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27 Cards in this Set
- Front
- Back
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Brands are...
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Psychological concepts held in the minds of the public, where they may stay forever.
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If you can't control a brand, what can you do?
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At best you only guide and influence it.
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Good brands make...
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an emotional connection with customers
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Mantra
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an essence and an ethos which defines who you are to your core customers, potential customers, and employees
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Brands need to be more concerned about...
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relevance and resonance than awareness
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How do brands achieve an emotional connection with customers?
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Mass customization
Staying at the cutting edge Constantly reinventing and refreshing themselves Consistently evolving marketing communications |
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Brands are important because
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Build up a reservoir of goodwill
If customers have a great experience, they are predisposed to do more business with that brand Brands are living concepts, so some elements that go into them are purely emotional and often irrational Brands have karma |
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What do the best brands start out with?
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A focus on building a great – and profitable – product or service and an organization that can sustain it.
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Brands reflect everything a company does as well as....
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what it elects not to do
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Nike's Mantra
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“Authentic athletic performance”.
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Disney's Mantra
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“Fun family entertainment.”
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Starbucks' Mantra
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Rewarding Everyday Moments
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What kind of process should growing a brand be?
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An intuitive process
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Six potential methods to growing a brand intelligently
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Co-branding and strategic alliances
Brand Extensions New distribution channels Additional product categories Sub-branding Acquisitions |
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3 main pitfalls to avoid in any attempt to grow a brand
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Never take your eyes off the ball
Never ignore the impact of "profit improvement programs" Don't expect success in one business field to guarantee success in another |
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“brand environmentalist”
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Someone who accepts responsibility for protecting the brand and presenting it in the best possible light at all times.
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Brand development should be under the stewardship of...
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a chief brand officer (the brand's conscience)
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Four cornerstones of great brands
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create a great product
build a great work place hire exceptional people deliver shareholder value |
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seven core values of all great brands
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simplicity
patience relevance accessibility humanity omnipresence innovation |
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mass customization
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combine the efficiencies of mass production and mass distribution with the ability to make numerous adjustments to the core product to meet customer preferences.
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Brands need to be more concerned about...
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relevancy and resonance than awareness
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A brand's history holds the key to...
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how to grow it effectively in the future
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Just because you can expand a brand...
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doesn't mean you should
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When it comes to building brands...
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everything you do matters
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Who brings brands to life and what do brands need?
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Humans bring brands to life and every brand needs good long-term parents.
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The mark of greatness for any brand...
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is when people and principles come before profits
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Great brands are distinguished by...
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Relevance, simplicity and humanity. Not technology.
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