A shorter (lightning talk) 12 minute version of my branding talk delivered at WordCamp Brighton 2018. The practice of branding can be traced back to 50.000 years ago. The concept of marketing branding to 4000 BC. And with the (r)evolution brought forth by Internet and Social Media, today “we are all brands” and as such, we all need to be aware of how a brand is best managed. This talk is a primer on the origin and the evolution of the concept of branding, so to better understand and care for our brand(s), regardless of their being a company, a product or a personal one. The talk covers 3 aspects of the branding practice: clarification on terminology, an historical overview to frame the culture, and a “branding recipe” section to highlight the process and the key aspects of quality branding.

1. WordCamp Brighton – August 18,, 2018Raffaella Isidori “From «it’s mine» to «it’s me»: how the concept of branding has evolved over the last 50,000 years”

2. WordCamp Brighton – August 18,, 2018Raffaella Isidori “From «it’s mine» to «it’s me»: how the concept of branding has evolved over the last 50,000 years”
Hey there,
Brighton!

3. WordCamp Brighton – August 18,, 2018Raffaella Isidori “From «it’s mine» to «it’s me»: how the concept of branding has evolved over the last 50,000 years”
communication & visual designer,
strategist, creative director, writer,
student, professor, coach, mentor, translator,
photographer, brand builder

4. WordCamp Brighton – August 18,, 2018Raffaella Isidori “From «it’s mine» to «it’s me»: how the concept of branding has evolved over the last 50,000 years”

5. WordCamp Brighton – August 18,, 2018Raffaella Isidori “From «it’s mine» to «it’s me»: how the concept of branding has evolved over the last 50,000 years”
Today, I will (very very fast)
go over 3 things with you:

6. WordCamp Brighton – August 18,, 2018Raffaella Isidori “From «it’s mine» to «it’s me»: how the concept of branding has evolved over the last 50,000 years”
1 – what is a brand (and what isn’t)

7. WordCamp Brighton – August 18,, 2018Raffaella Isidori “From «it’s mine» to «it’s me»: how the concept of branding has evolved over the last 50,000 years”
2 – how the concept of branding
has evolved

8. WordCamp Brighton – August 18,, 2018Raffaella Isidori “From «it’s mine» to «it’s me»: how the concept of branding has evolved over the last 50,000 years”
3 – my recipe to create and build
your brand

9. WordCamp Brighton – August 18,, 2018Raffaella Isidori “From «it’s mine» to «it’s me»: how the concept of branding has evolved over the last 50,000 years”
Let’s get going!

10. WordCamp Brighton – August 18,, 2018Raffaella Isidori “From «it’s mine» to «it’s me»: how the concept of branding has evolved over the last 50,000 years”

11. WordCamp Brighton – August 18,, 2018Raffaella Isidori “From «it’s mine» to «it’s me»: how the concept of branding has evolved over the last 50,000 years”
BRAND≠LOGO

12. WordCamp Brighton – August 18,, 2018Raffaella Isidori “From «it’s mine» to «it’s me»: how the concept of branding has evolved over the last 50,000 years”
Just do it

13. WordCamp Brighton – August 18,, 2018Raffaella Isidori “From «it’s mine» to «it’s me»: how the concept of branding has evolved over the last 50,000 years”

14. WordCamp Brighton – August 18,, 2018Raffaella Isidori “From «it’s mine» to «it’s me»: how the concept of branding has evolved over the last 50,000 years”

15. WordCamp Brighton – August 18,, 2018Raffaella Isidori “From «it’s mine» to «it’s me»: how the concept of branding has evolved over the last 50,000 years”

16. WordCamp Brighton – August 18,, 2018Raffaella Isidori “From «it’s mine» to «it’s me»: how the concept of branding has evolved over the last 50,000 years”

17. WordCamp Brighton – August 18,, 2018Raffaella Isidori “From «it’s mine» to «it’s me»: how the concept of branding has evolved over the last 50,000 years”
Another example

18. WordCamp Brighton – August 18,, 2018Raffaella Isidori “From «it’s mine» to «it’s me»: how the concept of branding has evolved over the last 50,000 years”

