The document discusses brand strategy for startups and provides examples and definitions of branding concepts. It covers:
1) A brief introduction of the speaker and their background in branding.
2) Definitions of what a brand is, including that a brand is the consumer's idea of a product, not just logos/names.
3) An overview of how brands have evolved from commodities to differentiated products through marketing and promotion.
4) The importance of having a central guiding brand idea to unite all brand expressions and gestures over time.
Innovation calls for a different approach to insights. This presentation is a basic introduction to Propellerfish's approach to consumer insights on innovation projects as presented at an innovation conference in 2014.
Alex Marquez is the founder of Propellerfish, an innovation agency with offices in Singapore and London that specializes in global projects. We help organizations turn growth opportunities into the products and services that make growth happen in the real world. www.propellerfish.com
This document discusses insights and innovation. It describes how insights fuel growth by bringing opportunities into focus. To generate insights, it recommends having a diversity of input, breadth of perspectives, tangible stimuli, closeness to data sources, treating people humanely, being open-minded, reflecting deeply, and allowing time. Insights are most useful when they uncover commercial opportunities. The document advocates for multisensory, multimedia insight work and discusses Propellerfish, a company that helps organizations innovate through projects, capability building, and technology.
Design + Innovation Management Challenges for Social Entrepreneurs + InnovatorsJulian Keith Loren
Design and business education doesn't provide the training that social entrepreneurs need to tackle daunting design challenges and successfully build impactful social ventures. Please take a look at this presentation to understand the scope and nature of the problem, and then come help us design a training program to equip social entrepreneurs to design and build a better world for all of us!
The document discusses the use of multi-level design games to address challenges in developing complex systems. It provides three reasons for using such games: 1) They make complexity and ambiguity fun instead of frustrating, 2) They create a shared language for cross-functional teams, and 3) They help enforce design scope by changing rules between levels. The document suggests multi-level games can help design super-systems that include business, ecosystem, organization, and brand models.
Li Wei is a technology commercialization specialist born in Fuzhou, China and currently living in Singapore. He has a PhD in microelectronics engineering, an MBA, and experience in engineering, research and development, business development, and commercialization. Li Wei has negotiated over $6 million in license contracts and led collaborative projects commercializing IoT and medical technologies. He is currently a senior manager helping commercialize technologies from A*STAR, Singapore's largest research organization.
The Next Wave of Business Models in Emerging AsiaWei Li
Fierce local and international competition is forcing Asian companies to increasingly embrace business model innovation. With many interesting case studies, this research article from Innosight explains how the businesses in Asia is evolving and what are the implications for companies from developed countries.
Alex Marquez illustrates key branding concepts for startups and shares his experiences in building great brands. Alex encourages deep thought about what your product is and challenges entrepreneurs to consider their overall mission before attempting to forge their unique brand.
This content was produced for the 2011 Singapore Spring semester of the Founder Institute by Founder Institute mentor Alex Marquez, founder of Propeller Fish and innovation strategy expert. Check out Alex's Linkedin to learn more:
https://www.linkedin.com/in/marquezalex
This document is a presentation by Antonny Liem, CEO of MerahPutih Inc., providing an overview and updates on starting new businesses. It discusses evaluating business ideas and determining if there is demand and a solution. It also covers developing a business plan, the role of incubators in providing resources and mentoring to startups, and common sources of funding for new businesses, ranging from personal savings to venture capital. The presentation emphasizes conducting thorough market research and being prepared to pitch ideas to potential incubators or investors.
Innovation calls for a different approach to insights. This presentation is a basic introduction to Propellerfish's approach to consumer insights on innovation projects as presented at an innovation conference in 2014.
Alex Marquez is the founder of Propellerfish, an innovation agency with offices in Singapore and London that specializes in global projects. We help organizations turn growth opportunities into the products and services that make growth happen in the real world. www.propellerfish.com
This document discusses insights and innovation. It describes how insights fuel growth by bringing opportunities into focus. To generate insights, it recommends having a diversity of input, breadth of perspectives, tangible stimuli, closeness to data sources, treating people humanely, being open-minded, reflecting deeply, and allowing time. Insights are most useful when they uncover commercial opportunities. The document advocates for multisensory, multimedia insight work and discusses Propellerfish, a company that helps organizations innovate through projects, capability building, and technology.
