Idris Mootee - 60-Minute Brand Strategist. The Essential Brand Book for Marketing Professionals

Contents

Copyright 2013 by Idris Mootee. All rights reserved.

Design: Sali Tabacchi Inc.

Published by John Wiley & Sons, Inc., Hoboken, New Jersey.

Published simultaneously in Canada.

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Library of Congress Cataloging-in-Publication Data:

Mootee, Idris, 1958

60-minute brand strategist: the essential brand book for marketing professionals / Idris Mootee.

pages cm

Includes index.

ISBN 978-1-118-62516-3 (cloth); ISBN 978-1-118-65982-3 (ebk);

ISBN 978-1-118-65996-0 (ebk); ISBN 978-1-118-65986-1 (ebk)

1. Branding (Marketing) I. Title. II. Title: Sixty-minute brand strategist.

HF5415.1255.M676 2013

658.827dc23

2013005318

Idris has managed to condense years of intense brand thinking, innovation, and practice into this highly digestible and eye-opening book. A pleasure to absorb both visually and intellectually, the 60-Min Brand Strategist is a boon to anyone in contact with the brand levers.

Dane Solomon, SVP, Executive Creative Director, Williams-Sonoma, Inc.

Cohesive brand strategies are at the heart of every great company. Idris has this amazing ability to articulate how to get every facet working together, which is critical in todays ever changing world.

Justin Cooke, CMO, TOPSHOP

Idriss insight, compiled in the 60-Minute Brand Strategist , is a terrific primer that can be used to unlock the who am I question and serves as an excellent resource for anybody interested in the intersection of brand marketing and business strategy.

Ian Yolles, CMO, Recyclebank

... it presents a lot of punchy, inter-connected ides that will put you thinking on marketing and brands. Although it covers the familiar topics, it often does so in original ways...

The Globe and Mail

Customers must recognize that you stand for something.

Howard Schultz, Starbucks

Introduction

This book is a creative compilation of thoughts, processes, frameworks, and visuals taken from my Advanced Branding Master Class, running for more than 10 years in more than 20 countries. This book is for those who havent yet had the opportunity to attend my seminars. Everyone is busy, with little time to read, so this book is a 60-minute read that could be finished on a flight from New York City to Chicago, or from London to Paris.

Brand is unarguably the most powerful business tool ever invented, after costing and pricing. There are a lot of myths about brand and brand strategy, including the right way to grow the financial and strategic value of a brand and the notion that brand strategy should always align with business strategy. People often place too much value in the power of a logo or a name, but rarely enough on their brand strategy. Many also assume that the brand strategy of larger companies is always robust, and only affordable because of their size. This is far from the truth; every successful business, large or small, global or local, must have a brand strategy and it neednt be complicated.

Many assume a brands opportunity is only within its product/service category and often forget that the biggest opportunity for growth may exist outside or adjacent to the current definition of the market. All brands should be fighting two wars at the same timegrowing existing market share within a defined product category and inventing a new one. The reality is most established product categories brand market shares change very little despite big increases in media spending. So the question is, how can a brand generate growth and create economic value?

For a brand to grow, it requires stepping back from the current situation to develop a systemic way of looking at it from a different viewpoint, then aligning that with business strategy and the competitive contexta robust brand strategy. How can that be used to change the game to your brands advantage? By bringing empathy into the process, understanding the brands core and its role in the context of business strategy, and discovering how to change the way customers/channel partners think about the category, not by fighting for incremental share gain within the category.

This little book can help any company succeed by using the brand to inspire and inform a game-changing strategy. Your investment into this book is well worth 60 minutes.

IN TECHNOCRATIC AND COLORLESS TIMES, BRANDS BRING WARMTH, FAMILIARITY AND TRUST.

PETER BRABECK, NESTL

What Is a Brand?

In a world where brands rule, products are no longer bundles of functional characteristics but rather a means to provide and enhance customer experiences. Thanks to the Internet and wireless technologies, information is so abundant that consumers are overloaded. They have more information than they can digest, use, need, or even want.

Product proliferation creates so many choices that it diminishes our ability to differentiate or choose what we truly value. Brands help us choose. They are invaluable tools that help us break through clutter to make choices based on our experience of and satisfaction with products or services.