This document outlines Tiffany Sauder's presentation on building a discernible brand in the modern world. She defines a discernible brand as one that can be seen and understood. She then discusses 5 guiding brand principles, including that the brand is the product, a brand should help customers rather than just do things, a brand has a personality, it's better to be first than perfect, and knowing what you're driving toward. She explains how a strong brand informs a company's marketing and content strategy, and argues that most brands try to appeal to everyone but end up with no clear personality.

1. BUILDING A DISCERNIBLE BRAND
IN THE MODERN WORLD
(or) how brand and marketing should work together

2. TIFFANY SAUDER
President of Element Three
@TiffanySauder

3. WHO ARE YOU?
HQ in Indianapolis with clients nationwide
Inbound, Digital, Traditional, Brand
50 Employees
2012 HubSpot Agency of the Year

4. No. 1
No. 2
No. 3
No. 4
AGENDA
DEFINING DISCERNIBLE
5 GUIDING BRAND PRINCIPLES
BRAND TOOLS WE USE
HOW BRAND SHAPES OUR MARKETING

5. DEFINING DISCERNIBLE
Dis·cern·i·ble, adjective, able to be seen or understood; perceptible

11. THUMP

12. 5 GUIDING BRAND PRINCIPLES

13. No. 6No. 1 “THE BRAND IS THE PRODUCT.”
- Lee Clow

14. No. 6No. 2
IT’S NOT HOW YOU DO WHAT
YOU DO, IT’S HOW YOU HELP.

15. WHAT THEY DO HOW THEY HELP
Accounting & Financial Support A Crystal Ball to CEOs
Posh Retirement Living Excitement for the Future
Luxury RVs Access to an Elite Lifestyle
Inspection Services Peace of Mind
Sand, Sea and Sun Feeling of Being Totally Alive

16. No. 6No. 3
YOUR BRAND IS LIKE A PERSON.

18. No. 6No. 4 “I’D RATHER BE FIRST THAN PERFECT.”
- Howard Schultz

19. No. 6No. 5
KNOW WHAT YOU’RE DRIVING
TOWARD.

20. DOES BRAND INFLUENCE
THE DECISIONS WE MAKE
AS MARKETERS?

21. WE EXIST TO WRITE BOLD STORIES

24. 25 States >>> 8 weeks >>> 11,796 miles

25. HOW A BEST CO
INFORMS OUR
CONTENT STRATEGY

26. “(Most brands) want to be all things to all people. They want
their brand to be a male brand and a female brand. An upper-
crust brand and a plebeian brand. And in their greed they
almost always end up with a brand which has no personality
of any kind—a wishy washy neuter brand.”
- David Ogilvy, The Unpublished David Ogilvy

27. www.ElementThree.com/DigitalMarketingDay
@ElementThree
@TiffanySauder