The document discusses the core elements of building a strong brand: connecting with your audience, offering real and unique value, and reinforcing your credibility. It notes that branding is a mentality, not a skill, and emphasizes the importance of having a clear "core" message and values. The document then provides examples of how different brands exemplify the C.O.R.E. principles through their marketing approaches. It concludes by posing the question "Would you date a brand?" and providing fictional dating profiles for three brands with different personalities.

1. What makes for a great brand?

2. It’s not how amazing your
products or services are

3. Nor how charismatic and
theatrical your founder is…

4. Truthfully, branding isn’t a skill.

5. Truthfully, branding isn’t a skill.
It’s a mentality.

6. To understand this mentality, let’s go
back to the basics…

7. of everything.To the “core”

8. “Your brand is what
other people say about
you when you’re not in
the room.”
Jeff Bezos
Founder of
Amazon.com

9. message & valueIt’s your “core”

10. and it has three major facets. It must…

11. Connect with your audience

12. Connect with your audience
Offer real & unique value

13. Connect with your audience
Offer real & unique value
Reinforce your credibility

14. Connect with your audience
Offer real & unique value
Reinforce your credibility
Then you Execute your game plan

16. No matter who you are and what your purpose is,
you start with the C.O.R.E.

17. Now, let’s have some fun with it

18. C.O.R.E
• Nike and Adidas should have similar commercials, right? Think again:
• Nike: https://www.youtube.com/watch?v=3jdAaE6heLA
• Adidas: https://www.youtube.com/watch?v=UkdsGeJxDcA

19. Would you date a brand?

20. Seeking a life of luxury
My personality
Sophisticated, high-class, fashionable, classic
Summary
I’m a fashion brand that loves to be treated like a queen. I enjoy the
finest things in life. For me life is about having the best things money
can buy. I want to feel special and not like I’m just one more brand on
the shelf. I think beauty is timeless and classic, just like me.
What I’m looking for…
I need someone who has good taste. I want to be shown off in high-class
restaurants, hotels, and resorts. I’m not looking for a young partner, but
a seasoned professional.

21. Life in the fast lane
My personality
Outgoing, extreme, risk-taker, active, audacious
Summary
I’m a drink brand that takes life to the limit. If we only live once then I’m
going to live like there is no tomorrow. You will find me on top of
mountains, skydiving, or motor biking across the desert. There is nothing
I won’t try in pursuit of making my life an extreme work of art.
What I’m looking for…
I want people who want to live life like me. You need a lot of energy to
keep going at full speed. I want a risk-taker that will look back at our
time together with no regrets.

22. Ready for a real woman?
My personality
Friendly, self-confident, caring, authentic
Summary
I am a personal care brand that takes good care of you. I am not the high
maintenance type and you can trust me to be there no matter what. You
can find me surrounded by family and close friends. I’m a reliable brand
who will love you for who you are.
What I’m looking for…
I want someone who wants to take control of their life. I want a more
mature partner who is family and career focused. They need to have a
balance of work-ethic and family values.

23. Would you date a brand?

24. What is your brand?

25. Connect with your audience
Offer real & unique value
Reinforce your credibility
Then you Execute your game plan

26. Connect with your audience
Offer real & unique value
Reinforce your credibility
Then you Execute your game plan