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2013 branding 101

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It´s a brief idea of branding, and how branding it´s different and in consulting firms more important than marketing

It´s a brief idea of branding, and how branding it´s different and in consulting firms more important than marketing

Published in: Business, Technology

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  • 1. Branding 101cre4ting THE brandS
  • 2. When I sayJustinTimberlake, what one wordcomes tomind?O
  • 3. SINGER
  • 4. RICH
  • 5. CELEBRITY
  • 6. SEXY
  • 7. performermusiciandancerentertainer
  • 8. AND…
  • 9. What’s that got to do with marketing?People bought, they overpaid and where happy they did.Justin Timberlake did not have to sell one thingTimberlake is the essence of the law of attraction.His customers are his fans.
  • 10. Cre4ting Well-defined BrandsConsistent experienceBASIC stuff
  • 11. BASICSBrandPromise= ConsumerExperience+ BRANDcomunicationservicesproductPositioning Statement
  • 12. Needs thatare covered
  • 13. What definesour brand?
  • 14. Where is ourbrand?
  • 15. Who´s Buying?
  • 16. Experience
  • 17. PositioningStatement
  • 18. BASICSPositioning StatementExperience What defines our brand?Where is our brand?Who’sBuying?Needs thatare covered
  • 19. color
  • 20. logo
  • 21. typeface
  • 22. sound
  • 23. personality
  • 24. fragance
  • 25. claims
  • 26. innovation
  • 27. BrandColorLogoTypefaceFraganceSoundPersonalityClaimsInnovation
  • 28. Cre4ting Lifestyle BrandsConverting consumers into fansHARDCORE stuff
  • 29. “There is nothing like asensational Brand to delivergrowing amounts of cashover a long period of time”Warren Buffet,Berkshire Hathaway
  • 30. Top 20 Lifestyle brands1. Coca-Cola2. Apple3. IBM4. Google5. Microsoft6. General Electric7. McDonald’s8. Intel9. SAMSUNG10. TOYOTA11. Mercedes-Benz12. BMW13. DISNEY14. CISCO15. Hewlett Packard16. Gillette17. LOUIS VUITTON18. ORACLE19. NOKIA20. amazon
  • 31. Top Technology BrandsAppleGoogleMicrosoftIntelSamsungHewlettPackardDellXeroxAdobe
  • 32. Top Business Services BrandsIBMCiscoOracleSAPAccentureThomson Reuters
  • 33. La única marca mexicana que figuradentro de las mejores del mundo, en ellugar 89.
  • 34. EMOTIONEXPERIENCEIRRATIONALBEHAVIORSTICKY IDEA
  • 35. EXPERIENCE
  • 36. Entertainment
  • 37. Educational
  • 38. Aesthetic
  • 39. Escapist
  • 40. Entertainment EducationalAesthetic EscapistPassiveParticipationActiveParticipationAbsorptionImmersion
  • 41. RELIGIONSvsBRANDS
  • 42. Clear visionStorytellingRitualPower over enemiesAmbienceGrandeurSense of being part / aspirationalMisteryIcons
  • 43. Collaborative customization• Glasses / Gym / UserTransparent customization• This stuff is useful to:doctors, mailmen, housewifeCosmetic customization• Volaris name an airplaneAdaptive Customization• Ambience, music, colors
  • 44. DOPAMINE= 2.5SECONDS
  • 45. SOMATICSHORCUT
  • 46. MIRRORNEURONS
  • 47. insecurities
  • 48. AUTHENTICITY
  • 49. IrrationalBehavior
  • 50. Fear of Loss
  • 51. Commitment
  • 52. ValueAttribution
  • 53. Sticky ideaSimpleUnexpectedConcretenessCredibilityEmotional  done!Story  done!
  • 54. BrandColorLogoTypefaceFraganceSoundPersonalityClaimsInnovation
  • 55. EMOTIONEXPERIENCEIRRATIONALBEHAVIORSTICKY IDEA
  • 56. Cre4ting The AdsAdvertising vs BrandingSELLING stuff
  • 57. Brands Advertising
  • 58. Not Today!
  • 59. Cre4ting The PlanYou have to crawl before you walkWORKING stuff
  • 60. GapTouchpointsExperienceConsistence
  • 61. carlos@sm4rt.comS
  • 62. BUYOLOGY & BRANDSENSE  MARTIN LINDSTROMNEVER EAT ALONE & WHO’S GOT YOUR BACK  KEITH FERRAZIHOW TO TALK TO ANYONE  LEIL LOWNDESHOW TO MAKE ANYONE FALL IN LOVE WITH YOU IN 90 MINUTES  NICHOLASBOOTHMANTHE ART OF SEDUCTION  ROBERT GREENETHE GAME  NEIL STRAUSSTHE MISTERY METHOD  MISTERYTHE IRRESISTIBLE PULL OF IRRATIONAL BEHAVIOR  ORI & ROM BRAFMANMADE TO STICK  CHIP & DAN HEATHTHE BECKHAM EXPERIMENT  GRANT WHALPROFESSIONAL SERVICES MARKETING  MIKE SCHULTZ & JOHN E. DOERRTHE EXPERIENCE EFFECT  JIM JOSEPHTHE EXPERIENCE ECONOMY  JOSEPH PINE & JAMES GILMOREREVELARSE VENDE  JOSEPH HEATH & ANDREW POTTERDIOS, PATRIA Y COCA – COLA MIKE PENDERGAST1001 TRUCOS PUBLICITARIOS  LUC DUPONTLITTLE RED BOOK OF SALES ANSWERS  JEFFREY GITOMER’SBLUE OCEAN STRATEGY  W. CHAN KIM & RENÉE MAUBORGNE