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What is Branding
What is Branding
What is Branding
What is Branding
What is Branding
What is Branding
What is Branding
What is Branding
What is Branding
What is Branding
What is Branding
What is Branding
What is Branding
What is Branding
What is Branding
What is Branding
What is Branding
What is Branding
What is Branding
What is Branding
What is Branding
What is Branding
What is Branding
What is Branding
What is Branding
What is Branding
What is Branding
What is Branding
What is Branding
What is Branding
What is Branding
What is Branding
What is Branding
What is Branding
What is Branding
What is Branding
What is Branding
What is Branding
What is Branding
What is Branding
What is Branding
What is Branding
What is Branding
What is Branding
What is Branding
What is Branding
What is Branding
What is Branding
What is Branding
What is Branding
What is Branding
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What is Branding

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This is a presentation I gave at the 2011 Birmingham AdFed Advertising Expo. It's called, "What is Branding and how do I do it?"

This is a presentation I gave at the 2011 Birmingham AdFed Advertising Expo. It's called, "What is Branding and how do I do it?"

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  • \n
  • So, riddle me this: what is a brand. \nSomebody\n
  • Since such fragmentation has occurred, it’s been harder and harder to enforce brand consistency (not in the visual sense, but in the emotional one) across so many channels and through so many new and untested touchpoints with consumers\n
  • So, riddle me this: what is a brand. \nSomebody\n
  • So, riddle me this: what is a brand. \nSomebody\n
  • So, riddle me this: what is a brand. \nSomebody\n
  • So, riddle me this: what is a brand. \nSomebody\n
  • So, riddle me this: what is a brand. \nSomebody\n
  • So, riddle me this: what is a brand. \nSomebody\n
  • So, riddle me this: what is a brand. \nSomebody\n
  • So, riddle me this: what is a brand. \nSomebody\n
  • So, riddle me this: what is a brand. \nSomebody\n
  • So, riddle me this: what is a brand. \nSomebody\n
  • So, riddle me this: what is a brand. \nSomebody\n
  • So, riddle me this: what is a brand. \nSomebody\n
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  • They’re imperfect. \n
  • They’re imperfect. \n
  • They’re imperfect. \n
  • They’re imperfect. \n
  • They’re imperfect. \n
  • They’re imperfect. \n
  • They’re imperfect. \n
  • They’re imperfect. \n
  • They’re imperfect. \n
  • Reference the Brand Gap\nThere are thousands of smart people out there who will define it for you a in a lot of different ways, but here’s the skinny of what many would believe: A brand is an intangible emotional attachment that a consumer develops to a product service over time. \n
  • Speaks to the heart of public relations. Defining your brand on your own terms, without spending too much money. It’s critical to the success of a brand. \n
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  • Nike Shoes: \nBrand of competitiveness. good shoes, too.\nWhich means making that emotional and rational connection with consumers has been harder and harder. the 30 second spot can do it. Sometimes, a really good print spread can do it. Together, they definitely can. But fewer consumers are spending time with our advertising for them to connect with a brand in both of these ways. \n
  • Nike Shoes: \nBrand of competitiveness. good shoes, too.\nWhich means making that emotional and rational connection with consumers has been harder and harder. the 30 second spot can do it. Sometimes, a really good print spread can do it. Together, they definitely can. But fewer consumers are spending time with our advertising for them to connect with a brand in both of these ways. \n
  • Nike Shoes: \nBrand of competitiveness. good shoes, too.\nWhich means making that emotional and rational connection with consumers has been harder and harder. the 30 second spot can do it. Sometimes, a really good print spread can do it. Together, they definitely can. But fewer consumers are spending time with our advertising for them to connect with a brand in both of these ways. \n
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  • It has the power to evoke an emotion to what should be a rational purchasing process\n
  • It has the power to evoke an emotion to what should be a rational purchasing process\n
  • Apple Focus Groups:\nPeople thought you were cooler if you used Apple products. \n
  • Apple Focus Groups:\nPeople thought you were cooler if you used Apple products. \n
  • Apple Focus Groups:\nPeople thought you were cooler if you used Apple products. \n
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  • So, riddle me this: what is a brand. \nSomebody\n
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  • Think of it like this: if one characteristic were taken away, what would feel the most disconcerting. \nThe Chick-fil-A brand is best understood in two simple words:\n
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  • it’s in the heart of public opinion that this idea exists\n\n
  • it’s in the heart of public opinion that this idea exists\n\n
  • Since such fragmentation has occurred, it’s been harder and harder to enforce brand consistency (not in the visual sense, but in the emotional one) across so many channels and through so many new and untested touchpoints with consumers\n
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  • Transcript

