The Brand Gap GUIDE 6up

HOW TO BRIDGE
THE DISTANCE
BETWEEN
A VISUAL PRESENTATION BY MARTY NEUMEIER
BUSINESS STRATEGY
AND DESIGN
NEUTRONLLC.COM
WHAT YOU’LL LEARN:
Produced by NEUTRON LLC 1 A modern definition of brand

in partnership with NEW RIDERS PUBLISHING
and THE AMERICAN INSTITUTE OF GRAPHIC ARTS 2 The five disciplines of brand-building
Copyright © 2003 Neutron LLC. For educational use only. No part of this presentation may
be published, sold, or otherwise used for profit without the written permission of the author.
NEUTRONLLC.COM
READY?
LET’S START BY DISPELLING SOME MYTHS.
NEUTRONLLC.COM NEUTRONLLC.COM
1
FIRST
A brand is not a logo.
NEUTRONLLC.COM
SECOND
A brand is not an identity.
NEUTRONLLC.COM
X
FINALLY
A brand is not a product.
2
So what exactly
is a brand?
A BRAND IS A PERSON’S
GUT FEELING ABOUT
A PRODUCT, SERVICE,
OR ORGANIZATION.
In other words…
IT’S NOT WHAT YOU SAY IT IS. IT’S WHAT THEY SAY IT IS.
3
WHY IS BRANDING SO HOT?
1 People have too many choices and too little time
2 Most offerings have similar quality and features

THERE ARE 1,349 CAMERAS ON THE MARKET.
HOW DO YOU DECIDE WHICH ONE TO BUY?
3 We tend to base our buying choices on trust
TRUST
$
Does a brand have a dollar value?
AND HOW.
4
5 ways to measure brand value:
THIS SELECTION FROM INTERBRAND’S TOP 100 LIST
SHOWS WHY BRANDS ARE WORTH PROTECTING:
1 PRICE PREMIUM 2001 % CHANGE BRAND VALUE

BRAND BRAND VALUE BRAND VS. AS % OF
NAME ($MM) PREVIOUS YEAR MARKET CAP
2 CUSTOMER PREFERENCE COCA-COLA

MICROSOFT
68,945
65,068
-5%
-7%
61%
17%
IBM 52,752 -1% 27%
FORD 30,092 -17% 66%
MERCEDES 21,728 +3% 48%
3 REPLACEMENT COST HONDA 14,638 -4% 33%

BMW 13,858 +7% 62%
KODAK 10,801 -9% 82%
GAP 8,746 -6% 35%
NIKE 7,589 -5% 66%
4 STOCK PRICE PEPSI 6,214 -6% 9%
XEROX 6,019 -38% 93%
APPLE 5,464 -17% 66%
STARBUCKS 1,757 +32% 21%
5 FUTURE EARNINGS
COKE’S MARKET CAP,

INCLUDING BRAND VALUE:
$120 BILLION
The main purpose of branding is to get

WITHOUT THE BRAND,
COKE’S GLASS WOULD
more people to buy more stuff
BE HALF EMPTY.
for more years at a higher price.
COKE’S MARKET CAP,
NOT INCLUDING BRAND VALUE:
$50 BILLION
B
S=
Brand
BANG
NEUTRONLLC.COM
b
SUCCESS
BUCK
NEUTRONLLC.COM
Business
5
PREDICTION PROBLEM
In most companies, STRATEGY

BRAND WILL BECOME THE MOST POWERFUL
STRATEGIC TOOL SINCE THE SPREADSHEET.
is separated from CREATIVITY by a wide gap.
STRATEGIC THINKERS CREATIVE THINKERS

