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MODERN
    BRAND BUILDING
    Stop Campaigning. Start Committing.




©2008 Paul Isakson
Paul Isakson
    Head of Strategy
    space150




©2008 Paul Isakson
DISCUSSION OUTLINE
          Brands & Branding Today
          Evolution of Brand Building
          Campaigning vs. Commi...
BRANDS & BRANDING
   HAVEN’T REALLY
   CHANGED TOO MUCH.


©2008 Paul Isakson
BRAND =
COLLECTIVELY, WHAT
PEOPLE SAY, FEEL & THINK
ABOUT YOUR PRODUCT,
SERVICE OR COMPANY.


©2008 Paul Isakson
A STRONG BRAND =
A COLLECTION OF COHERENT
IDEAS AND EXPERIENCES
WITH A PRODUCT OR SERVICE
OVER TIME.



©2008 Paul Isakson
A GREAT
            BRAND IS A
            GREAT
            STORY.
©2008 Paul Isakson
IF WHAT MAKES A
   GREAT BRAND HASN’T
   CHANGED ALL THAT
   MUCH, WHAT HAS?

©2008 Paul Isakson
Evolution of Brand Building
             OLD                                                                              ...
STOP
                CAMPAIGNING.
                START
                COMMITTING.
©2008 Paul Isakson
CAMPAIGNING


©2008 Paul Isakson
CAMPAIGNING =
CHANGING YOUR CORE
BRAND MESSAGE TO FIT
WHAT YOU THINK PEOPLE
NEED OR WANT TO HEAR
TODAY SO THAT THEY BUY
YO...
CAMPAIGNING =
       MARKETING FOR
       SHORT TERM
       GAINS
©2008 Paul Isakson
POLITICIANS
                      CAMPAIGN


©2008 Paul Isakson
©2008 Paul Isakson
CAMPAIGNING
       LEADS TO A
       CONSTANTLY
       CHANGING
       STORY.
©2008 Paul Isakson
PEOPLE
       AREN’T SURE
       WHAT TO THINK
       OF YOU.
©2008 Paul Isakson
YOU DON’T
         REALLY HAVE
         A BRAND.

©2008 Paul Isakson
YOU HAVE A PRODUCT
OR SERVICE WITH
SOME POTENTIALLY
INTERESTING
MARKETING.

©2008 Paul Isakson
NO LOYALTY




©2008 Paul Isakson
STOP
               CAMPAIGNING

©2008 Paul Isakson
COMMITTING


©2008 Paul Isakson
COMMITTING =
BUILDING YOUR
BRAND ON CORE
PRINCIPLES THAT
NEVER CHANGE.

©2008 Paul Isakson
COMMITTING =
           MARKETING FOR
           LONG TERM
           GROWTH

©2008 Paul Isakson
COCA-COLA MAKES YOU HAPPY

                                                     HAPPINESS
                                ...
NIKE HELPS YOU BE VICTORIOUS

                                       RONALDINHO
                                         V...
COMMITTING =
CREATING AN EVOLVING
COLLECTION OF COHERENT
BRAND IDEAS AND
EXPERIENCES OVER TIME


©2008 Paul Isakson
COMMITMENTS CREATE
©2008 Paul Isakson    BRAND LOYALISTS
START
            COMMITTING

©2008 Paul Isakson
HOW DO WE
                START?

©2008 Paul Isakson
A FEW
                     THOUGHTS

©2008 Paul Isakson
IF YOU DON’T
   DEFINE YOUR
   BRAND, SOMEONE
   ELSE WILL.



©2008 Paul Isakson
DEFINE WHO YOU
                ARE & WHAT YOU
                STAND FOR.

                COMMIT TO IT.

©2008 Paul Isakson
WHAT GOES INTO THE CLOUD,
     STAYS IN THE CLOUD.




©2008 Paul Isakson
THE PRODUCT REALLY
 IS THE MARKETING.
    MAKE BETTER
  PRODUCTS FIRST.


©2008 Paul Isakson
START LOOKING AT YOUR
    MARKETING AS A
    PROGRESSIVE STORY
    INSTEAD OF AS
    QUARTERLY CAMPAIGNS.


©2008 Paul Isa...
STOP PUTTING THE
EXACT SAME STORY
EVERYWHERE.
PEOPLE LIKE STORIES
WITH DEPTH AND
COMPLEXITY.
©2008 Paul Isakson
FORGET ABOUT
                CONTROLLING
                THE MESSAGE.


©2008 Paul Isakson
FANS ARE GOING
     TO CREATE
     CONTENT FOR
     YOUR BRAND.

©2008 Paul Isakson
PLAN FOR CONTENT YOU DON’T CREATE

                                    RONALDINHO
                                      VI...
THE WAY AND SPEED
   WITH WHICH PEOPLE
   DISCOVER, PROCESS
   AND SHARE
   INFORMATION HAS
   CHANGED
   DRAMATICALLY.
©2...
CREATE ROOM
                FOR AGILITY,
                FLEXIBILITY &
                ITERATION.

©2008 Paul Isakson
MAKE A COMMITMENT
    TO CREATING
    BETTER BRANDS.


©2008 Paul Isakson
THANK YOU



©2008 Paul Isakson
To keep the conversation going …
Paul Isakson
Head of Strategy
space150

Email / paul.isakson@gmail.com
Twitter / @paulisa...
CREDITS & SOURCES

       Don't believe the Devil,             iPhone
       don't beLIEve his book               e-Learni...
INSPIRATION & INFLUENCES


John Grant, The Brand Innovation Manifesto
Adrian Ho, Zeus Jones
Dion Hughes, Persuasion Arts &...
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IF WHAT MAKES A GREAT Modern Brand Building

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Published on

IF WHAT MAKES A
GREAT BRAND HASN’T
CHANGED ALL THAT
MUCH, WHAT HAS?

©2008 Paul Isakson

Published in: Marketing, Technology

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