Slides from my keynote address at the 2013 Insight One20 event in Los Angeles. This material supplements my voice over about the most impactful ways to build a lasting brand that inspires customers. At its foundation is the insight that a real brand is more than a name or a logo, it's a promise. That promise sets an expectation which the brand must meet or exceed in every brand experience. Drawing on material published in my book Brand Real, I illustrate:
1/ The importance of developing trade-offs in your brand platform. You can't be everything to everyone. The best brands pick the value they can deliver exceptionally well in every experience, often at the expense of other features and benefits.
2/ The six core themes that tend to underly every brand promise and how to differentiate between them. Your brand should revolve around one of these themes.
3/ Why credibility is an important gateway for deeper levels of brand attachment and preference. I also touch on what credibility really means -- it's a combination of trustworthiness and demonstrable expertise.
4/ How identity and creative should be tied to real, noticeable benefits in the core brand experience. I show the difference between changing a logo for the sake of being nice to look at, and changing a logo to signal a change in the core experience.
5/ Defining what brand experience really is -- how it relates to what we think, feel and do when a brand is present.
6/ How narrative and story are the language of brand experience, and how important it is to make the story come alive in the consumer's imagination. We are born with the capacity to understand everything through the lens of narrative. Your job with your brand is to activate the right narrative in the audience's head.
7/ How the experiences and stories that tap the consumer's important values create strong attachment to brands, and why attachment is the best way to measure the strength of your brand's power with your target audience.
8/ And, ultimately, how important it is to engage your employees and make them attached if you want to have a consistently strong brand experience with your customers.