A Grammar of Branding
Justin Robinson
Calgary, Alberta, Canada
Table of Contents
•Introduction
•Definition
•Perception
•Tools: Identification, Territory, Experience.
•Identification: Commo...
What are you made of?
Definition
What is
your
definition of
a brand?
What does
a brand do
for you?
Any product,
service,
personality,
organization...
100%
Non
Rational
ONLY
solution
Language
of
Dreams.
Imagine You are
in a Deep Ocean
of Dreams...
Inhabited by
magic fish......
Perception is Reality
-APE
-BUGS BUNNY 40%
-Blind taste tests
-Cheese / Socks
-OTC Medicine
-$9.99
-Brake!
-Vomit / Antido...
noble
castle
crown
tiara
reign
servant
throne
princess
regal
subjects
king
jester
monarch
royal
court
prince
purple
carria...
My favorite design is the Nike ‘tick’ because
IT MAKES ME FEEL
CONFIDENT - even though I am
not so good at sports.
-Raoul,...
In most people’s vocabularies,
design means veneer. Nothing could
be further from the meaning of
design. Design is the fun...
A brand is a living
thing.
Takes on a life
of its own and
shapes the
future of your
business.
BrandCOMPANY MARKET
Tornado
Ant
Hill
X
UNCONSCIOUS
Sales:
“Believe in
your product”
Identification
Territory
Experience
Communication
RECORD
WHAT THEY
WANT
YOU WILL
LEAVE WITH 3
TOOLS:
FRAMEWORKS
1. Identification
Adidas
vs. Nike
Coke vs.
Pepsi
Hitler,
Cults
The Triumph of Narrative
“Leaders achieve their effectiveness
chiefly through the stories they
relate. In addition to commu...
Indiana Jones / Rosa Parks / Wonder Woman / Han
Solo / James Bond / Anne of Green Gables / Rocky
Balboa / Aphrodite / Oska...
creation story / creed /
icons / rituals / sacred
words / non-believers /
a leader
Primal Branding:
Construct of 7
Pieces ...
Different
Intent to Purchase
vs. How Unique is the
Product:
Uniqueness = the
emotional
connection
2. Territory
Success means never letting the
competition define you. Instead, you
have to define yourself based on a
point of view you ca...
The Competition
Create a List of
all factors that
you compete
with them on.
Create a list
of all
players in
your field.
Price
StarPerform
ers
Anim
alShow
sAisle
C
oncessionsM
ultipleArenas
Fun
&
H
um
orThrills&
D
anger
U
niqueVenue
Ringling B...
PriceStarPerform
ers
Anim
alShow
s
Aisle
C
oncessions
M
ultipleArenasFun
&
H
um
or
Thrills&
D
angerU
niqueVenue
Them
e
M
u...
A NewValue
Curve
Reduce
(Well Below
Industry
Standards)
Create
(Industry Has
Never Offered)
Raise
(Well Above
Industry
Sta...
Reconstruct Market
Boundaries
Brand Impact
Buzz &
Loyalty
Brand
Image
Prevents
Imitation
Category
Intrigue &
Dominance
{ Episode / Happening / Encounter / Adventure /
Perception / Life / Existence / Taste / Sense /
Live Through / Undergo / A...
Starbucks is an experiential brand
The package design of whole bean coffees matters.
The hours of operation signs on the f...
4 Pleasures:
Physical
Psychological
Social
Value
Communication
Theory for Novices*
* Early stage but showing promise as
individuals who might advance
quickly through the b...
Speech Act Theory
What you will
say, what you
don’t say, what
you won’t say.
Quantity
Quality
Relation
Manner
Sprezzatura
•Rehearsed Spontaneity
•Appear Effortless
•True art is what does not
seem to be art.
•Life as Art
•Geisha - Ev...
Mystery
Sensuality
Intimacy
A complex system that works is
invariably found to have evolved
from a simple system that works.
-John Gaule
Perfection [in design] is achieved
not when there is nothing more to
add, but rather when there is
nothing more to take aw...
Simplicity. Clarity.
Grace. Beauty.
It was a revelation to discover how
design could change people’s
behavior. I learned that simply by
altering the graphic c...
Branding Handouts for Brand Experience Seminar
Branding Handouts for Brand Experience Seminar
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Branding Handouts for Brand Experience Seminar

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Justin Robinson makes a decent attempt to provide some branding tools for those who are focused on brand development.

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Branding Handouts for Brand Experience Seminar

