Using Donald Trump as an extremely blunt metaphor and sprinkled with case studies both good and bad, this talk explores the evolution of branding from being purely product orientated, into being more about promise and then aligned with having a higher purpose. The proposition being put forward is that as a business tool, branding has continued to evolve and is now concerned with not just why a business exists, but also about how a business exists and it's principles.

1. Hello.
You look nice.
@mattdesmier

3. Connecting people. Uniting the world!
Every day we unite the world by connecting people to the moments that matter the most.

5. We believe in happy people making happy soap, putting
faces on our products and making our mums proud

6. We believe in happy people making happy soap, putting
faces on our products and making our mums proud

8. Make America Great Again.

9. Today’s Lesson:
Branding
In an era of Post-Truth

10. Today’s Lesson:
Branding
In an era of Post-Truth
PURPOSE

11. Today’s Lesson:
Branding
In an era of Post-Truth
PURPOSE
PRINCIPLES

12. BRANDING:
The point at which the
identity you portray,
meets the image your
audience receives and the
reality they experience.
NB this is not an actual quote from Donald Trump

15. TOOL

16. Awareness
Interest
Desire
Action
Retention
Advocacy
Branding
Engagement
& sales
Branding
Faris & Rosie Yakob, Founders, Genius Steals

17. Awareness
Interest
Desire
Action
Retention
Advocacy
Branding
Engagement
& sales
Branding
Faris & Rosie Yakob, Founders, Genius Steals

18. The Evolution of Branding

19. Agricultural
Economy

21. Agricultural
Economy
Early
Industrial

23. Product

24. Agricultural
Economy
Early
Industrial
Mass
Media

26. Product Promise

27. Information Age

28. People influence people.
Nothing influences people
more than a recommendation
from a trusted friend.
Mark Zuckerburg, Founder, Facebook

29. TEDx Puget Sound, Newcastle, 2009
Average companies give their people something to work on. The most
innovative organizations give their people something to work toward.

30. Build the best product, cause no unnecessary harm, use business
to inspire and implement solutions to the environmental crisis

31. With every product you purchase,
TOMS will help a person in need

32. Improving the quality of life of the communities we serve

33. Product Promise Purpose

34. To be the Earth’s most customer-centric company

35. To organise the world’s information

36. To bring the world close together

37. BRANDING:
Brands are built on what
people say about you, not
what you’re saying about
yourself.
NB again, this is not an actual quote from Donald Trump either

38. Product Promise Purpose Principles

39. To use the power of sport to move the world forward.
We believe in a fair, sustainable future, one where everyone
thrives on a healthy planet and level playing field.

42. To use the power of sport to move the world forward.
We believe in a fair, sustainable future, one where everyone
thrives on a healthy planet and level playing field.

44. If we do right by our culture,
we’ll do right by our clients.

46. These are the signals that show
they’re taking their purpose seriously

48. BRANDING:
Successful brands have integrity.
They’re truthful, honest and transparent.
Successful brands are consistent & reliable.
Successful brands have PRINCIPLES.
NB and, you’ve guessed it, this is also not an actual quote from Donald Trump

49. Kindness
Competitive
as
Advantage
NB clearly this is something Donald Trump has never said either

50. THANKS!
@mattdesmier