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Modern branding
October17, 2009
The top 10 marketing
and advertising books.
As voted by readers of Advertising Age.
March 2, 2009




                                          © Zeus Jones 2009
Many of them are over 40 years old.
© Zeus Jones 2009
Eight of them were written before Google
started selling ads.
© Zeus Jones 2009
A (classic) brand is simply a collection of perceptions
in the mind of the consumer.
Paul Feldwick - 1991
Brand building through imagery.
Brands built using communications.




                                     From the Flickr of Pink Ponk
Branding solves communications problems.
                     From the Flickr of




                     From the Flickr of
A (modern) brand is... simply the sum of the great
ideas used to build that brand.
John Grant - 2006
Brand building through actual experience.




                                    From the Flickr of Justin Case
Brands built through interactions.




                                     From the Flickr of jurek d
Branding improved by more interactions.
Brand Innovation Manifesto - John Grant
Modern branding isn’t taught in books it’s
being created in the market.
13.86 in




                                                                                                                                                                                                       13.86 in




                                                                                                                          21.14 in




                                                                                                                                                                                                                                                               21.14 in
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                               13.86 in




4                                                Fallon | Minneapolis
             Client: United                                           Publications:                       Issue:   Ext:
                                                                      WSJ
              Job #: ual12243
        File Name: ual12243v1_Continents_WSJ.indd
       Description: C-11 (coming out of) — Continents
    Rev. Date/Time: 01.19.06          3:17 PM

              Bleed: n/a                                                         Artist: Jamie Caliri
               Trim:                                                  Production Artist: Stephanie Samalis

                Live: 13.86 x 21.14                                          Art Director: Bob Barrie

Gutter allowance: none                                                             Writer: Stuart D’Rozario

             Media: FP 4C                                                       Producer: Paul Morita

              Fonts: Helvetica Neue 45 and 55                         Project Manager: Kelly Yaremchuk
                       Arial and Arial Black for marks and slug                Art Buyer: Shawn Smith
                                                                             Group Head: Stuart D’Rozario
        Ink Colors:     CMYK
                                                                    Account Executive: Ryan Van Haaften

                                                                                                                                                                                                                                                                                                                                                          13.86 in




                                                                                                                                                                                                                                                                          It’s time to fly.




                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                       21.14 in
                                                                                                                                     3                                                Fallon | Minneapolis
                                                                                                                                                  Client: United                                           Publications:                       Issue:   Ext:
                                                                                                                                                                                                           WSJ
                                                                                                                                                   Job #: ual12243
                                                                                                                                             File Name: ual12243v1_Pencil_WSJ.indd
                                                                                                                                            Description: C-11 (coming out of) — Pencil
                                                                                                                                         Rev. Date/Time: 01.19.06          3:17 PM

                                                                                                                                                   Bleed: n/a                                                         Artist: Jamie Caliri
                                                                                                                                                    Trim:                                                  Production Artist: Stephanie Samalis

                                                                                                                                                     Live: 13.86 x 21.14                                          Art Director: Bob Barrie

                                                                                                                                     Gutter allowance: none                                                             Writer: Stuart D’Rozario

                                                                                                                                                  Media: FP 4C                                                       Producer: Paul Morita

                                                                                                                                                   Fonts: Helvetica Neue 45 and 55                         Project Manager: Kelly Yaremchuk
                                                                                                                                                            Arial and Arial Black for marks and slug                Art Buyer: Shawn Smith
                                                                                                                                                                                                                  Group Head: Stuart D’Rozario
                                                                                                                                             Ink Colors:     CMYK
                                                                                                                                                                                                         Account Executive: Ryan Van Haaften




                                                                                                                                                                                                                                                                                                                                                                                                                  21.14 in
                                                                                                                                                                                                                                                                                                                                                                                                                             1                                                Fallon | Minneapolis
                                                                                                                                                                                                                                                                                                                                                                                                                                          Client: United                                           Publications:                       Issue:   Ext:
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                   WSJ
                                                                                                                                                                                                                                                                                                                                                                                                                                           Job #: ual12243
                                                                                                                                                                                                                                                                                                                                                                                                                                     File Name: ual12243v1_Balloon_WSJ.indd
                                                                                                                                                                                                                                                                                                                                                                                                                                    Description: C-11 (coming out of) — Balloon
                                                                                                                                                                                                                                                                                                                                                                                                                                 Rev. Date/Time: 01.19.06          3:17 PM

                                                                                                                                                                                                                                                                                                                                                                                                                                           Bleed: n/a                                                         Artist: Jamie Caliri
                                                                                                                                                                                                                                                                                                                                                                                                                                            Trim:                                                  Production Artist: Stephanie Samalis

