Deconstructing Brands - A Branding Workshop

4,656 views

Published on

The Mechanism's Dave Fletcher discusses the "8 Elements of Successful Branding" with examples and video from globally renowned brands. Originally presented at the North Alabama Chapter of the Public Relations Council of Alabama as part of a branding workshop on September 21, 2011.

Published in: Design, Business, Sports
0 Comments
10 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total views
4,656
On SlideShare
0
From Embeds
0
Number of Embeds
7
Actions
Shares
0
Downloads
338
Comments
0
Likes
10
Embeds 0
No embeds

No notes for slide

Deconstructing Brands - A Branding Workshop

  1. 1. HELLO Sept 21, 2011 // PRCA North Alabama Chapter // Huntsville, Alabama @davefletcher // TheMechanism.comSunday, September 25, 11
  2. 2. twitter.com/davefletcherSunday, September 25, 11
  3. 3. Sept 21, 2011 // PRCA North Alabama Chapter // Huntsville, Alabama @davefletcher // TheMechanism.comSunday, September 25, 11
  4. 4. #tbm Sept 21, 2011 // PRCA North Alabama Chapter // Huntsville, Alabama @davefletcher // TheMechanism.comSunday, September 25, 11
  5. 5. Sept 21, 2011 // PRCA North Alabama Chapter // Huntsville, Alabama @davefletcher // TheMechanism.comSunday, September 25, 11
  6. 6. Sept 21, 2011 // PRCA North Alabama Chapter // Huntsville, Alabama @davefletcher // TheMechanism.comSunday, September 25, 11
  7. 7. Deconstructing Brands Sept 21, 2011 // PRCA North Alabama Chapter // Huntsville, Alabama @davefletcher // TheMechanism.comSunday, September 25, 11
  8. 8. Deconstructing Brands A Branding Workshop Sept 21, 2011 // PRCA North Alabama Chapter // Huntsville, Alabama @davefletcher // TheMechanism.comSunday, September 25, 11
  9. 9. ELEMENTS OF GREAT BRANDING Sept 21, 2011 // PRCA North Alabama Chapter // Huntsville, Alabama @davefletcher // TheMechanism.comSunday, September 25, 11
  10. 10. ELEMENTS OF GREAT BRANDING NAME - company name, identifier Sept 21, 2011 // PRCA North Alabama Chapter // Huntsville, Alabama @davefletcher // TheMechanism.comSunday, September 25, 11
  11. 11. ELEMENTS OF GREAT BRANDING NAME - company name, identifier POSITION - how you stack up against your foes Sept 21, 2011 // PRCA North Alabama Chapter // Huntsville, Alabama @davefletcher // TheMechanism.comSunday, September 25, 11
  12. 12. ELEMENTS OF GREAT BRANDING 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.comSunday, September 25, 11
  13. 13. ELEMENTS OF GREAT BRANDING 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.comSunday, September 25, 11
  14. 14. ELEMENTS OF GREAT BRANDING 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.comSunday, September 25, 11
  15. 15. ELEMENTS OF GREAT BRANDING 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.comSunday, September 25, 11
  16. 16. ELEMENTS OF GREAT BRANDING 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.comSunday, September 25, 11
  17. 17. ELEMENTS OF GREAT BRANDING 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.comSunday, September 25, 11
  18. 18. What’s in a NAME, anyway? Sept 21, 2011 // PRCA North Alabama Chapter // Huntsville, Alabama @davefletcher // TheMechanism.comSunday, September 25, 11
  19. 19. What’s in a NAME, anyway? Apple Sept 21, 2011 // PRCA North Alabama Chapter // Huntsville, Alabama @davefletcher // TheMechanism.comSunday, September 25, 11
  20. 20. What’s in a NAME, anyway? Pepsi Sept 21, 2011 // PRCA North Alabama Chapter // Huntsville, Alabama @davefletcher // TheMechanism.comSunday, September 25, 11
