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Brand New World with  Eric Hughes & Rob Rubinoff
Meet Mad Genius.
<ul><li>What we say to people on elevators (12… 11… 10…) </li></ul><ul><li>Mad Genius fuses marketing insight and strategy...
We’re  Social. (Come say hello.) <ul><li>facebook.com/madgsocial </li></ul><ul><li>@madgsocial </li></ul><ul><li>madgsocia...
Meet Eric. <ul><li>VP Creative Director </li></ul><ul><li>Brand Strategist. Creative Coach. Intergalactic  Award-winner.  ...
Meet Rube . <ul><li>Information Architect </li></ul><ul><li>Helps clients navigate the ever-changing digital landscape </l...
Let’s Get Started.
Here’s where to find this presentation! madg.com/mba-2011
Vocab <ul><li>Marketing  - what  you  say you are </li></ul><ul><li>Brand  - what your  audience  says   you are </li></ul...
What Brave Brands Know <ul><li>Media landscape grows & changes daily </li></ul><ul><li>Audiences are fickle  and  vocal </...
What Brave Brands Brand <ul><li>37 Signals (Basecamp) </li></ul><ul><li>Apple (iPod, iPhone, iPad) </li></ul><ul><li>Intel...
What Brave Brands Do  <ul><li>Get 3 things right early: </li></ul><ul><li>Audience analysis 1st, design 2nd </li></ul><ul>...
A Genius In The Making Car Services Web + Mobile App All auto services: Glass, Parts & Supplies Repair, Body Shops Car Dea...
A Less Than Genius Start  Of course, Car Jeeves’  main audiences  must  be: Execs!  Attorneys!  Doctors!
A Less Than Genius Start  Introducing CarJeeves! First round of funding and launch! The result?...
A Less Than Genius Start  <ul><li>Corks don’t pop </li></ul><ul><li>Unique visitors = 90%+ </li></ul><ul><li>Target market...
Time for Brave Reflection This is when  Brands tend to knock on our door. Here’s what we do.  (And you can too!)
Your “Brand” is the direct result of how well your company/org Fuses: Time for Brave Reflection <ul><li>key perceptions  •...
Your “Brand” is the direct result of how well your company/org Fuses: Time for Brave Reflection <ul><li>key perceptions  •...
Brave Brands Seek Fusion Brand Fusion  is a one-day workshop that harvests open, insightful input from your leadership tea...
Brand Fusion
Brand Fusion
Brave Brands Reboot Audience & Industry Insight Sources Free:   Ad Age White Papers @   http://adage.com/whitepapers $$:  ...
Brave Brands Strategize •  Married, mid-class, kids,  beyond  busy  •  35 million (40 by ‘12) • 2/3 use web to research  p...
Brave Brands Strategize •  Save time • Make errands  “easier” • Technology that  streamlines   her life (a little helper) ...
Brave Brands  Under do It Audience Insights =  Streamlined User Experience <ul><li>Narrow Scope – Car Wash, Oil Change, Ti...
Be Brave From The Start Review Audience analysis first Dig deep for insights Learn from customer reviews Design based on i...
What’s In A Brave Name? Good  Names •  Available •  Benefit-oriented •  Short • “ Oops-proof”  Still great? GREAT! Bad Nam...
What’s In A Brave Name? Availability Quick check @  http://tess2.uspto.gov/ > Enter Brand name > Select “Live” > “Submit Q...
 
Woo-hoo! But check with a trademark attorney.
Good name, 2 Live claims, check with trademark attorney. Don’t fall in love.
What’s In A Brave Name? Benefit-Oriented “ BaseCamp” = Rally point for teams iPod = Apple’s portable music player  Pentium...
What’s In A Brave Name? Short  4 -7 items (limit of working memory  1 ) Use SEO keyword in domain Grab misspellings – http...