DOES THE LEFT BRAIN KNOW WHAT THE RIGHT BRAIN IS DOING?
Analytical Intuitive
Logical Emotional
Linear Spatial
Numerical Visual
Verbal Physical
A CHARISMATIC BRAND is any product,

service, or organization for which
people believe there’s no substitute.
When both sides work together,

you can build a charismatic brand.
6
QUIZ : NEUTRONLLC.COM
QUIZ : NEUTRONLLC.COM
Which of these brands are charismatic? Which of these brands are charismatic?
AMAZON HITACHI OXO GOODGRIPS AMAZON HITACHI OXO GOODGRIPS
APPLE HOME DEPOT PEPSI-COLA APPLE HOME DEPOT PEPSI-COLA

BURGER KING IKEA PRELL BURGER KING IKEA PRELL
COLDWATER CREEK KMART RCA COLDWATER CREEK KMART RCA
DASANI KRISPY KREME REEBOK DASANI KRISPY KREME REEBOK

DISNEY LEVI’S RUBBERMAID DISNEY LEVI’S RUBBERMAID
DK BOOKS LONGS DRUGS SAFEWAY DK BOOKS LONGS DRUGS SAFEWAY
EVEREADY MACY’S SAMSUNG EVEREADY MACY’S SAMSUNG
FORD MINI COOPER SEARS FORD MINI COOPER SEARS

GENERAL ELECTRIC NEWSWEEK SOUTHWEST AIRLINES GENERAL ELECTRIC NEWSWEEK SOUTHWEST AIRLINES
GOOGLE NISSAN UNITED ARTISTS GOOGLE NISSAN UNITED ARTISTS
HANES NORDSTROM VIRGIN HANES NORDSTROM VIRGIN
NEUTRONLLC.COM
Any brand can be charismatic.

EVEN
NEUTRONLLC.COM YOURS.
But first,
you have to master the FIVE DISCIPLINES OF BRAND-BUILDING .

DISCIPLINE 1: DIFFERENTIATE
7
WE’RE HARDWIRED TO NOTICE ONLY WHAT’S DIFFERENT.
SOLUTION:
FEATURES BENEFITS EXPERIENCE IDENTIFICATION

“What it is” “What it does” “What you feel” “Who you are”
BE DIFFERENT. 1900 1925 1950 2000
Marketing today is about creating tribes.
People join different tribes for different activities. ON SUNDAYS THEY WORSHIP HARLEY,
GOD OF THE OPEN ROAD.
DRIVING VOLKSWAGEN
READING AMAZON
COMPUTING DELL
SPORTS NIKE
COOKING WILLIAMS-SONOMA
BANKING CITIBANK
TRAVEL ORBITZ
8
NEUTRONLLC.COM
1 FOCUS
The three most important words in differentiating your brand: NEUTRONLLC.COM
2
FOCUS 3
FOCUS
THE FOCUS TEST:
1 Who are you?
IS THIS HOW YOUR CUSTOMERS SEE YOU? 2 What do you do?
3 Why does it matter?
9
NEUTRONLLC.COM
Unless you have compelling answers to these questions,
you need more focus.
The most common reason for loss of focus

NEUTRONLLC.COM is ILL-CONSIDERED BRAND EXTENSIONS.
EXAMPLE:
FOCUSED PORSCHE = SPORTS CARS
UNFOCUSED PORSCHE = SPORTS CARS + SUVS
EXAMPLE: NEUTRONLLC.COM
DISCIPLINE 2: COLLABORATE
THE GOOD GRIPS BRAND HAS GROWN STRONGER WITH EVERY BRAND EXTENSION. NEUTRONLLC.COM
10
NEUTRONLLC.COM
LIKE BUILDING
A CATHEDRAL,
BUILDING A BRAND
IS A COLLABORATIVE
PROJECT.
It takes a village
NEUTRONLLC.COM to build a brand.
THERE ARE THREE BASIC MODELS The ONE-STOP SHOP NEUTRONLLC.COM
FOR ORGANIZING BRAND COLLABORATION: contains the resources C R E AT I V E

