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Brand Masterclass Week Five - Developing Brand Strategy (l)
The document presents a brand strategy development framework by Idris Mootee, emphasizing that branding is a strategic business process that requires clarity in vision, understanding of customer insights, and stakeholder engagement. It outlines a seven-step process for creating brand strategy, which includes defining business goals, conducting stakeholder analysis, and crafting brand promises that connect emotionally with customers. Examples of brand promises from various companies illustrate the significance of aligning a brand's core message with its business objectives and customer expectations.
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Introductory slide about open source and session details. Discusses branding as a business process.
Branding is strategic and integrated. It is crucial for aligning company’s purpose with brand promise.
All employees must embody the brand promise as seen in interactions and communications.
Three basic requirements for an effective brand strategy: business strategy, customer insights, branding role.
Articulate a clear business strategy outlining scale, scope, and competitive approach.
Deep understanding of customer insights focusing on evolving segments and profitability.
Defines branding's perceived role that informs key strategic brand decisions.
Introduction to the 7-step brand strategy development process detailing essential steps in branding.
Differentiates between brand promise (internal) and brand positioning (external).
Importance of having a long-term business strategy to support brand vision.
Highlights the complexity of brand strategy development and its overlap with corporate strategy.
Conducting key stakeholder analysis to capture brand requirements effectively.
Utilizing stakeholder opinions early in branding projects enhances quality and ensures support.
Discusses customer needs-driven segmentation focusing on profitability and actionable segments.
Customer segmentation must consider existing and potential profitability and future economics.
Developing a brand vision supports corporate strategy and clarifies long-term branding goals.
Brand vision statement should be specific, long-term, and complementary to the company's vision.
Showcases LEGO's ambition to become strong among families with children by nurturing creativity.
LEGO aims for a strong brand known for creativity and value within play experiences for children.
IBM's commitment to leading in advanced information technologies translating to customer value.
Sony focuses on celebrating life's experiences and creativity through innovative products.
Establishing a brand promise is essential; it conveys commitments and guides brand components.
Brand promises are powerful; they should be clear and reflect the brand's true mission and offers.
Yahoo! defines itself as an essential internet destination with a commitment to connectivity.
HP focuses on accessibility of technology, innovation, and celebrating the inventive spirit.
HP's brand promise encompasses character, trust, quality engineering, and customer engagement.
Coca-Cola aims to benefit and refresh through its business practices and stakeholder relationships.
Nokia emphasizes personalized communication and environmental sustainability through mobile tech.
GE's promise is better living through innovative solutions, enhancing quality of life for all.
Wrap-up of Session Five with open-source branding insights, concluding remarks for session.