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.

© 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 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.
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