Building great brands - then and now
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Building Great Brands. This presentation was originally made to participants of the Accelerator III program run by Jerusalem-based startup studio Siftech in the Spring-Summer of 2014 The presentation explores what it means to be a great brand and the things brands do to become great. It also asks what it means to be a great digital brand and looks at how the world's leading web and mobile apps express 'brandness' in the absence of physicality.
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Building great brands - then and now
- 16. name a brand
- 19. Brangelina
- 29. a brand is a set of associations in the mind of a prospect it can be anything
- 30. don’t confuse a brand with an icon
- 50. Paris means many things to many people
- 51. New York also means many things to many people
- 58. [insert what you love]
- 59. a true brand is singular idea that you own in the mind of a prospect
- 60. own an idea
- 62. Celebrate Originality The After Hours Athlete Find Your Greatness
- 63. position your brand in people’s minds
- 66. Home delivery
- 68. Low cost airline
- 69. Headphones
- 70. create a category own the generic
- 72. ‘Pass me a Kleenex’
- 73. ‘I need a Band-Aid’
- 74. ‘Xerox this for me’
- 76. ‘FedEx this for me’
- 77. ‘Love your Jeep’
- 78. ‘Check out my Uggs’
- 82. dominate a category own a word
- 83. Social network
- 84. Energy drink
- 85. Messenger
- 86. Maps
- 87. Translate
- 88. Docs
- 89. Drive
- 90. Earth
- 91. spend $$$ on advertising own a slogan
- 92. Probably the best beer in the world
- 93. Probably
- 94. Hot water, small glass
- 95. Hot water
- 96. Just do it
- 97. Priceless
- 98. spend $$$ on marketing own a logo
- 119. Don’t forget!
- 120. brand vs commodity
- 127. brand vs product
- 141. some brands are built on provocation
- 145. some brands are built on great products
- 146. 2001
- 147. 2001
- 148. 2007
- 149. 2012
- 150. today people buy into this
- 151. to buy this
- 152. some brands are built on great endorsement
- 155. many brands are built on fantasy
- 159. and many are built on heritage
- 171. a brand becomes stronger when you narrow its focus
- 173. some brands have evolved waaaaay beyond their product
- 174. Question: What is the largest sports site in the US?
- 176. other brands make us feel good about ourselves
- 178. the smartest brands are highly inclusive
- 180. some brands have no product at all
- 182. some great products used to have crap brands
- 185. some brands are great but have crap logos
- 191. but all brands need to listen
- 193. but then it got really weird…
- 196. Every two days now we create as much information as we did from the dawn of civilization up until 2003 Eric Schmidt, 2010
- 201. digital products don’t really exist at all
- 202. interface as product
- 203. UTILITY
- 204. remember everything
- 205. share cool pictures
- 206. share my sounds
- 207. identify music
- 208. save it for later
- 209. find a place to stay
- 210. find the best route
- 211. find anything
- 212. learn about anything
- 213. buy anything
- 214. pay for anything
- 215. pay for nothing
- 216. sell anything (or buy it back)
- 217. never pay the Iriya
- 218. look great
- 219. send naughty photos
- 222. make free calls
- 223. stream music
- 224. stream music for free
- 225. microbroadcast
- 227. my personal magazine
- 228. find your stuff
- 229. find your stuff quicker
- 230. connect with friends
- 231. connect with pros
- 232. share privately
- 233. share intimately
- 234. like it before it’s cool
- 236. the rest will follow
- 242. Who is this guy ?
- 243. 12,000,000,000 page views / month 33,000,000 articles 285 languages 76,000 contributors 1,400 administrators they’re all volunteers non-profit no marketing, no advertising
- 245. users are people
- 246. Enchant me. Simplify my life. Make me amazing. Look for ‘Android Design Principles Google I/O 2013’ on YouTube. It will blow your mind…
- 262. jump right in
- 264. tell a story