenon would be complete without examining the extraordinary creative collaboration that Michael had with Nike’s premier designer and creative genius Tinker Hatfield. You see this in those interesting exchanges which begin, “We’re going to spend this … and we want to achieve this”.
I would argue that the emphasis needs to be reversed, “To achieve this, we’re going to have to spend this …”. We’re much more susceptible to the power of suggestion than many of us might like to think – at least that was my take-away from more reading from Time: this time on how brands use buying suggestions to entice us to buy more than we might otherwise.
And that, as the article points out, is the key strategy here: to get consumers buying more than they would if there was no sale. Recently, the research firm APCO Insight released its list of the top 100 most loved companies.
If you find our thought pieces on brand strategy and brand management insightful and would like a deeper understanding for yourself, your marketing teams or leadership teams we can develop a tailored learning solution for you.
Brand Education is a core competency of The Blake Project, the brand consultancy behind Branding Strategy Insider. Branding Strategy Insider helps marketing oriented leaders and professionals build strong brands. Subscribe to Branding Strategy Insider Now and get regular updates and two FREE Chapters of Brad VanAuken's best selling book Brand Aid direct to your inbox.
Five Connectors With the Consumer: Under the Brand Idea are 5 Sources of Connectivity that help connect the brand with consumers and drive Brand Love, including 1) the brand promise 2) the strategic choices you make 3) the brand’s ability to tell their story 4) the freshness of the product or service and 5) the overall experience and impressions it leaves with you. Brand Values should come from the DNA, and act as guideposts to ensure that the behavior of everyone in the organization is set to deliver upon the Brand’s promise. Goals: While the vision serves as a 10 year big goal, it’s also important to have annual goals to push and challenge everyone in the organization. When working with a house of brands, where you have multiple brand names under one corporate name (P&G, Kraft, General Mills and Johnson and Johnson) the brand plan would look different. We also love great marketing content and we’ll do whatever we can to bring you the latest in marketing news + insights, career advice, events and training resources. In part one of this blog I talked about what a brand strategy really is versus what it is not. As you begin to reflect on the business goals of your company, make sure your focus is in the right place. What are the most important, tangible desired outcomes for business growth that you are willing to commitment to and strive for? How do you prioritize your target markets & customers?  Where is the greatest growth opportunity today, and long-term? Do your customers have unmet needs that neither you nor your competitors are currently filling? I will not be discussing differentiation or value propositions heavily in this article, but please watch for the next blog in this brand strategy development series because the topics of differentiation and development of a value proposition are both critical elements that cannot be neglected in order to successfully develop your brand strategy. Your company’s growth goals should be possible to achieve; but now is not the time to be conservative.
Consider your willingness to adapt as needed to meet your goals, and decide which ones you are motivated to achieve. Are you willing to physically expand your reach via the addition of acquisitions or new operational locations or are you only interested in growing within the confines of what is possible by maintaining your current physical size and geographical locations?  Are you willing to add staff resources that can impact growth?
The final piece of the brand strategy development process I’m going to discuss in this article is “perception.”  If you recall, the perception of your brand really is, to a large degree, your brand. Remember, your brand is not what you say it is, nor is it necessarily what you think it is. After documenting your current beliefs about what you want your brand perception to be and what you think it actually is, the next challenge is to find out what others really think it is. You need to provide an opportunity and encouragement for your employees, vendors, and customers to express themselves regarding their perspective of your brand. Through a series of one-on-one discussions with those who interact with your organization both internally and externally, you’ll begin to solidify the knowledge of where you currently stand in terms of brand perception and image. Now, the  moment of truth: compare the themes from your interviews, and the way your staff believes your brand is perceived with your desired brand perception. Many industrial companies find the prospect of managing this process overwhelming, or simply don’t have the resources to dedicate to it. Marketects was founded in 1999 by Kerry O’Malley, a proven marketing communications professional in international, manufacturing companies. Youa€™ll be joining the 130,000 Smart Insights members from 80 countries who trust our advice to Plan, Manage and Optimize their marketing.
We take it for granted that digital channel management is a core marketing activity now, and yet our own recent survey highlighted that a digital strategy isna€™t a ubiquitous component of everyonea€™s marketing plan, as much as we might think it ought to be. In fact, brand strategy is an obvious yet secret ingredient for modern digital marketing which most companies that I meet or work with simply dona€™t have an eye on, therea€™s no solution in place and amazingly some are barely thinking about it, if at all. This guide offers a detailed, 7 steps strategy to enhancing digital brands, aimed particularly towards FMCG brands.
