Creating New Brand Energy: 38 SparkStartersEric Brody, Trajectory President
12 Categories/38 Sparks    Relationships Knowledge                                Transformation Experience    Culture    ...
Common Denominator                 Bigger idea about role of               Their brand in people’s lives.   © This work is...
Relationships  © This work is the property of Trajectory LLC and no part of it can be used without our permission.
1. Be about them, not about you  http://community.myalli.com       © This work is the property of Trajectory LLC and no pa...
2. Create platforms for shared passions  http://nikeplus.nike.com        © This work is the property of Trajectory LLC and...
3. Change the conversation  http://www.twitter.com       © This work is the property of Trajectory LLC and no part of it c...
Knowledge © This work is the property of Trajectory LLC and no part of it can be used without our permission.
4. Be the expert people rely on  http://www.google.com       © This work is the property of Trajectory LLC and no part of ...
5. Co-create insights  http://www.wikipedia.com       © This work is the property of Trajectory LLC and no part of it can ...
6. Be the authority  http://www.mckinsey.com       © This work is the property of Trajectory LLC and no part of it can be ...
Transformation  © This work is the property of Trajectory LLC and no part of it can be used without our permission.
7. For and by the people  http://www.zopa.com       © This work is the property of Trajectory LLC and no part of it can be...
8. Create a new business model  http:www.bookmooch.com       © This work is the property of Trajectory LLC and no part of ...
9. Put the customer in charge  http://www.ebay.com       © This work is the property of Trajectory LLC and no part of it c...
Experience
10. Tap into senses   http://www.wholefoods.com
11. Immersive and spectacular   http://www.cirquedusoleil.com       © This work is the property of Trajectory LLC and no p...
12. A third place   http://www.starbucks.com       © This work is the property of Trajectory LLC and no part of it can be ...
Culture © This work is the property of Trajectory LLC and no part of it can be used without our permission.
13. Spread the love   http://www.cocacola.com        © This work is the property of Trajectory LLC and no part of it can b...
14. Change our perspective   http://www.dove.com       © This work is the property of Trajectory LLC and no part of it can...
15. Help improve our future   http://www.laptop.org       © This work is the property of Trajectory LLC and no part of it ...
16. Tap into the larger agenda   http://www.fairtrade.org.uk        © This work is the property of Trajectory LLC and no p...
Design © This work is the property of Trajectory LLC and no part of it can be used without our permission.
17. Product as marketing   http://www.apple.com       © This work is the property of Trajectory LLC and no part of it can ...
18. Remarkable performance  http://www.oxo.com       © This work is the property of Trajectory LLC and no part of it can b...
19. Tell a bigger story   http://www.hermanmiller.com        © This work is the property of Trajectory LLC and no part of ...
Utility © This work is the property of Trajectory LLC and no part of it can be used without our permission.
20. Find new uses for your product   http:www.armhammer.com       © This work is the property of Trajectory LLC and no par...
21. Own the occasion  http://www.nestleclassics.com       © This work is the property of Trajectory LLC and no part of it ...
22. Make life easier   http://www.basecamphq.com        © This work is the property of Trajectory LLC and no part of it ca...
23. A more relevant brand story   http://www.walmart.com       © This work is the property of Trajectory LLC and no part o...
24. Design for one and all  http://www.ikea.com       © This work is the property of Trajectory LLC and no part of it can ...
Passion © This work is the property of Trajectory LLC and no part of it can be used without our permission.
25. Live it from the inside out   http:www.harleydavidson.com       © This work is the property of Trajectory LLC and no p...
26. Come together for a world cause   http://www.joinred.com       © This work is the property of Trajectory LLC and no pa...
Interactive © This work is the property of Trajectory LLC and no part of it can be used without our permission.
27. Create “me” experiences  http://www.nikeid.nike.com       © This work is the property of Trajectory LLC and no part of...
28. Tap into user insights   http://www.ideastorm.com       © This work is the property of Trajectory LLC and no part of i...
29. Make people happy   http://www.Wii.com      © This work is the property of Trajectory LLC and no part of it can be use...
Authenticity
30. Corporate vision and values   http://www.pret.com.us       © This work is the property of Trajectory LLC and no part o...
