BRANDING and COMMUNICATING
CORPORATE CITIZENSHIP
Lawrence E. Moore, Ph.D.
Boston Center for Corporate Citizenship
Overview
Branding
1. What Brands Are
2. How Brands Are Built
3. Implications for Corporate
Citizenship/Reputation
Branding
1. What Brands Are
2. How Brands Are Built.
3. Implications for Corporate Citizenship
What Brands Are: Definitions
• An Exercise
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Branding
1. What Brands Are
2. How Brands Are Built
3. How Corporate Citizenship Brands Are Built
Branding: How Brands Are Built
• A Large number of processes and tools are applied
• No one, universally accepted process or tool
• But…all are grounded in the same fundamentals of branding.
• The best are a blend of Magic & Management
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Branding: How Brands Are Built
• A Branding Process for Illustration and Understanding
FIRST:
SECOND:
Brand Strategy Development
Brand Identity
2.1 Value Proposition
2.2 Brand Position
3 Fundamentals of Branding
2.3 Brand Position Statement
2.3 Brand Statement
2.3 Brand Momentum Equation
2.3 Creative Strategy Statement
2.3 An approach
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Branding: How Brands Are Built
Brand Strategy
Brand Identity
Value Proposition
Brand Position
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Branding: How Brands Are Built
Brand Strategy Development
CUSTOMER
INDUSTRY
ASSERTION
Identification
Segmentation
Prioritization
Competitive Environment
Industry Structure
Technology
Trends
Purpose/Vision
Belief/Insight
Market Position
Define Target
Customer
Define Market
Opportunity
Define Brand
(Ralph Lauren, Patagonia)
(Volkswagen, Nickelodeon, MTV)
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(Home Depot, Starbucks, Saturn)
Branding: How Brands Are Built
Brand Identity
• Based on the brand strategy, define the Brand Identity.
– First:
Value Proposition
– Second: Brand Position
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Branding: How Brands Are Built
Value Proposition
• Definition: The components of value the brand, as a whole, delivers.
RATIONAL
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EMOTIONAL
Branding: How Brands Are Built
Value Proposition
• Definition: The components of value the brand, as a whole, delivers.
RATIONAL
Product
Features, Benefits, Technology
Service
Convenience, Access, Offerings
Price
Premium, Value, Discount
Company
Organization, Innovation, Location, Ethics
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EMOTIONAL
Branding: How Brands Are Built
Value Proposition
• Definition: The components of value the brand, as a whole, delivers.
RATIONAL
EMOTIONAL
Product
Image
Features, Benefits, Technology
Imagery, Feelings, Heritage/History
Service
Self-Expression
Convenience, Access, Offerings
Individual Aspirations, Attitude, Lifestyle,
Personality
Price
Premium, Value, Discount
Company
Organization, Innovation, Location, Ethics
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Branding: How Brands Are Built
Brand Position
The portion of the value proposition we choose to emphasize to the target
audience because we believe it to be compelling to the target,
differentiated from competitors and sustainable
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Branding: How Brands Are Built
• THREE FUNDAMENTALS OF BRAND POSITION
1. Disciplined Focus
2. Meaningful Differentiation
3. Human Connection
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Branding: How Brands Are Built
Brand Position
The portion of the value proposition we choose to emphasize to the target
audience because we believe it to be compelling to the target,
differentiated from competitors and sustainable
16
Branding: How Brands Are Built
Tools for Defining and Communicating a Brand Position
1. Brand Position Statement
2. Brand Statement
3. Brand Momentum Equation
4. Creative Brief
5. Brand Personality Tools
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How Brands Are Built: Tools for Defining & Communicating
Brand Position
1. Brand Position Statement: An Example
For upper income men who own imported luxury sedans
(Target
Audience)
Cadillac Deville Concourse is the technologically advanced,
yet good value, luxury sports sedan
(Position)
which has unique technology features, makes you feel successful, is
powerful and fun to drive
(Consumer Benefits)
because it has StabilTrak, OnStar and 300hp Northstar System
it has European Styling
it is priced thousands less than comparable European
Sedans
(Reason To Believe)
Source: The Timberland Company/Monitor Company
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How Brands Are Built: Tools for Defining & Communicating
Brand Position
2. Brand Statement
A clear, compelling statement of the brand’s positioning with the target
audience. Answers 5 questions:
