Defining a brand

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  • Defining a brand

    1. 1. Belmont EIS 2350Creative Entertainment Technologies Defining a Brand
    2. 2. The obvious question: WHAT IS A “BRAND”(and the less obvious “Why should I care?”)
    3. 3. What is a brand?Dictionary.com defines “brand” as:1.! kind, grade, or make, as indicated by a stamp, trademark, orthe like: the best brand of coffee.2.! a mark made by burning or otherwise, to indicate kind, grade,make, ownership, etc.3.! a mark formerly put upon criminals with a hot iron.4.! any mark of disgrace; stigma.5.! branding iron.6.! a kind or variety of something distinguished by some distinctivecharacteristic: The movie was filled with slapstick—a brand ofhumor he did not find funny.7.! a burning or partly burned piece of wood.8.! Archaic. a sword.9.! to label or mark with or as if with a brand.10.!to mark with disgrace or infamy; stigmatize.11.!to impress indelibly: The plane crash was branded on her mind.12.!to give a brand name to: branded merchandise.13.!to promote as a brand name.
    4. 4. What is a brand REALLY? Identity.
    5. 5. What is a brand REALLY?Reputation.
    6. 6. What is a brand REALLY?Expectation.
    7. 7. What is a brand REALLY? Expectation.A Brand is simply a reputation. It’s what people saywhen you’re not in the room, and branding is thediscipline of influencing that reputation. It is notreserved solely for the marketing department, but itis a company wide initiative and benefit.
    8. 8. And How Do I Create One?NameLogoSlogan
    9. 9. What’s in a name?Some names are very “dot com”
    10. 10. What’s in a name?Some names take commonthings and turn them into new brands.
    11. 11. What’s in a name?And some names are so good, they define an absolute category.
    12. 12. Lookin’ at Logos Some images say it all.
    13. 13. Slogans: Name That Brand!
    14. 14. Slogans: Name That Brand!“The ultimate driving machine.”
    15. 15. Slogans: Name That Brand!“The ultimate driving machine.”
    16. 16. Slogans: Name That Brand! “Melts in your mouth...”
    17. 17. Slogans: Name That Brand! “Melts in your mouth...”
    18. 18. Slogans: Name That Brand!“Breakfast of Champions”
    19. 19. Slogans: Name That Brand!“Breakfast of Champions”
    20. 20. Slogans: Name That Brand! “Think Different.”
    21. 21. Slogans: Name That Brand! “Think Different.”
    22. 22. Slogans: Name That Brand!“Let your fingers do the walking.”
    23. 23. Slogans: Name That Brand!“Let your fingers do the walking.”
    24. 24. Slogans: Some brands are smartenough to use their own names.
    25. 25. Slogans: Some brands are smartenough to use their own names. “Got ****?”
    26. 26. Slogans: Some brands are smartenough to use their own names. “Built **** Tough.”
    27. 27. Slogans: Some brands are smartenough to use their own names.“You’re in good hands with *******.”
    28. 28. Slogans: Some brands are smartenough to use their own names.“**, We bring good things to life.”
    29. 29. Slogans: Some brands are smartenough to use their own names. “Don’t squeeze the *******.”
    30. 30. Slogans: Some brands are smartenough to use their own names. BONUS: ******, take me away!!!
    31. 31. LET’S TALK ABOUT BAND BRANDS. These brands are iconic.
    32. 32. AND A BIT ABOUT BRAND CONSISTENCYThese brands, though popular, are not iconic.
    33. 33. Name that artist!
    34. 34. Name that artist!
    35. 35. Name that artist!
    36. 36. Artist AlbumTitles = Slogans.
    37. 37. Artist AlbumTitles = Slogans.
    38. 38. Artist Album Titles = Slogans.Sgt. Peppers Lonely Hearts Club Band
    39. 39. Artist Album Titles = Slogans.Sgt. Peppers Lonely Hearts Club BandThe Joshua Tree
    40. 40. Artist Album Titles = Slogans.Sgt. Peppers Lonely Hearts Club BandThe Joshua TreeAre You Experienced?