31. American traditions   http://www.ralphlauren.com       © This work is the property of Trajectory LLC and no part of it...
32. Remake a nostalgia brand   http://www.vw.com       © This work is the property of Trajectory LLC and no part of it can...
Vision © This work is the property of Trajectory LLC and no part of it can be used without our permission.
33. Be the people’s champion  http:www.linkedin.com       © This work is the property of Trajectory LLC and no part of it ...
34. No longer at odds   http:www.toyota.com       © This work is the property of Trajectory LLC and no part of it can be u...
Innovation © This work is the property of Trajectory LLC and no part of it can be used without our permission.
35. Create a new vision for the market  http:www.method.com        © This work is the property of Trajectory LLC and no pa...
36. Overcome the traditional trade-offs   http://www.mini.com        © This work is the property of Trajectory LLC and no ...
37. 10,000 new designs a year  http:www.zara.com       © This work is the property of Trajectory LLC and no part of it can...
38. Liberation  http:www.tivo.com        © This work is the property of Trajectory LLC and no part of it can be used witho...
Trajectory   20 Community Place   Morristown NJ 07960       973-292-1400 www.trajectory4brands.comContact: Eric Brody, Pre...
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Trajectory branding and marketing agency: 38 "sparks" for creating new brand energy

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This presentation, from a workshop developed for a Trajectory client, provides 40 brand and marketing idea starters to create new customer value and to ignite new growth.

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Trajectory branding and marketing agency: 38 "sparks" for creating new brand energy

  1. 1. Creating New Brand Energy: 38 SparkStartersEric Brody, Trajectory President
  2. 2. 12 Categories/38 Sparks Relationships Knowledge Transformation Experience Culture Design Utility Passion Interactive Authenticity Vision Innovation © This work is the property of Trajectory LLC and no part of it can be used without our permission.
  3. 3. Common Denominator Bigger idea about role of Their brand in people’s lives. © This work is the property of Trajectory LLC and no part of it can be used without our permission.
  4. 4. Relationships © This work is the property of Trajectory LLC and no part of it can be used without our permission.
  5. 5. 1. Be about them, not about you http://community.myalli.com © This work is the property of Trajectory LLC and no part of it can be used without our permission.
  6. 6. 2. Create platforms for shared passions http://nikeplus.nike.com © This work is the property of Trajectory LLC and no part of it can be used without our permission.
  7. 7. 3. Change the conversation http://www.twitter.com © This work is the property of Trajectory LLC and no part of it can be used without our permission.
  8. 8. Knowledge © This work is the property of Trajectory LLC and no part of it can be used without our permission.
  9. 9. 4. Be the expert people rely on http://www.google.com © This work is the property of Trajectory LLC and no part of it can be used without our permission.
  10. 10. 5. Co-create insights http://www.wikipedia.com © This work is the property of Trajectory LLC and no part of it can be used without our permission.
  11. 11. 6. Be the authority http://www.mckinsey.com © This work is the property of Trajectory LLC and no part of it can be used without our permission.
  12. 12. Transformation © This work is the property of Trajectory LLC and no part of it can be used without our permission.
  13. 13. 7. For and by the people http://www.zopa.com © This work is the property of Trajectory LLC and no part of it can be used without our permission.
  14. 14. 8. Create a new business model http:www.bookmooch.com © This work is the property of Trajectory LLC and no part of it can be used without our permission.
  15. 15. 9. Put the customer in charge http://www.ebay.com © This work is the property of Trajectory LLC and no part of it can be used without our permission.
  16. 16. Experience
  17. 17. 10. Tap into senses http://www.wholefoods.com
  18. 18. 11. Immersive and spectacular http://www.cirquedusoleil.com © This work is the property of Trajectory LLC and no part of it can be used without our permission.
  19. 19. 12. A third place http://www.starbucks.com © This work is the property of Trajectory LLC and no part of it can be used without our permission.
  20. 20. Culture © This work is the property of Trajectory LLC and no part of it can be used without our permission.
  21. 21. 13. Spread the love http://www.cocacola.com © This work is the property of Trajectory LLC and no part of it can be used without our permission.
  22. 22. 14. Change our perspective http://www.dove.com © This work is the property of Trajectory LLC and no part of it can be used without our permission.
