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![http://www.youtube.com/watch?v=vmG9jzCHtSQ
[Steve Jobs Video]
Sept 21, 2011 // PRCA North Alabama Chapter // Huntsville, Alabama
@davefletcher // TheMechanism.com
Sunday, September 25, 11](https://image.slidesharecdn.com/the-mechanism-dfletcher-brand-deconstruction-110925215815-phpapp01/85/Deconstructing-Brands-A-Branding-Workshop-29-320.jpg)
![http://www.youtube.com/watch?
v=12lzdEBpW9U&feature=related
http://www.youtube.com/watch?
v=S_3Dj5GZJNc&feature=related
[Richard Branson]
Sept 21, 2011 // PRCA North Alabama Chapter // Huntsville, Alabama
@davefletcher // TheMechanism.com
Sunday, September 25, 11](https://image.slidesharecdn.com/the-mechanism-dfletcher-brand-deconstruction-110925215815-phpapp01/85/Deconstructing-Brands-A-Branding-Workshop-34-320.jpg)
![http://www.youtube.com/watch?v=KR4dxPISegY
[Virgin Airlines Safety Video]
Sept 21, 2011 // PRCA North Alabama Chapter // Huntsville, Alabama
@davefletcher // TheMechanism.com
Sunday, September 25, 11](https://image.slidesharecdn.com/the-mechanism-dfletcher-brand-deconstruction-110925215815-phpapp01/85/Deconstructing-Brands-A-Branding-Workshop-78-320.jpg)
![http://www.youtube.com/watch?v=ykjrD_8anyw
[Sony Ericsson Ray]
Sept 21, 2011 // PRCA North Alabama Chapter // Huntsville, Alabama
@davefletcher // TheMechanism.com
Sunday, September 25, 11](https://image.slidesharecdn.com/the-mechanism-dfletcher-brand-deconstruction-110925215815-phpapp01/85/Deconstructing-Brands-A-Branding-Workshop-97-320.jpg)
Uploaded byThe Mechanism
Deconstructing Brands - A Branding Workshop
The document outlines the key elements of branding as presented in a workshop by the PRCA North Alabama Chapter, emphasizing aspects like name, position, personality, promise, tagline, color, imagery, and logo. It discusses how these elements contribute to a brand's identity and communication with its audience, alongside examples from recognized brands. Additionally, it covers the importance of a brand's promise and its role in establishing expectations, as well as the psychological impacts of color on brand perception.
Deconstructing Brands - A Branding Workshop
- 1. HELLO Sept 21, 2011 // PRCA North Alabama Chapter // Huntsville, Alabama @davefletcher // TheMechanism.com Sunday, September 25, 11
- 2.
- 3. Sept 21, 2011// PRCA North Alabama Chapter // Huntsville, Alabama @davefletcher // TheMechanism.com Sunday, September 25, 11
- 4. #tbm Sept 21, 2011 // PRCA North Alabama Chapter // Huntsville, Alabama @davefletcher // TheMechanism.com Sunday, September 25, 11
- 5. Sept 21, 2011// PRCA North Alabama Chapter // Huntsville, Alabama @davefletcher // TheMechanism.com Sunday, September 25, 11
- 6. Sept 21, 2011// PRCA North Alabama Chapter // Huntsville, Alabama @davefletcher // TheMechanism.com Sunday, September 25, 11
- 7. Deconstructing Brands Sept 21, 2011 // PRCA North Alabama Chapter // Huntsville, Alabama @davefletcher // TheMechanism.com Sunday, September 25, 11
- 8. Deconstructing Brands A Branding Workshop Sept 21, 2011 // PRCA North Alabama Chapter // Huntsville, Alabama @davefletcher // TheMechanism.com Sunday, September 25, 11
- 9. ELEMENTS OF GREATBRANDING Sept 21, 2011 // PRCA North Alabama Chapter // Huntsville, Alabama @davefletcher // TheMechanism.com Sunday, September 25, 11
- 10. ELEMENTS OF GREATBRANDING NAME - company name, identifier Sept 21, 2011 // PRCA North Alabama Chapter // Huntsville, Alabama @davefletcher // TheMechanism.com Sunday, September 25, 11
