BrandFood
Upcoming SlideShare
Loading in...5
×
 

BrandFood

on

  • 381 views

While name, logo, and tag-line are important, they're just the beginning. Product purchases are emotional decisions—a well-crafted story helps your customers achieve that connection with your brand. ...

While name, logo, and tag-line are important, they're just the beginning. Product purchases are emotional decisions—a well-crafted story helps your customers achieve that connection with your brand. Learn more about how to achieve the best branding strategy for your food startup. This class will be an introduction to launching your food brand. Learn techniques and strategies to optimize your efforts and leave this class knowing how to create a unique, thorough, stand-out brand strategy with limited time and resources.

Statistics

Views

Total Views
381
Views on SlideShare
199
Embed Views
182

Actions

Likes
1
Downloads
4
Comments
0

3 Embeds 182

http://benjaminspear.com 167
https://ben-spear.squarespace.com 8
https://twitter.com 7

Accessibility

Upload Details

Uploaded via as Adobe PDF

Usage Rights

CC Attribution License

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment

BrandFood BrandFood Presentation Transcript

  • @BRANCHFOOD @THEFOODLOFT #BRANDFOOD @BENJAMINSPEAR #BRANDHACK
  • 2AGENDA ‣ Intro, Q&A 10m ‣ Why brand? 10m ‣ Industrial vs. Information Age Brands 10m ‣ Lean Brand Development 10m ‣ Workshop 40m ‣ Discussion time 10m
  • 3INTRODUCTION ‣ BFA Graphic Design, BU College of Fine Arts ‣ Graphic design and corporate identity ‣ Brand strategy and acceleration ‣ Qualitative market research ‣ Berklee, Harvard, P&G, MassChallenge ‣ #brandhack
  • #BRANDFOOD 4 Q&A
  • INSERT CLASS TITLE BRAND = RELATIONSHIP ≠ NAME, LOGO, TAGLINE 5LESSON 1
  • #BRANDFOOD WHY BRAND? 6
  • WHY BRAND? CLANS 7 ‣ Paleolithic ‣ 2,600,000 years ago ‣ Small egalitarian groups, dynamic leadership ‣ Information is personal, 1-to-1 Image: wikipedia.org/wiki/paleolithic
  • WHY BRAND? NATIONS 8 ‣ Neolithic ‣ 10,000 years ago ‣ Permanent settlement, pseudo-personhood ‣ Information is mediated, 1-to-100 Image:
  • WHY BRAND? CORPORATIONS 9 ‣ Industrial ‣ 250 years ago ‣ Corporate personhood ‣ Information is mass-produced, 1-to-many Image:
  • WHY BRAND? SINGULARITY 10 ‣ Information ‣ 30 years ago ‣ Planetary consciousness ‣ Information is ubiquitous, 
 many-to-many Image:
  • INSERT CLASS TITLE BRAND OCCURS NATURALLY 11LESSON 2
  • #BRANDFOOD INDUSTRIAL VS. INFORMATION AGE BRANDS 12
  • INDUSTRIAL VS. INFORMATION AGE BRANDS INDUSTRIAL BRANDING 13 ‣ Focused on product ‣ Customers = conversions ‣ Generates wealth ‣ Exploitative ‣ Teaching, forcing, patriarchal IMAGE: JAMES-PRATT.COM
  • INFORMATION AGE BRANDING ‣ Focused on experience ‣ Customers = partners ‣ Generates value ‣ Collaborative ‣ Learning, guiding, fraternal Image: rosaliewinard.com Temple Grandin 14INDUSTRIAL VS. INFORMATION AGE BRANDS
  • INDUSTRIAL VS. INFORMATION AGE BRANDS ERIC RIES “What creates value for a startup is learning if we are on path to a sustainable business. [Successful companies have to] make that shift in perspective, from making stuff to learning which stuff to make.” 15
  • 16INDUSTRIAL VS. INFORMATION AGE BRANDS
  • vs. vs. vs. 17INDUSTRIAL VS. INFORMATION AGE BRANDS
  • vs. 18INDUSTRIAL VS. INFORMATION AGE BRANDS