  21. 21. What’s in a NAME, anyway? Starbucks Sept 21, 2011 // PRCA North Alabama Chapter // Huntsville, Alabama @davefletcher // TheMechanism.comSunday, September 25, 11
  22. 22. What’s in a NAME, anyway? Google Sept 21, 2011 // PRCA North Alabama Chapter // Huntsville, Alabama @davefletcher // TheMechanism.comSunday, September 25, 11
  23. 23. What’s in a NAME, anyway? Virgin Sept 21, 2011 // PRCA North Alabama Chapter // Huntsville, Alabama @davefletcher // TheMechanism.comSunday, September 25, 11
  24. 24. Choose your POSITION Sept 21, 2011 // PRCA North Alabama Chapter // Huntsville, Alabama @davefletcher // TheMechanism.comSunday, September 25, 11
  25. 25. Choose your POSITION Be Different Sept 21, 2011 // PRCA North Alabama Chapter // Huntsville, Alabama @davefletcher // TheMechanism.comSunday, September 25, 11
  26. 26. Choose your POSITION Be Different Be Focused Sept 21, 2011 // PRCA North Alabama Chapter // Huntsville, Alabama @davefletcher // TheMechanism.comSunday, September 25, 11
  27. 27. Choose your POSITION Be Different Be Focused Be Authentic Sept 21, 2011 // PRCA North Alabama Chapter // Huntsville, Alabama @davefletcher // TheMechanism.comSunday, September 25, 11
  28. 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.comSunday, September 25, 11
  29. 29. http://www.youtube.com/watch?v=vmG9jzCHtSQ [Steve Jobs Video] Sept 21, 2011 // PRCA North Alabama Chapter // Huntsville, Alabama @davefletcher // TheMechanism.comSunday, September 25, 11
  30. 30. Personality Sept 21, 2011 // PRCA North Alabama Chapter // Huntsville, Alabama @davefletcher // TheMechanism.comSunday, September 25, 11
  31. 31. Personality Sept 21, 2011 // PRCA North Alabama Chapter // Huntsville, Alabama @davefletcher // TheMechanism.comSunday, September 25, 11
  32. 32. Personality Sept 21, 2011 // PRCA North Alabama Chapter // Huntsville, Alabama @davefletcher // TheMechanism.comSunday, September 25, 11
  33. 33. If your brand was a person, how would they behave? Sept 21, 2011 // PRCA North Alabama Chapter // Huntsville, Alabama @davefletcher // TheMechanism.comSunday, September 25, 11
  34. 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.comSunday, September 25, 11
  35. 35. Till Death do us Part. Sept 21, 2011 // PRCA North Alabama Chapter // Huntsville, Alabama @davefletcher // TheMechanism.comSunday, September 25, 11
  36. 36. The BRAND PROMISE Sept 21, 2011 // PRCA North Alabama Chapter // Huntsville, Alabama @davefletcher // TheMechanism.comSunday, September 25, 11
  37. 37. The BRAND PROMISE Set Expectations Sept 21, 2011 // PRCA North Alabama Chapter // Huntsville, Alabama @davefletcher // TheMechanism.comSunday, September 25, 11
  38. 38. The BRAND PROMISE Set Expectations Permanent Sept 21, 2011 // PRCA North Alabama Chapter // Huntsville, Alabama @davefletcher // TheMechanism.comSunday, September 25, 11
  39. 39. The BRAND PROMISE Set Expectations Permanent Internally & Externally Communicated Sept 21, 2011 // PRCA North Alabama Chapter // Huntsville, Alabama @davefletcher // TheMechanism.comSunday, September 25, 11
  40. 40. The BRAND PROMISE Organization + Attributes + Personality Description Sept 21, 2011 // PRCA North Alabama Chapter // Huntsville, Alabama @davefletcher // TheMechanism.comSunday, September 25, 11
  41. 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.comSunday, September 25, 11
  42. 42. TAGLINE, you’re it. Sept 21, 2011 // PRCA North Alabama Chapter // Huntsville, Alabama @davefletcher // TheMechanism.comSunday, September 25, 11
