The disciplines of branding:
1. Differentiate
a. What are
you?
b. What do you
do?
c. Why does
it matter?
2-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
3- Innovate: You know that an idea is innovative when its
scares the hell out of body
4- Validate: bringing the audience into the creative
process
a. If your
audience cant verbalize your concept, you’ve failed to communicate it
5- Cultivate
6- 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
