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branding for the rest of us
Hi. Iʼm Aaron.
Hi. Iʼm Aaron.

Tweet four words
  what are your immediate impressions
  about me?
  use #atpres1
Hi. Iʼm Aaron.
Hi. Iʼm Aaron.

Humans categorize others in less than 150
milliseconds.
 Harvard Business Review-September 2003
agenda
brand and branding
  obsessive branding disorder
  the greatest rebranding ever
  context is king
andingbrandingbrandingbrandingbrandingbrandingbrandi
andingbrandingbrandingbrandingbrandingbrandingbrandi
andingbrandingbr...
andingbrandingbrandingbrandingbrandingbrandingbrandi
andingbrandingbrandingbrandingbrandingbrandingbrandi
andingbrandingbr...
andingbrandingbrandingbrandingbrandingbrandingbrandi
 andingbrandingbrandingbrandingbrandingbrandingbrandi
 andingbranding...
strategy
strategy
simple side of complexity
strategy
simple side of complexity
strategy
simple side of complexity


  Where will we play?
strategy
simple side of complexity


  Where will we play?
    How will we win?
strategy
simple side of complexity


  Where will we play?
    How will we win?
      Is it worth it?
obsessive branding disorder
obsessive branding disorder
obsessive branding disorder
roots of OBD
roots of OBD




Fear of the Unearned
movie clip from Election
roots of OBD




Fear of the Unearned       Fear of the Irrelevant
movie clip from Election   movie clip from American Bea...
obsessive branding disorder
obsessive branding disorder
inflated self importance
obsessive branding disorder
obsessive branding disorder
fantasy concepts
obsessive branding disorder
obsessive branding disorder
complication equals quality
obsessive branding disorder
complication equals quality
obsessive branding disorder
complication equals quality
the typical branding process...
the typical branding process...
 live it - donʼt just say it
the typical branding process...
 live it - donʼt just say it

 make sure everyoneʼs voice is involved
the typical branding process...
 live it - donʼt just say it

 make sure everyoneʼs voice is involved

 take risks - diffe...
the typical branding process...
 live it - donʼt just say it

 make sure everyoneʼs voice is involved

 take risks - diffe...
the typical branding process...
 live it - donʼt just say it

 make sure everyoneʼs voice is involved

 take risks - diffe...
the typical branding process...
 live it - donʼt just say it

 make sure everyoneʼs voice is involved

 take risks - diffe...
...is just a re-brand
 live it - donʼt just say it
 Model The Way
 make sure everyoneʼs voice is involved
 Inspire A Share...
characteristics of a good brand

 Honest

 Forward Looking

 Inspiring

 Competent
...are those of admired leaders

 Honest

 Forward Looking

 Inspiring

 Competent
context is king



                  Text




        montage of Alice in Wonderland
context is king
avoiding the rabbit hole - recognizing the strategic context



                           Text




      ...
context is king
context is king
olfactory branding (right for/isnʼt right for)
context is king
olfactory branding (right for/isnʼt right for)
context is king
olfactory branding (right for/isnʼt right for)
context is king
context is king
mass advertising (right for/isnʼt right for)
context is king
mass advertising (right for/isnʼt right for)
context is king
mass advertising (right for/isnʼt right for)
context is king
mass advertising (right for/isnʼt right for)
context is king
Be sure of the worth of your goals.
Donʼt waste effort on the
      Unnecessary
      Irrelevant
      Imp...
context is king
Key leadership abilities:
      Awareness (knowledge or cognizance)
      Flexibility (adaptable or variab...
the new golden rule

Donʼt do unto others as you
would have them do unto you.

Do unto others as they would be
done unto.
whoʼs in charge here?
whoʼs in charge here?
The era of the beat-the-consumer-into-
submission marketing approach is over.
  Landor Associates Bl...
Hi. Iʼm still Aaron.

Tweet four words
  what are your impressions about me now?
  use #atpres2
Hi. Iʼm still Aaron.