SERVICES
A DV E RT I S I N G
to develop and DIRECT

RESPONSE
steward the brand. RESEARCH

POP
D I S P L AY S
EXHIBITS
PUBLIC
IDENTITY
R E L AT I O N S SUPPLIERS
EVENTS PRODUCT
DESIGN
PROMOTIONS
P U B L I C AT I O N S BRAND
ST R AT E G Y
WEB
DESIGN
NAMING
PA C K A G I N G
ANNUAL
REPORTS
C O M PA N Y
NEUTRONLLC.COM
ONE-STOP SHOP SCORECARD

The BRAND AGENCY POP
NEUTRONLLC.COM
hires best-of-breed
D I S P L AY S
C R E AT I V E
SERVICES
firms to help develop IDENTITY
RESEARCH
and steward the brand.

DIRECT
RESPONSE
A DV E RT I S I N G
ANNUAL
REPORTS
SUPPLIERS
Easy to manage Little choice of teams EVENTS
BRAND AGENCY PROMOTIONS
Promise of consistency Little ownership of brand NAMING

BRAND
S T R AT E G Y
PA C K A G I N G
P U B L I C AT I O N S
PRODUCT
WEB DESIGN
DESIGN
PUBLIC
R E L AT I O N S
EXHIBITS
C O M PA N Y
NEUTRONLLC.COM
11
BRAND AGENCY SCORECARD The INTEGRATED MARKETING TEAM
is managed internally with open
collaboration among C R E AT I V E
S E RV I C E S
A DV E RT I S I N G
best-of-breed specialists.
RESEARCH
DIRECT
RESPONSE
ANNUAL IDENTITY
REPORTS
Choice of teams Little ownership of brand EVENTS

POP
D I S P L AY S
Promise of consistency EXHIBITS
C O M PA N Y SUPPLIERS
PUBLIC
R E L AT I O N S
PROMOTIONS
WEB
DESIGN
PA C K A G I N G
BRAND
P U B L I C AT I O N S S T R AT E G Y
NAMING PRODUCT
DESIGN
INTEGRATED MARKETING TEAM SCORECARD
Choice of teams Difficult to manage

Promise of consistency
Ownership of brand
IN REALITY, COLLABORATIVE
NETWORKS AREN’T THAT SIMPLE.
Collaborative networks are not new.
and
that’s OK.
12
A successful model has existed for years.
JOEL DARTMOUTH
Smoocher Boy KELLY MARIN
Agent Sims TREVOR CARMICHAEL
Like building a cathedral, Agent Townsend

Agent Kruzic
Dijon
JOHN T. LANDON
SHARON BONDLY
PAUL DERAIN
making a movie takes

Jean-Michel JACQUES SOUVERAIN
Keynes MICHAEL BRAND
Corelli STEVEN GOLDSTEIN
Johnston
hundreds of collaborators.
TRENT LOCKART
Billie JACKSON BARNES
Guards JOSEPH AKIO
TERENCE BRADLEY
MO DERENI
ROBERT UNDERHILL
KEN SILVER
Librarian HILARY PROPRIATO
Field Officer MICHAEL O. KELL
Bus Driver HECTOR ABONDAS
Night Guard NORMAN BRIER
Meter Maid STACY BRECKSTEIN
First Detective JOE KALEY
Second Detective BRIAN BELSEN
Beat Cop ABRAHAM LENDER
Parking Cop T. T. MCBRIDE
Helicopter Pilot VAN DERICKE
First Old Man JOHN R. CARLSON
Second Old Man VICTOR AMOS
Tax Collector SEAN O' KENNA
Stunt Coordinator JEFFREY ROCKEN
Assistant Stunt Coordinator DARREL TOM
Stunt Doubles Carlos

