The Difference Between Good & Great Branding

2,312 views

Published on

A framework for evaluating good versus great creative for brands.

Published in: Business, Technology

The Difference Between Good & Great Branding

  1. 1. THE DIFFERENCE BETWEEN GOOD & GREAT BRANDING 12.19.13
  2. 2. IS THIS GOOD OR GREAT? 2
  3. 3. IT USED TO BE EASY TO TELL 3 AD FROM CONTENT
  4. 4. THE MARKETER CHALLENGE: HOW TO DISCERN WHAT’S GOOD VS. WHAT’S JUST NOVELTY 4
  5. 5. ESPECIALLY SINCE: THERE ARE SO MANY NEW FORMS AND FADS 5
  6. 6. IS THIS GOOD? GREAT? NOVELTY? WHAT’S THE DIFFERENCE? 6
  7. 7. LOT’S OF BRANDS JUMPED ON “REALTIME” 7
  8. 8. REALTIME ≠ GREAT 8
  9. 9. BUT A LOT OF MARKETERS GOT FATIGUED AND CYNICAL 9
  10. 10. 10
  11. 11. THE RISK: YOU CAN MISS SOMETHING IMPORTANT 11
  12. 12. HAMBURG 1961 HACK COVER BAND? NOVELTY? 12
  13. 13. HAMBURG 1961 OR THE FUTURE OF MUSIC? 13
  14. 14. WE NEED A QUALITY FILTER: MARKETERS SHOULD HAVE A WORKING FRAMEWORK FOR WHAT SEPARATES “GREAT” FROM “COOL” 14
  15. 15. MILLIONS THOUGHT THIS WAS GREAT AND COOL 15
  16. 16. WHY IS THIS GOOD? BRAND BRAND BUILDING CREATIVE • PURPOSE LEAD • ASPIRATIONAL STATEMENT • CLEAR POV • DESIGNED FOR SHARING • VOICE • PARTICIPATORY • ACTIONS, NOT ADS • REMARKABLE EXECUTION • TIE TO PRODUCT 16
  17. 17. PURPOSE LEAD 17
  18. 18. POINT OF VIEW 18
  19. 19. DISTINCTIVE VOICE 19
  20. 20. PURPOSEFUL ACTIONS 20
  21. 21. RESULTS? 21
  22. 22. BACKLASH! 22
  23. 23. IT’S GOOD (MAYBE GREAT) 23
  24. 24. BUT WHY DID IT WORK? BUILT-IN AUDIENCE LITERALLY BOUGHT INTO THE IDEA 24
  25. 25. BUT WHY DID IT WORK? SMART OUTREACH SHARED PURPOSE ADVOCACY 25
  26. 26. BUT WHY DID IT WORK? THOUGHT LEADERSHIP AWARENESS OF PROBLEM 26
  27. 27. BUT WHY DID IT WORK? GREAT TIMING • TIPPING POINT? • OR, HOLIDAY PROMOTIONAL PUSH? 27
  28. 28. ALGORITHM ( 28 ( READY COMMUNITY X PURPOSE & MISSION X REMARKABLE CONTENT ) PAID PROMOTION ) Luck
  29. 29. CHECKLIST FOR GOOD/GREAT BRAND BRAND BUILDING CREATIVE • PURPOSE LEAD • ASPIRATIONAL STATEMENT • CLEAR POV • DESIGNED FOR SHARING • VOICE • PARTICIPATORY • ACTIONS, NOT ADS • REMARKABLE EXECUTION • TIE TO PRODUCT 29
  30. 30. LESSONS FOR BRAND BUILDERS • BUILD PURPOSE INTO YOUR BRAND BUY INTO THE BRAND > BUYING THE BRAND • BUILD AN ACTIVE COMMUNITY CONNECT AROUND SHARED INTERESTS BEYOND PRODUCT FEATURES • MARKET WITH AND FOR YOUR COMMUNITY CREATE OPPORTUNITIES TO ACT TOGETHER TOWARDS YOUR PURPOSE • ACTIONS > ADS BROADCAST WHAT YOU AND THE COMMUNITY ARE DOING 30
  31. 31. ABOUT THE AUTHOR JIM CUENE VP, MARKETING STRATEGY A thought leader among modern marketers, Jim has been working on the internet longer than you have and has the stories and swag to prove it. A man of diverse passions and interests, Jim could open a restaurant, create its world-class brand, draft the business plan, cook the food, brew the beer, and perform the music opening night. 31
  32. 32. THANK YOU. 32
  33. 33. WE GROW BUSINESSES Dream big. Implement Small. Invent now. Bet the garden, not the farm.

×