Ia€™m not going to delve into the detail here, but to share as context as to what I understand, a brand is an external device, more than a recognisable name and logo, an internal identity giving it clarity as to what it is and what it does, the brands purpose including qualities and characteristics - the things that tend not to change. A coherent brand strategy will, describe elements such as those below and importantly be questioned and improved as the market changes. Without designing the brand strategy, how can you expect to make the right decisions, consistently? To best drive choice, create loyalty, and command a premium in the marketplace, organisations would do well to consider that they are functioning in a post-digital era. Transformation isn’t about plotting a meeting point for your brand with the predicted future. To evolve successfully, brands and the marketers that manage them must grow out of what they have become into what they need to be. At The Un-Conference: 360 Degrees of Brand Strategy for a Changing World, we are working with senior B2C and B2B marketers through the lens of brand leadership. To secure your spot at The Un-Conference: 360 Degrees of Brand Strategy for a Changing World call me directly in Los Angeles at 813-842-2260.
Today, brands play in an intensely competitive attention economy where human attention is the scarcest resource of all. The Brand Storytelling Strategy Workshop series integrates the latest innovations in story strategy and science to help your organization gain the clarity and confidence needed for your brand to build an advantage in the marketplace. The Blake Project’s Brand Storytelling Workshops are a highly facilitated, consensus building experience.
This one-day intensive workshop is designed to guide marketing communications teams to build a compelling brand story map that informs the verbal and visual development of brand communications at all touchpoints. Working from your brand’s current positioning in the marketplace, participants will engage in a strategic and creative session designed to generate a storytelling framework and map for telling a consistent brand story. Identifying communication challenges and relevant insights that influence target customer engagement with the brand story. Defining the brand characterization, archetype and archetypal personality attributes that support the brand mythic story and strategic messaging. Defining the verbal and visual cues that identify your brand archetype and forms the basis of your brand story. Development of your top-level brand messaging strategy delivered in a guidance document that distills the essence of your brand story into a storytelling framework and storytelling map that will inform and guide future brand communications. Developing a compelling story line for your brand is not a copywriting exercise –rather, the brand story is the universal idea that inspires brand messaging and the marketing communications that flows from it.
Outcomes: Clarity and confidence on the universal archetypal theme, tone, personality that informs all brand messaging. Brands, just like people, have a voice – the tone, manner and personality of communication that distinguishes one personality from another.

Brand Voice is designed as an intensive one-day creative development workshop for corporate communications and marketing executives. Brand Voice builds upon the initial foundation established by the Brand Storytelling Workshop. First and foremost, a brand must tell the right story which is guided by the shared values and ideals established by the brand promise. The Brand Voice Workshop features a highly facilitated process that incorporates interactive discussion and consensus building team exercises. Defining the tone and manner in which your brand communicates with customers, retailers, employees, partners and diverse audiences. Outcomes: Clarity and confidence on the language, voice, tone and primary messaging that informs brand communications.
Well before actual development of a brand story, it is sensible and wise to consider the overarching strategy and implications of story development through a rich ideation process focused on story architecture.
Brand Story Architecture is an intensive one-day imagineering and strategy workshop designed for corporate communications, strategic communications and marketing executives.
The Brand Story Architecture workshop is designed to complement the outcomes generated by the prior workshops in this series. Human to Human connection: Identify strategies for how your products or service touch the lives of actual people.
The Blake Project is a leading brand consultancy with a history of helping brands overcome high-stakes marketing challenges, create new value and build an advantage in the minds of those most important to your brands future.
Please email me, Derrick Daye for more about how The Brand Storytelling Strategy Workshop Series can benefit your brand. It hints at an irony: a business model where the thing that makes you popular is not where you make the money. They need to be promoted, they need to be maintained, they need to be serviced … just to keep them going.
Start with the outcome, and then determine the level of energy required to achieve it, both in ideas and spend. Gourville, a Harvard Business School professor of marketing who specializes in studying pricing strategies. It seems we respond positively too to the suggestion of limitation – imposing a limit of two per customer or six per customer incentivizes people to buy right up to that limit.
Try with this, add that, good with three of those, best value when you buy six of them…and then look to put a limit on how many. Their study measured consumer attachment to brands based on eight emotions: understanding, approachability, relevance, admiration, curiosity, identification, empowerment and pride. As practitioners and educators we deliver interactive brand education workshops and keynote speeches designed to align individuals and organizations on essential concepts in brand management and empower them to release the full potential of their brands. Army and Wyndham Worldwide are some of the organizations that have turned to The Blake Project for help in meeting learning objectives. We focus on sharing thought provoking expertise that promotes an elevated conversation on brand strategy and brand management and fosters community among marketers. This is especially useful when managing a Branded House or Master Brand where there are various people in your organization that each run a small part of the brand. As Brands become more loved, they go beyond being just a product and they become an idea that fulfills consumers’ emotional needs in the consumers life. The big differences are the teams are smaller and the culture of each team usually follows that of the corporate name. I love great TV ads, I love going into grocery stores on holidays and I love seeing marketers do things I wish I came up with.