GEOFF WRIGHT
MARK CONTADINA
Mariana SUE SKENNIAN
Ajax CHARLIE MARQUETTE
Sgt. Santos VICTOR BANERAS
Carter F. C. CAMERON
Smoocher Boy TELLIE PANOPOULIS
Agent Sims MARTIN AIRES
Agent Townsend STEFAN C. KAISER
Dijon BILL MOORE
Stunts
STEVE ADRIAN BENJAMIN BARKELEY TONY BEAUJOLAIS
BOB CARTER GORDON COLERIDGE IVAN DEVERSON
MICKEY DISANTIS JILLIAN DRUCKER JOE EVANS
MIKE FLANAGAN BILL GEORGE JULIA HARRISON
GEOFF IPSWICH MICHAEL KANTER KENNETH KITTRIDGE
BARRIE LAWRENCE TERRY LEVINSON TED MARSTEN
JACKIE MACDOUGAL GREG NEVILSON BOB OSBORNE
JAMES PETRICKE PETE POLSON RAY TELSON
MARY STAUFFACHER FREDDIE STEEN CAB UPTON
CORNELIA THERRIEN JEREMY TRICKETT PETER YOUNG
RAUL VALERIA RONALD DEAVER-WEBB ROBERT G. RUNYAN
Hong Kong Kung Fu Team

YUAN Tiger CHU CHEN Dragon SEN
Dig Composite Supv TIM CURRIE

Manners and Modes Supervisor FRANCIE MAS
Storyboard Artists CAREN THOMASON DONALD VERES
MIGUEL TRASERO Digital Compositors DAVID HUSSEIN
FRANCES CHU BRIDGET QUESTED
PEDRO BOGANILLO Background Artists FRANCESCA ROTI
Art Department Researcher NUALA CORIAN GREG STONE
CGI Lead Animators WILL SUTTON
Art Department Coordinator TRACY COLLISTON
Conceptual Designer SERGIO MOLO INGE JOHANSSON
CGI Animators DREW CRAIN
Graphics BENJAMIN HIRASUNA
Illustrator STEPHANIE RAND URSULA BIERSCH
Set Designers GERI DEMONDE
STELLAN GRETZKE
VISUAL LOGIC, LLC
MADELINE BARR
LANCE DUNSTABLE VFX Supervisor JARED BAGMAN
MARCO DIPAOLO Programmer KAROL CONST
DEN MCENERY System Admin RANDY HARDWICK
Set Decorators LISA BARHAM Production Admin MAL GERICKE
DRU LEE MANNING Production Aide CASS MONAHAN
CARRIE DUNE Producer PATRICE ARNEM
Script Supervisor MARIE BELLEAU Scene Graphics PEDRO CARILLO
Camera Operator PAUL POLITO CGI Artist Coord SANDY PRIESTLY
Steadycam Operator ROCK HANDLER CGI Artists JOHN LANGORF
1st Assistant Camera GORDON ALBRIGHT BRENDA CALE
2nd Assistant Camera CRIS MORTEN CGI Designer MARK THOMAS
Still Photographer BARRIE M. HORST KYLE M. SULLIVAN
Sound Recordist JACOB TREIB Compositors PATRICK MAHONEY
Boom Operators HORACE STEIN STAV PROMIDES
THOM CARRABINE MARGRIET BILL
Video Operator ART KELLEHER TANIA SHAUB
LUCIANO PROPRIO BENNET JURIAN
Props DAVID BELL I/O Supervisor CHUCK TRALIK
Property Master ZUZU MANHEIM Assorted Visual Effects PENNY GARCIA
KAREN CAROLUS Color Toner GRAYSON TRUE
J. D. WHEATLY Negative Cutter SLIM DELGADO
Action Vehicle Coordinators WILLIAM TREVANT Titles Designed by BATOUTAHELL, INC
Gaffer STU JEFFERSON Opticals by PACIFIC DREAMS, LLC
Best Boy JOSH KNIPPLE Soundtrack Album on ARTISTIC RECORDS, INC.
Rigged Gaffers COLIN FARRINGDON Microscopic Cinematography by JAY FLAMMER
PETER STANISLOV
KIT GOINES
BENNIE JAMESON
RICK DEMIS `The Producers Wish to Thank the Following
STANLEY FREY NASA
G. G. NEWMAN CITY OF NEW YORK
Key Grip DAVID WEINBERG THE MARITIME CENTER OF SYDNEY
Head Grip RICKY MONROE LOS ANGELES POLICE
Dolly Grips WILLI STRASBURG THE CITY OF BEND, OREGON
STAN BENTON SULTAN OF BRUNEI
CHARLES CRIVORN
NORM LOFGREN Filmed on Location in
VIC DOLAN CAPE KENNEDY
GIORGIO VIVATO NEW YORK CITY
Rigging Grip TEL STEPHENOPOLIS SYDNEY, AUSTRALIA
Make-up Artists TRINI GONZALEZ LOS ANGELES, CALIFORNIA
MARCI STEIN BEND, OREGON
BELINDA MCNAIR
CARI DUNN Filmed with OMNIVISON Cameras and Lenses
NEUTRONLLC.COM NEUTRONLLC.COM Color by COLORLAB, INC.
MICHELLE TONAS
ROBERTO BELLINI
TRICIA RARIO Prints by VISTACHROME
13
IN THE 1990s, EXAMPLE:
The Netscape brand was built

