What Great Brands Do (Summary) PDF Free Download

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Red Cross keeps it short and simple. This brand poster tells you everything you need to know about Red Cross brand guidelines in a PDF. Cisco's Interactive Brand Book / Style Guide. Cisco has decided to create an interactive Band Book / Style Guide to really showcase their brand. There are multiple ways you could do this, if you would like. Use the Brand Messaging Template in the Brand Toolkit, and follow our Guide to Write a Great Value Proposition. 2) Distill your tagline. Your tagline is a sentence, phrase, or word used to summarize a market position.

Business Portfolio

Language can be tricky when it comes to business portfolios. Some will speak of an individual’s business portfolio to describe the resume that outlines that person’s professional background and personal abilities. Those need to include a person’s qualifications as backed by educational degrees, performance reviews, letters of recommendation, and more.

We then have a business portfolio for a company, which is more or less the same as the above that we mentioned for an individual, yet at a corporate level. We’re focusing on that notion throughout this article.

What is a company’s business portfolio?

The template is a company description example that provides information about the services the company is providing and how it is a leader in the industry. It also offers information on the The template gives applicants an idea about the company they are applying to as trainee. What makes brands great Leading brands have three attributes and two com-mon characteristics as described above. They also reflect five distinctive traits. Consistency in delivering on their promise. Leading brands communicate their promise to the market, encouraging customers to purchase the product or service. At the time of customer. Simply do not have the time, money, or other resources to even consider studying all students enrolled in college. A population is defined as the set of all individuals, items, or data of interest. This is the group about which scientists will generalize. A characteristic (usually numeric) that describes a population is referred to as a.

When we talk about a business portfolio for a startup or any company in general, we tend to describe the set of products and services that business offers. And this description includes the company’s investments as much as any diverse brands or businesses it might have.

Be careful not to confuse a business portfolio with a product portfolio, either. The latter refers strictly to a company’s sales in terms of physical items placed in a market. On the contrary, business portfolios must include many other assets, including any equipment and machinery a company possesses, for instance.

Related Template:Company Profile Template

What is a business portfolio analysis?

When people talk of a business portfolio analysis, we look more into all of what goes into a company’s portfolio, as we described above. Yet, we do so hoping to analyze all of what that entails to then compare that offer and quality to the competition. As of then, we aim to outline a needed performance. That’s especially so as entrepreneurs try to look at sales to enhance a company’s growth possibilities.

What should go into a business portfolio?

You know we love giving presentations. And to achieve successful ones, we always try to make the best of smart templates. So, we’ll answer the question of what needs to go into a business portfolio by describing what goes into our popular business portfolio template.

  1. Company intro

Our first slide starts with 3 lines of text. One is there to allow input of your company’s name, including the name of the portfolio on which you’re giving this presentation and date it.

Take the chance here to brand your presentation right off its start. Choose an image that speaks of your company, if not just your company logo.

If you switch over from the content tab at the top to the design one on Slidebean, you should be able to find the AI customization button right from the first slide. That’s the case for any template, slide, or point on Slidebean. Use that AI feature to help with your design whenever you want!

  1. Welcome slide

We then suggest you introduce your company uniquely. We added a badge there as an icon to this particular template. Yet, of course, replace it with any general image of relevance to the content you’re going to add. The idea is for this slide to be engaging as a welcoming message to your pitch.

What’s so great about our AI tool, and we admittedly say this proudly, is that we give you tons of room to work on your content in every slide. There’s just tons of space for it! Take the text box we facilitate in the welcome slide as an example.

What’s even better is that, once you fit your content into its respective areas, our software orders what you put in it for a stunning design. And this fact alone spares you considerable time in arranging elements for a great look. Let’s move on with our business portfolio presentation now.

  1. Team presentation

Introduce your audience to the team behind all your hard work. Highlight all relevant players. Examples of those are founders, potential business partners that make a difference in how your business thrives, key investors that are reputable in your industry, etc. Include board members whose trajectory speaks of that powerful resource of advice that you have, for example. Or include that tech person who’ll take your company to the next level based on proven experience.

