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how brands become icons (intro)
 

how brands become icons (intro)

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To date, iconic brands have been built more on intuitions of ad agency creativities than by purposeful strategies. ...

To date, iconic brands have been built more on intuitions of ad agency creativities than by purposeful strategies.

This presentation, inspired on the book How Brands Become Icons by Daniel Holt, extracts the common principles behind these intuitions to build a new cultural branding model that dramatically revises core marketing principles including segmentation, targeting, positioning, brand equity, brand loyalty, cobranding, and communications.

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    how brands become icons (intro) how brands become icons (intro) Presentation Transcript

    • Brands HOWicons BECOME
    • Introduction 1The Principles of Cultural BrandingTo date, iconic brands have been built more on intuitions of ad agency creativities than bypurposeful strategies.This presentation, inspired on the book How Brands Become Icons by Daniel Holt, extracts thecommon principles behind these intuitions to build a new cultural branding model thatdramatically revises core marketing principles including segmentation, targeting, positioning,brand equity, brand loyalty, cobranding, and communications.Nerverthenless, the presentation explains counterintuitive insights such as:- how managers’ present-tense view of brands blinds them to lucrative cultural opportunities;- how cultural disruption provide opportunities for new brands and threats to existing brands;- why consistency can be deadly for a brand;- why following trends can never build an iconic brand;- how authenticity is created with communication;- why paying attention to the majority of the brand’s customers can destroy the brand’s value and;- why television advertising trumps Hollywood as a channel for delivering powerful myths.1 Hey! This is not a slide, this is a slidement as Garr Reynolds wrote on his book Presentation Zen
    • what is aniconic brand?
    • iconic brandsare brands that have becomecultural icons
    • + iconic brandsidentity value are brands that have become cultural icons -
    • + iconic brandsidentity value are brands that have become cultural icons Reebok, Pepsi, Saab, Coors, IBM, Dewars etc identity brands -
    • + cultural icons John Wayne, JFK, Jordan, Rambo, Elvis, Pelé, Steve Jobs, Jack Welch, Martha, Gandhi iconic brandsidentity value are brands that have become cultural icons Reebok, Pepsi, Saab, Coors, IBM, Dewars etc identity brands -
    • + cultural icons John Wayne, JFK, Jordan, Rambo, Elvis, Pelé, Steve Jobs, Jack Welch, Martha, Gandhi iconic brandsidentity value iconics brands are brands that have become cultural icons Reebok, Pepsi, Saab, Coors, IBM, Dewars etc identity brands -
    • Suchs as cultural icons, iconic brandshas got some axioms of cultural branding
    • Suchs as cultural icons, iconic brandshas got some axioms of cultural brandingIconic brands address acute contradictions in societyIconics brands perform identity myths that address these desires and anxietiesIdentity myths reside in the brand, which consumers experience and share via ritual actionThese identity myth are set in populist worldsIconic brands perform as activists, leading cultureIconic brands rely on breakthrough performances, rather than consistent communicationsIconis brands enjoy a cultural halo effect
    • how cultural brandingis different?
    • Branding is relatively a new science which hasbeen developing different types of models
    • Branding is relatively a new science which hasbeen developing different types of models1970MIND-SHAREbranding model
    • Branding is relatively a new science which hasbeen developing different types of models1970 1990MIND-SHARE EMOTIONALbranding model branding model
    • Branding is relatively a new science which hasbeen developing different types of models1970 1990 2000MIND-SHARE EMOTIONAL VIRALbranding model branding model branding model
    • Branding is relatively a new science which hasbeen developing different types of models1970 1990 2000 2010MIND-SHARE EMOTIONAL VIRAL CULTURALbranding model branding model branding model branding model
    • mind-sharebranding model
    • Main points about the mind-share model
    • Main points about the mind-share modelkeywordsDNA, brand essence,genetic code, USPbenefits, onio model
    • Main points about the mind-share modelkey brandwords definitionDNA, brand essence, a set of abstractgenetic code, USP associationsbenefits, onio model
    • Main points about the mind-share modelkey brand brandingwords definition defintionDNA, brand essence, a set of abstract owning associationsgenetic code, USP associationsbenefits, onio model
    • Main points about the mind-share modelkey brand branding required for awords definition defintion sucessful brandDNA, brand essence, a set of abstract owning associations consistent expressiongenetic code, USP associations of associationsbenefits, onio model
    • Main points about the mind-share modelkey brand branding required for awords definition defintion sucessful brandDNA, brand essence, a set of abstract owning associations consistent expressiongenetic code, USP associations of associationsbenefits, onio modelmost appropriateapplicationfunctional categories,low-involvementcategories,complicated products
