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BRAND ≠ BULLSHIT
@BrantCooper
#TheLeanBrand
@JeremiahGardner
BRAND?
WHAT IS A
t#TheLeanBrand @JeremiahGardner
A BRAND IS A
RELATIONSHIP
t#TheLeanBrand @JeremiahGardner
ONE DIRECTION
LOGO, PALETTE, PROMISE
BRAND GENIUS
CONVENTIONAL
BRANDING
DOWNSTREAM
MANAGED BY
t#TheLeanBrand @JeremiahGard...
VALUE
t#TheLeanBrand @JeremiahGardner
BRAND, MEET LEAN
t#TheLeanBrand @JeremiahGardner
t#TheLeanBrand @JeremiahGardner
INNOVATION
EXPERIMENTATION
VALIDATED LEARNING
LEAN
BRAND THROUGH
MANAGED BY
“A ‘STARTUP’ IS A COMPANY THAT IS
CONFUSED ABOUT -
1. WHAT ITS PRODUCT IS.
2. WHO ITS CUSTOMERS ARE.
3. HOW TO MAKE MONEY....
BRANDING LEADS THE WAY
EXISTING MARKET
PROBLEM WELL UNDERSTOOD
INNOVATION IMPROVES DIFFERENTIATION
INCREMENTAL CHANGE
PROD...
VALUE STREAM MATRIXDISCOVER, TRACK, AND ITERATE YOUR VALUE STREAM
ORGANIZATION: PERSONA SEGMENT: DATE:
AWAREINTRIGUEDTRUST...
HYPOTHESIS–DRIVEN
DEVELOPMENT
t#TheLeanBrand @JeremiahGardner
If we do X, Y% of people will behave in way Z.
t#TheLeanBrand @JeremiahGardner
t#TheLeanBrand @JeremiahGardner
MINIMUM VIABLE BRAND
t#TheLeanBrand @JeremiahGardner
t#TheLeanBrand @JeremiahGardner
t#TheLeanBrand @JeremiahGardner
INNOVATION =
t#TheLeanBrand @JeremiahGardner
http://leanbrandbook.com
FREE ARTWORK, CASE STUDIES, FREE CHAPTER
http://leanbrandlab.com
EVENTS,WORKSHOPS & LAB APPLICATION
GOODBYE, OLD-SCHOOL BRANDING.
HELLO, INNOVATION
#TheLeanBrand @JeremiahGardner
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The Lean Brand: Brand ≠ Bullshit

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The Lean Brand is the first book to bring the rigor of lean startup principles to the marketing black box of branding. For the Launch Tour, hundreds of founders, intrapreneurs, and entrepreneurs came out in support of The Lean Brand all around the globe. In this presentation, Jeremiah Gardner and Brant Cooper share a new perspective on brand innovation and introduce you to the ideas in the book.

Published in: Business

The Lean Brand: Brand ≠ Bullshit

  1. 1. BRAND ≠ BULLSHIT
  2. 2. @BrantCooper #TheLeanBrand @JeremiahGardner
  3. 3. BRAND? WHAT IS A t#TheLeanBrand @JeremiahGardner
  4. 4. A BRAND IS A RELATIONSHIP t#TheLeanBrand @JeremiahGardner
  5. 5. ONE DIRECTION LOGO, PALETTE, PROMISE BRAND GENIUS CONVENTIONAL BRANDING DOWNSTREAM MANAGED BY t#TheLeanBrand @JeremiahGardner
  6. 6. VALUE t#TheLeanBrand @JeremiahGardner
  7. 7. BRAND, MEET LEAN t#TheLeanBrand @JeremiahGardner
  8. 8. t#TheLeanBrand @JeremiahGardner INNOVATION EXPERIMENTATION VALIDATED LEARNING LEAN BRAND THROUGH MANAGED BY
  9. 9. “A ‘STARTUP’ IS A COMPANY THAT IS CONFUSED ABOUT - 1. WHAT ITS PRODUCT IS. 2. WHO ITS CUSTOMERS ARE. 3. HOW TO MAKE MONEY.” ~ Cuddly Bear (AKA Dave McClure) t#TheLeanBrand @JeremiahGardner
  10. 10. 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 WHERE ARE YOU? t#TheLeanBrand @JeremiahGardner
  11. 11. VALUE STREAM MATRIXDISCOVER, TRACK, AND ITERATE YOUR VALUE STREAM ORGANIZATION: PERSONA SEGMENT: DATE: AWAREINTRIGUEDTRUSTINGCONVINCEDHOPEFULSATISFIEDPASSIONATE ACQUISITIONFUNNELCONVERSIONMVPGROWTH ENGINE Organization Action Audience Action Result: Organization Action Audience Action Result: Organization Action Audience Action Result: Organization Action Audience Action Result: Organization Action Audience Action Result: Organization Action Audience Action Result: Organization Action Audience Action Result: VALUE STREAM From The Lean Entrepreneur (Brant Cooper & Patrick Vlaskovits) t#TheLeanBrand @JeremiahGardner
  12. 12. HYPOTHESIS–DRIVEN DEVELOPMENT t#TheLeanBrand @JeremiahGardner
  13. 13. If we do X, Y% of people will behave in way Z. t#TheLeanBrand @JeremiahGardner
  14. 14. t#TheLeanBrand @JeremiahGardner
  15. 15. MINIMUM VIABLE BRAND t#TheLeanBrand @JeremiahGardner
  16. 16. t#TheLeanBrand @JeremiahGardner
  17. 17. t#TheLeanBrand @JeremiahGardner
  18. 18. INNOVATION = t#TheLeanBrand @JeremiahGardner
  19. 19. http://leanbrandbook.com FREE ARTWORK, CASE STUDIES, FREE CHAPTER
  20. 20. http://leanbrandlab.com EVENTS,WORKSHOPS & LAB APPLICATION
  21. 21. GOODBYE, OLD-SCHOOL BRANDING. HELLO, INNOVATION #TheLeanBrand @JeremiahGardner

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