    41. 41. Artist Album Titles = Slogans.Sgt. Peppers Lonely Hearts Club BandThe Joshua TreeAre You Experienced?Highway To Hell
    42. 42. Artist Album Titles = Slogans.Sgt. Peppers Lonely Hearts Club BandThe Joshua TreeAre You Experienced?Highway To HellNo Strings Attached
    43. 43. Artist Album Titles = Slogans.Sgt. Peppers Lonely Hearts Club BandThe Joshua TreeAre You Experienced?Highway To HellNo Strings AttachedBorn To Run
    44. 44. Artists Using “Slogan” “What?” “Okay”
    45. 45. Artists Using “Slogan” “What?” “Okay”
    46. 46. Artists Using “Slogan” “What?” “Okay” “Uhhhh” “No Limit Soldier”
    47. 47. Artists Using “Slogan” “What?” “Okay” “Uhhhh” “No Limit Soldier”
    48. 48. KNOW THYSELF.To Brand Others. You must first understand YOUR Brand
    49. 49. KNOW THYSELF.To Brand Others. You must first understand YOUR Brand To know yourself is to understand your perspective on the World.
    50. 50. Once you understand YOURSELF youare able to justify the strategicdecisions you make for yourself andthose you serve.
    51. 51. Once you understand YOURSELF youare able to justify the strategicdecisions you make for yourself andthose you serve. - I totally wrote that
    52. 52. Once you understand YOURSELF youare able to justify the strategicdecisions you make for yourself andthose you serve. - I totally wrote that Link to michael-sloane.com
    53. 53. Personal Branding Consistency BRAND CONSISTENCY DEFINED: An attempt to communicate the brand message in a way which doesn’t detract or wander away from the core brand proposition
    54. 54. Personal Branding Consistency BRAND CONSISTENCY DEFINED: An attempt to communicate the brand message in a way which doesn’t detract or wander away from the core brand proposition
    55. 55. Personal Branding Consistency BRAND CONSISTENCY DEFINED: An attempt to communicate the brand message in a way which doesn’t detract or wander away from the core brand proposition
    56. 56. Madonna Knows Herself.
    57. 57. Madonna Knows Herself.
    58. 58. Bono Knows Himself.
    59. 59. Bono Knows Himself.
    60. 60. Do you know YOURSELF?
    61. 61. Do you know YOURSELF?
    62. 62. Elements of a personal brand: This WILL be on the Branding Test
    63. 63. Elements of a personal brand: Appearance This WILL be on the Branding Test
    64. 64. Elements of a personal brand: Appearance Personality traits This WILL be on the Branding Test
    65. 65. Elements of a personal brand: Appearance Personality traits Psychological attributes This WILL be on the Branding Test
    66. 66. Elements of a personal brand: Appearance Personality traits Psychological attributes Spiritual views This WILL be on the Branding Test
    67. 67. Elements of a personal brand: Appearance Personality traits Psychological attributes Spiritual views Political opinions This WILL be on the Branding Test
    68. 68. Elements of a personal brand: Appearance Personality traits Psychological attributes Spiritual views Political opinions Social associations This WILL be on the Branding Test
    69. 69. Elements of a personal brand: Appearance Personality traits Psychological attributes Spiritual views Political opinions Social associations Occupation This WILL be on the Branding Test
    70. 70. Personal Appearance
    71. 71. Personal AppearanceHow do you wear your hair?
    72. 72. Personal AppearanceHow do you wear your hair?Do you wear makeup? And if so, how much?
    73. 73. Personal AppearanceHow do you wear your hair?Do you wear makeup? And if so, how much?Clothes/shoe/fashion choices
    74. 74. Personal AppearanceHow do you wear your hair?Do you wear makeup? And if so, how much?Clothes/shoe/fashion choices Designer/Thrift?
    75. 75. Personal AppearanceHow do you wear your hair?Do you wear makeup? And if so, how much?Clothes/shoe/fashion choices Designer/Thrift? Who cares?
    76. 76. Personal AppearanceHow do you wear your hair?Do you wear makeup? And if so, how much?Clothes/shoe/fashion choices Designer/Thrift? Who cares?Do you wear perfume/cologne?
    77. 77. Personal AppearanceHow do you wear your hair?Do you wear makeup? And if so, how much?Clothes/shoe/fashion choices Designer/Thrift? Who cares?Do you wear perfume/cologne?Do you notice the choices of others?
    78. 78. Personal AppearanceHow do you wear your hair?Do you wear makeup? And if so, how much?Clothes/shoe/fashion choices Designer/Thrift? Who cares?Do you wear perfume/cologne?Do you notice the choices of others?Do you like the way you look?
    79. 79. Personality Traits
    80. 80. Personality TraitsIntroverted or Extroverted
    81. 81. Personality TraitsIntroverted or ExtrovertedCamera shy or camera whore?
    82. 82. Personality TraitsIntroverted or ExtrovertedCamera shy or camera whore?Optimist or Pessimist
    83. 83. Personality TraitsIntroverted or ExtrovertedCamera shy or camera whore?Optimist or PessimistSelf or community-centric?
