The document discusses what constitutes a brand and how brands are formed. It notes that a brand is not just a logo but rather is formed from various elements including logos, colors, taglines, employee uniforms, and most importantly how the company consistently treats its customers. A brand represents the gut reaction and emotions people associate with a company based on both what a company says and does. The key is that the brand belongs to customers as it is defined by how they perceive the company rather than by what the company says it is.

1. A brand is not a logo Drew McLellan

2. Housekeeping Link to all slides, resources etc. http://www.drewsmarketingminute.com/bartl.html Send your e-mail address: drew@mclellanmarketing.com Feel free to interrupt, ask questions or cheer aloud Feel free to share this with your co-workers. Just keep the copyright stuff in place. Copyright 2008. McLellan Marketing Group. All Rights Reserved

4. So what are we going to talk about today? Isn’t. Is. Who cares. How.

5. Nope, not this

6. Not this either.

7. How about these? Logo like Nike swoosh Color like IBM blue Tagline like Timex takes a licking… Character like Ronald McDonald Employee uniforms like UPS drivers The iPhone’s look and feel (packaging) How Disney treats their guests What people think/know about Harley Davidson What Apple is in relation to Dell

8. What a brand is…sort of Logo like Disney’s signature Color like Mickey’s shorts Tagline like Where magic lives Character like Mickey Mouse Employee “costumes” -Pirates of Caribbean Mickey head shaped everything How Disney cast members treat guests What consumers already know/think they know about Disney Their plot of land in the marketplace

9. Your brand is shorthand. People observe both what you say AND what you consistently do. It’s their GUT reaction to you.

10. Emotions and needs are where it all begins

11. It’s not what you say it is…

12. … it’s what they say it is.

13. That’s why it’s so scary.

14. Scary thought 2

15. Can’t have one emotion without its opposite

16. Nature abhors a vacuum.

17. We might as well try to steer it.

18. Steer…not twist

20. Too many choices

21. Too much the same

23. That’s why we didn’t buy generic

24. That’s why this matters Logo like Disney’s signature Color like Mickey’s shorts Tagline like Where magic lives Character like Mickey Mouse Employee “costumes” -Pirates of Caribbean Mickey head shaped everything How Disney cast members treat guests What consumers already know/think they know about Disney Their plot of land in the marketplace

25. Once you lose it, you have to work twice as hard to re-earn it.

27. We can’t get them to listen. We can’t get their attention. We can’t get them to care.

28. Be careful what you promise It's our Biggest Sale of the Season! Younkers Days begins Thursday, October 7! *3-Day Bonus Buys! Deals so great, we can only offer them for a limited time! Our Promise: We will not knowingly be undersold! If you find a lower price on identical, in-stock merchandise anywhere in town - bring in the ad and we'll match the price.

29. Actions speak louder than words Does this say “never pay full price” to you?

30. Logo Colors Visuals Tagline Promise Shared vision Shared purpose Efficient Effective Employee retention and commitment Member involvement

31. Where are they tying their rope?

32. Logo Colors Visuals Tagline Promise Shared vision Shared purpose Efficient Effective Employee retention and commitment Member involvement

33. Great…now HOW do we do it?

34. Be different.

36. What’s your passion?

37. Hierarchy of Needs What’s your core purpose. Never going to change or be compromised.

38. What’s the vision?

39. Who loves you?

40. Who is the enemy?

41. How do you explain yourself? Then, spin it.

42. Nike helps you find your inner athlete. Just do it. Vegas is where people go to do things they wouldn’t do at home. What happens in Vegas, stays in Vegas. Every child in Iowa has a right to a quality public education. Great education. It’s an Iowa Basic.

43. 3 key messages. No more.

44. Who matters? How do they engage with you? What are the touch points?

45. Psst, tell me.

46. Patience. Patience.

47. Sooner or later the rubber is going to meet the road.

48. Listen. More.

49. "A brand is a living entity - and it is enriched or undermined cumulatively over time, the product of a thousand small gestures" Michael Eisner, CEO Disney

51. Copyright 2008. McLellan Marketing Group. All Rights Reserved