As marketers, our primary problem today is not brand confusion but rather confusion about brand. When it comes down to the essentials of what makes a brand successful, Aristotle gave us the answer around 2,300 years ago. What’s more, he made it into a repeatable method that just about anyone can use to create a more successful brand. In this 35-minute replay, Flint McGlaughlin, Managing Director, MECLABS Institute, shows you how to apply Aristotle’s framework to your brand and marketing so you can outmaneuver your competitors.

1. Repeatable Brand Strategy:
How successful brands are outmaneuvering the competition with a
2,300-year-old strategy

2. Flint McGlaughlin – Managing Director, MECLABS Institute
Flint McGlaughlin is the managing director of MECLABS Institute. The organization has
partnered with key market leaders including The New York Times, Microsoft Corporation,
and Reuters Group.
He also serves as the Director of Enterprise Research at the Transforming Business
Institute, University of Cambridge (UK) and as a Trustee for Westminster Theological
Centre. McGlaughlin originally studied Philosophy and Theology at the University of
London’s Specialist Jesuit College.
Today, his primary research is focused on enterprise as transformative agent. His work has
won multiple awards and has been quoted in more than 13,000 online and offline sources.
Today’s Speaker

3. Experiment #1
Control
Non-Branded
Treatment
Lightly Branded
40%
INCREASE

4. Experiment #2
Control
Lightly Branded
Treatment
Fully Branded
-34%
DECREASE

5. Paul Montgomery
President and Founder
Lyn Stevens
CEO and Founder
• Paul Montgomery and Lyn Stevens have been leaders in the
precious metals industry—a multi-billion dollar industry—
for decades.
• In a market place suffering from a poor reputation, they
decided to launch a new precious metals company that was
consumer focused and truly expressed their vision of
reliability and trustworthiness.
• To do this, they began an evaluation and development of
their value proposition and its implications to create a
entirely new type of brand in the industry.
A Real-world Example: Background

6. If I am a current precious metals investor, why
should I invest in precious metals with you rather
than any other precious metals provider?
A Real-world Example: The question

7. Potential Claims of Value
Appeal
(1-5)
Exclusivity
(1-5)
Because we were founded by a team with a proven record of consumer advocacy 3.5 4.5
Because we are trustworthy 3.5 4
Because we offer transparent comparison charts 5 4.5
Because we provide clarity in the cart (spot, premium, time) 5 4.5
Because we automatically guarantee lowest spot price while in the checkout process 4 4
Because we provide an in-market buyback guarantee 3.5 3.5
Because our products are almost always in stock 4 3.5
Because we offer budget and subscription services 3.5 4
Because we provide excellent customer service 3.5 ?
A Real-world Example: Claims of value and argument

8. Because customers can trust Heartland’s relentless dedication to integrity
and unparalleled market transparency so that they are empowered to
make the most informed precious metals investment decisions.
Potential Claims of Value
Appeal
(1-5)
Exclusivity
(1-5)
Because we were founded by a team with a proven record of consumer advocacy 3.5 4.5
Because we are trustworthy 3.5 4
Because we offer transparent comparison charts 5 4.5
Because we provide clarity in the cart (spot, premium, time) 5 4.5
Because we automatically guarantee lowest spot price while in the checkout process 4 4
Because we provide an in-market buyback guarantee 3.5 3.5
Because our products are almost always in stock 4 3.5
Because we offer budget and subscription services 3.5 4
Because we provide excellent customer service 3.5 ?
A Real-world Example: Claims of value and argument

9. Because customers can trust our relentless dedication to integrity1 and
unparalleled market transparency2 so that they are empowered to
make the most informed precious metals investment decisions.3
1. Our founders have over 50 years of experience and have earned the highest industry awards for
ethics and integrity for their tireless efforts to root out dishonest practices in the precious metals
trade, winning settlements for defrauded customers. Our founders also have years of experience
advising the FTC, the SEC, various State Attorneys Generals and the PNG.
2. We provide clear pricing during both the buying and selling process, ensuring that your spot
and premium are locked in during your purchase. We provide clarity around the market feed
source. We also have a history of exposing bad price skimming practices.
3. Our patented tools platform offers precious metals investors unmatched asset management
control, providing up-to-the-minute market updates, price alerts and portfolio configuration. We
also offer a 100% “buy back” guarantee.
A Real-world Example: Claims of value and argument

