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INTRODUCTION TO:
THE LEAN BRAND
@JeremiahGardner
#TheLeanBrand
BRAND?
WHAT IS A
A BRAND IS A
RELATIONSHIP
BETWEEN AN ORGANIZATION
AND AN AUDIENCE
WHAT WORKED FOR ISN’T WORKING FOR
WHAT WORKED FOR ISN’T WORKING FOR
WHAT WORKED FOR ISN’T WORKING FOR
SOMETHING IS BROKEN…
THE MY TH OF THE BRAND GENIUS
FACTORY–THINK BRAND PROCESS
A + B + C = “THE BRAND”
BRAND PROMISE + LOGO + ESSENCE… = “THE BRAND”
EXECUTION
A PROCESS
BRAND GENIUS
CONVENTIONAL
BRAND
THROUGH
MANAGED BY
VALUEVALUE
TODAY, GREAT BRAND DEVELOPMENT ISN’T ABOUT
GENIUS…IT’S ABOUT THE DISCOVERY OF
BRAND, MEET LEAN
INNOVATION
EXPERIMENTATION
VALIDATED LEARNING
LEAN
BRAND THROUGH
MANAGED BY
ASSUMPTIONS
MINIMUM VIABLE BRAND
PRODUCT-MARKET-BRAND FIT
GROWTH ENGINE
DESIGN THINKING
B-M-L EXPERIMENTATION PRESERVE OR ...
ASSUMPTIONS
SUSTAINING DISRUPTIVE
BRANDING LEADS THE WAY
EXISTING MARKET
PROBLEM WELL UNDERSTOOD
INNOVATION IMPROVES DIFFERENTIATION
I...
We believe [this set of people]
will [care / be passionate about us]
for / because [this reason].
MOTIONAL–VALUE
HYPOTHESIS
MVBMINIMUM VIABLE BRAND
STORY INVITATIONARTIFACT
WHO ARE YOU?
WHY DO YOU EXIST?
WHY SHOULD I CARE?
WHAT IS YOUR RALLYING POINT?
PROJECT YOUR STORY...
INTERACTION
ENGAGEMENT
PARTICIPATION
MOTIONAL–VALUE
METRICS
DO THEY JOIN THE FIGHT?
DO THEY TALK BACK?
DO THEY PAY ATTENTI...
PRODUCT–MARKET–BRAND FIT
PMBF
ONEPASSIONATE ADVOCATE?CAN WE WIN
TEN
MARKET
AND TURN IT INTO PASSIONATE ADVOCATES?
TO FIND A
OF PASSIONATE
CUSTOMERS?
P-M-B-F
PRODUCT BRAND
MARKET
1
2 3
KEY:
1. PRODUCT–BRAND FIT
2. PRODUCT–MARKET FIT
3. BRAND–MARKET FIT
PRODUCT–MARKET–BRAN...
GROWTH ENGINE
GROW
AUDIENCE
REACH
CULTURE
PROTECT THE CORE
ADJACENT MARKETS
FOCUS, FOCUS, FOCUS
AUTOMATION
BE TOP OF MIND
HAVE PHYSICAL ...
BRAND INNOVATION
THAT’S REAL
LEANBRANDBOOK.COM
@JeremiahGardner
#TheLeanBrand
@BrantCooper
@FakeGrimlock
by:
with:
illustrations:
Intro to The Lean Brand
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Intro to The Lean Brand

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Introduction to The Lean Brand V1. Presentation by Jeremiah Gardner at SXSW 2014.
(illustrations by @FAKEGRIMLOCK)

About the book:
The Lean Brand is the first book to apply lean principles to brand development to help startups and innovative enterprises form validated, sustainable, and passionate relationships with their customers based on experimentation, validated learning, and iteration rather than subjective opinion in this new era of value-creation.

Become an early adopter: http://leanbrandbook.com.

