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Modern branding
October17, 2009
The top 10 marketing
and advertising books.
As voted by readers of Advertising Age.
March 2, 2009




                    ...
Many of them are over 40 years old.
© Zeus Jones 2009
Eight of them were written before Google
started selling ads.
© Zeus Jones 2009
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 ...
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




                                                                                                             ...
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.




                               ...
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

        Int...
Workshop
 Create your tool


 Write some supporting documentation


 Show an example of it in use


 List all your team me...
Thank you.
zeusjones.com/blog
twitter.com/adrianho
twitter.com/robwhitezj
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Modern Brands V1

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The presentation that Adrian and Rob gave at Planningness in San Francisco. Was used to kick off a worksession to create new marketing tools.

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Transcript of "Modern Brands V1"

  1. 1. Modern branding October17, 2009
  2. 2. The top 10 marketing and advertising books. As voted by readers of Advertising Age. March 2, 2009 © Zeus Jones 2009
  3. 3. Many of them are over 40 years old.
  4. 4. © Zeus Jones 2009
  5. 5. Eight of them were written before Google started selling ads.
  6. 6. © Zeus Jones 2009
  7. 7. A (classic) brand is simply a collection of perceptions in the mind of the consumer. Paul Feldwick - 1991
  8. 8. Brand building through imagery.
  9. 9. Brands built using communications. From the Flickr of Pink Ponk
  10. 10. Branding solves communications problems. From the Flickr of From the Flickr of
  11. 11. A (modern) brand is... simply the sum of the great ideas used to build that brand. John Grant - 2006
  12. 12. Brand building through actual experience. From the Flickr of Justin Case
  13. 13. Brands built through interactions. From the Flickr of jurek d
  14. 14. Branding improved by more interactions.
  15. 15. Brand Innovation Manifesto - John Grant
  16. 16. Modern branding isn’t taught in books it’s being created in the market.
  17. 17. 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
  18. 18. Modern brands aren’t built through communications.
  19. 19. Modern brands are defined by what they do.
  20. 20. Modern brands aren’t built around a promise, they’re built around a belief.
  21. 21. Modern brand strength is built by sticking to your beliefs not by opening your wallet. From the Flickr of niznoz
  22. 22. Modern brands live in the hearts of your employees not in the minds of your customers.
  23. 23. Modern brand strategy is an HR discipline.
  24. 24. The differences between modern brands and classic brands are profound.
  25. 25. 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
  26. 26. 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
  27. 27. Thank you. zeusjones.com/blog twitter.com/adrianho twitter.com/robwhitezj
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