                                                                                                                                                                                                                                                                                                                                                                                                                                             Live: 13.86 x 21.14                                          Art Director: Bob Barrie

                                                                                                                                                                                                                                                                                                                                                                                                                             Gutter allowance: none                                                             Writer: Stuart D’Rozario

                                                                                                                                                                                                                                                                                                                                                                                                                                          Media: FP 4C                                                       Producer: Paul Morita

                                                                                                                                                                                                                                                                                                                                                                                                                                           Fonts: Helvetica Neue 45 and 55                         Project Manager: Kelly Yaremchuk
                                                                                                                                                                                                                                                                                                                                                                                                                                                    Arial and Arial Black for marks and slug                Art Buyer: Shawn Smith
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                          Group Head: Stuart D’Rozario
                                                                                                                                                                                                                                                                                                                                                                                                                                     Ink Colors:     CMYK
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                 Account Executive: Ryan Van Haaften




                                                                                                                                                                                                                                                                                       5                                                 Fallon | Minneapolis
                                                                                                                                                                                                                                                                                                     Client: United                                           Publications:                       Issue:   Ext:
                                                                                                                                                                                                                                                                                                                                                              WSJ
                                                                                                                                                                                                                                                                                                     Job #: ual12243
                                                                                                                                                                                                                                                                                               File Name: ual12243v1_SilverBirds_WSJ.indd
                                                                                                                                                                                                                                                                                              Description: C-11 (coming out of) — SilverBirds
                                                                                                                                                                                                                                                                                           Rev. Date/Time: 01.19.06           3:17 PM

                                                                                                                                                                                                                                                                                                     Bleed: n/a                                                          Artist: Jamie Caliri
                                                                                                                                                                                                                                                                                                      Trim:                                                   Production Artist: Stephanie Samalis

                                                                                                                                                                                                                                                                                                       Live: 13.86 x 21.14                                           Art Director: Bob Barrie

                                                                                                                                                                                                                                                                                      Gutter allowance: none                                                               Writer: Stuart D’Rozario

                                                                                                                                                                                                                                                                                                    Media: FP 4C                                                        Producer: Paul Morita

                                                                                                                                                                                                                                                                                                     Fonts: Helvetica Neue 45 and 55                          Project Manager: Kelly Yaremchuk
                                                                                                                                                                                                                                                                                                               Arial and Arial Black for marks and slug                Art Buyer: Shawn Smith
                                                                                                                                                                                                                                                                                                                                                                     Group Head: Stuart D’Rozario
                                                                                                                                                                                                                                                                                               Ink Colors:     CMYK
                                                                                                                                                                                                                                                                                                                                                            Account Executive: Ryan Van Haaften
Modern brands aren’t built through
communications.
Modern brands are defined by what they do.
Modern brands aren’t built around a
promise, they’re built around a belief.
Modern brand strength is built by sticking
to your beliefs not by opening your wallet.




                                      From the Flickr of niznoz
Modern brands live in the hearts of your
employees not in the minds of your customers.
Modern brand strategy is an HR discipline.
The differences between modern brands
and classic brands are profound.
Classic brands                    Modern brands

      Delivering a promise               Guided by a purpose

        Internal structure                 Internal culture

  Singular consistent messages         Multiple coherent ideas

     Communicate an image               Deliver an experience

     Trust through authority          Trust through transparency

       Strive for perfection             Progress by iterating

           Controlling                      Empowering

       Marketing as a layer              Marketing is built-in

Create a transactional relationship      Create a community
Workshop
 Create your tool


 Write some supporting documentation


 Show an example of it in use


 List all your team members


 Present back to the group
Thank you.
zeusjones.com/blog
twitter.com/adrianho
twitter.com/robwhitezj

