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Inspiring illogical decisions

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Short version of the longer "Brand Signals" presentation, focused on the emotional visceral reaction

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Inspiring illogical decisions

  1. 1. Inspiring illogical decisionsRick Turoczy
  2. 2. AgendaI talkYou interrupt with awesome questionsI talk some moreI go off on a tangentYou pull me back inWe talk about stuff you want to talk about
  3. 3. Who is this guy?
  4. 4. 15+ years of branding
  5. 5. 15+ years of startups
  6. 6. Currently run two startups
  7. 7. Why am I here?
  8. 8. Obsessedwith branding and startups
  9. 9. Disclaimer
  10. 10. I may start making strangesemantic arguments and goflying off on tangents which result in long-windeddiatribes that seem to have no bearing on this class, whatsoever
  11. 11. What is brand?
  12. 12. Contrary to what you may have heard, a brand is not a name, asymbol, a typeface, a color,an image, an ad, a Web site, a song, a product…
  13. 13. Brand isan emotional reaction
  14. 14. Brand isa visceral reaction
  15. 15. Brand happens
  16. 16. Death knell for a brand?
  17. 17. It’s fine
  18. 18. Love is the goal
  19. 19. Hate is great
  20. 20. Brands crave reaction not acceptance
  21. 21. What is branding?
  22. 22. Branding is our attempt to manage the signals that evoke that reaction
  23. 23. What is the ultimate goal of branding a company?
  24. 24. Illogical decisions
  25. 25. Brand occurs in the heart not the head
  26. 26. Great brands, therefore,must have great heart and great humanity
  27. 27. They must inspireemotional connections
  28. 28. I want
  29. 29. I need
  30. 30. Good news?
  31. 31. The brand connection is both invaluable and valuable
  32. 32. How valuable?
  33. 33. With brand value?$120 billionWithout brand value?$50 billion Image courtesy Brand Gap (c) 2001
  34. 34. Bad news?
  35. 35. Your brand iscompletely and utterly out of your control
  36. 36. Your brand is notwhat you say it is
  37. 37. Your brand iswhat they say it is
  38. 38. So as a startup, how do we standa chance of influencing that reaction?
  39. 39. How do we make that connection?
  40. 40. By living where yourpotential customers live
  41. 41. Example?
  42. 42. Questions?
  43. 43. Contacting me@turoczysiliconflorist.com/forumsfacebook.com/turoczylinkedin.com/in/turoczysiliconflorist@gmail.com

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