Design + Innovation Management Challenges for Social Entrepreneurs + InnovatorsJulian Keith Loren
Design and business education doesn't provide the training that social entrepreneurs need to tackle daunting design challenges and successfully build impactful social ventures. Please take a look at this presentation to understand the scope and nature of the problem, and then come help us design a training program to equip social entrepreneurs to design and build a better world for all of us!
The document discusses the use of multi-level design games to address challenges in developing complex systems. It provides three reasons for using such games: 1) They make complexity and ambiguity fun instead of frustrating, 2) They create a shared language for cross-functional teams, and 3) They help enforce design scope by changing rules between levels. The document suggests multi-level games can help design super-systems that include business, ecosystem, organization, and brand models.
Li Wei is a technology commercialization specialist born in Fuzhou, China and currently living in Singapore. He has a PhD in microelectronics engineering, an MBA, and experience in engineering, research and development, business development, and commercialization. Li Wei has negotiated over $6 million in license contracts and led collaborative projects commercializing IoT and medical technologies. He is currently a senior manager helping commercialize technologies from A*STAR, Singapore's largest research organization.
The Next Wave of Business Models in Emerging AsiaWei Li
Fierce local and international competition is forcing Asian companies to increasingly embrace business model innovation. With many interesting case studies, this research article from Innosight explains how the businesses in Asia is evolving and what are the implications for companies from developed countries.
Alex Marquez illustrates key branding concepts for startups and shares his experiences in building great brands. Alex encourages deep thought about what your product is and challenges entrepreneurs to consider their overall mission before attempting to forge their unique brand.
This content was produced for the 2011 Singapore Spring semester of the Founder Institute by Founder Institute mentor Alex Marquez, founder of Propeller Fish and innovation strategy expert. Check out Alex's Linkedin to learn more:
https://www.linkedin.com/in/marquezalex
This document is a presentation by Antonny Liem, CEO of MerahPutih Inc., providing an overview and updates on starting new businesses. It discusses evaluating business ideas and determining if there is demand and a solution. It also covers developing a business plan, the role of incubators in providing resources and mentoring to startups, and common sources of funding for new businesses, ranging from personal savings to venture capital. The presentation emphasizes conducting thorough market research and being prepared to pitch ideas to potential incubators or investors.
The document discusses the philosophy of the advertising agency Zeus Jones. It emphasizes that not knowing is more important than knowing, and that their work is defined by their desire to not know. They built their agency around everything they don't know, and they hire people who are not afraid to not know. Their approach challenges traditional advertising and branding models by focusing on invention, innovation, and helping clients figure out how to move brands forward, rather than providing set answers or strategies.
Breakfast & Brains May 2013- Simon AndrewsBrainient
The document discusses making mobile video effective and the $50 billion global mobile video market. It provides examples of a brand that used ringtones as a marketing tool to build a database of engaged customers and drive down costs per sale. The document also provides data on visits, downloads, and interactions from a marketing campaign for Howard's Home. It emphasizes encouraging targeting-driven and integrated creative mobile content.
Les mear introduction to marketing for start upsFanclub Group
The document discusses building brands for start-up businesses. It explains that successful brands meet both rational and emotional needs of customers. The presentation will cover understanding people and their pain/pleasure points, and how brands act as a connection between a business and its market. The key aspects of strong brand communication discussed are connection, clarity, certainty, contrast, consistency, call to action, and composition.
90% of new products fail, not because they aren’t better or more innovative or disruptive, but because they have not attached themselves to people in ways that make them care. How do you do that?
Multi-Value is a european leader in Customer Experience Management. We provide tools and consultancy to improve by experience. To change our culture into a Conversation Company is important for our growth. Thanks to Steven van Belleghem, The Converstaion Company. You find his great book on Amazon.
http://www.multi-value.com
The document discusses the concept of branding and brand architecture. It defines a brand as consisting of meaning, DNA, experience, utility, and extension. Brand DNA is the blueprint that combines brand promise, personality, and identity. It provides the example of a tractor filter brand to illustrate DNA components. The presentation emphasizes living by the brand DNA and delivering the brand's promise, personality, and identity through every customer experience, utility, and extension.