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Modern Brands V1

  • 2. The top 10 marketing and advertising books. As voted by readers of Advertising Age. March 2, 2009 © Zeus Jones 2009
  • 3. Many of them are over 40 years old.
  • 5. Eight of them were written before Google started selling ads.
  • 7. A (classic) brand is simply a collection of perceptions in the mind of the consumer. Paul Feldwick - 1991
  • 9. Brands built using communications. From the Flickr of Pink Ponk
  • 10. Branding solves communications problems. From the Flickr of From the Flickr of
  • 11.
  • 12. A (modern) brand is... simply the sum of the great ideas used to build that brand. John Grant - 2006
  • 13. Brand building through actual experience. From the Flickr of Justin Case
  • 14. Brands built through interactions. From the Flickr of jurek d
  • 15. Branding improved by more interactions.
  • 17. Modern branding isn’t taught in books it’s being created in the market.
  • 18.
  • 19.
  • 20.
  • 21.
  • 22. 13.86 in 13.86 in 21.14 in 21.14 in 13.86 in 4 Fallon | Minneapolis Client: United Publications: Issue: Ext: WSJ Job #: ual12243 File Name: ual12243v1_Continents_WSJ.indd Description: C-11 (coming out of) — Continents Rev. Date/Time: 01.19.06 3:17 PM Bleed: n/a Artist: Jamie Caliri Trim: Production Artist: Stephanie Samalis Live: 13.86 x 21.14 Art Director: Bob Barrie Gutter allowance: none Writer: Stuart D’Rozario Media: FP 4C Producer: Paul Morita Fonts: Helvetica Neue 45 and 55 Project Manager: Kelly Yaremchuk Arial and Arial Black for marks and slug Art Buyer: Shawn Smith Group Head: Stuart D’Rozario Ink Colors: CMYK Account Executive: Ryan Van Haaften 13.86 in It’s time to fly. 21.14 in 3 Fallon | Minneapolis Client: United Publications: Issue: Ext: WSJ Job #: ual12243 File Name: ual12243v1_Pencil_WSJ.indd Description: C-11 (coming out of) — Pencil Rev. Date/Time: 01.19.06 3:17 PM Bleed: n/a Artist: Jamie Caliri Trim: Production Artist: Stephanie Samalis Live: 13.86 x 21.14 Art Director: Bob Barrie Gutter allowance: none Writer: Stuart D’Rozario Media: FP 4C Producer: Paul Morita Fonts: Helvetica Neue 45 and 55 Project Manager: Kelly Yaremchuk Arial and Arial Black for marks and slug Art Buyer: Shawn Smith Group Head: Stuart D’Rozario Ink Colors: CMYK Account Executive: Ryan Van Haaften 21.14 in 1 Fallon | Minneapolis Client: United Publications: Issue: Ext: WSJ Job #: ual12243 File Name: ual12243v1_Balloon_WSJ.indd Description: C-11 (coming out of) — Balloon Rev. Date/Time: 01.19.06 3:17 PM Bleed: n/a Artist: Jamie Caliri Trim: Production Artist: Stephanie Samalis Live: 13.86 x 21.14 Art Director: Bob Barrie Gutter allowance: none Writer: Stuart D’Rozario Media: FP 4C Producer: Paul Morita Fonts: Helvetica Neue 45 and 55 Project Manager: Kelly Yaremchuk Arial and Arial Black for marks and slug Art Buyer: Shawn Smith Group Head: Stuart D’Rozario Ink Colors: CMYK Account Executive: Ryan Van Haaften 5 Fallon | Minneapolis Client: United Publications: Issue: Ext: WSJ Job #: ual12243 File Name: ual12243v1_SilverBirds_WSJ.indd Description: C-11 (coming out of) — SilverBirds Rev. Date/Time: 01.19.06 3:17 PM Bleed: n/a Artist: Jamie Caliri Trim: Production Artist: Stephanie Samalis Live: 13.86 x 21.14 Art Director: Bob Barrie Gutter allowance: none Writer: Stuart D’Rozario Media: FP 4C Producer: Paul Morita Fonts: Helvetica Neue 45 and 55 Project Manager: Kelly Yaremchuk Arial and Arial Black for marks and slug Art Buyer: Shawn Smith Group Head: Stuart D’Rozario Ink Colors: CMYK Account Executive: Ryan Van Haaften
  • 23.
  • 24.
  • 25.
  • 26.
  • 27.
  • 28.
  • 29.
  • 30. Modern brands aren’t built through communications.
  • 31. Modern brands are defined by what they do.
  • 32.
  • 33.
  • 34.
  • 35.
  • 36.
  • 37. Modern brands aren’t built around a promise, they’re built around a belief.
  • 38. Modern brand strength is built by sticking to your beliefs not by opening your wallet. From the Flickr of niznoz
  • 39. Modern brands live in the hearts of your employees not in the minds of your customers.
  • 40. Modern brand strategy is an HR discipline.
  • 41. The differences between modern brands and classic brands are profound.
  • 42. Classic brands Modern brands Delivering a promise Guided by a purpose Internal structure Internal culture Singular consistent messages Multiple coherent ideas Communicate an image Deliver an experience Trust through authority Trust through transparency Strive for perfection Progress by iterating Controlling Empowering Marketing as a layer Marketing is built-in Create a transactional relationship Create a community
  • 43. Workshop Create your tool Write some supporting documentation Show an example of it in use List all your team members Present back to the group