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Transcript of "Intro to The Lean Brand"

  1. 1. INTRODUCTION TO: THE LEAN BRAND
  2. 2. @JeremiahGardner #TheLeanBrand
  3. 3. BRAND? WHAT IS A
  4. 4. A BRAND IS A RELATIONSHIP BETWEEN AN ORGANIZATION AND AN AUDIENCE
  5. 5. WHAT WORKED FOR ISN’T WORKING FOR WHAT WORKED FOR ISN’T WORKING FOR WHAT WORKED FOR ISN’T WORKING FOR SOMETHING IS BROKEN…
  6. 6. THE MY TH OF THE BRAND GENIUS
  7. 7. FACTORY–THINK BRAND PROCESS A + B + C = “THE BRAND” BRAND PROMISE + LOGO + ESSENCE… = “THE BRAND”
  8. 8. EXECUTION A PROCESS BRAND GENIUS CONVENTIONAL BRAND THROUGH MANAGED BY
  9. 9. VALUEVALUE TODAY, GREAT BRAND DEVELOPMENT ISN’T ABOUT GENIUS…IT’S ABOUT THE DISCOVERY OF
  10. 10. BRAND, MEET LEAN
  11. 11. INNOVATION EXPERIMENTATION VALIDATED LEARNING LEAN BRAND THROUGH MANAGED BY
  12. 12. ASSUMPTIONS MINIMUM VIABLE BRAND PRODUCT-MARKET-BRAND FIT GROWTH ENGINE DESIGN THINKING B-M-L EXPERIMENTATION PRESERVE OR ITERATE? PREP FOR SCALE E-V HYPOTHESIS VALIDATE PLATFORM RAMEWOR
  13. 13. ASSUMPTIONS
  14. 14. SUSTAINING DISRUPTIVE BRANDING LEADS THE WAY EXISTING MARKET PROBLEM WELL UNDERSTOOD INNOVATION IMPROVES DIFFERENTIATION INCREMENTAL CHANGE PRODUCT LEADS THE WAY UNKNOWN / NEW MARKET PROBLEM NOT WELL UNDERSTOOD INNOVATION IS DRAMATIC RADICAL CHANGE INNOVATIONSPECTRUM YOU?
  15. 15. We believe [this set of people] will [care / be passionate about us] for / because [this reason]. MOTIONAL–VALUE HYPOTHESIS
  16. 16. MVBMINIMUM VIABLE BRAND
  17. 17. STORY INVITATIONARTIFACT WHO ARE YOU? WHY DO YOU EXIST? WHY SHOULD I CARE? WHAT IS YOUR RALLYING POINT? PROJECT YOUR STORY WHAT DO THEY TOUCH? WHAT DO THEY EXPERIENCE? WHAT DO THEY SEE? INSPIRE DON’T SELL WHERE DO YOU SHOW UP? WHAT DO YOU SAY? DISCOVER MESSAGE PULL
  18. 18. INTERACTION ENGAGEMENT PARTICIPATION MOTIONAL–VALUE METRICS DO THEY JOIN THE FIGHT? DO THEY TALK BACK? DO THEY PAY ATTENTION?
  19. 19. PRODUCT–MARKET–BRAND FIT PMBF
  20. 20. ONEPASSIONATE ADVOCATE?CAN WE WIN TEN MARKET AND TURN IT INTO PASSIONATE ADVOCATES? TO FIND A OF PASSIONATE CUSTOMERS?
  21. 21. P-M-B-F PRODUCT BRAND MARKET 1 2 3 KEY: 1. PRODUCT–BRAND FIT 2. PRODUCT–MARKET FIT 3. BRAND–MARKET FIT PRODUCT–MARKET–BRAND FIT
  22. 22. GROWTH ENGINE
  23. 23. GROW AUDIENCE REACH CULTURE PROTECT THE CORE ADJACENT MARKETS FOCUS, FOCUS, FOCUS AUTOMATION BE TOP OF MIND HAVE PHYSICAL AVAILABILITY MOVING TO THE “WE” TRANSITIONING CORE TEAM ATTRACTING NEW TALENT
  24. 24. BRAND INNOVATION THAT’S REAL
  25. 25. LEANBRANDBOOK.COM @JeremiahGardner #TheLeanBrand @BrantCooper @FakeGrimlock by: with: illustrations:
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