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

  • 1. Brand New World with Eric Hughes & Rob Rubinoff
  • 2. Meet Mad Genius.
  • 3.
    • What we say to people on elevators (12… 11… 10…)
    • 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.
  • 4. We’re Social. (Come say hello.)
    • facebook.com/madgsocial
    • @madgsocial
    • madgsocial
  • 5. Meet Eric.
    • VP Creative Director
    • Brand Strategist. Creative Coach. Intergalactic Award-winner.
    • Youth Soccer
    • Adrenaline Junkie.
  • 6. Meet Rube .
    • Information Architect
    • Helps clients navigate the ever-changing digital landscape
    • Rabid Hurricanes
    • Fan
  • 7. Let’s Get Started.
  • 8. Here’s where to find this presentation! madg.com/mba-2011
  • 9. Vocab
    • Marketing - what you say you are
    • Brand - what your audience says you are
    • Fracture - costly break in Brand consistency
    • Fusion - valuable bridge in Brand consistency
  • 10. What Brave Brands Know
    • Media landscape grows & changes daily
    • Audiences are fickle and vocal
    • Watch, listen, respond, win!
  • 11. What Brave Brands Brand
    • 37 Signals (Basecamp)
    • Apple (iPod, iPhone, iPad)
    • Intel (Pentium)
  • 12. What Brave Brands Do
    • Get 3 things right early:
    • Audience analysis 1st, design 2nd
    • A good brand name is half the battle
    • Nail a key message you can say
  • 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!) "Car”lton Car Jeeves?
  • 14. A Less Than Genius Start Of course, Car Jeeves’ main audiences must be: Execs! Attorneys! Doctors!
  • 15. A Less Than Genius Start Introducing CarJeeves! First round of funding and launch! The result?...
  • 16. A Less Than Genius Start
    • Corks don’t pop
    • Unique visitors = 90%+
    • Target market less than 10% of registered users
    • Huge abandonment issues
  • 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. Your “Brand” is the direct result of how well your company/org Fuses: Time for Brave Reflection
    • key perceptions • operations
    • brand assets • strategic directions
    • key audiences • competition
    • desired audiences • trends
  • 19. Your “Brand” is the direct result of how well your company/org Fuses: Time for Brave Reflection
    • key perceptions • operations
    • brand assets • strategic directions
    • key audiences • competition
    • desired audiences • trends
  • 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. Brand Fusion
  • 22. Brand Fusion
  • 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. 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. 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. Brave Brands Under do It Audience Insights = Streamlined User Experience
    • Narrow Scope – Car Wash, Oil Change, Tires, Towing
    • Lazy Registration
    • Focus on Returning Visitors
    • YELP Reviews via API
    Now we’re getting some Fusion! Source: Getting Real , 37 Signals, p13
  • 27. Be Brave From The Start Review Audience analysis first Dig deep for insights Learn from customer reviews Design based on insight (underdo?)
  • 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. 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.
  • 32. Good name, 2 Live claims, check with trademark attorney. Don’t fall in love.
  • 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
  • 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
  • 35. What’s In A Brave Name? WARNING: The following names and urls are real and NSFW! “ Oops-proof”
  • 36. What’s In A Brave Name? Pen Island > Therapist Finder > Who Represents > penis land.net “ Oops-proof”
  • 37. What’s In A Brave Name? “ Oops-proof” Pen Island > Therapist Finder > Who Represents > penis land.net the rapistfinder. com
  • 38. What’s In A Brave Name? “ Oops-proof” whore presents.com Pen Island > Therapist Finder > Who Represents > penis land.net the rapistfinder. com
  • 39. Brave Brands Love Options and the winner is…
  • 40. Pssst. Couldn’t we have done this from the start?
  • 41. What’s In A Brave Name? Review Quick-check availability Connect to a benefit Keep it short Oops-proof it
  • 42. Message Bravely “ Commitment to quality.” “ Customer-centric.” “ Service-oriented.” Messages? No. Expectations .
  • 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 .
  • 44. Brave Shines In Elevators
  • 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
  • 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.
  • 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…)
  • 48. Get car stuff done quick
  • 49. Message Bravely Review Message beyond “expectations” Missions ≠ messages Make your message “elevator-ready”
  • 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)
  • 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
  • 52. Want to talk more? Breakouts Naming Your Business: 2:30-3:15 Marketing & Branding: 3:15-4:00
  • 53.
    • facebook.com/madgsocial
    • @madgsocial
    • madgsocial
    Here’s where to find this presentation! madg.com/mba-2011