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Brand Signals Rick Turoczy  Guest Speaker
Agenda ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Reminders ,[object Object],[object Object],[object Object],[object Object],[object Object]
Questions from  last week?
Specific topics  for today? (Off topic is fine)
Questions from Brand Simple?
Who am I?
I am the guy with  100+ slides
 
10+ years branding
Whitman College
Why am I here?
Obsessed
Disclaimer
I may oversimplify
I may not simplify
I may use jargon
I may repeat the same companies, over and over and over
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
What is  brand?
Brand is an  emotional  reaction
Brand is a  visceral  reaction
Brand happens
Worst feedback?
It’s fine
Love  is the goal
Hate is  great
Reaction is a  necessity
What is  brand ing ?
Branding is the  attempt  to manage  the signals that evoke that reaction
What is the  ultimate  goal of “branding”  a company?
Illogical  decisions
Brand occurs in the  heart  not the  head
I want
I need
This  connection  is valuable
How much of the company do you think the  brand  is worth?
The Brand Gap, 2003
Brand can make or break a company
but ultimately
Brand is out of  our control
Brand is not what  you  say it is
Brand is what  they  say it is
So how do we  influence  that reaction?
Brand Simple
Simple brand ideas result in powerful and memorable branding that people immediately connect with. “ ”
5 steps
Step 1: Establish your  brand idea
80 percent of [branding] fails... because it’s not based on a  powerful idea. “ ”
[object Object],[object Object],[object Object]
Step 2: Capture the essence of your idea
Successful branding occurs when your brand idea can stand up to a game of Telephone without any slips... “ ”
Step 3: Get your employees engaged in the idea
Everyone has to have the same brand recipe and know it by heart. “ ”
Step 4: Consider your brand’s name
One power signal  is the mother of  all of others:  your brand name. “ ”
Step 5: Creating branding signals beyond  the name
Brand signals
How many brands are you promoting at this very moment?
Brand signals
?
“Logo”
“Logo”
Logotype
Trademark
Symbol
Lockup
 
 
 
(RIP 2007)
Voice
Tagline
You deserve  a break today. ™
Think different. ™
That was easy. ™
Product
 
 
 
Color
 
 
 
Typography
 
 
 
 
 
 
 
Sound
Ever watch a horror movie on mute?
“Jingle”
T-Mobile
Intel
Law & Order
Any of those artists  you mentioned in the first class
This is slide 100
Southwest Airlines
 
 
Smell
Aveeno
Ben-Gay
Vicks Vaporub
Taste
Remember the  cereal taste test?
Starbucks  specialty drinks
 
Touch
OXO
Cheetos
Business card
Pricing
Endorsement
Word of mouth
Those were  tangible  brand signals
Is it possible to have  intangible  brand signals?
 
 
 
 
What about  negative  brand signals?
 
 
SNL
Hybrid
Guilt  can be a very strong brand signal
That’s just a smattering of brand signals
How many brands  are you promoting at this very moment?
Moonstruck
What did you do?
What is Moonstruck’s simple brand idea?
Moonstruck brand signals
The Good What is Moonstruck doing well?
The Bad What could Moonstruck  be doing better?
The Ugly What opportunities are  being missed?
What branding signals does Moonstruck  own ?
Brand happens
Additional resources
The Brand Gap by Marty Neumeier
Brand Sense by Martin Lindstrom
Zag by Marty Neumeier
Contacting me
hypocritical www.hypocritical.com/blog
More than a living www.morethanaliving.com/blog
LinkedIn www.linkedin.com/in/turoczy
Return www.returncorp.com

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