Hello Memphis.
       April 23, 2009




Monday, April 27, 2009
A brief introduction to Zeus Jones.




Monday, April 27, 2009
Monday, April 27, 2009
Monday, April 27, 2009
Monday, April 27, 2009
Monday, April 27, 2009
Monday, April 27, 2009
Monday, April 27, 2009
Monday, April 27, 2009
Monday, April 27, 2009
Monday, April 27, 2009
Monday, April 27, 2009
Monday, April 27, 2009
Monday, April 27, 2009
We build modern brands.




Monday, April 27, 2009
The top 10 marketing
      and advertising books.
       As voted by readers of Advertising Age.
       March 2, 2009




...
Eight of them were written before Google
       started selling ads.




Monday, April 27, 2009
© Zeus Jones 2009
Monday, April 27, 2009
The role of a brand is still the same but
       almost everything else has changed.




Monday, April 27, 2009
A (classic) brand is simply a collection of perceptions
      in the mind of the consumer.
       Paul Feldwick - 1991



...
Brand building through imagery.




Monday, April 27, 2009
Brands built using communications.




                                            From the Flickr of Pink Ponk

Monday, A...
Branding solves communications problems.
                            From the Flickr of




                            Fr...
Monday, April 27, 2009
A (modern) brand is... simply the sum of the great
      ideas used to build that brand.
       John Grant - 2006




Mond...
Brand building through actual experience.




                                           From the Flickr of Justin Case

M...
Brands built through interactions.




                                            From the Flickr of jurek d

Monday, Apr...
Branding propelled by more interactions.




Monday, April 27, 2009
Brand Innovation Manifesto - John Grant

Monday, April 27, 2009
Modern branding isn’t taught in books it’s
       being created in the market.




Monday, April 27, 2009
Monday, April 27, 2009
Monday, April 27, 2009
Monday, April 27, 2009
Monday, April 27, 2009
13.86 in




                                                                                                             ...
Monday, April 27, 2009
Monday, April 27, 2009
Monday, April 27, 2009
Brands are a tool for business success.




Monday, April 27, 2009
Classic branding prevents business success.




                                           From the Flickr of hey mr glen
...
Modern brands are built for a modern world.




Monday, April 27, 2009
Modern brands aren’t built through
       communications.




Monday, April 27, 2009
Modern brands are defined by what they do.




Monday, April 27, 2009
Regardless of industry, modern brands are
       service businesses first and foremost.




Monday, April 27, 2009
Modern brands invest in people, products
       and experiences instead of media.




                                    ...
Modern brands aren’t built around a
       promise, they’re built around a belief.




Monday, April 27, 2009
Modern brand strength is built by sticking
       to your beliefs not by opening your wallet.




                        ...
Modern brands live in the hearts of your
       employees not in the minds of your customers.




Monday, April 27, 2009
Modern brand strategy is an HR discipline.




Monday, April 27, 2009
The differences between modern brands
       and classic brands are profound.




Monday, April 27, 2009
Classic brands               Modern brands

                          Delivering a promise          Guided by a purpose

 ...
Our industry needs to ask the profound
       questions.




Monday, April 27, 2009
What business are we in?


                                 What’s our role?


                           What do we actua...
The best thing about these questions is
       there isn’t one right answer.




Monday, April 27, 2009
The worst thing about these questions is
       that they aren’t being asked enough.




