1、5 Key Ingredients for a Unified BrandPocket GuideWhile there isnt a single recipe for building your unified brand,here are some key ingredients we recommendUnexpected creativeDistinctive consistencyPower of emotionBe always-onBalance your organic and paid01020304052Source:Nielsen,“When it Comes to A

2、dvertising Effectiveness,What is Key?”Creativity is the most important factor in building awareness and memories47%Creativity15%Brand22%Reach9%Targeting5%Recency2%ContextUnexpected creative3Unexpected creativeSpotify boosts their consumer brand,focusing on their products,with a strong visual languag

3、e and messaging.When it comes to talent brand,Spotify uses a great mix of animation and leverages their#JoinTheBand hashtag.Consumer BrandTalent BrandUnexpected creative4Distinctive consistencyAccenture make good use of their brand codes and assets to ensure they are consistently distinctive.Consume

4、r BrandTalent BrandDistinctive consistency5Fonts/typefacesIBM:Jingles/soundsMicrosoft:Distinctive consistencyLogoMastercard:ShapesCoke:Slogans/taglinesNike:JUST DO ITJUST DO ITColour combinationsFedEx:#472F91#F57921Mascots/charactersNintendo:6“B2B Buying is both emotional and rational”Robert Schwart

5、z,Strategy Director,MediacomSales touchpointMarketing touchpointPower of emotion1.Identify the need2.Shortlist providers3.Compare quotes4.Make a decision7Power of emotionWhile focusing on the emotion their product brings to consumers,they also focus on education and sustainability for the younger ta

6、rget market.LEGO always taps into the heritage of their brand and brings up the emotion of childhood,while showcasing their employees in many ways.Consumer BrandTalent BrandPower of emotion8Harnessing emotionConsumer BrandTalent BrandPower of emotion9Brands with the highest share of mind have the hi