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Personal Branding
2018 / @JoanTubau
Marketing 02. Branding
Def. Brand equity: Brand awareness + Brand image
A barrier of entry. How much is your name worth?
Position yourself, somewhere. Even abstract concepts
Unoccupied holes. If a connection can be established
Unique selling proposition. Through brand acquisition
I don't buy a business, I just buy a good name / image
Line extension. Tricky to manage when quality differs
Collateral payment. Confusion around successful pos.
Segmentation. You can have it all
+ New technology: Customization
Naming. Easy to pronounce / search, distinctive, conn.
A brand is a promise. Consistent product mix (width?)
Al Ries & Jack Trout: The Immutable Laws of Branding
1.  Law of Expansion: The power of a brand is inversely proportional to its scope
2.  Law of the Word: A brand should strive to own a word in the consumer's mind
3.  Law of Extensions: A way to destroy a brand is to put its name on everything
4.  Law of the Fellowship: To build a category, accept the presence of other brands
5.  Law of Consistency: Success is measured in decades, not years
6.  Law of Change: Brands can be changed, but only very carefully
7.  Law of Mortality: No brand live forever. Euthanasia is often the best solution
Buy commodities, sell brands. Differentiation, again
6 identical products. You can say anything you want
Brand isolation. Easier to manage in a reputation crisis
Policy: Honesty, transparency, invest $ in your #1 asset
Would you buy a VW? Put your $ where your mouth is
UPF student bet at 98. Disclaimer: I don't know a thing
Deception? No, socially accepted exaggeration
Reputation market. Authenticity, ignore noise
The customer is always right (Who said this shit?)
Don't get into most fights. Don't be afraid to reply
No outsourcing, don't hire consultants for validation
Dog / cow jokes. Academics need to write their book
Best model in town? Jack Barker!
Little Miss Sunshine: Reject rejection
The Scott Galloway show. 3 marketing dimensions
Reason, emotion, sex. VW, Chrysler, Lamborghini
Luxury is fun to study
Monkeys' competition
3 	 	 1
Status, not material well-being. Aristotle Onassis:
'If women didn't exist, $ would have no meaning'
Career and money are about opportunity cost
Q: Do you really want to be that successful?
Hedonic treadmill. Buy experiences, not goods
Overabundance of choice. $ won't find purpose
Money cannot buy happiness
Money can buy happiness
Happiness by comparison. Instagram's perfect lives
18-21 (huge expectations), +65 (limited expectations)
‘You’re happy because you’re successful, but what is happiness? 
It’s a moment before you need more happiness’
The good life
Simplicity. Sense of belonging. Close to nature
(5/15) Personal Branding - Branding

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(5/15) Personal Branding - Branding

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  • 4. Def. Brand equity: Brand awareness + Brand image A barrier of entry. How much is your name worth?
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  • 7. Position yourself, somewhere. Even abstract concepts Unoccupied holes. If a connection can be established
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  • 15. Unique selling proposition. Through brand acquisition I don't buy a business, I just buy a good name / image
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  • 19. Line extension. Tricky to manage when quality differs Collateral payment. Confusion around successful pos.
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  • 24. Segmentation. You can have it all + New technology: Customization
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  • 29. Naming. Easy to pronounce / search, distinctive, conn. A brand is a promise. Consistent product mix (width?)
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  • 31. Al Ries & Jack Trout: The Immutable Laws of Branding 1.  Law of Expansion: The power of a brand is inversely proportional to its scope 2.  Law of the Word: A brand should strive to own a word in the consumer's mind 3.  Law of Extensions: A way to destroy a brand is to put its name on everything 4.  Law of the Fellowship: To build a category, accept the presence of other brands 5.  Law of Consistency: Success is measured in decades, not years 6.  Law of Change: Brands can be changed, but only very carefully 7.  Law of Mortality: No brand live forever. Euthanasia is often the best solution
  • 32. Buy commodities, sell brands. Differentiation, again 6 identical products. You can say anything you want
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  • 36. Brand isolation. Easier to manage in a reputation crisis Policy: Honesty, transparency, invest $ in your #1 asset
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  • 41. Would you buy a VW? Put your $ where your mouth is UPF student bet at 98. Disclaimer: I don't know a thing
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  • 45. Deception? No, socially accepted exaggeration Reputation market. Authenticity, ignore noise
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  • 51. The customer is always right (Who said this shit?) Don't get into most fights. Don't be afraid to reply
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  • 55. No outsourcing, don't hire consultants for validation Dog / cow jokes. Academics need to write their book
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  • 60. Best model in town? Jack Barker! Little Miss Sunshine: Reject rejection
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  • 64. The Scott Galloway show. 3 marketing dimensions Reason, emotion, sex. VW, Chrysler, Lamborghini
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  • 69. Luxury is fun to study Monkeys' competition
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  • 74. 3 1
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  • 78. Status, not material well-being. Aristotle Onassis: 'If women didn't exist, $ would have no meaning'
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  • 81. Career and money are about opportunity cost Q: Do you really want to be that successful?
  • 82. Hedonic treadmill. Buy experiences, not goods Overabundance of choice. $ won't find purpose
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  • 85. Money cannot buy happiness
  • 86. Money can buy happiness
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  • 88. Happiness by comparison. Instagram's perfect lives 18-21 (huge expectations), +65 (limited expectations)
  • 89. ‘You’re happy because you’re successful, but what is happiness? It’s a moment before you need more happiness’
  • 90. The good life Simplicity. Sense of belonging. Close to nature