19. WordCamp Brighton – August 18,, 2018Raffaella Isidori “From «it’s mine» to «it’s me»: how the concept of branding has evolved over the last 50,000 years”

20. WordCamp Brighton – August 18,, 2018Raffaella Isidori “From «it’s mine» to «it’s me»: how the concept of branding has evolved over the last 50,000 years”

21. WordCamp Brighton – August 18,, 2018Raffaella Isidori “From «it’s mine» to «it’s me»: how the concept of branding has evolved over the last 50,000 years”
A logo is the REPRESENTATION
of a set of intangible values
that set a company/product/entity
apart from the rest.

22. WordCamp Brighton – August 18,, 2018Raffaella Isidori “From «it’s mine» to «it’s me»: how the concept of branding has evolved over the last 50,000 years”
The BRAND
is *that* set of intangible values

23. WordCamp Brighton – August 18,, 2018Raffaella Isidori “From «it’s mine» to «it’s me»: how the concept of branding has evolved over the last 50,000 years”
Think of a logo
as the 2-dimentional icon of a
multidimensional experience
(the brand)

24. WordCamp Brighton – August 18,, 2018Raffaella Isidori “From «it’s mine» to «it’s me»: how the concept of branding has evolved over the last 50,000 years”
A (very rapid)
BRANDING HISTORY PRIMER

25. WordCamp Brighton – August 18,, 2018Raffaella Isidori “From «it’s mine» to «it’s me»: how the concept of branding has evolved over the last 50,000 years”
1- OWNERSHIP

26. WordCamp Brighton – August 18,, 2018Raffaella Isidori “From «it’s mine» to «it’s me»: how the concept of branding has evolved over the last 50,000 years”
Yo!That’smine!

27. WordCamp Brighton – August 18,, 2018Raffaella Isidori “From «it’s mine» to «it’s me»: how the concept of branding has evolved over the last 50,000 years”
Lascaux Caves of Southern France

28. WordCamp Brighton – August 18,, 2018Raffaella Isidori “From «it’s mine» to «it’s me»: how the concept of branding has evolved over the last 50,000 years”
Ancient Egypt – 2700 BC

29. WordCamp Brighton – August 18,, 2018Raffaella Isidori “From «it’s mine» to «it’s me»: how the concept of branding has evolved over the last 50,000 years”
“brandr” Old Norse for “to burn”

30. WordCamp Brighton – August 18,, 2018Raffaella Isidori “From «it’s mine» to «it’s me»: how the concept of branding has evolved over the last 50,000 years”
2 - ORIGIN & QUALITY

31. WordCamp Brighton – August 18,, 2018Raffaella Isidori “From «it’s mine» to «it’s me»: how the concept of branding has evolved over the last 50,000 years”
Imadethat!

32. WordCamp Brighton – August 18,, 2018Raffaella Isidori “From «it’s mine» to «it’s me»: how the concept of branding has evolved over the last 50,000 years”
2000 B.C.
Mesopotamia, Greece, India, etc. 2/3000 BC

33. WordCamp Brighton – August 18,, 2018Raffaella Isidori “From «it’s mine» to «it’s me»: how the concept of branding has evolved over the last 50,000 years”
China 2/3000 BC

34. WordCamp Brighton – August 18,, 2018Raffaella Isidori “From «it’s mine» to «it’s me»: how the concept of branding has evolved over the last 50,000 years”

35. WordCamp Brighton – August 18,, 2018Raffaella Isidori “From «it’s mine» to «it’s me»: how the concept of branding has evolved over the last 50,000 years”

36. WordCamp Brighton – August 18,, 2018Raffaella Isidori “From «it’s mine» to «it’s me»: how the concept of branding has evolved over the last 50,000 years”

37. WordCamp Brighton – August 18,, 2018Raffaella Isidori “From «it’s mine» to «it’s me»: how the concept of branding has evolved over the last 50,000 years”

38. WordCamp Brighton – August 18,, 2018Raffaella Isidori “From «it’s mine» to «it’s me»: how the concept of branding has evolved over the last 50,000 years”
3 - IDENTIFICATION

39. WordCamp Brighton – August 18,, 2018Raffaella Isidori “From «it’s mine» to «it’s me»: how the concept of branding has evolved over the last 50,000 years”
Whichismine,now?

