How to kill a brand
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How to kill a brand

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Over the past few years, there has been an explosion of brand presence in the online world at the same time that, being on web has become a strategic choice for small companies and their business.......

Over the past few years, there has been an explosion of brand presence in the online world at the same time that, being on web has become a strategic choice for small companies and their business. The Internet has completely changed the way we communicate brands but also how consumers may perceive it.

From social media to digital advertising, and newsletters to online campaigns, the way to expose a company’s identity has become varied and complex.
We all agree that an easy and simple way to identify a company or a business is by their logo. However, the logo per se does not a brand or identity make.

So, are you sure you know how to communicate your brand or are you ready to commit a crime?

This presentation is inspired by:

The brand gap by Marty Neumeier
Zag by Marty Neumeier
Designing Brand Identity by Alina Wheeler
Wally Olins: the brand handbook by Wally Olins

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  • 1. CHIARA ALIOTTA presents
  • 2. HELLO! GEOMETRIA , Medium, 80pt FONT USED
  • 3. GEOMETRIA , Medium, 80pt FONT USED I AM and this presentation contains subliminal messages CHIARA
  • 4. THE 3 KILL YOUR BRAND s THAT C also stands
 for Chiara
  • 5. doesn’t 
 contain a C …but I am the Joomla! Brand Manager so I am supposed to talk about it too!
  • 6. BRAND? WHAT IS A let’s see how many of you are brand killers….
  • 7. A brand is not what you say it is. IT’S WHAT THEY SAY IT IS. The Brand Gap MARTY NEUMEIER
  • 8. $37.4 billion (Forbes) BRAND VALUE IN 2014
  • 9. $18.2 billion (Forbes) BRAND VALUE IN 2014
  • 10. $104.7 billion (Forbes) BRAND VALUE IN 2014
  • 11. SO HOT? WHY ARE BRANDS …and why do we all want one?
  • 12. Once upon a time…. FACTORIES
  • 13. Once upon a time…. CAPITAL
  • 14. Once upon a time…. PATENT
  • 15. Today INTELLECTUAL
  • 16. BRAND KILLER HOW TO BE A …no? Seriously?!!
  • 17. BRAND KILLER HOW TO IDENTIFY A … and be sure you are not one already!
  • 18. CLUTTER
  • 19. CLUTTER
  • 20. CLARITY
  • 21. little questions Who are you? 3 What do you do? Why does it matter?
  • 22. WHO? the only motorcycle manufacture WHAT? that produces original and timeless motorbikes WHY? for people who want to ride an icon 
 of style vespa.com
  • 23. WHO? a global community WHAT? that spreads the love for analogue photography WHY? for people who ignite a new style of artistic experimental photography lomography.com
  • 24. What makes Joomla! the only one? Joomla! is the only that . worldwide project builds a community around digital publishing and collaboration
  • 25. WHO? the only contributor-driven project WHAT? that develops award-winning web solutions WHY? for a community who wants to build secure, easy-to-use and powerful digital applications joomla.org
  • 26. CONFUSION
  • 27. Athens, 2012 LOGO OSRAM Since 2001
  • 28. Malpensa Airport, Milan 2014 APPLE?!
  • 29. by Sacha Goldberger RIDERS
  • 30. by Sacha Goldberger RIDERS
  • 31. CONFUSION
  • 32. COHERENCE
  • 33. little question 1 Are you remarkable?
  • 34. Coca Cola 2013 OPEN HAPPINESS
  • 35. Diesel, 2010 BE STUPID
  • 36. Joomla!
 Brandmark Joomla!
 Logotype Joomla!
 Tagline The Registered mark protects Joomla!
  • 37. COLDNESS
  • 38. December 2013 UPS. We [heart] logistics
  • 39. Barilla Italy’s No.1 PastaSeptember 2013 Barilla. The choice of Italy.
  • 40. COLDNESS
  • 41. CARE
  • 42. Our emotions change the way we think, 
 and serve as constant guides to appropriate behavior, steering us away from the bad, 
 guiding us toward the good. Donald A. Norman EMOTIONAL DESIGN
  • 43. little question 1 How does it make you feel?
  • 44. JUST DO IT. Self-achievement nike.com
  • 45. Tokyo. Launch of Mini iPad THINK DIFFERENT Desire to belong
  • 46. How does Joomla! make you feel? little question for you 1
  • 47. A brand is a living entity.
 The DNA of your company. How to kill a brand CHIARA ALIOTTA KEEP IT ALIVE!
  • 48. THANK YOU!