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Date(s) - 08/11/2002
9:30 am

The Fourth Friday Buzz, held on November 8, 2002

The discussion topic for the fourth Friday Buzz held on November 8, 2002 was “Understand and Express Brands Internally and Externally”. The guest speaker was Vahid Mehrinfar, a branding and communication expert.


Highlights of the Presentation

What is Brands?
• It’s the Knowledge for performance

  The Knowledge that brings market savvy
  Knowledge based on understanding

• Branding is all about engineering perceptions and designing the culture gene
• Its about building relationships
• Imaging is about creating relevance and difference with the objective to reach,    touch and win.
• Imaging is all about winning
• Primary challenge in branding is making it viable
• Communication is all about

  Understanding measurement
  Measurement is about manageability and
  Manageability is all about recall

• Viability through communication is branding
• Recall + likeability = branding
• Brands are earned interactive ego and all about brand values
• Some real examples of brand values are

  Virgin – where the brand value s entertainment
  Nike – where the value is challenge

• Bench Trending, as opposed to bench marking is futuristic and should be able to    tell a story.
• The key is in finding the ‘Brand Lens’ which is, project intent, future position and    the strategy
• Brand lens is used for identification of positioning, its about “Fuzzy logic”
• Fuzzy Logic – scattered brand position with variating interpretations.