    • 1. WHAT ISBRANDINGAND HOW DO I DO IT?
    • 2. Branding is a termthat agencies andmarketingconsultants use inorder to make whatthey do sound morecomplicated andexpensive.
    • 3. Consistency
    • 4. What isa brand?
    • 5. YourLogoWith your smart tagline underneath.
    • 6. Yourcompanyshirt withyour logo YourLogoon the leftbreast.
    • 7. YourLogo Timothy Thames III Founder & CEO P > 205.867.5309 E > Timothy.Thames@Gmail.com FB > Facebook.com/YourBusiness TW> @YourBusiness 1031 Richard Arrington Jr Blvd S • Apartment 3G • Birmingham, AL 35205 YourLogo
    • 8. Yourwebsite.comIn the industry leading CMS with blogging capabilities and search engine optimization for both Google AND Yahoo?
    • 9. @YourBrand: Daily special!Get 10% off your nextpurchase when you mentionTwitter #best_brand_ever
    • 10. Proudsponsorof ourfavoritefootballteam!Go Mascot!Visit us online atYourwebsite.comTo find our why we’rechampions, too! YourLogo With your smart tagline underneath.
    • 11. Question 1.What is a brand? logo website Almost Partia ! business card Credit l marketing -5 social media presence All of the above
    • 12. a brand is not a logo.a brand is not a corporate identity.a brand is not a product. –The Brand Gap
    • 13. A brand is anintangible,emotionalrelationshipdeveloped witha product,service orcompanyover time.
    • 14. Collectively, what peoplesay, feel and think abouta particular product,service or company. – Space 150
    • 15. So how do you createand foster a real, live brand that your customerscan connect with?
    • 16. Things toconsider
    • 17. & rationalemotional
    • 18. Affordability Convenience Productsrational Benefits Availability Functionality
    • 19. EMOTIONAL
    • 20. a brand is emotional: It has the power to evoke emotion in what should be a rational purchasing process
    • 21. Emotional
    • 22. Faded RalphGlory: Lauren: $5 $85
    • 23. Howdo youfosteremotion?
    • 24. Design ExperienceConsistency
    • 25. HOPE
    • 26. @YourBrand YourLogo YourLogo With your smart tagline underneath.Yourwebsite.com
    • 27. Branding isnot somethingthat marketingalone cancreate.
    • 28. Chick-fil-A
    • 29. “My pleasure.”
    • 30. “Brand loyalty will stillbe earned over timethrough consistentpositive experiences ”& engagements. - Paul Isaakson
    • 31. Createexperiencesworth sharing.Dont make ads,make news. –Bob Thacker
    • 32. FinalTakeaways
    • 33. 1Know who youreally are.
    • 34. USP
    • 35. TargetAudience
    • 36. Core brandvalues
    • 37. 2Don’t give themstuff you think theyneed. Give themwhat they want.
    • 38. 3No matter yoursize, experiencesalways beatmarketing
    • 39. 4Create experiencesyou’d want to be apart of
    • 40. 5Don’t fall into the“social only” trap.
    • 41. THINK
    • 42. When asked why consumers werebreaking-up with brands in Facebook andTwitter, the top reasons cited were:1. The company posts too frequently2. My wall was becoming too crowdedwith marketing posts3. The content was too repetitive or boring
    • 43. The top two reasons consumers gave as towhy they interact with companies in socialnetworks were:1. Receive discounts (61%)2. Make purchases (55%)
    • 44. Businesses believe the top two reasonsconsumers follow them in social networks1. Learn about new products (73%)2. To receive general information (71%)
    • 45. A brand isn’t what yousay it is. It’s what yourcustomers say it is. –The Brand Gap
    • 46. Consistency
    • 47. Q&A

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