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. Commi...
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                                                                              ...
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
YO...
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
                                ...
NIKE HELPS YOU BE VICTORIOUS

                                       RONALDINHO
                                         V...
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 Isa...
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
                                      VI...
THE WAY AND SPEED
   WITH WHICH PEOPLE
   DISCOVER, PROCESS
   AND SHARE
   INFORMATION HAS
   CHANGED
   DRAMATICALLY.
©2...
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 / @paulisa...
CREDITS & SOURCES

       Don't believe the Devil,             iPhone
       don't beLIEve his book               e-Learni...
INSPIRATION & INFLUENCES


John Grant, The Brand Innovation Manifesto
Adrian Ho, Zeus Jones
Dion Hughes, Persuasion Arts &...
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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 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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Transcript of "Modern Brand Building"

  1. 1. MODERN BRAND BUILDING Stop Campaigning. Start Committing. ©2008 Paul Isakson
  2. 2. Paul Isakson Head of Strategy space150 ©2008 Paul Isakson
  3. 3. DISCUSSION OUTLINE Brands & Branding Today Evolution of Brand Building Campaigning vs. Committing Thoughts for Moving Forward ©2008 Paul Isakson
  4. 4. BRANDS & BRANDING HAVEN’T REALLY CHANGED TOO MUCH. ©2008 Paul Isakson
  5. 5. BRAND = COLLECTIVELY, WHAT PEOPLE SAY, FEEL & THINK ABOUT YOUR PRODUCT, SERVICE OR COMPANY. ©2008 Paul Isakson
  6. 6. A STRONG BRAND = A COLLECTION OF COHERENT IDEAS AND EXPERIENCES WITH A PRODUCT OR SERVICE OVER TIME. ©2008 Paul Isakson
  7. 7. A GREAT BRAND IS A GREAT STORY. ©2008 Paul Isakson
  8. 8. IF WHAT MAKES A GREAT BRAND HASN’T CHANGED ALL THAT MUCH, WHAT HAS? ©2008 Paul Isakson
  9. 9. 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
  10. 10. STOP CAMPAIGNING. START COMMITTING. ©2008 Paul Isakson
  11. 11. CAMPAIGNING ©2008 Paul Isakson
  12. 12. 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
  13. 13. CAMPAIGNING = MARKETING FOR SHORT TERM GAINS ©2008 Paul Isakson
  14. 14. POLITICIANS CAMPAIGN ©2008 Paul Isakson
  15. 15. ©2008 Paul Isakson
  16. 16. CAMPAIGNING LEADS TO A CONSTANTLY CHANGING STORY. ©2008 Paul Isakson
  17. 17. PEOPLE AREN’T SURE WHAT TO THINK OF YOU. ©2008 Paul Isakson
  18. 18. YOU DON’T REALLY HAVE A BRAND. ©2008 Paul Isakson
  19. 19. YOU HAVE A PRODUCT OR SERVICE WITH SOME POTENTIALLY INTERESTING MARKETING. ©2008 Paul Isakson
  20. 20. NO LOYALTY ©2008 Paul Isakson
  21. 21. STOP CAMPAIGNING ©2008 Paul Isakson
  22. 22. COMMITTING ©2008 Paul Isakson
  23. 23. COMMITTING = BUILDING YOUR BRAND ON CORE PRINCIPLES THAT NEVER CHANGE. ©2008 Paul Isakson
  24. 24. COMMITTING = MARKETING FOR LONG TERM GROWTH ©2008 Paul Isakson
  25. 25. 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
  26. 26. 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
  27. 27. COMMITTING = CREATING AN EVOLVING COLLECTION OF COHERENT BRAND IDEAS AND EXPERIENCES OVER TIME ©2008 Paul Isakson
  28. 28. COMMITMENTS CREATE ©2008 Paul Isakson BRAND LOYALISTS
  29. 29. START COMMITTING ©2008 Paul Isakson
  30. 30. HOW DO WE START? ©2008 Paul Isakson
  31. 31. A FEW THOUGHTS ©2008 Paul Isakson
  32. 32. IF YOU DON’T DEFINE YOUR BRAND, SOMEONE ELSE WILL. ©2008 Paul Isakson
  33. 33. DEFINE WHO YOU ARE & WHAT YOU STAND FOR. COMMIT TO IT. ©2008 Paul Isakson
  34. 34. WHAT GOES INTO THE CLOUD, STAYS IN THE CLOUD. ©2008 Paul Isakson
  35. 35. THE PRODUCT REALLY IS THE MARKETING. MAKE BETTER PRODUCTS FIRST. ©2008 Paul Isakson
  36. 36. START LOOKING AT YOUR MARKETING AS A PROGRESSIVE STORY INSTEAD OF AS QUARTERLY CAMPAIGNS. ©2008 Paul Isakson
  37. 37. STOP PUTTING THE EXACT SAME STORY EVERYWHERE. PEOPLE LIKE STORIES WITH DEPTH AND COMPLEXITY. ©2008 Paul Isakson
  38. 38. FORGET ABOUT CONTROLLING THE MESSAGE. ©2008 Paul Isakson
  39. 39. FANS ARE GOING TO CREATE CONTENT FOR YOUR BRAND. ©2008 Paul Isakson
  40. 40. 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
  41. 41. THE WAY AND SPEED WITH WHICH PEOPLE DISCOVER, PROCESS AND SHARE INFORMATION HAS CHANGED DRAMATICALLY. ©2008 Paul Isakson
  42. 42. CREATE ROOM FOR AGILITY, FLEXIBILITY & ITERATION. ©2008 Paul Isakson
  43. 43. MAKE A COMMITMENT TO CREATING BETTER BRANDS. ©2008 Paul Isakson
  44. 44. THANK YOU ©2008 Paul Isakson
  45. 45. To keep the conversation going … Paul Isakson Head of Strategy space150 Email / paul.isakson@gmail.com Twitter / @paulisakson Blog / paulisakson.com/
  46. 46. 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
  47. 47. 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
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