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Brand Signals

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Expanding the concept of branding from a purely visual practice to a sensory and experiential activity

Expanding the concept of branding from a purely visual practice to a sensory and experiential activity

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  • Hi, great ppt! Could you please send me the presentation? It could help me for next presentations. I m student in a business school. Thank you very much. stephanie_stalmans@hotmail.com
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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. “ ”
  • 50.
    • Who you’re talking to
    • Who you want to beat
    • How you’re going to beat them
  • 51. Step 2: Capture the essence of your idea
  • 52. Successful branding occurs when your brand idea can stand up to a game of Telephone without any slips... “ ”
  • 53. Step 3: Get your employees engaged in the idea
  • 54. Everyone has to have the same brand recipe and know it by heart. “ ”
  • 55. Step 4: Consider your brand’s name
  • 56. One power signal is the mother of all of others: your brand name. “ ”
  • 57. Step 5: Creating branding signals beyond the name
  • 58. Brand signals
  • 59. How many brands are you promoting at this very moment?
  • 60. Brand signals
  • 61. ?
  • 62. “Logo”
  • 63. “Logo”
  • 64. Logotype
  • 65. Trademark
  • 66. Symbol
  • 67. Lockup
  • 68.  
  • 69.  
  • 70.  
  • 71. (RIP 2007)
  • 72. Voice
  • 73. Tagline
  • 74. You deserve a break today. ™
  • 75. Think different. ™
  • 76. That was easy. ™
  • 77. Product
  • 78.  
  • 79.  
  • 80.  
  • 81. Color
  • 82.  
  • 83.  
  • 84.  
  • 85. Typography
  • 86.  
  • 87.  
  • 88.  
  • 89.  
  • 90.  
  • 91.  
  • 92.  
  • 93. Sound
  • 94. Ever watch a horror movie on mute?
  • 95. “Jingle”
  • 96. T-Mobile
  • 97. Intel
  • 98. Law & Order
  • 99. Any of those artists you mentioned in the first class
  • 100. This is slide 100
  • 101. Southwest Airlines
  • 102.  
  • 103.  
  • 104. Smell
  • 105. Aveeno
  • 106. Ben-Gay
  • 107. Vicks Vaporub
  • 108. Taste
  • 109. Remember the cereal taste test?
  • 110. Starbucks specialty drinks
  • 111.  
  • 112. Touch
  • 113. OXO
  • 114. Cheetos
  • 115. Business card
  • 116. Pricing
  • 117. Endorsement
  • 118. Word of mouth
  • 119. Those were tangible brand signals
  • 120. Is it possible to have intangible brand signals?
  • 121.  
  • 122.  
  • 123.  
  • 124.  
  • 125. What about negative brand signals?
  • 126.  
  • 127.  
  • 128. SNL
  • 129. Hybrid
  • 130. Guilt can be a very strong brand signal
  • 131. That’s just a smattering of brand signals
  • 132. How many brands are you promoting at this very moment?
  • 133. Moonstruck
  • 134. What did you do?
  • 135. What is Moonstruck’s simple brand idea?
  • 136. Moonstruck brand signals
  • 137. The Good What is Moonstruck doing well?
  • 138. The Bad What could Moonstruck be doing better?
  • 139. The Ugly What opportunities are being missed?
  • 140. What branding signals does Moonstruck own ?
  • 141. Brand happens
  • 142. Additional resources
  • 143. The Brand Gap by Marty Neumeier
  • 144. Brand Sense by Martin Lindstrom
  • 145. Zag by Marty Neumeier
  • 146. Contacting me
  • 147. hypocritical www.hypocritical.com/blog
  • 148. More than a living www.morethanaliving.com/blog
  • 149. LinkedIn www.linkedin.com/in/turoczy
  • 150. Return www.returncorp.com