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Branding - Find Your Zag

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Vakhtang Antadze
Vakhtang Antadze

This document outlines steps for companies to find their "zag", or unique differentiator, when most competitors are taking similar "zig" approaches. It discusses 5 checkpoints for identifying a zag: 1) defining who the company is through shared beliefs and passions, 2) determining the core purpose, 3) establishing a concrete vision, 4) pinpointing what makes the company uniquely different, and 5) developing an explanatory "trueline" and customer-facing tagline. Examples are provided for each checkpoint to illustrate how companies like Google, Disney, and others have identified their zags.

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1 WHEN EVERYBODY ZIGS Try to find your ZAG Branding 2nd Issue Source: Marty Neumeier
Reminder from previous Session 2 In reality, all companies competing in one and the same category in 95% (Zig). They do same things, with SAME Skills, with SAME TECHNOLOGIES, use SAME Media etc WHAT MAKES THEM DIFFERENT IS THAT VERY (Zag) 5%
3 WHERE TO SEARCH FOR OUR ZAG? IN PRODUCTS? NO IN SERVICE NO IN FEATURES NO IN PROCEDURES - NO IN BELIEFS
4 people dont buy what you do - they buy why you do it. the goal is not to sell to people what you have - the goal is to connect with people who believe what you believe Watch Video (http://www.youtube.com/watch?v=d2SEPoQEgqA ) Source: Simon Sinek
5 WRITE DOWN WHAT IS YOU MAJOR BELIEF I BELIEVE THAT
TIME TO BE MORE SPECIFIC. In FINDING OUR ZAG WE SHALL GO THROUGH 5 CHECK POINTS 1. 2. 3. 4. 5. Who are we? What do we do? Whats our vision? What makes us the ONLY What is our Trueline Source: Saatchi & Saatchi 6
CHECK POINT 1 WHO ARE WE No matter in what we believe, without the experience, credibility and PASSION we wont be able to deliver, to contribute into what WE BELIEVE in. If we look at our team we will find What is the One thing that we have in common (at least majority of us ) 7
8 Example: In Google, peoples philosophy is DONT BE EVIL So People working in Google, have 1 thing in common, none of them is EVIL This Clear philosophy has allowed the company not only to survive in dot-com business crisis, but to INSPIRE employees, delight users, and attract investors to a degree no one thought possible
CHECK POINT 2 WHAT DO WE DO What is our Core purpose? Hint: This is fundamental reason our Company Exists, beyond making money This is one thing that will never change about our Company 9
10 Exapmle: Googles state purpose is TO ORGANIZE THE WORLDS INFORMATION AND MAKE IT UNIVERSALLY ACCESSIBLE Disneys Purpose is TO MAKE PEOPLE HAPPY How many words will it take to articulate our purpose? If it takes more than 12, we have to go back to check point 1
11 CHECK POINT 3 WHATS OUR VISION While Companys purpose can be abstract, a companys vision should be concrete Its an illustration of Future A soul never thinks without an image Source:Aristotle
True Vision cant be imposed on the company it has to grow from the shared beliefs, purposes and passion of its people The Leaders job is to shape and articulate that vision, making it memorable, inspiring True Visions lead to COMMITMENT rather than compliance, CONFIDENCE rather than caution 12
EXAMPLE OF RELATIONSHIP BETWEEN PURPOSE & VISION Referring to Kennedys years: the PURPOSE was ADVANCING MANS CAPABILITIES TO EXPLORE THE HEAVENS A vision on the other hand was A MAN ON THE MOON BY THE END OF THE 1960 13