The document discusses the learnings of Raimo van der Klein, the CEO and co-founder of Layar. It describes Layar as both an augmented reality app and a platform to democratize space by allowing users to see beyond advertising and media spectacles. Some of Raimo's key learnings are to trust your gut, find the shared pulse within a team, focus on one thing at a time, and value personal and team growth. The goal is to create an open and safe environment for learning.
The document discusses the learnings of Raimo van der Klein, the CEO and co-founder of Layar. It describes Layar as both an augmented reality app and a platform to democratize space by allowing users to see beyond advertisements and media spectacles. Some of Raimo's key learnings are to trust one's gut, find the organizational pulse, focus on one thing at a time, and value personal and team growth. The goal is to create an environment where people can break through ceilings and have safe learning experiences.
This document discusses brand precession and reverse product placement, which involves branding in fictional and virtual environments. It addresses whether computer-synthesized brands and fictional brands can truly be considered brands, and proposes that "brand potential is not brand reality." It also introduces the concept of "protobrands" for virtual brands that have yet to be productized or tangibilized, and discusses opportunities for brands to capitalize on consumer emotional attachment through hyperreal branding and the reinforcement of brands across real and virtual worlds.
Developing a marketing strategy - maximize social mediaBhupesh Shah
Slides from a seminar for Artists wishing to know more about developing a marketing strategy or maximizing social media. Part of "The Business of Art" 2011 workshop series presented by the Richmond Hill Small Business Enterprise Centre (RHSBEC).
FutureWorld. Social Media. Now and Then.Andy Hadfield
The document discusses the growth of social media and how it will continue to change society in the future. It notes that the concept of friends and how people work will be altered by 2020, with 50% of employees no longer working in offices. Traditional advertising will be dead by 2020, replaced by peer referrals for products. Humanity and companies may need "rehab" for intellectual and moral issues. The rise of serial entrepreneurs and "long tail leaders" are also predicted for 2020.
The document discusses how companies can use social media to engage customers. It provides examples of how companies monitor social media for customer feedback, questions, and problems. Engaging with customers on social media can improve the customer experience, provide insights into customer preferences, and help companies anticipate and address issues.
The document discusses creativity techniques for brainstorming, including re-expression, related worlds, revolution, and random links. It provides examples of each technique and emphasizes generating a large quantity of ideas without criticism. The left and right brain are contrasted, noting creativity comes from the right brain. Rules for productive brainstorming include encouraging "silly" ideas and recording all ideas without judgement.
The document provides an overview of how to create an effective social media persona. It discusses identifying target audiences, or "fans", through creating detailed persona profiles. It also covers where these audiences can be found online and maintaining a consistent online presence across multiple social media channels with targeted messaging. The presentation concludes with case studies of successful social media personas.
Facebook Marketing 2012 London - The Science of Sharing - Nils Mork-Ulnes & ...Our Social Times
The document discusses sharing and social media trends. It notes that over 900 million people use Facebook monthly with over 200 million on Twitter. Sharing through Facebook accounts for 52% of all sharing with 4 billion pieces of content shared daily. The types of social sharers are identified as altruists, selectives, passionates, connectors, trendspotters, provocateurs and careerists. Sharing is important to consumers as other people's opinions influence purchasing decisions more than ads. High sharers are 3 times more likely to recommend products. The implications for marketers using Facebook are that consumers exposed to brand content buy more and actions like friending brands can influence purchasing.
How to Get People to Talk About Your BrandDavid Yeend
Eight triggers a brand or campaign can use to inspire better work and conversation. Includes examples of great brands/campaigns, and links. A rudder of sorts, strategies for participation.
Brand Strategies That Ignite Consumer ConversationBrandon Murphy
The document discusses eight ways that brands can inspire word-of-mouth conversations: 1) Make new rules, 2) Market a belief, 3) Create a sense of belonging, 4) Enable expression, 5) Create or curate culture, 6) Leverage tension, 7) Use scarcity, and 8) Encourage play. Each tactic is explained and examples are provided of brands that have successfully used each approach to generate word-of-mouth discussions.
This document discusses the definition and importance of brands. It provides several definitions of brands throughout history and settles on the definition that a brand is the intangible asset defined by people's expectations of the benefits they will receive from a product or company. It notes that branding goes beyond logos and advertising, and involves aligning perception with reality through communications and actions. The document emphasizes that branding is now experiential and everyone in an organization is responsible for it.
