Branding 101 5 Branding Principles You Didn’t Learn in School Presented by Justin Foster – Tricycle Co-Founder 101
The Simple Idea … What you learned about branding in school is now obsolete.
Why? <ul><li>6.9 Billion Channels </li></ul><ul><li>Advertising Avoidance Technology </li></ul><ul><li>The Trophy Kids </l...
5 Obsolete Concepts  <ul><li>Mass marketing </li></ul><ul><li>CPM </li></ul><ul><li>Campaigns </li></ul><ul><li>Saturation...
 
Mass Marketing <ul><li>Demographic driven </li></ul><ul><li>Medium-centric </li></ul><ul><li>Impersonal </li></ul><ul><li>...
Cost Per Thousand <ul><li>Uses an obsolete metric </li></ul><ul><li>Creates win-win-lose scenario </li></ul><ul><li>Makes ...
Campaigns <ul><li>Mis-aligned with business model. </li></ul><ul><li>Mis-aligned with reality of brand. </li></ul><ul><li>...
Saturation <ul><li>Cost, cost, cost </li></ul><ul><li>Little or no response measurement </li></ul><ul><li>Does this work i...
Coercion <ul><li>Inspiration v manipulation </li></ul><ul><li>Who is your first audience? </li></ul><ul><li>The Glass Hous...
Source:  Jeremy Allaire, founder/CEO of BrightCove
What to Do About It <ul><li>Make people really, really happy. </li></ul><ul><li>Don’t stop advertising. </li></ul><ul><li>...
What to Do About It <ul><li>“ Socialize” your brand. </li></ul><ul><li>Spending money isn’t marketing. </li></ul><ul><li>T...
What to Do About It <ul><li>Be bold about why you are different and better. </li></ul><ul><li>Stop pitching; start preachi...
Questions & Discussion
Contact Justin @brandmilitia on Twitter www.facebook/justinfoster 208.841.3497 [email_address]
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Branding 101 - 5 things about branding you didn't learn in school.

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This is the presentation I gave at Meridian Business Day on 11/10. A better title is "5 myths about branding ... and what to do about them." But that was a little long. This presentation deals with how branding really works when the economy is in the "Great Compression".

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Branding 101 - 5 things about branding you didn't learn in school.

  1. 1. Branding 101 5 Branding Principles You Didn’t Learn in School Presented by Justin Foster – Tricycle Co-Founder 101
  2. 2. The Simple Idea … What you learned about branding in school is now obsolete.
  3. 3. Why? <ul><li>6.9 Billion Channels </li></ul><ul><li>Advertising Avoidance Technology </li></ul><ul><li>The Trophy Kids </li></ul><ul><li>The Great Compression </li></ul>
  4. 4. 5 Obsolete Concepts <ul><li>Mass marketing </li></ul><ul><li>CPM </li></ul><ul><li>Campaigns </li></ul><ul><li>Saturation </li></ul><ul><li>Coercion </li></ul>
  5. 6. Mass Marketing <ul><li>Demographic driven </li></ul><ul><li>Medium-centric </li></ul><ul><li>Impersonal </li></ul><ul><li>Promotes lazy marketing </li></ul>
  6. 7. Cost Per Thousand <ul><li>Uses an obsolete metric </li></ul><ul><li>Creates win-win-lose scenario </li></ul><ul><li>Makes “awareness” the goal </li></ul>
  7. 8. Campaigns <ul><li>Mis-aligned with business model. </li></ul><ul><li>Mis-aligned with reality of brand. </li></ul><ul><li>Lack flexibility and scalability. </li></ul>
  8. 9. Saturation <ul><li>Cost, cost, cost </li></ul><ul><li>Little or no response measurement </li></ul><ul><li>Does this work in relationships? </li></ul>
  9. 10. Coercion <ul><li>Inspiration v manipulation </li></ul><ul><li>Who is your first audience? </li></ul><ul><li>The Glass House. </li></ul>
  10. 11. Source: Jeremy Allaire, founder/CEO of BrightCove
  11. 12. What to Do About It <ul><li>Make people really, really happy. </li></ul><ul><li>Don’t stop advertising. </li></ul><ul><li>Create marketing that isn’t marketing. </li></ul>
  12. 13. What to Do About It <ul><li>“ Socialize” your brand. </li></ul><ul><li>Spending money isn’t marketing. </li></ul><ul><li>Think and act 1:1 </li></ul>
  13. 14. What to Do About It <ul><li>Be bold about why you are different and better. </li></ul><ul><li>Stop pitching; start preaching. </li></ul><ul><li>Be a great storyteller. </li></ul>
  14. 15. Questions & Discussion
  15. 16. Contact Justin @brandmilitia on Twitter www.facebook/justinfoster 208.841.3497 [email_address]
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