I pointed out the importance of simplifying the brand strategy process and focusing on the four “M’s” of getting More Customers to buy More Stuff for More Years and for More Money. Senior leaders of Fortune 500 Companies are well aware of the importance of strategic thinking in business.
By how much do you want your sales to grow in the next 12 Months, 24 Months, 48 Months and so on?
The next step in this process is for you to evaluate how you believe your brand is perceived in its current form, and then compare that to the desired perception you want your brand to include, both internally and externally. It is not always easy to get everyone to express themselves openly, nor is it always easy to fully define the golden threads of similarity between the data you gather from your employees, vendors, and customers. Outsourcing this strategic brand development can be a smart decision for more reasons than a lack of time.  Having a 3rd party to facilitate discussion among your key shareholders and to conduct “brand image” interviews can provide you with fresher, less biased observations and evaluations. But, leta€™s say that it is, that wea€™ve all got a solid digital strategy, that wea€™re using frameworks like RACE - are we done? And lastly, the brand has a strategy to support its commercial growth and to guide its implementation; strategies can and should change. A consistency of focus and delivery where the brand strategy provides filters for decision making across all channels, content development and how platforms such as social media are used.
This means effective integration of your brand across multiple on and offline touch-points is a pre-requisite to success, digital marketing is increasingly a dated if not misleading term. Promises and truths: Start internally with the essential basics, understanding clearly who you are, what youa€™re about, your purpose and what that means for internal culture, product and external communications. Deliver on those promises to achieve ROI: Seeing this through is real brand differentiation, a tangible means to gain loyalty and representing the best consumer behaviour change that we can hope to evoke, and a means to command a premium in the marketplace - thata€™s a bottom-line ROI to you and I.
I have also observed that in the mad rush to fill the digital void, a surprising number of companies lack a clear brand strategy does would allow them to fully leverage the power of their in-market activity. The Blake Project’s annual, fun, ‘Competitive-Learning’ event is about taking a deep dive into the best practices that result in strong brands.
The Un-Conference: 360 Degrees of Brand Strategy for a Changing World will challenge your thinking about brands and brand management. Storytelling has emerged as the valued currency of this vital new marketplace for capturing customer hearts and minds. They are designed and delivered using an accelerated learning format that stimulates key stakeholder involvement and interaction.
The nature of this workshop requires strategic decision making that is often the domain of executive and senior leadership most responsible for corporate communications, investor or public relations, marketing and brand management and marketing communications.
One-week advance preparation and one-week post-workshop review and consolidation period for The Blake Project.
An executive summary will be provided following the workshop that presents the core decisions from the session.
Brand Voice is a more specific and highly useful tool for marketers to create and manage the unique personality of their brands over time.
This workshop is designed to create the foundation of a strategic and differentiated brand voice that will help people in the organization tell the brand story in a consistent, coherent and compelling manner.
Participants will gain clarity and confidence in strategic and creative decisions as they develop the brand voice.
The dynamic range of your brand voice focuses on how far your brand voice can extend and still remain relevant and adaptable to different marketplace conditions. An executive summary will be provided following the workshop outlining the core decisions from the session. This workshop is designed to envision and evaluate the big ideas and implications early on the path to developing a compelling brand story. Participants will engage in a strategic and creative session designed to mature the brand storytelling framework and storytelling map into an actionable strategy. Key messaging and story line needs to be specific enough to be believable and universal enough to be relevant. The nature of this workshop requires strategic decision making that is often the domain of executive and senior leadership most responsible for corporate communications, marketing and brand management and marketing communications. Hatfield currently oversees Nike’s Innovation Kitchen as VP for Design and Special Projects.

I think it’s analogue – and by that I mean the things that are hard to reproduce and share quickly.
Sure, I can watch and share the videos but the atmosphere, the conversations, the networking – these are things that affect each attendee individually and so are impossible to reproduce generally. And the things that make you money are sufficiently removed or different from what makes you popular in order to be limited. The second statement begins with the outcome and attributes a required level of energy to achieve it.
It’s a little like saying that you’ll put a certain motor in a car and aim for it to reach a certain speed.
But it’s an approach that makes the creatives and the planners sweat because the emphasis is on actions and results rather than impressions. Consumers, he says, tend to follow the suggestions listed in brochures or store aisles, so people tend to buy the amount, or buy in increments, that are advertised. BSI is a service of The Blake Project, a leading brand consultancy based in the United States, serving marketers around the world. We offer innovative staffing solutions to Fortune 500 companies and some of the world's most iconic brands.