Traffic Hacking: 43 Ways to get Quality Prospects to your siteLincoln Murphy
A successful sales process for your SaaS app starts by attracting the right audience…
… which is why I put together a presentation called “Traffic Hacking: 43 ways to get quality prospects to your site” to help you become the Growth Hacker I know you can be.
Look, attracting the Right Audience in the form of a steady (or steadily increasing) flow of relevant traffic to your marketing website is absolutely required for the scalable and sustainable growth of your SaaS or Web App company…
…and this one hour and 20 minute video presentation is pure, unadulterated traffic-getting awesomeness that will help you achieve that!
Watch the video here: http://sixteenventures.com/traffic-hacking
The document discusses the philosophy of the advertising agency Zeus Jones. It emphasizes that not knowing is more important than knowing, and that their work is defined by their desire to not know. They built their agency around everything they don't know, and they hire people who are not afraid to not know. Their approach challenges traditional advertising and branding models by focusing on invention, innovation, and helping clients figure out how to move brands forward, rather than providing set answers or strategies.
Breakfast & Brains May 2013- Simon AndrewsBrainient
The document discusses making mobile video effective and the $50 billion global mobile video market. It provides examples of a brand that used ringtones as a marketing tool to build a database of engaged customers and drive down costs per sale. The document also provides data on visits, downloads, and interactions from a marketing campaign for Howard's Home. It emphasizes encouraging targeting-driven and integrated creative mobile content.
Les mear introduction to marketing for start upsFanclub Group
The document discusses building brands for start-up businesses. It explains that successful brands meet both rational and emotional needs of customers. The presentation will cover understanding people and their pain/pleasure points, and how brands act as a connection between a business and its market. The key aspects of strong brand communication discussed are connection, clarity, certainty, contrast, consistency, call to action, and composition.
90% of new products fail, not because they aren’t better or more innovative or disruptive, but because they have not attached themselves to people in ways that make them care. How do you do that?
Multi-Value is a european leader in Customer Experience Management. We provide tools and consultancy to improve by experience. To change our culture into a Conversation Company is important for our growth. Thanks to Steven van Belleghem, The Converstaion Company. You find his great book on Amazon.
http://www.multi-value.com
The document discusses the concept of branding and brand architecture. It defines a brand as consisting of meaning, DNA, experience, utility, and extension. Brand DNA is the blueprint that combines brand promise, personality, and identity. It provides the example of a tractor filter brand to illustrate DNA components. The presentation emphasizes living by the brand DNA and delivering the brand's promise, personality, and identity through every customer experience, utility, and extension.
The document discusses the learnings of Raimo van der Klein, the CEO and co-founder of Layar. It describes Layar as both an augmented reality app and a platform to democratize space by allowing users to see beyond advertising and media spectacles. Some of Raimo's key learnings are to trust your gut, find the shared pulse within a team, focus on one thing at a time, and value personal and team growth. The goal is to create an open and safe environment for learning.
The document discusses the learnings of Raimo van der Klein, the CEO and co-founder of Layar. It describes Layar as both an augmented reality app and a platform to democratize space by allowing users to see beyond advertisements and media spectacles. Some of Raimo's key learnings are to trust one's gut, find the organizational pulse, focus on one thing at a time, and value personal and team growth. The goal is to create an environment where people can break through ceilings and have safe learning experiences.
This document discusses brand precession and reverse product placement, which involves branding in fictional and virtual environments. It addresses whether computer-synthesized brands and fictional brands can truly be considered brands, and proposes that "brand potential is not brand reality." It also introduces the concept of "protobrands" for virtual brands that have yet to be productized or tangibilized, and discusses opportunities for brands to capitalize on consumer emotional attachment through hyperreal branding and the reinforcement of brands across real and virtual worlds.
Developing a marketing strategy - maximize social mediaBhupesh Shah
Slides from a seminar for Artists wishing to know more about developing a marketing strategy or maximizing social media. Part of "The Business of Art" 2011 workshop series presented by the Richmond Hill Small Business Enterprise Centre (RHSBEC).