40. WordCamp Brighton – August 18,, 2018Raffaella Isidori “From «it’s mine» to «it’s me»: how the concept of branding has evolved over the last 50,000 years”

41. WordCamp Brighton – August 18,, 2018Raffaella Isidori “From «it’s mine» to «it’s me»: how the concept of branding has evolved over the last 50,000 years”
Nivea 1925Coca Cola 1899Campbell’s 1897

42. WordCamp Brighton – August 18,, 2018Raffaella Isidori “From «it’s mine» to «it’s me»: how the concept of branding has evolved over the last 50,000 years”
1875:
Trade Marks Registration Act
a brand can now be owned,
becoming a company asset

43. WordCamp Brighton – August 18,, 2018Raffaella Isidori “From «it’s mine» to «it’s me»: how the concept of branding has evolved over the last 50,000 years”
4 - DIFFERENTIATION

44. WordCamp Brighton – August 18,, 2018Raffaella Isidori “From «it’s mine» to «it’s me»: how the concept of branding has evolved over the last 50,000 years”
Mine’sbetter!

45. WordCamp Brighton – August 18,, 2018Raffaella Isidori “From «it’s mine» to «it’s me»: how the concept of branding has evolved over the last 50,000 years”
The rising of Advertising

46. WordCamp Brighton – August 18,, 2018Raffaella Isidori “From «it’s mine» to «it’s me»: how the concept of branding has evolved over the last 50,000 years”
1920s-1940s: Print & Radio

47. WordCamp Brighton – August 18,, 2018Raffaella Isidori “From «it’s mine» to «it’s me»: how the concept of branding has evolved over the last 50,000 years”
1940s-1950s: Television

48. WordCamp Brighton – August 18,, 2018Raffaella Isidori “From «it’s mine» to «it’s me»: how the concept of branding has evolved over the last 50,000 years”
1950s: UNIQUE SELLING PROPOSITION

49. WordCamp Brighton – August 18,, 2018Raffaella Isidori “From «it’s mine» to «it’s me»: how the concept of branding has evolved over the last 50,000 years”
1960s: EMOTIONAL SELLING PROPOSITION

50. WordCamp Brighton – August 18,, 2018Raffaella Isidori “From «it’s mine» to «it’s me»: how the concept of branding has evolved over the last 50,000 years”
1970s-1980s: brands as status-symbols

51. WordCamp Brighton – August 18,, 2018Raffaella Isidori “From «it’s mine» to «it’s me»: how the concept of branding has evolved over the last 50,000 years”
1980s-1990s: from product to producer

52. WordCamp Brighton – August 18,, 2018Raffaella Isidori “From «it’s mine» to «it’s me»: how the concept of branding has evolved over the last 50,000 years”
1990s-2010:
if television was a game changer,
Internet is a true revolution

53. WordCamp Brighton – August 18,, 2018Raffaella Isidori “From «it’s mine» to «it’s me»: how the concept of branding has evolved over the last 50,000 years”
1995
Amazon
2001 20061997
Google
2004 2005
FaceBook
WordPress
LinkedIn
YouTube
Twitter
20102007
The game changers
iPhone
Instagram
Pinterest
iPad
2003
Wikipedia

54. WordCamp Brighton – August 18,, 2018Raffaella Isidori “From «it’s mine» to «it’s me»: how the concept of branding has evolved over the last 50,000 years”
In terms of branding, this has
two major implications:

55. WordCamp Brighton – August 18,, 2018Raffaella Isidori “From «it’s mine» to «it’s me»: how the concept of branding has evolved over the last 50,000 years”
1there’s nowhere to hide

56. WordCamp Brighton – August 18,, 2018Raffaella Isidori “From «it’s mine» to «it’s me»: how the concept of branding has evolved over the last 50,000 years”
2we are all brands now