Humans categorize others in less than 150
milliseconds. Within 30 minutes, theyʼve
made lasting judg...
Daniels College of Business
case study


 aarontempler.com/CaseStudy
Hi. I was Aaron.


Tweet four words
  what are your impressions about me now?
  use #atpres3
Hi. I was Aaron.
Hi. I was Aaron.
branding is a process
Hi. I was Aaron.
branding is a process
it happens in three stages:
Hi. I was Aaron.
branding is a process
it happens in three stages:
 what you think youʼre gonna get
Hi. I was Aaron.
branding is a process
it happens in three stages:
 what you think youʼre gonna get

 what you actually got
Hi. I was Aaron.
branding is a process
it happens in three stages:
 what you think youʼre gonna get

 what you actually go...
branding for the rest of us
At Branding For The Rest Of Us.Key
At Branding For The Rest Of Us.Key
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At Branding For The Rest Of Us.Key

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AT gets to the simple side of branding. As deep and involved as is appropriate for an organization's strategic context.

To get there, you have to approach branding in a back-to-basics way. Branding isn’t anything new. Good branding is just good leadership… re-branded. Your organization knows how to brand. They’re probably just confused by the ubiquitous and contrary use of the word.

This excerpt from a presentation called “Branding for the rest of us” illustrates the best business practices that have been going on for years in organizations that have been hijacked by branding professionals. Take them back.

Published in: Business, Technology
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At Branding For The Rest Of Us.Key

