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

1. Brand Signals Rick Turoczy Guest Speaker

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

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. “ ”

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

71. (RIP 2007)

72. Voice

73. Tagline

74. You deserve a break today. ™

75. Think different. ™

76. That was easy. ™

77. Product

81. Color

85. Typography

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

104. Smell

105. Aveeno

106. Ben-Gay

107. Vicks Vaporub

108. Taste

109. Remember the cereal taste test?

110. Starbucks specialty drinks

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?

125. What about negative brand signals?

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