Brand Signals Rick Turoczy Guest Speaker

Agenda Reminders Discussion Who is this guy and why is he here? What is brand? Brand Simple Brand signals Discussion

Reminders

Discussion

Who is this guy and why is he here?

What is brand?

Brand Simple

Brand signals

Discussion

Reminders Brand Simple Moonstruck Nicole is back next week Email Nicole with your teams immediately Submit top 3 brand choices by Feb 5

Brand Simple

Moonstruck

Nicole is back next week

Email Nicole with your teams immediately

Submit top 3 brand choices by Feb 5

Questions from last week?

Specific topics for today? (Off topic is fine)

Questions from Brand Simple?

Who am I?

I am the guy with 100+ slides

10+ years branding

Whitman College

Why am I here?

Obsessed

Disclaimer

I may oversimplify

I may not simplify

I may use jargon

I may repeat the same companies, over and over and over

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

What is brand?

Brand is an emotional reaction

Brand is a visceral reaction

Brand happens

Worst feedback?

It’s fine

Love is the goal

Hate is great

Reaction is a necessity

What is brand ing ?

Branding is the attempt to manage the signals that evoke that reaction

What is the ultimate goal of “branding” a company?

Illogical decisions

Brand occurs in the heart not the head

I want

I need

This connection is valuable

How much of the company do you think the brand is worth?

The Brand Gap, 2003

Brand can make or break a company

but ultimately

Brand is out of our control

Brand is not what you say it is

Brand is what they say it is

So how do we influence that reaction?

Brand Simple

Simple brand ideas result in powerful and memorable branding that people immediately connect with. “ ”

5 steps

Step 1: Establish your brand idea

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

Who you’re talking to

Who you want to beat

How you’re going to beat them

Step 2: Capture the essence of your idea

Successful branding occurs when your brand idea can stand up to a game of Telephone without any slips... “ ”

Step 3: Get your employees engaged in the idea

Everyone has to have the same brand recipe and know it by heart. “ ”

Step 4: Consider your brand’s name

One power signal is the mother of all of others: your brand name. “ ”

Step 5: Creating branding signals beyond the name

Brand signals

How many brands are you promoting at this very moment?

Brand signals

?

“Logo”

“Logo”

Logotype

Trademark

Symbol

Lockup

(RIP 2007)

Voice

Tagline

You deserve a break today. ™

Think different. ™

That was easy. ™

Product

Color

Typography

Sound

Ever watch a horror movie on mute?

“Jingle”

T-Mobile

Intel

Law & Order

Any of those artists you mentioned in the first class

This is slide 100

Southwest Airlines

Smell

Aveeno

Ben-Gay

Vicks Vaporub

Taste

Remember the cereal taste test?

Starbucks specialty drinks

Touch

OXO

Cheetos

Business card

Pricing

Endorsement

Word of mouth

Those were tangible brand signals

Is it possible to have intangible brand signals?

What about negative brand signals?

SNL

Hybrid

Guilt can be a very strong brand signal

That’s just a smattering of brand signals

How many brands are you promoting at this very moment?

Moonstruck

What did you do?

What is Moonstruck’s simple brand idea?

Moonstruck brand signals

The Good What is Moonstruck doing well?

The Bad What could Moonstruck be doing better?

The Ugly What opportunities are being missed?

What branding signals does Moonstruck own ?

Brand happens

Additional resources

The Brand Gap by Marty Neumeier

Brand Sense by Martin Lindstrom

Zag by Marty Neumeier

Contacting me

hypocritical www.hypocritical.com/blog

More than a living www.morethanaliving.com/blog

LinkedIn www.linkedin.com/in/turoczy

Return www.returncorp.com