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© 1.618 Limited / 2013 all rights reserved

PROJECT BRIEFING | 1618BX Chamber Logo

00. SUCCESSFUL BRAND BUILDING

HKPC | 25/01/20213 - Gianluca Cinquepalmi


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

01. WHY THEM ?



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


03. WHAT IS BRANDING ?

— G.Cinquepalmi, founder and MD


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.

“

”


03.1 WHAT WE DISCOVERED:


1.618 WŭXíng Branding model -


CHARISMA 木


05. THE JOURNEY...


CHARISMA 木

DESIRE 火


05. THE JOURNEY...


CHARISMA 木

DESIRE 火

BELONGING 土


05. THE JOURNEY...


CHARISMA 木

DESIRE 火

BELONGING 土TRUST 金


05. THE JOURNEY...


CHARISMA 木

DESIRE 火


CONSISTENCY 水


05. THE JOURNEY...


CHARISMA 木

DESIRE 火


CONSISTENCY 水


05. THE JOURNEY...

Ability of: being unique

... engaging public

... creating a compelling story

... being delight full & relevant

... continuously renewing themselves


BEYOND BRANDING

06. WHAT IF ...



06. BUSINESS MODEL - how do we make money?

Business model generation - Alex Osterwalder



Revenue Streams

Distrib. Channels

Customer Relationships Customer SegmentsValue PropositionsKey ActivitiesKey Partners

Key Resources

Cost Structure

06. IS IT A LINEAR SYSTEM ?

BRAND



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



AT WORK!


07. DEMOS


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



01. WHO ARE WE ?



02. HOW ARE WE ?

PHYSIOLOGICAL

SAFETY

LOVE/BELONGING

ESTEEM

SELF-ACTUALIZATION


Maslow Hierarchy of Needs


03. WHAT DO WE SAY ?

EMOTIONAL

SPREADABLE PHYSICAL TRIGGER LEAD A COM

MUNITY

PROVID

E A U

NIQU

E ID

ENTI

TY



Never

Compromise On

Key Feature

Be clear on

what you

promise Delightful Relevant

04. WHY US ?



05. HOW WE DO IT ?

CHARISMA

DESIRE

BELONGINGS

TRUST

CONSISTENCY CONSISTENCY

CONSIS

TENCY

CONSIS

TENCY




XX. PLEASE SUPPORT

HKBP.hk



CONTACT US :

[email protected]

http://www.slideshare.net/1618Limited

T +852. 3563 8015 | W 1618group.hkr.1606, 16F, 367-375 Queen's Road Central, Hong Kong

香港上環皇后大道中367-375號 | 萬利商業大廈1606室

mailto:[email protected]

mailto:[email protected]



Design

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