Lighthouse Identity
.pdf
School
University of Nebraska, Lincoln**We aren't endorsed by this school
Course
ADPR 484
Subject
Marketing
Date
Dec 19, 2024
Pages
23
Uploaded by MasterRockBeaver6
Credo #2: Build a Lighthouse IdentityADPR 484: Brands & BrandingChangmin Yan, Ph.D.
What’s a Lighthouse Identity?
What’s a Lighthouse Identity?•Do not let the brand navigate by the consumer.
What’s a Lighthouse Identity?•Invite the consumer to navigate by the brand.
What’s a Lighthouse Identity?•Do not talk about the consumer. Focus on the brand.•A strong and self-referential identity with intensityand confidence.•Apple’s ID came from its origin story: Week13_Lighthouse_Video 1
Lighthouse Identity is a Point of View•Offer an emotionally based point of view of theworld.•"To make a contribution to the world by making toolsfor the mind that advance humankind.“•---Steve Jobs.
Lighthouse Identity is an Intense Projection•Offer an intense projection of who we are ineverything we do.
Lighthouse Identity is an Intense Projection•For Apple, that’s Steve-ism:“Insanely Great.”Week 13_Lighthouse_Video 2
Lighthouse Identity is Salient•It is highly intrusive-internally and externally.
Lighthouse Identity is Salient•It is highly intrusive-internally and externally.
Lighthouse Identity is Built on Rock•It is built on a solid product or brand truth.
Finding Your Own Lighthouse Identity:The Brand Vault Exercise•Why did the brand begin?•What were the key factors in its early success (what itstood for and why that mattered to people whoresponded to it at the time)?•What kinds of people did it most appeal to at thetime, and why?•What were the key moments in history that definedthe brand?•What are the brand equities that have been createdover time?
Finding Your Own Lighthouse Identity:The Brand Vault Exercise•Why did the brand begin?•To change the world!•"To make a contribution to the world by making toolsfor the mind that advance humankind.“•---Steve Jobs.
Finding Your Own Lighthouse Identity:The Brand Vault Exercise•Why did the brand begin?•To change the world!•“We’ll only do things where we can make a significantcontribution. I don’t mean financially. I mean somesignificant contribution to the society at large. Youknow, we want to really enrich people’s lives at theend of the day, not just make money. Making moneymight be a byproduct, but it’s not our North Star.”---Tim Cook in a 2012 Businessweek interview.
Finding Your Own Lighthouse Identity:The Brand Vault Exercise•What were the key factors in its early success (what itstood for and why that mattered to people whoresponded to it at the time)?•Design, usability, performance.
Finding Your Own Lighthouse Identity:The Brand Vault Exercise•What kinds of people did it most appeal to at thetime, and why?
Finding Your Own Lighthouse Identity:The Brand Vault Exercise•What were the key moments in history that definedthe brand?
Finding Your Own Lighthouse Identity:The Brand Vault Exercise•What are the brand equities that have been createdover time?•Design, usability, performance.•Innovation.
Apple’s Lighthouse Identity after Jobs is still rooted in Steve-ism.Week 13_Lighthouse_Video 3
Apple’s Lighthouse Identity after Jobs is still rooted in Steve-ism.External Brand Identity:We simplify, we perfect, we start over, until everything we touch enhances each life it touches.
Apple’s Lighthouse Identity after Jobs is still rooted in Steve-ism.Week 13_Lighthouse_Video 4
Apple’s Lighthouse IdentityInternal Brand Essence:What we do:–Our job is to lift up humanity, break downbarriers and heal the landscape.Who we are:–Different is the one thing about us that willalways be the same.
Apple’s Lighthouse Identity in Steve Jobs’ own words when he was re-hired to re-launch the brand as a challenger brand.Week 13_Lighthouse_Video 5