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Emerging practices in branding
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Emerging practices in branding

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On September 25th, Uri Baruchin gave a presentation at the Strategic Branding forum in Romania. We used this opportunity to bring together some of our central ideas about how branding should be ...

On September 25th, Uri Baruchin gave a presentation at the Strategic Branding forum in Romania. We used this opportunity to bring together some of our central ideas about how branding should be practiced in order to succeed in our rapidly changing world.
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  • Full Name Full Name Comment goes here.
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  • meaningless without the narrative I think
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  • Can u pls send me the presentation.... to
    musfiq@papyrusbd.com
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Emerging practices in branding Presentation Transcript

  • 1.  
  • 2. The new strategy for strategy Emerging trends in the practice of strategic branding
  • 3.
    • What branding does, not what brands do
  • 4.
    • Five aspects: methodology, relationship, culture, identity, engagement
  • 5.
    • Methodology
    • or Why the next big thing isn’t
  • 6.
    • It’s all about X
  • 7.
    • History of false saviours
    Avi Paz
  • 8.
    • Methodology
  • 9.
    • Methodologies
  • 10.
    • THE Methodology™
  • 11.
    • Instead:
    • emergent theory, emergent meaning
  • 12.  
  • 13.  
  • 14.
    • Picked up by three players
    • Across different tiers
  • 15.
    • 2. Relationships or Branding that plays together, stays together
  • 16.
    • This is not together
    Thomas Hawk
  • 17.
    • Instead: leverage the power of interaction
  • 18.  
  • 19.  
  • 20.  
  • 21.
    • A unique solution
    • Exact communications
    • Business practical
  • 22.  
  • 23.
    • 3. Culture or There’s no insight like local insight
  • 24.
    • Beware:
    • gift-bearing strangers (and disco dads)
  • 25.
    • 1. “Benevolent” imperialism
    Angel de Olavide
  • 26.
    • 2. Disco Dad
    Dave 77459
  • 27.
    • Instead: Global experience
    • +
    • Local insights
  • 28.  
  • 29.  
  • 30.  
  • 31.
    • Local insight key Bridging brand and experience
  • 32.
    • 4. Identity
    • or Beauty at work
  • 33.
    • How branding became the Primadonna of marketing
  • 34. Typical development of brand meaning over time 2. Achievement & nationalism 3. Family & security Fun & adventure 4. Wider use of brand narratives 5. Engagement in social issues 1. Product quality & variety MEANING TIME
  • 35.  
  • 36. Harpersbizarre / A V Pretty, but little nutritional value
  • 37.
    • Instead:
    • Identity as a system. Branding that’s not afraid of “the dirty work”.
  • 38.  
  • 39.
    • 75k under 12m
  • 40.  
  • 41.
    • Sold out in a few weeks
  • 42.
    • 5. Engagement or Organic branding
  • 43.
    • Look before you launch
    Leo rynolds
  • 44. Or else… robert terrell
  • 45.
    • Instead:
    • Engage from day one Increase after launch
  • 46.  
  • 47.  
  • 48.  
  • 49.
    • 3500 employees
    • 1100 ideas
    • 50 adopted
  • 50.
    • Summary:
    • The common thread?
    • (3 thoughts)
  • 51.
    • Embrace the mess, find meaning
    RI Pizzo
  • 52.
    • Systemic, not systematic:
    • Be strategic about strategy
    Evan Leeson
  • 53.
    • When you appreciate it’s all connected, then you’ll create sustainable brands
  • 54.  
  • 55. Image credits (in order of appearance): Avi paz http://www.flickr.com/photos/pazavi/153949091/ Thomas hawk http://www.flickr.com/photos/thomashawk/2826971753/ angel de olavide http://www.flickr.com/photos/olavide/444868683/ Dave 77459 http://www.flickr.com/photos/dave77459/2368757512/ Harpersbizarre / A V http://www.flickr.com/photos/harpers/60016879/ Leo rynolds http://www.flickr.com/photos/lwr/134769010/ robert terrell http://www.flickr.com/photos/ratterrell/40634731/ RI Pizzo http://www.flickr.com/photos/ripizzo/2310929170/ Evan Leeson http://www.flickr.com/photos/ecstaticist/2056147629/