关于品牌建设的：BrandGap.ppt

A sustainable competitive advantage. ABOUT THE AUTHOR Marty Neumeier is president of a San Francisco-based brand consultancy, Neutron LLC. Neutron supplies the “glue” that holds brands together: brand education programs, seminars, workshops, creative audits, process planning, and more. Visit . Need books for your branding team? Bulk discounts on the THE BRAND GAP are available for educational and corporate groups. Contact STEPHANIE.WALL@NEWRIDERS.COM. CHEAP -QUICK -DIRTY TEST 3 : The FIELD TEST is a proof for any concept that can be prototyped. If your audience can’t verbalize your concept, you’ve failed to communicate it. SHOPPERS CHARACTERIZED THE PACKAGE CONCEPT ON THE MIDDLE -RIGHT SHELF AS “A FASTER PENCIL.” BINGO. Field tests measure five things: 1 DISTINCTIVENESS 2 RELEVANCE 3 MEMORABILITY 4 EXTENDABILITY 5 DEPTH OF MEANING TESTING MIGHT HAVE SAVED SOME OF THESE COMPANIES FROM THE GREAT SWOOSH EPIDEMIC. HAS THE GLOBE BECOME THE NEW SWOOSH? DISCIPLINE 5 : CULTIVATE Business is a process, not an entity. A living brand is a pattern of behavior, not a stylistic veneer. Brands are like people. C. D. E. IF PEOPLE CAN CHANGE THEIR CLOTHES WITHOUT CHANGING THEIR CHARACTERS… WHY CAN ’T BRANDS ? OLD PARADIGM : Control the LOOK AND FEEL of a brand. NEW PARADIGM : Influence the CHARACTER of a brand. I F A BRAND LOOKS LIKE A DUCK AND SWIMS LIKE A DOG , PEOPLE WILL DISTRUST IT. So let’s say you’ve COLLABORATED, INNOVATED, AND VALIDATED. DIFFERENTIATED, + YOU ’VE ADDED THE LEFT BRAIN TO THE RIGHT BRAIN . You’ve zigged when the competition has zagged. + + YOU ’VE USED TESTING TO BANISH THE FEAR OF STUPID. Your brand is now NUMBER ONE in it’s category. What’s your next move? PASS OUT THE COMPASSES. What’s a compass? A continuing brand education program. BRAND SEMINARS POSITIONING WORKSHOPS BRAND AUDITS STATEGY SUMMITS CREATIVE COUNCILS QUARTERLY CRITIQUES GROUP BRAINSTORMING TEAMWORK TRAINING I NNOVATION CLINICS DESI