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Questions Raised by Jim Prior

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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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