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  • Brand Thinking by Marty Neumeier

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    516 vizualizări7 pagini
    The document discusses using brand strategy to thrive during economic downturns. It argues that merely cutting costs is not an effective strategy and that brand strategy is the best barrier against competition. The author presents four questions about focus, differentiation, trends, and communication that companies can answer to develop an effective brand strategy. Answering these questions will allow companies to not just survive recessions but strengthen their position for future growth.

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    Brand thinking by Marty Neumeier

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    Brand thinking by Marty Neumeier

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    The document discusses using brand strategy to thrive during economic downturns. It argues that merely cutting costs is not an effective strategy and that brand strategy is the best barrier against competition. The author presents four questions about focus, differentiation, trends, and communication that companies can answer to develop an effective brand strategy. Answering these questions will allow companies to not just survive recessions but strengthen their position for future growth.

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    © All Rights Reserved
    Descărcați ca PDF, TXT sau citiți online pe Scribd
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    516 vizualizări7 pagini

    Brand Thinking by Marty Neumeier

    Încărcat de

    porq
    The document discusses using brand strategy to thrive during economic downturns. It argues that merely cutting costs is not an effective strategy and that brand strategy is the best barrier against competition. The author presents four questions about focus, differentiation, trends, and communication that companies can answer to develop an effective brand strategy. Answering these questions will allow companies to not just survive recessions but strengthen their position for future growth.

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    © All Rights Reserved
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    STEAL THIS IDEA

    Brand Thinking
    BY MARTY NEUMEIER

    The stock market is spiraling downwards. Large institutions are looking


    for handouts. Corporations are cutting head counts. Budgets are slashed
    to the bone. Time to huddle in the basement? Not if you want to thrive in
    the next economy.

    LIQUIDAGENCY.COM

    SOURCE: Z AG BY MA RT Y NEUMEIER

    If your strategy for surviving the recession is to hunker down and try harder,
    you dont have a strategy. You have a bomb shelter. And a bomb shelter wont
    save you from the fundamental changes shaking the business worldnamely,
    unprecedented speed and overwhelming choice. When customers have nearly
    unlimited options and competitors play a perpetual game of leapfrog, the only
    real barrier to competition is brand strategy.
    Brand strategy is really just a way of thinking about business. And since
    thinking is virtually free, it requires little in the way of special funding. Here
    are four questions to help you work through the recession, along with a
    simple chart to start the conversation among your team.

    LIQUIDAGENCY.COM

    SOURCE: Z AG BY MA RT Y NEUMEIER

    mm
    o
    C

    u nic at

    FOCUS

    DIFFERENCE

    STAGE-GATE INNOVATION

    ion

    TREND

    c
    When focus is paired with differentiation,
    supported by a trend, and surronded by
    compelling communications, you have the basic
    ingredients for a forward-thinking brand.

    LIQUIDAGENCY.COM

    SOURCE: Z AG BY MA RT Y NEUMEIER

    1. What makes you different?


    The active ingredient in any brand is differentiation. If its not different, its not
    strategic. What can you do to increase your difference? How can you make
    your difference more meaningful and compelling?
    2. How well are you focused?
    Without focus, customers will have a hard time seeing your difference. What
    makes you the only in your category? Which of your offerings best support
    your difference? Which should be cut to make your focus stronger? What new
    offerings could be added as you pick up momentum?

    LIQUIDAGENCY.COM

    SOURCE: Z AG BY MA RT Y NEUMEIER

    3. What trend are you riding?


    Tomorrows economy will create new trends. What wave are you riding? Is it
    a wave thats still forming, or one thats already crashed on the shore? Is it
    possible to ride more than one trend at a time? What new trends are barely
    visible yet inevitable?
    4. Are you communicating clearly?
    Good strategy paired with poor messaging is no better than poor strategy.
    What messages are your various constituents hearing from you? Do all your
    brand stories add up to one big story? Is your big story clear enough and bold
    enough to earn a place in their minds?
    If you can respond to these four questions in a compelling manner, youll not
    only survive the recession, but be in a stronger market position when the dust
    settles. All it takes is the right kind of thinking.

    LIQUIDAGENCY.COM

    SOURCE: Z AG BY MA RT Y NEUMEIER

    Find more Marty Neumeier ideas to steal at


    liquidagency.com/blog

    LIQUIDAGENCY.COM

    SOURCE: Z AG BY MA RT Y NEUMEIER

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