We added a few slides for you to achieve this. The first one, slide 3 on our template as it stands, should be a quick, yet smart introduction to the subsequent individual slides that we added from number 4 through 8.

We only gave you four total as a base, because that’s typically the number of key players to a fantastic team behind any business. However, you can always just go to the upper right-hand corner of any given slide and hit the copy button. A copy and paste will get you a duplicate template slide for you to add what you need. You can also reorder slides with the arrow button on the left of the copy/paste one.

And slide number 9 is a summary of skills that we created to put your team capabilities into perspective in a visual way. This is another edit that can be achieved very quickly.

  1. Project overview

In the end, a business portfolio template is all about a company’s strategic planning. That’s why the next slide centers on an overview of your project. Make an effort to give a compelling visual summary of the project.

  1. Project timeline

We’ve written about 5 ways you can make the most out of timelines. As we did that, we started with the undeniable efficiency behind that resource. This should be no different for your 12th slide. We made a few blocks, 6 to be precise, available for you to clearly establish a few set dates on deliveries. Order yourself accordingly, give or take a few date mentions, to show how you plan on organizing tasks and needs to meet your project’s objectives.

  1. Project results

Given you have a successful rendition to your project proposal, there will be a fixed set of results. Make it easy for clients to envision what you’re saying will take place. Describe those in slide 13.

We suggest quantitative results here that are ordered in line and bar graphs. You can always play around with the tool, however, and present your expected project results how you deem most suitable.

  1. Contact details

Finally, make sure people can reach you about your project. Considering the more open channels of communication allow flexibility for people to contact you via their favorite means, we included phone, website, and social media information to this slide. The icons certainly help clarify what’s available at a quick glance.

Especially if you send your presentation via email or through a link, contact details become important as sure ways to get a hold of you for any reason.

Add new slides

If you face the need to add any new slides to your business portfolio presentation, click on the “new slide” square at the bottom left-hand side of your screen. Doing so will let you include any new elements you wish to add.

We’re here to help

Let us know if we can be of any help in crafting your business portfolio presentations (or any other kind of business or academic presentation for that matter.) With 16,000+ pitch decks created right out of our platform since 2015 and 250+ consulting projects completed in the last 12 months alone, we have valuable expertise to bring to your business table.

A great brand is hard to find. “I walked through a hardware store last night and I came across 50 brands I didn’t know existed,” says Scott Bedbury. “They may be great products, but they’re not great brands.”

Bedbury should know — he’s already working on his second great brand. As senior vice president of marketing at Starbucks Coffee Co., Bedbury, 39, is responsible for growing the $700 million Seattle-based company into a global brand. Since Bedbury joined Starbucks in 1995, the company has been on a branding blitz: beginning a relationship with United Airlines to serve Starbucks on all United flights; joining with Redhook Ale Brewery Inc. to introduce Double Black Stout, a malt beer flavored with coffee; venturing with Pepsi-Cola Co. to market Starbucks’s Frappuccino drink in supermarkets; joining with Dreyer’s Grand Ice Cream to introduce six flavors of Starbucks Ice Cream; opening its first retail stores in Tokyo and Singapore, with 10 more to follow in each market; expanding the Starbucks stores to 1,100 outlets with 22,000 employees; and serving coffee to 4 million people each week.

Building the Starbucks brand, however, is deja vu for Bedbury: his first great brand was Nike Inc. When he joined the Beaverton, Oregon-based footwear and apparel company in 1987, Nike was a $750 million business; when he left seven years later, Nike was a $4 billion business. In between Bedbury directed Nike’s worldwide advertising efforts and broke the “Just Do It” branding campaign. “I can honestly say that Nike left its imprint on me in ways I never thought possible,” Bedbury says, “largely because of the strength of the Nike culture.”

