-Building Strong Brands

7/25/2019 -Building Strong Brands

1/22

1

Building Strong Brands

7/25/2019 -Building Strong Brands

2/22

2

What Makes AGreat Brand?

7/25/2019 -Building Strong Brands

3/22

3

Blind taste test 45% 55%

Open taste test 25%75%

Brand preference in percentage

GREAT BRANDS ... offer Different and Better

products and services

7/25/2019 -Building Strong Brands

4/22

4

Lovemarks inspire Loyalty beyond

Reason

GREAT BRANDS ... have both high Respect

and high Love

Source: Kevin Roberts, the future beyond lovemarks, 2005 Saatchi & Saatchi

7/25/2019 -Building Strong Brands

5/22

5

Source: Kevin Roberts, the future beyond lovemarks, 2005 Saatchi & Saatchi

GREAT BRANDS ... have both high Respect and high Love

7/25/2019 -Building Strong Brands

6/22

7

GREAT BRANDS ... tell a Story that Connect and Engage

7/25/2019 -Building Strong Brands

7/22

8

GREAT BRANDS ... Communicate a Big Idea Consistently over time

Marlboro

1955 1980

1991 1996 2003

1971

7/25/2019 -Building Strong Brands

8/22

9

GREAT BRANDS ... have strong Icons and Images

7/25/2019 -Building Strong Brands

9/22

10

GREAT BRANDS ... CREATE LOYALTY BEYOND REASON

7/25/2019 -Building Strong Brands

10/22

11

What Makes A Great Brand?

1. Offer Different and Better products and service

2. Have both high Respect and high Love3. Tell a Story that Connect and Engage

4. Communicate a Big Idea Consistently over time

5. Have strong Icons and Images

6. CREATE LOYALTY BEYOND REASON

7/25/2019 -Building Strong Brands

11/22Best Global Brands 2011

Source: .

The Worlds 10 Most Valuable Brands

7/25/2019 -Building Strong Brands

12/22

7/25/2019 -Building Strong Brands

13/22

The 22 Immutable Laws of Branding*

1. The Law of Expansionwhen you put your brandname on everything, that name loses its power

Jack Daniels

How do you expand?

*a book by Al Ries and Laura Ries

7/25/2019 -Building Strong Brands

14/22

The 22 Immutable Laws of Branding*

2. The Law of Contraction - a brand becomesstronger when you narrow its focus (does not

necessarily mean that you should carry a limited line)

Starbucks offers 30 different types of coffee

*a book by Al Ries and Laura Ries

7/25/2019 -Building Strong Brands

15/22

The 22 Immutable Laws of Branding*

3. The Law of PublicityThe birth of a brand isachieved with publicity, not advertising

*a book by Al Ries and Laura Ries

7/25/2019 -Building Strong Brands

16/22

The 22 Immutable Laws of Branding*

4. The Law of Advertisingonce born, a brandneeds advertising to stay healthy

The market leader

syndrome

*a book by Al Ries and Laura Ries

7/25/2019 -Building Strong Brands

17/22

The 22 Immutable Laws of Branding*

5. The Law of the Worda brand should strive toown a word in the mind of the consumer

Your brand name stands for the category:

Xerox, Scotch tape *a book by Al Ries and Laura Ries

prest ige

safety

dr iv ing

7/25/2019 -Building Strong Brands

18/22

The 22 Immutable Laws of Branding*

6. The Law of Credentialsthe crucial ingredientin the success of any brand is its claim to

authenticity

7. The Law of QualityQuality if important, butbrands are not built by quality alone

8. The Law of the CategoryA leading brand

should promote the category, not the name9. The Law of the NameIn the long run a brand

is nothing more than a name

*a book by Al Ries and Laura Ries

7/25/2019 -Building Strong Brands

19/22

The 22 Immutable Laws of Branding*

10.The Law of Extensionsthe easiest way todestroy a brand is to put its name on everything

11.The Law of Fellowshipin order to build thecategory, a brand should welcome other brands

12.The Law of the Genericone of the fastestroutes to failure is giving a brand a generic name

13.The Law of the CompanyBrands are brands.Companies are companies. There is a difference

*a book by Al Ries and Laura Ries

7/25/2019 -Building Strong Brands

20/22

The 22 Immutable Laws of Branding*

14.The Law of Sub-brandsWhat brandingbuilds, sub branding can destroy

15.The Law of Siblingsthere is a time and a placeto launch a 2ndbrand

16.The Law of ShapeA brands logotype should bedesigned to fit the eyes. Both eyes.

17.The Law of ColorA brand should use a colorthat is the opposite of its major competitors

*a book by Al Ries and Laura Ries

7/25/2019 -Building Strong Brands

21/22

The 22 Immutable Laws of Branding*

18.The Law of BordersThere are no barriers toglobal branding. A brand should know no borders

19.The Law of ConsistencyA brand is not builtovernight. Success is measured in decades, notyears.

20.The Law of ChangeBrands can be changed,

but only infrequently and only very carefully

*a book by Al Ries and Laura Ries

7/25/2019 -Building Strong Brands

22/22

The 22 Immutable Laws of Branding*

21.The Law of MortalityNo brand will liveforever. Euthanasia is often the best solution

22.The Law of SingularityThe most importantaspect of a brand is its single-mindedness

*a book by Al Ries and Laura Ries