Branding unmasked.
U-MCenterforEntrepreneurship // February2010
Brandingunmasked // ScottHauman,Director,BrandStrategy,Daggerfin February2010
Brandingunmasked // ScottHauman,Director,BrandStrategy,Daggerfin February2010
Brandingunmasked // ScottHauman,Director,BrandStrategy,Daggerfin February2010
Brandingunmasked // ScottHauman,Director,BrandStrategy,Daggerfin February2010
Brandingunmasked // ScottHauman,Director,BrandStrategy,Daggerfin February2010
Brandingunmasked // ScottHauman,Director,BrandStrategy,Daggerfin February2010
Brandingunmasked // ScottHauman,Director,BrandStrategy,Daggerfin February2010
FACT: Your brand isn't what you
say it is—it...
Brandingunmasked // ScottHauman,Director,BrandStrategy,Daggerfin February2010
How do you get them to talk about
you? Radic...
Brandingunmasked // ScottHauman,Director,BrandStrategy,Daggerfin February2010
The Twin Hurdles:
1. Relentless Speed
2. Ext...
Brandingunmasked // ScottHauman,Director,BrandStrategy,Daggerfin February2010
Our brand is the only ______ that
______.
Fo...
Brandingunmasked // ScottHauman,Director,BrandStrategy,Daggerfin February2010
Radical differentiation fosters
innovation a...
Brandingunmasked // ScottHauman,Director,BrandStrategy,Daggerfin February2010
Through effective storytelling you
can build...
Brandingunmasked // ScottHauman,Director,BrandStrategy,Daggerfin February2010
MYTH: The marketer has two
choices: to say s...
Brandingunmasked // ScottHauman,Director,BrandStrategy,Daggerfin February2010
There really are six ways in which
a brand c...
Brandingunmasked // ScottHauman,Director,BrandStrategy,Daggerfin February2010
Iconography

A-ribute

Benefit
Space

Reason
...
Brandingunmasked // ScottHauman,Director,BrandStrategy,Daggerfin February2010
When everyone zigs, zag.
- Marty Neumeier
Brandingunmasked // ScottHauman,Director,BrandStrategy,Daggerfin February2010
Q and A
U-MCenterforEntrepreneurship // February2010
Scott Hauman
Director, Brand Strategy
Daggerfin
@twitter/scotthauman
linkedin....
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Branding unmasked

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Explores the essentials of brand building from the perspective of Scott Hauman, Director, Brand Strategy at Daggerfin.

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Branding unmasked

  1. 1. Branding unmasked. U-MCenterforEntrepreneurship // February2010
  2. 2. Brandingunmasked // ScottHauman,Director,BrandStrategy,Daggerfin February2010
  3. 3. Brandingunmasked // ScottHauman,Director,BrandStrategy,Daggerfin February2010
  4. 4. Brandingunmasked // ScottHauman,Director,BrandStrategy,Daggerfin February2010
  5. 5. Brandingunmasked // ScottHauman,Director,BrandStrategy,Daggerfin February2010
  6. 6. Brandingunmasked // ScottHauman,Director,BrandStrategy,Daggerfin February2010
  7. 7. Brandingunmasked // ScottHauman,Director,BrandStrategy,Daggerfin February2010
  8. 8. Brandingunmasked // ScottHauman,Director,BrandStrategy,Daggerfin February2010 FACT: Your brand isn't what you say it is—it's what they say it is.
  9. 9. Brandingunmasked // ScottHauman,Director,BrandStrategy,Daggerfin February2010 How do you get them to talk about you? Radical differentiation.
  10. 10. Brandingunmasked // ScottHauman,Director,BrandStrategy,Daggerfin February2010 The Twin Hurdles: 1. Relentless Speed 2. Extreme Clutter
  11. 11. Brandingunmasked // ScottHauman,Director,BrandStrategy,Daggerfin February2010 Our brand is the only ______ that ______. For example: Cirque du Soleil is the only circus that combines acrobatics with theatre
  12. 12. Brandingunmasked // ScottHauman,Director,BrandStrategy,Daggerfin February2010 Radical differentiation fosters innovation and design thinking.
  13. 13. Brandingunmasked // ScottHauman,Director,BrandStrategy,Daggerfin February2010 Through effective storytelling you can build a Charismatic Brand.
  14. 14. Brandingunmasked // ScottHauman,Director,BrandStrategy,Daggerfin February2010 MYTH: The marketer has two choices: to say something different from competitors or to say the same thing differently.
  15. 15. Brandingunmasked // ScottHauman,Director,BrandStrategy,Daggerfin February2010 There really are six ways in which a brand can be positioned.
  16. 16. Brandingunmasked // ScottHauman,Director,BrandStrategy,Daggerfin February2010 Iconography
 A-ribute
 Benefit
Space
 Reason
 Values
 Iconography: The images and symbolic representations associated with the brand. Attribute: The qualities or characteristics inherent in or ascribed to the brand. Benefit: The advantages or gains provided by the brand. Space: Territories where the brand intends a presence. Reason: The basis or motive for the brand. Values: The ideals, customs, institutions, etc., of a brand. 6The
  17. 17. Brandingunmasked // ScottHauman,Director,BrandStrategy,Daggerfin February2010 When everyone zigs, zag. - Marty Neumeier
  18. 18. Brandingunmasked // ScottHauman,Director,BrandStrategy,Daggerfin February2010 Q and A
  19. 19. U-MCenterforEntrepreneurship // February2010 Scott Hauman Director, Brand Strategy Daggerfin @twitter/scotthauman linkedin.com/in/shauman shauman@daggerfin.com Bio With more than 15 years of experience in both agency and client environments, Scott helps companies transform their brands to take advantage of what lies ahead through the seamless integration of strategy, design, media, marketing and research. His corporate and product branding experience includes category leaders such as AlixPartners, La-Z-Boy, Certified Angus Beef, NuStep, Terumo CVS, Urban Science, Federal-Mogul, Ben&Jerry’s, Chrysler Financial, Yale University and the University of Michigan.

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