57. WordCamp Brighton – August 18,, 2018Raffaella Isidori “From «it’s mine» to «it’s me»: how the concept of branding has evolved over the last 50,000 years”
So we need to pay attention

58. WordCamp Brighton – August 18,, 2018Raffaella Isidori “From «it’s mine» to «it’s me»: how the concept of branding has evolved over the last 50,000 years”
branding has evolved:

59. WordCamp Brighton – August 18,, 2018Raffaella Isidori “From «it’s mine» to «it’s me»: how the concept of branding has evolved over the last 50,000 years”
branding has evolved:
ownership

60. WordCamp Brighton – August 18,, 2018Raffaella Isidori “From «it’s mine» to «it’s me»: how the concept of branding has evolved over the last 50,000 years”
branding has evolved:
ownership
origin & quality

61. WordCamp Brighton – August 18,, 2018Raffaella Isidori “From «it’s mine» to «it’s me»: how the concept of branding has evolved over the last 50,000 years”
branding has evolved:
ownership
origin & quality
identification

62. WordCamp Brighton – August 18,, 2018Raffaella Isidori “From «it’s mine» to «it’s me»: how the concept of branding has evolved over the last 50,000 years”
branding has evolved:
ownership
origin & quality
identification
differentiation

63. WordCamp Brighton – August 18,, 2018Raffaella Isidori “From «it’s mine» to «it’s me»: how the concept of branding has evolved over the last 50,000 years”
branding has evolved:
ownership
origin & quality
identification
differentiation
company asset

64. WordCamp Brighton – August 18,, 2018Raffaella Isidori “From «it’s mine» to «it’s me»: how the concept of branding has evolved over the last 50,000 years”
branding has evolved:
ownership
origin & quality
identification
differentiation
company asset
status symbol

65. WordCamp Brighton – August 18,, 2018Raffaella Isidori “From «it’s mine» to «it’s me»: how the concept of branding has evolved over the last 50,000 years”
branding has evolved:
ownership
origin & quality
identification
differentiation
company asset
status symbol
reputation

66. WordCamp Brighton – August 18,, 2018Raffaella Isidori “From «it’s mine» to «it’s me»: how the concept of branding has evolved over the last 50,000 years”
today your brand is your (kept)
promise to your customer

67. WordCamp Brighton – August 18,, 2018Raffaella Isidori “From «it’s mine» to «it’s me»: how the concept of branding has evolved over the last 50,000 years”
Your brand is
what other people say about you
when you’re not in the room.

68. WordCamp Brighton – August 18,, 2018Raffaella Isidori “From «it’s mine» to «it’s me»: how the concept of branding has evolved over the last 50,000 years”
Your brand is
what other people say about you
when you’re not in the room.

69. WordCamp Brighton – August 18,, 2018Raffaella Isidori “From «it’s mine» to «it’s me»: how the concept of branding has evolved over the last 50,000 years”
but what about us small folks?

70. WordCamp Brighton – August 18,, 2018Raffaella Isidori “From «it’s mine» to «it’s me»: how the concept of branding has evolved over the last 50,000 years”
Should we build/manage
our (personal or business) brand?

71. WordCamp Brighton – August 18,, 2018Raffaella Isidori “From «it’s mine» to «it’s me»: how the concept of branding has evolved over the last 50,000 years”
Should we build/manage
our (personal or business) brand?
And how?

72. WordCamp Brighton – August 18,, 2018Raffaella Isidori “From «it’s mine» to «it’s me»: how the concept of branding has evolved over the last 50,000 years”
My recipe

73. WordCamp Brighton – August 18,, 2018Raffaella Isidori “From «it’s mine» to «it’s me»: how the concept of branding has evolved over the last 50,000 years”
know thyself
1

74. WordCamp Brighton – August 18,, 2018Raffaella Isidori “From «it’s mine» to «it’s me»: how the concept of branding has evolved over the last 50,000 years”
know your customer
2

75. WordCamp Brighton – August 18,, 2018Raffaella Isidori “From «it’s mine» to «it’s me»: how the concept of branding has evolved over the last 50,000 years”
know your market
3