    • Main points about the mind-share modelkey brand branding required for awords definition defintion sucessful brandDNA, brand essence, a set of abstract owning associations consistent expressiongenetic code, USP associations of associationsbenefits, onio modelmost appropriate company’sapplication rolefunctional categories, Steward: consistentlow-involvement expression of DNA incategories, all activities over timecomplicated products
    • Main points about the mind-share modelkey brand branding required for awords definition defintion sucessful brandDNA, brand essence, a set of abstract owning associations consistent expressiongenetic code, USP associations of associationsbenefits, onio modelmost appropriate company’s source ofapplication role customer valuefunctional categories, Steward: consistent simplifying decisionslow-involvement expression of DNA incategories, all activities over timecomplicated products
    • Main points about the mind-share modelkey brand branding required for awords definition defintion sucessful brandDNA, brand essence, a set of abstract owning associations consistent expressiongenetic code, USP associations of associationsbenefits, onio modelmost appropriate company’s source of consumer’sapplication role customer value rolefunctional categories, Steward: consistent simplifying decisions ensuring that benefitslow-involvement expression of DNA in become salientcategories, all activities over time through repetitioncomplicated products
    • emotionalbranding model
    • Main points about the emotional model
    • Main points about the emotional modelkeywordsbrand personality,experimentalbranding, brandrelegion,
    • Main points about the emotional modelkey brandwords definitionbrand personality, a relationship partnerexperimentalbranding, brandrelegion,
    • Main points about the emotional modelkey brand brandingwords definition defintionbrand personality, a relationship partner interacting with andexperimental building relatioshipsbranding, brand with customersrelegion,
    • Main points about the emotional modelkey brand branding required for awords definition defintion sucessful brandbrand personality, a relationship partner interacting with and deep interpersonalexperimental building relatioships connectionsbranding, brand with customersrelegion,
    • Main points about the emotional modelkey brand branding required for awords definition defintion sucessful brandbrand personality, a relationship partner interacting with and deep interpersonalexperimental building relatioships connectionsbranding, brand with customersrelegion,most appropriateapplicationservices, retailers,specialty goods
    • Main points about the emotional modelkey brand branding required for awords definition defintion sucessful brandbrand personality, a relationship partner interacting with and deep interpersonalexperimental building relatioships connectionsbranding, brand with customersrelegion,most appropriate company’sapplication roleservices, retailers, good friendspecialty goods
    • Main points about the emotional modelkey brand branding required for awords definition defintion sucessful brandbrand personality, a relationship partner interacting with and deep interpersonalexperimental building relatioships connectionsbranding, brand with customersrelegion,most appropriate company’s source ofapplication role customer valueservices, retailers, good friend relationship with thespecialty goods brand
    • Main points about the emotional modelkey brand branding required for awords definition defintion sucessful brandbrand personality, a relationship partner interacting with and deep interpersonalexperimental building relatioships connectionsbranding, brand with customersrelegion,most appropriate company’s source of consumer’sapplication role customer value roleservices, retailers, good friend relationship with the interaction with thespecialty goods brand brand and construction of personal relationships
    • viralbranding model
    • Main points about the viral model
    • Main points about the viral modelkeywordsstealth marketing,coolhunt, meme,grass roots, seeding,buzzing
    • Main points about the viral modelkey brandwords definitionstealth marketing, a communication unitcoolhunt, meme,grass roots, seeding,buzzing
    • Main points about the viral modelkey brand brandingwords definition defintionstealth marketing, a communication unit spreading viruses viacoolhunt, meme, lead customersgrass roots, seeding,buzzing
    • Main points about the viral modelkey brand branding required for awords definition defintion sucessful brandstealth marketing, a communication unit spreading viruses via broad circulation ofcoolhunt, meme, lead customers the virusgrass roots, seeding,buzzing
    • Main points about the viral modelkey brand branding required for awords definition defintion sucessful brandstealth marketing, a communication unit spreading viruses via broad circulation ofcoolhunt, meme, lead customers the virusgrass roots, seeding,buzzingmost appropriateapplicationnew fashion, newtechnology
    • Main points about the viral modelkey brand branding required for awords definition defintion sucessful brandstealth marketing, a communication unit spreading viruses via broad circulation ofcoolhunt, meme, lead customers the virusgrass roots, seeding,buzzingmost appropriate company’sapplication rolenew fashion, new hidden puppet-technology master: motivate the high consumers to advocate for the brand