CHECK POINT 4 WHAT MAKES US THE ONLY 14 The passion, purpose and vision that drive the company may be virtually identical with those of competitors Look: in 99% companies stating their core values use 3 or 4 virtues from this List: 1.Innovative 2.Market-driven 3.Customer oriented 4.Ethical 5.Responsive 6.Collaborative 7.Trusted 8. Quality-minded 9.Progressive 10.Proactive 11.Responsible 12.optimistic
15 While Virtues Like this are admirable, ZAGing requires that a company define itself by what makes it UNIQUE, not what makes it admirable
16 Complete the sentence: Our Brand is the ONLY ____________________ That ____________________.
17 The ZAG was when CitiBank did when they positioned their company as the anti bank with Tagline: LIVE RICHLY and headlines like this: For a guaranteed return on investment, try buying flowers Onliness is the true test of a ZAG If we cant say we are the ONLY lets Go back and start over
18 Here is some Detailed Version of the Exercise to help pinpoint our onliness: WHAT IS OUR CATEGORY? HOW WE ARE DIFFERENT? WHO ARE OUR CUSTOMERS? WHERE ARE THEY LOCATED? WHEN DO THEY NEED US?
19 EXAMPLE HARLEY-DEVIDSON What: The only motorcycle manufacturer How: that makes big, loud motorcycles Who: for Macho guys (and macho wannabees) where: mostly in United States why: who want to join a gang of cowboys When: in era of decreasing personal Freedom
CHECK POINT 5 HOW DO WE EXPLAIN OURSELVES All Brand communication should emanate from an internal positioning line or TRUELINE A TRUELINE is the one true thing you can say about the Brand, based on its onliness statement. It must be something competitors cant (or wont) claim. In other words its company's VALUE PROPOSITION The reason Brand matters to customers RATIONALLY 20
21 Remember, ITS NOT WHAT WE SAY, ITS WHAT THEY SAY ABOUT US
EXAPMPLE: SOUTHWEST AIRLINES: You Can Fly just anywhere for less than it costs to drive MINI The small car for people who want a fun driving experience eBay The Place to trade practically anything on earth From customers perspective these are the basic differentiating truths about these Brands 22
23 Once we have our trueline its a short step to a customer-facing TAGLINE For Example: When SOUTHWEST SAYS: YOURE NOW FREE TO MOVE ABOUT THE COUNTRY they are simply translating their trueline into a more polished form What they are tapping into is Customers belief that southwest offers a kind of freedom they did not have before
24 When MINI says LETS MOTOR They are translating a whole complex of feelings into tribal message: if you appreciate small, high-performance cars and you hate American trend towards CLUMSY, GAZGUZZING Cars, come on and join us.
25 The Key in Crafting the truelines and taglines is to focus on a single proposition If you find yourself finding commas or ANDs, you may need more focus
EXAMPLES OF TRUELINES AND TAGLINES 26 TRUELINE CITYBANK knows that money is only mean to happiness TAGLINE LIVE RICHLY TRUELINE AUDI MAKES CARS for People who take the road less traveled TAGLINE NEVER FOLLOW TRUELINE DISNEY LAND is the Worlds Favorite amusement park TAGLINE THE HAPPIEST PLACE ON EARTH TRUELINE NIKE helps you to find inner athlete TAGLINE JUST DO IT TRUELINE APPLE challenges the STATUS QUO TAGLINE THINK DIFFERENT TRUELINE LAS VEGAS is where the world goes to be Naughty TAGLINE WHAT HAPPENS HERE, STAYS HERE
27 Thank You Vakhtang Antadze GUM Category Manager Caucasus Kraft Foods Georgia LLC Part of the Mondelz International Family of Companies Direct: +995 32 2200 180 (Ext.108 )|Mobile: +995 599887098 19 Davit Gamrekeli Str.,Business Centre Palati, Mansard Offices No.46 -47|Tbilisi,Georgia Vakhtang.antadze@mdlz.com

