And the final goal was toincrease the share of mind“Share of mind marketing is aimed atestablishing a brand firmly in place asthe first brand people in a marketthink of when they need what thebrand offers.“
Southwest:We are low costAirFrance:Making the sky best place on earthIt’s the birthday of one passenger. What should the steward do?Southwest:Singing happy birthday is free and fun. Do it!Offering a birthday cake is great but expensive. Don’t do it!AirFrance:Singing happy birthday could disturb some passengers. Don’t do it!Offering a birthday cake is great. Passengers must feel delighted!
Instagram.You could pitch “a mobile app to share photoswith friends“OR “a way to share great memories to peoplethat matters“Restopolitan.(They offer a free meal in a restaurant.)You could pitch “50% discount“ (and you’reagainst Groupon and all the others)OR “a way to go more often in a restaurant, theplace where you spend a magical time“
Did Michelin speak only about tires?No. They knew they were much more.They were about traveling and discovering.Did Guiness speak only about beers?No. They knew they were much more.They were about having LOTS of fun.
“A brand pattern is morethan how a brand looks. Itis coherent andconsistency between howthe brand acts, looks andresponds over time““Brand should be iterativethrough interfaces and notjust the consistency of amessage.“MarcShillum SXSW2012http://www.brocooli.com/branding-marque-pattern/
Brand patternis the declinaison ofthe brand everywhere.
HELVETICA NEUEBrand patterncan be evenshapes, fonts, colors.
Mint has a landingpage and blog postfor nearly almostpersonal finance topic
Path texts the linkof the app to yourphone. (Price per SMSvia Twilio around $0.02)
Just send the campaign one moretime to those who didn’t open themail changing JUST the title.Very effective & almost no churn.x2email open rate
Campinambullemade a kick-asspage to increasethe referalDownload it free here and feel free to customize:https://github.com/traceoutdoor/campinambulle
Credits + going furtherBranding:A must read - Broocoli: my blog!So Cult - Oasis: une marque pop : slideshowKapferer - The New Strategic Brand Management: Buy the book!Mad Men - The Carousel: videoand discussions with So Cult (Celina Barahona and Olivier Ravard), BETCStartup Lab (Clarisse Lacarrau), Brandcasterz (Florian Pittion-Rossillon),Brocooli (Mathieu Daix) and many more!Growth Hacking:Mattan Griffel - Most slides of the 2nd part & more: original slideshowDave McClure - Startup Metrics for Pirates: videoAndrew Chen - selected “growth hackers“: the listTim Ferriss - How we raise $100,000 in 10 days: blog postand discussions with The Family (Oussama Amar), Fullsix (Anne Browaeys),Elaia Partners (Marie Ekeland, Sebastien Derhy, Samantha Jérusalmy) andmany more!By Willy BraunGeneral Manager of France Digitale,great association of VCs & tech entrepreneursFeel free to drop me a mail: email@example.comMy book: