1618 x hkpc_work_shop

© 1.618 Limited / 2013 all rights reserved

PROJECT BRIEFING | 1618BX Chamber Logo

00. SUCCESSFUL BRAND BUILDING

HKPC | 25/01/20213 - Gianluca Cinquepalmi

© 1.618 Limited / 2013 all rights reserved

HKPC | 25/01/20213 - Brand Guru Workshop Series - DATE | 25.01.2013

01. WHY THEM ?

© 1.618 Limited / 2013 all rights reserved

HKPC | 25/01/20213 - Brand Guru Workshop Series - DATE | 25.01.2013

02. WHY BRANDING IS SO IMPORTANT TODAY?

- I -Industrial society

(Functional value)

Vs

Post modern society

(Symbolic value )

- II -Not a choice

(define and manage)

Vs

Public Opinion

(Other define it for you )

- III -extremely complex and

connected world

Vs

Original and

memorable message

© 1.618 Limited / 2013 all rights reserved

03. WHAT IS BRANDING ?

— G.Cinquepalmi, founder and MD

HKPC | 25/01/20213 - Brand Guru Workshop Series - DATE | 25.01.2013

Branding is the systematic approach of finding the perfect balance of Rational and Emotional values that a company or organization shares with its consumer or public.

Sustainably Growing: Culturally, Socially and Financially.

“

”

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03.1 WHAT WE DISCOVERED:

HKPC | 25/01/20213 - Brand Guru Workshop Series - DATE | 25.01.2013

1.618 WŭXíng Branding model -

© 1.618 Limited / 2013 all rights reserved

CHARISMA 木

HKPC | 25/01/20213 - Brand Guru Workshop Series - DATE | 25.01.2013

05. THE JOURNEY...

© 1.618 Limited / 2013 all rights reserved

CHARISMA 木

DESIRE 火

HKPC | 25/01/20213 - Brand Guru Workshop Series - DATE | 25.01.2013

05. THE JOURNEY...

© 1.618 Limited / 2013 all rights reserved

CHARISMA 木

DESIRE 火

BELONGING 土

HKPC | 25/01/20213 - Brand Guru Workshop Series - DATE | 25.01.2013

05. THE JOURNEY...

© 1.618 Limited / 2013 all rights reserved

CHARISMA 木

DESIRE 火

BELONGING 土TRUST 金

HKPC | 25/01/20213 - Brand Guru Workshop Series - DATE | 25.01.2013

05. THE JOURNEY...

© 1.618 Limited / 2013 all rights reserved

CHARISMA 木

DESIRE 火

BELONGING 土TRUST 金

CONSISTENCY 水

HKPC | 25/01/20213 - Brand Guru Workshop Series - DATE | 25.01.2013

05. THE JOURNEY...

© 1.618 Limited / 2013 all rights reserved

CHARISMA 木

DESIRE 火

BELONGING 土TRUST 金

CONSISTENCY 水

HKPC | 25/01/20213 - Brand Guru Workshop Series - DATE | 25.01.2013

05. THE JOURNEY...

Ability of: being unique

... engaging public

... creating a compelling story

... being delight full & relevant

... continuously renewing themselves

© 1.618 Limited / 2013 all rights reserved

BEYOND BRANDING

06. WHAT IF ...

HKPC | 25/01/20213 - Brand Guru Workshop Series - DATE | 25.01.2013

© 1.618 Limited / 2013 all rights reserved

06. BUSINESS MODEL - how do we make money?

Business model generation - Alex Osterwalder

HKPC | 25/01/20213 - Brand Guru Workshop Series - DATE | 25.01.2013

© 1.618 Limited / 2013 all rights reserved

Revenue Streams

Distrib. Channels

Customer Relationships Customer SegmentsValue PropositionsKey ActivitiesKey Partners

Key Resources

Cost Structure

06. IS IT A LINEAR SYSTEM ?

BRAND

HKPC | 25/01/20213 - Brand Guru Workshop Series - DATE | 25.01.2013

© 1.618 Limited / 2013 all rights reserved

Revenue Streams

Distrib. Channels

Customer Relationships Customer SegmentsValue PropositionsKey ActivitiesKey Partners

Key Resources

Cost Structure

07. WHAT IS THE BUSINESS IMPACT OF BRANDING

+FOCUS

+Vertical growth

Position and

target

Optimized

channels

PREMIUM / PUNCTUAL PRICING-EXTENSION

Better

resources

SustainableGrowth

Sharing / cost optimizations

HKPC | 25/01/20213 - Brand Guru Workshop Series - DATE | 25.01.2013

© 1.618 Limited / 2013 all rights reserved

AT WORK!

HKPC | 25/01/20213 - Brand Guru Workshop Series - DATE | 25.01.2013

07. DEMOS

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08. LET’S CREATE A BRAND ... ACTUALLY TWO

What a Service Ltd. What a Product Ltd.

• SME• APAC• 10 est YRS• IB 1K users • 7 Service lines• BDGET 1Mil

• SME• APAC• 10 est YRS• IB 1K users • 5 Product lines• BDGET 1Mil

HKPC | 25/01/20213 - Brand Guru Workshop Series - DATE | 25.01.2013

© 1.618 Limited / 2013 all rights reserved

01. WHO ARE WE ?

HKPC | 25/01/20213 - Brand Guru Workshop Series - DATE | 25.01.2013

© 1.618 Limited / 2013 all rights reserved

02. HOW ARE WE ?

PHYSIOLOGICAL

SAFETY

LOVE/BELONGING

ESTEEM

SELF-ACTUALIZATION

HKPC | 25/01/20213 - Brand Guru Workshop Series - DATE | 25.01.2013

Maslow Hierarchy of Needs

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03. WHAT DO WE SAY ?

EMOTIONAL

SPREADABLE PHYSICAL TRIGGER LEAD A COM

MUNITY

PROVID

E A U

NIQU

E ID

ENTI

TY

HKPC | 25/01/20213 - Brand Guru Workshop Series - DATE | 25.01.2013

© 1.618 Limited / 2013 all rights reserved

Never

Compromise On

Key Feature

Be clear on

what you

promise Delightful Relevant

04. WHY US ?

HKPC | 25/01/20213 - Brand Guru Workshop Series - DATE | 25.01.2013

© 1.618 Limited / 2013 all rights reserved

05. HOW WE DO IT ?

CHARISMA

DESIRE

BELONGINGS

TRUST

CONSISTENCY CONSISTENCY

CONSIS

TENCY

CONSIS

TENCY

HKPC | 25/01/20213 - Brand Guru Workshop Series - DATE | 25.01.2013

© 1.618 Limited / 2013 all rights reserved

HKPC | 25/01/20213 - Brand Guru Workshop Series - DATE | 25.01.2013

XX. PLEASE SUPPORT

HKBP.hk

© 1.618 Limited / 2013 all rights reserved

HKPC | 25/01/20213 - Brand Guru Workshop Series - DATE | 25.01.2013

CONTACT US :

info@1618group.hk

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