"Building an Epic Brand" at SaaStr Annual 2016
•
1 like•1,052 views
This document discusses tips for building an epic brand based on Jeff Yoshimura's experiences. It notes that no company or experience is the same in brand building. Success takes time and iterating - how many followed Salesforce before 2008? It's important to hire the right team aligned to goals, and not fire people early if press or leads aren't immediate, as brand building is a process that takes time. Treat the brand like its own entity and build an ecosystem around it.
Recommended
More Related Content
What's hot
What's hot (20)
Viewers also liked
Viewers also liked (20)
Similar to "Building an Epic Brand" at SaaStr Annual 2016
Similar to "Building an Epic Brand" at SaaStr Annual 2016 (20)
More from saastr
More from saastr (20)
Recently uploaded
Recently uploaded (20)
"Building an Epic Brand" at SaaStr Annual 2016
- 1. BUILDING AN EPIC BRAND JEFF YOSHIMURA @jeffyoshi
- 2. JEFF YOSHIMURA VP WORLDWIDE MARKETING ELASTIC APPEXCHANGE SUBSCRIPTION ECONOMY ELASTICSEARCH TOPLOGICAL DATA ANALYSIS
- 3. WHAT THIS IS ABOUT 4 Unique Brand Building Experiences Successes And Failures Tips
- 5. BUSINESS APPLICATIONS 1ST 100 APPS Built by SEs, PS, and a select few partners “Experimentation” Incubator in San Mateo, category experts, vertical launches, native vs. composite, partner GTM, online advertising, certification
- 6. $1.5 BILLION APP ECONOMY
- 7. Don’t give it secondary status. TREAT IT LIKE A BRAND BUILD THE ECOSYSTEM Don’t do it yourself, let others help you. THINK VERY BIG Ignore skeptics, but channel feedback. “The biggest disappointment is the AppExchange. To even liken this to eBay is a joke.”
- 10. HAVE SOME BALLS AND GO HAVE FUN!
- 11. Is it memorable? Easy to pronounce? Have meaning? COMPANY NAME MATTERS ELEVATE YOUR MESSAGE It doesn’t have to directly relate to your product. DON’T GIVE UP! If you believe in it, keep pounding it until it sticks!!! Building the Z brand was hard
- 13. Topological Data Analysis (TDA) Seven Bridges of Königsberg Graph theory & networks
- 15. Don’t spend $250K on a branding exercise? EXPERTS AREN’T ALWAYS RIGHT SIMPLIFY COMPLEXITY If what you do is complex, simplify it for the masses. TELL A GREAT MEDIA STORY Telling a good crisp story is HARD. Getting someone to care is even HARDER. PHENOM Query-free Discover what you don’t know Ayasdi is a difficult name but this one is worse.
- 18. With the Elastic Stack, we log more than 30K messages and 100K documents four times every day from the Mars Rover to optimize our space missions. Use Case Search, Logging, Analytics Products Elasticsearch, Logstash, Kibana “ ”
- 19. Leverage the community to build awareness BUILD THE COMMUNITY IN THE WILD STORIES Get users to tell real-world stories about your products DON’T BE AFRAID TO BE DIFFERENT Avoid sounding like everyone else and using buzzwords
- 20. SUMMARY No Company (Or Experience) Is The Same. Brand Building Takes Time; How Many Of You Followed Salesforce Before 2008? Hire The Right Team! Align To The Right Goals With Brand Building. Don’t Fire Your Someone Because You Haven’t Gotten Press Out Of The Gate (Or Leads); Keep Iterating.
- 21. BUILDING AN EPIC BRAND JEFF YOSHIMURA VP WORLDWIDE MARKETING / ELASTIC @jeffyoshi