Brands Need to be Like Snow Globes

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simplified version of brand thinking paper

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Brands Need to be Like Snow Globes

  1. 1. Brands Need to be Like Snow Globes Julia Sullivan
  2. 2. “A brand is an entity that engenders anemotional connection with a consumer.” Stanley Hainsworth, former Creative Director at Nike and Lego
  3. 3. I like to think that brands need to besnow globes. Snow globes are made of glass, and sometimes they are shakenup. When the snow settles, the scene is almost always beautiful.
  4. 4. Great brands must be transparent, and sometimes they get “shaken up” with controversy. When the dust clears andthe truth comes out, they need to prevail with a great image.
  5. 5. Brands need to be clear and good.
  6. 6. The pieces of a brand need to be carefully examined. These pieces come in the formof the leaders, the foundation, the mission statement, customer service, the employees, the product, the tone used in their social media, and much more.
  7. 7. Many brand indicators stem from thecreation of the company or product. Who created the company? Why did they do it? How did they do it?
  8. 8. The more clear and consistent a brand is, the easier it is for the consumer to understand andrecognize that brand’s identity.
  9. 9. “Brands are verbs. Nike exhorts. IBM solves. Sony dreams.” Dan Wieden, Wieden+Kennedy cofounder
  10. 10. Brands need to be clear and good.
  11. 11. “If a company lacks soul or heart, if itdoesn’t understand the concept of “brand,” or if it is disconnected from the world around it, there is little chance that its marketing will resonate deeply with anyone...
  12. 12. ...It’s a lot like putting lipstick on a pig.” Scott Bedbury, former brand consultant for Nike and Starbucks
  13. 13. Brands need to have a pure core inorder to have a chance in this day in age, where consumers ask for transparency or dig for information themselves if they have to.
  14. 14. “The brand already exists. It’salready at work in the minds andhearts of people. Maybe they’ve just overlooked an aspect of it.” David Fowler, Ogilvy’s Executive Creative Director
  15. 15. The End.

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