Branding

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What a brand is and what a brand isn't...How do you define a brand and what drives consumer

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Branding

  1. 1. EVERYTHING A BRAND DOES IS ADVERTISING BRANDING © Hunter Territo / Xdesign, Inc - If duplicating please reference appropriately
  2. 2. “The Apple Store was probably the best ad we ever did. Everything a brand does is advertising.” BRANDING Source: Lee Clow
  3. 3. SO, WHAT EXACTLY MAKES UP YOUR BRAND? BRANDING
  4. 4. “A brand is the sum of all the emotions, thoughts, images, history, possibilities, and gossip that exist in the marketplace about a certain company.” BRANDING Source: Luke Sullivan - Hey Whipple Squeeze This
  5. 5. IT’S NOT JUST YOUR LOGO BRANDING Source: Dan Pallotta - A Logo is Not a Brand
  6. 6. IT’S NOT A SINGLE CORPORATE IDENTITY BRANDING Source: Dan Pallotta - A Logo is Not a Brand
  7. 7. IT’S NOT ONE ADVERTISING CAMPAIGN BRANDING Source: Dan Pallotta - A Logo is Not a Brand
  8. 8. “Any damn fool can put on a deal, but it takes genius, faith, and perseverance to create a brand.” BRANDING Source: David Ogilvy
  9. 9. IT’S NOT A SINGLE PRODUCT BRANDING Source: Dan Pallotta - A Logo is Not a Brand
  10. 10. “A brand is the set of expectations, memories, stories and relationships that, taken together, account for a consumer’s decision to choose one product or service over another. If the consumer doesn’t pay a premium, make a selection or spread the word, then no brand value exists for that consumer.” BRANDING Source: Seth Godin
  11. 11. BUILDING AN EFFECTIVE BRAND: BRANDING
  12. 12. “Differentiate. Our brains are hardwired to notice what is different, not what is the same.” BRANDING Source: Marty Neumeier - The Brand Gap
  13. 13. 1. WHO ARE YOU 2. WHAT DO YOU DO? 3. WHY DOES IT MATTER? BRANDING Source: Marty Neumeier - The Brand Gap
  14. 14. “What makes your brand remarkable is that you do something that no one else does or you do it in a way they can’t help but talk about.” BRANDING Source: John Morgan - Brand Against The Machine
  15. 15. THE EMPHASIS OF MARKETING APPEAL HAS CHANGED BRANDING Source: Marty Neumeier - The Brand Gap
  16. 16. 1900+ 1925+ 1950+ 2000+ FEATURES BENEFITS EXPERIENCE IDENTIFICATION “What it has” “What it does” “What you’ll feel” “Who you are” BRANDING Source: Marty Neumeier - The Brand Gap
  17. 17. “Focus. A focused brand knows exactly what it is, why it’s different, and why people want it.” BRANDING Source: Marty Neumeier - The Brand Gap
  18. 18. SO, WHY IS THIS SO IMPORTANT? BRANDING
  19. 19. PEOPLE BUY WHAT THEY WANT, NOT WHAT THEY NEED BRANDING Source: John Morgan - Brand Against The Machine
  20. 20. “The degree of trust I feel towards the product rather than the assessment of its features and benefits, will determine whether I’ll buy this product or that product.” BRANDING Source: Marty Neumeier - The Brand Gap
  21. 21. BRANDING
  22. 22. THE ONLY DIFFERENCE IS THE BRAND BRANDING Source: Mike Desitny- The Want Makers
  23. 23. “It’s not what you say it is. It’s what they say it is.” BRANDING Source: Marty Neumeier - The Brand Gap
  24. 24. YOUR BRAND IS THE SUM OF ALL THE PARTS BRANDING Source: John Morgan - Brand Against The Machine
  25. 25. YOUR BRAND IS EVERY SINGLE TOUCHPOINT BRANDING Source: John Morgan - Brand Against The Machine
  26. 26. “Every advertisement (read: touchpoint) should be thought of as a contribution to the complex symbol which is the brand.” BRANDING Source: David Ogilvy
  27. 27. YOUR BRAND IS THE WAY YOU SPEAK BRANDING Source: Dan Pallotta - A Logo is Not a Brand
  28. 28. YOUR BRAND IS YOUR PEOPLE BRANDING Source: Dan Pallotta - A Logo is Not a Brand
  29. 29. YOUR BRAND IS YOUR FACILITIES BRANDING Source: Dan Pallotta - A Logo is Not a Brand
  30. 30. YOUR BRAND IS EVERYTHING YOU DON’T DO BRANDING Source: John Morgan - Brand Against The Machine
  31. 31. LOGO CORPORATE ID PRODUCTS BRANDING
  32. 32. YOUR BRAND IS YOUR STRATEGY BRANDING Source: Dan Pallotta - A Logo is Not a Brand
  33. 33. YOUR BRAND IS YOUR PROMISE BRANDING Source: Dan Pallotta - A Logo is Not a Brand
  34. 34. BRANDING
  35. 35. TAKE A STAND FOR SOMETHING BRANDING
  36. 36. “Your brand’s anchor belief is your brand’s philosophy or viewpoint. It’s a big idea that is the focus of all your products, services, marketing, presentations and any other element of your business. Its premise becomes the backbone of your brand.” BRANDING Source: John Morgan - Brand Against The Machine
  37. 37. BRAND = ADJECTIVE BRANDING Source: Luke Sullivan - Hey Whipple Squeeze This
  38. 38. ONCE YOU FIND YOUR ADJECTIVE, STICK TO IT BRANDING
  39. 39. REMEMBER THE 80/20 RULE. BRANDING
  40. 40. FLIPPING THE PERCEPTION BRANDING
  41. 41. SOME TERMS TO KNOW: BRANDING
  42. 42. BRAND EQUITY BRANDING
  43. 43. BRAND RESONANCE BRANDING
  44. 44. BRANDING
  45. 45. BRANDING
  46. 46. BRAND PARTNERS BRANDING
  47. 47. BRAND EXTENSIONS BRANDING
  48. 48. BRAND EVANGELISTS BRANDING
  49. 49. BRANDING
  50. 50. “It’s the hope of every marketer: to create something that not only does what it was designed to do, but does so with such force that the audience doesn’t just remember it, or even respond positively to it, but they evangelize for it.” BRANDING Source: Stefan Mumaw- Chasing the Monster Idea
  51. 51. “Do what you do so well that they will want to see it again, and bring their friends.” BRANDING Source: Walt Disney

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