- 11. ELEMENTS OF GREATBRANDING NAME - company name, identifier POSITION - how you stack up against your foes Sept 21, 2011 // PRCA North Alabama Chapter // Huntsville, Alabama @davefletcher // TheMechanism.com Sunday, September 25, 11
- 12. ELEMENTS OF GREATBRANDING NAME - company name, identifier POSITION - how you stack up against your foes PERSONALITY - how you communicate with others Sept 21, 2011 // PRCA North Alabama Chapter // Huntsville, Alabama @davefletcher // TheMechanism.com Sunday, September 25, 11
- 13. ELEMENTS OF GREATBRANDING NAME - company name, identifier POSITION - how you stack up against your foes PERSONALITY - how you communicate with others PROMISE - what you stand for Sept 21, 2011 // PRCA North Alabama Chapter // Huntsville, Alabama @davefletcher // TheMechanism.com Sunday, September 25, 11
- 14. ELEMENTS OF GREATBRANDING NAME - company name, identifier POSITION - how you stack up against your foes PERSONALITY - how you communicate with others PROMISE - what you stand for TAGLINE - your current marketing message Sept 21, 2011 // PRCA North Alabama Chapter // Huntsville, Alabama @davefletcher // TheMechanism.com Sunday, September 25, 11
- 15. ELEMENTS OF GREATBRANDING NAME - company name, identifier POSITION - how you stack up against your foes PERSONALITY - how you communicate with others PROMISE - what you stand for TAGLINE - your current marketing message COLOR - colors represent your position/personality Sept 21, 2011 // PRCA North Alabama Chapter // Huntsville, Alabama @davefletcher // TheMechanism.com Sunday, September 25, 11
- 16. ELEMENTS OF GREATBRANDING NAME - company name, identifier POSITION - how you stack up against your foes PERSONALITY - how you communicate with others PROMISE - what you stand for TAGLINE - your current marketing message COLOR - colors represent your position/personality IMAGERY - visuals that fit your position/personality Sept 21, 2011 // PRCA North Alabama Chapter // Huntsville, Alabama @davefletcher // TheMechanism.com Sunday, September 25, 11
- 17. ELEMENTS OF GREATBRANDING NAME - company name, identifier POSITION - how you stack up against your foes PERSONALITY - how you communicate with others PROMISE - what you stand for TAGLINE - your current marketing message COLOR - colors represent your position/personality IMAGERY - visuals that fit your position/personality LOGO - simplify above into a singular object of desire Sept 21, 2011 // PRCA North Alabama Chapter // Huntsville, Alabama @davefletcher // TheMechanism.com Sunday, September 25, 11
- 18. What’s in aNAME, anyway? Sept 21, 2011 // PRCA North Alabama Chapter // Huntsville, Alabama @davefletcher // TheMechanism.com Sunday, September 25, 11
- 19. What’s in aNAME, anyway? Apple Sept 21, 2011 // PRCA North Alabama Chapter // Huntsville, Alabama @davefletcher // TheMechanism.com Sunday, September 25, 11
- 20. What’s in aNAME, anyway? Pepsi Sept 21, 2011 // PRCA North Alabama Chapter // Huntsville, Alabama @davefletcher // TheMechanism.com Sunday, September 25, 11
- 21. What’s in aNAME, anyway? Starbucks Sept 21, 2011 // PRCA North Alabama Chapter // Huntsville, Alabama @davefletcher // TheMechanism.com Sunday, September 25, 11
- 22. What’s in aNAME, anyway? Google Sept 21, 2011 // PRCA North Alabama Chapter // Huntsville, Alabama @davefletcher // TheMechanism.com Sunday, September 25, 11
- 23. What’s in aNAME, anyway? Virgin Sept 21, 2011 // PRCA North Alabama Chapter // Huntsville, Alabama @davefletcher // TheMechanism.com Sunday, September 25, 11
