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Brand Signals

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Expanding the concept of branding from a purely visual practice to a sensory and experiential activity

Published in: Business, Health & Medicine

Brand Signals

  1. 1. Brand Signals Rick Turoczy Guest Speaker
  2. 2. Agenda <ul><li>Reminders </li></ul><ul><li>Discussion </li></ul><ul><li>Who is this guy and why is he here? </li></ul><ul><li>What is brand? </li></ul><ul><li>Brand Simple </li></ul><ul><li>Brand signals </li></ul><ul><li>Discussion </li></ul>
  3. 3. Reminders <ul><li>Brand Simple </li></ul><ul><li>Moonstruck </li></ul><ul><li>Nicole is back next week </li></ul><ul><li>Email Nicole with your teams immediately </li></ul><ul><li>Submit top 3 brand choices by Feb 5 </li></ul>
  4. 4. Questions from last week?
  5. 5. Specific topics for today? (Off topic is fine)
  6. 6. Questions from Brand Simple?
  7. 7. Who am I?
  8. 8. I am the guy with 100+ slides
  9. 10. 10+ years branding
  10. 11. Whitman College
  11. 12. Why am I here?
  12. 13. Obsessed
  13. 14. Disclaimer
  14. 15. I may oversimplify
  15. 16. I may not simplify
  16. 17. I may use jargon
  17. 18. I may repeat the same companies, over and over and over
  18. 19. I may start making strange semantic arguments and go flying off on tangents which result in long-winded diatribes that seem to have no bearing on this class, whatsoever
  19. 20. What is brand?
  20. 21. Brand is an emotional reaction
  21. 22. Brand is a visceral reaction
  22. 23. Brand happens
  23. 24. Worst feedback?
  24. 25. It’s fine
  25. 26. Love is the goal
  26. 27. Hate is great
  27. 28. Reaction is a necessity
  28. 29. What is brand ing ?
  29. 30. Branding is the attempt to manage the signals that evoke that reaction
  30. 31. What is the ultimate goal of “branding” a company?
  31. 32. Illogical decisions
  32. 33. Brand occurs in the heart not the head
  33. 34. I want
  34. 35. I need
  35. 36. This connection is valuable
  36. 37. How much of the company do you think the brand is worth?
  37. 38. The Brand Gap, 2003
  38. 39. Brand can make or break a company
  39. 40. but ultimately
  40. 41. Brand is out of our control
  41. 42. Brand is not what you say it is
  42. 43. Brand is what they say it is
  43. 44. So how do we influence that reaction?
  44. 45. Brand Simple
  45. 46. Simple brand ideas result in powerful and memorable branding that people immediately connect with. “ ”
  46. 47. 5 steps
  47. 48. Step 1: Establish your brand idea
  48. 49. 80 percent of [branding] fails... because it’s not based on a powerful idea. “ ”
  49. 50. <ul><li>Who you’re talking to </li></ul><ul><li>Who you want to beat </li></ul><ul><li>How you’re going to beat them </li></ul>
  50. 51. Step 2: Capture the essence of your idea
  51. 52. Successful branding occurs when your brand idea can stand up to a game of Telephone without any slips... “ ”
  52. 53. Step 3: Get your employees engaged in the idea
  53. 54. Everyone has to have the same brand recipe and know it by heart. “ ”
  54. 55. Step 4: Consider your brand’s name
  55. 56. One power signal is the mother of all of others: your brand name. “ ”
  56. 57. Step 5: Creating branding signals beyond the name
  57. 58. Brand signals
  58. 59. How many brands are you promoting at this very moment?
  59. 60. Brand signals
  60. 61. ?
  61. 62. “Logo”
  62. 63. “Logo”
  63. 64. Logotype
  64. 65. Trademark
  65. 66. Symbol
  66. 67. Lockup
  67. 71. (RIP 2007)
  68. 72. Voice
  69. 73. Tagline
  70. 74. You deserve a break today. ™
  71. 75. Think different. ™
  72. 76. That was easy. ™
  73. 77. Product
  74. 81. Color
  75. 85. Typography
  76. 93. Sound
  77. 94. Ever watch a horror movie on mute?
  78. 95. “Jingle”
  79. 96. T-Mobile
  80. 97. Intel
  81. 98. Law & Order
  82. 99. Any of those artists you mentioned in the first class
  83. 100. This is slide 100
  84. 101. Southwest Airlines
  85. 104. Smell
  86. 105. Aveeno
  87. 106. Ben-Gay
  88. 107. Vicks Vaporub
  89. 108. Taste
  90. 109. Remember the cereal taste test?
  91. 110. Starbucks specialty drinks
  92. 112. Touch
  93. 113. OXO
  94. 114. Cheetos
  95. 115. Business card
  96. 116. Pricing
  97. 117. Endorsement
  98. 118. Word of mouth
  99. 119. Those were tangible brand signals
  100. 120. Is it possible to have intangible brand signals?
  101. 125. What about negative brand signals?
  102. 128. SNL
  103. 129. Hybrid
  104. 130. Guilt can be a very strong brand signal
  105. 131. That’s just a smattering of brand signals
  106. 132. How many brands are you promoting at this very moment?
  107. 133. Moonstruck
  108. 134. What did you do?
  109. 135. What is Moonstruck’s simple brand idea?
  110. 136. Moonstruck brand signals
  111. 137. The Good What is Moonstruck doing well?
  112. 138. The Bad What could Moonstruck be doing better?
  113. 139. The Ugly What opportunities are being missed?
  114. 140. What branding signals does Moonstruck own ?
  115. 141. Brand happens
  116. 142. Additional resources
  117. 143. The Brand Gap by Marty Neumeier
  118. 144. Brand Sense by Martin Lindstrom
  119. 145. Zag by Marty Neumeier
  120. 146. Contacting me
  121. 147. hypocritical www.hypocritical.com/blog
  122. 148. More than a living www.morethanaliving.com/blog
  123. 149. LinkedIn www.linkedin.com/in/turoczy
  124. 150. Return www.returncorp.com

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