2013 branding 101

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It´s a brief idea of branding, and how branding it´s different and in consulting firms more important than marketing

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2013 branding 101

  1. 1. Branding 101cre4ting THE brandS
  2. 2. When I sayJustinTimberlake, what one wordcomes tomind?O
  3. 3. SINGER
  4. 4. RICH
  5. 5. CELEBRITY
  6. 6. SEXY
  7. 7. performermusiciandancerentertainer
  8. 8. AND…
  9. 9. What’s that got to do with marketing?People bought, they overpaid and where happy they did.Justin Timberlake did not have to sell one thingTimberlake is the essence of the law of attraction.His customers are his fans.
  10. 10. Cre4ting Well-defined BrandsConsistent experienceBASIC stuff
  11. 11. BASICSBrandPromise= ConsumerExperience+ BRANDcomunicationservicesproductPositioning Statement
  12. 12. Needs thatare covered
  13. 13. What definesour brand?
  14. 14. Where is ourbrand?
  15. 15. Who´s Buying?
  16. 16. Experience
  17. 17. PositioningStatement
  18. 18. BASICSPositioning StatementExperience What defines our brand?Where is our brand?Who’sBuying?Needs thatare covered
  19. 19. color
  20. 20. logo
  21. 21. typeface
  22. 22. sound
  23. 23. personality
  24. 24. fragance
  25. 25. claims
  26. 26. innovation
  27. 27. BrandColorLogoTypefaceFraganceSoundPersonalityClaimsInnovation
  28. 28. Cre4ting Lifestyle BrandsConverting consumers into fansHARDCORE stuff
  29. 29. “There is nothing like asensational Brand to delivergrowing amounts of cashover a long period of time”Warren Buffet,Berkshire Hathaway
  30. 30. Top 20 Lifestyle brands1. Coca-Cola2. Apple3. IBM4. Google5. Microsoft6. General Electric7. McDonald’s8. Intel9. SAMSUNG10. TOYOTA11. Mercedes-Benz12. BMW13. DISNEY14. CISCO15. Hewlett Packard16. Gillette17. LOUIS VUITTON18. ORACLE19. NOKIA20. amazon
  31. 31. Top Technology BrandsAppleGoogleMicrosoftIntelSamsungHewlettPackardDellXeroxAdobe
  32. 32. Top Business Services BrandsIBMCiscoOracleSAPAccentureThomson Reuters
  33. 33. La única marca mexicana que figuradentro de las mejores del mundo, en ellugar 89.
  34. 34. EMOTIONEXPERIENCEIRRATIONALBEHAVIORSTICKY IDEA
  35. 35. EXPERIENCE
  36. 36. Entertainment
  37. 37. Educational
  38. 38. Aesthetic
  39. 39. Escapist
  40. 40. Entertainment EducationalAesthetic EscapistPassiveParticipationActiveParticipationAbsorptionImmersion
  41. 41. RELIGIONSvsBRANDS
  42. 42. Clear visionStorytellingRitualPower over enemiesAmbienceGrandeurSense of being part / aspirationalMisteryIcons
  43. 43. Collaborative customization• Glasses / Gym / UserTransparent customization• This stuff is useful to:doctors, mailmen, housewifeCosmetic customization• Volaris name an airplaneAdaptive Customization• Ambience, music, colors
  44. 44. DOPAMINE= 2.5SECONDS
  45. 45. SOMATICSHORCUT
  46. 46. MIRRORNEURONS
  47. 47. insecurities
  48. 48. AUTHENTICITY
  49. 49. IrrationalBehavior
  50. 50. Fear of Loss
  51. 51. Commitment
  52. 52. ValueAttribution
  53. 53. Sticky ideaSimpleUnexpectedConcretenessCredibilityEmotional  done!Story  done!
  54. 54. BrandColorLogoTypefaceFraganceSoundPersonalityClaimsInnovation
  55. 55. EMOTIONEXPERIENCEIRRATIONALBEHAVIORSTICKY IDEA
  56. 56. Cre4ting The AdsAdvertising vs BrandingSELLING stuff
  57. 57. Brands Advertising
  58. 58. Not Today!
  59. 59. Cre4ting The PlanYou have to crawl before you walkWORKING stuff
  60. 60. GapTouchpointsExperienceConsistence
  61. 61. carlos@sm4rt.comS
  62. 62. BUYOLOGY & BRANDSENSE  MARTIN LINDSTROMNEVER EAT ALONE & WHO’S GOT YOUR BACK  KEITH FERRAZIHOW TO TALK TO ANYONE  LEIL LOWNDESHOW TO MAKE ANYONE FALL IN LOVE WITH YOU IN 90 MINUTES  NICHOLASBOOTHMANTHE ART OF SEDUCTION  ROBERT GREENETHE GAME  NEIL STRAUSSTHE MISTERY METHOD  MISTERYTHE IRRESISTIBLE PULL OF IRRATIONAL BEHAVIOR  ORI & ROM BRAFMANMADE TO STICK  CHIP & DAN HEATHTHE BECKHAM EXPERIMENT  GRANT WHALPROFESSIONAL SERVICES MARKETING  MIKE SCHULTZ & JOHN E. DOERRTHE EXPERIENCE EFFECT  JIM JOSEPHTHE EXPERIENCE ECONOMY  JOSEPH PINE & JAMES GILMOREREVELARSE VENDE  JOSEPH HEATH & ANDREW POTTERDIOS, PATRIA Y COCA – COLA MIKE PENDERGAST1001 TRUCOS PUBLICITARIOS  LUC DUPONTLITTLE RED BOOK OF SALES ANSWERS  JEFFREY GITOMER’SBLUE OCEAN STRATEGY  W. CHAN KIM & RENÉE MAUBORGNE

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