- 24. Choose your POSITION Sept 21, 2011 // PRCA North Alabama Chapter // Huntsville, Alabama @davefletcher // TheMechanism.com Sunday, September 25, 11
- 25. Choose your POSITION Be Different Sept 21, 2011 // PRCA North Alabama Chapter // Huntsville, Alabama @davefletcher // TheMechanism.com Sunday, September 25, 11
- 26. Choose your POSITION Be Different Be Focused Sept 21, 2011 // PRCA North Alabama Chapter // Huntsville, Alabama @davefletcher // TheMechanism.com Sunday, September 25, 11
- 27. Choose your POSITION Be Different Be Focused Be Authentic Sept 21, 2011 // PRCA North Alabama Chapter // Huntsville, Alabama @davefletcher // TheMechanism.com Sunday, September 25, 11
- 28. Present Future What do they What would they Audience believe or value? believe or value? What do you What would you You currently claim? like to become? Sept 21, 2011 // PRCA North Alabama Chapter // Huntsville, Alabama @davefletcher // TheMechanism.com Sunday, September 25, 11
- 29. http://www.youtube.com/watch?v=vmG9jzCHtSQ [Steve Jobs Video] Sept 21, 2011 // PRCA North Alabama Chapter // Huntsville, Alabama @davefletcher // TheMechanism.com Sunday, September 25, 11
- 30. Personality Sept 21, 2011 // PRCA North Alabama Chapter // Huntsville, Alabama @davefletcher // TheMechanism.com Sunday, September 25, 11
- 31. Personality Sept 21, 2011 // PRCA North Alabama Chapter // Huntsville, Alabama @davefletcher // TheMechanism.com Sunday, September 25, 11
- 32. Personality Sept 21, 2011 // PRCA North Alabama Chapter // Huntsville, Alabama @davefletcher // TheMechanism.com Sunday, September 25, 11
- 33. If your brandwas a person, how would they behave? Sept 21, 2011 // PRCA North Alabama Chapter // Huntsville, Alabama @davefletcher // TheMechanism.com Sunday, September 25, 11
- 34. http://www.youtube.com/watch? v=12lzdEBpW9U&feature=related http://www.youtube.com/watch? v=S_3Dj5GZJNc&feature=related [Richard Branson] Sept 21, 2011 // PRCA North Alabama Chapter // Huntsville, Alabama @davefletcher // TheMechanism.com Sunday, September 25, 11
- 35. Till Death dous Part. Sept 21, 2011 // PRCA North Alabama Chapter // Huntsville, Alabama @davefletcher // TheMechanism.com Sunday, September 25, 11
- 36. The BRAND PROMISE Sept 21, 2011 // PRCA North Alabama Chapter // Huntsville, Alabama @davefletcher // TheMechanism.com Sunday, September 25, 11
- 37. The BRAND PROMISE Set Expectations Sept 21, 2011 // PRCA North Alabama Chapter // Huntsville, Alabama @davefletcher // TheMechanism.com Sunday, September 25, 11
- 38. The BRAND PROMISE Set Expectations Permanent Sept 21, 2011 // PRCA North Alabama Chapter // Huntsville, Alabama @davefletcher // TheMechanism.com Sunday, September 25, 11
- 39. The BRAND PROMISE Set Expectations Permanent Internally & Externally Communicated Sept 21, 2011 // PRCA North Alabama Chapter // Huntsville, Alabama @davefletcher // TheMechanism.com Sunday, September 25, 11
- 40. The BRAND PROMISE Organization + Attributes + Personality Description Sept 21, 2011 // PRCA North Alabama Chapter // Huntsville, Alabama @davefletcher // TheMechanism.com Sunday, September 25, 11
- 41. The BRAND PROMISE For (target audience), (brand name) is the (frame of reference) that delivers (benefit/point of difference) because only (brand name) is (reason to believe). Sept 21, 2011 // PRCA North Alabama Chapter // Huntsville, Alabama @davefletcher // TheMechanism.com Sunday, September 25, 11