Whether the product is sneakers, coffee — or a brand called You — building a great brand depends on knowing the right principles. Fast Company asked Bedbury to identify his eight brand-building principles.

1. A great brand is in it for the long haul.

For decades we had great brands based on solid value propositions — they’d established their worth in the consumer’s mind. Then in the 1980s and 1990s, a lot of companies sold out their brands. They stopped building them and started harvesting them. They focused on short-term economic returns, dressed up the bottom line, and diminished their investment in longer-term brand-building programs. As a result, there were a lot of products with very little differentiation. All the consumers saw was who had the lowest price — which is not a profitable place for any brand to be.

Then came Marlboro Friday and the Marlboro Man fell off his horse. Today brands are back stronger than ever. In an age of accelerating product proliferation, enormous customer choice, and growing clutter and clamor in the marketplace, a great brand is a necessity, not a luxury. If you take a long-term approach, a great brand can travel worldwide, transcend cultural barriers, speak to multiple consumer segments simultaneously, create economies of scale, and let you operate at the higher end of the positioning spectrum — where you can earn solid margins over the long term.

2. A great brand can be anything.

Some categories may lend themselves to branding better than others, but anything is brandable. Nike, for example, is leveraging the deep emotional connection that people have with sports and fitness. With Starbucks, we see how coffee has woven itself into the fabric of people’s lives, and that’s our opportunity for emotional leverage. Almost any product offers an opportunity to create a frame of mind that’s unique. Almost any product can transcend the boundaries of its narrow category.

Intel is a case study in branding. I doubt that most people who own a computer know what Intel processors do, how they work, or why they are superior to their competition in any substantive way. All they know is that they want to own a computer with “Intel inside.” As a result, Andy Grove and his team sit today with a great product and a powerful brand.

3. A great brand knows itself.

Anyone who wants to build a great brand first has to understand who they are. You don’t do this by getting a bunch of executive schmucks in a room so they can reach some consensus on what they think the brand means. Because whatever they come up with is probably going to be inconsistent with the way most consumers perceive the brand. The real starting point is to go out to consumers and find out what they like or dislike about the brand and what they associate as the very core of the brand concept.

Now that’s a fairly conventional formula — and it does have a risk: if you follow that approach all the way, you’ll end up with a narrowly focused brand. To keep a brand alive over the long haul, to keep it vital, you’ve got to do something new, something unexpected. It has to be related to the brand’s core position. But every once in a while you have to strike out in a new direction, surprise the consumer, add a new dimension to the brand, and reenergize it.

Of course, the other side of the coin is true as well: a great brand that knows itself also uses that knowledge to decide what not to do. At Starbucks, for instance, we were approached by a very large company that wanted to partner with us to create a coffee liquor. I’m sure Starbucks could go in and wreak havoc in that category. But we didn’t feel it was right for the brand now. We didn’t do a lot of research. We just reached inside and asked ourselves, “Does this feel right?” It didn’t. It wasn’t true to who we are right now.

What Great Brands Do (Summary) PDF Free Download

4. A great brand invents or reinvents an entire category.

The common ground that you find among brands like Disney, Apple, Nike, and Starbucks is that these companies made it an explicit goal to be the protagonists for each of their entire categories. Disney is the protagonist for fun family entertainment and family values. Not Touchstone Pictures, but Disney. Apple wasn’t just a protagonist for the computer revolution. Apple was a protagonist for the individual: anyone could be more productive, informed, and contemporary.

From my experience at Nike, I can tell you that CEO Phil Knight is the consummate protagonist for sports and the athlete. That’s why Nike transcends simply building shoes or making apparel. As the protagonist for sports, Nike has an informed opinion on where sports is going, how athletes think, how we think about athletes, and how we each think about ourselves as we aim for a new personal best.

At Starbucks, our greatest opportunity is to become the protagonist for all that is good about coffee. Go to Ethiopia and you’ll immediately understand that we’ve got a category that is 900 years old. But here in the United States, we’re sitting on a category that’s been devoid of any real innovation for five decades.

A great brand raises the bar — it adds a greater sense of purpose to the experience, whether it’s the challenge to do your best in sports and fitness or the affirmation that the cup of coffee you’re drinking really matters.

5. A great brand taps into emotions.

It’s everyone’s goal to have their product be best-in-class. But product innovation has become the ante you put up just to play the game: it’s table stakes.

The common ground among companies that have built great brands is not just performance. They recognize that consumers live in an emotional world. Emotions drive most, if not all, of our decisions. Not many people sit around and discuss the benefits of encapsulated gas in the mid-sole of a basketball shoe or the advantages of the dynamic-fit system. They will talk about Michael Jordan’s winning shot against Utah the other night — and they’ll experience the dreams and the aspirations and the awe that go with that last-second, game-winning shot.

A brand reaches out with that kind of powerful connecting experience. It’s an emotional connection point that transcends the product. And transcending the product is the brand.

6. A great brand is a story that’s never completely told.

A brand is a metaphorical story that’s evolving all the time. This connects with something very deep — a fundamental human appreciation of mythology. People have always needed to make sense of things at a higher level. We all want to think that we’re a piece of something bigger than ourselves. Companies that manifest that sensibility in their employees and consumers invoke something very powerful.

Look at Hewlett-Packard and the HP Way. That’s a form of company mythology. It gives employees a way to understand that they’re part of a larger mission. Every employee who comes to HP feels that he or she is part of something that’s alive. It’s a company with a rich history, a dynamic present, and a bright future.

Levi’s has a story that goes all the way back to the Gold Rush. They have photos of miners wearing their dungarees. And every time you notice the rivets on a pair of their jeans, at some level it reminds you of the Levi’s story and the rich history of the product and the company. Ralph Lauren is trying to create history. His products all create a frame of mind and a persona. You go into his stores and there are props and stage settings — a saddle and rope. He’s not selling saddles. He’s using the saddle to tell a story. Stories create connections for people. Stories create the emotional context people need to locate themselves in a larger experience.

7. A great brand has design consistency.

Look at what some of the fashion brands have built — Ralph Lauren and Calvin Klein, for example. They have a consistent look and feel and a high level of design integrity. And it’s not only what they do in the design arena; it’s what they don’t do. They refuse to follow any fashion trend that doesn’t fit their vision. And they’re able to pull it off from one season to the next.

That’s just as true for strong brands like Levi’s or Gap or Disney. Most of these companies have a very focused internal design process. In the case of Nike, between its ad agency Wieden & Kennedy and Nike Design shop, probably 98% of every creative thing that could possibly be done is handled internally, from hang tags to packaging to annual reports. Today Nike has about 350 designers working for it — more than any company in the country — to make sure it keeps close watch over the visual expression of the brand.

They’re what I like to call “impassioned environmentalists” with their brands. They don’t let very many people touch them in the way of design or positioning or communication — verbal or non-verbal. It’s all done internally.

What Great Brands Do (summary) Pdf Free Download Free

8. A great brand is relevant.

A lot of brands are trying to position themselves as “cool.” More often than not, brands that try to be cool fail. They’re trying to find a way to throw off the right cues — they know the current vernacular, they know the current music. But very quickly they find themselves in trouble. It’s dangerous if your only goal is to be cool. There’s not enough there to sustain a brand.

The larger idea is for a brand to be relevant. It meets what people want, it performs the way people want it to. In the last couple of decades there’s been a lot of hype about brands. A lot of propositions and promises were made and broken about how brands were positioned, how they performed, what the company’s real values were. Consumers are looking for something that has lasting value. There’s a quest for quality, not quantity.

What Great Brands Do (summary) Pdf Free Download Windows 10

Alan M. Webber ([email protected]), a founding editor of Fast Company, favors gold coast blend and maple-oatmeal scones. Scott Bedbury is a Sumatra man (hot or cold).