    84. 84. Personality TraitsIntroverted or ExtrovertedCamera shy or camera whore?Optimist or PessimistSelf or community-centric?Open-minded or opinionated?
    85. 85. Personality TraitsIntroverted or ExtrovertedCamera shy or camera whore?Optimist or PessimistSelf or community-centric?Open-minded or opinionated?Intellectual or “salt of the Earth?”
    86. 86. Psychological Attributes
    87. 87. Psychological Attributes Paranoid/Trusting
    88. 88. Psychological Attributes Paranoid/Trusting Visionary/Structured (or both!)
    89. 89. Psychological Attributes Paranoid/Trusting Visionary/Structured (or both!) High Strung/Zen
    90. 90. Psychological Attributes Paranoid/Trusting Visionary/Structured (or both!) High Strung/Zen Stressed out/At peace
    91. 91. Psychological Attributes Paranoid/Trusting Visionary/Structured (or both!) High Strung/Zen Stressed out/At peace Happy/Sad
    92. 92. Psychological Attributes Paranoid/Trusting Visionary/Structured (or both!) High Strung/Zen Stressed out/At peace Happy/Sad Inspired/Depressed
    93. 93. Psychological Attributes Paranoid/Trusting Visionary/Structured (or both!) High Strung/Zen Stressed out/At peace Happy/Sad Inspired/Depressed MySpace couldn’t list all of my attributes if they tried.
    94. 94. Spiritual Views
    95. 95. Spiritual ViewsReligiously-based:
    96. 96. Spiritual ViewsReligiously-based: “Mine is the only choice.”
    97. 97. Spiritual ViewsReligiously-based: “Mine is the only choice.” “My choice is mine and your choice is yours.”
    98. 98. Spiritual ViewsReligiously-based: “Mine is the only choice.” “My choice is mine and your choice is yours.” “I lean this direction but don’t have a strong opinion either way.”
    99. 99. Spiritual ViewsReligiously-based: “Mine is the only choice.” “My choice is mine and your choice is yours.” “I lean this direction but don’t have a strong opinion either way.”“I am spiritual but not religious.”
    100. 100. Spiritual ViewsReligiously-based: “Mine is the only choice.” “My choice is mine and your choice is yours.” “I lean this direction but don’t have a strong opinion either way.”“I am spiritual but not religious.”“I don’t believe in human souls/life afterdeath.”
    101. 101. Political Opinions
    102. 102. Political OpinionsRight Wing (Conservative/Republican)
    103. 103. Political OpinionsRight Wing (Conservative/Republican)Left Wing (Liberal/Democrat)
    104. 104. Political OpinionsRight Wing (Conservative/Republican)Left Wing (Liberal/Democrat)Independent/Non-party affiliated
    105. 105. Political OpinionsRight Wing (Conservative/Republican)Left Wing (Liberal/Democrat)Independent/Non-party affiliatedConstitutionalist/Literalist (the law is writtenand should be interpreted literally.)
    106. 106. Political OpinionsRight Wing (Conservative/Republican)Left Wing (Liberal/Democrat)Independent/Non-party affiliatedConstitutionalist/Literalist (the law is writtenand should be interpreted literally.)Indifferent
    107. 107. Political OpinionsRight Wing (Conservative/Republican)Left Wing (Liberal/Democrat)Independent/Non-party affiliatedConstitutionalist/Literalist (the law is writtenand should be interpreted literally.)IndifferentDisenfranchised
    108. 108. Social Affiliations
    109. 109. Social AffiliationsSocialite
    110. 110. Social AffiliationsSocialiteOne to mix business and pleasure?
    111. 111. Social AffiliationsSocialiteOne to mix business and pleasure?Small group of close friends
    112. 112. Social AffiliationsSocialiteOne to mix business and pleasure?Small group of close friendsLarge group of close friends
    113. 113. Social AffiliationsSocialiteOne to mix business and pleasure?Small group of close friendsLarge group of close friendsLarge group of loose friends
    114. 114. Social AffiliationsSocialiteOne to mix business and pleasure?Small group of close friendsLarge group of close friendsLarge group of loose friendsVery active online - not so much in the “realworld.”
    115. 115. Social AffiliationsSocialiteOne to mix business and pleasure?Small group of close friendsLarge group of close friendsLarge group of loose friendsVery active online - not so much in the “realworld.”Some mix of the above
    116. 116. Occupation
    117. 117. OccupationRisk taker or task taker?
