Brandculture
A brand is a person's gut feeling
about a product, service, or company.
         – Marty Neumeier
          The Brand Gap
1600
We don’t like to be talked at
               &
we don’t trust commercials
Brands I trust….
You own the product
           They own the brand
Perceived Value
                                                      Relevant
 Differentiated




Competitive            ...
If you have to tell someone you
are special you are probably not…
Create something
remarkable:
a product, an
experience and a
story that people
remember
                    Seth Godin
A brand is a promise
             Your brand




  Brand                   Marketplace
ambassador                Customers
“We live in a world where the little things really do
matter.
Each encounter no matter how brief is a
              micro ...
Interactions + feelings = brand



             Dave Armano, Logic + Emotion
How does one build an
   authentic and relevant
brand that is aligned and value
creating in all touchpoints with
 it’s cus...
It’s not easy
Some cases, that I think does a
         great job
Not all superheroes
wear capes

                      ”
If you feel like having a panic attack?



 Get out!  You are too old!
Culture eats
strategy
For breakfast
The Brand building process
                                                        Deliver Brand Promise
                 ...
Simply put, the strongest brands
are who they say they are.

They are built with their customer,
and they are built by lea...
Brandculture Presentation
Brandculture Presentation
Brandculture Presentation
Brandculture Presentation
Brandculture Presentation
Brandculture Presentation
Brandculture Presentation
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Brandculture Presentation

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Presentation I used at SBP Inspiration Day 11/06/09

Published in: Business, Technology
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  • Hi Thomas, nice presentation. May I ask if it's possible for you to share it with me at info@bmg.net.pl?
    / Robert
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  • Dear Thomas,
    Your slides are so great. May I ask if it is possible for you to share with me at
    citynirvana@hotmail.com
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  • Hi Thomas, Will it be possible for you to share the presentation with me on alaap.t@gmail.com
    Thanks,
    Alaap
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  • Thank you for the presentation!
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  • The main point of the presentation was that brands today are not only built through advertising and logos but also through the interactions between the customer and the brand. This has probably always been the fact but the rise of Web 2.0 applications means that the customers can now much faster communicate with each other. For brands it means that we need to design every touch point to deliver our brand promise and develop every employee in to a brand ambassador that can deliver this promise in every interaction.
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Transcript of "Brandculture Presentation"

  1. 1. Brandculture
  2. 2. A brand is a person's gut feeling about a product, service, or company. – Marty Neumeier The Brand Gap
  3. 3. 1600
  4. 4. We don’t like to be talked at & we don’t trust commercials
  5. 5. Brands I trust….
  6. 6. You own the product They own the brand
  7. 7. Perceived Value Relevant Differentiated Competitive Needs & position Dreams Undifferentiated Irrelevant Markedsprisen Price Premium
  8. 8. If you have to tell someone you are special you are probably not…
  9. 9. Create something remarkable: a product, an experience and a story that people remember Seth Godin
  10. 10. A brand is a promise Your brand Brand Marketplace ambassador Customers
  11. 11. “We live in a world where the little things really do matter. Each encounter no matter how brief is a micro interaction which makes a deposit or withdrawal from our rational and emotional subconscious. The sum of these interactions and encounters adds up to how we feel about a particular product, brand or service. Little things. Feelings. They influence our everyday behaviors more than we realize.” Dave Armano, Logic + Emotion
  12. 12. Interactions + feelings = brand Dave Armano, Logic + Emotion
  13. 13. How does one build an authentic and relevant brand that is aligned and value creating in all touchpoints with it’s customers and offers me an experience I want to tell others about...
  14. 14. It’s not easy
  15. 15. Some cases, that I think does a great job
  16. 16. Not all superheroes wear capes ”
  17. 17. If you feel like having a panic attack? Get out! You are too old!
  18. 18. Culture eats strategy For breakfast
  19. 19. The Brand building process Deliver Brand Promise in all touch points Develop People Design touch points Define Brand Strategy Discover DNA
  20. 20. Simply put, the strongest brands are who they say they are. They are built with their customer, and they are built by leaders who focus on converting transactions into lasting relationships. - Derrick Daye, Branding Strategy Insider

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