on the Hollywood model.
CREATIVE COLLABORATION SPREAD TO BRAND-BUILDING.
MYTH: FACT:
Wide experience
leads to deep insights.
Deep insights come
from deep experience.
14
WHY?
Because
the mathematics of collaboration
is nothing less than
MAGIC.
DISCIPLINE 3: INNOVATE Execution—

not strategy—is where the rubber meets the road.
Why do companies have so much trouble with creativity?
Because creativity is right-brained,

and strategy is left-brained.
CREATIVITY IS WHAT GIVES BRANDS THEIR TRACTION IN THE MARKETPLACE.
15
V Z
A B C D D
STRATEGIC THINKING Q
CREATIVE THINKING
THE REASON THE BEATLES WERE WILDLY SUCCESSFUL

IS BECAUSE “THEY NEVER DID THE SAME THING ONCE.”
QUESTION: ANSWER: NEUTRONLLC.COM
How do you know when an idea is innovative?

WHEN IT SCARES THE HELL OUT OF EVERYBODY.
NEUTRONLLC.COM
16
To begin with,
the brand needs a stand-out name.

TOO PREDICTABLE = NO SURPRISE
NO SURPRISE = NOTHING NEW
NOTHING NEW = NO VALUE
The seven criteria of a stand-out name:
1 DISTINCTIVENESS
2 BREVITY
3 APPROPRIATENESS
A GREAT NAME deserves GREAT GRAPHICS .
4 EASY SPELLING AND PRONUNCIATION
5 LIKABILITY
6 EXTENDABILITY
NEUTRONLLC.COM 7 PROTECTABILITY NEUTRONLLC.COM
NEWS LOGOS ARE DEAD. LONG LIVE ICONS AND AVATARS!

An ICON is a name and visual symbol
that suggests a market position.
FLASH!
NEUTRONLLC.COM
17
NEUTRONLLC.COM
EXAMPLE:
An AVATAR is a brand icon that

can move, change, and operate
freely in various media.
CBS. The network for “eye-popping” television.
EXAMPLE: For products that sell at retail,
CINGULAR : The “self-expression” cellular service.
the package
NEUTRONLLC.COM NEUTRONLLC.COM is often the best and last chance to make a sale.
The hardest-working packages follow

a natural reading sequence.
By presenting information
THE SHOPPER :
to match this sequence,
1 Notices the package
a package can sell the
2 Asks “What is it?”
product more effectively.
3 Wonders “Why should I care?”
4 Wants to be persuaded
5 Needs proof
18
If you communicate with your customers NEUTRONLLC.COM
ONLINE , your website needs to follow

a SIMILAR reading sequence, one that
supplies users with ONLY the information
they need, instead of trying to squeeze
Does our website look
EVERYTHING onto the home page
fat
LIKE THIS and making your users do
ALL the work, which will undoubtedly
cause them to LEAVE, when all you
really have to do is ask yourself this
in this dress?
SIMPLE QUESTION : NEUTRONLLC.COM
WHY?
Too many websites are bloated with irrelevant information.
1 TURFISMO
(Every department wants to be on the home page)
2 FEATURITIS
(Inexperienced communicators believe more is better)
19
QUIZ:
Which of these sites looks easier to use?
3 TECHNOPHOBIA
(Experienced communicators resist new media)
means bringing the