  23. 23. 15. Help improve our future http://www.laptop.org © This work is the property of Trajectory LLC and no part of it can be used without our permission.
  24. 24. 16. Tap into the larger agenda http://www.fairtrade.org.uk © This work is the property of Trajectory LLC and no part of it can be used without our permission.
  25. 25. Design © This work is the property of Trajectory LLC and no part of it can be used without our permission.
  26. 26. 17. Product as marketing http://www.apple.com © This work is the property of Trajectory LLC and no part of it can be used without our permission.
  27. 27. 18. Remarkable performance http://www.oxo.com © This work is the property of Trajectory LLC and no part of it can be used without our permission.
  28. 28. 19. Tell a bigger story http://www.hermanmiller.com © This work is the property of Trajectory LLC and no part of it can be used without our permission.
  29. 29. Utility © This work is the property of Trajectory LLC and no part of it can be used without our permission.
  30. 30. 20. Find new uses for your product http:www.armhammer.com © This work is the property of Trajectory LLC and no part of it can be used without our permission.
  31. 31. 21. Own the occasion http://www.nestleclassics.com © This work is the property of Trajectory LLC and no part of it can be used without our permission.
  32. 32. 22. Make life easier http://www.basecamphq.com © This work is the property of Trajectory LLC and no part of it can be used without our permission.
  33. 33. 23. A more relevant brand story http://www.walmart.com © This work is the property of Trajectory LLC and no part of it can be used without our permission.
  34. 34. 24. Design for one and all http://www.ikea.com © This work is the property of Trajectory LLC and no part of it can be used without our permission.
  35. 35. Passion © This work is the property of Trajectory LLC and no part of it can be used without our permission.
  36. 36. 25. Live it from the inside out http:www.harleydavidson.com © This work is the property of Trajectory LLC and no part of it can be used without our permission.
  37. 37. 26. Come together for a world cause http://www.joinred.com © This work is the property of Trajectory LLC and no part of it can be used without our permission.
  38. 38. Interactive © This work is the property of Trajectory LLC and no part of it can be used without our permission.
  39. 39. 27. Create “me” experiences http://www.nikeid.nike.com © This work is the property of Trajectory LLC and no part of it can be used without our permission.
  40. 40. 28. Tap into user insights http://www.ideastorm.com © This work is the property of Trajectory LLC and no part of it can be used without our permission.
  41. 41. 29. Make people happy http://www.Wii.com © This work is the property of Trajectory LLC and no part of it can be used without our permission.
  42. 42. Authenticity
  43. 43. 30. Corporate vision and values http://www.pret.com.us © This work is the property of Trajectory LLC and no part of it can be used without our permission.
  44. 44. 31. American traditions http://www.ralphlauren.com © This work is the property of Trajectory LLC and no part of it can be used without our permission.
  45. 45. 32. Remake a nostalgia brand http://www.vw.com © This work is the property of Trajectory LLC and no part of it can be used without our permission.
  46. 46. Vision © This work is the property of Trajectory LLC and no part of it can be used without our permission.
  47. 47. 33. Be the people’s champion http:www.linkedin.com © This work is the property of Trajectory LLC and no part of it can be used without our permission.
  48. 48. 34. No longer at odds http:www.toyota.com © This work is the property of Trajectory LLC and no part of it can be used without our permission.
  49. 49. Innovation © This work is the property of Trajectory LLC and no part of it can be used without our permission.
  50. 50. 35. Create a new vision for the market http:www.method.com © This work is the property of Trajectory LLC and no part of it can be used without our permission.
  51. 51. 36. Overcome the traditional trade-offs http://www.mini.com © This work is the property of Trajectory LLC and no part of it can be used without our permission.
  52. 52. 37. 10,000 new designs a year http:www.zara.com © This work is the property of Trajectory LLC and no part of it can be used without our permission.
  53. 53. 38. Liberation http:www.tivo.com © This work is the property of Trajectory LLC and no part of it can be used without our permission.
  54. 54. Trajectory 20 Community Place Morristown NJ 07960 973-292-1400 www.trajectory4brands.comContact: Eric Brody, President 973-292-1400 x201 eb@trajectory4brands.com

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