Founder institute 2011

1,542 views

Published on

My slides from this year's Founder Institute.

Published in: Business
0 Comments
2 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total views
1,542
On SlideShare
0
From Embeds
0
Number of Embeds
121
Actions
Shares
0
Downloads
36
Comments
0
Likes
2
Embeds 0
No embeds

No notes for slide

Founder institute 2011

  1. 1. Brand Strategy 101!(startup edition)!Copyright Propellerfish Private Limited 2011
  2. 2. WHAT I’M GOING TO TALK ABOUT A view from 50,000 feet!Copyright Propellerfish Private Limited 2011
  3. 3. WHAT I’M GOING TO TALK ABOUT(I can actually talk about whatever you like so feel free to interrupt)   01 A BIT ABOUT ME 02 A BIT OF THEORY 03 BUTCHERING MY BRAND 03 A BIT OF ACTIONCopyright Propellerfish Private Limited 2011
  4. 4. A BIT ABOUT ME The The Music Madison Innovation Branding Beach! Business! Ave.! Shop! Agency! 1997-1998 1999 2000-2005 2005-2008 2009Copyright Propellerfish Private Limited 2011
  5. 5. STUFF I DID ALONG THE WAYCLIENTS AT MY STARTUPCLIENTS FROM MY PAST LIFECopyright Propellerfish Private Limited 2011
  6. 6. AN OBVIOUS DISCLAIMER I’m not a naming and branding person.!Copyright Propellerfish Private Limited 2011
  7. 7. ANOTHER DISCLAIMERCopyright Propellerfish Private Limited 2011
  8. 8. Let’s play a game.!Copyright Propellerfish Private Limited 2011
  9. 9. LET’S PLAY A GAMECopyright Propellerfish Private Limited 2011
  10. 10. LET’S PLAY A GAMECopyright Propellerfish Private Limited 2011
  11. 11. LET’S PLAY A GAMECopyright Propellerfish Private Limited 2011
  12. 12. LET’S PLAY A GAMECopyright Propellerfish Private Limited 2011
  13. 13. LET’S PLAY A GAMECopyright Propellerfish Private Limited 2011
  14. 14. SO WHAT’S A BRAND?Copyright Propellerfish Private Limited 2011
  15. 15. Alex’s oversimplified history of commerce! (brace yourself)!Copyright Propellerfish Private Limited 2011
  16. 16. THE BEGINNING I  have  tools.   I  need  tools.  Copyright Propellerfish Private Limited 2011 Image credit: tin7_creations
  17. 17. THE DAWN OF CHOICE I  have  tools   too.   $$ $$Copyright Propellerfish Private Limited 2011 Image credit: tin7_creations
  18. 18. THE DAWN OF THE EMPOWERED CUSTOMER I  have  tools   So?   too.   $$ $$Copyright Propellerfish Private Limited 2011 Image credit: tin7_creations
  19. 19. THE DAWN OF COMPETITION I  mean…  My   tools  are   be#er.   $$ $$Copyright Propellerfish Private Limited 2011 Image credit: tin7_creations
  20. 20. THE DAWN OF CONSUMER APATHY They  look  the   same  to  me   $$ $$Copyright Propellerfish Private Limited 2011 Image credit: tin7_creations
  21. 21. THE DAWN OF COMMODITIZATION Well  my  tools   are  cheaper   $$ $Copyright Propellerfish Private Limited 2011 Image credit: tin7_creations
  22. 22. THE DAWN OF PRICE WARS My  tools  are   even  cheaper   $ $Copyright Propellerfish Private Limited 2011 Image credit: tin7_creations
  23. 23. THE DAWN OF PRICE WARS My  tools  are   Deal.   even  cheaper   $ $Copyright Propellerfish Private Limited 2011 Image credit: tin7_creations
  24. 24. THE DAWN OF THE BRAND My  tools  are  for   people  who   know  how  to   use  tools.   $ $ $$$$Copyright Propellerfish Private Limited 2011 Image credit: tin7_creations
  25. 25. THE DAWN OF THE BRAND My  tools  are  for   Ooh.    I  want  to   people  who   know  how  to   be  one  of  those   use  tools.   people.   $$$$Copyright Propellerfish Private Limited 2011 Image credit: tin7_creations
  26. 26. WHAT’S A BRAND?There’s a lot of misperception out there by people who say…! A logo! A user interface! An ad! A tag line! A color! A name!Copyright Propellerfish Private Limited 2011 …not really.
