Are you a brand?
Do you want to be?

Northern Voice 2009
Brett T. T. Macfarlane
Seriously though, who is this jackass?
4
:30 History of Branding
Back in day
Some guy Brands a Cow
The 60’s
CPG products now brands
The 70’s
Footprints of commercial
globalization
The 80’s
Brand pervasiveness
The 90’s
Brand rejection
The 00’s
Brand indifference
http://cache.daylife.com/imageserve/07wz2AZ6JTdih/340x.jpg
Brands
Behaving
Badly
16
- / Don’t know their audience

- / Lack conviction

- / See brand as logo

- / Don’t care about you, the human being

- / ...
Do you even want
to consider yourself
a brand?
You are one,
whether you like it
or not.
BRAND ≠ IDENTITY
A brand is not a “thing”

It is a bundle of meaning
It is whatever is in people’s heads

Good and bad. Right and wrong


 ...
jordan olympics sweat
victory


shop sport just do it
exploitation         slave freedom tiger
               labour


woo...
Principles
of
Branding
Define your
audience


              27
Text




       Who are you for?
                     28
Stand for
something


            29
“If you stand for something, you
will always find some people for
you and some against you. If
you stand for nothing, you ...
What makes
you you?


             31
Point of difference

                32
Prove it



           33
Field of competence

                34
Tone of
voice


          35
Personality

        36
Good blogs
Good brands




              37
38
40
41
42
43
- / Know your audience

- / Stand for something

- / Authentic

- / Speak and converse with you like a
  human being

- / ...
Thank
You
        45
Brett T. T. Macfarlane
Account Director
DDB Canada



me@brettmacfarlane.com
brettmacfarlane.typepad.com
twitter.com/macfa...
Nothern Voice 09 - Around You a Brand? Do You Want to be?
Nothern Voice 09 - Around You a Brand? Do You Want to be?
Nothern Voice 09 - Around You a Brand? Do You Want to be?
Nothern Voice 09 - Around You a Brand? Do You Want to be?
Nothern Voice 09 - Around You a Brand? Do You Want to be?
Nothern Voice 09 - Around You a Brand? Do You Want to be?
Nothern Voice 09 - Around You a Brand? Do You Want to be?
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Nothern Voice 09 - Around You a Brand? Do You Want to be?

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"Brand" is a nebulous term, what do they mean in today's world and what lessons good and bad can the blogger learn. And what should the uber brand learn from blogs.

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Nothern Voice 09 - Around You a Brand? Do You Want to be?

  1. 1. Are you a brand? Do you want to be? Northern Voice 2009 Brett T. T. Macfarlane
  2. 2. Seriously though, who is this jackass?
  3. 3. 4
  4. 4. :30 History of Branding
  5. 5. Back in day Some guy Brands a Cow
  6. 6. The 60’s CPG products now brands
  7. 7. The 70’s Footprints of commercial globalization
  8. 8. The 80’s Brand pervasiveness
  9. 9. The 90’s Brand rejection
  10. 10. The 00’s Brand indifference
  11. 11. http://cache.daylife.com/imageserve/07wz2AZ6JTdih/340x.jpg
  12. 12. Brands Behaving Badly
  13. 13. 16
  14. 14. - / Don’t know their audience - / Lack conviction - / See brand as logo - / Don’t care about you, the human being - / It’s hard not to suck
  15. 15. Do you even want to consider yourself a brand?
  16. 16. You are one, whether you like it or not.
  17. 17. BRAND ≠ IDENTITY
  18. 18. A brand is not a “thing” It is a bundle of meaning It is whatever is in people’s heads Good and bad. Right and wrong 23
  19. 19. jordan olympics sweat victory shop sport just do it exploitation slave freedom tiger labour woods consumerism bo jackson oregon haywood field yellow prefontain lance armstrong losing $30 sweat athlete running logo cool athletes bad crap comfortable 25
  20. 20. Principles
of
Branding
  21. 21. Define your audience 27
  22. 22. Text Who are you for? 28
  23. 23. Stand for something 29
  24. 24. “If you stand for something, you will always find some people for you and some against you. If you stand for nothing, you will find nobody against, and nobody for you” 30
  25. 25. What makes you you? 31
  26. 26. Point of difference 32
  27. 27. Prove it 33
  28. 28. Field of competence 34
  29. 29. Tone of voice 35
  30. 30. Personality 36
  31. 31. Good blogs Good brands 37
  32. 32. 38
  33. 33. 40
  34. 34. 41
  35. 35. 42
  36. 36. 43
  37. 37. - / Know your audience - / Stand for something - / Authentic - / Speak and converse with you like a human being - / Try, desperately, not to suck
  38. 38. Thank You 45
  39. 39. Brett T. T. Macfarlane Account Director DDB Canada me@brettmacfarlane.com brettmacfarlane.typepad.com twitter.com/macfarbt

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