Drive behavior changes through a Brand Theme. Translate a Badge/ Values based strategy into tangible execution. Actions That Inspire Solve the intractable problems of the category (or start a new category). Brand Theme = Positioning + Mission Consumer Brain Employee Brain Mission PositioningīRAND THEME Communication Manufacturing Distribution HR/ Hiring Packaging Design Investment Strategy Partners Product DevelopmentĪt The End Of The Day, All This Simply Means That Leadership Brands Are Differentiated In Important Ways. Live The Same Strategy Inside The Organization And Outside. Dream More They create value through values. Do More Address the value equation by emphasizing greater benefits vs. Become More They provide an aspirational badge (user image) for their customers that promises transformation. Actions That Inspire Tangible actions that solve (or come closer to solving) the intractable customer problems in their categories, sometimes by inventing a new category. The Four Defining Characteristics Of Leadership Brands. Functional Features/ Benefits Transformative Power Loyalty, Margins Internal Badge How the consumer wants to appear to others. Transformational Benefit Reinforce a positive self-image for the consumer. Who the consumer hopes to become through the brand. Tait Subler’s Transformational Badge Model. Movement Values Connection Emotional Connection Product Features/ Functional Benefits Elasticity, Loyalty, Margins Source: Tait Subler, Giep Franzen, Mark Earls. “ If your actions inspire others to dream more, do more and become more, you are a leader.” - John Quincy Adams The Biggest Brand Trap Of The Un-Economy. When the ventromedial prefrontal region of the brain is damaged, subjects are unable to make decisions.” - Dr. Daniel Goleman Harvard/NY Times “ Decision-making is feelings-based, not solely rational. But now people are getting back to basics and the future of marketing is to create real value.” Umair Haque Director, Havas Media Lab įor any brand, “Decisions are made emotionally and then justified rationally.” - Dr. “ In the industrial era, we were good at creating perceived value. Leadership Brands: How The Right Strategy Can Beat The Un-Economy. Leadership Brands: How The Right Strategy Can Beat The Un-Economy
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