76. WordCamp Brighton – August 18,, 2018Raffaella Isidori “From «it’s mine» to «it’s me»: how the concept of branding has evolved over the last 50,000 years”
know the others
4

77. WordCamp Brighton – August 18,, 2018Raffaella Isidori “From «it’s mine» to «it’s me»: how the concept of branding has evolved over the last 50,000 years”
have (or get) a clear vision
5

78. WordCamp Brighton – August 18,, 2018Raffaella Isidori “From «it’s mine» to «it’s me»: how the concept of branding has evolved over the last 50,000 years”
values: have them, and
stand by them
6

79. WordCamp Brighton – August 18,, 2018Raffaella Isidori “From «it’s mine» to «it’s me»: how the concept of branding has evolved over the last 50,000 years”
be strategic, have a plan
7

80. WordCamp Brighton – August 18,, 2018Raffaella Isidori “From «it’s mine» to «it’s me»: how the concept of branding has evolved over the last 50,000 years”
give your brand an
(appropriate) personality
8

81. WordCamp Brighton – August 18,, 2018Raffaella Isidori “From «it’s mine» to «it’s me»: how the concept of branding has evolved over the last 50,000 years”
don’t skimp
9

82. WordCamp Brighton – August 18,, 2018Raffaella Isidori “From «it’s mine» to «it’s me»: how the concept of branding has evolved over the last 50,000 years”
10 work hard, stay consistent,
check often

83. WordCamp Brighton – August 18,, 2018Raffaella Isidori “From «it’s mine» to «it’s me»: how the concept of branding has evolved over the last 50,000 years”
11
be mindful

84. WordCamp Brighton – August 18,, 2018Raffaella Isidori “From «it’s mine» to «it’s me»: how the concept of branding has evolved over the last 50,000 years”
And if your brand is a
PERSONAL BRAND

85. WordCamp Brighton – August 18,, 2018Raffaella Isidori “From «it’s mine» to «it’s me»: how the concept of branding has evolved over the last 50,000 years”
steps 1-7 and rules 9 and 11
apply just the same

86. WordCamp Brighton – August 18,, 2018Raffaella Isidori “From «it’s mine» to «it’s me»: how the concept of branding has evolved over the last 50,000 years”
you ARE your brand,
it should have YOUR
personality8

87. WordCamp Brighton – August 18,, 2018Raffaella Isidori “From «it’s mine» to «it’s me»: how the concept of branding has evolved over the last 50,000 years”
opportunely curbed,
but true to your true self

88. WordCamp Brighton – August 18,, 2018Raffaella Isidori “From «it’s mine» to «it’s me»: how the concept of branding has evolved over the last 50,000 years”
a brand is an
organic, living, breathing being

89. WordCamp Brighton – August 18,, 2018Raffaella Isidori “From «it’s mine» to «it’s me»: how the concept of branding has evolved over the last 50,000 years”
It needs care and nurturing
to grow and prosper

90. WordCamp Brighton – August 18,, 2018Raffaella Isidori “From «it’s mine» to «it’s me»: how the concept of branding has evolved over the last 50,000 years”
give it your best,
love it, foster it, care for it

91. WordCamp Brighton – August 18,, 2018Raffaella Isidori “From «it’s mine» to «it’s me»: how the concept of branding has evolved over the last 50,000 years”
and if (when) you step on a poo

92. WordCamp Brighton – August 18,, 2018Raffaella Isidori “From «it’s mine» to «it’s me»: how the concept of branding has evolved over the last 50,000 years”
own it,
apologize,
fix it (as best as you can)
and
learn from it

93. WordCamp Brighton – August 18,, 2018Raffaella Isidori “From «it’s mine» to «it’s me»: how the concept of branding has evolved over the last 50,000 years”

94. WordCamp Brighton – August 18,, 2018Raffaella Isidori “From «it’s mine» to «it’s me»: how the concept of branding has evolved over the last 50,000 years”
get in touch
zetaraffix@thesign.it
@zetaraffix