FutureWorld. Social Media. Now and Then.Andy Hadfield
The document discusses the growth of social media and how it will continue to change society in the future. It notes that the concept of friends and how people work will be altered by 2020, with 50% of employees no longer working in offices. Traditional advertising will be dead by 2020, replaced by peer referrals for products. Humanity and companies may need "rehab" for intellectual and moral issues. The rise of serial entrepreneurs and "long tail leaders" are also predicted for 2020.
The document discusses how companies can use social media to engage customers. It provides examples of how companies monitor social media for customer feedback, questions, and problems. Engaging with customers on social media can improve the customer experience, provide insights into customer preferences, and help companies anticipate and address issues.
The document discusses creativity techniques for brainstorming, including re-expression, related worlds, revolution, and random links. It provides examples of each technique and emphasizes generating a large quantity of ideas without criticism. The left and right brain are contrasted, noting creativity comes from the right brain. Rules for productive brainstorming include encouraging "silly" ideas and recording all ideas without judgement.
The document provides an overview of how to create an effective social media persona. It discusses identifying target audiences, or "fans", through creating detailed persona profiles. It also covers where these audiences can be found online and maintaining a consistent online presence across multiple social media channels with targeted messaging. The presentation concludes with case studies of successful social media personas.
Facebook Marketing 2012 London - The Science of Sharing - Nils Mork-Ulnes & ...Our Social Times
The document discusses sharing and social media trends. It notes that over 900 million people use Facebook monthly with over 200 million on Twitter. Sharing through Facebook accounts for 52% of all sharing with 4 billion pieces of content shared daily. The types of social sharers are identified as altruists, selectives, passionates, connectors, trendspotters, provocateurs and careerists. Sharing is important to consumers as other people's opinions influence purchasing decisions more than ads. High sharers are 3 times more likely to recommend products. The implications for marketers using Facebook are that consumers exposed to brand content buy more and actions like friending brands can influence purchasing.
How to Get People to Talk About Your BrandDavid Yeend
Eight triggers a brand or campaign can use to inspire better work and conversation. Includes examples of great brands/campaigns, and links. A rudder of sorts, strategies for participation.
Brand Strategies That Ignite Consumer ConversationBrandon Murphy
The document discusses eight ways that brands can inspire word-of-mouth conversations: 1) Make new rules, 2) Market a belief, 3) Create a sense of belonging, 4) Enable expression, 5) Create or curate culture, 6) Leverage tension, 7) Use scarcity, and 8) Encourage play. Each tactic is explained and examples are provided of brands that have successfully used each approach to generate word-of-mouth discussions.
This document discusses the definition and importance of brands. It provides several definitions of brands throughout history and settles on the definition that a brand is the intangible asset defined by people's expectations of the benefits they will receive from a product or company. It notes that branding goes beyond logos and advertising, and involves aligning perception with reality through communications and actions. The document emphasizes that branding is now experiential and everyone in an organization is responsible for it.
Traffic Hacking: 43 Ways to get Quality Prospects to your siteLincoln Murphy
A successful sales process for your SaaS app starts by attracting the right audience…
… which is why I put together a presentation called “Traffic Hacking: 43 ways to get quality prospects to your site” to help you become the Growth Hacker I know you can be.
Look, attracting the Right Audience in the form of a steady (or steadily increasing) flow of relevant traffic to your marketing website is absolutely required for the scalable and sustainable growth of your SaaS or Web App company…
…and this one hour and 20 minute video presentation is pure, unadulterated traffic-getting awesomeness that will help you achieve that!
Watch the video here: http://sixteenventures.com/traffic-hacking
Prescriptive analytics BA4206 Anna University PPTFreelance
Business analysis - Prescriptive analytics Introduction to Prescriptive analytics
Prescriptive Modeling
Non Linear Optimization
Demonstrating Business Performance Improvement
Discover the Beauty and Functionality of The Expert Remodeling Serviceobriengroupinc04
Unlock your kitchen's true potential with expert remodeling services from O'Brien Group Inc. Transform your space into a functional, modern, and luxurious haven with their experienced professionals. From layout reconfiguration to high-end upgrades, they deliver stunning results tailored to your style and needs. Visit obriengroupinc.com to elevate your kitchen's beauty and functionality today.
