Nothern Voice 09 - Around You a Brand? Do You Want to be?

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    Nothern Voice 09 - Around You a Brand? Do You Want to be? - Presentation Transcript

    1. Are you a brand? Do you want to be? Northern Voice 2009 Brett T. T. Macfarlane
    2. Seriously though, who is this jackass?
    3. 4
    4. :30 History of Branding
    5. Back in day Some guy Brands a Cow
    6. The 60’s CPG products now brands
    7. The 70’s Footprints of commercial globalization
    8. The 80’s Brand pervasiveness
    9. The 90’s Brand rejection
    10. The 00’s Brand indifference
    11. http://cache.daylife.com/imageserve/07wz2AZ6JTdih/340x.jpg
    12. Brands Behaving Badly
    13. 16
    14. - / Don’t know their audience - / Lack conviction - / See brand as logo - / Don’t care about you, the human being - / It’s hard not to suck
    15. Do you even want to consider yourself a brand?
    16. You are one, whether you like it or not.
    17. BRAND ≠ IDENTITY
    18. A brand is not a “thing” It is a bundle of meaning It is whatever is in people’s heads Good and bad. Right and wrong 23
    19. jordan olympics sweat victory shop sport just do it exploitation slave freedom tiger labour woods consumerism bo jackson oregon haywood field yellow prefontain lance armstrong losing $30 sweat athlete running logo cool athletes bad crap comfortable 25
    20. Principles
of
Branding
    21. Define your audience 27
    22. Text Who are you for? 28
    23. Stand for something 29
    24. “If you stand for something, you will always find some people for you and some against you. If you stand for nothing, you will find nobody against, and nobody for you” 30
    25. What makes you you? 31
    26. Point of difference 32
    27. Prove it 33
    28. Field of competence 34
    29. Tone of voice 35
    30. Personality 36
    31. Good blogs Good brands 37
    32. 38
    33. 40
    34. 41
    35. 42
    36. 43
    37. - / Know your audience - / Stand for something - / Authentic - / Speak and converse with you like a human being - / Try, desperately, not to suck
    38. Thank You 45
    39. Brett T. T. Macfarlane Account Director DDB Canada me@brettmacfarlane.com brettmacfarlane.typepad.com twitter.com/macfarbt

    + Brett MacfarlaneBrett Macfarlane, 9 months ago

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