Charismatic brands are the ones where customers are shouting "I love this company!"
people haev more buying options and they are favoruing, beauty, simplicity and the tribal identiy of their fabourite brands
Design as play (ludic process) as it invite random inspiration, it needs bounce around in the space between logic and magic
What is good design? it is combination of aesthetics and ethics / virtues just like what we want from another human being
Agility is apparent when an organization have the right mindset, right skills and the abliity to multiply those skills through collabraotions
Agility is something that needs to be embedded into the culture
Encourage the organization to have appetitle for radical ideas , keep the company in a constant of inventiveness
a designful mind confers the ability to invent the widest range of solutions for the wicked problems now facing your company, your industry, your world.
When people zig, zag.
Focus on unique selling tribe instead of USP
Define yourself by what makes you
UNIQUE , not what makes you admirable
What makes you the only: Our brand is the only _______ that _______.
Who are you:
Where do you have the most credibility
Where do you have the most experience?
Where does your passion lie?
Write a future obituary for your brand
What do you do?
What business are you in?
Decide what is your purpose , beyond selling a product or a service
State your purpose in less than 12 words
3. What is your vision
What do you want to accomplish in 5,10,20 years?
How can you make this vision palpable and exciting?
Paint a vivid picture of your future?
Test it on a real piece of communication
Go back and refine it further
Use it repeatedly to illustrate the direction of your business
What wave are you riding?
What trend is powering business?
How powerful is it?
Can you ride more than one trend at a time?
Make a list of the trends that will power your success?
Who shares the brandscape
Who else competes in your category?
Who comes first, second, and third in customer’s minds?
Find how your brands ranks with customers
Design a strategy to become number one or two
Or become the first mover in a new category
What makes you the “only”
What’s the one thing that makes your brand both different and compelling?
Complete a simple onliness statement
Add detail by answering what, how who, where when and why
What should you add or subtract
What existing brand elements are undermining your onliness
What new brand elements could strengthen your onliness
Insights about art school
How do the remaining elements align with your vision?
Make a list of all current and planned offerings and brand elements
Decide which offerings to keep, sacrifice, or add
Be brutal - it’s better to err on the side of sacrifice
Who loves you?
Who makes up your brand community
How can you manage the “give and gets” so everyone’s happy?
Diagram your brand’s ecosystem
Decide how each participant will both contribute and benefit
Who’s the enemy?
Which competitor can you paint as the bad guy?
Tell your customers what you re not, in no uncertain terms
What do they call you ?
Is your name helping or hurting your brand?
If it’s hurting is there an opportunity to change it?
If it's too late to change it, is there a way to work around it?
Is it suitable for brandplay? Does it have creative legs?
Choose a name that is different brief and appropriate
Make sure it’s easy to spell and pronounce
Find out if the name can be used as a url
Determine how easy or difficult it will be to legally defined
How do you explain yourself?
What’s the one true statement you can make about your brand?
Craft a true-line that tells why your brand is compelling
Avoid any commas or “ands”
Turn your trueline into a tagline to use with customers
How do you spread the word?
How can you unpack your name, trueline, and tagline?
How can you enroll brand advocates through messaging?
How can you align all your communications with your zag?
Make sure your messaging is as different as yourbrand
Only compete at the touchpoints where you can win
How do people engage with you?
What are you selling and how are you selling it?
Which touchpoints will let you compete in white space?
Map your value proposition against those of your competitors?
See which competitive areas you can avoid entirely
Discover customer touchpoints where you will be unopposed
What do they experience?
How will customers learn about you ?
How can you “enroll them in your brand?”
Who will be your competition at each touchpoint?
Where should you put your marketing resources?
Map the customer journey from non-awareness to full enrolment
Bet your resources on the experiences that zag
How do you earn their loyalty
How can you help customers build barriers to competition?
How can you avoid creating ‘disloyalty program’
Start by being loyal to customers
Don't make new customers feel punished or excluded
How do you extend your success?
How do you keep growing the brand year after year?
Choose between a house of brands and a branded house
Add extensions that reinforce the brand’s meaning
Avoid extensions that unfocus the brand’s meaning
Avoid extensions that brings you into competition with leaders
How do you protect your portfolio?
How can the whole be worth more than the parts?
How can you stay focused under short-term profit pressure ?
Avoid c-sickness- contagion, confusion, contradiction, and complexity
Understand the long-term effects of brand extensions