    118. 118. OccupationRisk taker or task taker?Entrepreneur or enterprise supporter?
    119. 119. OccupationRisk taker or task taker?Entrepreneur or enterprise supporter?Happy now or happy later?
    120. 120. OccupationRisk taker or task taker?Entrepreneur or enterprise supporter?Happy now or happy later?Work = personal brand or necessary evil?
    121. 121. OccupationRisk taker or task taker?Entrepreneur or enterprise supporter?Happy now or happy later?Work = personal brand or necessary evil?Living for the weekend or always on theclock?
    122. 122. OccupationRisk taker or task taker?Entrepreneur or enterprise supporter?Happy now or happy later?Work = personal brand or necessary evil?Living for the weekend or always on theclock?Executive, manager or on the front lines?
    123. 123. OccupationRisk taker or task taker?Entrepreneur or enterprise supporter?Happy now or happy later?Work = personal brand or necessary evil?Living for the weekend or always on theclock?Executive, manager or on the front lines?Philanthropic or ladder climbing?
    124. 124. Hardly the definitive list.
    125. 125. Hardly the definitive list. Car you drive
    126. 126. Hardly the definitive list. Car you drive Family dynamics
    127. 127. Hardly the definitive list. Car you drive Family dynamics Guilt/Regret influences
    128. 128. Hardly the definitive list. Car you drive Family dynamics Guilt/Regret influences “Life should be easy” / “Life should be hard”
    129. 129. Hardly the definitive list. Car you drive Family dynamics Guilt/Regret influences “Life should be easy” / “Life should be hard” I expect... vs. I hope...
    130. 130. Hardly the definitive list. Car you drive Family dynamics Guilt/Regret influences “Life should be easy” / “Life should be hard” I expect... vs. I hope... Importance you place on others’ opinions
    131. 131. Hardly the definitive list. Car you drive Family dynamics Guilt/Regret influences “Life should be easy” / “Life should be hard” I expect... vs. I hope... Importance you place on others’ opinions Food you eat, music you listen to and so on...
    132. 132. Your Personal BrandDEFINES Your Decisions
    133. 133. HOW THIS PLAYS OUT
    134. 134. Scenario One:
    135. 135. Scenario One:
    136. 136. Scenario One:Madonna wants to fire her manager and hire you.It’s guaranteed millions. She’s about to release herhighly controversial book, “SEX.” What do you do?
    137. 137. Scenario One:Madonna wants to fire her manager and hire you.It’s guaranteed millions. She’s about to release herhighly controversial book, “SEX.” What do you do? Accept because you have no moral hang-ups about it.
    138. 138. Scenario One:Madonna wants to fire her manager and hire you.It’s guaranteed millions. She’s about to release herhighly controversial book, “SEX.” What do you do? Accept because you have no moral hang-ups about it. Accept the job and separate her decisions from yours.
    139. 139. Scenario One:Madonna wants to fire her manager and hire you.It’s guaranteed millions. She’s about to release herhighly controversial book, “SEX.” What do you do? Accept because you have no moral hang-ups about it. Accept the job and separate her decisions from yours. Accept with a sense of guilt and go forward.
    140. 140. Scenario One:Madonna wants to fire her manager and hire you.It’s guaranteed millions. She’s about to release herhighly controversial book, “SEX.” What do you do? Accept because you have no moral hang-ups about it. Accept the job and separate her decisions from yours. Accept with a sense of guilt and go forward. Decline on ethical grounds.
    141. 141. Scenario Two:
    142. 142. Scenario Two:
    143. 143. Scenario Two:Bono asks you to volunteer approximately 60 hours aweek to a UN-supported humanitarian cause forthree months. You’re broke and would have to workat least a part time job as well to make the rent.What do you do?
    144. 144. Scenario Two:Bono asks you to volunteer approximately 60 hours aweek to a UN-supported humanitarian cause forthree months. You’re broke and would have to workat least a part time job as well to make the rent.What do you do? Accept it because its Bono! (and a great career move.)
    145. 145. Scenario Two:Bono asks you to volunteer approximately 60 hours aweek to a UN-supported humanitarian cause forthree months. You’re broke and would have to workat least a part time job as well to make the rent.What do you do? Accept it because its Bono! (and a great career move.) Accept it because it’s a noble cause.
    146. 146. Scenario Two:Bono asks you to volunteer approximately 60 hours aweek to a UN-supported humanitarian cause forthree months. You’re broke and would have to workat least a part time job as well to make the rent.What do you do? Accept it because its Bono! (and a great career move.) Accept it because it’s a noble cause. Accept it because its Bono AND a noble cause.
