A brand is not a logo Drew McLellan
Housekeeping Link to all slides, resources etc. http://www.drewsmarketingminute.com/bartl.html Send your e-mail address: d...
 
So what are we going to talk about today? Isn’t.  Is.  Who cares.  How.
Nope, not this
Not this either.
How about these? <ul><li>Logo like Nike swoosh </li></ul><ul><li>Color like IBM blue </li></ul><ul><li>Tagline like Timex ...
What a brand is…sort of <ul><li>Logo like Disney’s signature </li></ul><ul><li>Color like Mickey’s shorts </li></ul><ul><l...
<ul><li>Your brand is shorthand.  </li></ul><ul><li>People observe both what you say AND what you consistently do. </li></...
Emotions and needs are where it all begins
It’s not what you say it is…
… it’s what they say it is.
That’s why it’s so scary.
Scary thought 2
Can’t have one emotion without its opposite
Nature abhors a vacuum.
We might as well try to steer it.
Steer…not twist
 
Too many choices
Too much the same
 
That’s why we didn’t buy generic
That’s why this matters <ul><li>Logo like Disney’s signature </li></ul><ul><li>Color like Mickey’s shorts </li></ul><ul><l...
Once you lose it, you have to work twice as hard to re-earn it.
 
We can’t get them to listen.  We can’t get their attention. We can’t get them to care.
Be careful what you promise <ul><li>It's our Biggest Sale of the Season! Younkers Days begins Thursday, October 7! </li></...
Actions speak louder than words <ul><li>Does this say “never pay full price” to you? </li></ul>
Logo Colors Visuals Tagline Promise Shared vision Shared purpose Efficient Effective Employee retention and commitment Mem...
Where are they tying their rope?
Logo Colors Visuals Tagline Promise Shared vision Shared purpose Efficient Effective Employee retention and commitment Mem...
Great…now HOW do we do it?
Be different.
 
What’s your passion?
Hierarchy of Needs  What’s your core purpose.  Never going to change or  be compromised.
What’s the vision?
Who loves you?
Who is the enemy?
How do you explain yourself? Then, spin it.
Nike helps you find your inner athlete. Just do it. Vegas is where people go to do things they wouldn’t do at home. What h...
3 key messages. No more.
Who matters? How do they engage with you? What are the touch points?
Psst, tell me.
Patience.  Patience.
Sooner or later the rubber is going to meet the road.
Listen.  More.
&quot;A brand is a living entity - and it is enriched or undermined cumulatively over time, the product of a thousand smal...
 
Copyright 2008.  McLellan Marketing Group.  All Rights Reserved
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Your logo is not your brand

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Transcript of "Your logo is not your brand"

