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BRAND ACTION DAY

FROM BRAND STRATEGY TO BRAND ACTION

Alex Marquez - Meng Weng Wong - Xu Weiyi


WHAT WE’RE GOING TO DO

A bit of theory

A bit of process

A bit of practice
The theory bit
Many people think a brand is…

A logo

An ad

A tag line

A color

A name

…not really.
Copyright Propellerfish 2010
Those are just expressions of a brand

“A brand is a living entity, it is


enriched or undermined
cumulatively over time, the
product of a thousand small
gestures”

Michael Eisner (Disney CEO)

Copyright Propellerfish 2010


A brand idea is the glue that holds these
gestures together
Space

Product Ads

PR

Design Brand Idea Partners

Pricing

Name Events

People

Copyright Propellerfish 2010


Your brand idea is the guiding principle for
everything you do…

Brand Idea:!
Tools for the
mind that advance
humankind

Copyright Propellerfish 2010


Your brand is a product of everything you do…

Brand Idea:
Tools for the
mind that advance
humankind

…So everything you do must build your brand


Copyright Propellerfish 2010
SOME PROCESS
An easy framework for thinking about brand
strategy
Business Strategy

Brand Strategy

Execution
What are you selling?

An operating system that


Business lets people customize
their mobile experience
Strategy

Brand
Strategy

Execution
What’s your commercial mission?

Business
Strategy

Brand
Strategy

Execution
What are the barriers/challenges in your way?

Business
Strategy

Brand
Strategy

Execution
Who is your target market?

Demographic: Men between the ages of 25-35


with above average income

Psychographic: They are sick of Apple and see the


Iphone as mainstream and cliché
Business
Strategy
Behavioral: They are looking for a new phone and
probably visit Gizmodo and Inventorspot on
Brand a daily basis
Strategy

Execution
Key insight: What do they want?

They want a phone that does not impose


its values and rules on them. They’re tired
of Apple dictating what’s cool and what’s
Business not, what can and cannot be. They want
Strategy
an OS that’s a platform rather than a
straightjacket.
Brand
Strategy

Execution
How does the product meet their needs?

Business
Strategy

Brand
Strategy

Execution
What are you REALLY selling?

An open source alternative


to ‘the man’
Business
Strategy

We’re a platform, not a


Brand
Strategy
straight jacket

Execution
What do you stand for?

We are to Apple what Apple


Business
Strategy
was to IBM in 1984

Brand
Strategy

Execution
What Interbrand doesn’t want you to know

Brand Strategy is USELESS


without Brand Action
Business
Strategy

Brand
Strategy

Execution
Naming

an·droid –noun
1. a robot resembling a human being

Business
Strategy
The Android software is the reflection
of it’s user in a a mobile device
Brand
Strategy

Execution
Product Innovation

App Inventor
A program that helps non-professional
developers to invent their own apps

Business
Strategy

Brand
Strategy

Execution
Interface

Business
Strategy

Brand
Strategy

Customizable UI
Execution
Dominate the mainstream
App market by being an
Business Strategy
open OS rather than a
closed handset company

Brand Strategy The smart phone for


everybody

Execution App creator, etc.


SOME PRACTICE
1.  What are you setting out to build?

2.  Who are you targeting?

3.  What s their key painpoint?

4.  How do you address it?

5.  What do you stand for?