Branding: Companies, Products, and Consumers (Courtney Greenwood) ProductCamp Boston 2014

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Brands make a statement. Brand recognition helps to sell products and ideas. Are you launching a product with an overarching parent brand? Are you a start-up breaking into a market, looking to build a brand presence? Your Logo is a memory to the consumer, they will relate that to a feeling or experience. What do you want to stamp in their mind? What feeling do your want to evoke? Do you know your product but not your brand identity? Come to this branding session to learn more about defining, visioning and creating a brand that has legs, and will hit the ground running.

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Branding: Companies, Products, and Consumers (Courtney Greenwood) ProductCamp Boston 2014

  1. 1. BRANDING Companies, Products & Consumers Vision, Define, and Create a brand that has legs and will hit the ground running.
  2. 2. BRAND OF ME Courtney Greenwood, MBA E-mail – courtgreenwood@gmail.com @cgreenwood Find me on LinkedIn Tag this session and/or ProductCamp Boston on Social media! #PCampBoston
  3. 3. QUOTE “You have to think of your brand as a king of myth. A myth is a compelling story that is archetypal, if you know the teachings of Carl Jung. It has to have emotional content and all the themes of a great story: mystery, magic, adventure, intrigue, conflicts, contradiction, paradox.” Deepak Chopra
  4. 4. HBO’S SILICON VALLEY This unfortunately didn’t play during the session, but I parapharsaed the scene. Link to scene: https://www.youtube.com/watch?v=3T6X-8oSPUE Or Google : Silicon Valley hbo Season 1 episode 2 Clip #1
  5. 5. CONSUMERS • How will your brand touch them? • Cult following? • Buy product based solely on brand • Apple • Starbucks • Conscious Capitalism • What else do you stand for?
  6. 6. BRANDS Who am I? or better yet…Who do I want to be?
  7. 7. QUOTE “The keys to brand success are self-definition, transparency, authenticity and accountability.” Simon Mainwaring
  8. 8. CONCEPTS ABOUT BRANDS • Brand recognition helps to sell products and ideas. • Brands need to make a statement. • Brands are built from: • Expectations • R&R (Reputations & Recognition) • Perceptions • Brands evoke an emotional response - how do you want the consumer to feel? • Brands shouldn’t be able to be duplicated
  9. 9. PRODUCTS
  10. 10. CONCEPTS ABOUT PRODUCTS • Products are the commodity • Products fill a void and meet a need • Products can be imitated • Products could overtake the brand (more later)
  11. 11. VISION
  12. 12. WHO IS THE BRAND? • What are you selling? A commodity? An Idea? • Is your product your brand? • When founders and CEOs become the brand • Apple – Steve Jobs • Virgin – Richard Branson (more than 400 companies!)
  13. 13. BRANDS & PRODUCTS COME TO LIFE • Brands and products take on a life of their own • Part of the “Human Experience”, society makes them so • Local and Mom & Pop Businesses – brands passed down! • Both can become verbs and part of our daily lingo: • “Google that.” • “I am Spotifiy-ing” • “Facebook me” • “I ‘liked’ it”
  14. 14. PRODUCT VS. BRAND • Traditional concept: • A Brand puts out a Product • Lust vs. Love: • Products are quick to fall for, people lust for these items. • Brands take time to build, to form that trust which blossoms into love. • But sometimes lust can build into love.
  15. 15. CAN PRODUCTS OVERTAKE THE DELIVERY BRAND? • Popular products can become brands. • How would you handle this? • Re-name the company? • Re-brand the company? • Is this really a danger?
  16. 16. DEFINE
  17. 17. DEFINE YOUR GOAL • Are you launching a product with an overarching parent brand? • Are you a start-up breaking into a market, looking to build a brand presence? • Do you know your product but not your brand identity?
  18. 18. CREATE
  19. 19. LOGO • What color palette? • Color meaning • Color evocation • Look & Feel • Modern vs traditional • Trendy • Business field oriented • Logo generators, example squarespace • Your Logo is a memory to the consumer, they will relate that to a feeling or experience. What do you want to stamp in their mind?
  20. 20. NAMING EXERCISES • So you have a new product….. • It’s your baby! • Blood, sweat, tears went into it’s creation! • …….What do you name it? • Different naming groups to brainstorm from: • Greek/Latin • Non-words i.e. Spotify • Words that can be redefined i.e. Clutch, Sharp, Delta • Places • Compound Names • Tagline? i.e. "Just Do It” “Think Different”
  21. 21. STORY TIME Experiences? Thoughts? Questions?
  22. 22. BRAND OF ME Courtney Greenwood, MBA E-mail – courtgreenwood@gmail.com @cgreenwood Find me on LinkedIn Want to continue the conversation? Contact me to chat or for advice! “A brand for a company is like a reputation for a person. You earn reputation by trying to do hard things well.” Jeff Bezos

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