Brand Gap

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H10'W TO BRI[DGE, TH E [D ISTANGE ~ETWE,EN

[IBIJ S IN ESS ST[RATEG V ,AND CIES[IGN[

Created 'lltith UNREGISTERED version ofEltima SWF &,FLV'Toolbox

A V I SUAL P R ~,S IE, f\J TAli ION BY MAA:l'¥ N IE;; U MEl E IR

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lE,T'IS S,TAR'T B,Y DI,SPElL,ING SOME MYTHS,~


Created '.with UNREGISTERED version of'Eltima SWF &,FLV'Toolbox



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• ISTERED version ofEltima SWF &,FLV'Toolbox

A BR;Af'lJD I S A P'E:: RSON'S, GlUT F'~ s LING A 8,OILnr

A PRODllCT" SERVIC~, OR OR GiHN I.Z'AlI0f'iJ_

THiEiIFlIi A FI Ii 1 .;J49 CA,Mle FlI'i.$, 0 N i1"M e MI'.F\a'i; Ii'il" II-I(rW DO YOU DI:(:,II)I:: WHl~CH ON Ii: 'II"{) B,UY""!'



TH ~S i$;EIb,E,cnO'NI Flffij,OMI I NITER Blffij,A, NlD"S 'lIf'OIP ~ 'O!(II U:!;iiT ;S,HoWs W HI 'if fa; FI;A NiIUl,S AiR IE. we Ftili HI p,ftO'i1i E,CT~ N G,:::

BHANID iJIlAME

;2"0iJ'~ ~Rp.1t411;" VA lUIE .(!tMM).

% CHANlu,E. ~RANID '!IS.

PRIEV~OI!JlS VIEAIR,

I1!lF!:AN bl VAlilJ1E.

Mi,% OlF IM4R I('Eli C4P

t;OGA-ctH . .A il]S,9i1,5 -5% 611%
~~CIROSOFT Ei,5;, 06~ .'1% ; '1%
IBM 5;2',752 -11% 27%
FORO 3~)i,09~ .;1% '11~%
Mlt:iFlt;E:tH:'5 21 ,728 ,,.,3% .,jB%
HlOND4 i.lj"G3S .4% B%
8!U1W 13:,.B58 ,,.,7% 62%
IfOI!)p.K 19, BO~ "@% .2.~%
GAF" S,N8 -8% ~'5%
iJIl~&:;E r.ses ·5% 'i1G%
F"E:PSI 6,2'~iI, -8% 9%
':O:'ERO':o:" 'I1,Oj9 ·,jB% ~a;%
AF"PLE S,~8i1, -17% 68%
6,liAIR.~UC.KS ; , '1!5':? .j.J,~% i'll% WliiIlliiliOUTUI E E!R~NIO'. ' OOK~'!S, an.i.lSS W<lHLD IBE !HALF ~MIP",




A C MAR I·S MA:1"le iii RA,N D, is any p 1".0 d u ct, service, or o~ga.rdz,alion 'flo,r which people belleve there's no. substltute.



IQUIZ:

Which of these brands are charismafc?

A,MAZON

A,PPl.E

BURGEIR KUJG ,COlDWAiE,R 'CREEK D,ASA,NI

DISINEV

DK B.Q'Q'K8 EVER:E.AO-Y'

FOR:D

,GlEN E,R,AL ELIECTR~C,

'GIOOGl.E

HANE,S,

HliACHI HOME DE,POi ~KE,A

KMART

KRI8PY KREUE. LEVrs.

LO'NG8 IDRU'~3S MA,c"~rs.

MUJI C,O'Q'PER NEWS'WE,E,K

N 188AN

OXO GOOO'GRIPS. PEPSI~COlA PREll,

RCA

REEB,OK RUBBER:M,AID SAFEWAV SAMStJN'GI

SEA'R'S'"

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SOUiHW'ESi A~RLINE,S. UN~iE,O' A,R:TISTS

NIORO'STROM V~RGIN

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IQUIZ:

Which of these brands are charismafc?

A.MAZON A,PPl.E

~KE.A

K'AI8PY K'AEU E. LIEVrs.

DISINEV DK B.Q'Q'K8

GOOGlE

' _1:__ .:'_c' ,

OXO GOOD·GRIPS.

AUBBER:M.AID

SOUiHW'ESi A~RLINE.S.

NIORD·STROM V~RGIN

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~ '.~. ~Created ,~th UNREGISTERED versio~ ofEltima S\~F &,FLVToo[pox .~.. ~,

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WI~'RE ~ARDWIIR~D TO ~O!IICE ONLY WI-lAl'S DIIFF~R~NIT_

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Peo Pl~ e j' 01 in d ifm'e rent b~ i'b,!e,s to r di fterent activi t'i Ie,s '.

AEA,DIN'G ~ ,AMA,ZION

COMP'UTING ~ DELL

BArN KlING ?' GHIIBAMK


Created 'lI.'ith UNREGISTERED version ofEltima SWF &,FUlToolbolf

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ON SUNDAYS THEY WORSHIP HARLEY:

GOD OF THE OPEN ROfa,D.

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T'HE, FO,CUS TES':

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TIFIE GO()[) GR.I PS BRAND HA..S, GROWN ST[FHlfi\H~IF:::R WIT~[ t;VER.Y BR.AND EXTENSION.


Created 'lI!i

LIKE BUILDI~C~ A CATH E DIR,A L ~ au ILIDHi'JGI A 9,FLA.N ID IS, A COLLABORATIVE p' ROJi EG T.


The ONE·,SiliOP' SHOP

contans the resources 'to develop and steward the brand,



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E.as,y to manaqe Promise of consistency

LHm.~e' choice ot teams LHm.~e' ownership olf brand



The B.IIAND AIGENCY ~1!iIo..

hires best-of-breed firms tc help develop and steward the' brand,



B·RA,ND AGENC,Y S!CORECARD

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The INTEGRATED'" ,ARK,ETING TE:AM

'" d lrn II lfh

~S rnanaqec tmerna 'Y wu ' open

collaboration am 0 ng'='-

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best-ct-breed specialists,



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Promise of consistency


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IN REAIL,IIITY, COLLABORATIVE NETWORKS AIREN'T n-IIAT SIMPLE .

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E:XAMPlIE:


Thai Notscapc brand 'was built, on the' H;oHywo,old model,


G R IE ATII 1;1 11V IS. W H A l' G IIV ES B HA NJ 1)8 T IFH IE I R TRACT I CH\I I N 1'H E MIA R K'ETP t, AC E .

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. , y .... 0 compalil~es. , ave so mUG, ~JOLJ"·· e W~U I creall~VI y .'

8e'c.a.US'9 c,reativi'tv is rlighl-brai'n,ed,

and s,'t·a e'gy is Ie'" ··,b,r,a~' ,ed~

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CR.EA11IVE THI~NIK.INGI

STRATEG~IC TH~NKING

Created 'l.I.'ith UNREGISTERED version of'Eltima SWF &,FUlToolbolf T~IE AEAS,Or'IJ THE BEA1LES WERE WILDLY SUCCESSFUL

IS 18,ECAUSE "lHIEV NEVEIR DID THIE SAME irlHIIING 0_ rC:E_"


ANSWER:

WHEN If ,SCARES THE M I.~ OUT OF EVERYBOI:V(,

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A~ ICO is, a name and vlsual ,s,ymbo~ that s~ggests a market posltlon,



EXAM PLE::



An .AVATA_FI is a brand leon that eaa move chance, a~d ope rate free ~'Y ~ n va r lou s m ed la,



EX,AM PtE::


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Brand Gap

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