The document discusses branding and marketing strategies. It provides tips for analyzing audiences, choosing a brand name, crafting a clear message, and fusing brand assets with strategic directions and key audiences. An example is provided of a branding workshop for a hypothetical car services app called CarPixie, which aims to help busy women efficiently find local car care services. The workshop analyzes the target audience and develops an "elevator pitch" message and mission for the brand.

1. Marketing & Branding for Dummies

2. Eric Hughes V.P. Creative Director Rob Rubinoff Interactive Director

3. Here’s where to find this presentation! madg.com/mta2010

4. Vocab Marketing - what you say you are Brand - what your audience says you are Fracture - costly break in Brand consistency Fusion - valuable bridge in Brand consistency

5. What Brands Know Media landscape grows & changes daily Audiences are fickle and vocal Watch, listen, respond, win!

6. What Brands Know 37 Signals (Basecamp) Apple (iPod) Intel (Pentium)

7. Get three things right early : Audience analysis first, design second A good Brand name is half the battle Nail a key message you can say What Brands Know

8. A In The Making Car Services Web + Mobile App All auto services: Glass, Parts & Supplies Repair, Body Shops Car Dealers - Car Wash Gas & Service Stations Motorcycle Dealers, Repair Oil Changes * Parking Smog Check Stations, Stereo Installation? Tires , Towing! Windshield Installation & Repair Geo-locating for all car services! Ad-based revenue model! Names? Car Butler AutoMate(COOl!) "Car”lton Car Jeeves?

9. A Less Than Start Of course, Car Jeeves’ main audiences must be: Execs! Attorneys! Doctors!

10. A Less Than Start Introducing CarJeeves! First round of funding and launch! And the result?...

12. A Reflects This is when Brands tend to knock on our door. Here’s what we do. (And you can too!)

14. A Finds Fusion Brand Fusion is a one-day workshop that harvests open, insightful input from your leadership team to prioritize the factors that determine your company’s success and fuse your message with your Brand’s greatest opportunity.

15. Brand Fusion

16. Brand Fusion

17. A Reboots Audience & Industry Insight Sources Free: Ad Age White Papers @ http://adage.com/whitepapers $$: Adology @ http://www.ad-ology.com $$$: Market Research.com @ http://www.marketresearch.com $60 to $150 on the low-end, $8,000 to $11,000 on the high-end.

18. A Gets Strategic Meet “iMom” • Married, mid-class, kids, beyond busy • 35 million (40 by ‘12) • 2/3 use web to research products & services • 95% say web saves time • More women use car washes & fast lube centers than men Sources: 1. eMarketer.com 2. Opinion Research Corporation / AOL Study and Road & Travel Magazine 3. International Carwash Association and National Institute for Automotive Service Excellence

19. She Really Wants: A Digs Deeper • Save time • Make errands “easier” • Technology that streamlines her life (a little helper) • Want marketers to “get” them and market to them (74% say misunderstood by auto category) Source: 1. Sheconomy.com

20. App Reviews: “Car Wash Locator” Any Can See 2 Star Avg. 21 Ratings Source: iTunes internal App Reviews ColinHanna – Jan 31, 2010 “ Some listed washes turn out to be closed while others are not listed.” Piloto176 – Apr 14, 2010 “ Updates would be useful with real time info on washes that are open or no longer in business.”

22. Review Audience analysis first Dig deep for insights Learn from customer reviews Design based on insight (underdo?) Be From The Start

23. Good Names • Available • Benefit-oriented • Short • “ Oops-proof” If it’s still great, GREAT! What’s In A Name? Dummy Names • Taken/Conflicted • “ Cool-sounding” • Long • Oops-prone

26. Woo-hoo! But check with a trademark attorney.

27. Good name, 2 Live claims, check with trademark attorney. Don’t fall in love.

28. What’s In A Name? Benefit-Oriented “ BaseCamp” = Rally point for teams iPod = Apple’s portable music player Pentium = A new element of intelligence

29. What’s In A Name? Short 4 -7 items (limit of working memory 1) Use SEO keyword in domain Grab misspellings http://goo.gl/QfRdA .COM is KING Be creative – http://domai.nr Source:1.Working Memory Capacity, Nelson Cowan, 2005

30. What’s In A Name? WARNING: The following names and urls are real and NSFW! “ Oops-proof”

31. What’s In A Name? Pen Island > Therapist Finder > Who Represents > penis land.net “ Oops-proof”

32. What’s In A Name? Pen Island > Therapist Finder > Who Represents > penis land.net the rapistfinder. com “ Oops-proof”

33. What’s In A Name? whore presents.com “ Oops-proof” Pen Island > Therapist Finder > Who Represents > penis land.net the rapistfinder. com

34. Demand A Name and the winner is…

35. Demand A Name Pssst. Couldn’t we have done this from the start?

36. Demand A Name Review Quick-check availability Connect to a benefit Keep it short Oops-proof it

37. Make Your Message “ Commitment to quality.” “ Customer-centric.” “ Service-oriented.” Messages? No. Expectations .

38. Make Your Message CarPixie is committed to creating a quality web experience by providing customer-centric usability connected to service-oriented partners. Message? No. Mission .

39. Be A In Elevators

40. Be A In Elevators (Brand) is the (insight-driven adjective) way for (insight-driven goal) to (product feature-enabled benefit.) “ Really? Tell me more.” 12, 11, 10... Message Starter Template

41. CarPixie Brand Fusion CarPixie.com is the quickest, easiest way for today’s beyond-busy women to find the car care services they use the most - right now, right where they are.

42. “ CarPixie.com is the easiest way for today’s beyond-busy woman to find the car care services she uses most - right now, wherever she is.” “ Really? Tell me more” (12, 11, 10…)

43. Message Like A Get car stuff done quick

44. Review Message beyond “expectations” Missions ≠ messages Make your message “elevator-ready” Message Like A

45. Takeaways Get three things right early : Audience analysis first, design second A good Brand name is half the battle Nail a key message you can say

46. Here’s where to find this presentation! madg.com/mta2010 linkedin.com/company/mad-genius facebook.com/madgeniusinc twitter.com/madgeniusinc