Lecture Outline for February 29,2000
Networks and Stories


I. What is a brand

A. A brand is a COVENANT with the customer
B. The mere mention of a brand should trigger a series of expectations - not only about the product itself, but also about "what it would do" and what "it would never do"
--Brands are Managed
C. A strong brand creates a relationship with the customer that is unique and relevant
D. Brands help consumers make choices in an increasingly cluttered environment.
E. A successful brand is more than a monetary transaction - it is about experience - a mindset.
F. "Power Brands" have one thing in common - they have all separated from the pack by tightly controlling and carefully exploiting their brand equity.

II. How do you build a strong brand

A. Provide a unique point of differentiation.
B. Deliver superior execution of desired benefits
C. Maintain innovation and relevance - remain compelling!
D. The goal is not to simply deliver a product that the consumer "likes" - but to deliver a MINDSET - feelings they want to feel, when they want to feel them.
E. Brands need to be consistent - EVERYTHING COMMUNICATES - so everything needs to be aligned with the belief system of that brand.

III. What is a Brand Bank

A. Because a successful brand is a successful relationship, wethink about brands as if they were banks.

III. Personal Branding

A. We are all viewed as "individual" or "personal" brands that impact our ability to
    --establich relationships
    --get jobs we want
    --hook-up at bars

B. So how do we hook up at bars...errr, manage our personal brand equity?
    --get on message
    --a core brand essence-capitalize on who you are

C. Discipline and Consistency
    --stay on message
    --learn to be still

D. Be Relevant and Compelling
E. Understand and use permission marketing
    --interuption vs. permission
    --identify points of parity/ points of difference
    --identify comm. and comm. platforms that are compelling and relevant to your audience.

 Back