What’s In A Brave Name? WARNING: The following names  and urls are real and NSFW!   “ Oops-proof”
What’s In A Brave Name? Pen Island > Therapist Finder > Who Represents > penis land.net “ Oops-proof”
What’s In A Brave Name? “ Oops-proof” Pen Island > Therapist Finder > Who Represents > penis land.net the rapistfinder. com
What’s In A Brave Name? “ Oops-proof” whore presents.com Pen Island > Therapist Finder > Who Represents > penis land.net t...
Brave Brands Love Options and the winner is…
Pssst. Couldn’t we have done this from the start?
What’s In A Brave Name? Review  Quick-check availability  Connect to a benefit Keep it short Oops-proof it
Message Bravely “ Commitment to quality.” “ Customer-centric.” “ Service-oriented.” Messages? No.   Expectations .
Message Bravely CarPixie is committed to creating  a quality web experience by providing customer-centric usability connec...
Brave Shines In Elevators
Brave Shines In Elevators (Brand) is the (insight-driven adjective) way for (insight-driven goal) to   (product feature-en...
CarPixie  Brand Fusion CarPixie.com is the quickest,  easiest way for today’s beyond-busy women to find the car care servi...
“ CarPixie.com is the easiest way for today’s beyond-busy woman to find the car care services she uses most - right now,  ...
Get car stuff done quick
Message Bravely Review  Message beyond “expectations” Missions ≠ messages Make your message “elevator-ready”
Oops, I Bwoke My Bwand.  3 Options 1. “Scrap it” 2. “Scrap metal it”  (Car Jeeves > Care Pixie)  3. “Have another baby”  (...
Brand New World Takeaways Get three things right  early : Audience analysis first,  design second A  good  Brand name is h...
Want to talk more? Breakouts Naming Your Business: 2:30-3:15 Marketing & Branding: 3:15-4:00
<ul><li>facebook.com/madgsocial </li></ul><ul><li>@madgsocial </li></ul><ul><li>madgsocial </li></ul>Here’s where to find ...
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Brand New World - Mad Genius

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  • Welcome!
  • Mad Genius intro. Go through it pretty quickly.
  • Push our social! Like us, friend us, follow us, tag us!
  • Beth intro
  • Rube intro
  • Transcript of "Brand New World - Mad Genius"

    1. 1. Brand New World with Eric Hughes & Rob Rubinoff
    2. 2. Meet Mad Genius.
    3. 3. <ul><li>What we say to people on elevators (12… 11… 10…) </li></ul><ul><li>Mad Genius fuses marketing insight and strategy with design, interactive, social, video and animation wizardry to supply limitless ideas to progressive brands looking to build real momentum. </li></ul>
    4. 4. We’re Social. (Come say hello.) <ul><li>facebook.com/madgsocial </li></ul><ul><li>@madgsocial </li></ul><ul><li>madgsocial </li></ul>
    5. 5. Meet Eric. <ul><li>VP Creative Director </li></ul><ul><li>Brand Strategist. Creative Coach. Intergalactic Award-winner. </li></ul><ul><li>Youth Soccer </li></ul><ul><li>Adrenaline Junkie. </li></ul>
    6. 6. Meet Rube . <ul><li>Information Architect </li></ul><ul><li>Helps clients navigate the ever-changing digital landscape </li></ul><ul><li>Rabid Hurricanes </li></ul><ul><li>Fan </li></ul>
    7. 7. Let’s Get Started.
