WorksheetsJohnson's: Branding in five and a half steps (step 1 + 2)
Total questions: 25
Worksheet time: 26mins
What is the name of the 5,5 steps?
Empathy, Define, Ideate, Prototype, Test
Discover, Interpretation, Ideation, Experimentation, Evolution
Understand, Diverge, Decide, Prototype, Validate
Investigate, Strategy & Narrative, Bridging the Gab, Design, Implement, Engage or Revive
Plan, Research, Design, Adapt, Measure
What are the characteristics of the first two steps?
Known for being owned by those prickly, unpredictable creative types wearing difficult classes
Known for strategists and planners (sometimes cruelly called "suits" in the advertising business)
The bit in the middle when one side tries to talk to the other
What are the characteristics of the middle step?
Known for being owned by those prickly, unpredictable creative types wearing difficult classes
Known for strategists and planners (sometimes cruelly called "suits" in the advertising business)
The bit in the middle when one side tries to talk to the other
What are the characteristics of the middle step?
Known for being owned by those prickly, unpredictable creative types wearing difficult classes
Known for strategists and planners (sometimes cruelly called "suits" in the advertising business)
The bit in the middle when one side tries to talk to the other
Which company became one of the first companies in the world to register a trademark (a detail in "A Bar at the Folies Bergére")?
(a)
What is "corporate identity"?
The manner/personality in which a corporation, firm or business enterprise presents itself to the public.
The symbols, logos and basic application in which a corporation, firm or business enterprise presents itself to the public.
That is only colors, images and typefaces
Who was the first countries to registre trademarks?
UK, USA and Germany?
UK, Denmark and Norway?
USA, UK and Denmark?
India, China and Parkistan?
Which mythical figure is presented at page 20 in the book?
Superman
Odin
Sinterklaas
Father Christmas
Santa
Should you have your speculations if a branding consultant in just 20 mins could rebrand your business? Why?
What is the first step to finding a branding / rebranding identity?
Design + prototyping
Research
Investigation
Test, test and test?
What do organisational brands often forget in the branding/rebranding process?
To ask their own staff what the company should do, and where they think they should go.
Hold birthday parties and bring cake to them
Ask the target group what image they experience the company has.
Whether they feel like dancing limbo all night?
If standardisation is everywhere, how do brands dead with it? How do they raise themself from the crowd?
Why is Avis's (car rental) slogan "We try harder"?
All companies should "try harder"
"We try not so much" sound hardly so good
Because they try to save the world from extinct whales
Hertz was bigger competitor and Avis knew they where #2 and had to "try harder"
How many types of audits do Johnson present?
The visual audit
The verbal audit
The behavioural audit
The competition audit
The peer audit
What methods is great to use in the "investigate" phase?
Prototype and test?
SWOT, facts/obstacles/oppurtinities
Past, present, future
Two by two matrix
Diverge magic
Why should a company balance btw. internal desire and external reality?
What do a "two-by-two" diagram help you discover?
Not a thing
Price, quality, look-a-like, value, availability etc.
Examine the gab btw. you and your competitors
Your competitor position in the market
What is step 2 about (Strategy and Narrative)?
Why people should use your product?
Why people should try your product?
Which functionalities has the product?
Why people should care about your brand?
By using Maslow's hierarchy of needs - how should we brand our product?
Self-actualization
Esteem
Love and belonging
Safety needs
Physiological needs
The six "why/core purpose" questions is:
1) Why are we here?
2) Who are we?
3) Is there any creatures in space?
4) Did the eg come before the hen?
5) Why do I ask those questions?
6) Did I ask six questions?
What's our personality? Who are we here for? What do we do and how do we do it? Our ambition?
Why are we here? What do we do and how do we do it? What makes us different? Who are we here for? What do we value the most? What's our personality?
Who are you? Where do you come from? How old are you? Did you go to school? Where do you live? Are we friends?
When was F. T. Marinetti's Futurist manifesto published?
1785?
1840?
1908?
2001?
What was the famous Apple/Steve Jobs campaign-slogan from 1997?
Be Creative
Think Different
Build Bigger
Dance Dramatic
What is all "touchpoints" in the Brand Community model?
Place
Behavior
Voice
Offer
SOME
What is a company's long-term strategic goals and objectives also called?
Mission
Friends
Ambition
King of Queens
Vision
How was this test?
