Modern Brand Building

Stop Campaigning. Start Committing. Paul Isakson Senior Strategic Planner space150 MODERN BRAND BUILDING

DISCUSSION OUTLINE

Brands & Branding Today

Evolution of Brand Building

Campaigning vs. Committing

Thoughts for Moving Forward

BRANDS & BRANDING HAVEN’T REALLY CHANGED TOO MUCH.

BRAND = COLLECTIVELY, WHAT PEOPLE SAY, FEEL & THINK ABOUT YOUR PRODUCT, SERVICE OR COMPANY.

A STRONG BRAND = A COLLECTION OF COHERENT IDEAS AND EXPERIENCES WITH A PRODUCT OR SERVICE OVER TIME.

A GREAT BRAND IS A GREAT STORY.

IF WHAT MAKES A GREAT BRAND HASN’T CHANGED ALL THAT MUCH, WHAT HAS?

Evolution of Brand Building OLD Messages Static Saying Look & Feel Posing Simplicity Touch points Audience NEW Conversations Dynamic Doing Experience Authenticity Complexity Engagements Community About Transactions About Relationships Influenced by the thinking of John Grant, as shown in The Brand Innovation Manifesto

STOP CAMPAIGNING.

START COMMITTING.

CAMPAIGNING

CAMPAIGNING = CHANGING YOUR CORE BRAND MESSAGE TO FIT WHAT YOU THINK PEOPLE NEED OR WANT TO HEAR TODAY SO THAT THEY BUY YOUR PRODUCT OR SERVICE.

CAMPAIGNING = MARKETING FOR SHORT TERM GAINS

POLITICIANS CAMPAIGN

CAMPAIGNING LEADS TO A CONSTANTLY CHANGING STORY.

PEOPLE AREN’T SURE WHAT TO THINK OF YOU.

YOU DON’T REALLY HAVE A BRAND.

YOU HAVE A PRODUCT OR SERVICE WITH SOME POTENTIALLY INTERESTING MARKETING.

NO LOYALTY

STOP CAMPAIGNING

COMMITTING

COMMITTING = BUILDING YOUR BRAND ON CORE PRINCIPLES THAT NEVER CHANGE.

COMMITTING = MARKETING FOR LONG TERM GROWTH

MEAN JOE GREENE HILLTOP (TEACH THE WORLD TO SING) BOTTLE (SHAPE) POLAR BEARS HOLIDAYS SECRET FORMULA HAPPINESS FACTORY GRAND THEFT AUTO REFRESHMENT HAVE A COKE AND A SMILE ROCKWELL COCA-COLA MAKES YOU HAPPY Brand Molecule: The Brand Innovation Manifesto by John Grant

NIKE HELPS YOU BE VICTORIOUS AIR JORDAN LEBRON BO KNOWS NIKE TOWN NIKE+ THE SWOOSH NIKE PLAYGROUND TIGER WOODS THE HUMAN RACE RUNNING CLUBS RONALDINHO VIDEO REVOLUTION TV SPOT DON IMUS THANK YOU LETTER JUST DO IT Brand Molecule: The Brand Innovation Manifesto by John Grant

COMMITTING = CREATING AN EVOLVING COLLECTION OF COHERENT BRAND IDEAS AND EXPERIENCES OVER TIME

COMMITMENTS CREATE BRAND LOYALISTS

START COMMITTING

HOW DO WE START?

A FEW THOUGHTS

IF YOU DON’T DEFINE YOUR BRAND, SOMEONE ELSE WILL.

DEF INE WHO YOU ARE & WHAT YOU STAND FOR.

COMMIT TO IT.

WHAT GOES INTO THE CLOUD, STAYS IN THE CLOUD.

THE PRODUCT REALLY IS THE MARKETING. MAKE BETTER PRODUCTS FIRST.

START LOOKING AT YOUR MARKETING AS A PROGRESSIVE STORY INSTEAD OF AS QUARTERLY CAMPAIGNS.

STOP PUTTING THE EXACT SAME STORY EVERYWHERE. PEOPLE LIKE STORIES WITH DEPTH AND COMPLEXITY.

FORGET ABOUT CONTROLLING THE MESSAGE.

FANS ARE GOING TO CREATE CONTENT FOR YOUR BRAND.

PLAN FOR CONTENT YOU DON’T CREATE AIR JORDAN BO KNOWS NIKE TOWN NIKE+ THE SWOOSH NIKE PLAYGROUND THE HUMAN RACE RUNNING CLUBS RONALDINHO VIDEO REVOLUTION TV SPOT DON IMUS THANK YOU LETTER JUST DO IT

THE WAY AND SPEED WITH WHICH PEOPLE DISCOVER, PROCESS AND SHARE INFORMATION HAS CHANGED DRAMATICALLY.

CREATE ROOM FOR AGILITY, FLEXIBILITY & ITERATION.

MAKE A COMMITMENT TO CREATING BETTER BRANDS.

THANK YOU

To keep the conversation going … Paul Isakson Senior Strategic Planner space150 Email: paul.isakson@space150.com Twitter: http://twitter.com/paulisakson Blog: http://www.paulisakson.com/

CREDITS & SOURCES Don't believe the Devil, don't beLIEve his book Celeste Flickr "Quality Education - Not Politics" hober Flickr I hate politics jvumn Web Site Flickr Dueling Bandwagons Eric Kilby Flickr Brand Molecule Models John Grant The Brand Innovation Manifesto iPhone e-Learning content authoring Google Loves The iPhone Photo 18 (Nike Tattoo) Justin Hiltz Flickr MAD MEN Wallpaper AMC AMC.com King Cloud akakumo Flickr Mac vs. PC Apple Apple.com

INSPIRATION & INFLUENCES John Grant, The Brand Innovation Manifesto Adrian Ho, Zeus Jones Dion Hughes, Persuasion Arts & Sciences Aki Spicer, Fallon Marcus Fischer, space150 Heidi Keel, space150