1. Who are we?
2. What are the categories in which we will compete?
3. Who is our target audience?
4. What do we do for them?
5. How do we do it?
Source: The Timberland Company
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How Brands Are Built: Tools for Defining & Communicating
Brand Position
2. Brand Statement: Some Examples
L.L. Bean
L.L. Bean will be a leader in the outdoor industry offering, offering high
quality equipment and apparel, backed by world class service, to outdoor
oriented consumers.
The Home Depot
The Home Depot will give consumers the best possible retail experience
when they enter our stores by being the leading innovator in the home
center retail industry through combining economies of scale inherent in a
warehouse format with a level of customer service unprecedented
amongst warehouse style retailers.
Source: The Timberland Company
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How Brands Are Built: Tools for Defining & Communicating
Brand Position
3. Brand Momentum Equation
Sell This…
Position
.
Source: Carmichael/Lynch
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By Saying This…
Key Promise
In This Way….
Attitude
Resulting in This.
Desired Perception
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How Brands Are Built: Tools for Defining & Communicating
Brand Position
3. Brand Momentum Equation: An Example
Sell This…
Position
Harley Davidson is the
ultimate motorcycle
experience, rooted in
freedom, individualism
and quest for
adventure.
Source: Carmichael/Lynch
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By Saying This…
Key Promise
In This Way….
Attitude
Resulting in This.
Desired Perception
How Brands Are Built: Tools for Defining & Communicating
Brand Position
3. Brand Momentum Equation: An Example
Sell This…
Position
Harley Davidson is the
ultimate motorcycle
experience, rooted in
freedom, individualism
and quest for
adventure.
Source: Carmichael/Lynch
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By Saying This…
Key Promise
Harley Davidson
represents an
uncompromised
philosophy of living.
In This Way….
Attitude
Resulting in This.
Desired Perception
How Brands Are Built: Tools for Defining & Communicating
Brand Position
3. Brand Momentum Equation: An Example
Sell This…
Position
Harley Davidson is the
ultimate motorcycle
experience, rooted in
freedom, individualism
and quest for
adventure.
By Saying This…
Key Promise
Harley Davidson
represents an
uncompromised
philosophy of living.
In This Way….
Attitude
Young at Heart
Irreverent
Into The Wind
Alone Together
Source: Carmichael/Lynch
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Resulting in This.
Desired Perception
How Brands Are Built: Tools for Defining & Communicating
Brand Position
3. Brand Momentum Equation: An Example
Sell This…
Position
Harley Davidson is the
ultimate motorcycle
experience, rooted in
freedom, individualism
and quest for
adventure.
By Saying This…
Key Promise
Harley Davidson
represents an
uncompromised
philosophy of living.
In This Way….
Attitude
Young at Heart
Irreverent
Into The Wind
Alone Together
Source: Carmichael/Lynch
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Resulting in This.
Desired Perception
Harley Davidson’s
unwavering commitment
to pure motorcycling
enables me to live my
life on my own terms.
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How Brands Are Built: Tools for Defining & Communicating
Brand Position
5. Brand Personality
1. If your brand were a car, what kind of car would it be?
2. If your brand were a celebrity, who would it be?
3. If your brand were an animal, what animal would it be?
4. If your brand were a blind date, describe what that person
would be like?
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Branding Tools: Summary
All the tools simply take different paths to the same 3 fundamentals.
DISCIPLINED FOCUS
MEANINGFUL
DIFFERENTIATION
BE HUMAN
Choose…
Choose Wisely…
Be Human…
Be Explicit
Be Relevant
Be Close
-Clear focus
-Listen. Most Compelling.
-A person, not a target audience.
Be Relentless
Be Distinct
Emotional, not rational
-Adherence to standards
-Uniquely you
Be Committed
Be Authentic
- Long Term
- Truth. Authenticity. Substance.
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Be Human
Branding
1. What Brands Are
2. How Brands Are Built
3. How Corporate Citizenship Brands Are Built
Branding: How Corporate Citizenship Brands Are Built
• The Same Principles, Process and Tools apply.
