The
discussion topic for the fourth Friday Buzz held on November 8, 2002 was “Understand
and Express Brands Internally and Externally". The guest speaker was Vahid
Mehrinfar, a branding and communication expert. .
.
Highlights of the Presentation
What is Brands? • It's the
Knowledge for performance
The Knowledge
that brings market savvy
Knowledge
based on understanding
• Branding is all about engineering
perceptions and designing the culture gene • Its about building relationships •
Imaging is about creating relevance and difference with the objective to reach,
touch and win. • Imaging is all about winning •
Primary challenge in branding is making it viable • Communication is all
about
Understanding
measurement
Measurement
is about manageability and
Manageability
is all about recall
• Viability through communication
is branding • Recall + likeability = branding • Brands are earned
interactive ego and all about brand values • Some real examples of brand
values are
Virgin
- where the brand value s entertainment
Nike
- where the value is challenge
• Bench Trending, as opposed
to bench marking is futuristic and should be able to tell a
story. • The key is in finding the 'Brand Lens' which is, project intent,
future position and the strategy • Brand lens is used
for identification of positioning, its about "Fuzzy logic" •
Fuzzy Logic - scattered brand position with variating interpretations.