    8. 8. Here’s where to find this presentation! madg.com/mba-2011
    9. 9. Vocab <ul><li>Marketing - what you say you are </li></ul><ul><li>Brand - what your audience says you are </li></ul><ul><li>Fracture - costly break in Brand consistency </li></ul><ul><li>Fusion - valuable bridge in Brand consistency </li></ul>
    10. 10. What Brave Brands Know <ul><li>Media landscape grows & changes daily </li></ul><ul><li>Audiences are fickle and vocal </li></ul><ul><li>Watch, listen, respond, win! </li></ul>
    11. 11. What Brave Brands Brand <ul><li>37 Signals (Basecamp) </li></ul><ul><li>Apple (iPod, iPhone, iPad) </li></ul><ul><li>Intel (Pentium) </li></ul>
    12. 12. What Brave Brands Do <ul><li>Get 3 things right early: </li></ul><ul><li>Audience analysis 1st, design 2nd </li></ul><ul><li>A good brand name is half the battle </li></ul><ul><li>Nail a key message you can say </li></ul>
    13. 13. A Genius In The Making Car Services Web + Mobile App All auto services: Glass, Parts & Supplies Repair, Body Shops Car Dealers - Car Wash Gas & Service Stations Motorcycle Dealers, Repair Oil Changes * Parking Smog Check Stations, Stereo Installation? Tires , Towing! Windshield Installation & Repair Geo-locating for all car services! Ad-based revenue model! Names? Car Butler AutoMate(COOl!) &quot;Car”lton Car Jeeves?
    14. 14. A Less Than Genius Start Of course, Car Jeeves’ main audiences must be: Execs! Attorneys! Doctors!
    15. 15. A Less Than Genius Start Introducing CarJeeves! First round of funding and launch! The result?...
    16. 16. A Less Than Genius Start <ul><li>Corks don’t pop </li></ul><ul><li>Unique visitors = 90%+ </li></ul><ul><li>Target market less than 10% of registered users </li></ul><ul><li>Huge abandonment issues </li></ul>
    17. 17. Time for Brave Reflection This is when Brands tend to knock on our door. Here’s what we do. (And you can too!)
    18. 18. Your “Brand” is the direct result of how well your company/org Fuses: Time for Brave Reflection <ul><li>key perceptions • operations </li></ul><ul><li>brand assets • strategic directions </li></ul><ul><li>key audiences • competition </li></ul><ul><li>desired audiences • trends </li></ul>
    19. 19. Your “Brand” is the direct result of how well your company/org Fuses: Time for Brave Reflection <ul><li>key perceptions • operations </li></ul><ul><li>brand assets • strategic directions </li></ul><ul><li>key audiences • competition </li></ul><ul><li>desired audiences • trends </li></ul>
    20. 20. Brave Brands Seek Fusion Brand Fusion is a one-day workshop that harvests open, insightful input from your leadership team to prioritize the factors that determine your company’s success and fuse your message with your Brand’s greatest opportunity.
    21. 21. Brand Fusion
    22. 22. Brand Fusion
    23. 23. Brave Brands Reboot Audience & Industry Insight Sources Free: Ad Age White Papers @ http://adage.com/whitepapers $$: Adology @ http://www.ad-ology.com $$$: Market Research.com @ http://www.marketresearch.com $60 to $150 on the low-end, $8,000 to $11,000 on the high-end.
    24. 24. Brave Brands Strategize • Married, mid-class, kids, beyond busy • 35 million (40 by ‘12) • 2/3 use web to research products & services • 95% say web saves time • More women use car washes & fast lube centers than men Meet “iMom” Sources: 1. eMarketer.com 2. Opinion Research Corporation / AOL Study and Road & Travel Magazine 3. International Carwash Association and National Institute for Automotive Service Excellence
    25. 25. Brave Brands Strategize • Save time • Make errands “easier” • Technology that streamlines her life (a little helper) • Want marketers to “get” them and market to them (74% say misunderstood by auto category) She Really Wants: Source: 1. Sheconomy.com Exploit The Obvious! App Reviews: “Car Wash Locator” 2 Star Avg. 21 Ratings Source: iTunes internal App Reviews ColinHanna – Jan 31, 2010 “ Some listed washes turn out to be closed while others are not listed.” Piloto176 – Apr 14, 2010 “ Updates would be useful with real time info on washes that are open or no longer in business.”
