BRAND THE UNBREAKABLE FRAME

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TABLE OF CONTENTS SECTION I 5 | Defining Brand & True Differentiation 6 | An Authentic Point of View 7 | The Brand Plan Pyramid SECTION II 8 | A New Standard for Brand Engagement 9 | Thinking Digitally 10 | The Self-Directed Buyer 11 | Marketing Technology for Brand Marketers SECTION III 12 | Define Your Direction: IBM 14 | Find Engaging Visuals: CBRE 15 | Express Your Organizational Character Through Social Media: Gartner SIDEBARS 8 | The Rise of the CXO 11 | A New Generation of Decision Makers 13 | 5 Signs You Need a Brand Refresh CONCLUSION 17 | Conclusion 4
DEFINING <strong>BRAND</strong> & TRUE DIFFERENTIATION SECTION I Many executives think of their brand as being limited to a logo, tagline or color palette. Although these elements are important, they are actually just components of your brand; verbal and visual signifiers for your organization. They are representations of your brand; cues to help audiences remember their experiences with you. They are not, however, your brand. A more holistic way of thinking about Brand is as the “sticky glue” that connects business strategy and customer/client experiences. Brand stickiness emanates from a clear understanding of what story is at the heart of your organization. That story is your Brand Essence: an intangible feeling one gets in the presence of your brand. This is defined and reinforced by what makes you different, memorable and unique. Collaborative. Responsive. Client-focused. Innovative. Far from being memorable or unique, these are some of the most commonly used go-to-market messages for B2B and professional services organizations. Nearly identical value propositions like these create a dangerous “sea of sameness.” Besides being uninteresting, this environment also puts undue pressure and emphasis on the professionals of these seemingly identical organizations to be the differentiators themselves. As marketers, we must dig deeper. We need to find a point of view that is authentic to the character of our organization and unique to our competitive set and vertical. Without this, it’s impossible to separate from the pack and present your clients and customers with a brand experience that is more than just your snappy color palette or slick logo. <strong>BRAND</strong> ESSENCE: an intangible feeling one gets in the presence of your brand. 5
Page 1 and 2: BRAND: THE UNBREAKABLE FRAME BY RYA
Page 3: SO THE INEVITABLE QUESTION THAT IS
Page 7 and 8: THE BRAND PLAN PYRAMID SECTION I St
Page 9 and 10: THINKING DIGITALLY SECTION II When
Page 11 and 12: MARKETING TECHNOLOGY FOR BRAND MARK
Page 13 and 14: DEFINE YOUR DIRECTION (CONT.) SECTI
Page 15 and 16: EXPRESS YOUR ORGANIZATIONAL CHARACT
Page 17 and 18: CONCLUSION BRAND is no longer simpl
Page 19: ABOUT One North is a digital agency

BRAND THE UNBREAKABLE FRAME

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