At the end of part one of this brand strategy development series, I began to discuss the benefits your company can enjoy if you grow a strong brand. Frustrated over the lack of attention and level of enthusiasm she was looking for in the marketing agencies she worked with, Kerry realized that there was a definite need for a full-service marketing firm that specialized in working with industrial companies. Ia€™d suggest far from it - and that there is a bigger issue at hand blocking your digital success, which is often surprisingly "missing-in-action" A and thata€™s a coherent brand strategy.
Consumers and users have more, integrated touch-points than ever across a€?digitala€™, a€?offlinea€™ and a€?mobilea€™ - where does each end?
Dona€™t just focus the external positioning and external brand expressions, this misses the whole point.
Think of the total online consumer experience, leveraging the a wide range of digital tools as is relevant to your brand and resources.
More importantly, for some companies that are digital in nature, this lack of brand vision impedes their ability to strategically chart out their product development roadmap or product portfolio management. Because depending on the arrival of the next big thing or that breaking wave, that hot new trend, the long-awaited demographic or anything else for that matter is conjecture. It is designed to help you develop strategies that will propel your brand to a leadership position or to assist you to maintain the leadership position you have worked so hard to achieve. To do that, we’ll put you in a team of 10 and offer you opportunities to compete, lead and learn alongside other marketers from around the world in a unique environment. Once again we have partnered with professional baseball’s Miami Marlins for a private team-building dinner as well as a game. Neuroscience now backs up the long-held belief that story is the most powerful means of communicating a message. The Emotive Storytelling™ process guides strategy and design of powerful messaging and stories that drive engagement and emotional connection to your brand. How this story is told verbally and visually is critical to the invention and transformation of an enduring brand.
This guidance document distills the essence of your brand story into a storytelling framework and storytelling map that will inform and guide future brand communications. Mood, tone and manner are required to say the right things, the right way, at the right time. This document serves as a tool for effective internal brand engagement and maintaining the consistency of your brand voice across the organization, delivering on your brand promise from the inside out.
This Brand Story Architecture workshop can be selected as a stand alone session independent of other workshops. This step also takes into consideration global requirements, regional variation, and cultural difference. This document serves as a guidance tool for effective for marketing communications and strategic communications teams.
If they see five for $5 or 10 for $5, they buy five or ten, regardless of the fact that they normally buy three. Ideally it is Qualitative (yet grounded in something) and quantitative (measurable) It should be motivating and enticing to get people focused. They map out a range of decision trees that intersect and connect by imagining how events will play out. If you haven’t read part one yet, this would be a good time to take a moment to review those brand strategy details and practice the exercises discussed. Why then would you not place a high level of importance on the strategy involving the face of your organization and how it is perceived, both internally and externally? She resolved that her clients would always receive the highest level of service possible and never feel like the last kid chosen for the team.
With mobile, and the work by Google on ZMOT we might say that wea€™re entering a post-digital era. The stronger your brand, the better position you are in to deliver on these three essentials.
These are real brand touch-points including websites, apps, social media channels, from online ads to billboards, broadcast, retail and real estate. Savvy marketers understand this and are moving their customers through powerful brand stories. Our extensive storytelling experience, storytelling science expertise and time proven insight combine to help your organization gain unique knowledge and take action using the newest advances in narrative communication and media psychology. Brand Voice focuses on “what you say and how you say it” in a manner that will resonate with target customers and be differentiated in the marketplace.
Brand Voice establishes the distinctive personality of your brand that builds deep emotional connections with customers, employees, strategic partners and stakeholders.
Once a book exists as a file or a link, reproduction time and difficulty of access plummets.
And you have to keep coming back and paying again and again to access more TED experiences. Disney beat everyone (OK, maybe that’s not so much of a surprise) and Apple came in at ninth (which certainly would surprise many). My background includes CPG marketing at companies such as Johnson and Johnson, Pfizer Consumer, General Mills and Coke.
We also have to foster community, manage user interaction and user-generated content as part of a growing brand footprint in on social platforms. Your customer does not see a difference in a€?channela€?, building a seamless experience of your brand that fits the audiencea€™s new reality is now essential. Each workshop in the brand storytelling series is designed to incrementally build on each other from story line to story voice to story architecture.
I’m now a marketing consultant helping brands find their love and find growth for their brands.
The disparate nature of digital requires we know and leverage our brand as the primary asset behind marketing planning, agree? Individual workshops can also be selected as stand alone sessions that deliver value in their respective mission areas. There are four main types of strategy: 1) consumer oriented 2) competitive oriented 3) operational and 4) financial.
The Brand Values become an extension of what the Brand Leader wants the brand to stand for.

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