The document discusses branding and provides guidance on developing an effective brand. It states that a great brand instantly evokes a memorable image or feeling uniquely associated with what is being branded. It also emphasizes that the right order is to first establish brand attributes, name, story, then logo and applications. Each element depends on and must harmonize with its predecessors. Strategic applications also must support the established brand identity or a new brand may be needed instead of a line extension.

1. GROKKING
BRANDING
Creative
Destructionist™

2. BRANDING IS A VERY BIG SUBJECT
IT IS MY AMBITION TO SAY IN TEN
SENTENCES WHAT OTHER MEN
SAY IN WHOLE BOOKS—WHAT
OTHER MEN DO NOT SAY IN
WHOLE BOOKS.
NIETZSCHE
8/12/2012 – slide 2

3. BRANDING MEANS EVERYTHING TO EVERYONE
LOGOS
NAMES
POSITIONING
MESSAGING
MARKETING CATCH-ALL
SOCIAL MEDIA IMPRINT
STUFF YOU LOOK FOR IN STORES
LABELS ON CLOTHES YOU WEAR
CELEBRITIES
… BUT EVERYONE IS WRONG
8/12/2012 – slide 3

4. A GREAT BRAND IS A REPRESENTATION OF
SOMETHING (A PERSON, A COMPANY, A
PRODUCT) …
WHICH IS UNASSAILABLY AUTHENTIC AND
WHICH INSTANTLY, AUTOMATICALLY EVOKES IN
THE MIND OF THE TARGETED PERCEIVER A
MEMORABLE IMAGE, IDEA, SOUND, ATTITUDE OR
FEELING UNIQUELY ASSOCIATED WITH THAT
“SOMETHING.” (THAT WHICH IS EVOKED MAY BE
POSITIVE, NEGATIVE OR NEUTRAL.)
8/12/2012 – slide 4

5. WHY SARTRE WAS NOT A BRANDING EXPERT
I TOOK A TEST IN EXISTENTIALISM. I
LEFT ALL THE ANSWERS BLANK AND
GOT 100.
WOODY ALLEN
8/12/2012 – slide 5

6. WITHOUT ATTRIBUTES,
ALL BRAND APPLICATIONS ARE MEANINGLESS
ATTRIBUTES:
KEYS TO AUTHENTICITY
8/12/2012 – slide 6

7. WHICH COMES FIRST: THE LOGO OR THE NAME?
TOO OFTEN, THE LOGO …
IN FACT, UNTIL YOU HAVE AN
EVOCATIVE NAME AND STORY, THE
LOGO IS JUST GUESSWORK
8/12/2012 – slide 7

8. THE FALLACY OF LOGOS:
YOU CAN TELL A BOOK BY ITS COVER …
UNLESS
THE COVER SUCKS
8/12/2012 – slide 8

9. 8/12/2012 – slide 9

10. 8/12/2012 – slide 10

11. 8/12/2012 – slide 11

12. THE RIGHT ORDER
ATTRIBUTES
NAME+TAGLINE
BRAND STORY
LOGO
BRAND APPLICATIONS
STRATEGIC APPLICATIONS
EACH DEPENDS ON ITS
PREDECESSORS
8/12/2012 – slide 12

13. THE TESTS
DOES THE NAME EVOKE THE KEY
ATTRIBUTES OF THE BRAND?
DO ANY ATTRIBUTES CONTRADICT
THE NAME?
MIX AND REPEAT FOR THE BRAND
STORY AND THEN THE LOGO,
ADDING IN ALL PREDECESSORS AS
CRITERIA
8/12/2012 – slide 13

14. BRAND APPLICATIONS
EVERY SINGLE ONE MUST
HARMONIZE WITH, COMPLEMENT
AND SUPPORT THE BRAND
IDENTITY ESTABLISHED
THE ALTERNATIVE IS ENTROPY
8/12/2012 – slide 14

15. STRATEGIC APPLICATIONS
DOES YOUR BRAND SUPPORT YOUR
NEW LINE OF BUSINESS?
IF NOT, YOU NEED A NEW BRAND,
NOT A LINE EXTENSION
8/12/2012 – slide 15

16. EXAMPLES(REAL AND IMAGINARY)
CHARMIN® MILK
PORSCHE® SUV
VOLVO® COUPE
HARRY WINSTON® SILLY BANDZ
CAMPBELL’S® PIZZA
NEW COKE®
LAS VEGAS MONASTERY
ZAPPOS® MILITARY ACADEMY
8/12/2012 – slide 16

17. @THEBRANDMASON
STEVEN@THEBRANDMASON.COM
FACEBOOK.COM/CREATIVE.DESTRUCTIONIST
LINKEDIN.COM/IN/THEBRANDMASON
650.776.7968
©2012 STEVEN MASON. ALL RIGHTS RESERVED.
REPRODUCTION PERMITTED WITH FULL
ATTRIBUTION AND NO ALTERATIONS.
8/12/2012 – slide 17