  • INSERT CLASS TITLE “INDUSTRY” IS ENDING 19LESSON 3
  • IDEAS BUILD PRODUCT Industry Information 20INDUSTRIAL VS. INFORMATION AGE BRANDS IDEAS BUILD PRODUCT MEASURE DATA LEARN
  • #BRANDFOOD WHAT IS INFORMATION AGE BRANDING? 21 #BRANDHACK #LEANBRAND AGILE BRAND DEV RESPONSIVE
  • ‣ “Brand genius” is a myth; brands are collaborative, holistic ‣ Brands aren’t manufactured, they’re co-created ‣ Innovation through experimentation and validated learning ‣ Build > Measure > Learn ‣ “Minimum Viable Brand Relationship” (MVB) WHAT IS INFORMATION AGE BRANDING? 22
  • SUMMARY KEY CHALLENGE ‣ Prototype the customer relationship for feedback - Audience analysis - Persona development - Naming - Identity design ‣ Secure funding ‣ Build beta group Okin measures force during strength training, and transmits data to an app that tracks performance. OKIN Okin measures force during strength training and transmits data to an app that tracks performance. Nick Sulham Founder nick@okin.co (508) 596-6030 okin.co Making undesirable easier: ‣ OKCupid, wing-man: dating ‣ GlassDoor: employment ‣ Prostate exam: health ‣ Hallmark: emotion ‣ Trunk Club: wardrobe ‣ Foodie: farmer’s market Important considerations: ‣ The gym is inconvenient and intimidating ‣ Make the product less techy, less faddy 23CASE STUDY
  • INSERT CLASS TITLE SUCCESSFUL BRANDS NEVER STOP 24LESSON 4
  • 25#BRANDFOOD Q&A
  • 26#BRANDFOOD EXERCISE
  • 1 Understand partner’s idea 5m 2 Build brand story 5m 3 Produce final statement 5m 3 Measure 3rd party reaction 5m 4 Compile data 5m 5 Share, learn with partner 5m OWNER BRAND DEV. CUST. IDEAS BUILD PRODUCT MEASURE DATA LEARN 27EXERCISE
  • OWNER BRAND DEV. CUST. IDEAS BUILD PRODUCT MEASURE DATA LEARN 1 Understand partner’s idea 5m 2 Build brand story 5m 3 Produce final statement 5m 3 Measure 3rd party reaction 5m 4 Compile data 5m 5 Share, learn with partner 5m 28EXERCISE
  • IDEAS BUILD PRODUCT MEASURE DATA LEARN 1 Understand partner’s idea 5m 2 Build brand story 5m 3 Produce final statement 5m 3 Measure 3rd party reaction 5m 4 Compile data 5m 5 Share, learn with partner 5m OWNER BRAND DEV. CUST. 29EXERCISE
  • EXERCISE 30 OWNER BRAND DEV. CUST. IDEAS BUILD PRODUCT MEASURE DATA LEARN 1 Understand partner’s idea 5m 2 Build brand story 5m 3 Produce final statement 5m 3 Measure 3rd party reaction 5m 4 Compile data 5m 5 Share, learn with partner 5m
  • EXERCISE 31 OWNER BRAND DEV. CUST. 1 Understand partner’s idea 5m 2 Build brand story 5m 3 Produce final statement 5m 3 Measure 3rd party reaction 5m 4 Compile data 5m 5 Share, learn with partner 5m IDEAS BUILD PRODUCT MEASURE DATA LEARN
  • EXERCISE 32 IDEAS BUILD PRODUCT MEASURE DATA LEARN 1 Understand partner’s idea 5m 2 Build brand story 5m 3 Produce final statement 5m 3 Measure 3rd party reaction 5m 4 Compile data 5m 5 Share, learn with partner 5m OWNER BRAND DEV. CUST.
  • EXERCISE 33 IDEAS BUILD PRODUCT MEASURE DATA LEARN OWNER BRAND DEV. CUST. 1 Understand partner’s idea 5m 2 Build brand story 5m 3 Produce final statement 5m 3 Measure 3rd party reaction 5m 4 Compile data 5m 5 Share, learn with partner 5m
  • 34 IDEAS BUILD PRODUCT MEASURE DATA LEARN 1 Generate new idea 5m 2 Build brand story 5m 3 Produce final statement 5m 3 Measure 3rd party reaction 5m 4 Compile data 5m 5 Share, learn with partner 5m EXERCISE OWNER BRAND DEV. CUST.
  • 35#BRANDFOOD DISCUSSION