Modern Brands V1

Modern Brands V1 - Presentation Transcript

Modern branding October17, 2009

The top 10 marketing and advertising books. As voted by readers of Advertising Age. March 2, 2009 © Zeus Jones 2009

Many of them are over 40 years old.

Eight of them were written before Google started selling ads.

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

Brand building through imagery.

Brands built using communications. From the Flickr of Pink Ponk

Branding solves communications problems. From the Flickr of From the Flickr of

A (modern) brand is... simply the sum of the great ideas used to build that brand. John Grant - 2006

Brand building through actual experience. From the Flickr of Justin Case

Brands built through interactions. From the Flickr of jurek d

Branding improved by more interactions.

Brand Innovation Manifesto - John Grant

Modern branding isn’t taught in books it’s being created in the market.

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 Bleed: n/a Artist: Jamie Caliri Trim: Production Artist: Stephanie Samalis Live: 13.86 x 21.14 Art Director: Bob Barrie Gutter allowance: none Writer: Stuart D’Rozario Media: FP 4C Producer: Paul Morita Fonts: Helvetica Neue 45 and 55 Project Manager: Kelly Yaremchuk 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 Bleed: n/a Artist: Jamie Caliri Trim: Production Artist: Stephanie Samalis Live: 13.86 x 21.14 Art Director: Bob Barrie Gutter allowance: none Writer: Stuart D’Rozario Media: FP 4C Producer: Paul Morita Fonts: Helvetica Neue 45 and 55 Project Manager: Kelly Yaremchuk 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 Bleed: n/a Artist: Jamie Caliri Trim: Production Artist: Stephanie Samalis Live: 13.86 x 21.14 Art Director: Bob Barrie Gutter allowance: none Writer: Stuart D’Rozario Media: FP 4C Producer: Paul Morita Fonts: Helvetica Neue 45 and 55 Project Manager: Kelly Yaremchuk 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 Bleed: n/a Artist: Jamie Caliri Trim: Production Artist: Stephanie Samalis Live: 13.86 x 21.14 Art Director: Bob Barrie Gutter allowance: none Writer: Stuart D’Rozario Media: FP 4C Producer: Paul Morita Fonts: Helvetica Neue 45 and 55 Project Manager: Kelly Yaremchuk 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

Modern brands aren’t built through communications.

Modern brands are defined by what they do.

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

Modern brand strength is built by sticking to your beliefs not by opening your wallet. From the Flickr of niznoz

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

Modern brand strategy is an HR discipline.

The differences between modern brands and classic brands are profound.

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 Strive for perfection Progress by iterating Controlling Empowering Marketing as a layer Marketing is built-in Create a transactional relationship Create a community

Workshop Create your tool Write some supporting documentation Show an example of it in use List all your team members Present back to the group

Thank you. zeusjones.com/blog twitter.com/adrianho twitter.com/robwhitezj