10. Fresh
Contemporary
Ease
Cool
Mechanical
Precision
Warm
Family
Values
A Real-world Example: Brand symbol sets

11. Fresh
Contemporary
Ease
Cool
Mechanical
Precision
Warm
Family
Values
A Real-world Example: Brand symbol sets

12. A Real-world Example: Brand implementation

13. A Real-world Example: Brand implementation

14. How do we effectively leverage our value
proposition to build a brand from the ground up?
A Real-world Example: Brand implementation

15. In this clinic, we will walk through a systematic
approach for linking the value proposition argument
to the execution of the branding strategy.

16. FKey Principles
Value
Proposition
Defining the Fostered Conclusions
1. Value proposition is an argument; brand is an
impression (in the form of a conclusion).

17. FKey Principles
Defining the Fostered Conclusions
1. Value proposition is an argument; brand is an
impression (in the form of a conclusion).
2. The value proposition experience creates an
impression; brand leverages the impression to create
buying momentum.
Value
Proposition

18. FKey Principles
1. Value proposition is an argument; brand is an
impression (in the form of a conclusion).
2. The value proposition experience creates an
impression; brand leverages the impression to create
buying momentum.
3. Brands can attempt to create an impression that occurs
before and after the purchase, but if there is not an
alignment between the (brand) promise and the
experience of the value proposition, the impression is
nullified.
Defining the Fostered Conclusions
Value
Proposition x

19. Because customers can trust our relentless dedication to integrity1 and
unparalleled market transparency2 so that they are empowered to make the
most informed precious metals investment decisions.3
1. Our founders have over 50 years of experience and have earned the highest industry awards for
ethics and integrity for their tireless efforts to root out dishonest practices in the precious metals
trade, winning settlements for defrauded customers. Our founders also have years of experience
advising the FTC, the SEC, various State Attorneys Generals and the PNG.
2. We provide clear pricing during both the buying and selling process, ensuring that your spot
and premium are locked in during your purchase. We provide clarity around the market feed
source. We also have a history of exposing bad price skimming practices.
3. Our patented tools platform offers precious metals investors unmatched asset management
control, providing up-to-the-minute market updates, price alerts and portfolio configuration. We
also offer a 100% “buy back” guarantee.
Argument
Impression
Argument to Impression
TRUSTWORTHY
EMPOWERMENTTRANSPARENT

20. FKey Principles
4. The most effective brands leverage the brand impression to foster a conclusion not just
about the company’s value but also about the prospect’s identity.
Defining the Fostered Conclusions

21. The Untold Story
Question: How did Apple leverage identity in this campaign?

22. Question: How did Marlboro leverage identity in this campaign?

23. How can I leverage my brand to impact the
prospect’s identity?
Question: How did Marlboro leverage identity in this campaign?

24. Classic Syllogism Example:
P1: All men (M) are mortal (P).
P2: Socrates (S) is a man (M).
P3: Therefore, Socrates (S) is mortal (P).
Syllogism: a logical argument that applies deductive
reasoning to arrive at a conclusion based on two or more
propositions that are asserted, or assumed, to be true.
FEssential Definition
Aristotle
Classic Syllogism Structure:
P1: All the middle term (M) are the predicate (P).
P2: The subject (S) is the middle term (M).
P3: Therefore, the subject (S) is the predicate (P).
On Syllogisms: Impacting the prospect’s identity

25. Classic Syllogism Example:
P1: All men (M) are mortal (P).
P2: Socrates (S) is a man (M).
P3: Therefore, Socrates (S) is mortal (P).
Syllogism: a logical argument that applies deductive
reasoning to arrive at a conclusion based on two or more
propositions that are asserted, or assumed, to be true.
FEssential Definition
Aristotle
Classic Syllogism Structure:
P1: All the middle term (M) are the predicate (P).
P2: The subject (S) is the middle term (M).
P3: Therefore, the subject (S) is the predicate (P).
Brands can create a virtual syllogism in the minds
of their customers by bringing their subject
(customer experience) into alignment with a
clear predicate.
On Syllogisms: Impacting the prospect’s identity

26. The Untold Story
Apple: “Think different”
• Apple had 90 days of money left when its agency, TBWA
ChiatDay, began brainstorming the campaign.