  43. 43. TAGLINE, you’re it. Not Required Sept 21, 2011 // PRCA North Alabama Chapter // Huntsville, Alabama @davefletcher // TheMechanism.comSunday, September 25, 11
  44. 44. TAGLINE, you’re it. Not Required Can Change Sept 21, 2011 // PRCA North Alabama Chapter // Huntsville, Alabama @davefletcher // TheMechanism.comSunday, September 25, 11
  45. 45. TAGLINE, you’re it. Not Required Can Change Campaign Based Sept 21, 2011 // PRCA North Alabama Chapter // Huntsville, Alabama @davefletcher // TheMechanism.comSunday, September 25, 11
  46. 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.comSunday, September 25, 11
  47. 47. Sept 21, 2011 // PRCA North Alabama Chapter // Huntsville, Alabama @davefletcher // TheMechanism.comSunday, September 25, 11
  48. 48. TAG, you’re it. Takes a licking, and keeps on ticking. Sept 21, 2011 // PRCA North Alabama Chapter // Huntsville, Alabama @davefletcher // TheMechanism.comSunday, September 25, 11
  49. 49. Sept 21, 2011 // PRCA North Alabama Chapter // Huntsville, Alabama @davefletcher // TheMechanism.comSunday, September 25, 11
  50. 50. TAG, you’re it. Where’s the beef? Sept 21, 2011 // PRCA North Alabama Chapter // Huntsville, Alabama @davefletcher // TheMechanism.comSunday, September 25, 11
  51. 51. Sept 21, 2011 // PRCA North Alabama Chapter // Huntsville, Alabama @davefletcher // TheMechanism.comSunday, September 25, 11
  52. 52. TAG, you’re it. The Ultimate Driving Machine Sept 21, 2011 // PRCA North Alabama Chapter // Huntsville, Alabama @davefletcher // TheMechanism.comSunday, September 25, 11
  53. 53. Sept 21, 2011 // PRCA North Alabama Chapter // Huntsville, Alabama @davefletcher // TheMechanism.comSunday, September 25, 11
  54. 54. TAG, you’re it. No more late fees. The start of more. Sept 21, 2011 // PRCA North Alabama Chapter // Huntsville, Alabama @davefletcher // TheMechanism.comSunday, September 25, 11
  55. 55. Sept 21, 2011 // PRCA North Alabama Chapter // Huntsville, Alabama @davefletcher // TheMechanism.comSunday, September 25, 11
  56. 56. TAG, you’re it. Why fool around with anyone else? Sept 21, 2011 // PRCA North Alabama Chapter // Huntsville, Alabama @davefletcher // TheMechanism.comSunday, September 25, 11
  57. 57. Sept 21, 2011 // PRCA North Alabama Chapter // Huntsville, Alabama @davefletcher // TheMechanism.comSunday, September 25, 11
  58. 58. TAG, you’re it. Ask Why. Sept 21, 2011 // PRCA North Alabama Chapter // Huntsville, Alabama @davefletcher // TheMechanism.comSunday, September 25, 11
  59. 59. Sept 21, 2011 // PRCA North Alabama Chapter // Huntsville, Alabama @davefletcher // TheMechanism.comSunday, September 25, 11
  60. 60. Sept 21, 2011 // PRCA North Alabama Chapter // Huntsville, Alabama @davefletcher // TheMechanism.comSunday, September 25, 11
  61. 61. Color Sept 21, 2011 // PRCA North Alabama Chapter // Huntsville, Alabama @davefletcher // TheMechanism.comSunday, September 25, 11
  62. 62. Color Stimulates Senses Sept 21, 2011 // PRCA North Alabama Chapter // Huntsville, Alabama @davefletcher // TheMechanism.comSunday, September 25, 11
  63. 63. Color Stimulates Senses Aids Memory Recall Sept 21, 2011 // PRCA North Alabama Chapter // Huntsville, Alabama @davefletcher // TheMechanism.comSunday, September 25, 11
  64. 64. Color Stimulates Senses Aids Memory Recall Conveys Promise Sept 21, 2011 // PRCA North Alabama Chapter // Huntsville, Alabama @davefletcher // TheMechanism.comSunday, September 25, 11
  65. 65. SOFT WARM COOL HARD Sept 21, 2011 // PRCA North Alabama Chapter // Huntsville, Alabama @davefletcher // TheMechanism.comSunday, September 25, 11
