Building a Brand 2.0

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This is just my thoughts that I have been battering around for a while. Somethings I have taken from other people. Some things remixed peoples thinking ... somethings I have made up. Hope you find it useful. I hope to add to it.. so any help would be great

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  • perfect ppt to suggest what goes beyond the brand.
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  • Wow nice posting
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Building a Brand 2.0

  1. 1. To deliver Emotional Resonance for a brand, we need to move away from finding an excuse to say things to people and start to identify something we can do for them
  2. 2. We can start by looking at them as people not any of these : source: Cluetrain Manifesto originally but I stole it from Subject to Change from Adaptive Path
  3. 3. And it is time to serve up little
  4. 4. Then begin to service people’s inherent emotional needs SECURITY ADVENTURE FREEDOM EXCHANGE POWER COMMUNITY ACCEPTANCE EXPANSION EXPRESSION
  5. 5. We need to address an emotional need greater than the product Better Running Shoes Better Running
  6. 6. We are now moving away from just functional product to lifestyle experiences FUNCTIONAL PRODUCTS EMOTIONAL EXPERIENCES
  7. 7. How does this translate into marketing brands
  8. 8. We need our brand to champion an agenda Better tea for you Better tea for everyone
  9. 9. We need to clarify people’s expectations …..then better them Expect it Better it
  10. 10. We need to let people be part of the process The power of co-creation highlighted in the 1920’s research which identified the Hawthorne Effect
  11. 11. We need to move from an ….. Ivory Tower Opening the door
  12. 12. Better transport for your baby Ideas for great experiences with your passenger We need to facilitate people’s emotional experiences
  13. 13. We need to give them what they want…..without them knowing it Telling Facilitating
  14. 14. We need to make our brands make people’s lives better By providing a complimentary service to that of the brand Providing something useful, not yet more clutter By accentuating your brand through what you do, not just what you say By Delivering BRAND UTILITIES ‘ Not taking another 30 seconds of someone’s life’

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