DISCIPLINE 4: VALIDATE
VALIDATION
audience into the creative process.
20
SENDER
S ENDER MESSAGE
M ESSAGE RECEIVER
R ECEIVER SENDER
S ENDER MESSAGE
M ESSAGE RECEIVER
R ECEIVER
THE OLD COMMUNICATION MODEL WAS A MONOLOGUE. THE NEW COMMUNICATION MODEL IS A DIALOGUE.
QUESTION: HINT: NEUTRONLLC.COM
How can you test your most creative ideas

BEFORE they get to market?
Not with large
quantitative studies
NEUTRONLLC.COM
or focus groups.
QUANTITATIVE STUDIES BURY THE PROBLEM IN HEAPS OF UNHELPFUL DATA.
FOCUS GROUPS WERE INVENTED TO FOCUS

THE RESEARCH, NOT BE THE RESEARCH.
21
THE BEST TESTS ARE
CHEAP,
QUICK, Better a rough answer to the right question
AND
DIRTY.
than a detailed answer to the wrong question.
NEUTRONLLC.COM
If the names and graphics of two trademarks are

better when swapped, then neither is optimal.
NEUTRONLLC.COM
EXISTING TRADEMARKS WITH NAMES SWAPPED
22
If you can’t tell who’s talking when the trademark
is covered, then the brand’s voice is not distinctive.
CHEAP-QUICK-DIRTY TEST 2:
The HAND TEST is a proof for a distinctive voice.
CHEAP-QUICK-DIRTY TEST 3:
The FIELD TEST is a proof for any concept

that can be prototyped.
SHOPPERS CHARACTERIZED
THE PACKAGE CONCEPT
ON THE MIDDLE-RIGHT SHELF
AS “A FASTER PENCIL.”
BINGO.
If your audience can’t verbalize your concept,

you’ve failed to communicate it.
23
Field tests measure five things:
1 DISTINCTIVENESS
2 RELEVANCE
TESTING MIGHT HAVE SAVED SOME OF THESE COMPANIES FROM THE GREAT SWOOSH EPIDEMIC.
3 MEMORABILITY
4 EXTENDABILITY
5 DEPTH OF MEANING
NEUTRONLLC.COM
HAS THE GLOBE BECOME THE NEW SWOOSH?
DISCIPLINE 5: CULTIVATE
Business is a process, not an entity.
A living brand is a pattern of behavior,

not a stylistic veneer.
24
C. D. E.
Brands are like people.

IF PEOPLE CAN CHANGE THEIR CLOTHES WITHOUT CHANGING THEIR CHARACTERS…
WHY CAN’T BRANDS?
IF A BRAND LOOKS LIKE A DUCK AND SWIMS

LIKE A DOG, PEOPLE WILL DISTRUST IT.
25
So let’s say you’ve
DIFFERENTIATED,
+
COLLABORATED,
INNOVATED, YOU’VE ADDED THE LEFT BRAIN TO THE RIGHT BRAIN.
AND VALIDATED.
+ +
YOU’VE USED TESTING TO BANISH THE FEAR OF STUPID.
What’s your next move?
Your brand is now NUMBER ONE in its category.
26
PASS OUT THE COMPASSES.
What’s a compass?
A continuing brand education program.
The more
D I S T R I B U T E D
a brand becomes,
the stronger its management needs to be.
27
What your company needs is a CBO, THE CBO FORMS A HUMAN BRIDGE BETWEEN LOGIC AND MAGIC, STRATEGY AND DESIGN.
or CHIEF BRANDING OFFICER .
C U LT I V AT I O N D I F F E R E N T I AT I O N
V A L I D AT I O N C O L L A B O R AT I O N
I N N O V AT I O N
BY MASTERING THE FIVE DISCIPLINES OF BRANDING, THE COMPANY CREATES A VIRTUOUS CIRCLE.
WITH EVERY TURN AROUND THE CIRCLE, THE VALUE OF THE BRAND SPIRALS HIGHER.
YOU BUILD A sustainable competitive advantage.
28

