DIFFERENCE BETWEEN GOOD & GREAT BRANDING by GOCART

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DIFFERENCE BETWEEN GOOD & GREAT BRANDING by GOCART

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DIFFERENCE BETWEEN GOOD & GREAT BRANDING by GOCART

  1. 1. 12.19.13 THE DIFFERENCE BETWEEN GOOD & GREAT BRANDING
  2. 2. 2 IS THIS GOOD OR GREAT?
  3. 3. AD FROM CONTENT 3 IT USED TO BE EASY TO TELL
  4. 4. THE MARKETER CHALLENGE: HOW TO DISCERN WHAT’S GOOD VS. WHAT’S JUST NOVELTY 4
  5. 5. ESPECIALLY SINCE: THERE ARE SO MANY NEW FORMS AND FADS 5
  6. 6. 6 IS THIS GOOD? GREAT? NOVELTY? WHAT’S THE DIFFERENCE?
  7. 7. LOT’S OF BRANDS JUMPED ON “REALTIME” 7
  8. 8. 8 REALTIME ≠ GREAT
  9. 9. BUT A LOT OF MARKETERS GOT FATIGUED AND CYNICAL 9
  10. 10. 10
  11. 11. THE RISK: YOU CAN MISS SOMETHING IMPORTANT 11
  12. 12. 12 HAMBURG 1961 HACK COVER BAND? NOVELTY?
  13. 13. 13 HAMBURG 1961 OR THE FUTURE OF MUSIC?
  14. 14. WE NEED A QUALITY FILTER: MARKETERS SHOULD HAVE A WORKING FRAMEWORK FOR WHAT SEPARATES “GREAT” FROM “COOL” 14
  15. 15. 15 MILLIONS THOUGHT THIS WAS GREAT AND COOL
  16. 16. BRAND • PURPOSE LEAD • CLEAR POV • VOICE • ACTIONS, NOT ADS 16 WHY IS THIS GOOD? BRAND BUILDING CREATIVE • ASPIRATIONAL STATEMENT • DESIGNED FOR SHARING • PARTICIPATORY • REMARKABLE EXECUTION • TIE TO PRODUCT
  17. 17. 17 PURPOSE LEAD
  18. 18. 18 POINT OF VIEW
  19. 19. 19 DISTINCTIVE VOICE
  20. 20. 20 PURPOSEFUL ACTIONS
  21. 21. 21 RESULTS?
  22. 22. 22 BACKLASH!
  23. 23. 23 IT’S GOOD (MAYBE GREAT)
  24. 24. 24 BUT WHY DID IT WORK? BUILT-IN AUDIENCE LITERALLY BOUGHT INTO THE IDEA
  25. 25. 25 BUT WHY DID IT WORK? SMART OUTREACH SHARED PURPOSE ADVOCACY
  26. 26. 26 BUT WHY DID IT WORK? THOUGHT LEADERSHIP AWARENESS OF PROBLEM
  27. 27. 27 BUT WHY DID IT WORK? GREAT TIMING • TIPPING POINT? • OR, HOLIDAY PROMOTIONAL PUSH?
  28. 28. 28 PAID PROMOTION READY COMMUNITY PURPOSE & MISSION REMARKABLE CONTENT ALGORITHM X ( )( ) Luck X
  29. 29. BRAND • PURPOSE LEAD • CLEAR POV • VOICE • ACTIONS, NOT ADS 29 CHECKLIST FOR GOOD/GREAT BRAND BUILDING CREATIVE • ASPIRATIONAL STATEMENT • DESIGNED FOR SHARING • PARTICIPATORY • REMARKABLE EXECUTION • TIE TO PRODUCT
  30. 30. 30 • BUILD PURPOSE INTO YOUR BRAND BUY INTO THE BRAND > BUYING THE BRAND • BUILD AN ACTIVE COMMUNITY CONNECT AROUND SHARED INTERESTS BEYOND PRODUCT FEATURES • MARKET WITH AND FOR YOUR COMMUNITY CREATE OPPORTUNITIES TO ACT TOGETHER TOWARDS YOUR PURPOSE • ACTIONS > ADS BROADCAST WHAT YOU AND THE COMMUNITY ARE DOING LESSONS FOR BRAND BUILDERS
  31. 31. 31 JIM CUENE VP, MARKETING STRATEGY A thought leader among modern marketers, Jim has been working on the internet longer than you have and has the stories and swag to prove it. A man of diverse passions and interests, Jim could open a restaurant, create its world-class brand, draft the business plan, cook the food, brew the beer, and perform the music opening night. ABOUT THE AUTHOR
  32. 32. THANK YOU. 32
  33. 33. WE GROW BUSINESSES Dream big. Implement Small. Invent now. Bet the garden, not the farm.

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