<ul><li>thoughts on branding and beyond.
</li></ul><ul><li>ravi s. kudesia / www.bladeandgrip.com </li></ul>one. authenticity and alignment two. granularity: the macro explained through the micro. three. umbrella ideas and creative raindrops ? ? ? ? ? ? ? ? ? ? ? ? ?
what you do speaks so
loudly that others can hardly hear what you say. be authentic. deliver the experience your brand promises. marketing is not merely packaging, packaging is part of marketing.
confession. I find the buzzwords-and-models
approach to marketing a little reductive; it often distracts rather than illuminates. thus my reservation in contributing my own model to the mix: a framework for increasing alignment in branding campaigns. it understands engagement as the progression of customers through three states of relationships. in doing so, firms can consistently meet customers at precious places of commonality. branding, promotion and loyalty are the three roles of marketing: creating a space, inviting users in, and then retaining them there.
ex 1: the market is
invariably cluttered, but perhaps not as much as the mind of a customer. previous slide: the universe explained through art by Brooklyn sculptor Josiah McElheny.
the mall thought experiment imagine
walking through your local mall seeing the diverse storefronts vying for attention: colors, logos, music, decorations, promotions, employees, samples. some instantly recognized, some vaguely familiar and others completely irrelevant. the mall is your mind. the size of the stores in your mental mall indicates that firm’s mind-share of you. the number of stores present is your selection set. the distance between the actual and mental storefronts measures the effectiveness of branding communications. thus we can understand the market through deeply understanding the individual.
<ul><li>b. </li></ul>define yourself online, or
be defined by the clutter use whatever media work, there is no one answer. people, think corporate: your point of differentiation, media plan, etc. corporations, think people: your brand personality, values, etc. a. branding takes you places