The Lean Brand: Brand ≠ Bullshit
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The Lean Brand is the first book to bring the rigor of lean startup principles to the marketing black box of branding. For the Launch Tour, hundreds of founders, intrapreneurs, and entrepreneurs came out in support of The Lean Brand all around the globe. In this presentation, Jeremiah Gardner and Brant Cooper share a new perspective on brand innovation and introduce you to the ideas in the book.
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The Lean Brand: Brand ≠ Bullshit
- 3. BRAND? WHAT IS A t#TheLeanBrand @JeremiahGardner
- 4. A BRAND IS A RELATIONSHIP t#TheLeanBrand @JeremiahGardner
- 5. ONE DIRECTION LOGO, PALETTE, PROMISE BRAND GENIUS CONVENTIONAL BRANDING DOWNSTREAM MANAGED BY t#TheLeanBrand @JeremiahGardner
- 7. BRAND, MEET LEAN t#TheLeanBrand @JeremiahGardner
- 8. t#TheLeanBrand @JeremiahGardner INNOVATION EXPERIMENTATION VALIDATED LEARNING LEAN BRAND THROUGH MANAGED BY
- 9. “A ‘STARTUP’ IS A COMPANY THAT IS CONFUSED ABOUT - 1. WHAT ITS PRODUCT IS. 2. WHO ITS CUSTOMERS ARE. 3. HOW TO MAKE MONEY.” ~ Cuddly Bear (AKA Dave McClure) t#TheLeanBrand @JeremiahGardner
- 10. BRANDING LEADS THE WAY EXISTING MARKET PROBLEM WELL UNDERSTOOD INNOVATION IMPROVES DIFFERENTIATION INCREMENTAL CHANGE PRODUCT LEADS THE WAY UNKNOWN / NEW MARKET PROBLEM NOT WELL UNDERSTOOD INNOVATION IS DRAMATIC RADICAL CHANGE INNOVATIONSPECTRUM WHERE ARE YOU? t#TheLeanBrand @JeremiahGardner
- 11. VALUE STREAM MATRIXDISCOVER, TRACK, AND ITERATE YOUR VALUE STREAM ORGANIZATION: PERSONA SEGMENT: DATE: AWAREINTRIGUEDTRUSTINGCONVINCEDHOPEFULSATISFIEDPASSIONATE ACQUISITIONFUNNELCONVERSIONMVPGROWTH ENGINE Organization Action Audience Action Result: Organization Action Audience Action Result: Organization Action Audience Action Result: Organization Action Audience Action Result: Organization Action Audience Action Result: Organization Action Audience Action Result: Organization Action Audience Action Result: VALUE STREAM From The Lean Entrepreneur (Brant Cooper & Patrick Vlaskovits) t#TheLeanBrand @JeremiahGardner
- 13. If we do X, Y% of people will behave in way Z. t#TheLeanBrand @JeremiahGardner
- 15. MINIMUM VIABLE BRAND t#TheLeanBrand @JeremiahGardner
- 19. http://leanbrandbook.com FREE ARTWORK, CASE STUDIES, FREE CHAPTER
- 20. http://leanbrandlab.com EVENTS,WORKSHOPS & LAB APPLICATION
- 21. GOODBYE, OLD-SCHOOL BRANDING. HELLO, INNOVATION #TheLeanBrand @JeremiahGardner