    26. 26. Brave Brands Under do It Audience Insights = Streamlined User Experience <ul><li>Narrow Scope – Car Wash, Oil Change, Tires, Towing </li></ul><ul><li>Lazy Registration </li></ul><ul><li>Focus on Returning Visitors </li></ul><ul><li>YELP Reviews via API </li></ul>Now we’re getting some Fusion! Source: Getting Real , 37 Signals, p13
    27. 27. Be Brave From The Start Review Audience analysis first Dig deep for insights Learn from customer reviews Design based on insight (underdo?)
    28. 28. What’s In A Brave Name? Good Names • Available • Benefit-oriented • Short • “ Oops-proof” Still great? GREAT! Bad Names • Taken/Conflicted • “ Cool-sounding” • Long • Oops-prone
    29. 29. What’s In A Brave Name? Availability Quick check @ http://tess2.uspto.gov/ > Enter Brand name > Select “Live” > “Submit Query”
    30. 31. Woo-hoo! But check with a trademark attorney.
    31. 32. Good name, 2 Live claims, check with trademark attorney. Don’t fall in love.
    32. 33. What’s In A Brave Name? Benefit-Oriented “ BaseCamp” = Rally point for teams iPod = Apple’s portable music player Pentium = A new element of intelligence
    33. 34. What’s In A Brave Name? Short 4 -7 items (limit of working memory 1 ) Use SEO keyword in domain Grab misspellings – http://goo.gl/QfRdA .COM is KING Be creative – http://domai.nr Source:1.Working Memory Capacity, Nelson Cowan, 2005
    34. 35. What’s In A Brave Name? WARNING: The following names and urls are real and NSFW! “ Oops-proof”
    35. 36. What’s In A Brave Name? Pen Island > Therapist Finder > Who Represents > penis land.net “ Oops-proof”
    36. 37. What’s In A Brave Name? “ Oops-proof” Pen Island > Therapist Finder > Who Represents > penis land.net the rapistfinder. com
    37. 38. What’s In A Brave Name? “ Oops-proof” whore presents.com Pen Island > Therapist Finder > Who Represents > penis land.net the rapistfinder. com
    38. 39. Brave Brands Love Options and the winner is…
    39. 40. Pssst. Couldn’t we have done this from the start?
    40. 41. What’s In A Brave Name? Review Quick-check availability Connect to a benefit Keep it short Oops-proof it
    41. 42. Message Bravely “ Commitment to quality.” “ Customer-centric.” “ Service-oriented.” Messages? No. Expectations .
    42. 43. Message Bravely CarPixie is committed to creating a quality web experience by providing customer-centric usability connected to service-oriented partners. Message? No. Mission .
    43. 44. Brave Shines In Elevators
    44. 45. Brave Shines In Elevators (Brand) is the (insight-driven adjective) way for (insight-driven goal) to (product feature-enabled benefit.) “ Really? Tell me more.” 12, 11, 10... Message Starter Template
    45. 46. CarPixie Brand Fusion CarPixie.com is the quickest, easiest way for today’s beyond-busy women to find the car care services they use the most - right now, right where they are.
    46. 47. “ CarPixie.com is the easiest way for today’s beyond-busy woman to find the car care services she uses most - right now, wherever she is.” “ Really? Tell me more” (12, 11, 10…)
    47. 48. Get car stuff done quick
    48. 49. Message Bravely Review Message beyond “expectations” Missions ≠ messages Make your message “elevator-ready”
    49. 50. Oops, I Bwoke My Bwand. 3 Options 1. “Scrap it” 2. “Scrap metal it” (Car Jeeves > Care Pixie) 3. “Have another baby” (Car Jeeves + Car Pixie)
    50. 51. Brand New World Takeaways Get three things right early : Audience analysis first, design second A good Brand name is half the battle Nail a key message you can say
    51. 52. Want to talk more? Breakouts Naming Your Business: 2:30-3:15 Marketing & Branding: 3:15-4:00
    52. 53. <ul><li>facebook.com/madgsocial </li></ul><ul><li>@madgsocial </li></ul><ul><li>madgsocial </li></ul>Here’s where to find this presentation! madg.com/mba-2011
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