    147. 147. Scenario Two:Bono asks you to volunteer approximately 60 hours aweek to a UN-supported humanitarian cause forthree months. You’re broke and would have to workat least a part time job as well to make the rent.What do you do? Accept it because its Bono! (and a great career move.) Accept it because it’s a noble cause. Accept it because its Bono AND a noble cause. Decline on financial grounds.
    148. 148. Scenario Two:
    149. 149. Scenario Two:And what if it wasn’t Bono, but your next doorneighbor that asked?
    150. 150. Scenario Two:And what if it wasn’t Bono, but your next doorneighbor that asked? Accept it because it’s a noble cause.
    151. 151. Scenario Two:And what if it wasn’t Bono, but your next doorneighbor that asked? Accept it because it’s a noble cause. Accept it because it could be a good career move.
    152. 152. Scenario Two:And what if it wasn’t Bono, but your next doorneighbor that asked? Accept it because it’s a noble cause. Accept it because it could be a good career move. Both of the above.
    153. 153. Scenario Two:And what if it wasn’t Bono, but your next doorneighbor that asked? Accept it because it’s a noble cause. Accept it because it could be a good career move. Both of the above. Decline on financial grounds.
    154. 154. Scenario Two:
    155. 155. Scenario Two:And what if it wasn’t a UN cause, but a completelyunknown non-profit group with little careerrelevance?
    156. 156. Scenario Two:And what if it wasn’t a UN cause, but a completelyunknown non-profit group with little careerrelevance? Accept it because it’s a noble cause.
    157. 157. Scenario Two:And what if it wasn’t a UN cause, but a completelyunknown non-profit group with little careerrelevance? Accept it because it’s a noble cause. Decline on financial grounds.
    158. 158. Scenario Three: Working with a band...
    159. 159. Scenario Three:
    160. 160. Scenario Three:You fall in love with a band and they ask you tomanage, book and promote them. To be effective,you’ll need to commit to 60 hours of work per week,plus your regular “job” to pay the rent. What do youdo?
    161. 161. Scenario Three:You fall in love with a band and they ask you tomanage, book and promote them. To be effective,you’ll need to commit to 60 hours of work per week,plus your regular “job” to pay the rent. What do youdo? Accept it because you love the band.
    162. 162. Scenario Three:You fall in love with a band and they ask you tomanage, book and promote them. To be effective,you’ll need to commit to 60 hours of work per week,plus your regular “job” to pay the rent. What do youdo? Accept it because you love the band. Accept it because it could be a good career move.
    163. 163. Scenario Three:You fall in love with a band and they ask you tomanage, book and promote them. To be effective,you’ll need to commit to 60 hours of work per week,plus your regular “job” to pay the rent. What do youdo? Accept it because you love the band. Accept it because it could be a good career move. Both of the above.
    164. 164. Scenario Three:You fall in love with a band and they ask you tomanage, book and promote them. To be effective,you’ll need to commit to 60 hours of work per week,plus your regular “job” to pay the rent. What do youdo? Accept it because you love the band. Accept it because it could be a good career move. Both of the above. Decline on financial grounds.
    165. 165. Scenario Three:
    166. 166. Scenario Three:... and what if you love the band but you seeabsolutely ZERO mainstream and/or financialpotential for the group?
    167. 167. Scenario Three:... and what if you love the band but you seeabsolutely ZERO mainstream and/or financialpotential for the group? Accept it because you love the band.
    168. 168. Scenario Three:... and what if you love the band but you seeabsolutely ZERO mainstream and/or financialpotential for the group? Accept it because you love the band. Accept it because it could be a good career move.
    169. 169. Scenario Three:... and what if you love the band but you seeabsolutely ZERO mainstream and/or financialpotential for the group? Accept it because you love the band. Accept it because it could be a good career move. Both of the above.
    170. 170. Scenario Three:... and what if you love the band but you seeabsolutely ZERO mainstream and/or financialpotential for the group? Accept it because you love the band. Accept it because it could be a good career move. Both of the above. Decline on financial grounds.
    171. 171. Scenario Three:
    172. 172. Scenario Three:... and what if the band is so left of center, workingwith them could actually damage your careerpotential? Decline on professional grounds. Decline on financial grounds. Both of the above. Accept it because you love the band.
    173. 173. THE SAME THINGS THAT DEFINE OUR PERSONAL ‘BRANDS’ INFLUENCE OUR ACTIONS. (And vice-versa.)

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