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Branding - Find Your Zag

  • 1. 1 WHEN EVERYBODY ZIGS Try to find your ZAG Branding 2nd Issue Source: Marty Neumeier
  • 2. Reminder from previous Session 2 In reality, all companies competing in one and the same category in 95% (Zig). They do same things, with SAME Skills, with SAME TECHNOLOGIES, use SAME Media etc WHAT MAKES THEM DIFFERENT IS THAT VERY (Zag) 5%
  • 3. 3 WHERE TO SEARCH FOR OUR ZAG? IN PRODUCTS? NO IN SERVICE NO IN FEATURES NO IN PROCEDURES - NO IN BELIEFS
  • 4. 4 people dont buy what you do - they buy why you do it. the goal is not to sell to people what you have - the goal is to connect with people who believe what you believe Watch Video (http://www.youtube.com/watch?v=d2SEPoQEgqA ) Source: Simon Sinek
  • 5. 5 WRITE DOWN WHAT IS YOU MAJOR BELIEF I BELIEVE THAT
  • 6. TIME TO BE MORE SPECIFIC. In FINDING OUR ZAG WE SHALL GO THROUGH 5 CHECK POINTS 1. 2. 3. 4. 5. Who are we? What do we do? Whats our vision? What makes us the ONLY What is our Trueline Source: Saatchi & Saatchi 6
  • 7. CHECK POINT 1 WHO ARE WE No matter in what we believe, without the experience, credibility and PASSION we wont be able to deliver, to contribute into what WE BELIEVE in. If we look at our team we will find What is the One thing that we have in common (at least majority of us ) 7
  • 8. 8 Example: In Google, peoples philosophy is DONT BE EVIL So People working in Google, have 1 thing in common, none of them is EVIL This Clear philosophy has allowed the company not only to survive in dot-com business crisis, but to INSPIRE employees, delight users, and attract investors to a degree no one thought possible
  • 9. CHECK POINT 2 WHAT DO WE DO What is our Core purpose? Hint: This is fundamental reason our Company Exists, beyond making money This is one thing that will never change about our Company 9
  • 10. 10 Exapmle: Googles state purpose is TO ORGANIZE THE WORLDS INFORMATION AND MAKE IT UNIVERSALLY ACCESSIBLE Disneys Purpose is TO MAKE PEOPLE HAPPY How many words will it take to articulate our purpose? If it takes more than 12, we have to go back to check point 1
  • 11. 11 CHECK POINT 3 WHATS OUR VISION While Companys purpose can be abstract, a companys vision should be concrete Its an illustration of Future A soul never thinks without an image Source:Aristotle
  • 12. True Vision cant be imposed on the company it has to grow from the shared beliefs, purposes and passion of its people The Leaders job is to shape and articulate that vision, making it memorable, inspiring True Visions lead to COMMITMENT rather than compliance, CONFIDENCE rather than caution 12
  • 13. EXAMPLE OF RELATIONSHIP BETWEEN PURPOSE & VISION Referring to Kennedys years: the PURPOSE was ADVANCING MANS CAPABILITIES TO EXPLORE THE HEAVENS A vision on the other hand was A MAN ON THE MOON BY THE END OF THE 1960 13
  • 14. CHECK POINT 4 WHAT MAKES US THE ONLY 14 The passion, purpose and vision that drive the company may be virtually identical with those of competitors Look: in 99% companies stating their core values use 3 or 4 virtues from this List: 1.Innovative 2.Market-driven 3.Customer oriented 4.Ethical 5.Responsive 6.Collaborative 7.Trusted 8. Quality-minded 9.Progressive 10.Proactive 11.Responsible 12.optimistic
  • 15. 15 While Virtues Like this are admirable, ZAGing requires that a company define itself by what makes it UNIQUE, not what makes it admirable
  • 16. 16 Complete the sentence: Our Brand is the ONLY ____________________ That ____________________.
  • 17. 17 The ZAG was when CitiBank did when they positioned their company as the anti bank with Tagline: LIVE RICHLY and headlines like this: For a guaranteed return on investment, try buying flowers Onliness is the true test of a ZAG If we cant say we are the ONLY lets Go back and start over
  • 18. 18 Here is some Detailed Version of the Exercise to help pinpoint our onliness: WHAT IS OUR CATEGORY? HOW WE ARE DIFFERENT? WHO ARE OUR CUSTOMERS? WHERE ARE THEY LOCATED? WHEN DO THEY NEED US?
  • 19. 19 EXAMPLE HARLEY-DEVIDSON What: The only motorcycle manufacturer How: that makes big, loud motorcycles Who: for Macho guys (and macho wannabees) where: mostly in United States why: who want to join a gang of cowboys When: in era of decreasing personal Freedom
  • 20. CHECK POINT 5 HOW DO WE EXPLAIN OURSELVES All Brand communication should emanate from an internal positioning line or TRUELINE A TRUELINE is the one true thing you can say about the Brand, based on its onliness statement. It must be something competitors cant (or wont) claim. In other words its company's VALUE PROPOSITION The reason Brand matters to customers RATIONALLY 20
  • 21. 21 Remember, ITS NOT WHAT WE SAY, ITS WHAT THEY SAY ABOUT US
  • 22. EXAPMPLE: SOUTHWEST AIRLINES: You Can Fly just anywhere for less than it costs to drive MINI The small car for people who want a fun driving experience eBay The Place to trade practically anything on earth From customers perspective these are the basic differentiating truths about these Brands 22
  • 23. 23 Once we have our trueline its a short step to a customer-facing TAGLINE For Example: When SOUTHWEST SAYS: YOURE NOW FREE TO MOVE ABOUT THE COUNTRY they are simply translating their trueline into a more polished form What they are tapping into is Customers belief that southwest offers a kind of freedom they did not have before
  • 24. 24 When MINI says LETS MOTOR They are translating a whole complex of feelings into tribal message: if you appreciate small, high-performance cars and you hate American trend towards CLUMSY, GAZGUZZING Cars, come on and join us.
  • 25. 25 The Key in Crafting the truelines and taglines is to focus on a single proposition If you find yourself finding commas or ANDs, you may need more focus
  • 26. EXAMPLES OF TRUELINES AND TAGLINES 26 TRUELINE CITYBANK knows that money is only mean to happiness TAGLINE LIVE RICHLY TRUELINE AUDI MAKES CARS for People who take the road less traveled TAGLINE NEVER FOLLOW TRUELINE DISNEY LAND is the Worlds Favorite amusement park TAGLINE THE HAPPIEST PLACE ON EARTH TRUELINE NIKE helps you to find inner athlete TAGLINE JUST DO IT TRUELINE APPLE challenges the STATUS QUO TAGLINE THINK DIFFERENT TRUELINE LAS VEGAS is where the world goes to be Naughty TAGLINE WHAT HAPPENS HERE, STAYS HERE
  • 27. 27 Thank You Vakhtang Antadze GUM Category Manager Caucasus Kraft Foods Georgia LLC Part of the Mondelz International Family of Companies Direct: +995 32 2200 180 (Ext.108 )|Mobile: +995 599887098 19 Davit Gamrekeli Str.,Business Centre Palati, Mansard Offices No.46 -47|Tbilisi,Georgia Vakhtang.antadze@mdlz.com