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Readings and musings

Lessons Learned from Week 9 of Brand Management (Final)

4/22/2012

2 Comments

 
Picture
How Disruption Brought Order
  • Culture
  • Company culture is everything
  • History of TBWA, Chiat/Day, BDDP
  • Creative is not a Department
  • Values
  • Transparency (Accounting, ethics)
  • Audacity
  • Open-mindedness
  • Skills
  • Organization: Matrix decision making between global and local
  • Integration
  • Action plans
  • New business activity: Nothing left to chance
  • Internal communication: Weekly employee memos
  • Principles
  • First convictions
  • Accumulate experiences
  • Counterprinciples
TBWA Office Visit
  • Philosophy: disruption
  • Challenging status quo
  • Creating brand behavior for the modern world
  • Start with brand belief (ideal)
  • Human insight
  • Brand behavior: way brand behaves to honor belief
  • Gatorade: Win from within
  • Change from hydration to helping before, during, and after
  • Insight: athlete looks for edge at all 3 phases
  • Pacific Standard Time art exhibit
  • Pop culture meets art culture
  • Insight: culturally curious ppl untapped
  • Grammy's: Using technology to uncover raw emotion of music
  • Insight: more than what hear, what feel
  • Artists as unified with their music
  • Integration between TV spots, interactive website, print, outdoor, wild postings, phone app
  • Create artist out of the music
  • Twitter concert on street (sing your tweets)
  • Immerse themselves in client's problems
  • Assessing new clients
  • Clients need to understand that marketing is not necessary evil but hugely important in making diff in brand
  • Do they have the power to see the ppl who can say yes
  • Needs access to everything
  • Need to be able to manage them profitably
  • Ask clients who they admire, who want to be like
  • Office
  • Mix of private high-density seating and open spaces
  • Unlocking playfulness
  • 700 ppl office is village with different neighborhoods
  • A building helps u manage your ppl
  • Architectural mgmt
  • Create an environment where creativity more likely
  • Cool office with eclectic architecture
  • Colors
  • All open space
  • Tons of dogs
  • Sitting areas
  • Everyone has MacBook and iMac


Change by Design
  • The new social contract: we’re all in this together
  • Every product is already a service
  • HMW: how might we improve the airport security checkpoint experience?
  • Not just buyers and sellers; participants in 2 way process (Wikipedia, Android)
Steve Jobs
  • Not a computer scientist
  • Reinvented industries
  • Refused focus groups

Grow: Keep it going: evolving the ideal for comparative advantage
  • Motorola Solution made posters of its ideal, video
  • HP Ideal: human progress
Class summary
  • Finding and activating your ideal
  • Pyramid of influence model (Nike)
  • Athletes at top 5%
  • Weekend warriors who play regularly 15%
  • Mass market 80%
  • If sell shoes to the athletes, weekend warriors will want and then mass market will want
  • Nike started by first selling to athletes, then others got interested when those athletes won
  • Everything is media
  • Apple Stores (stores as media)
  • Delivering an ideal-based brand experience
  • Measurement
Stengel Top 10 habits
  • Reveal your inspirational brand ideal and operationalize it
  • Be clear what you stand for and be visible inside and out
  • Design your organization for what you need to win: core work, capabilities, and career path
  • Begin with a rough audit of work ... how close is your organization to the right design
  • Get your team right.
  • Champion innovation, especially disruptive innovation.
  • Set your standards very high.
  • The most powerful comment from a leader: “You are capable of so much more than this.”
  • Train all the time.
  • Do a few symbolic things (i.e., Brand Health Checks).
  • Think like a winner, act like a winner.
  • Live your desired legacy.
P&G
  • Purpose inspired growth strategy
  • Different relative importance of products for people’s lives
  • Developing leaders
  • Most promotion from within
  • 30% come from acquisitions
  • Do not use headhunters
  • Very difficult to be good leader
  • How many ppl consider you a role model?
  • What impact are you making?
  • You have responsibility if you are someone’s role model
  • 3 categories of ppl: people who let things happen, who make things happen, who wonder what’s happening
  • As a human, you’re in all 3
  • You as a brand
  • Are there stories about you?
  • There are always stories; question is what are the stories?
  • Do you care about the stories?
  • What does a brand have?
  • A target who (they want to go after): first decide who you want to sell to
  • A positioning (they want to own)
  • Want consistency in people’s response of 1-word equity behind brand
  • Volvo = safety #1 around the world
  • An image (they get as a result of the above)
  • Technology/social media affects it
  • Ask your friends: what is my 1-word equity?
  • What is a brand?
  • Product
  • Service
  • Experience
  • Person
  • Institution
  • Place
  • Promise
  • Emotion
  • Commitment
  • Responsibility
  • Team
  • You as a brand
  • Coke: $70B, Nokia: $30B
  • How much are you worth?
  • Who is your target?
  • What is your positioning?
  • What is your image?
  • 2 concepts
  • Strategies: when you’re making a clear choice w/ consequences
  • Lose weight (goal) => join gym (strategy) => plan
  • Choice that is really a choice
  • it has clear consequences
  • it comes before plans
  • Strengths: before, focused on improving weaknesses (huge self-improvement industry in US)
  • Now, focus on your strengths
  • Must match strengths to job
  • What are you really good at
  • What you leverage most of the time
  • What you keep working on
  • Moroccan women spend 6 hours per day today washing stuff
  • Tip #1: (try to) be clear about what matters to you the most
  • Tip #2: change is the only constant. Embrace change. Learn how to thrive under change.
  • Tip #3: treat everybody with respect, be straight and tell them the truth. Have a point of view.
  • Tip #4: be yourself and leverage your strengths. We all make a lousy somebody else. Don’t imitate role models.
  • Tip #5: have dreams, aspirations and ambitions. But focus your energy on the job you are doing, not the next one.
  • Tip #6: you are only as good as other ppl think you are
  • Annual 360 degree reviews of strengths & opportunities (give list of ppl to boss and boss subtracts and adds)
  • Tip #7: always provide constructive criticism
  • Tip #8: your personal leadership matters
  • Tip #9: have fun
  • Tip #10: always help others and feel comfortable to ask for help
  • The best time to plant a tree is 20 years ago. The second best time is today. –Chinese Proverb
2 Comments
Denise Gabbard link
5/10/2012 12:21:25 am

This is great stuff! Especially your 10 tips at the end-- they are dead on.Many of us fail to look at ourselves as a brand, and that is often a mistake.

Tip #6: you are only as good as other ppl think you are

This is the vital one--- one of our most important missions in life is to <a title="protect our business reputation " href="http://reputationmanagementagency.com/">protect our business reputation </a>. A good reputation will help you be successful, a bad one will leave you lonely. Thanks for sharing what you learned:)

Reply
ruggie reviews link
8/6/2013 08:02:59 pm

P and G is of the leading brands in consumer products. The trust and quality of the product made them the leading brand. The lessons and points that you shared about P and G are very interesting and thank you for sharing it.

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