- 42. TAGLINE, you’re it. Sept 21, 2011 // PRCA North Alabama Chapter // Huntsville, Alabama @davefletcher // TheMechanism.com Sunday, September 25, 11
- 43. TAGLINE, you’re it. Not Required Sept 21, 2011 // PRCA North Alabama Chapter // Huntsville, Alabama @davefletcher // TheMechanism.com Sunday, September 25, 11
- 44. TAGLINE, you’re it. Not Required Can Change Sept 21, 2011 // PRCA North Alabama Chapter // Huntsville, Alabama @davefletcher // TheMechanism.com Sunday, September 25, 11
- 45. TAGLINE, you’re it. Not Required Can Change Campaign Based Sept 21, 2011 // PRCA North Alabama Chapter // Huntsville, Alabama @davefletcher // TheMechanism.com Sunday, September 25, 11
- 46. TAG, you’re it. Just when you thought it was safe to go back in the water... Sept 21, 2011 // PRCA North Alabama Chapter // Huntsville, Alabama @davefletcher // TheMechanism.com Sunday, September 25, 11
- 47. Sept 21, 2011// PRCA North Alabama Chapter // Huntsville, Alabama @davefletcher // TheMechanism.com Sunday, September 25, 11
- 48. TAG, you’re it. Takes a licking, and keeps on ticking. Sept 21, 2011 // PRCA North Alabama Chapter // Huntsville, Alabama @davefletcher // TheMechanism.com Sunday, September 25, 11
- 49. Sept 21, 2011// PRCA North Alabama Chapter // Huntsville, Alabama @davefletcher // TheMechanism.com Sunday, September 25, 11
- 50. TAG, you’re it. Where’s the beef? Sept 21, 2011 // PRCA North Alabama Chapter // Huntsville, Alabama @davefletcher // TheMechanism.com Sunday, September 25, 11
- 51. Sept 21, 2011// PRCA North Alabama Chapter // Huntsville, Alabama @davefletcher // TheMechanism.com Sunday, September 25, 11
- 52. TAG, you’re it. The Ultimate Driving Machine Sept 21, 2011 // PRCA North Alabama Chapter // Huntsville, Alabama @davefletcher // TheMechanism.com Sunday, September 25, 11
- 53. Sept 21, 2011// PRCA North Alabama Chapter // Huntsville, Alabama @davefletcher // TheMechanism.com Sunday, September 25, 11
- 54. TAG, you’re it. No more late fees. The start of more. Sept 21, 2011 // PRCA North Alabama Chapter // Huntsville, Alabama @davefletcher // TheMechanism.com Sunday, September 25, 11
- 55. Sept 21, 2011// PRCA North Alabama Chapter // Huntsville, Alabama @davefletcher // TheMechanism.com Sunday, September 25, 11
- 56. TAG, you’re it. Why fool around with anyone else? Sept 21, 2011 // PRCA North Alabama Chapter // Huntsville, Alabama @davefletcher // TheMechanism.com Sunday, September 25, 11
- 57. Sept 21, 2011// PRCA North Alabama Chapter // Huntsville, Alabama @davefletcher // TheMechanism.com Sunday, September 25, 11
- 58. TAG, you’re it. Ask Why. Sept 21, 2011 // PRCA North Alabama Chapter // Huntsville, Alabama @davefletcher // TheMechanism.com Sunday, September 25, 11
- 59. Sept 21, 2011// PRCA North Alabama Chapter // Huntsville, Alabama @davefletcher // TheMechanism.com Sunday, September 25, 11
- 60. Sept 21, 2011// PRCA North Alabama Chapter // Huntsville, Alabama @davefletcher // TheMechanism.com Sunday, September 25, 11
- 61. Color Sept 21, 2011 // PRCA North Alabama Chapter // Huntsville, Alabama @davefletcher // TheMechanism.com Sunday, September 25, 11
- 62. Color Stimulates Senses Sept 21, 2011 // PRCA North Alabama Chapter // Huntsville, Alabama @davefletcher // TheMechanism.com Sunday, September 25, 11
- 63. Color Stimulates Senses Aids Memory Recall Sept 21, 2011 // PRCA North Alabama Chapter // Huntsville, Alabama @davefletcher // TheMechanism.com Sunday, September 25, 11