  66. 66. SOFT WARM COOL HARD Sept 21, 2011 // PRCA North Alabama Chapter // Huntsville, Alabama @davefletcher // TheMechanism.comSunday, September 25, 11
  67. 67. Sept 21, 2011 // PRCA North Alabama Chapter // Huntsville, Alabama @davefletcher // TheMechanism.comSunday, September 25, 11
  68. 68. Sunday, September 25, 11
  69. 69. Sunday, September 25, 11
  70. 70. Sunday, September 25, 11
  71. 71. Sunday, September 25, 11
  72. 72. Sunday, September 25, 11
  73. 73. Imagery Represents Brand Focuses Identity Campaign Based Sept 21, 2011 // PRCA North Alabama Chapter // Huntsville, Alabama @davefletcher // TheMechanism.comSunday, September 25, 11
  74. 74. Sept 21, 2011 // PRCA North Alabama Chapter // Huntsville, Alabama @davefletcher // TheMechanism.comSunday, September 25, 11
  75. 75. Sept 21, 2011 // PRCA North Alabama Chapter // Huntsville, Alabama @davefletcher // TheMechanism.comSunday, September 25, 11
  76. 76. Sept 21, 2011 // PRCA North Alabama Chapter // Huntsville, Alabama @davefletcher // TheMechanism.comSunday, September 25, 11
  77. 77. Sept 21, 2011 // PRCA North Alabama Chapter // Huntsville, Alabama @davefletcher // TheMechanism.comSunday, September 25, 11
  78. 78. http://www.youtube.com/watch?v=KR4dxPISegY [Virgin Airlines Safety Video] Sept 21, 2011 // PRCA North Alabama Chapter // Huntsville, Alabama @davefletcher // TheMechanism.comSunday, September 25, 11
  79. 79. Sept 21, 2011 // PRCA North Alabama Chapter // Huntsville, Alabama @davefletcher // TheMechanism.comSunday, September 25, 11
  80. 80. Logo Sept 21, 2011 // PRCA North Alabama Chapter // Huntsville, Alabama @davefletcher // TheMechanism.comSunday, September 25, 11
  81. 81. Logo Instant Recognition Sept 21, 2011 // PRCA North Alabama Chapter // Huntsville, Alabama @davefletcher // TheMechanism.comSunday, September 25, 11
  82. 82. Logo Instant Recognition Purely Graphic ... or Sept 21, 2011 // PRCA North Alabama Chapter // Huntsville, Alabama @davefletcher // TheMechanism.comSunday, September 25, 11
  83. 83. Logo Instant Recognition Purely Graphic ... or Typographic Sept 21, 2011 // PRCA North Alabama Chapter // Huntsville, Alabama @davefletcher // TheMechanism.comSunday, September 25, 11
  84. 84. Sunday, September 25, 11
  85. 85. Sept 21, 2011 // PRCA North Alabama Chapter // Huntsville, Alabama @davefletcher // TheMechanism.comSunday, September 25, 11
  86. 86. Sunday, September 25, 11
  87. 87. Sunday, September 25, 11
  88. 88. Sunday, September 25, 11
  89. 89. Sunday, September 25, 11
  90. 90. Sept 21, 2011 // PRCA North Alabama Chapter // Huntsville, Alabama @davefletcher // TheMechanism.comSunday, September 25, 11
  91. 91. Sunday, September 25, 11
  92. 92. Sunday, September 25, 11
  93. 93. Sunday, September 25, 11
  94. 94. Sunday, September 25, 11
  95. 95. Brand Equity Sept 21, 2011 // PRCA North Alabama Chapter // Huntsville, Alabama @davefletcher // TheMechanism.comSunday, September 25, 11
  96. 96. Brand Equity Sept 21, 2011 // PRCA North Alabama Chapter // Huntsville, Alabama @davefletcher // TheMechanism.comSunday, September 25, 11
  97. 97. http://www.youtube.com/watch?v=ykjrD_8anyw [Sony Ericsson Ray] Sept 21, 2011 // PRCA North Alabama Chapter // Huntsville, Alabama @davefletcher // TheMechanism.comSunday, September 25, 11
  98. 98. THANKS FOR COMING Sept 21, 2011 // PRCA North Alabama Chapter // Huntsville, Alabama @davefletcher // TheMechanism.comSunday, September 25, 11
  99. 99. Sept 21, 2011 // PRCA North Alabama Chapter // Huntsville, Alabama @davefletcher // TheMechanism.comSunday, September 25, 11

×