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    « Are you a real American? | Main | Mesmerizing »

    October 22, 2008

    Comments

    O.S

    This is indeed very very interesting. And in line with the new thinking about bigger ideas becoming smaller, but more, and more interesting ideas. It also shows how very "dangerous" it is to trust old "truths" and models, as the world changes quicker than ever. Will definitely read!

    Paul

    Interesting idea. I wonder how he defines 'energy'? I have always liked the idea of 'potential energy' for brands - similar to the physical definition. Brands build potential energy similar to how politicians build political capital. Maybe Brand Capital is a better term? Brand Capital is why companies like Apple can get away with releasing sub-standard products and live to tell the tale.

    gareth

    Hi Paul,
    The definition they use of energy is "the consumer perception of motion and direction in a brand". They then break this into three core components: 1. vision (the brand's purpose and aspirations), 2. invention (product and service innovation, content and other tacticle, demonstrable brand experiences) and 3. dynamism (how the brand expresses itself in a dynamic way)

    Miguel

    This is a very interesting idea. It is absolutely true that a brand's value needs to be measured by how consumers perceive it. However, the argument that consistency is a “false idol” could be an excuse for the complacency that businesses have with products. At Schawk though, we firmly believe that -- given the rise of globalization and the proliferation of product SKUs -- that creating a visually consistent brand across all touchpoints and geographic locations is critical for success.

    At Schawk, we have found that packaging is one touchpoint that can often make or break a product, since more than 70% of purchase decisions take place while shopping. The visual experience from a package is key to a brand resonating with a consumer, thereby strengthening brand affinity and increasing loyalty. Part of building brand personality is creating successful visual elements, such as logos and packaging, to improve brand affinity. Because the visual experience influences a person’s perception of the brand, it also impacts the brand’s value.

    Today’s consumer may expect businesses to have “energy and momentum,” but businesses also should have the means to bring new products to market in a manner that continues to build brand affinity. Schawk recognized this need and turned to brand point management, which integrates strategic, creative and operational excellence, helping businesses deliver consistent and compelling brand experiences across all mediums and geographic locations. Our work with Coke, which was recently ranked as the number one brand according to Interbrand, reinforces the necessity to strengthen core design characteristics thereby improving brand value.

    I am curious to have your perspective on how brand point management my further improve a businesses ability to foster brand value. Schawk has a collection of white papers available on Scribd.com. The following link will take you to the Operational Efficiency white paper that may be of interest: http://www.scribd.com/doc/5093361/Brand-Point-Management-Operational-Efficiency-White-Paper-Final

    Herman

    John Gerzema (author of The Brand Bubble) was interviewed by a blog on his new book. Link to interview: http://www.marklives.com/wordpress/2008/09/29/the-brand-bubble-the-looming-brand-crisis-and-how-to-avoid-it/

    Michael  Hastings-Black

    love this, curious to read and see how the idea of transparency plays into it. a smart planner I know was once asked by a client how to better brand their poor product. his response? make a better product:)

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