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HOW TO BRIDGE

WHAT YOU’LL LEARN:

Produced by NEUTRON LLC 1 A modern definition of brand

LET’S START BY DISPELLING SOME MYTHS.

1 People have too many choices and too little time

2 Most offerings have similar quality and features

1 PRICE PREMIUM 2001 % CHANGE BRAND VALUE

2 CUSTOMER PREFERENCE COCA-COLA

3 REPLACEMENT COST HONDA 14,638 -4% 33%

COKE’S MARKET CAP,

The main purpose of branding is to get

In most companies, STRATEGY

STRATEGIC THINKERS CREATIVE THINKERS

A CHARISMATIC BRAND is any product,

When both sides work together,

AMAZON HITACHI OXO GOODGRIPS AMAZON HITACHI OXO GOODGRIPS

APPLE HOME DEPOT PEPSI-COLA APPLE HOME DEPOT PEPSI-COLA

COLDWATER CREEK KMART RCA COLDWATER CREEK KMART RCA

DASANI KRISPY KREME REEBOK DASANI KRISPY KREME REEBOK

DK BOOKS LONGS DRUGS SAFEWAY DK BOOKS LONGS DRUGS SAFEWAY

EVEREADY MACY’S SAMSUNG EVEREADY MACY’S SAMSUNG

FORD MINI COOPER SEARS FORD MINI COOPER SEARS

GOOGLE NISSAN UNITED ARTISTS GOOGLE NISSAN UNITED ARTISTS

HANES NORDSTROM VIRGIN HANES NORDSTROM VIRGIN

Any brand can be charismatic.

you have to master the FIVE DISCIPLINES OF BRAND-BUILDING .

FEATURES BENEFITS EXPERIENCE IDENTIFICATION

BE DIFFERENT. 1900 1925 1950 2000

Marketing today is about creating tribes.

The three most important words in differentiating your brand: NEUTRONLLC.COM

THE FOCUS TEST:

1 Who are you?

IS THIS HOW YOUR CUSTOMERS SEE YOU? 2 What do you do?

3 Why does it matter?

Unless you have compelling answers to these questions,

you need more focus.

The most common reason for loss of focus

FOCUSED PORSCHE = SPORTS CARS

UNFOCUSED PORSCHE = SPORTS CARS + SUVS

FOR ORGANIZING BRAND COLLABORATION: contains the resources C R E AT I V E

to develop and DIRECT

steward the brand. RESEARCH

ONE-STOP SHOP SCORECARD

firms to help develop IDENTITY

and steward the brand.

Easy to manage Little choice of teams EVENTS

BRAND AGENCY PROMOTIONS

Promise of consistency Little ownership of brand NAMING

Choice of teams Little ownership of brand EVENTS

Promise of consistency EXHIBITS

INTEGRATED MARKETING TEAM SCORECARD

Choice of teams Difficult to manage

Collaborative networks are not new.

Like building a cathedral, Agent Townsend

making a movie takes

Stunt Doubles Carlos

Hong Kong Kung Fu Team

Dig Composite Supv TIM CURRIE

The Netscape brand was built

CREATIVE COLLABORATION SPREAD TO BRAND-BUILDING.

DISCIPLINE 3: INNOVATE Execution—

Why do companies have so much trouble with creativity?

Because creativity is right-brained,

THE REASON THE BEATLES WERE WILDLY SUCCESSFUL