2009 Brand New Direction
2009 Brand New Direction
Brand New DirectionPutting innovation and creativity
at the heart of profitability.
> Prepared by Arthur op den Brouw > Brand New Direction Ltd
> [email protected]> 07776 230 950 (M)
ITG October 2009This presentation outlines the link between brand, creativity, innovation and higher performance and profitability
2009 Brand New Direction
Branding is a board-level strategic discipline
2009 Brand New Direction
Brand makes the difference between being ordinary and
becoming extraordinary
2009 Brand New Direction
A disciplined approach to building your brand improves performance and enhances
creativity and innovation
2009 Brand New Direction
Team meeting
A brand is not a logo!
2009 Brand New Direction
Branding is something you already knowand it’s inside your head
2009 Brand New Direction
Brand is deep within our psyche and informs everything we think about and do, including our stories and legends.
2009 Brand New Direction
Brand helps us communicate our differences as well as our similarities
2009 Brand New Direction
There are just sixkey elements…
2009 Brand New Direction
Values you stand for
The vessel or vehicle
Destination or purpose
Context or environment
People / product
2009 Brand New Direction
a unique idea with legs to run with
2009 Brand New Direction
unique differentiation | clearly segmented market
2009 Brand New Direction
Team meeting
How can you apply this to your business
here and now?
2009 Brand New Direction
Do these guys have SMART objectives or is there something else?
How do they do it?
2009 Brand New Direction
Finding purpose
2009 Brand New Direction
GOER: gets around, lasting, persistent, conveyable, accessible, has legs
CREATIVE: fun, engaging, imaginative, poetic, inspiring
APPLICABLE: consistent, relevant, appropriate, fitting, consistent, valid, authentic
INFECTIOUS: irresistible, contagious, catchy, inviting, creates a buzz, memorable
MEANINGFUL: coherent, understandable, has a
message, accurate
2009 Brand New Direction
Trust the process
Disc
over
Defin
e
Decid
e
Desig
n
Deve
lop
Deliv
er
Defe
nd
2009 Brand New Direction
Disc
over
Defin
e
Decid
e
Desig
n
Deve
lop
Deliv
er
Defe
nd
2009 Brand New Direction
Team meeting
What are the benefits?
2009 Brand New Direction
Clarity
2009 Brand New Direction
Integrity
2009 Brand New Direction
Attract
2009 Brand New Direction
Perform
2009 Brand New Direction
Creativity
2009 Brand New Direction
Innovation
2009 Brand New Direction
Profit
2009 Brand New Direction
For further information:
Arthur op den Brouw 07776 230 950
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