The document provides tips for building an inbound brand that wins every time. It discusses how Beats by Dre became a cultural icon and luxury brand despite starting as a commodity. It emphasizes that a brand cannot achieve more than the vision of its leader and must find its "one thing." The document encourages brands to know what they are great at and how it helps others, embrace being a media company rather than focusing on themselves, and live with feeling and authenticity. It questions whether brands influence inbound marketers and stresses the importance of having a distinct personality rather than trying to appeal to everyone.

1. HOW TO
BULD AN
INBOU
ND
BRANDTHAT WINS EVERY
TIME
Tiffany Sauder
President, Element Three
@tiffanysauder

2. POP QUIZ

3. WHAT COMPANY IS THIS?
1. Commodity turned cultural icon and luxury brand
2. In 5 years, brand of choice with 60% market share
3. Promises ‘premium sound entertainment’
4. LeBron James has an ownership stake
5. Recently purchase by Apple for $3B

5. HOW DID THIS HAPPEN?
1. Every one already has a pair
2. You can get them for free
3. Mediocre sound quality is acceptable
4. Isn’t the design kind of hair smashing?
5. You want to charge what?

7. OUR BODIES PROCESS
INFORMATION 70,000x
FASTER THAN OUR
RATIONAL MINDS

8. A BRAND CANNOT ACHIEVE
MORE THAN THE VISION OF
IT’S LEADER

10. BRAND’S MUST FIND THEIR
‘ONE THING’

12. The Brand is the Product.
-Lee Clow

13. BUILDING A
BRAND IS
EQUAL PARTS
GUTS AND
RESTRAINT

14. YOUR
BRAND
IS LIKE A
PERSON

15. SHARE YOUR BRAND
WITH THE WORLD

16. HOW, EXACTLY?
1. Know what you are great at, and how it helps others
2. Embrace that you are a media company
3. You are the content, but it’s not about you
4. Feeling is the greatest essence of authenticity

17. NOW, LIVE IT

18. A
B
E
S
T
C
O
usiness First
wesome Comes Standard
tay Curious
motional Intelligence
reative Swagger
ransparent
wn Selflessly

20. WHERE TO BEGIN?

24. How does
Brand influence
the decisions we
make
as Inbound
Marketers?

25. (Most brands) want to be all things to all
people. They want their brand to be a
male brand and a female brand. An
upper-crust brand and a plebeian brand.
And in their greed they almost always
end up with a brand which has no
personality of any kind—a wishy washy
neuter brand.
-David Ogilvy
The Unpublished David Ogilvy

27. DO YOU KNOW
YOUR ONE THING?
@TiffanySauder