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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.

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

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  • 1. Branding unmasked. U-MCenterforEntrepreneurship // February2010
  • 2. Brandingunmasked // ScottHauman,Director,BrandStrategy,Daggerfin February2010
  • 3. Brandingunmasked // ScottHauman,Director,BrandStrategy,Daggerfin February2010
  • 4. Brandingunmasked // ScottHauman,Director,BrandStrategy,Daggerfin February2010
  • 5. Brandingunmasked // ScottHauman,Director,BrandStrategy,Daggerfin February2010
  • 6. Brandingunmasked // ScottHauman,Director,BrandStrategy,Daggerfin February2010
  • 7. Brandingunmasked // ScottHauman,Director,BrandStrategy,Daggerfin February2010
  • 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. Brandingunmasked // ScottHauman,Director,BrandStrategy,Daggerfin February2010 How do you get them to talk about you? Radical differentiation.
  • 10. Brandingunmasked // ScottHauman,Director,BrandStrategy,Daggerfin February2010 The Twin Hurdles: 1. Relentless Speed 2. Extreme Clutter
  • 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. Brandingunmasked // ScottHauman,Director,BrandStrategy,Daggerfin February2010 Radical differentiation fosters innovation and design thinking.
  • 13. Brandingunmasked // ScottHauman,Director,BrandStrategy,Daggerfin February2010 Through effective storytelling you can build a Charismatic Brand.
  • 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. Brandingunmasked // ScottHauman,Director,BrandStrategy,Daggerfin February2010 There really are six ways in which a brand can be positioned.
  • 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. Brandingunmasked // ScottHauman,Director,BrandStrategy,Daggerfin February2010 When everyone zigs, zag. - Marty Neumeier
  • 18. Brandingunmasked // ScottHauman,Director,BrandStrategy,Daggerfin February2010 Q and A
  • 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.