Tricycle   Branding 101
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Tricycle Branding 101

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    Tricycle   Branding 101 Tricycle Branding 101 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]