Brand enigma : decoding the secrets of your brand

345 Pages·2008·6.006 MB·English

by  Harvey, David, Bruce, Duncan

Brand
Enigma
Decoding the Secrets of Your Brand
Duncan Bruce
and
David Harvey
A John Wiley and Sons, Ltd., Publication
Copyright © 2008 John Wiley & Sons Ltd, The Atrium, Southern Gate, Chichester,
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Library of Congress Cataloging-in-Publication Data
Bruce, Duncan, 1951–
Brand enigma : decoding the secrets of your brand / Duncan Bruce, David Harvey.
p. cm.
Includes bibliographical references and index.
ISBN 978-0-470-77960-6 (cloth)
1. Branding (Marketing) 2. Business names. 3. Corporate
image. 4. Organizational effectiveness. 5. Creative ability in business.
I. Harvey, David, 1945– II. Title.
HF5415.1255.B78 2008
658.8'27 – dc22
2008038615
British Library Cataloguing in Publication Data
A catalogue record for this book is available from the British Library
ISBN 978-0-470-77960-6
Typeset in SNP Best-set Typesetter Ltd., Hong Kong
Printed and bound in Great Britain by TJ International Ltd, Padstow, Cornwall, UK
CONTENTS
Acknowledgements ix
Prelude: playing with brands xi
CHAPTER ONE: GETTING THE BEST FROM
THIS BOOK 1
Brand redefi ned 6
How dreams and visions produce hard results 9
When dreams lose their magic 12
Discover the genius behind your brand 15
CHAPTER TWO: NIGHTMARES AND DREAMS:
THE NEW WORLD OF BRANDS 29
Welcome to the era of warp-speed change 34
Changing everything at Internet speed 37
Globalisation, fair trade and ethical business 39
An unstoppable chain reaction 40
Brands in the dock 41
The democratisation of power and infl uence 43
Brands that run riot 45
The evolving role of brands 50
Putting corporate values on the line 56
iii
Contents
Seeing is believing: opening the doors of
perception 58
Dysfunctional brand management: the search
for a cure 62
CHAPTER THREE: ENDURING MYTHS, NEW
CHALLENGES AND REALITIES 67
Myth One: Brands are just about differentiation
in the marketplace 69
Myth Two: What you see is all you get 69
Myth Three: Brands only concern the marketing
department 70
Myth Four: Customers are the only brand
consumers that count 71
Myth Five: External research will tell you all
you need to know about your brand 72
Myth Six: You can bury the bad news 72
Myth Seven: With the internationalisation
of markets, it is easy for brands to act
globally 74
Challenge One: Do you confuse new
product development and innovation with
brand extension? 76
Challenge Two: Do you think that you are the
real owner of your brand? 76
Challenge Three: Is your brand development
two paces behind the competition? 78
iv
Contents
Challenge Four: Do you still believe you have a
unique selling point? 78
The new rules of brand engagement 80
Rule One: Brands are too important to be left to
the brand manager 82
Rule Two: Brands need to be reviewed and
renewed 83
Rule Three: The leader is the brand 84
Rule Four: Brand reputation may not be easily
quantifi able, but it is a major asset 88
Rule Five: Your brand should be one of the
most important drivers of performance at every
level of the business 90
Rule Six: Get in touch with the genius
of the brand to discover its transformational
power 91
Get in touch with the current status of your
brand 93
CHAPTER FOUR: HOW THE BRAND DREAM
PROCESS TOOK SHAPE 95
Unravelling the brand enigma 99
Principle One: If you stay on the surface you will
never understand what lies underneath 100
Principle Two: Location, location, location – never
underestimate the magical power of place to
energise or demotivate the creative process 103
v
Contents
Principle Three: Use all your faculties, not
just your intellect, to see things in new
ways 104
Principle Four: Conventional methods produce
conventional results. Trust your intuition to
lead you where you need to go 113
Principle Five: If you are not enjoying yourself and
thinking intuitively, then you are not going to be
creative 116
Principle Six: Once you change the way you feel
about the whole brand experience, you can change
the way the brand behaves 118
The personal dividend 119
Stories with a point 121
CHAPTER FIVE: FITTING THE PIECES TOGETHER:
THE BRAND DREAM MODEL 123
An inclusive process for everyone from CEO to
fl oor sweeper 131
Raising the curtain on the brand dream event 133
Rediscovering the legacy and traditions of the
brand 134
The play’s the thing 135
Brand behaviour and the personal connection 137
Phase Four: The dream and the guiding principle
for brand development 139
A process that embeds the brand in the
organisational psyche 143
vi
Contents
CHAPTER SIX: TAKING THE BRAND DREAM
MEDICINE 145
Polishing up a brand’s diamond qualities 150
Building a multicultural consensus around a brand 155
First impressions of the brand dream model 157
Understanding brand chemistry of the brand 161
CHAPTER SEVEN: DECONSTRUCTING BRANDS:
A NEW WAY OF SUSSING OUT THE
COMPETITION 167
I had a dream . . . 171
Nike: best is never good enough 172
Virgin: the people’s fearless champion 182
Lost and found: how Marks & Spencer rediscovered
what made it great 188
Ryanair: come f . . . ly with me 195
What Google did next . . . 202
Tough choices at the BBC 210
Oxfam: BINGO with an awesome prize 217
Try it yourself 225
CHAPTER EIGHT: ENGAGING STAFF IN THE
EMPLOYER BRAND 227
The rise of employer branding 230
CHAPTER NINE: WEB THREATS AND
OPPORTUNITIES 255
Power to the people 257
vii
Contents
CHAPTER TEN: AN INSPIRATIONAL APPROACH
TO INNOVATION 283
The blocks to effective innovation 287
The innovation tunnel: a trip into the unknown 299
Getting into the spirit of innovation 302
Why consumer boot camps turn up better answers 305
CHAPTER ELEVEN: RENEWING THE DREAM 309
Index 315
viii
ACKNOWLEDGEMENTS

Many people have contributed, directly and indirectly, to the
making of this book. Since the brand dream process contin-
ues to be work in progress, there are all those who have
joined me at different stages of the journey and played a
part in the adventure. Thanks are due to them, along with
all those who generously agreed to share their experience
of implementing brand dream and innovation programmes
in their organisations that are included in the following chap-
ters. Not only did they help to validate the brand dream
model, but their feedback was invaluable in pointing to ways
for refi ning the brand dream process further.
From these two groups, I should particularly like to mention
Paul Stallard, Darrel Poulos, Giles Lenton, Heather Campbell,
Marc Cox, Alan Sekers, Simon Williams, Debbie Taffl er,
Quinn Stainfi eld - Bruce, Richard Maryniak, Tom Morley, Sam
Bond, Peter Moulin - Feroze, Natalie Bentley, Chris Priest,
David Bott and Nick Shepherd.
Over the years a lot of other people, including clients, all
my colleagues at the Brand Conspiracy and the Youth Con-
spiracy, not to mention friends, have helped more than they
ix