  27. 27. WHAT’S A BRAND?There’s a lot of misperception out there by people who say…! A logo! A user interface! An ad! A tag line! A color! A name! These are the ways brands both express and build themselves.Copyright Propellerfish Private Limited 2011 …not really.
  28. 28. WHAT’S A BRAND? Wise words from an ad guy…! Those are just expressions of a brand “A brand is the consumer’s idea of a product” - David OgilvyCopyright Propellerfish 2010 Limited 2011 Copyright Propellerfish Private
  29. 29. WHAT’S A BRAND? Wise words from the Economist…! Those are just expressions of a brand “(Brands) create the third, intangible step in the adding of value. Take water and sugar: they are commodities. Process them into Cola Drinks, and you have products. Market and promote them into Coca-Cola and Pepsi-Cola and you have brands.” - The Economist: The Year of the BrandCopyright Propellerfish 2010 Limited 2011 Copyright Propellerfish Private
  30. 30. WHAT’S A BRAND? Wise words from the guys who bring you Mickey…! Those are just expressions of a brand “A brand is a living entity, it is enriched or undermined cumulatively over time, the product of a thousand small gestures” Michael Eisner (Disney CEO) *This is my favorite definition!Copyright Propellerfish 2010 Limited 2011 Copyright Propellerfish Private
  31. 31. GREAT BRANDS HAVE A CENTRAL GUIDING IDEA The glue that hold each of these “gestures” together! Space Users Font Product Ads User Interface PR Design Brand Idea Partners Pricing Logo Name Events PeopleCopyright Propellerfish 2010 Limited 2011 Copyright Propellerfish Private
  32. 32. THAT IDEA GOVERNS EACH GESTUREIn the simplest terms…! Brand Idea:! Tools for the mind that advance humankindCopyright Propellerfish Private Limited 2011
  33. 33. MEANWHILE, EACH GESTURE DEFINES THE BRAND In the simplest terms…! Brand Idea: Tools for the mind that advance humankindCopyright Propellerfish 2010 Limited 2011 Copyright Propellerfish Private
  34. 34. SOMETHING TO KEEP IN MIND Everything communicates.!Copyright Propellerfish Private Limited 2011
  35. 35. What does this font choice say about Apple?Copyright Propellerfish Private Limited 2011
  36. 36. Think different.Copyright Propellerfish Private Limited 2011
  37. 37. What does this style of photography say about Apple?Copyright Propellerfish Private Limited 2011
  38. 38. What What thisthe materials they usesay about Apple? does do style of photography to build their stores say about them?Copyright Propellerfish Private Limited 2011
  39. 39. What do the people who work there communicate about the brand?Copyright Propellerfish Private Limited 2011 Photo credit: flickr.com/DaveMN
  40. 40. Why does my startup need a brand?!Copyright Propellerfish Private Limited 2011
  41. 41. BECAUSE BRANDS CREATE ELASTICITYPeople will part with more for a brand.! Jeans are jeans? Passenger quotes during The distance people are the same snowstorm willing to drive to a… “I couldn’t get home to see my family over the holidays, but JetBlue’s a good airline. They did what they could.” -JetBlue Passenger $135 USD “I  couldn’t  get  home  for  the   holidays.    I  know  the  weather   was  bad,  but  Delta  are  bastards.     I  hate  them.”   $35 USD -­‐JetBlue  Passenger   Price elasticity! Good will elasticity! Distance elasticity!Copyright Propellerfish Private Limited 2011
  42. 42. SOMETHING MANY BRANDING PEOPLE FORGET Brands are business tools.!Copyright Propellerfish Private Limited 2011
  43. 43. So how do I build a great brand?!Copyright Propellerfish Private Limited 2011
