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LIBRARIES
THE
PRESSURE
BUILDS
LIBRARY
Competition
LIBRARY
Municipalities
Competition
LIBRARY
The Public
Municipalities
Competition
What is a brand?
Not just a logo
Not just a logoNot just an identity
Not just a logoNot just an identityNot just a product
Not just a logoNot just an identityNot just a productIt’s a personality!
Imagine that the South African Post Office was a living breathing person…
Is this person MALE or FEMALE?
How old is this person standing in front of you?
Where does this person live?
What does this person drive?
What does this person drink?
Where does this person spend his/her leisure time?
Would you be seen out in public with this person?
Is this person MALE or FEMALE?
MALE
How old is this person standing in front of you?
65 to 90Ancient
Where does this person live?
NOWHERE NEAR YOU!
What does this person drive?
OLD FORD BAKKIETOYOTA COROLLA
BICYCLE
What does this person drink?
CASTLEKLIPPIES & COKE
TEA
Where does this person spend his/her leisure time?
LOFTUSFISHING
ON THE COUCH
Would you be seen out in public with this person?
NO CHANCE!
What about DSTV?
Male, 35, Gated Community, 4x4, Red Wine, Golf Course and YES!
So how do we go from The Post Office to DSTV?
You start off with a plan and a process!
ONE
TWO
Step One: Where are you right now?
ONE
TWO
Step Two: Where do you want to
be?
ONE
TWO
THREE
Step Three: By when do you
want to get there?
ONE
TWO
THREE
FOUR
Step Four: Who are the people that will get you
there?
ONE
TWO
THREE
FOUR
FIVE
Step Five: What do these people think of you right
now?
ONE
TWO
THREE
FOUR
FIVE
SIX
Step Six: What do you WANT these people thinkof you?
ONE
TWO
THREE
FOUR
FIVE
SIX
SEVEN
Step Seven: Now go and formulate a plan to conquer the world?
The EIGHT
Steps to
conquer the
world
1 “I am not very good at marketing”
2 Going in without a business plan
3 Doing things the wrong way round
4 Thinking it’s all about you
5 The worst number in the world
6 Showing ingratitude
7 Always following the herd
DIFFERENTI
1 “I am not very good at marketing”
2 Going in without a business plan
3 Doing things the wrong way round
4 Thinking it’s all about you
5 The worst number in the world
6 Showing ingratitude
7 Always following the herd
DIFFERENTICOLLABOR
1 “I am not very good at marketing”
2 Going in without a business plan
3 Doing things the wrong way round
4 Thinking it’s all about you
5 The worst number in the world
6 Showing ingratitude
7 Always following the herd
DIFFERENTICOLLABOR
INNOV
1 “I am not very good at marketing”
2 Going in without a business plan
3 Doing things the wrong way round
4 Thinking it’s all about you
5 The worst number in the world
6 Showing ingratitude
7 Always following the herd
DIFFERENTICOLLABOR
INNOVELEV
1 “I am not very good at marketing”
2 Going in without a business plan
3 Doing things the wrong way round
4 Thinking it’s all about you
5 The worst number in the world
6 Showing ingratitude
7 Always following the herd
DIFFERENTICOLLABOR
INNOVELEV
CAPTIV
1 “I am not very good at marketing”
2 Going in without a business plan
3 Doing things the wrong way round
4 Thinking it’s all about you
5 The worst number in the world
6 Showing ingratitude
7 Always following the herd
DIFFERENTICOLLABOR
INNOVELEV
CAPTIVMOTIV
1 “I am not very good at marketing”
2 Going in without a business plan
3 Doing things the wrong way round
4 Thinking it’s all about you
5 The worst number in the world
6 Showing ingratitude
7 Always following the herd
DIFFERENTICOLLABOR
INNOVELEV
CAPTIVMOTIVCULTIV
1 “I am not very good at marketing”
2 Going in without a business plan
3 Doing things the wrong way round
4 Thinking it’s all about you
5 The worst number in the world
6 Showing ingratitude
7 Always following the herd
DIFFERENTICOLLABOR
INNOVELEV
CAPTIVMOTIVCULTIVVALID
TheFourFactors
Visual
Visual
Emotional
Visual
Emotional
Functional
Visual
Emotional
Functional
Financial
Question Time
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