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NIMA2024 | De toegevoegde waarde van DEI en ESG in campagnes | Nathalie Lam |...BBPMedia1
Nathalie zal delen hoe DEI en ESG een fundamentele rol kunnen spelen in je merkstrategie en je de juiste aansluiting kan creëren met je doelgroep. Door middel van voorbeelden en simpele handvatten toont ze hoe dit in jouw organisatie toegepast kan worden.
Efficient PHP Development Solutions for Dynamic Web ApplicationsHarwinder Singh
Unlock the full potential of your web projects with our expert PHP development solutions. From robust backend systems to dynamic front-end interfaces, we deliver scalable, secure, and high-performance applications tailored to your needs. Trust our skilled team to transform your ideas into reality with custom PHP programming, ensuring seamless functionality and a superior user experience.
Best Competitive Marble Pricing in Dubai - ☎ 9928909666Stone Art Hub
Stone Art Hub offers the best competitive Marble Pricing in Dubai, ensuring affordability without compromising quality. With a wide range of exquisite marble options to choose from, you can enhance your spaces with elegance and sophistication. For inquiries or orders, contact us at ☎ 9928909666. Experience luxury at unbeatable prices.
Ellen Burstyn: From Detroit Dreamer to Hollywood Legend | CIO Women MagazineCIOWomenMagazine
In this article, we will dive into the extraordinary life of Ellen Burstyn, where the curtains rise on a story that's far more attractive than any script.
SATTA MATKA DPBOSS KALYAN MATKA RESULTS KALYAN CHART KALYAN MATKA MATKA RESULT KALYAN MATKA TIPS SATTA MATKA MATKA COM MATKA PANA JODI TODAY BATTA SATKA MATKA PATTI JODI NUMBER MATKA RESULTS MATKA CHART MATKA JODI SATTA COM INDIA SATTA MATKA MATKA TIPS MATKA WAPKA ALL MATKA RESULT LIVE ONLINE MATKA RESULT KALYAN MATKA RESULT DPBOSS MATKA 143 MAIN MATKA KALYAN MATKA RESULTS KALYAN CHART
Unlocking WhatsApp Marketing with HubSpot: Integrating Messaging into Your Ma...Niswey
50 million companies worldwide leverage WhatsApp as a key marketing channel. You may have considered adding it to your marketing mix, or probably already driving impressive conversions with WhatsApp.
But wait. What happens when you fully integrate your WhatsApp campaigns with HubSpot?
That's exactly what we explored in this session.
We take a look at everything that you need to know in order to deploy effective WhatsApp marketing strategies, and integrate it with your buyer journey in HubSpot. From technical requirements to innovative campaign strategies, to advanced campaign reporting - we discuss all that and more, to leverage WhatsApp for maximum impact. Check out more details about the event here https://events.hubspot.com/events/details/hubspot-new-delhi-presents-unlocking-whatsapp-marketing-with-hubspot-integrating-messaging-into-your-marketing-strategy/
The report *State of D2C in India: A Logistics Update* talks about the evolving dynamics of the d2C landscape with a particular focus on how brands navigate the complexities of logistics. Third Party Logistics enablers emerge indispensable partners in facilitating the growth journey of D2C brands, offering cost-effective solutions tailored to their specific needs. As D2C brands continue to expand, they encounter heightened operational complexities with logistics standing out as a significant challenge. Logistics not only represents a substantial cost component for the brands but also directly influences the customer experience. Establishing efficient logistics operations while keeping costs low is therefore a crucial objective for brands. The report highlights how 3PLs are meeting the rising demands of D2C brands, supporting their expansion both online and offline, and paving the way for sustainable, scalable growth in this fast-paced market.
2. WHAT I’M GOING TO TALK ABOUT
A view from 50,000 feet!
Copyright Propellerfish Private Limited 2011
3. WHAT I’M GOING TO TALK ABOUT
(I can actually talk about whatever you like so feel free to interrupt)
01 A BIT ABOUT ME
02 A BIT OF THEORY
03 BUTCHERING MY BRAND
03 A BIT OF ACTION
Copyright Propellerfish Private Limited 2011
4. A BIT ABOUT ME
The The Music Madison Innovation Branding
Beach! Business! Ave.! Shop! Agency!
