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What the F is Branding?
And Why Should You Care?
Is It Being Very Good
At Something?
No
Is It Being The Best
At Something?
No
It’s Being
The Only One
And (Naturally) The Best...
...And Being
Famous About It
Branding Must Be
Done By You
Inside Out –
Not Outside In
Because It’s All About You,
Your Place, Your Product
And Your Company
What The F You Need To
Make A Brand Then?
A Flower
The Brand Flower
Senses
Hearing
Sight Touch
Taste
Smell
Price
Value
Proposition
Communication
& repetition
Story
Customer
Service
Brand
PersonalityPromise
Emotion
Language
Name
Money
Habits
Effort
Time
Social
Looks
Why Branding Matters?
Because It Makes Things
Easier To Understand
By Emotions
Not By Explanations
So You Can Work Easier
And Sell Easier
Is Your Brand Working?
Yes, If People Are Willing To
Pay A Premium For It.
(Even Though Almost The Same Might Be Available Elsewhere For Less)
Branding Makes
Complex Things Simple
Idea, Person, Product,
Company Or Place
A Place Brand?
Ask Google:
Simple, Emotional
Generalisation
= Fast Truth
Places Compete With Other
Places For People, Resources,
And Business
1. Nations
2. Regions
3. Cities
Competition?
2.7 Million Small Cities/Towns,
3,000 Large Cities
455 Metropolises And
196 Countries
To Win You Need To Be On
Top Of People’s Minds
How?
Simple:
Be Famous!
Think: There Are Only
3 Million Places But
7 000 Million People
Your Fame Will
Be Your Brand
You Should
Aim On 2 Things:
FAME
NAME
and
”In The Future Everybody
Will Be World Famous
For 15 minutes”
Andy Warhol
Andy Was Wrong
Fame Does Not Fade
“It turns out that it’s much more than
fifteen minutes of fame … If you do get
famous, you’re likely to stay famous.”
– Eran Shor, McGill associate professor of sociology
How to Create
A Place Brand?
Two Roads:
Organic Or Strategic
Organic: No Control
Senses
Hearing
Sight Touch
Taste
Smell
Price
Value
Proposition
Communication
& repetition
Story
Customer
Service
PARIS
PersonalityPromise
Emotion
Language
Name
Money
Habits
Effort
Time
Social
Looks
Strategic: Control
Senses
Hearing
Sight Touch
Taste
Smell
Price
Value
Proposition
Communication
& repetition
Story
Customer
Service
VEGAS
PersonalityPromise
Emotion
Language
Name
Money
Habits
Effort
Time
Social
Looks
You Can’t Control
Everything:
“Between 2007 And 2008, American
Attractions, Such As The Grand Canyon,
Became 3.5-percent More Scenic And
Beautiful To The Rest Of The World.”
Why?
First:
Engage Your Own People
Second: Pick A Name
You Have a Name, Right?
Third: Be EXTRAordinary
On One Thing Only
Make Sure That Your Own
People Can Agree On Your
One Thing: What’s In And
What’s Out.
Pepsodent?
Lapland?
Bothnian Bay?
Make Your One Thing
An Emotional Story
Make It Super Emotional
So That
People Are Really
Dying For It
Make it Far-off
Make It Holy
Make It Dangerous
Make It Sexy
Make It Funny
Make It Worth The Effort
Make It Uncommon
Make It Expensive
Make It Free
Why?
It Is Emotional Only When
You Go Over The Edge
Emotions Are The Key To
Value And Remembering
It’s About Surviving
Or About Regeneration
Simply:
About Sex or Death
Then Just
Live Your Brand
That’s It, Really!
But It’s Not Only Sunshine
Why Brands Fail?
Fifteen Deadly Sins
Over Promising
Under Delivering
1
Not Promising At All
2
Making Boring Promises
3
Fear Of Being Original
4
Outsourcing
Who You Are
And What You Do
5
Thinking Branding Only As
Marketing Communication
6
Senses
Hearing
Sight Touch
Taste
Smell
Price
Value
Proposition
Communication
& repetition
Story
Customer
Service
Brand
PersonalityPromise
Emotion
Language
Name
Money
Habits
Effort
Time
Social
Looks
= Business Decisions
Thinking Branding Late In
Development Processes
8
The house is ready!
Fine!
Now let’s just brand it as
a swimming hall or maybe a
church. No wait – make it
feel like a railway station.
Ignoring Your People
7
No One Rules The Brand
9
Changing The Brand
For No Good Reason
10
Trying To Please Everyone
11
Fear Of Upsetting
Some People
12
BuyersHaters Likers
Difference:
NICE
EDGY
Buyers
Letting Opinions Rule
Over Expertise
13
Ignoring Consumer Needs
14
Trying To Be The Best
Instead Of Different
15
Making Too Many Points
16
... Like I Just did
So Just Remember This:
Senses
Hearing
Sight Touch
Taste
Smell
Price
Value
Proposition
Communication
& repetition
Story
Customer
Service
Brand
PersonalityPromise
Emotion
Language
Name
Money
Habits
Effort
Time
Social
Looks
I’ts All About You
Juha Tahvonen

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