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Your B(b)rand in the Modern Age
WITH
Leigh Marino & Jason Ward
A Quick Refresher
A brand is not JUST
• a Logo
• a Product or Service
• an Advertisement
• a Spokesperson
• a Tagline
A modern brand
• Offers a unique benefit
• Is an extension of your culture
• Creates an emotional connection
• Engages aud...
‘BRAND’ vs.
‘brand’
BRAND (aka ‘Big B’)
• Executive-led
• Top-down
• One-way, promotional
• Makes a promise
• Aspirational / Idealistic
• Subj...
brand (aka ‘Little b’)
• Experience-led
• Bottom-up
• Two-way, personal
• Keeps its promise
• Actual / Realized
• Objective
Big ‘B’ ≠ Little ‘b’
• Fails to keep promise
• Invites negative review / criticism
• Creates detractors
• Reliant on Adver...
Big ‘B’ = Little ‘b’
• Delivers on promise
• Invites conversation, review,
referrals
• Creates loyalty and advocates
• Lev...
A Few Examples
PATAGONIA challenges Nike’s
dominance in the market by authentically
embracing its unique ‘brand’ and
leveraging it agains...
OREO’s ‘Brand’ is strong and
consistent… and backed by a team
empowered to own the ‘brand’
experience (even when it happen...
RADIO SHACK is proof that a ‘Brand’ can
and should evolve/adapt by understanding
and embracing its authentic ‘brand.’
Radi...
“Modern brands reflect real experiences,
rather than promising unrealistic ones.”
“Your brand begins with your culture—
th...
• Define Purpose and Values
• Seek Cultural Alignment
• Listen to Your Audience(s)
• Empower and Engage Your Team
• Build ...
'Box Lunch: Branding
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'Box Lunch: Branding

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Design Director Leigh Marino & Director of Strategic Services Jason Ward talk branding.

Published in: Business, Technology
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Transcript of "'Box Lunch: Branding"

  1. 1. Your B(b)rand in the Modern Age WITH Leigh Marino & Jason Ward
  2. 2. A Quick Refresher
  3. 3. A brand is not JUST • a Logo • a Product or Service • an Advertisement • a Spokesperson • a Tagline
  4. 4. A modern brand • Offers a unique benefit • Is an extension of your culture • Creates an emotional connection • Engages audiences • Makes (and keeps) a promise
  5. 5. ‘BRAND’ vs. ‘brand’
  6. 6. BRAND (aka ‘Big B’) • Executive-led • Top-down • One-way, promotional • Makes a promise • Aspirational / Idealistic • Subjective
  7. 7. brand (aka ‘Little b’) • Experience-led • Bottom-up • Two-way, personal • Keeps its promise • Actual / Realized • Objective
  8. 8. Big ‘B’ ≠ Little ‘b’ • Fails to keep promise • Invites negative review / criticism • Creates detractors • Reliant on Advertising/Marketing
  9. 9. Big ‘B’ = Little ‘b’ • Delivers on promise • Invites conversation, review, referrals • Creates loyalty and advocates • Leverages organic/social promotion
  10. 10. A Few Examples
  11. 11. PATAGONIA challenges Nike’s dominance in the market by authentically embracing its unique ‘brand’ and leveraging it against Nike’s ‘Brand.’ NIKE vs Patagonia
  12. 12. OREO’s ‘Brand’ is strong and consistent… and backed by a team empowered to own the ‘brand’ experience (even when it happens in the middle of the big game.) OREO
  13. 13. RADIO SHACK is proof that a ‘Brand’ can and should evolve/adapt by understanding and embracing its authentic ‘brand.’ Radio Shack
  14. 14. “Modern brands reflect real experiences, rather than promising unrealistic ones.” “Your brand begins with your culture— the experience you create for your team.” Lead with Culture
  15. 15. • Define Purpose and Values • Seek Cultural Alignment • Listen to Your Audience(s) • Empower and Engage Your Team • Build ‘B’ with Insights from ‘b’ • Measure and Adapt your Brand Align Your B(b)rand
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