FIRST:
SECOND:
Citizenship Brand Strategy Development
Citizenship Brand Identity
First:
Value Proposition
Second:
Brand Position
- 3 Fundamentals of Brand Position
- Brand Position Statement
- Brand Statement
- Brand Momentum Equation
- Creative Strategy Statement
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Branding: How Corporate Citizenship Brands Are Built
Citizenship Brand
Strategy
Citizenship Brand Identity
Value Proposition
Brand Position
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Branding: How Corporate Citizenship Brands Are Built
Corporate Citizenship Brand Strategy Development
CUSTOMER
INDUSTRY
ASSERTION
Identification
Segmentation
Prioritization
Competitive Environment
Industry Structure
Technology
Trends
Purpose/Vision
Belief/Insight
Market Position
Define Target
Stakeholder
Define Market
Opportunity
Define Brand
(Patagonia, Levis: )
(Avon: Breast Cancer, MTV: Rock The
Vote)
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(Starbucks: Environmental/Commitment
to Origins,)
Branding: How Corporate Citizenship Brands Are Built
Value Proposition
• Definition: The components of value the brand, as a whole, delivers.
RATIONAL
34
EMOTIONAL
Branding: How Corporate Citizenship Brands Are Built
Corporate Citizenship Value Proposition
• Definition: The components of value the corporate citizenship programs, as
a whole, deliver.
RATIONAL
Community Investment
Philanthropy, Volunteerism, Partnerships
Employee/Hiring Practices
Work/Life, Benefits Practices, Diversity
Environmental
Sustainability, Energy Use, Manufacturing
Practices
Human Rights
Labor Practices, Factory Monitoring
35
EMOTIONAL
Branding: How Corporate Citizenship Brands Are Built
Corporate Citizenship Value Proposition
• Definition: The components of value the corporate citizenship programs, as
a whole, deliver.
RATIONAL
EMOTIONAL
Community Investment
Image
Philanthropy, Volunteerism, Partnerships
Imagery, Feelings, Heritage/History
Employee/Hiring Practices
Self-Expression
Work/Life, Benefits Practices, Diversity
Personal Connections, Individual
Aspirations, Attitude, Personality,
Environmental
Sustainability, Energy Use, Manufacturing
Practices
Human Rights
Labor Practices, Factory Monitoring
36
Branding: How Corporate Citizenship Brands Are Built
Corporate Citizenship Brand Position
The portion of the corporate citizenship value proposition we choose to
emphasize to the target audience because we believe it to be compelling
to the target, differentiated from competitors and an area in which we can
create meaningful, sustainable citizenship value
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Branding: How Corporate Citizenship Brands Are Built
Tools for Defining and Communicating a Corporate Citizenship
Brand Position
1. Brand Position Statement
2. Brand Statement
3. Brand Momentum Equation
4. Creative Brief
5. Brand Personality Tools
38
Branding: How Corporate Citizenship Brands Are Built
The same 3 Fundamentals of Branding apply
Corporate Citizenship is part of the Value Proposition.
DISCIPLINED FOCUS
MEANINGFUL
DIFFERENTIATION
BE HUMAN
Choose…
Choose Wisely…
Be Human…
Be Explicit
Be Relevant
Be Close
-Clear focus
-Listen. Most Compelling.
-A person, not a target audience.
Be Relentless
Be Distinct
Emotional, not rational
-Adherence to standards
-Uniquely you
Be Committed
Be Authentic
- Long Term
- Truth. Authenticity. Substance. Truth
39
Be Human
Branding: A Summary
The Best Brands
•Are grounded in the
same 3 fundamentals.
Building Brands
•Use process and tools to
insure those fundamentals.
Citizenship Brands
•Derive from the
company brand.
•Are grounded in the
• Disciplined Focus
• Meaningful Differentiation
• Be Human
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•Brand Strategy
• Brand Identity
- Value Proposition
- Brand Position
same fundamentals
•Use the same process
and tools to insure
those fundamentals.
Communicating Brand
1. Key Audiences
2. Key Vehicles