1997-1998
1999
2000-2005
2005-2008
2009
Copyright Propellerfish Private Limited 2011
5. STUFF I DID ALONG THE WAY
CLIENTS AT MY STARTUP
CLIENTS FROM MY PAST LIFE
Copyright Propellerfish Private Limited 2011
6. AN OBVIOUS DISCLAIMER
I’m not a naming and branding person.!
Copyright Propellerfish Private Limited 2011
16. THE BEGINNING
I
have
tools.
I
need
tools.
Copyright Propellerfish Private Limited 2011
Image credit: tin7_creations
17. THE DAWN OF CHOICE
I
have
tools
too.
$$
$$
Copyright Propellerfish Private Limited 2011
Image credit: tin7_creations
18. THE DAWN OF THE EMPOWERED CUSTOMER
I
have
tools
So?
too.
$$
$$
Copyright Propellerfish Private Limited 2011
Image credit: tin7_creations
19. THE DAWN OF COMPETITION
I
mean…
My
tools
are
be#er.
$$
$$
Copyright Propellerfish Private Limited 2011
Image credit: tin7_creations
20. THE DAWN OF CONSUMER APATHY
They
look
the
same
to
me
$$
$$
Copyright Propellerfish Private Limited 2011
Image credit: tin7_creations
21. THE DAWN OF COMMODITIZATION
Well
my
tools
are
cheaper
$$
$
Copyright Propellerfish Private Limited 2011
Image credit: tin7_creations
22. THE DAWN OF PRICE WARS
My
tools
are
even
cheaper
$
$
Copyright Propellerfish Private Limited 2011
Image credit: tin7_creations
23. THE DAWN OF PRICE WARS
My
tools
are
Deal.
even
cheaper
$
$
Copyright Propellerfish Private Limited 2011
Image credit: tin7_creations
24. THE DAWN OF THE BRAND
My
tools
are
for
people
who
know
how
to
use
tools.
$
$
$$$$
Copyright Propellerfish Private Limited 2011
Image credit: tin7_creations
25. THE DAWN OF THE BRAND
My
tools
are
for
Ooh.
I
want
to
people
who
know
how
to
be
one
of
those
use
tools.
people.
$$$$
Copyright Propellerfish Private Limited 2011
Image credit: tin7_creations
26. WHAT’S A BRAND?
There’s a lot of misperception out there by people who say…!
A logo!
A user interface!
An ad!
A tag line!
A color!
A name!
Copyright Propellerfish Private Limited 2011
…not really.
27. WHAT’S A BRAND?
There’s a lot of misperception out there by people who say…!
A logo!
A user interface!
An ad!
A tag line!
A color!
A name!
These are the ways brands both express and build
themselves.
Copyright Propellerfish Private Limited 2011
…not really.
28. WHAT’S A BRAND?
Wise words from an ad guy…!
Those are just expressions of a brand
“A brand is the consumer’s idea of a
product”
- David Ogilvy
Copyright Propellerfish 2010
Limited 2011
Copyright Propellerfish Private
29. WHAT’S A BRAND?
Wise words from the Economist…!
Those are just expressions of a brand
“(Brands) create the third, intangible
step in the adding of value. Take
water and sugar: they are
commodities. Process them into
Cola Drinks, and you have products.
Market and promote them into
Coca-Cola and Pepsi-Cola and you
have brands.”
- The Economist: The Year of the
Brand
Copyright Propellerfish 2010
Limited 2011
Copyright Propellerfish Private
30. WHAT’S A BRAND?
Wise words from the guys who bring you Mickey…!
Those are just expressions of a brand
“A brand is a living entity, it is enriched or
undermined cumulatively over time, the
product of a thousand small gestures”
Michael Eisner (Disney CEO)
*This is my favorite definition!
Copyright Propellerfish 2010
Limited 2011
Copyright Propellerfish Private
31. GREAT BRANDS HAVE A CENTRAL GUIDING IDEA
The glue that hold each of these “gestures” together!
Space
Users
Font
Product
Ads
User Interface
PR
Design
Brand Idea
Partners
Pricing
Logo
Name
Events
People
Copyright Propellerfish 2010
Limited 2011
Copyright Propellerfish Private
32. THAT IDEA GOVERNS EACH GESTURE
In the simplest terms…!
Brand Idea:!
Tools for the
mind that advance
humankind
Copyright Propellerfish Private Limited 2011
33. MEANWHILE, EACH GESTURE DEFINES THE BRAND
In the simplest terms…!