  1. 1. branding for the rest of us
  2. 2. Hi. Iʼm Aaron.
  3. 3. Hi. Iʼm Aaron. Tweet four words what are your immediate impressions about me? use #atpres1
  4. 4. Hi. Iʼm Aaron.
  5. 5. Hi. Iʼm Aaron. Humans categorize others in less than 150 milliseconds. Harvard Business Review-September 2003
  6. 6. agenda brand and branding obsessive branding disorder the greatest rebranding ever context is king
  7. 7. andingbrandingbrandingbrandingbrandingbrandingbrandi andingbrandingbrandingbrandingbrandingbrandingbrandi andingbrandingbrandingbrandingbrandingbrandingbrandi andingbrandingbrandingbrandingbrandingbrandingbrandi andingbrandingbrandingbrandingbrandingbrandingbrandi andingbrandingbrandingbrandingbrandingbrandingbrandi andingbrandingbrandingbrandingbrandingbrandingbrandi andingbrandingbrandingbrandingbrandingbrandingbrandi andingbrandingbrandingbrandingbrandingbrandingbrandi andingbrandingbrandingbrandingbrandingbrandingbrandi andingbrandingbrandingbrandingbrandingbrandingbrandi andingbrandingbrandingbrandingbrandingbrandingbrandi andingbrandingbrandingbrandingbrandingbrandingbrandi andingbrandingbrandingbrandingbrandingbrandingbrandi andingbrandingbrandingbrandingbrandingbrandingbrandi andingbrandingbrandingbrandingbrandingbrandingbrandi andingbrandingbrandingbrandingbrandingbrandingbrandi andingbrandingbrandingbrandingbrandingbrandingbrandi andingbrandingbrandingbrandingbrandingbrandingbrandi andingbrandingbrandingbrandingbrandingbrandingbrandi andingbrandingbrandingbrandingbrandingbrandingbrandi andingbrandingbrandingbrandingbrandingbrandingbrandi andingbrandingbrandingbrandingbrandingbrandingbrandi andingbrandingbrandingbrandingbrandingbrandingbrandi andingbrandingbrandingbrandingbrandingbrandingbrandi andingbrandingbrandingbrandingbrandingbrandingbrandi
  8. 8. andingbrandingbrandingbrandingbrandingbrandingbrandi andingbrandingbrandingbrandingbrandingbrandingbrandi andingbrandingbrandingbrandingbrandingbrandingbrandi andingbrandingbrandingbrandingbrandingbrandingbrandi andingbrandingbrandingbrandingbrandingbrandingbrandi andingbrandingbrandingbrandingbrandingbrandingbrandi andingbrandingbrandingbrandingbrandingbrandingbrandi andingbrandingbrandingbrandingbrandingbrandingbrandi andingbrandingbrandingbrandingbrandingbrandingbrandi andingbrandingbrandingbrandingbrandingbrandingbrandi andingbrandingbrandingbrandingbrandingbrandingbrandi andingbrandingbrandingbrandingbrandingbrandingbrandi andingbrandingbrandingbrandingbrandingbrandingbrandi andingbrandingbrandingbrandingbrandingbrandingbrandi p andingbrandingbrandingbrandingbrandingbrandingbrandi andingbrandingbrandingbrandingbrandingbrandingbrandi andingbrandingbrandingbrandingbrandingbrandingbrandi andingbrandingbrandingbrandingbrandingbrandingbrandi andingbrandingbrandingbrandingbrandingbrandingbrandi andingbrandingbrandingbrandingbrandingbrandingbrandi andingbrandingbrandingbrandingbrandingbrandingbrandi andingbrandingbrandingbrandingbrandingbrandingbrandi andingbrandingbrandingbrandingbrandingbrandingbrandi andingbrandingbrandingbrandingbrandingbrandingbrandi andingbrandingbrandingbrandingbrandingbrandingbrandi andingbrandingbrandingbrandingbrandingbrandingbrandi
  9. 9. andingbrandingbrandingbrandingbrandingbrandingbrandi andingbrandingbrandingbrandingbrandingbrandingbrandi andingbrandingbrandingbrandingbrandingbrandingbrandi andingbrandingbrandingbrandingbrandingbrandingbrandi andingbrandingbrandingbrandingbrandingbrandingbrandi andingbrandingbrandingbrandingbrandingbrandingbrandi andingbrandingbrandingbrandingbrandingbrandingbrandi andingbrandingbrandingbrandingbrandingbrandingbrandi andingbrandingbrandingbrandingbrandingbrandingbrandi andingbrandingbrandingbrandingbrandingbrandingbrandi andingbrandingbrandingbrandingbrandingbrandingbrandi andingbrandingbrandingbrandingbrandingbrandingbrandi andingbrandingbrandingbrandingbrandingbrandingbrandi andingbrandingbrandingbrandingbrandingbrandingbrandi p andingbrandingbrandingbrandingbrandingbrandingbrandi andingbrandingbrandingbrandingbrandingbrandingbrandi andingbrandingbrandingbrandingbrandingbrandingbrandi andingbrandingbrandingbrandingbrandingbrandingbrandi andingbrandingbrandingbrandingbrandingbrandingbrandi andingbrandingbrandingbrandingbrandingbrandingbrandi andingbrandingbrandingbrandingbrandingbrandingbrandi sandingbrandingbrandingbrandingbrandingbrandingbrandi andingbrandingbrandingbrandingbrandingbrandingbrandi andingbrandingbrandingbrandingbrandingbrandingbrandi andingbrandingbrandingbrandingbrandingbrandingbrandi andingbrandingbrandingbrandingbrandingbrandingbrandi
  10. 10. strategy
  11. 11. strategy simple side of complexity
  12. 12. strategy simple side of complexity
  13. 13. strategy simple side of complexity Where will we play?
  14. 14. strategy simple side of complexity Where will we play? How will we win?
  15. 15. strategy simple side of complexity Where will we play? How will we win? Is it worth it?
