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