The Difference Between Good & Great Branding
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The Difference Between Good & Great Branding

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A framework for evaluating good versus great creative for brands.

A framework for evaluating good versus great creative for brands.

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The Difference Between Good & Great Branding Presentation Transcript

  • 1. THE DIFFERENCE BETWEEN GOOD & GREAT BRANDING 12.19.13
  • 2. IS THIS GOOD OR GREAT? 2
  • 3. IT USED TO BE EASY TO TELL 3 AD FROM CONTENT
  • 4. THE MARKETER CHALLENGE: HOW TO DISCERN WHAT’S GOOD VS. WHAT’S JUST NOVELTY 4
  • 5. ESPECIALLY SINCE: THERE ARE SO MANY NEW FORMS AND FADS 5
  • 6. IS THIS GOOD? GREAT? NOVELTY? WHAT’S THE DIFFERENCE? 6
  • 7. LOT’S OF BRANDS JUMPED ON “REALTIME” 7
  • 8. REALTIME ≠ GREAT 8
  • 9. BUT A LOT OF MARKETERS GOT FATIGUED AND CYNICAL 9
  • 10. 10
  • 11. THE RISK: YOU CAN MISS SOMETHING IMPORTANT 11
  • 12. HAMBURG 1961 HACK COVER BAND? NOVELTY? 12
  • 13. HAMBURG 1961 OR THE FUTURE OF MUSIC? 13
  • 14. WE NEED A QUALITY FILTER: MARKETERS SHOULD HAVE A WORKING FRAMEWORK FOR WHAT SEPARATES “GREAT” FROM “COOL” 14
  • 15. MILLIONS THOUGHT THIS WAS GREAT AND COOL 15
  • 16. WHY IS THIS GOOD? BRAND BRAND BUILDING CREATIVE • PURPOSE LEAD • ASPIRATIONAL STATEMENT • CLEAR POV • DESIGNED FOR SHARING • VOICE • PARTICIPATORY • ACTIONS, NOT ADS • REMARKABLE EXECUTION • TIE TO PRODUCT 16
  • 17. PURPOSE LEAD 17
  • 18. POINT OF VIEW 18
  • 19. DISTINCTIVE VOICE 19
  • 20. PURPOSEFUL ACTIONS 20
  • 21. RESULTS? 21
  • 22. BACKLASH! 22
  • 23. IT’S GOOD (MAYBE GREAT) 23
  • 24. BUT WHY DID IT WORK? BUILT-IN AUDIENCE LITERALLY BOUGHT INTO THE IDEA 24
  • 25. BUT WHY DID IT WORK? SMART OUTREACH SHARED PURPOSE ADVOCACY 25
  • 26. BUT WHY DID IT WORK? THOUGHT LEADERSHIP AWARENESS OF PROBLEM 26
  • 27. BUT WHY DID IT WORK? GREAT TIMING • TIPPING POINT? • OR, HOLIDAY PROMOTIONAL PUSH? 27
  • 28. ALGORITHM ( 28 ( READY COMMUNITY X PURPOSE & MISSION X REMARKABLE CONTENT ) PAID PROMOTION ) Luck
  • 29. CHECKLIST FOR GOOD/GREAT BRAND BRAND BUILDING CREATIVE • PURPOSE LEAD • ASPIRATIONAL STATEMENT • CLEAR POV • DESIGNED FOR SHARING • VOICE • PARTICIPATORY • ACTIONS, NOT ADS • REMARKABLE EXECUTION • TIE TO PRODUCT 29
  • 30. LESSONS FOR BRAND BUILDERS • BUILD PURPOSE INTO YOUR BRAND BUY INTO THE BRAND > BUYING THE BRAND • BUILD AN ACTIVE COMMUNITY CONNECT AROUND SHARED INTERESTS BEYOND PRODUCT FEATURES • MARKET WITH AND FOR YOUR COMMUNITY CREATE OPPORTUNITIES TO ACT TOGETHER TOWARDS YOUR PURPOSE • ACTIONS > ADS BROADCAST WHAT YOU AND THE COMMUNITY ARE DOING 30
  • 31. ABOUT THE AUTHOR JIM CUENE VP, MARKETING STRATEGY A thought leader among modern marketers, Jim has been working on the internet longer than you have and has the stories and swag to prove it. A man of diverse passions and interests, Jim could open a restaurant, create its world-class brand, draft the business plan, cook the food, brew the beer, and perform the music opening night. 31
  • 32. THANK YOU. 32
  • 33. WE GROW BUSINESSES Dream big. Implement Small. Invent now. Bet the garden, not the farm.