1st Question of Branding - a Beg to DIFFER Boot Camp preview

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1st Question of Branding - a Beg to DIFFER Boot Camp preview

  1. 1. The 1st big question of branding Where your customers begin – and why it matters. ? A preview from the Beg to DIFFER Brand Strategy Boot Camp. Brought to you by Brandvelope Consulting – names; taglines; brand strategy.
  2. 2. Imagine you are a marketing agency… <ul><li>A client offers you a million dollar contract to launch a new product to the public. </li></ul><ul><li>Without telling you anything else about the product, the client shows you this picture and says: </li></ul><ul><li>“ Okay, here it is. Any questions?” </li></ul>
  3. 3. What’s your first question? <ul><li>If you’re like 98% of people on earth who have never encountered one of these (that is, your customers), take a moment to think about what your brain is doing right now. </li></ul><ul><li>Your mind is struggling to answer the same first question your customers ask about anything new: </li></ul>“ What is it?” The 1st big question of branding:
  4. 4. The “What” imperative <ul><li>Ivan Pavlov called it the “orienting response” to a new stimulus. Until people can answer basic “What” questions, their brains are essentially frozen. </li></ul>What type of thing is it? What does it do ? What is it called ? “ What is it?”
  5. 5. Why it matters to marketers <ul><li>Until your customer can answer the basic “What”: </li></ul><ul><li>they can’t start building a brand in their minds, while </li></ul><ul><li>you can’t even begin to have a marketing conversation. </li></ul>
  6. 6. Even Coca-Cola had to spell it out once…
  7. 7. If you don’t answer the “What”… <ul><li>They will start to fill in the blanks for themselves: </li></ul>A pillow? A chair? A glove? A chamois? A race car? Here’s where you step in to help.
  8. 8. So what is that thing? <ul><li>To find out, visit www.begtodiffer.com/mysterybrand </li></ul>

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