The document discusses key aspects of building a strong brand, including defining the brand truth with a tight storyline around why the company exists and who it serves. It emphasizes that the brand is reflected in everything from hiring and customer service to advertising and product experience. A strong brand allows a company to bond with customers who will defend it, and having brand equity can help a company survive mistakes. When starting a brand strategy, companies should listen to pitches, define a consistent message and vision, and amplify the brand through influencers rather than relying solely on advertising or going viral.

1. Recipe for a Brand: Core Value Props, Messaging, Visuals

2. Brand Truth: These are topline thoughts. Oh sure, these are real. May even work. I just didn’t really prepare much. And have ADD. Bad. Wait…what is this about again…?

3. What is a brand? It’s everything. Your mission. The people you hire. How the phone is answered. The site and product experience. And, oh yeah, stuff like advertising. Most importantly, it’s what people say and feel about you.

4. Why does brand matter? Great stories are behind great products.

5. Why does brand matter? Building equity allows you to bond with your customers. They’ll defend you in those peer-to-peer situations where you won’t have your say in court. And when you fuck up…the brand bank can help save a company.

6. Brand Strategy should equal Business Strategy How and what to market and to whom. R&D/new products. Alliances. Joint ventures. Markets.

7. So, ummm, where does one start?

8. Listen to all the “pitch a VC” stuff.

9. Tight storyline. Why do you exist and who do you serve? (Mirror, mirror…)

10. Advertising is a tax on products that aren’t compelling… …and yet good advertising will kill bad products quicker.

11. Be consistent. Amplify. Ignite the disciples.

12. Viral, schmiral. Know thy influencers. Beware of Agencies.

13. Listen. Respond. Listen. Have a point of view.

14. Recipe for a Brand: Core Value Props, Messaging, Visuals