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Little	
  Black	
  Sheep	
  
BRAND	
  PLAYBOOK	
  
Look	
  at	
  me.	
  I’m	
  not	
  from	
  around	
  here.	
  	
  
I	
  left	
  the	
  herd	
  behind	
  in	
  search	
  o...
too	
  much	
  
blah	
  blah?	
  
Here	
  is	
  a	
  shorter	
  version	
  
Little	
  Black	
  Sheep	
  
we	
  love	
  to	
  stand	
  out.	
  
because	
  we’re…	
  
DIFFERENT.	
  
CURIOUS.	
  
OUTSPOKEN.	
  
DIFFERENT.	
  by	
  nature.	
  
	
  
CURIOUS.	
  by	
  habit.	
  
OUTSPOKEN.	
  by	
  choice.	
  
	
  
guiding	
  principl...
CURIOUS.	
   OUTSPOKEN.	
  	
  
from	
  principles	
  to	
  posts.	
  
by	
  habit.	
  
	
  
by	
  nature.	
   by	
  choic...
Brand	
  Proposition	
  
An	
  independent	
  blog	
  with	
  a	
  different	
  attitude,	
  that	
  has	
  
storytelling	...
HOW	
  DO	
  WE	
  STAND	
  OUT?	
  
Blog	
  Insights	
  
§  A	
  very	
  cluttered	
  market;	
  everyone	
  has	
  a	
  blog.	
  
§  Picture-­‐led	
  blogs...
We	
  Heart	
  
PRESENTATION	
  QUALITY	
  
CONTENT	
  QUALITY	
  
Little	
  
Black	
  
Sheep	
  Londonist	
  
Petite	
  
...
let’s	
  brainstorm.	
  
?	
  
WHAT	
  WE	
  CAN	
  DO	
  TO	
  STAND	
  OUT?	
  	
  
WHAT	
  ARE	
  OUR	
  BLOG	
  USP’S?...
Our	
  Features	
  
Outstanding	
  
Copy	
  
Razor-­‐sharp	
  
Photo’s	
  
Crystal	
  clear	
  	
  
Design	
  
Borough	
  ...
“LET’S	
  START	
  A	
  MOVEMENT”	
  
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Little Black Sheep - Brand Playbook

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Transcript of "Little Black Sheep - Brand Playbook"

  1. 1. Little  Black  Sheep  
  2. 2. BRAND  PLAYBOOK  
  3. 3. Look  at  me.  I’m  not  from  around  here.     I  left  the  herd  behind  in  search  of  greener  pastures.     There  was  too  much  white  around  me,  all  doing  the  same  thing.     I  couldn’t  see  anything  new  so  I  broke  out.     I’m  independent  now,  anonymous  and  see  things  differently.     I  don’t  like  ‘woolly’  talk  nor  ‘blah  blah’.  I  prefer  ‘bah’.     As  you  know,  I’m  used  to  a  black  and  white  world.     So  I’m  straightforward,  direct  and  honest.     Follow  me  if  you’re  like  me  or  even  if  you  like  me.     Together  we’ll  explore  the  unknown.  Leave  the  herd.     Become  a  little  black  sheep.   Our  Manifestory.  
  4. 4. too  much   blah  blah?   Here  is  a  shorter  version  
  5. 5. Little  Black  Sheep   we  love  to  stand  out.   because  we’re…  
  6. 6. DIFFERENT.  
  7. 7. CURIOUS.  
  8. 8. OUTSPOKEN.  
  9. 9. DIFFERENT.  by  nature.     CURIOUS.  by  habit.   OUTSPOKEN.  by  choice.     guiding  principles.  
  10. 10. CURIOUS.   OUTSPOKEN.     from  principles  to  posts.   by  habit.     by  nature.   by  choice.     DIFFERENT.   We  left  the  herd  behind  us.   We  like  to  explore  and     break  out  of  the  usual.     We  like  new  stuff.     Greener  pastures.     We’re  used  to  that.     We’re  not  British.     We’re  from  somewhere  else.     So  we  have  another  view     of/on  things.     That  makes  us  different.   Naturally.       Our  world  is  black  or  white.     Not  grey.     We  don’t  like  ‘woolly’  talk.   We’re  direct  and  honest.     We  choose  to  say  what  we   think.           We  like  to  explore.  This  means   that  we  do  not  only  want  to  be   the  Sirst,  but  we  want  to  know   the  story  behind  something.     Our  approach  is  to  stand  out   from  others.  We  strive  to  be   unique  as  to  which  places  to   review,  what  we  shoot  and     how  we  present  ourselves.     There  is  a  lot  of  blah  blah   around  us.  We  take  a  stance     and  we’ll  be  frank  about  it.     Our  writing  is  direct  and  cuts   through  the  clutter.     Why?   Ok.   So?  
  11. 11. Brand  Proposition   An  independent  blog  with  a  different  attitude,  that  has   storytelling  at  it’s  core.  We’re  a  movement,  that  keeps     on  moving  so  we  encourage  others  to  follow  us,     But  more  importantly,  engage  with  us.       We  little  black  sheep  are  a  mix  of  travellers,  developers,   journalists,  photographers  and  admen  able  to  deliver     quality  stories,  high-­‐end  visuals  and  a  very  ‘Sindable’  blog.     Remember,  we  stand  out.  Leave  the  herd.  Join  us.         KING  OF  BLOGS?  
  12. 12. HOW  DO  WE  STAND  OUT?  
  13. 13. Blog  Insights   §  A  very  cluttered  market;  everyone  has  a  blog.   §  Picture-­‐led  blogs  are  in  abundance;  there  is  a  shortage  of   copy-­‐led  blogs.   §  Blog  front-­‐pages  are  either  dull  or  overcrowded,  few  offer   structure,  let  alone  tell  a  story.   §  Basic  user  needs  are  “I  need  to  Sind  a  place  now”  and                “what’s  out  there?”   §  Few  blogs  actually  engage  with  their  readers  and  let  them                take  part  in  discovering  their  city  
  14. 14. We  Heart   PRESENTATION  QUALITY   CONTENT  QUALITY   Little   Black   Sheep  Londonist   Petite   Passport   Our  Little   Black  Book   blog  landscape.  brand  positioning.     Barchick   design   magazine   guide   blog   website  
  15. 15. let’s  brainstorm.   ?   WHAT  WE  CAN  DO  TO  STAND  OUT?     WHAT  ARE  OUR  BLOG  USP’S?  
  16. 16. Our  Features   Outstanding   Copy   Razor-­‐sharp   Photo’s   Crystal  clear     Design   Borough     Map   LBS     Favourites   Social     Presence   Featured   Categories   “not  following     the  herd”  Award   “Sheeper’s     Pet”  Award   Email   Subscription   TIMELINE   Social     Buttons   Advertising   Possibilities  
  17. 17. “LET’S  START  A  MOVEMENT”  
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