27. The Untold Story
Apple: “Think different”
• Apple had 90 days of money left when its agency, TBWA
ChiatDay, began brainstorming the campaign.
• Art director Craig Tanimoto was inspired by Rene Magritte’s
surrealist painting “The Treachery of Images,” a painting of a
pipe with the phrase “This is not a pipe” transcribed in
French.

28. The Untold Story
Apple: “Think different”
• This idea of something being more than what it is inspired
him to doodle an Apple computer and label it: “This is not a
box.”
“This is not a box”

29. The Untold Story
Apple: “Think different”
• His thoughts shifted to Dr. Seuss and how so many of his
characters are unique or social outcasts. Next to one of his
doodles he jotted down: “Think different.”

30. The Untold Story
Apple: “Think different”
“‘Think Different’ celebrates the soul of the
Apple brand—that creative people with
passion can change the world for the
better.” – Steve Jobs

31. The Untold Story
Apple: “Think different”
“Think Different” Virtual Syllogism
P1: All people who use Apple products think differently.
P2: I use Apple products.
P3: Therefore, I think differently.

32. Marlboro: The Marlboro Man
• Originally marketed to women in the 1920s, Marlboro did not
begin marketing to men until the late 1950s, when concerns
about smoking cigarettes without filters began affecting the
market.
A Marlboro Man Story

33. Marlboro: The Marlboro Man
A Marlboro Man Story
• Originally marketed to women in the 1920s, Marlboro did not
begin marketing to men until the late 1950s, when concerns
about smoking cigarettes without filters began affecting the
market.
• Inspired by the ruggedness of TV cowboys, Marlboro focused
on appealing to the type of person its intended audience
might admire.

34. Marlboro: The Marlboro Man
A Marlboro Man Story
Marlboro Man Virtual Syllogism
P1: All people who smoke Marlboro are rugged, tough
and “manly.”
P2: I smoke Marlboro.
P3: Therefore, I am rugged, tough and “manly.”

35. Heartland Example: Fostered conclusions
Because customers can trust our relentless dedication to integrity1 and
unparalleled market transparency2 so that they are empowered to make
the most informed precious metals investment decisions.3
1. Our founders have over 50 years of experience and have earned the highest industry
awards for ethics and integrity for their tireless efforts to root out dishonest practices in the
precious metals trade, winning settlements for defrauded customers. Our founders also have
years of experience advising the FTC, the SEC, various State Attorneys Generals and the PNG.
2. We provide clear pricing during both the buying and selling process, ensuring that your
spot and premium are locked in during your purchase. We provide clarity around the market
feed source. We also have a history of exposing bad price skimming practices.
3. Our patented tools platform offers precious metals investors unmatched asset
management control, providing up-to-the-minute market updates, price alerts and portfolio
configuration. We also offer a 100% “buy back” guarantee.
Heartland Brand Syllogism
P1: All investors who use Heartland value
family, integrity and caring for the future
of others.
P2: I am an investor who uses Heartland.
P3: Therefore, I value family, integrity
and caring for the future of others

36. FKey Principles
1. Value proposition is an argument; brand is an impression (in the form of a conclusion).
2. The value proposition experience creates an impression; brand leverages the impression
to create buying momentum.
3. Brands can attempt to create an impression that occurs before and after the purchase, but
if there is not an alignment between the (brand) promise and the experience of the value
proposition, the impression is nullified.
4. The most effective brands leverage the brand impression to foster a conclusion not just
about the company’s value but also about the prospect’s identity.
Summary: Putting it all together