Building a mosaic brand

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The world has changed.

It’s not about creating one-way, company-to-customer impressions anymore —if it ever was. Sure, you still put your products and messages in the marketplace. But now your customers put their experiences and expectations there, too. It all works together to create what we’ve come to agree is a “brand.”

But the image is out-of-date: success in this new era isn’t about searing impressions... it’s about arranging them. It’s about creating a mosaic of inputs and ideas, carefully positioned relative to each other. In this session, learn how you can collect all the pieces—both organization- and crowd-generated—and turn them into something people see, understand, and, most importantly, care about enough to pay for.

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Building a mosaic brand

  1. 1. Building a Mosaic Brand PodCamp Boston 5 – 26 September 2010 Sametz Blackstone Associates
  2. 2. Who I am   Tamsen McMahon   tamsen@sametz.com   @tamadear   http://www.slideshare.net/tamadear   Sametz Blackstone Associates   www.sametz.com   www.sametz.com/roundthesquare   @sametz   http://www.slideshare.net/ SametzBlackstone   Brass Tack Thinking   brasstackthinking.com
  3. 3. That doesn’t work anymore. (If it ever did.)
  4. 4. They’re not cattle.
  5. 5. They’re people.
  6. 6. Brands exist in heads (and hearts)…
  7. 7. Not headquarters.
  8. 8. BRAND ≠ LOGO (And never did.)
  9. 9. BRAND ≠ MESSAGE (It’s bigger.)
  10. 10. BRAND ≠ PR (And never did.)
  11. 11. It’s not…a brand.
  12. 12. It’s a mosaic.
  13. 13. And you need to build yours.
  14. 14. Subject Audience Material Style Resolution supplies
  15. 15. Subject http://www.flickr.com/photos/antmoose/17434145/
  16. 16. http://www.flickr.com/photos/antmoose/17434145/
  17. 17. CREST
  18. 18. AQUAFRESH
  19. 19. REMBRANDT
  20. 20. TOM’S OF MAINE
  21. 21. BROGAN
  22. 22. K.D. PAINE
  23. 23. KANTER
  24. 24. YOU?
  25. 25. Audience
  26. 26. Material
  27. 27. Style
  28. 28. Resolution
  29. 29. © Sametz Blackstone Associates
  30. 30. © Sametz Blackstone Associates
  31. 31. CONTROL
  32. 32. CREATE
  33. 33. CONTENT
  34. 34. CONTEXT
  35. 35. You’re the artist.
  36. 36. © Sametz Blackstone Associates
  37. 37. Who I am   Tamsen McMahon   tamsen@sametz.com   @tamadear   http://www.slideshare.net/tamadear   Sametz Blackstone Associates   www.sametz.com   www.sametz.com/roundthesquare   @sametz   http://www.slideshare.net/ SametzBlackstone   Brass Tack Thinking   brasstackthinking.com

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