    • Main points about the viral modelkey brand branding required for awords definition defintion sucessful brandstealth marketing, a communication unit spreading viruses via broad circulation ofcoolhunt, meme, lead customers the virusgrass roots, seeding,buzzingmost appropriate company’s source ofapplication role customer valuenew fashion, new hidden puppet- being cool,technology master: motivate the fashionable high consumers to advocate for the brand
    • Main points about the viral modelkey brand branding required for awords definition defintion sucessful brandstealth marketing, a communication unit spreading viruses via broad circulation ofcoolhunt, meme, lead customers the virusgrass roots, seeding,buzzingmost appropriate company’s source of consumer’sapplication role customer value rolenew fashion, new hidden puppet- being cool, “discovering” thetechnology master: motivate the fashionable brand as their won, high consumers to DIY, and word-of- advocate for the mouth brand
    • culturalbranding model
    • Main points about the cultural model
    • Main points about the cultural modelkeywordscultural icons, iconicbrands
    • Main points about the cultural modelkey brandwords definitioncultural icons, iconic performer of, andbrands container for, an identity myth
    • Main points about the cultural modelkey brand brandingwords definition defintioncultural icons, iconic performer of, and performing mythsbrands container for, an identity myth
    • Main points about the cultural modelkey brand branding required for awords definition defintion sucessful brandcultural icons, iconic performer of, and performing myths performing a mythbrands container for, an that adresses an identity myth acute contradiction in society
    • Main points about the cultural modelkey brand branding required for awords definition defintion sucessful brandcultural icons, iconic performer of, and performing myths performing a mythbrands container for, an that adresses an identity myth acute contradiction in societymost appropriateapplicationidentity categories
    • Main points about the cultural modelkey brand branding required for awords definition defintion sucessful brandcultural icons, iconic performer of, and performing myths performing a mythbrands container for, an that adresses an identity myth acute contradiction in societymost appropriate company’sapplication roleidentity categories author
    • Main points about the cultural modelkey brand branding required for awords definition defintion sucessful brandcultural icons, iconic performer of, and performing myths performing a mythbrands container for, an that adresses an identity myth acute contradiction in societymost appropriate company’s source ofapplication role customer valueidentity categories author buttressing identity
    • Main points about the cultural modelkey brand branding required for awords definition defintion sucessful brandcultural icons, iconic performer of, and performing myths performing a mythbrands container for, an that adresses an identity myth acute contradiction in societymost appropriate company’s source of consumer’sapplication role customer value roleidentity categories author buttressing identity personalizing the brand’s myth to fit individual biography
    • Summerizing: the main differences among the models brand branding required for most customer key words definition definition sucess appropriate value DNA, brand consistent functional and a set of abstract owning simpliflyingMIND-SHARE essence, associations associations expression of low investiment desicions genetic code associations categories interacting and brand religion, deep services, a relationship building relationshipEMOTIONAL personality, interpersonal retailers, partner relationship with the brand experience connection specialty goods with customers coolhunt, a spreading broad new fashion, being cool,VIRAL meme, buzz, communication viruses via lead circulation of new technology fashionable seeding unit customers the virus performing a cultural icons, performer of an performing myth that identity buttressignCULTURAL iconic brands identity myth myths adresses categories identity contradictions
    • Building the path to cultural brandingTo build iconic brands, it is necessary to leave behind the old branding modelsIt is critical to migrate...from abstract associations to cultural expressionsfrom consistencies to historical fit andfrom persuasion to mythmaking
    • and the main steps are
    • and the main steps are ONEtargetting myth markets
    • and the main steps are ONE TWOtargetting composing myth cultural markets briefing
    • and the main steps are ONE TWO THREEtargetting composing leveraging myth cultural cultural and markets briefing political authority
    • and the main steps are ONE TWO THREE FOURtargetting composing leveraging managing myth cultural cultural and brand loyalty markets briefing political as a social authority networking
    • and the main steps are ONE TWO THREE FOUR FIVEtargetting composing leveraging managing coauthoring myth cultural cultural and brand loyalty the myth markets briefing political as a social authority networking
    • and the main steps are ONE TWO THREE FOUR FIVE SIXtargetting composing leveraging managing coauthoring advancing myth cultural cultural and brand loyalty the myth the myth markets briefing political as a social authority networking
    • and the main steps are ONE TWO THREE FOUR FIVE SIX SEVENtargetting composing leveraging managing coauthoring advancing branding myth cultural cultural and brand loyalty the myth the myth as cultural markets briefing political as a social activism authority networking
    • coming soonall the seven steps tobecome an iconic brand