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

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

  • 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?
    • 6.9 Billion Channels
    • Advertising Avoidance Technology
    • The Trophy Kids
    • The Great Compression
  • 5 Obsolete Concepts
    • Mass marketing
    • CPM
    • Campaigns
    • Saturation
    • Coercion
  •  
  • Mass Marketing
    • Demographic driven
    • Medium-centric
    • Impersonal
    • Promotes lazy marketing
  • Cost Per Thousand
    • Uses an obsolete metric
    • Creates win-win-lose scenario
    • Makes “awareness” the goal
  • Campaigns
    • Mis-aligned with business model.
    • Mis-aligned with reality of brand.
    • Lack flexibility and scalability.
  • Saturation
    • Cost, cost, cost
    • Little or no response measurement
    • Does this work in relationships?
  • Coercion
    • Inspiration v manipulation
    • Who is your first audience?
    • The Glass House.
  • Source: Jeremy Allaire, founder/CEO of BrightCove
  • What to Do About It
    • Make people really, really happy.
    • Don’t stop advertising.
    • Create marketing that isn’t marketing.
  • What to Do About It
    • “ Socialize” your brand.
    • Spending money isn’t marketing.
    • Think and act 1:1
  • What to Do About It
    • Be bold about why you are different and better.
    • Stop pitching; start preaching.
    • Be a great storyteller.
  • Questions & Discussion
  • Contact Justin @brandmilitia on Twitter www.facebook/justinfoster 208.841.3497 [email_address]