Another week has passed bringing us that much closer to end of Marketing Society for the semester :( This week we had something a little different and cosponsored with Management Consulting Group to host Lippincott and do a Branding Workshop.
So what is a brand? It can be defined as “what they say about you when you leave the room”. And as simple as that may sound, it’s true.
Lippincott was founded in 1943 and works on so many well-known brands including eBay, Betty Crocker, Campbell’s and Starbucks. They work in brand strategy, design and expression, experience innovation, organizational engagement, and brand engagement. Being at Lippincott means being ready to work on any problem a client has. This problem could be a merger, a new value proposition, touch point optimization, and more. What makes Lippincott employees different is their strategic rigor and creative power as well as their perspectives:
1. don’t just say something, be something
2. embody both the true and the new
3. internal purpose drives external promise
With each case, there is a deliverable that Lippincott uses with five Brand Positioning Strategies:
- Brand essence
- Brand purpose
- Brand differentiations
- Brand personality
- Building the Brand
Lippincott took us through a Case Study about Post-it and how each of the strategies played a role in solving the client’s problem:
Consumer conflict that Post-it wanted to solve: sometimes it feels like we’re losing what feels human in the midst of our always-on, split-attention lives.
Brand purpose: to unlock daily possibilities by embracing and connecting to the moment
Brand differentiators: experience of the product; simply works best with the way you think; triggers creative expression
Brand personality: intuitive, free thinking, expressive, genuine, optimistic
Brand essence: simply more human
Once we understood how to apply the strategies, we were split into teams and brainstormed on how to differentiate brands from one of its competitors.
Lululemon vs. Nike
Spotify vs. iTunes
Trader Joes vs. Whole Foods
J. Crew vs. H&M
Instagram vs. Twitter
We all shared our ideas at the end and I realized how innovate and creative people are in the Marketing Society and it’s so exciting!
ADversary: Mondays, Tisch LC-25** 12:30pm
Regular Meetings: Wednesdays, Tisch UC-04 12:30pm
What’s happening this week: