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Branding and Marketing for StartUps

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Presentation about branding and marketing for startup companies.

Presentation about branding and marketing for startup companies.

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  • 1. BRANDING AND MARKETING FOR STARTUPS
  • 2. NICE TO MEET YOU. WE ARE THREEVIEW – A NEW KIND OF AGENCY. A NEW KIND BECAUSE WE BELIEVE IN VALUE, NOT INTERRUPTION.
  • 3. WHO IS THIS DUDE ANYWAY? 20 YEARS PROFESSIONAL EXPERIENCE WORKING FOR: ADVERTISING, INTERNET, MARKETING, MAGAZINES... INTERNATIONAL MARKETS: NEW YORK, HAMBURG, BARCELONA, MUNICH, AMSTERDAM AND MADRID. 2005 FOUNDER, MANAGING PARTNER AND FORMER CREATIVE DIRECTOR AT THE AGENCY THREEVIEW GMBH IN MUNICH CURRENTLY MANAGING PARTNER/BUSINESS STRATEGY AND INNOVATION. PURSUING A DISTANCE LEARNING MBA FROM THE UNIVERSITY OF EDINBURGH WITH A FOCUS ON INTERNATIONAL BUSINESS AND INNOVATION.
  • 4. BE SURE TO KNOW WHAT YOUR BRAND STANDS FOR. START A DIALOG WITH THE RIGHT AUDIENCE. TELL YOUR STORY CONSISTENLY AND GIVE VALUE. DON’T GIVE UP.
  • 5. PLEASE TAKE A MOMENT AND THINK ABOUT WHAT YOU FEEL WHEN YOU SEE THESE BRANDS...
  • 6. WOULD ANYONE LIKE TO SHARE THEIR IMPRESSION?
  • 7. FIRST, LET’S TAKE A MOMENT AND KNOCK OUT SOME MISCONCEPTIONS ABOUT BRANDING
  • 8. A BRAND IS NOT A LOGO
  • 9. A BRAND IS NOT A SET OF RULES...
  • 10. A BRAND IS NOT A PRODUCT...
  • 11. A BRAND IS NOT A COMPANY...
  • 12. A BRAND IS NOT AN OFFER...
  • 13. FAIR ENOUGH... WHAT IS IT THEN?
  • 14. IT’S A PERSON’S GUT FEELING, BECAUSE BRANDS ARE DEFINED BY PEOPLE, NOT COMPANIES, MARKETS, OR PUBLICS.
  • 15. IT’S A GUT FEELING BECAUSE: “WE ARE EMOTIONAL AND INTUITIVE BEINGS. OUR BUYING DECISIONS ARE 80% EMOTION AND 20% LOGIC”. FREAKONOMICS – STEVEN D. LEVITT AND STEPHEN J. DUBNER
  • 16. WE CHOOSE OUR BRANDS, JUST LIKE WE CHOOSE OUR FRIENDS.
  • 17. THIS IS THE REASON BRANDS SHOULD STAND FOR SOMETHING. THIS IS THE REASON WE BUY INTO THEIR STORY…
  • 18. = THINK DIFFERENT = FREEDOM ON THE ROAD = FOOD WITH INTEGRITY = ENVIRONMENTALLY RESPONSIBLE ADVENTURE
  • 19. YES, BUT THEY INVESTED MILLIONS IN MARKETING, OVER MANY YEARS TO TELL THEIR STORY… WE ARE A STARTUP, WE DON’T HAVE THE MEANS TO DO THAT.
  • 20. BE SURE TO KNOW WHAT YOUR BRAND STANDS FOR. START A DIALOG WITH THE RIGHT AUDIENCE. TELL YOUR STORY CONSISTENLY AND GIVE VALUE. DON’T GIVE UP.
  • 21. “IDEAS THAT SPREAD, WIN” SETH GODIN – MARKETING GURU
  • 22. NOBODY REALLY CARED ABOUT MP3 PLAYERS UNTIL THE IPOD CAME OUT.
  • 23. IF YOUR MARKETING BUDGET IS AS GOOD AS NOTHING, THEN CONSIDER THIS:
  • 24. THEORY OF THE DIFFUSION OF INNOVATIONS (Diffusion of Innovations – Everett Rogers, 1962) 75 50 25 INNOVATORS 2.5% EARLY ADOPTERS 13.5% EARLY MAJORITY 34% LATE MAJORITY 34% LAGGARDS 16% 0 MARKET SHARE % 100
  • 25. CHOICES TIME
  • 26. WE ARE BOMBARDED WITH TOO MANY PRODUCTS, BRANDS AND MESSAGES EVERY DAY…
  • 27. WE HAVE BECOME EXPERTS AT IGNORING STUFF…
  • 28. THEORY OF THE DIFFUSION OF INNOVATIONS (Diffusion of Innovations – Everett Rogers, 1962) DON‘T MARKET TO THIS PEOPLE 75 50 25 INNOVATORS 2.5% EARLY ADOPTERS 13.5% EARLY MAJORITY 34% LATE MAJORITY 34% LAGGARDS 16% 0 MARKET SHARE % 100
  • 29. THEORY OF THE DIFFUSION OF INNOVATIONS (Diffusion of Innovations – Everett Rogers, 1962) MARKET TO THIS PEOPLE 75 50 25 INNOVATORS 2.5% EARLY ADOPTERS 13.5% EARLY MAJORITY 34% LATE MAJORITY 34% LAGGARDS 16% 0 MARKET SHARE % 100
  • 30. WHY ARE THESE PEOPLE WAITING IN LINE?
  • 31. IT TAKES A WHILE FOR PEOPLE TO ADOPT ANYTHING NEW…
  • 32. BUT ONCE THEY DO… IT’S AWESOME
  • 33. FIND YOUR AUDIENCE AND TALK TO THEM. BUT, MOST IMPORTANTLY, LISTEN TO WHAT THEY HAVE TO SAY AND FIGURE OUT WHAT THEY WANT.
  • 34. BE SURE TO KNOW WHAT YOUR BRAND STANDS FOR. START A DIALOG WITH THE RIGHT AUDIENCE. TELL YOUR STORY CONSISTENLY AND GIVE VALUE. DON’T GIVE UP.
  • 35. “GREAT MARKETING IS ALL ABOUT TELLING YOUR STORY IN SUCH A WAY THAT IT COMPELS PEOPLE TO BUY WHAT YOU ARE SELLING.” GARY VAYNERCHUK – CO-FOUNDER AND CEO OF AGENCY VAYNERMEDIA
  • 36. STORYTELLING IS HOW WE SPREAD IDEAS...
  • 37. TELLING YOUR STORY CONSISTENTLY WILL HELP YOU SHAPE YOUR BRAND, SPREAD YOUR IDEA AND ATTRACT PEOPLE THAT SHARE YOUR VALUES.
  • 38. WHERE TO TELL YOUR STORY WHEN YOU HAVE NO MARKETING BUDGET?
  • 39. SOCIAL MEDIA HAS GIVEN US THE POSSIBILITY TO SPREAD STORIES TO PEOPLE FOR PRACTICALLY NO MONEY…
  • 40. ANOTHER WAY TO SPREAD YOUR IDEA IS BY OFFERING VALUE: THE JAB, JAB, JAB, RIGHT HOOK THEORY. JAB, JAB, JAB, RIGHT HOOK – GARY VAYNERCHUK
  • 41. OFFER VALUE TO YOUR AUDIENCE, NOT MORE INTERRUPTION
  • 42. BE SURE TO KNOW WHAT YOUR BRAND STANDS FOR. START A DIALOG WITH THE RIGHT AUDIENCE. TELL YOUR STORY CONSISTENLY AND GIVE VALUE. DON’T GIVE UP.
  • 43. DON’T GIVE UP. SIR RICHARD BRANSON FOUNDER OF VIRGIN GROUP
  • 44. DON’T GIVE UP. JEFF BEZOS FOUNDER OF AMAZON.COM
  • 45. CAROL ANN BARTZ FORMER CEO YAHOO AND AUTODESK DON’T GIVE UP.
  • 46. DON’T GIVE UP. ELON MUSK FOUNDER OF SPACEX AND PAYPAL/CEO TESLA MOTORS
  • 47. DON’T GIVE UP. N. R. NARAYANA MURTHY FOUNDER OF INFOSYS
  • 48. DON’T GIVE UP. HASSO PLATTNER FOUNDER AND CEO OF SAP
  • 49. DON’T GIVE UP. BILL HEWLETT AND DAVE PACKARD FOUNDERS OF HP
  • 50. DON’T GIVE UP. ARIANNA HUFFINGTON FOUNDER AND CEO OF THE HUFFINGTON POST
  • 51. DON’T GIVE UP. JAMES PARK FOUNDER AND CEO OF FITBIT
  • 52. DON’T GIVE UP. BILL GATES FOUNDER OF MICROSOFT AND THE BILL & MELINDA GATES FOUNDATION
  • 53. DON’T GIVE UP. JUAN TEJEDA FOUNDER AND MANAGING PARTNER OF THREEVIEW GMBH JUAN.TEJEDA@THREEVIEW.COM HTTP://ABOUT.ME/JUANTEJE
  • 54. THANK YOU
  • 55. ONE MORE THING…
  • 56. www.upstarter.info POWERED BY
  • 57. THREEVIEW GMBH | Holzstrasse 30, 80469 Munich | +49 (0)89 461-34 47-0 | info@threeview.com THREEVIEW AMS | Veeteelstraat 120, 1097 XB Amsterdam | info-ams@threeview.com

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