[This Talk]• WTF is a
BRAND?!?• Be Different, Take Risk!!!• Stand 4 SOMEthing. (or u stand 4 NOthing.)• Tap Into Humanity: Fear, SEX, Power, etc.• Be a Hero, or a Villain. (just don’t fucking BORE me.)• Pictures, Text, Music: they all say 1000 words.• When It Works, Double Down.• Be Yourself… Only More SoKISS: Keep It Simple, Stupid.
[Dave McClure] Blogg er ,
M Angel arket2001-2012: /VC I ing, nves Founders Fund• Startup Investor: 500 Startups, t or• Tech Marketing: PayPal, Simply Hired, Mint.com• Advisor, Investor: 300+ Startups• Conferences: Warm Gun, Lean Startup, SMASH• Stanford Lecturer: Facebook, Startup Metrics ER, OD Computing (acq.) K, C NEUR80’s & 90’s: GEE EPRE• Entrepreneur: Founder/CEO Aslan• Developer: Windows Apps / SQL DB Admin EN TR• User Groups: E-Commerce, Internet, Client-Server• Engineer: Johns Hopkins ‘88, BS Eng / Applied Math
DO! Marketing & BRANDing (it’s
not Evil… most of the time ;)• Tell a Story, Build a Storytelling Culture• Identify by a Color, Animal, Number, Word, or other SINGULAR element• Create Unique Position in Mind of the Market, relative to [Visible] Competition• Embrace & Adopt Negative or Shameful Positioning when Necessary• Know When to Get Back to Product
What is BRAND?• Brand (def):
a name, term, design, symbol that identifies one sellers good or service as distinct from those of other sellers.• Branding began as way to tell one persons cattle from another by a hot iron stamp.• Branding is usually full of PAIN.
Be Different.• Take Risk Early.
U Have Nothing 2 Lose.• Playing it Safe = Death.• Pissing People Off is OK. (in fact, #WINNING)• U Can’t Build Brand around INDIFFERENCE.• “Niche 2 WIN” (see blog post)• Love *or* Hate are Ok. Both are Good Signal.
When It Works, Double Down.•
If someone loves u, it’s working.• If someone hates u, it’s working.• Once u get signal, try iteration, repetition.• Once u get repetition, try variation.• Good artists COPY; great artists STEAL (from themSELVES!)
Always Be Your [SUPER] Self•
Start from the Heart.• Be Yourself. Be Authentic. Be Comfortable.• But: the MOST AWESOME, PASSIONATE u.• Find a feeling or emotion u can sustain• [sometimes even weakness can be ok]