Build an Epic Brand in Record Time
Make your future so irresistible it becomes inevitable.
Apple 1984 Superbowl ad announcing the Macintosh
A brand is not just a cool logo, motto, or ad campaign for what you to do today.
A brand can be like a rocket ship that takes you, your company, and its customers to the future.
Our job is to get you to the future as quickly as possible.
Is your company at a strategic inflection point?
We can help you create a new future vs. optimize the present so you don’t wind up stuck in the slow-growth morass.
We see building an iconic brand as driving the process of creating a bold vision, a change-the-world strategy, and “the next great thing” not as a logo slapped on after the real work is done.
We have a 30-year track record of creating new brands as well as reinvigorating existing ones. Our goal is to drive sustainable sales growth, profit growth, and shareholder value.
Our clients include Nike, Fidelity Investments, Estee Lauder, Phillips, AbbVie.
Brand is hope made visible. A great brand strategy will take you from where you are to where you want to go. — Brian Collins
Why Choose Masterful Coaching for Brand?
The question you may be asking is: Why do companies choose Masterful Coaching over a traditional consulting firm or ad agency?
Traditional consulting firms like McKinsey can give you a strategy by rote, but they can’t give you a 1984 Super Bowl ad or an iPod, Uber, or Airbnb.
Traditional ad agencies can give you a logo design, motto, or video that reeks of creativity, but they can’t future-proof your business or give you the business logic needed for a great strategy or execution.
Masterful Coaching can give you a bold vision of a new future, a clear growth strategy, a radically differentiated brand, and cool advertising.
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A great brand is: familiar • surprising • remarkable • relevant. -Brian Collins
Your brand is not what you say it is. It is what they say it is.
01 Market Research
We explore the disruptive trends, new technologies with game-changing potential, global market shifts, customers, and unarticulated, unmet needs.
We look at your current vision, strategy, and brand marketing, then see how that matches up to your customers’ actual experience in dealing with your company at various touchpoints.
We interview clients while they are shopping for your offerings to understand their goals, problems, and frustrations with you or your industry.
It may also involve “living with customers” to determine what works and doesn’t work about your product or service as they apply it to solving problems.
We seek to gain insight into how to help customers solve problems by looking at how those problems were solved in the past and finding original, better ways.
Your brand is not your logo, your website, your products.
02 CEO & Team Meeting
In this meeting, we want you to have an epiphany – a blinding flash of the obvious – that brand is the most powerful strategic lever you have for growing revenue and profit.
CEOs often don’t realize that if you look at an Apple iPhone, a pair of Nike shoes, or Starbucks coffee, 90% of the premium prices they charge are based on the brand, not the artifact they are selling.
People buy these hot products for the brand, not because they can’t get the same thing elsewhere for less.
We gear this meeting to help you improve your brand skills. To quote Marty Neumeier, author of “The Brand Gap”, your brand is not your logo, website, or products. Your brand is the vague gut feeling that customers have about you, your company, its products, and services.
We share market insights to help you understand what your brand is today in the customers’ hearts and minds, and how you may want to change it.
This sets the stage for a conversation about sponsoring a collaborative lab designed to narrow the gap between your vision and business strategy, your brand, and your creativity.
Your brand is the irrational, emotional gut feeling your customers have about you, your company, your products and services. – Marty Neumeier
03 The CollabLab
The Collab-Lab Offsite: Group Genius Process (3 days)
The power of branding is shifting from company-driven brands to customer-driven brands. The best brands go beyond merely satisfying customers to delighting them at every touchpoint.
This requires high-level, cross-functional collaboration.
The CollabLab is a three-day immersion experience where we bring together unlikely collaborators from across your organization. Here, we achieve in days what would typically take hundreds of small meetings.
You will think and work together to create a brand that drives sales by being: Authentic • Familiar • Surprising • Remarkable • Relevant
The CollabLab process unfolds in three key stages:
♦ Scan: Scan for disruptive trends, understand the competitive landscape, and identify growth opportunities.
♦ Focus: Collectively define a shared vision and strategy for the next great brand, ensuring it deeply connects with and intrigues customers.
♦ Act: Engage in creative play by rapidly prototyping brand strategies and marketing campaigns.
The Principles of Branding We Live By
1) Get Ahead of the Future
A brand is the bridge between the future coming at you and where you are today.
2) Authenticity is Key
Your brand should genuinely reflect what you cand do and wo you do it for.
3) Familiarity Builds Trust
People prefer brands they trust and are familiar with and the messaging needs to reflect this.
4) Surprise Element
Great brands surprise customers. You don’t have to be original, just different or better.
5) Relevance Matters
Your brand offerings must address customers’ needs, wants, and problems.
6) Remarkability
For your brand to captivate people, you need to go beyond being good or very good and do something remarkable. Think iPhone, think Uber, think Chick-fil-A.
7) Creative Messaging
Your brand messaging must make a meaningful human connection with clients and intrigue them.
1) Get Ahead of the Future
A brand is the bridge between the future coming at you and where you are today.
2) Authenticity is Key
Your brand should genuinely reflect what you cand do and wo you do it for.
3) Familiarity Builds Trust
People prefer brands they trust and are familiar with and the messaging needs to reflect this.
4) Surprise Element
Great brands surprise customers. You don’t have to be original, just different or better.
5) Relevance Matters
Your brand offerings must address customers’ needs, wants, and problems.
6) Remarkability
For your brand to captivate people, you need to go beyond being good or very good and do something remarkable. Think iPhone, think Uber, think Chick-fil-A.
7) Creative Messaging
Your brand messaging must make a meaningful human connection with clients and intrigue them.
CEOs, Entrepreneurs, Owner Operators: Are you Ready to Reinvent Your Brand?
Book a Call with Robert Hargrove
Click here to schedule a one-hour call with Robert. In the call, Robert and you will look at the five questions we always ask in any business transformation project:
♦ What strategic inflection point does your company face?
♦ What is your vision for the future and what past do you want to leave behind?
♦ How will you lead this transformation?
♦ What new value will this create?
♦ How will you get employees to embrace and roll out this change?