Introduction to The Lean Brand V1. Presentation by Jeremiah Gardner at SXSW 2014.
(illustrations by @FAKEGRIMLOCK)
About the book:
The Lean Brand is the first book to apply lean principles to brand development to help startups and innovative enterprises form validated, sustainable, and passionate relationships with their customers based on experimentation, validated learning, and iteration rather than subjective opinion in this new era of value-creation.
Become an early adopter: http://leanbrandbook.com.
14. SUSTAINING DISRUPTIVE
BRANDING LEADS THE WAY
EXISTING MARKET
PROBLEM WELL UNDERSTOOD
INNOVATION IMPROVES DIFFERENTIATION
INCREMENTAL CHANGE
PRODUCT LEADS THE WAY
UNKNOWN / NEW MARKET
PROBLEM NOT WELL UNDERSTOOD
INNOVATION IS DRAMATIC
RADICAL CHANGE
INNOVATIONSPECTRUM
YOU?
15. We believe [this set of people]
will [care / be passionate about us]
for / because [this reason].
MOTIONAL–VALUE
HYPOTHESIS
17. STORY INVITATIONARTIFACT
WHO ARE YOU?
WHY DO YOU EXIST?
WHY SHOULD I CARE?
WHAT IS YOUR RALLYING POINT?
PROJECT YOUR STORY
WHAT DO THEY TOUCH?
WHAT DO THEY EXPERIENCE?
WHAT DO THEY SEE?
INSPIRE DON’T SELL
WHERE DO YOU SHOW UP?
WHAT DO YOU SAY?
DISCOVER MESSAGE PULL