- 64. Color Stimulates Senses Aids Memory Recall Conveys Promise Sept 21, 2011 // PRCA North Alabama Chapter // Huntsville, Alabama @davefletcher // TheMechanism.com Sunday, September 25, 11
- 65. SOFT WARM COOL HARD Sept 21, 2011 // PRCA North Alabama Chapter // Huntsville, Alabama @davefletcher // TheMechanism.com Sunday, September 25, 11
- 66. SOFT WARM COOL HARD Sept 21, 2011 // PRCA North Alabama Chapter // Huntsville, Alabama @davefletcher // TheMechanism.com Sunday, September 25, 11
- 67. Sept 21, 2011// PRCA North Alabama Chapter // Huntsville, Alabama @davefletcher // TheMechanism.com Sunday, September 25, 11
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- 73. Imagery Represents Brand Focuses Identity Campaign Based Sept 21, 2011 // PRCA North Alabama Chapter // Huntsville, Alabama @davefletcher // TheMechanism.com Sunday, September 25, 11
- 74. Sept 21, 2011// PRCA North Alabama Chapter // Huntsville, Alabama @davefletcher // TheMechanism.com Sunday, September 25, 11
- 75. Sept 21, 2011// PRCA North Alabama Chapter // Huntsville, Alabama @davefletcher // TheMechanism.com Sunday, September 25, 11
- 76. Sept 21, 2011// PRCA North Alabama Chapter // Huntsville, Alabama @davefletcher // TheMechanism.com Sunday, September 25, 11
- 77. Sept 21, 2011// PRCA North Alabama Chapter // Huntsville, Alabama @davefletcher // TheMechanism.com Sunday, September 25, 11
- 78. http://www.youtube.com/watch?v=KR4dxPISegY [Virgin Airlines Safety Video] Sept 21, 2011 // PRCA North Alabama Chapter // Huntsville, Alabama @davefletcher // TheMechanism.com Sunday, September 25, 11
- 79. Sept 21, 2011// PRCA North Alabama Chapter // Huntsville, Alabama @davefletcher // TheMechanism.com Sunday, September 25, 11
- 80. Logo Sept 21, 2011 // PRCA North Alabama Chapter // Huntsville, Alabama @davefletcher // TheMechanism.com Sunday, September 25, 11
- 81. Logo Instant Recognition Sept 21, 2011 // PRCA North Alabama Chapter // Huntsville, Alabama @davefletcher // TheMechanism.com Sunday, September 25, 11
- 82. Logo Instant Recognition Purely Graphic ... or Sept 21, 2011 // PRCA North Alabama Chapter // Huntsville, Alabama @davefletcher // TheMechanism.com Sunday, September 25, 11
- 83. Logo Instant Recognition Purely Graphic ... or Typographic Sept 21, 2011 // PRCA North Alabama Chapter // Huntsville, Alabama @davefletcher // TheMechanism.com Sunday, September 25, 11
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- 85. Sept 21, 2011// PRCA North Alabama Chapter // Huntsville, Alabama @davefletcher // TheMechanism.com Sunday, September 25, 11
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- 90. Sept 21, 2011// PRCA North Alabama Chapter // Huntsville, Alabama @davefletcher // TheMechanism.com Sunday, September 25, 11
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- 95. Brand Equity Sept 21, 2011 // PRCA North Alabama Chapter // Huntsville, Alabama @davefletcher // TheMechanism.com Sunday, September 25, 11
- 96. Brand Equity Sept 21, 2011 // PRCA North Alabama Chapter // Huntsville, Alabama @davefletcher // TheMechanism.com Sunday, September 25, 11
- 97. http://www.youtube.com/watch?v=ykjrD_8anyw [Sony Ericsson Ray] Sept 21, 2011 // PRCA North Alabama Chapter // Huntsville, Alabama @davefletcher // TheMechanism.com Sunday, September 25, 11
- 98. THANKS FOR COMING Sept 21, 2011 // PRCA North Alabama Chapter // Huntsville, Alabama @davefletcher // TheMechanism.com Sunday, September 25, 11
- 99. Sept 21, 2011// PRCA North Alabama Chapter // Huntsville, Alabama @davefletcher // TheMechanism.com Sunday, September 25, 11