Monday, April 27, 2009
Thank you.
       zeusjones.com/blog
       twitter.com/adrianho




Monday, April 27, 2009
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Launch Memphis Workshop

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A presentation I gave at the launch Memphis/Southern Growth workshop in Memphis on April 23, 2009

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Launch Memphis Workshop

  1. 1. Hello Memphis. April 23, 2009 Monday, April 27, 2009
  2. 2. A brief introduction to Zeus Jones. Monday, April 27, 2009
  3. 3. Monday, April 27, 2009
  4. 4. Monday, April 27, 2009
  5. 5. Monday, April 27, 2009
  6. 6. Monday, April 27, 2009
  7. 7. Monday, April 27, 2009
  8. 8. Monday, April 27, 2009
  9. 9. Monday, April 27, 2009
  10. 10. Monday, April 27, 2009
  11. 11. Monday, April 27, 2009
  12. 12. Monday, April 27, 2009
  13. 13. Monday, April 27, 2009
  14. 14. Monday, April 27, 2009
  15. 15. We build modern brands. Monday, April 27, 2009
  16. 16. The top 10 marketing and advertising books. As voted by readers of Advertising Age. March 2, 2009 © Zeus Jones 2009 Monday, April 27, 2009
  17. 17. Eight of them were written before Google started selling ads. Monday, April 27, 2009
  18. 18. © Zeus Jones 2009 Monday, April 27, 2009
  19. 19. The role of a brand is still the same but almost everything else has changed. Monday, April 27, 2009
  20. 20. A (classic) brand is simply a collection of perceptions in the mind of the consumer. Paul Feldwick - 1991 Monday, April 27, 2009
  21. 21. Brand building through imagery. Monday, April 27, 2009
  22. 22. Brands built using communications. From the Flickr of Pink Ponk Monday, April 27, 2009
  23. 23. Branding solves communications problems. From the Flickr of From the Flickr of Monday, April 27, 2009
  24. 24. Monday, April 27, 2009
  25. 25. A (modern) brand is... simply the sum of the great ideas used to build that brand. John Grant - 2006 Monday, April 27, 2009
  26. 26. Brand building through actual experience. From the Flickr of Justin Case Monday, April 27, 2009
  27. 27. Brands built through interactions. From the Flickr of jurek d Monday, April 27, 2009
  28. 28. Branding propelled by more interactions. Monday, April 27, 2009
  29. 29. Brand Innovation Manifesto - John Grant Monday, April 27, 2009
  30. 30. Modern branding isn’t taught in books it’s being created in the market. Monday, April 27, 2009
  31. 31. Monday, April 27, 2009
  32. 32. Monday, April 27, 2009
  33. 33. Monday, April 27, 2009
  34. 34. Monday, April 27, 2009
  35. 35. 13.86 in 13.86 in 21.14 in 21.14 in 13.86 in 4 Fallon | Minneapolis Client: United Publications: Issue: Ext: WSJ Job #: ual12243 File Name: ual12243v1_Continents_WSJ.indd Description: C-11 (coming out of) — Continents Rev. Date/Time: 01.19.06 3:17 PM Artist: Jamie Caliri Bleed: n/a Production Artist: Stephanie Samalis Trim: Art Director: Bob Barrie Live: 13.86 x 21.14 Writer: Stuart D’Rozario Gutter allowance: none Producer: Paul Morita Media: FP 4C Project Manager: Kelly Yaremchuk Fonts: Helvetica Neue 45 and 55 Arial and Arial Black for marks and slug Art Buyer: Shawn Smith Group Head: Stuart D’Rozario Ink Colors: CMYK Account Executive: Ryan Van Haaften 13.86 in It’s time to fly. 21.14 in 3 Fallon | Minneapolis Client: United Publications: Issue: Ext: WSJ Job #: ual12243 File Name: ual12243v1_Pencil_WSJ.indd Description: C-11 (coming out of) — Pencil Rev. Date/Time: 01.19.06 3:17 PM Artist: Jamie Caliri Bleed: n/a Production Artist: Stephanie Samalis Trim: Art Director: Bob Barrie Live: 13.86 x 21.14 Writer: Stuart D’Rozario Gutter allowance: none Producer: Paul Morita Media: FP 4C Project Manager: Kelly Yaremchuk Fonts: Helvetica