Brand Signals Rick Turoczy  Guest Speaker
Agenda <ul><li>Reminders </li></ul><ul><li>Discussion </li></ul><ul><li>Who is this guy and why is he here? </li></ul><ul>...
Reminders <ul><li>Brand Simple </li></ul><ul><li>Moonstruck </li></ul><ul><li>Nicole is back next week </li></ul><ul><li>E...
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 see...
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. “ ”
<ul><li>Who you’re talking to </li></ul><ul><li>Who you want to beat </li></ul><ul><li>How you’re going to beat them </li>...
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
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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

Published in: Business, Health & Medicine
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  • Great presentation Can you send me a copy of it please? Tks
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  • Can you send me a copy of it please? cristinamendoza@cablevision.net.mx
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  • the best I see in a long time
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  • I would love to have that presentation, It´s great!! can you email it? kristinamay@mayk.dk
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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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  • Brand Signals

    1. 1. Brand Signals Rick Turoczy Guest Speaker
    2. 2. Agenda <ul><li>Reminders </li></ul><ul><li>Discussion </li></ul><ul><li>Who is this guy and why is he here? </li></ul><ul><li>What is brand? </li></ul><ul><li>Brand Simple </li></ul><ul><li>Brand signals </li></ul><ul><li>Discussion </li></ul>
    3. 3. Reminders <ul><li>Brand Simple </li></ul><ul><li>Moonstruck </li></ul><ul><li>Nicole is back next week </li></ul><ul><li>Email Nicole with your teams immediately </li></ul><ul><li>Submit top 3 brand choices by Feb 5 </li></ul>
    4. 4. Questions from last week?
    5. 5. Specific topics for today? (Off topic is fine)
    6. 6. Questions from Brand Simple?
    7. 7. Who am I?
    8. 8. I am the guy with 100+ slides
    9. 10. 10+ years branding
    10. 11. Whitman College
    11. 12. Why am I here?
    12. 13. Obsessed
    13. 14. Disclaimer
    14. 15. I may oversimplify
    15. 16. I may not simplify
    16. 17. I may use jargon
    17. 18. I may repeat the same companies, over and over and over
    18. 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
    19. 20. What is brand?
    20. 21. Brand is an emotional reaction
    21. 22. Brand is a visceral reaction
    22. 23. Brand happens
    23. 24. Worst feedback?
    24. 25. It’s fine
    25. 26. Love is the goal
    26. 27. Hate is great
    27. 28. Reaction is a necessity
    28. 29. What is brand ing ?
    29. 30. Branding is the attempt to manage the signals that evoke that reaction
    30. 31. What is the ultimate goal of “branding” a company?
    31. 32. Illogical decisions
    32. 33. Brand occurs in the heart not the head
    33. 34. I want
    34. 35. I need
    35. 36. This connection is valuable
    36. 37. How much of the company do you think the brand is worth?
    37. 38. The Brand Gap, 2003
    38. 39. Brand can make or break a company
    39. 40. but ultimately
    40. 41. Brand is out of our control
    41. 42. Brand is not what you say it is
    42. 43. Brand is what they say it is
    43. 44. So how do we influence that reaction?
    44. 45. Brand Simple
    45. 46. Simple brand ideas result in powerful and memorable branding that people immediately connect with. “ ”
    46. 47. 5 steps
    47. 48. Step 1: Establish your brand idea
    48. 49. 80 percent of [branding] fails... because it’s not based on a powerful idea. “ ”
    49. 50. <ul><li>Who you’re talking to </li></ul><ul><li>Who you want to beat </li></ul><ul><li>How you’re going to beat them </li></ul>
    50. 51. Step 2: Capture the essence of your idea
    51. 52. Successful branding occurs when your brand idea can stand up to a game of Telephone without any slips... “ ”
    52. 53. Step 3: Get your employees engaged in the idea
    53. 54. Everyone has to have the same brand recipe and know it by heart. “ ”
    54. 55. Step 4: Consider your brand’s name
    55. 56. One power signal is the mother of all of others: your brand name. “ ”
    56. 57. Step 5: Creating branding signals beyond the name
    57. 58. Brand signals
    58. 59. How many brands are you promoting at this very moment?
    59. 60. Brand signals
    60. 61. ?
    61. 62. “Logo”
    62. 63. “Logo”
    63. 64. Logotype
    64. 65. Trademark
    65. 66. Symbol
    66. 67. Lockup
    67. 71. (RIP 2007)
    68. 72. Voice
    69. 73. Tagline
    70. 74. You deserve a break today. ™
    71. 75. Think different. ™
    72. 76. That was easy. ™
    73. 77. Product
    74. 81. Color
    75. 85. Typography
    76. 93. Sound
    77. 94. Ever watch a horror movie on mute?
    78. 95. “Jingle”
    79. 96. T-Mobile
    80. 97. Intel
    81. 98. Law & Order
    82. 99. Any of those artists you mentioned in the first class
    83. 100. This is slide 100
    84. 101. Southwest Airlines
    85. 104. Smell
    86. 105. Aveeno
    87. 106. Ben-Gay
    88. 107. Vicks Vaporub
    89. 108. Taste
    90. 109. Remember the cereal taste test?
    91. 110. Starbucks specialty drinks
    92. 112. Touch
    93. 113. OXO
    94. 114. Cheetos
    95. 115. Business card
    96. 116. Pricing
    97. 117. Endorsement
    98. 118. Word of mouth
    99. 119. Those were tangible brand signals
    100. 120. Is it possible to have intangible brand signals?
    101. 125. What about negative brand signals?
    102. 128. SNL
    103. 129. Hybrid
    104. 130. Guilt can be a very strong brand signal
    105. 131. That’s just a smattering of brand signals
    106. 132. How many brands are you promoting at this very moment?
    107. 133. Moonstruck
    108. 134. What did you do?
    109. 135. What is Moonstruck’s simple brand idea?
    110. 136. Moonstruck brand signals
    111. 137. The Good What is Moonstruck doing well?
    112. 138. The Bad What could Moonstruck be doing better?
    113. 139. The Ugly What opportunities are being missed?
    114. 140. What branding signals does Moonstruck own ?
    115. 141. Brand happens
    116. 142. Additional resources
    117. 143. The Brand Gap by Marty Neumeier
    118. 144. Brand Sense by Martin Lindstrom
    119. 145. Zag by Marty Neumeier
    120. 146. Contacting me
    121. 147. hypocritical www.hypocritical.com/blog
    122. 148. More than a living www.morethanaliving.com/blog
    123. 149. LinkedIn www.linkedin.com/in/turoczy
    124. 150. Return www.returncorp.com

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