@benjaminspear #brandhack #hardware
slideshare.com/benspear
codefining your brand
relationship covenant
@benjaminspear #brandhack #hardware
slideshare.com/benspear
brand strategist
visual designer
marketing hacker
science fict...
@benjaminspear #brandhack #hardware
slideshare.com/benspear
lesson 1
brand is not us telling the
consumer—it’s us telling
...
@benjaminspear #brandhack #hardware
slideshare.com/benspear
lesson 2
brand is a cognitive certainty
slideshare.com/benspear
@benjaminspear #brandhack #hardware
clans
paleolithic (2,600kya) –
egalitarian societies, all
rela...
slideshare.com/benspear
@benjaminspear #brandhack #hardware
nations
neolithic (10kya) – humans
relate to the nation-state ...
slideshare.com/benspear
@benjaminspear #brandhack #hardware
modern brands
industrial (250ya) – allegiance
to entity prospe...
slideshare.com/benspear
@benjaminspear #brandhack #hardware
singularity
information (45ya) – owner-
customer relationship ...
@benjaminspear #brandhack #hardware
slideshare.com/benspear
lesson 3
never stop starting
@benjaminspear #brandhack #hardware
slideshare.com/benspear
data product
ideas
learn
measure
build
industrial information
...
@benjaminspear #brandhack #hardware
slideshare.com/benspear
lesson 4
successful brands relationships
value process, not pr...
slideshare.com/benspear
@benjaminspear #brandhack #hardware
“brand”
defined by product
cows defined as meat
us-vs-them app...
slideshare.com/benspear
@benjaminspear #brandhack #hardware
singulatiry
defined by process
temple grandin
be your customer...
@benjaminspear #brandhack #hardware
slideshare.com/benspear
lesson 5a
brand ≠ logo, product, ceo,
name, tag-line, mission
...
@benjaminspear #brandhack #hardware
slideshare.com/benspear
lesson 5b
brand = sum of the
relationships that drive
your bus...
@benjaminspear #brandhack #hardware
slideshare.com/benspear
lesson 6
never wait—engage brand
practitioners from the very
b...
@benjaminspear #brandhack #hardware
slideshare.com/benspear
resources
@distillity (blog)
@brandfolder
@undercurrent
@strat...
@benjaminspear #brandhack #hardware
slideshare.com/benspear
partners
business model canvas  strategyzer.com
activities
res...
@benjaminspear
#brandhack #hardware
slideshare.com/benspear
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Hardware Workshop at Bolt

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A basic starter guide for developing your startup's brand. A review of what brand is (and isn't), what it was in the 20th century, and where it's going.

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Hardware Workshop at Bolt

  1. 1. @benjaminspear #brandhack #hardware slideshare.com/benspear codefining your brand relationship covenant
  2. 2. @benjaminspear #brandhack #hardware slideshare.com/benspear brand strategist visual designer marketing hacker science fiction geek ask me anything
  3. 3. @benjaminspear #brandhack #hardware slideshare.com/benspear lesson 1 brand is not us telling the consumer—it’s us telling them, them telling us, them telling each other
  4. 4. @benjaminspear #brandhack #hardware slideshare.com/benspear lesson 2 brand is a cognitive certainty
  5. 5. slideshare.com/benspear @benjaminspear #brandhack #hardware clans paleolithic (2,600kya) – egalitarian societies, all relationships dynamic
  6. 6. slideshare.com/benspear @benjaminspear #brandhack #hardware nations neolithic (10kya) – humans relate to the nation-state like it’s an individual
  7. 7. slideshare.com/benspear @benjaminspear #brandhack #hardware modern brands industrial (250ya) – allegiance to entity prospers, information is mass-produced
  8. 8. slideshare.com/benspear @benjaminspear #brandhack #hardware singularity information (45ya) – owner- customer relationship in flux; information ubiquitous
  9. 9. @benjaminspear #brandhack #hardware slideshare.com/benspear lesson 3 never stop starting
  10. 10. @benjaminspear #brandhack #hardware slideshare.com/benspear data product ideas learn measure build industrial information productideas build never stop
  11. 11. @benjaminspear #brandhack #hardware slideshare.com/benspear lesson 4 successful brands relationships value process, not product
  12. 12. slideshare.com/benspear @benjaminspear #brandhack #hardware “brand” defined by product cows defined as meat us-vs-them approach
  13. 13. slideshare.com/benspear @benjaminspear #brandhack #hardware singulatiry defined by process temple grandin be your customer to understand your customer
  14. 14. @benjaminspear #brandhack #hardware slideshare.com/benspear lesson 5a brand ≠ logo, product, ceo, name, tag-line, mission statement, business plan
  15. 15. @benjaminspear #brandhack #hardware slideshare.com/benspear lesson 5b brand = sum of the relationships that drive your business
  16. 16. @benjaminspear #brandhack #hardware slideshare.com/benspear lesson 6 never wait—engage brand practitioners from the very beginning.
  17. 17. @benjaminspear #brandhack #hardware slideshare.com/benspear resources @distillity (blog) @brandfolder @undercurrent @strategyzer
  18. 18. @benjaminspear #brandhack #hardware slideshare.com/benspear partners business model canvas  strategyzer.com activities resources value props customer relationships channels customer segments revenue streamscost structures
  19. 19. @benjaminspear #brandhack #hardware slideshare.com/benspear

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