  1. 1. A Grammar of Branding Justin Robinson Calgary, Alberta, Canada
  2. 2. Table of Contents •Introduction •Definition •Perception •Tools: Identification, Territory, Experience. •Identification: Common narratives, common symbols. •Territory: An exercise in Blue Oceans. •Experience: Activating pleasure. •Communication theory for novices.
  3. 3. What are you made of?
  4. 4. Definition What is your definition of a brand? What does a brand do for you? Any product, service, personality, organization, political or social cause, even civic community.
  5. 5. 100% Non Rational ONLY solution Language of Dreams. Imagine You are in a Deep Ocean of Dreams... Inhabited by magic fish... SUB / UN CONSCIOUS 95% / 5% Neurons Silent Feeling conversations occurring but don’t know their nature DRAW TRIANGLE
  6. 6. Perception is Reality -APE -BUGS BUNNY 40% -Blind taste tests -Cheese / Socks -OTC Medicine -$9.99 -Brake! -Vomit / Antidote (inert substance) -Wall Clock Exercise on Next Slide
  7. 7. noble castle crown tiara reign servant throne princess regal subjects king jester monarch royal court prince purple carriage jewels joust
  8. 8. My favorite design is the Nike ‘tick’ because IT MAKES ME FEEL CONFIDENT - even though I am not so good at sports. -Raoul, age 11 Does feeling confident improve Raoul’s game next time he’s on the Court? Helping people define who they are, affecting their experience, changing their world. Dealing with a need?
  9. 9. In most people’s vocabularies, design means veneer. Nothing could be further from the meaning of design. Design is the fundamental soul of a man-made creation. -Steve Jobs
  10. 10. A brand is a living thing. Takes on a life of its own and shapes the future of your business.
  11. 11. BrandCOMPANY MARKET Tornado Ant Hill X UNCONSCIOUS Sales: “Believe in your product”
  12. 12. Identification Territory Experience Communication RECORD WHAT THEY WANT YOU WILL LEAVE WITH 3 TOOLS: FRAMEWORKS
  13. 13. 1. Identification Adidas vs. Nike Coke vs. Pepsi Hitler, Cults
  14. 14. The Triumph of Narrative “Leaders achieve their effectiveness chiefly through the stories they relate. In addition to communicating stories, leaders embody these stories. Stories have identity. They are narratives that help individuals think about and feel who they are, where they come from and where they are headed. They constitute the single most powerful weapon in a leader’s arsenal.” -Howard Gardner
  15. 15. Indiana Jones / Rosa Parks / Wonder Woman / Han Solo / James Bond / Anne of Green Gables / Rocky Balboa / Aphrodite / Oskar Schindler / Robin Hood / Mahatma Gandhi / Superman / Moses / Tinkerbell / Novalee Nation / Buddha / Aristotle / Wayne Gretzky / Nancy Drew / Winston Churchill / Christopher Columbus / Apollo / Amelia Earhart / Albert Einstein / Wolverine / Roberta Bondar / Thomas Edison / Michelangelo / Ellen Degeneres / Condoleeza Rice / Loki / Oprah Winfrey / Bono / Al Gore / Terry Fox / Marlene Dietrich / Nefertiti / Martha Stewart / John Galt / Thor / Captain America / ET / Bill & Melinda Gates / Leonard Cohen / Nellie McClung Small Groups or Dyads Relate the crux of the story Explain how your brand & your customers relate / aspire to this figure.
  16. 16. creation story / creed / icons / rituals / sacred words / non-believers / a leader Primal Branding: Construct of 7 Pieces of Primal Code that Design a Belief System Creating Communities around a belief system Resonate
  17. 17. Different Intent to Purchase vs. How Unique is the Product: Uniqueness = the emotional connection
  18. 18. 2. Territory
  19. 19. Success means never letting the competition define you. Instead, you have to define yourself based on a point of view you care deeply about. -Tom Chappell Founder, Tom’s of Maine
  20. 20. The Competition Create a List of all factors that you compete with them on. Create a list of all players in your field.
  21. 21. Price StarPerform ers Anim alShow sAisle C oncessionsM ultipleArenas Fun & H um orThrills& D anger U niqueVenue Ringling Bros. & Barnum & Bailey Sm GRAPH YOUR INDUSTRY THE SAME WAY INTRODUCE RED OCEAN / BLUE OCEAN CONCEPT
  22. 22. PriceStarPerform ers Anim alShow s Aisle C oncessions M ultipleArenasFun & H um or Thrills& D angerU niqueVenue Them e M ultiple Productions Artistic M usic & D ance Cirque Du Soleil Ringling Bros. & Barnum & Bailey Smaller Regional Circuses
  23. 23. A NewValue Curve Reduce (Well Below Industry Standards) Create (Industry Has Never Offered) Raise (Well Above Industry Standards) Eliminate (Industry Takes For Granted)
  24. 24. Reconstruct Market Boundaries
  25. 25. Brand Impact Buzz & Loyalty Brand Image Prevents Imitation Category Intrigue & Dominance
  26. 26. { Episode / Happening / Encounter / Adventure / Perception / Life / Existence / Taste / Sense / Live Through / Undergo / Affected By / What One Meets With / Spiritual Conversion } 3. Experience
  27. 27. Starbucks is an experiential brand The package design of whole bean coffees matters. The hours of operation signs on the front door matters. The way the chocolate-covered espresso beans are merchandised on the shelves matters. The music playing in-store matters. The way baristas dress matters. The way your espresso drink is prepared and delivered matters. The promotional sign placed at the main cash register matters. The lighting in the restrooms matters. E-V-E-R-Y-T-H-I-N-G to Starbucks matters. -John Moore
  28. 28. 4 Pleasures: Physical Psychological Social Value
  29. 29. Communication Theory for Novices* * Early stage but showing promise as individuals who might advance quickly through the basics.
  30. 30. Speech Act Theory What you will say, what you don’t say, what you won’t say. Quantity Quality Relation Manner
  31. 31. Sprezzatura •Rehearsed Spontaneity •Appear Effortless •True art is what does not seem to be art. •Life as Art •Geisha - Every Action is Art •Persuasiveness •“There is such a thing as careful negligence.” •More beautiful when unadorned.
  32. 32. Mystery Sensuality Intimacy
  33. 33. A complex system that works is invariably found to have evolved from a simple system that works. -John Gaule
  34. 34. Perfection [in design] is achieved not when there is nothing more to add, but rather when there is nothing more to take away. -Eric Raymond
  35. 35. Simplicity. Clarity. Grace. Beauty.
  36. 36. It was a revelation to discover how design could change people’s behavior. I learned that simply by altering the graphic content of an exhibit you could double the number of people who visited it. -Gillian Thomas, formerly of The Science Museum/UK

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