Brand Idea:
Tools for the
mind that advance
humankind
Copyright Propellerfish 2010
Limited 2011
Copyright Propellerfish Private
34. SOMETHING TO KEEP IN MIND
Everything communicates.!
Copyright Propellerfish Private Limited 2011
35. What does this font choice say about
Apple?
Copyright Propellerfish Private Limited 2011
37. What does this style of photography say about Apple?
Copyright Propellerfish Private Limited 2011
38. What What thisthe materials they usesay about Apple?
does do style of photography to
build their stores say about them?
Copyright Propellerfish Private Limited 2011
39. What do the people who work there communicate about the brand?
Copyright Propellerfish Private Limited 2011
Photo credit: flickr.com/DaveMN
40. Why does my startup need a brand?!
Copyright Propellerfish Private Limited 2011
41. BECAUSE BRANDS CREATE ELASTICITY
People will part with more for a brand.!
Jeans are jeans?
Passenger quotes during The distance people are
the same snowstorm
willing to drive to a…
“I couldn’t get home to see
my family over the holidays,
but JetBlue’s a good airline.
They did what they could.”
-JetBlue Passenger
$135 USD
“I
couldn’t
get
home
for
the
holidays.
I
know
the
weather
was
bad,
but
Delta
are
bastards.
I
hate
them.”
$35 USD
-‐JetBlue
Passenger
Price elasticity! Good will elasticity! Distance elasticity!
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42. SOMETHING MANY BRANDING PEOPLE FORGET
Brands are business tools.!
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43. So how do I build a great brand?!
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44. START BY ASKING YOURSELF THIS QUESTION
I’m a new player and I’m creating something
people might not trust entirely new and need people
me.! to understand what I do.!
What’s your business up against?!
What I do will change What we’re selling isn’t for
people’s lives but it’s everybody – we need to make
tough to understand at sure the people who try us
first.! first are the right people.!
There are other businesses out there
like us and we need people to know
that we’re different.!
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45. THEN ASK YOURSELF THIS…
Where is a brand most likely to help?!
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46. LAY DOWN YOUR BELIEF SYSTEM
Startups are in a position to build
their brand from the inside out.!
Start with the people who are
founding the business, their vision
for how they plan to change the
world and what they’re most
passionate about.!
If you’re only in it to make money
you’re going to suck at this part.!
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47. HOW WE DID AN OKAY(ISH) JOB OF IT AT PROPELLERFISH
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48. LOOK HARD AT WHAT YOU ACTUALLY SELL
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49. LOOK HARD AT WHAT YOU ACTUALLY SELL
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50. LOOK HARD AT WHAT YOU ACTUALLY SELL
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51. LOOK HARD AT WHAT YOU ACTUALLY SELL
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52. THEN LAY DOWN YOUR BELIEF SYSTEM
Our belief system would look something like…!
1. We bring freshness of thought to organizations that feel stale!
2. We bring energy that helps accelerate thinking and ideas from
workshop to store shelf!
3. We bring a level of polish and precision that can only be delivered
by doing one project at a time.!
4. We bring a rigor that’s missing from most other agencies!
5. We operate on the belief that the best creativity is commercial
creativity.!
6. We believe in only working with clients who are comfortable
collaborating with us as partners.!
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53. WHAT BUSINESS ARE YOU IN?
We’re technically in the innovation business but
we like to think of it as though… !
We are an opportunity development business.!
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54. DEFINE YOUR MISSION
We are in the business of helping the world
unleash its potential.!
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55. SAY IT WITH MORE THAN WORDS
Credit: Maria Horn (www.mariahorn.com)
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56. NOW YOU TRY…
Start by asking yourself these questions!
1. What are you setting out to build?
2. What’s your mission
3. Who are you targeting?
4. What’s their key painpoint?
5. How do you address it?
6. What do you stand for?
Copyright Propellerfish Private Limited 2011
57. HOMEWORK
1. Create a brief for your business using the questions
on the previous page (this will help you describe
your brand to other people)!
2. Rewrite that brief without words using pictures,
fonts, sounds, materials, etc. (this will help you
brief designers)!
3. Generate a list of words that encapsulate that brief
in its entirety - at least 100. (this will be a helpful
start point for your naming process)!
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