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Modern Brand Building
 

Modern Brand Building

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This is the presentation I shared at our (space150's) Deepspace event on Modern Brand Building. Dion Hughes of Persuasion Arts & Sciences and Adrian Ho of Zeus Jones shared some excellent thoughts on ...

This is the presentation I shared at our (space150's) Deepspace event on Modern Brand Building. Dion Hughes of Persuasion Arts & Sciences and Adrian Ho of Zeus Jones shared some excellent thoughts on this topic of well (search for their presentations here too). Campaigning isn't quite the right term for what I was trying to say, but some good discussion followed the presentation, so it wasn't totally off. I'll be working to improve this, so if you have any thoughts, please share.

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    Modern Brand Building Modern Brand Building Presentation Transcript

    • MODERN BRAND BUILDING Stop Campaigning. Start Committing. ©2008 Paul Isakson
    • Paul Isakson Head of Strategy space150 ©2008 Paul Isakson
    • DISCUSSION OUTLINE Brands & Branding Today Evolution of Brand Building Campaigning vs. Committing Thoughts for Moving Forward ©2008 Paul Isakson
    • BRANDS & BRANDING HAVEN’T REALLY CHANGED TOO MUCH. ©2008 Paul Isakson
    • BRAND = COLLECTIVELY, WHAT PEOPLE SAY, FEEL & THINK ABOUT YOUR PRODUCT, SERVICE OR COMPANY. ©2008 Paul Isakson
    • A STRONG BRAND = A COLLECTION OF COHERENT IDEAS AND EXPERIENCES WITH A PRODUCT OR SERVICE OVER TIME. ©2008 Paul Isakson
    • A GREAT BRAND IS A GREAT STORY. ©2008 Paul Isakson
    • IF WHAT MAKES A GREAT BRAND HASN’T CHANGED ALL THAT MUCH, WHAT HAS? ©2008 Paul Isakson
    • Evolution of Brand Building OLD NEW Messages Conversations Static Dynamic Saying Doing Look & Feel Experience Posing Authenticity Simplicity Complexity Touch points Engagements Audience Community About About Transactions Relationships ©2008 Paul Isakson Influenced by the thinking of John Grant, as shown in The Brand Innovation Manifesto
    • STOP CAMPAIGNING. START COMMITTING. ©2008 Paul Isakson
    • CAMPAIGNING ©2008 Paul Isakson
    • 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. ©2008 Paul Isakson
    • CAMPAIGNING = MARKETING FOR SHORT TERM GAINS ©2008 Paul Isakson
    • POLITICIANS CAMPAIGN ©2008 Paul Isakson
    • ©2008 Paul Isakson
    • CAMPAIGNING LEADS TO A CONSTANTLY CHANGING STORY. ©2008 Paul Isakson
    • PEOPLE AREN’T SURE WHAT TO THINK OF YOU. ©2008 Paul Isakson
    • YOU DON’T REALLY HAVE A BRAND. ©2008 Paul Isakson
    • YOU HAVE A PRODUCT OR SERVICE WITH SOME POTENTIALLY INTERESTING MARKETING. ©2008 Paul Isakson
    • NO LOYALTY ©2008 Paul Isakson
    • STOP CAMPAIGNING ©2008 Paul Isakson
    • COMMITTING ©2008 Paul Isakson
    • COMMITTING = BUILDING YOUR BRAND ON CORE PRINCIPLES THAT NEVER CHANGE. ©2008 Paul Isakson
    • COMMITTING = MARKETING FOR LONG TERM GROWTH ©2008 Paul Isakson
    • COCA-COLA MAKES YOU HAPPY HAPPINESS FACTORY HILLTOP (TEACH THE ROCKWELL WORLD TO SING) POLAR BEARS GRAND THEFT AUTO HAVE A BOTTLE COKE (SHAPE) AND A HOLIDAYS SMILE MEAN JOE REFRESHMENT GREENE SECRET FORMULA ©2008 Paul Isakson Brand Molecule: The Brand Innovation Manifesto by John Grant
    • NIKE HELPS YOU BE VICTORIOUS RONALDINHO VIDEO NIKE PLAYGROUND RUNNING CLUBS LEBRON NIKE TOWN TIGER WOODS DON IMUS THANK YOU REVOLUTION TV SPOT BO LETTER KNOWS NIKE+ THE HUMAN RACE JUST DO IT AIR JORDAN THE SWOOSH ©2008 Paul Isakson Brand Molecule: The Brand Innovation Manifesto by John Grant
    • COMMITTING = CREATING AN EVOLVING COLLECTION OF COHERENT BRAND IDEAS AND EXPERIENCES OVER TIME ©2008 Paul Isakson
    • COMMITMENTS CREATE ©2008 Paul Isakson BRAND LOYALISTS
    • START COMMITTING ©2008 Paul Isakson
    • HOW DO WE START? ©2008 Paul Isakson
    • A FEW THOUGHTS ©2008 Paul Isakson
    • IF YOU DON’T DEFINE YOUR BRAND, SOMEONE ELSE WILL. ©2008 Paul Isakson
    • DEFINE WHO YOU ARE & WHAT YOU STAND FOR. COMMIT TO IT. ©2008 Paul Isakson
    • WHAT GOES INTO THE CLOUD, STAYS IN THE CLOUD. ©2008 Paul Isakson
    • THE PRODUCT REALLY IS THE MARKETING. MAKE BETTER PRODUCTS FIRST. ©2008 Paul Isakson
    • START LOOKING AT YOUR MARKETING AS A PROGRESSIVE STORY INSTEAD OF AS QUARTERLY CAMPAIGNS. ©2008 Paul Isakson
    • STOP PUTTING THE EXACT SAME STORY EVERYWHERE. PEOPLE LIKE STORIES WITH DEPTH AND COMPLEXITY. ©2008 Paul Isakson
    • FORGET ABOUT CONTROLLING THE MESSAGE. ©2008 Paul Isakson
    • FANS ARE GOING TO CREATE CONTENT FOR YOUR BRAND. ©2008 Paul Isakson
    • PLAN FOR CONTENT YOU DON’T CREATE RONALDINHO VIDEO NIKE PLAYGROUND RUNNING CLUBS NIKE TOWN DON IMUS THANK YOU REVOLUTION TV SPOT BO LETTER KNOWS NIKE+ THE HUMAN RACE JUST DO IT AIR JORDAN THE SWOOSH ©2008 Paul Isakson
    • THE WAY AND SPEED WITH WHICH PEOPLE DISCOVER, PROCESS AND SHARE INFORMATION HAS CHANGED DRAMATICALLY. ©2008 Paul Isakson
    • CREATE ROOM FOR AGILITY, FLEXIBILITY & ITERATION. ©2008 Paul Isakson
    • MAKE A COMMITMENT TO CREATING BETTER BRANDS. ©2008 Paul Isakson
    • THANK YOU ©2008 Paul Isakson
    • To keep the conversation going … Paul Isakson Head of Strategy space150 Email / paul.isakson@gmail.com Twitter / @paulisakson Blog / paulisakson.com/
    • CREDITS & SOURCES Don't believe the Devil, iPhone don't beLIEve his book e-Learning content authoring Celeste Google Loves The iPhone Flickr "Quality Education - Not Politics" Photo 18 (Nike Tattoo) hober Justin Hiltz Flickr Flickr I hate politics MAD MEN Wallpaper jvumn Web Site AMC Flickr AMC.com Dueling Bandwagons King Cloud Eric Kilby akakumo Flickr Flickr Brand Molecule Models Mac vs. PC John Grant Apple The Brand Innovation Manifesto 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