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Brand Flower

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Branding is not a marketing act. It's not a project. And you can't outsource it to anyone. So what the F is it and what can you do about it?

Published in: Design, Technology, Business
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Brand Flower

  1. 1. What the F is Branding?And Why Should You Care?
  2. 2. Is It Being Very GoodAt Something?
  3. 3. No
  4. 4. Is It Being The BestAt Something?
  5. 5. No
  6. 6. It’s BeingThe Only OneAnd (Naturally) The Best...
  7. 7. ...And BeingFamous About It
  8. 8. Branding Must BeDone By You
  9. 9. Inside Out –Not Outside In
  10. 10. Because It’s All About You,Your Place, Your ProductAnd Your Company
  11. 11. What The F You Need ToMake A Brand Then?
  12. 12. A Flower
  13. 13. The Brand FlowerSensesHearingSight TouchTasteSmellPriceValuePropositionCommunication& repetitionStoryCustomerServiceBrandPersonalityPromiseEmotionLanguageNameMoneyHabitsEffortTimeSocialLooks
  14. 14. Why Branding Matters?
  15. 15. Because It Makes ThingsEasier To Understand
  16. 16. By Emotions
  17. 17. Not By Explanations
  18. 18. So You Can Work Easier
  19. 19. And Sell Easier
  20. 20. Is Your Brand Working?Yes, If People Are Willing ToPay A Premium For It.(Even Though Almost The Same Might Be Available Elsewhere For Less)
  21. 21. Branding MakesComplex Things Simple
  22. 22. Idea, Person, Product,Company Or Place
  23. 23. A Place Brand?
  24. 24. Ask Google:
  25. 25. Simple, EmotionalGeneralisation= Fast Truth
  26. 26. Places Compete With OtherPlaces For People, Resources,And Business
  27. 27. 1. Nations2. Regions3. Cities
  28. 28. Competition?
  29. 29. 2.7 Million Small Cities/Towns,3,000 Large Cities455 Metropolises And196 Countries
  30. 30. To Win You Need To Be OnTop Of People’s Minds
  31. 31. How?
  32. 32. Simple:Be Famous!
  33. 33. Think: There Are Only3 Million Places But7 000 Million People
  34. 34. Your Fame WillBe Your Brand
  35. 35. You ShouldAim On 2 Things:
  36. 36. FAMENAMEand
  37. 37. ”In The Future EverybodyWill Be World FamousFor 15 minutes”Andy Warhol
  38. 38. Andy Was Wrong
  39. 39. Fame Does Not Fade“It turns out that it’s much more thanfifteen minutes of fame … If you do getfamous, you’re likely to stay famous.”– Eran Shor, McGill associate professor of sociology
  40. 40. How to CreateA Place Brand?
  41. 41. Two Roads:
  42. 42. Organic Or Strategic
  43. 43. Organic: No ControlSensesHearingSight TouchTasteSmellPriceValuePropositionCommunication& repetitionStoryCustomerServicePARISPersonalityPromiseEmotionLanguageNameMoneyHabitsEffortTimeSocialLooks
  44. 44. Strategic: ControlSensesHearingSight TouchTasteSmellPriceValuePropositionCommunication& repetitionStoryCustomerServiceVEGASPersonalityPromiseEmotionLanguageNameMoneyHabitsEffortTimeSocialLooks
  45. 45. You Can’t ControlEverything:
  46. 46. “Between 2007 And 2008, AmericanAttractions, Such As The Grand Canyon,Became 3.5-percent More Scenic AndBeautiful To The Rest Of The World.”Why?
  47. 47. First:Engage Your Own People
  48. 48. Second: Pick A Name
  49. 49. You Have a Name, Right?
  50. 50. Third: Be EXTRAordinaryOn One Thing Only
  51. 51. Make Sure That Your OwnPeople Can Agree On YourOne Thing: What’s In AndWhat’s Out.
  52. 52. Pepsodent?
  53. 53. Lapland?
  54. 54. Bothnian Bay?
  55. 55. Make Your One ThingAn Emotional Story
  56. 56. Make It Super Emotional
  57. 57. So ThatPeople Are ReallyDying For It
  58. 58. Make it Far-off
  59. 59. Make It Holy
  60. 60. Make It Dangerous
  61. 61. Make It Sexy
  62. 62. Make It Funny
  63. 63. Make It Worth The Effort
  64. 64. Make It Uncommon
  65. 65. Make It Expensive
  66. 66. Make It Free
  67. 67. Why?
  68. 68. It Is Emotional Only WhenYou Go Over The Edge
  69. 69. Emotions Are The Key ToValue And Remembering
  70. 70. It’s About Surviving
  71. 71. Or About Regeneration
  72. 72. Simply:
  73. 73. About Sex or Death
  74. 74. Then JustLive Your Brand
  75. 75. That’s It, Really!
  76. 76. But It’s Not Only Sunshine
  77. 77. Why Brands Fail?
  78. 78. Fifteen Deadly Sins
  79. 79. Over PromisingUnder Delivering1
  80. 80. Not Promising At All2
  81. 81. Making Boring Promises3
  82. 82. Fear Of Being Original4
  83. 83. OutsourcingWho You AreAnd What You Do5
  84. 84. Thinking Branding Only AsMarketing Communication6
  85. 85. SensesHearingSight TouchTasteSmellPriceValuePropositionCommunication& repetitionStoryCustomerServiceBrandPersonalityPromiseEmotionLanguageNameMoneyHabitsEffortTimeSocialLooks= Business Decisions
  86. 86. Thinking Branding Late InDevelopment Processes8
  87. 87. The house is ready!Fine!Now let’s just brand it asa swimming hall or maybe achurch. No wait – make itfeel like a railway station.
  88. 88. Ignoring Your People7
  89. 89. No One Rules The Brand9
  90. 90. Changing The BrandFor No Good Reason10
  91. 91. Trying To Please Everyone11
  92. 92. Fear Of UpsettingSome People12
  93. 93. BuyersHaters LikersDifference:NICEEDGYBuyers
  94. 94. Letting Opinions RuleOver Expertise13
  95. 95. Ignoring Consumer Needs14
  96. 96. Trying To Be The BestInstead Of Different15
  97. 97. Making Too Many Points16
  98. 98. ... Like I Just did
  99. 99. So Just Remember This:
  100. 100. SensesHearingSight TouchTasteSmellPriceValuePropositionCommunication& repetitionStoryCustomerServiceBrandPersonalityPromiseEmotionLanguageNameMoneyHabitsEffortTimeSocialLooksI’ts All About You
  101. 101. Juha Tahvonen

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