Neue 45 and 55 Arial and Arial Black for marks and slug Art Buyer: Shawn Smith Group Head: Stuart D’Rozario Ink Colors: CMYK Account Executive: Ryan Van Haaften 21.14 in 1 Fallon | Minneapolis Client: United Publications: Issue: Ext: WSJ Job #: ual12243 File Name: ual12243v1_Balloon_WSJ.indd Description: C-11 (coming out of) — Balloon Rev. Date/Time: 01.19.06 3:17 PM Artist: Jamie Caliri Bleed: n/a Production Artist: Stephanie Samalis Trim: Art Director: Bob Barrie Live: 13.86 x 21.14 Writer: Stuart D’Rozario Gutter allowance: none Producer: Paul Morita Media: FP 4C Project Manager: Kelly Yaremchuk Fonts: Helvetica Neue 45 and 55 Arial and Arial Black for marks and slug Art Buyer: Shawn Smith Group Head: Stuart D’Rozario Ink Colors: CMYK Account Executive: Ryan Van Haaften 5 Fallon | Minneapolis Client: United Publications: Issue: Ext: WSJ Job #: ual12243 File Name: ual12243v1_SilverBirds_WSJ.indd Description: C-11 (coming out of) — SilverBirds Rev. Date/Time: 01.19.06 3:17 PM Artist: Jamie Caliri Bleed: n/a Production Artist: Stephanie Samalis Trim: Art Director: Bob Barrie Live: 13.86 x 21.14 Writer: Stuart D’Rozario Gutter allowance: none Producer: Paul Morita Media: FP 4C Project Manager: Kelly Yaremchuk Fonts: Helvetica Neue 45 and 55 Arial and Arial Black for marks and slug Art Buyer: Shawn Smith Group Head: Stuart D’Rozario Ink Colors: CMYK Account Executive: Ryan Van Haaften Monday, April 27, 2009
  36. 36. Monday, April 27, 2009
  37. 37. Monday, April 27, 2009
  38. 38. Monday, April 27, 2009
  39. 39. Brands are a tool for business success. Monday, April 27, 2009
  40. 40. Classic branding prevents business success. From the Flickr of hey mr glen Monday, April 27, 2009
  41. 41. Modern brands are built for a modern world. Monday, April 27, 2009
  42. 42. Modern brands aren’t built through communications. Monday, April 27, 2009
  43. 43. Modern brands are defined by what they do. Monday, April 27, 2009
  44. 44. Regardless of industry, modern brands are service businesses first and foremost. Monday, April 27, 2009
  45. 45. Modern brands invest in people, products and experiences instead of media. Via PSFK Monday, April 27, 2009
  46. 46. Modern brands aren’t built around a promise, they’re built around a belief. Monday, April 27, 2009
  47. 47. Modern brand strength is built by sticking to your beliefs not by opening your wallet. From the Flickr of niznoz Monday, April 27, 2009
  48. 48. Modern brands live in the hearts of your employees not in the minds of your customers. Monday, April 27, 2009
  49. 49. Modern brand strategy is an HR discipline. Monday, April 27, 2009
  50. 50. The differences between modern brands and classic brands are profound. Monday, April 27, 2009
  51. 51. Classic brands Modern brands Delivering a promise Guided by a purpose Internal structure Internal culture Singular consistent messages Multiple coherent ideas Communicate an image Deliver an experience Trust through authority Trust through transparency Controlling Empowering Marketing as a layer Marketing is built-in Create a transactional relationship Create a community Monday, April 27, 2009
  52. 52. Our industry needs to ask the profound questions. Monday, April 27, 2009
  53. 53. What business are we in? What’s our role? What do we actually produce? How do we do it? What kinds of people do we need? Monday, April 27, 2009
  54. 54. The best thing about these questions is there isn’t one right answer. Monday, April 27, 2009
  55. 55. The worst thing about these questions is that they aren’t being asked enough. Monday, April 27, 2009
  56. 56. Thank you. zeusjones.com/blog twitter.com/adrianho Monday, April 27, 2009
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