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On Tuesday 11th June me and fellow Activate Media colleague Adrian Austin ventured to Google Campus to attend an interesting presentation on

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QuestionsRaisedbyJimPrior’sFiveLawsofBranding

  • OnTuesday11thJunemeandfellowActivateMediacolleagueAdrianAustinventuredtoGoogleCampusto

  • attendaninterestingpresentationon“TheFiveLawsofBrandDesign”byJimPrior,CEOofWPPgroupbrandingagencyThePartners.Itwasnotonlyachancetohearwhatoneofthecreativeindustry’sgreatshadtosayabout branding(asubjectclosetoourheart),butalsoachancetoobservethebrandingchallengesfacedbyUK businesses.

  • 5LawsofBrandingDesign

  • Here’saround-upof5LawsofBrandingDesign,accordingtoJimPriorofThePartners.That’snottosaythatthereareonly5thingstoconsiderforsuccessfulbrandingdesign,it’smoreacaseofnotgettingcarriedawayandjust selectingthemainmainones.Heretheyare:

  • Findyouridea

  • Defyconvention

  • Makeadifference

  • Keepthefaith

  • Havefun

  • AudienceQ&A’s

  • I’mallupforaudienceparticipation,andtheQ&Agavearealinsightintosomeofthebrandingchallengesand concernsfacedbyUKbusinesses.I’veselectedbelowsomequestionsaskedbytheaudience,with

  • accompanyinganswerswhichaddedtothevalueofJim’spresentation.

  • Isthereadifferencebetweencommunityandbrand?

  • Itdependsonthebrandsizeandtype.ForbiggerbrandslikeNike,thebrandisnormallyseparatefromthe

  • community.Nikemighthaveanactiveandengagedcommunitywhotheylistento,buttheyverymuchcontroltheir ownbranding.Conversely,thereislessofaseparationbetweencommunityandbrandforsmallerormoresocially ledcompanies.OnesociallyledbrandisGreatLittlePlaceinLondon,whichstartedlifeasaFacebook

  • communityofpeoplesharingrecommendationsofthemostcharmingspotsinLondonandquicklydeveloped intoafullyfledgedbusinessforit’screators.Evenwithanewwebsite(whichwascrowdfunded)andsister

  • communitiesaroundtheworld,forGreatLittlePlace,thecommunityandbrandisinterchangeable.

  • Arestraplinesstillneeded?

  • Nobecausestraplinesareoftenmeaningless.Somanycompaniesstuffcreatetheirstraplineswithlittlethought, stuffingthemwithwordswhichhave,overtime,becomecliched.Don’tgetdistractedwiththestraplineandfocus

  • oncommunicatingyourbrandmessagemoreclearly.

  • Doesn’tbrandingconsistencylimitcreativity?

  • Brandingconsistencydoesn’tneedtobeboring.Allitmeansisthattheidea,themessage,andtheexperiences connectedwithyourbusinessshouldbeconsistent.Itbynomeansmeanthatyourbrandcannotdevelopand

  • change–solongasitconsistentlychanges.FairyLiquid(topUKwashingdetergentbrand)hasbeen

  • consistentlyspreadingthemessageofbeingkindertohandsandbeingmoreeconomicalforover50yearsnow, eventhoughtheiradvertingandapproachhasdevelopedwiththetimes.EventheirrecentrunofTVads,coining theterm“Fairyeconomy”promotestheirsamemessagetoamodernaudience.

  • HowlongshouldIgivebeforeevaluatingbrandingsuccess?

  • Brandsneedtimetodevelop,nurture,andevaluate.Ifyouhaveagoodbusinessmodel,youshouldgiveatleast3-5yearsbeforeevaluatingyourbrandingefforts.If,howeveryouareunsureofyourbusinessmodel

  • effectiveness,thenitwillequallybehardtomeasureifafailingbrandisbecauseofyourbusinessmodelor becauseofyourbranding.Itcouldalsobeafailurewiththequalityofhowyourbrandingwasexecuted.This

  • highlightstheimportanceofestablishingyourbrandingidea,andgoingthroughthebrandingprocessearlyon.

  • Howcanmybusinessmanageit’sbrandingwhenitworkswithmultipleagencies?

  • Whenyourbusinessworkswithmorethanoneagencyatatime(perhapsforPR,webdevelopment,branding,etc)anditcomestomanagingyourbranding,itcouldbeacaseoftoomanycooksspoilthebroth.Inamulti-agency

  • environmentlikethis,it’softenachallengetogetthedifferentagenciestoworktogether,andgettingthiswrong canharmyourbusinessinvariousways,withbrandinginconsistencybeingjustoneoftheconsequences.

  • Onewaytomanagepotentialconflictsofinterestinamulti-agencyenvironmentistogiveonepersonthe

  • responsibilityofmanagingthevariousagencies.Ideallythispersonwouldbesomebodywithinyourteamwhois

  • anadvocateofbranding,e.g.theCEO,orMarketingOfficer.Otherwise,itcouldbeanexternalprojectmanager,or oneoftheagenciesyoualreadyworkwith.Ithinkthatinmulti-agencyenvironmentswithdigitalprojects,digital

  • agenciesshouldleadtheteambecausethey’retheoneswhowillknowhowbesttoapplytheprojecttodigital.

  • Howcanmybusinessbranditselfeffectivelyacrossmultiple-channels?

  • 7yearsagobusinessesdidn’tconsideriPadsoriPhonesintheirbrandingbecausetheysimplydidn’texist,and nowthey’remainstreamandbusinessescannolongeraffordtoignoremultichannelbranding.

  • Withtheopportunitiesthatmulti-channelbrandingbrings,suchasbringingyourbrandtolife(beware,thislink isnotforthefainthearted!)withinteractiveandfunelements,comesthechallengesofhowtoadaptyour

  • brandingtodifferentscreensizesandmaintainconsistencyacrossmultiplechannels.Makesureyoudesignfor thedevice.

  • Needhelpwithyourdigitalstrategy?

  • Getyourfreebrandingguide

  • Contactusforafreedigitalreview.Youcanalsogetanoverviewofwhatwedohere


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