Zell Education Brand Guidelines

What Is a Brand?

Brand is the gut feeling of your customer about your product or service or company. And the sensation that lives with people after they interact with the brand.

Based on reputation, different people can associate with the same brand with different emotions.

3 Major areas of brand - - Character - Personality / Voice - Verbal expression - Messaging / Story / Name and taglines - Visual Expression - Visual Identity / Presence What happens when you don't have a brand? - Soviet Union thought branding was anti communal, so every producer would label there bread as bread. Customers had no idea who to hold accountable for a stale bread. - Bolts not being branded resulting in poor quality, causing ships to sink in middle of the war.

Branding helps solve a problem of Information Asymmetry - Seller know everything about their product and buyers know nothing about what they are buying.

Marketing Stance

Importance of story

Stories that are personal and emotionally compelling engage more of the brain, and thus are better remembered, than simply stating a set of facts. Think of this as the “car accident effect.” You don't really want to see injured people, but you just have to sneak a peek as you drive by.

Aberline Paradox

The Abilene paradox describes a group dynamic where the collective agrees on a path of action that none of the individual members want to do.

However, in groupthink, team members agree collectively and individually.

Bees and the wiggle dance

Most of the hive follows the wiggle dance.

Algorithm is simple, Minimize the expenditure of resource and maximize the yield. 20% Bees ignore the dance and go ahead exploring for more

High change of a failed journey But at the same time High chance of a Optimized “shareable Upside” Marketing department are more like the explores

Want to print your doc?
This is not the way.

Try clicking the ⋯ next to your doc name or using a keyboard shortcut (

CtrlP

) instead.