  1. 1. A brand is not a logo Drew McLellan
  2. 2. Housekeeping Link to all slides, resources etc. http://www.drewsmarketingminute.com/bartl.html Send your e-mail address: drew@mclellanmarketing.com Feel free to interrupt, ask questions or cheer aloud Feel free to share this with your co-workers. Just keep the copyright stuff in place. Copyright 2008. McLellan Marketing Group. All Rights Reserved
  3. 4. So what are we going to talk about today? Isn’t. Is. Who cares. How.
  4. 5. Nope, not this
  5. 6. Not this either.
  6. 7. How about these? <ul><li>Logo like Nike swoosh </li></ul><ul><li>Color like IBM blue </li></ul><ul><li>Tagline like Timex takes a licking… </li></ul><ul><li>Character like Ronald McDonald </li></ul><ul><li>Employee uniforms like UPS drivers </li></ul><ul><li>The iPhone’s look and feel (packaging) </li></ul><ul><li>How Disney treats their guests </li></ul><ul><li>What people think/know about Harley Davidson </li></ul><ul><li>What Apple is in relation to Dell </li></ul>
  7. 8. What a brand is…sort of <ul><li>Logo like Disney’s signature </li></ul><ul><li>Color like Mickey’s shorts </li></ul><ul><li>Tagline like Where magic lives </li></ul><ul><li>Character like Mickey Mouse </li></ul><ul><li>Employee “costumes” -Pirates of Caribbean </li></ul><ul><li>Mickey head shaped everything </li></ul><ul><li>How Disney cast members treat guests </li></ul><ul><li>What consumers already know/think they know about Disney </li></ul><ul><li>Their plot of land in the marketplace </li></ul>
  8. 9. <ul><li>Your brand is shorthand. </li></ul><ul><li>People observe both what you say AND what you consistently do. </li></ul><ul><li>It’s their GUT reaction </li></ul><ul><li>to you. </li></ul>
  9. 10. Emotions and needs are where it all begins
  10. 11. It’s not what you say it is…
  11. 12. … it’s what they say it is.
  12. 13. That’s why it’s so scary.
  13. 14. Scary thought 2
  14. 15. Can’t have one emotion without its opposite
  15. 16. Nature abhors a vacuum.
  16. 17. We might as well try to steer it.
  17. 18. Steer…not twist
  18. 20. Too many choices
  19. 21. Too much the same
  20. 23. That’s why we didn’t buy generic
  21. 24. That’s why this matters <ul><li>Logo like Disney’s signature </li></ul><ul><li>Color like Mickey’s shorts </li></ul><ul><li>Tagline like Where magic lives </li></ul><ul><li>Character like Mickey Mouse </li></ul><ul><li>Employee “costumes” -Pirates of Caribbean </li></ul><ul><li>Mickey head shaped everything </li></ul><ul><li>How Disney cast members treat guests </li></ul><ul><li>What consumers already know/think they know about Disney </li></ul><ul><li>Their plot of land in the marketplace </li></ul>
  22. 25. Once you lose it, you have to work twice as hard to re-earn it.
  23. 27. We can’t get them to listen. We can’t get their attention. We can’t get them to care.
  24. 28. Be careful what you promise <ul><li>It's our Biggest Sale of the Season! Younkers Days begins Thursday, October 7! </li></ul><ul><li>*3-Day Bonus Buys! Deals so great, we can only offer them for a limited time! </li></ul><ul><li>Our Promise: We will not knowingly be undersold! </li></ul><ul><li>If you find a lower price on identical, in-stock merchandise anywhere in town - bring in the ad and we'll match the price. </li></ul>
  25. 29. Actions speak louder than words <ul><li>Does this say “never pay full price” to you? </li></ul>
  26. 30. Logo Colors Visuals Tagline Promise Shared vision Shared purpose Efficient Effective Employee retention and commitment Member involvement
  27. 31. Where are they tying their rope?
  28. 32. Logo Colors Visuals Tagline Promise Shared vision Shared purpose Efficient Effective Employee retention and commitment Member involvement
  29. 33. Great…now HOW do we do it?
  30. 34. Be different.
  31. 36. What’s your passion?
  32. 37. Hierarchy of Needs What’s your core purpose. Never going to change or be compromised.
  33. 38. What’s the vision?
  34. 39. Who loves you?
  35. 40. Who is the enemy?
  36. 41. How do you explain yourself? Then, spin it.
  37. 42. Nike helps you find your inner athlete. Just do it. Vegas is where people go to do things they wouldn’t do at home. What happens in Vegas, stays in Vegas. Every child in Iowa has a right to a quality public education. Great education. It’s an Iowa Basic.
  38. 43. 3 key messages. No more.
  39. 44. Who matters? How do they engage with you? What are the touch points?
  40. 45. Psst, tell me.
  41. 46. Patience. Patience.
  42. 47. Sooner or later the rubber is going to meet the road.
  43. 48. Listen. More.
  44. 49. &quot;A brand is a living entity - and it is enriched or undermined cumulatively over time, the product of a thousand small gestures&quot; Michael Eisner, CEO Disney
  45. 51. Copyright 2008. McLellan Marketing Group. All Rights Reserved

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