  44. 44. START BY ASKING YOURSELF THIS QUESTION I’m a new player and I’m creating something people might not trust entirely new and need people me.! to understand what I do.! What’s your business up against?! What I do will change What we’re selling isn’t for people’s lives but it’s everybody – we need to make tough to understand at sure the people who try us first.! first are the right people.! There are other businesses out there like us and we need people to know that we’re different.!Copyright Propellerfish Private Limited 2011
  45. 45. THEN ASK YOURSELF THIS… Where is a brand most likely to help?!Copyright Propellerfish Private Limited 2011
  46. 46. LAY DOWN YOUR BELIEF SYSTEM Startups are in a position to build their brand from the inside out.! Start with the people who are founding the business, their vision for how they plan to change the world and what they’re most passionate about.! If you’re only in it to make money you’re going to suck at this part.!Copyright Propellerfish Private Limited 2011
  47. 47. HOW WE DID AN OKAY(ISH) JOB OF IT AT PROPELLERFISHCopyright Propellerfish Private Limited 2011
  48. 48. LOOK HARD AT WHAT YOU ACTUALLY SELLCopyright Propellerfish Private Limited 2011
  49. 49. LOOK HARD AT WHAT YOU ACTUALLY SELLCopyright Propellerfish Private Limited 2011
  50. 50. LOOK HARD AT WHAT YOU ACTUALLY SELLCopyright Propellerfish Private Limited 2011
  51. 51. LOOK HARD AT WHAT YOU ACTUALLY SELLCopyright Propellerfish Private Limited 2011
  52. 52. THEN LAY DOWN YOUR BELIEF SYSTEM Our belief system would look something like…! 1.  We bring freshness of thought to organizations that feel stale! 2.  We bring energy that helps accelerate thinking and ideas from workshop to store shelf! 3.  We bring a level of polish and precision that can only be delivered by doing one project at a time.! 4.  We bring a rigor that’s missing from most other agencies! 5.  We operate on the belief that the best creativity is commercial creativity.! 6.  We believe in only working with clients who are comfortable collaborating with us as partners.!Copyright Propellerfish Private Limited 2011
  53. 53. WHAT BUSINESS ARE YOU IN? We’re technically in the innovation business but we like to think of it as though… ! We are an opportunity development business.!Copyright Propellerfish Private Limited 2011
  54. 54. DEFINE YOUR MISSION We are in the business of helping the world unleash its potential.!Copyright Propellerfish Private Limited 2011
  55. 55. SAY IT WITH MORE THAN WORDS Credit: Maria Horn (www.mariahorn.com)Copyright Propellerfish Private Limited 2011
  56. 56. NOW YOU TRY…Start by asking yourself these questions! 1.  What are you setting out to build? 2.  What’s your mission 3.  Who are you targeting? 4.  What’s their key painpoint? 5.  How do you address it? 6.  What do you stand for?Copyright Propellerfish Private Limited 2011
  57. 57. HOMEWORK 1.  Create a brief for your business using the questions on the previous page (this will help you describe your brand to other people)! 2.  Rewrite that brief without words using pictures, fonts, sounds, materials, etc. (this will help you brief designers)! 3.  Generate a list of words that encapsulate that brief in its entirety - at least 100. (this will be a helpful start point for your naming process)!Copyright Propellerfish Private Limited 2011
  58. 58. DISCUSSION Let’s talk.!Copyright Propellerfish Private Limited 2011
  59. 59. KEEP IN TOUCH. Let’s talk more.! alex@propellerfish.com! @alex__marquez! (_x2)!Copyright Propellerfish Private Limited 2011

×