Defining a Brand

目次
Creating focus
 How people and relationships
determine reputation Corporate culture
IDENTITY IMAGE

Marketing
Corporate communication Customers
personality
Suppliers
Corporate history
Shareholders

Brand reputation
Positioning
Local communities
Corporate Brand Employees’
philosophy view of identity
idea e-communities

Governments
Core vision
Feedback Media
Corporate
Products Influential groups
mission
and
services

Spontaneous stakeholder feedback

Defining the brand: tension is good for you

• Should look inwards and outwards

• Process should be clearly structured but highly participative

• Meet the different stakeholder needs

• Should meet following:

• reality
• aspiration
• ethical
• courageous
 reflected what people already believed.
Participative values
As a result they resonate with people.
They are real; true. People see them
reflected by management and in the
decisions that are made.’ Gretchen
Winter, Baxter Healthcare
Example: Patagonia content
To use business to inspire and
implement solutions to the
environmental crisis
Core Values
Quality
Patagonia
Integrity
Environmentalism
Not Bound by
Convention
Example: The Economist
Drilling down

Rigorous means…
– High editorial standards
• Selecting the best individuals
• Developing skills and retaining talent
• Maintaining a challenging culture
• Training journalists in a specific writing style
• Giving responsibility
• Making the newspaper the focus
• Checking every word of the newspaper
Example: PSD Group
Corporate and Product Brands
‘At Unilever, we keep product brands focused and consumer-centric, but have
the company brand shoulder the task of addressing the very real and emerging
needs of citizens…the company brand is a fundamental component in the
dialogue product brands have with consumers.’ Santiago Gowland, Unilever

Slide 7
Challenges

• Too much complexity

• Not inclusive enough

• Lack of participation

• Lack of tension

• Lack of insight

• Not inspiring
Challenge 1
• Work in pairs. One person to be the the client, one the consultant.
Then switch over.

• If your brand does not have a statement about its vision and
values, your task is to define a vision and values. Vision: a concise
statement about where your brand is headed; Values which express
how you are going to get there: (no more than five/can’t be
synonyms) - should connect the past with the future.

• If you already have a statement (and you know it) your task is to
review the vision and the values against the following criteria:
• reality
• aspiration
• ethical
• courageous

• Be prepared to briefly present your ideas when you have finished