Brand Signals

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Brand Signals - Presentation Transcript

  1. Brand Signals Rick Turoczy Guest Speaker
  2. Agenda
    • Reminders
    • Discussion
    • Who is this guy and why is he here?
    • What is brand?
    • Brand Simple
    • Brand signals
    • Discussion
  3. Reminders
    • Brand Simple
    • Moonstruck
    • Nicole is back next week
    • Email Nicole with your teams immediately
    • Submit top 3 brand choices by Feb 5
  4. Questions from last week?
  5. Specific topics for today? (Off topic is fine)
  6. Questions from Brand Simple?
  7. Who am I?
  8. I am the guy with 100+ slides
  9.  
  10. 10+ years branding
  11. Whitman College
  12. Why am I here?
  13. Obsessed
  14. Disclaimer
  15. I may oversimplify
  16. I may not simplify
  17. I may use jargon
  18. I may repeat the same companies, over and over and over
  19. I may start making strange semantic arguments and go flying off on tangents which result in long-winded diatribes that seem to have no bearing on this class, whatsoever
  20. What is brand?
  21. Brand is an emotional reaction
  22. Brand is a visceral reaction
  23. Brand happens
  24. Worst feedback?
  25. It’s fine
  26. Love is the goal
  27. Hate is great
  28. Reaction is a necessity
  29. What is brand ing ?
  30. Branding is the attempt to manage the signals that evoke that reaction
  31. What is the ultimate goal of “branding” a company?
  32. Illogical decisions
  33. Brand occurs in the heart not the head
  34. I want
  35. I need
  36. This connection is valuable
  37. How much of the company do you think the brand is worth?
  38. The Brand Gap, 2003
  39. Brand can make or break a company
  40. but ultimately
  41. Brand is out of our control
  42. Brand is not what you say it is
  43. Brand is what they say it is
  44. So how do we influence that reaction?
  45. Brand Simple
  46. Simple brand ideas result in powerful and memorable branding that people immediately connect with. “ ”
  47. 5 steps
  48. Step 1: Establish your brand idea
  49. 80 percent of [branding] fails... because it’s not based on a powerful idea. “ ”
    • Who you’re talking to
    • Who you want to beat
    • How you’re going to beat them
  50. Step 2: Capture the essence of your idea
  51. Successful branding occurs when your brand idea can stand up to a game of Telephone without any slips... “ ”
  52. Step 3: Get your employees engaged in the idea
  53. Everyone has to have the same brand recipe and know it by heart. “ ”
  54. Step 4: Consider your brand’s name
  55. One power signal is the mother of all of others: your brand name. “ ”
  56. Step 5: Creating branding signals beyond the name
  57. Brand signals
  58. How many brands are you promoting at this very moment?
  59. Brand signals
  60. ?
  61. “Logo”
  62. “Logo”
  63. Logotype
  64. Trademark
  65. Symbol
  66. Lockup
  67.  
  68.  
  69.  
  70. (RIP 2007)
  71. Voice
  72. Tagline
  73. You deserve a break today. ™
  74. Think different. ™
  75. That was easy. ™
  76. Product
  77.  
  78.  
  79.  
  80. Color
  81.  
  82.  
  83.  
  84. Typography
  85.  
  86.  
  87.  
  88.  
  89.  
  90.  
  91.  
  92. Sound
  93. Ever watch a horror movie on mute?
  94. “Jingle”
  95. T-Mobile
  96. Intel
  97. Law & Order
  98. Any of those artists you mentioned in the first class
  99. This is slide 100
  100. Southwest Airlines
  101.  
  102.  
  103. Smell
  104. Aveeno
  105. Ben-Gay
  106. Vicks Vaporub
  107. Taste
  108. Remember the cereal taste test?
  109. Starbucks specialty drinks
  110.  
  111. Touch
  112. OXO
  113. Cheetos
  114. Business card
  115. Pricing
  116. Endorsement
  117. Word of mouth
  118. Those were tangible brand signals
  119. Is it possible to have intangible brand signals?
  120.  
  121.  
  122.  
  123.  
  124. What about negative brand signals?
  125.  
  126.  
  127. SNL
  128. Hybrid
  129. Guilt can be a very strong brand signal
  130. That’s just a smattering of brand signals
  131. How many brands are you promoting at this very moment?
  132. Moonstruck
  133. What did you do?
  134. What is Moonstruck’s simple brand idea?
  135. Moonstruck brand signals
  136. The Good What is Moonstruck doing well?
  137. The Bad What could Moonstruck be doing better?
  138. The Ugly What opportunities are being missed?
  139. What branding signals does Moonstruck own ?
  140. Brand happens
  141. Additional resources
  142. The Brand Gap by Marty Neumeier
  143. Brand Sense by Martin Lindstrom
  144. Zag by Marty Neumeier
  145. Contacting me
  146. hypocritical www.hypocritical.com/blog
  147. More than a living www.morethanaliving.com/blog
  148. LinkedIn www.linkedin.com/in/turoczy
  149. Return www.returncorp.com

+ Rick TuroczyRick Turoczy, 3 years ago

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