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Brand Signals Rick Turoczy Guest Speaker

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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>

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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>

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Questions from last week?

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Specific topics for today? (Off topic is fine)

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Questions from Brand Simple?

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Who am I?

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I am the guy with 100+ slides

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10+ years branding

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Whitman College

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Why am I here?

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Obsessed

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Disclaimer

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I may oversimplify

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I may not simplify

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I may use jargon

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I may repeat the same companies, over and over and over

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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

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What is brand?

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Brand is an emotional reaction

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Brand is a visceral reaction

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Brand happens

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Worst feedback?

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It’s fine

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Love is the goal

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Hate is great

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Reaction is a necessity

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What is brand ing ?

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Branding is the attempt to manage the signals that evoke that reaction

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What is the ultimate goal of “branding” a company?

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Illogical decisions

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Brand occurs in the heart not the head

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I want

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I need

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This connection is valuable

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How much of the company do you think the brand is worth?

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The Brand Gap, 2003

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Brand can make or break a company

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but ultimately

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Brand is out of our control

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Brand is not what you say it is

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Brand is what they say it is

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So how do we influence that reaction?

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Brand Simple

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Simple brand ideas result in powerful and memorable branding that people immediately connect with. “ ”

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5 steps

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Step 1: Establish your brand idea

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80 percent of [branding] fails... because it’s not based on a powerful idea. “ ”

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<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>

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Step 2: Capture the essence of your idea

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Successful branding occurs when your brand idea can stand up to a game of Telephone without any slips... “ ”

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Step 3: Get your employees engaged in the idea

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Everyone has to have the same brand recipe and know it by heart. “ ”

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Step 4: Consider your brand’s name

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One power signal is the mother of all of others: your brand name. “ ”

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Step 5: Creating branding signals beyond the name

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Brand signals

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How many brands are you promoting at this very moment?

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Brand signals

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?

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“Logo”

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“Logo”

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Logotype

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Trademark

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Symbol

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Lockup

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(RIP 2007)

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Voice

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Tagline

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You deserve a break today. ™

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Think different. ™

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That was easy. ™

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Product

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Color

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Typography

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Sound

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Ever watch a horror movie on mute?

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“Jingle”

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T-Mobile

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Intel

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Law & Order

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Any of those artists you mentioned in the first class

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This is slide 100

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Southwest Airlines

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Smell

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Aveeno

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Ben-Gay

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Vicks Vaporub

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Taste

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Remember the cereal taste test?

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Starbucks specialty drinks

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Touch

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OXO

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Cheetos

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Business card

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Pricing

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Endorsement

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Word of mouth

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Those were tangible brand signals

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Is it possible to have intangible brand signals?

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What about negative brand signals?

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SNL

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Hybrid

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Guilt can be a very strong brand signal

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That’s just a smattering of brand signals

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How many brands are you promoting at this very moment?

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Moonstruck

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What did you do?

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What is Moonstruck’s simple brand idea?

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Moonstruck brand signals

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The Good What is Moonstruck doing well?

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The Bad What could Moonstruck be doing better?

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The Ugly What opportunities are being missed?

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What branding signals does Moonstruck own ?

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Brand happens

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Additional resources

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The Brand Gap by Marty Neumeier

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Brand Sense by Martin Lindstrom

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Zag by Marty Neumeier

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Contacting me

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hypocritical www.hypocritical.com/blog

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More than a living www.morethanaliving.com/blog

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LinkedIn www.linkedin.com/in/turoczy

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Return www.returncorp.com