So You Think You Can Brand?

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This is a presentation I gave about branding to an Intro to Marketing class. We explore the things that a brand is and isn't and the way to create and maintain a string brand.

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  • I am a marketing master student. Could I have a copy please? My email: m.joaobarreto@gmail.com
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  • Main Opening Slate (No Body Copy)
  • There are some dirty rumors going around about branding.
  • Tonight, let’s set the record straight.
  • Let’s talk about these guys….
  • Budweiser. American Express. Allstate. Disneyland. Pepsi.
  • A Tagline is NOT a logo. A tagline is a memorable phrase that encompasses the brand position. Again, it’s a helpful shortcut to help us remember the brand.
  • Brands are not products!
  • A brand is NOTHING MORE and NOTHING LESS than a set of promises. A brand is an identifiable entity that promises value.
  • Brands live only in the mind and the heart. What do you think of/picture??? What do you feel???
  • We live in a branded world. We make purchase decisions based on brand every day.
  • Clothes? Cars? Food? Alcohol? Computer equipment?
  • Puffed Rice = $1.49 Rice Krispies = $3.49
  • Arizona Jeans = $20. True Religion Jeans = $600
  • Kia Sorento = $20,000. Cadillac Escallade = $60,000
  • There’s a big price difference between Macs and other PCs.
  • Coke’s business value = $50 Billion. WITH brand = $120 Billion
  • Mini recap: BRANDS are not Logos, Taglines or Products. They have REAL value. And they live in the hearts and minds of the people – not you.
  • The brand position is the place that your brands owns within consumers hearts and minds. We don’t DECIDE it, but we influence it.
  • Defining Your Brand: Requires awareness and ability to accept reality Do not deny your brand . Embrace it. Spin it to your advantage . Think about yourself. Know yourself and play the hand you got. Imagine your brand is a living person . How do you describe that person? What would you want people to say about it? What makes your brand unique ? What can we claim that no other group can claim? Let’s explore our brand. WHAT PROMISES CAN WE MAKE? When people think of you, what one image/phrase will come to mind? This is called your “Brand Position” – and it must be unique to be effective
  • Our brains are trained to filter information and identify differences. How many Zeros? (69). How many Threes? (1). Easy to identify the one that is different. What makes your brand unique ? What can we claim that no other group can claim? Explore your brand. WHAT PROMISES CAN IT MAKE? When people think of you, what one image/phrase will come to mind? This is called your “Brand Position” – and it must be unique to be effective
  • Defending Your Brand: Make everything you do, make, create, choose, enforce, etc consistent with your brand . Ask yourself with every decision – “is this good or bad for the brand? Is this consistent with the brand? ” If it’s not, DO NOT allow it . If you allow it, you are poisoning and discrediting your brand and wasting your time. You must say NO to diversion and choices that are not on brand (yes, this is scary) This takes attitude, conviction and discipline DEFEND YOUR BRAND’S HONOR
  • You can use these tools to help influence your brand.
  • Remember – you don’t own your brand. Others do.
  • Photos like these are easy to find. Your future employer WILL Google you. Your future boyfriend/girlfriend WILL Google you. Your family WILL Google you. WHAT WILL THEY FIND?
  • What barriers get in the way of staying true to your brand.
  • Let’s talk about these guys….
  • Let’s talk about these guys….
  • So You Think You Can Brand?

    1. 1. SO YOU THINK YOU CAN BRAND?
    2. 2. Dirty rumors…
    3. 3. Let’s set the record straight.
    4. 5. THESE ARE LOGOS
    5. 6. LOGOS ARE NOT BRANDS
    6. 7. (shame on you)
    7. 8. LOGO BRAND SHORTCUT
    8. 9. BRANDS ARE NOT King of Beers Never Leave Home Without It You’re In Good Hands The Happiest Place on Earth Taste of a New Generation
    9. 10. TAGLINE or SLOGAN Memorable phrase that encompasses the brand position
    10. 11. BRANDS ARE NOT
    11. 12. SO… WHAT ARE BRANDS?
    12. 13. PROMISES
    13. 14. THEY LIVE HERE:
    14. 15. THE BRAND IS NOT WHAT YOU SAY IT IS.
    15. 16. THE BRAND IS WHAT THEY SAY IT IS.
    16. 17. We live in a branded world.
    17. 18. What are your favorite brands? WHY?
    18. 19. We buy based on two things: RECOLLECTION SATISFACTION
    19. 20. BRANDS help us RECALL that we were SATISFIED .
    20. 21. The BRAND kept its PROMISE.
    21. 22. So, what is the BIG DEAL?
    22. 27. Image courtesy of The Brand Gap
    23. 28. NOT LOGOS VALUE HEARTS and MINDS
    24. 29. BRAND POSITIONING
    25. 30. STEP 1: AWARENESS Don’t deny your brand. Embrace it. Spin it to your advantage. If your brand were a living person, how would you describe it? When people think of you, what single image/phrase/feeling will they experience?
    26. 31. STEP 2: BE DIFFERENT 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 3 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0
    27. 32. STEP 3: SACRIFICE Choose a position. You can’t own everything. Focus. Don’t try to extend too far.
    28. 33. STEP 4: DEFEND YOUR BRAND Everything you do affects the brand. You must say “no” to choices that are “off brand.” This takes conviction and discipline.
    29. 34. STEP 5: EXECUTE Branding is not about saying . It’s about doing .
    30. 35. YOU ARE A BRAND.
    31. 36. WHAT IS YOUR BRAND POSITION?
    32. 37. ARE YOU SURE?
    33. 39. Social media has a profound effect on branding.
    34. 40. Careful what you publish:
    35. 41. Social Media is powerful. It can boost your brand, or crush it.
    36. 42. BRAND REALITY
    37. 43. It’s difficult to stay loyal to your brand.
    38. 44. Budget Ignorance Wimpiness
    39. 45. YOUR BRAND CAN HELP DICTATE YOUR MARKETING STRATEGY.
    40. 46. BRAND RECAP
    41. 47. BRAND
    42. 48. YOU DON’T DICTATE YOUR BRAND
    43. 49. BRAND POSITIONING <ul><li>Awareness </li></ul><ul><li>Be Different </li></ul><ul><li>Sacrifice </li></ul><ul><li>Defend Your Brand </li></ul><ul><li>Execute </li></ul>
    44. 50. YOU ARE A BRAND.
    45. 51. THOUGHTS? QUESTIONS?
    46. 52. Mike McDowell Account Executive Director of New Media [email_address]

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