The 5 disciplines of branding:
Differentiate
a. What are you?
b. What do you do?
c. Why does it matter?
Collaborate: building a brand is a collaborative project
a. The One-Stop Shop: contains the resources to develop and steward the brand
b. The Brand Agency: hire the best firm to develop the brand
c. Integrated marketing team: managed internally
Innovate: You know that an idea is innovative when its scares the hell out of everybody
Validate: bringing the audience into the creative process
a. If your audience cant verbalize your concept, you’ve failed to communicate it
Cultivate
Brand Extensions:
- Bad Brand Extensions: are those that chase short-term profits at the expense of long-term brand value
- Good Brand Extensions: grow the value of a brand by reinforcing its focus
