Presentation of Cultural Brands (Young Fish Program)
•
0 likes•337 views
Traditional Branding is not effective anymore. Today people want to buy from companies they believe in (specially the millenial generation). Companies need to create brands based in shared values, a purpose and a common lifestyle with their clients in order to succeed.
Recommended
More Related Content
What's hot
What's hot (20)
Similar to Presentation of Cultural Brands (Young Fish Program)
Similar to Presentation of Cultural Brands (Young Fish Program) (20)
Recently uploaded
Recently uploaded (20)
Presentation of Cultural Brands (Young Fish Program)
- 1. Cultural BrandsBrands that connect through shared values & purpose Presentation created by Mònica Carbonell (Sodabites' Founder & Director)
- 2. What is a brand?
- 3. Misconceptions! A name, a logo, packaging
- 4. “A brand is the set of expectations, memories, stories and relationships that, taken together, account for a consumer’s decision to choose one product or service over another.”! ! Seth Godin Seth Godin
- 6. PRESENTPAST Organization delivering messages and controlling image perceptions People interacting and defining your brand with you
- 7. Today a brand is not what the company says it is.! It is what people think it is.! !
- 8. To build a brand involves strategy & creativity ! it means defining “a way of being and communicating” that will affect all the touch points with the client.
- 9. Brand Touch Points ! ! ! Product or service (design, packaging…)! ! Point of sale (customer service, music, interior design…)! ! Communication On & OFF (Story telling)! ! Post Sales!
- 10. Differentiation! Integrity ! Consistency ! To add value (to consumer & society)! ! ! ! It is Key !
- 11. A brand is like a social movement its strength is based on creating a world people want to belong to.
- 12. Today brands need to be! human-centered.! ! To be connected to people! and what matters to them! ! be culturally relevant.!
- 13. Personality is to people what Culture ! is to a company
- 14. Culture! ! Values, believes, behaviours, symbols [...] that have in common members of a group.
- 16. How to create a Cultural Brand?! ! !
- 17. ! ! ! To understand our role in people’s lives and to create a common ground based in shared values.!
- 19. "If you can form a relationship with your customers based on shared values, that is the strongest possible bond you can form" Ben Cohen (Ben & Jerry’s Co-founder)
- 20. Let’s start the journey
- 21. Brand 1. Category Analysis 2. Target Analysis Analyse Define 3. Company 4. Purpose (Golden Circle) 5. Brand character 6. Brand idea
- 22. Inspiration
- 23. Inspiration
- 25. Inspiration
- 26. Thanks! ! ! C/ Bailén 11 08010 Barcelona PHONE : +34 669 880 069 t T @sodabites EMAIL : Mònica Carbonell monica@sodabites.com r www.sodabites.com http://linkd.in/1kBLMz2