Strategy

Old: asking customers to fill out forms

weakness: client can only say what he already knows

Now: Ask people / look at sales from similar products

pitch the idea / visit customers of competitive products / non customers

observations / ask a social network questions / make prototypes

1.Wish vision mission

2. Imagine vivid description BHAG

3.Believe would you invest in it?

4. Express

5. Research very important

6. Plan strategy

1. What? Product / Service what do you make or do?Tone of voice / proposition / Brand DNA

Subtopic

2. Who? Customers / Value chain

3.How? Where / logistics

Companies have to had things to the commodity

Experience Ladder: with the example of coffee

Dreams come true: yet unknown

Awesome experiences: starbucks

Solutions: Nespresso machine

Services: coffee in a bar, more expensive

Goods: Grinded coffee, more expensive

Raw materials: Coffee beans, very cheap

This is valid only business to customer so not raw oil from producer to shell

1870's Identification branding: brand gives unique aspect to branding (USP = unique selling property)

Product benefit branding

symbolic branding: emotional dimension eg marlboro

experience branding: starbucks

societal branding: ethical values

total branding: total synchronization of story and company eg BMW

End Phase: Open branding: brands have always been invented behind a desk. Now people want to participate

development is driven by creation of more brands over time

a product without brand is a commodity

Intelligent

BDO, build-a-brand-model

Define the DNA with Vision / Value / Voice

Good Vision is a paradox of two things that are hard to combine

eg Mechanics & Style

Values of a marketleader Vitality / Prestation / Harmony / Continuity

Every company has a place on the four axes

Every model has a division of rational / emotional / comparative

Imaginative