  16. 16. obsessive branding disorder
  17. 17. obsessive branding disorder
  18. 18. obsessive branding disorder
  19. 19. roots of OBD
  20. 20. roots of OBD Fear of the Unearned movie clip from Election
  21. 21. roots of OBD Fear of the Unearned Fear of the Irrelevant movie clip from Election movie clip from American Beauty
  22. 22. obsessive branding disorder
  23. 23. obsessive branding disorder inflated self importance
  24. 24. obsessive branding disorder
  25. 25. obsessive branding disorder fantasy concepts
  26. 26. obsessive branding disorder
  27. 27. obsessive branding disorder complication equals quality
  28. 28. obsessive branding disorder complication equals quality
  29. 29. obsessive branding disorder complication equals quality
  30. 30. the typical branding process...
  31. 31. the typical branding process... live it - donʼt just say it
  32. 32. the typical branding process... live it - donʼt just say it make sure everyoneʼs voice is involved
  33. 33. the typical branding process... live it - donʼt just say it make sure everyoneʼs voice is involved take risks - differentiate
  34. 34. the typical branding process... live it - donʼt just say it make sure everyoneʼs voice is involved take risks - differentiate honor and empower brand ambassadors
  35. 35. the typical branding process... live it - donʼt just say it make sure everyoneʼs voice is involved take risks - differentiate honor and empower brand ambassadors demonstrate success - tell the story of a winning brand
  36. 36. the typical branding process... live it - donʼt just say it make sure everyoneʼs voice is involved take risks - differentiate honor and empower brand ambassadors demonstrate success - tell the story of a winning brand
  37. 37. ...is just a re-brand live it - donʼt just say it Model The Way make sure everyoneʼs voice is involved Inspire A Shared Vision take risks - differentiate Challenge The Process honor and empower brand ambassadors Enable Others To Act demonstrate success - tell the story of a winning brand Encourage The Heart
  38. 38. characteristics of a good brand Honest Forward Looking Inspiring Competent
  39. 39. ...are those of admired leaders Honest Forward Looking Inspiring Competent
  40. 40. context is king Text montage of Alice in Wonderland
  41. 41. context is king avoiding the rabbit hole - recognizing the strategic context Text montage of Alice in Wonderland
  42. 42. context is king
  43. 43. context is king olfactory branding (right for/isnʼt right for)
  44. 44. context is king olfactory branding (right for/isnʼt right for)
  45. 45. context is king olfactory branding (right for/isnʼt right for)
  46. 46. context is king
  47. 47. context is king mass advertising (right for/isnʼt right for)
  48. 48. context is king mass advertising (right for/isnʼt right for)
  49. 49. context is king mass advertising (right for/isnʼt right for)
  50. 50. context is king mass advertising (right for/isnʼt right for)
  51. 51. context is king Be sure of the worth of your goals. Donʼt waste effort on the Unnecessary Irrelevant Impossible Dr. William Silver. Presentation: The Warrior-Leader
  52. 52. context is king Key leadership abilities: Awareness (knowledge or cognizance) Flexibility (adaptable or variable) Balance (bring into/maintain equilibrium) Versatility (capable of doing many things) Dr. William Silver. Presentation: The Warrior-Leader
  53. 53. the new golden rule Donʼt do unto others as you would have them do unto you. Do unto others as they would be done unto.
  54. 54. whoʼs in charge here?
  55. 55. whoʼs in charge here? The era of the beat-the-consumer-into- submission marketing approach is over. Landor Associates Blog post, January 2009
  56. 56. Hi. Iʼm still Aaron. Tweet four words what are your impressions about me now? use #atpres2
  57. 57. Hi. Iʼm still Aaron. Humans categorize others in less than 150 milliseconds. Within 30 minutes, theyʼve made lasting judgments about your character. Harvard Business Review-September 2003
  58. 58. Daniels College of Business case study aarontempler.com/CaseStudy
  59. 59. Hi. I was Aaron. Tweet four words what are your impressions about me now? use #atpres3
  60. 60. Hi. I was Aaron.
  61. 61. Hi. I was Aaron. branding is a process
  62. 62. Hi. I was Aaron. branding is a process it happens in three stages:
  63. 63. Hi. I was Aaron. branding is a process it happens in three stages: what you think youʼre gonna get
  64. 64. Hi. I was Aaron. branding is a process it happens in three stages: what you think youʼre gonna get what you actually got
  65. 65. Hi. I was Aaron. branding is a process it happens in three stages: what you think youʼre gonna get what you actually got what youʼre gonna do about it
  66. 66. branding for the rest of us

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