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Emerging practices in Branding


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On September 25th, I gave a presentation at the Strategic Branding forum in Romania. I used this opportunity to bring together some ideas about how branding should be practiced in order to succeed in our rapidly changing world.
Read an outline here:

Published in: Business, Sports
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Emerging practices in Branding

  1. 2. The new strategy for strategy Emerging trends in the practice of strategic branding
  2. 3. <ul><li>What branding does, not what brands do </li></ul>
  3. 4. <ul><li>Five aspects: methodology, relationship, culture, identity, engagement </li></ul>
  4. 5. <ul><li>Methodology </li></ul><ul><li>or Why the next big thing isn’t </li></ul>
  5. 6. <ul><li>It’s all about X </li></ul>
  6. 7. <ul><li>History of false saviours </li></ul>Avi Paz
  7. 8. <ul><li>Methodology </li></ul>
  8. 9. <ul><li>Methodologies </li></ul>
  9. 10. <ul><li>THE Methodology™ </li></ul>
  10. 11. <ul><li>Instead: </li></ul><ul><li>emergent theory, emergent meaning </li></ul>
  11. 14. <ul><li>Picked up by three players </li></ul><ul><li>Across different tiers </li></ul>
  12. 15. <ul><li>2. Relationships or Branding that plays together, stays together </li></ul>
  13. 16. <ul><li>This is not together </li></ul>Thomas Hawk
  14. 17. <ul><li>Instead: leverage the power of interaction </li></ul>
  15. 21. <ul><li>A unique solution </li></ul><ul><li>Exact communications </li></ul><ul><li>Business practical </li></ul>
  16. 23. <ul><li>3. Culture or There’s no insight like local insight </li></ul>
  17. 24. <ul><li>Beware: </li></ul><ul><li>gift-bearing strangers (and disco dads) </li></ul>
  18. 25. <ul><li>1. “Benevolent” imperialism </li></ul>Angel de Olavide
  19. 26. <ul><li>2. Disco Dad </li></ul>Dave 77459
  20. 27. <ul><li>Instead: Global experience </li></ul><ul><li>+ </li></ul><ul><li>Local insights </li></ul>
  21. 31. <ul><li>Local insight key Bridging brand and experience </li></ul>
  22. 32. <ul><li>4. Identity </li></ul><ul><li>or Beauty at work </li></ul>
  23. 33. <ul><li>How branding became the Primadonna of marketing </li></ul>
  24. 34. Typical development of brand meaning over time 2. Achievement & nationalism 3. Family & security Fun & adventure 4. Wider use of brand narratives 5. Engagement in social issues 1. Product quality & variety MEANING TIME
  25. 36. Harpersbizarre / A V Pretty, but little nutritional value
  26. 37. <ul><li>Instead: </li></ul><ul><li>Identity as a system. Branding that’s not afraid of “the dirty work”. </li></ul>
  27. 39. <ul><li>75k under 12m </li></ul>
  28. 41. <ul><li>Sold out in a few weeks </li></ul>
  29. 42. <ul><li>5. Engagement or Organic branding </li></ul>
  30. 43. <ul><li>Look before you launch </li></ul>Leo rynolds
  31. 44. Or else… robert terrell
  32. 45. <ul><li>Instead: </li></ul><ul><li>Engage from day one Increase after launch </li></ul>
  33. 49. <ul><li>3500 employees </li></ul><ul><li>1100 ideas </li></ul><ul><li>50 adopted </li></ul>
  34. 50. <ul><li>Summary: </li></ul><ul><li>The common thread? </li></ul><ul><li>(3 thoughts) </li></ul>
  35. 51. <ul><li>Embrace the mess, find meaning </li></ul>RI Pizzo
  36. 52. <ul><li>Systemic, not systematic: </li></ul><ul><li>Be strategic about strategy </li></ul>Evan Leeson
  37. 53. <ul><li>When you appreciate it’s all connected, then you’ll create sustainable brands </li></ul>
  38. 55. Image credits (in order of appearance): Avi paz Thomas hawk angel de olavide Dave 77459 Harpersbizarre / A V Leo rynolds robert terrell RI Pizzo Evan Leeson