[This Talk] • WTF is
a BRAND?!? • Be Different, Take Risk!!! • Stand 4 SOMEthing. (or u stand 4 NOthing.) • Tap Into Humanity: Fear, SEX, Power, etc. • Be a Hero, or a Villain. (just don’t fucking BORE me.) • Pictures, Text, Music: they all say 1000 words. • When It Works, Double Down. • Be Yourself… Only More So ! KISS: Keep It Simple, Stupid.
Dave McClure Founding Partner &
Chief Troublemaker, 500 Startups 00’s & 10’s: VC: Founders Fund, Facebook fbFund, 500 Startups Angel: Mashery, Mint.com, SlideShare, Twilio, Wildfire, SendGrid Marketing: PayPal, Simply Hired, Mint.com, O’Reilly ! ! 80’s & 90’s: Entrepreneur: Aslan Computing (acq’d by Servinet/Panurgy) Developer: Windows / SQL DB consultant (Intel, MSFT) Engineer: Johns Hopkins‘88, BS Eng / Applied Math
500 Startups Global Seed Fund
& Startup Accelerator What is 500? $100M silicon valley VC fund + startup accelerator 30+ people / 10 investing partners Locations: SV, NYC, MEX, BRZ, IND, CHN, SE Asia 1500+ Founders / 200+ Mentors Community + Content + Conferences ! 800+ Portfolio Co’s / 40+ Countries Wildfire (acq GOOG, $350M) MakerBot (acq SSYS, $400M) Viki (acq Rakuten, $200M) Simple (acq BBVA, $117M) Twilio SendGrid Credit Karma Udemy Barkbox HomeJoy Builk Taamkru Playbasis Eko Noonswoon
DO! Marketing & BRANDing (it’s
not Evil… most of the time ;) • Tell a Story, Build a Storytelling Culture • Identify by a Color, Animal, Number, Word, or other SINGULAR element • Create Unique Position in Mind of the Market, relative to [Visible] Competition • Embrace & Adopt Negative or Shameful Positioning when Necessary • Know When to Get Back to Product
What is BRAND? • Brand
(def): a name, term, design, symbol that identifies one seller's good or service as distinct from those of other sellers. • Branding began as way to tell one person's cattle from another by a hot iron stamp. • Branding is usually full of PAIN.
Be Different. • Take Risk
Early. U Have Nothing 2 Lose. • Playing it Safe = Death. • Pissing People Off is OK. (in fact, #WINNING) • U Can’t Build Brand around INDIFFERENCE. • “Niche 2 WIN” (see blog post) • Love *or* Hate are Ok. Both are Good Signal.
When It Works, Double Down.
• If someone loves u, it’s working. • If someone hates u, it’s working. • Once u get signal, try iteration, repetition. • Once u get repetition, try variation. • Good artists COPY; great artists STEAL (from themSELVES!)
Always Be Your [SUPER] Self
• Start from the Heart. • Be Yourself. Be Authentic. Be Comfortable. • But: the MOST AWESOME, PASSIONATE u. • Find a feeling or emotion u can sustain • [sometimes even weakness can be ok]