spms uber conference - fresh branding ideas presentation by joe walsh

fresh branding ideassmps uber conference

brandparents

For 35 years,Greenfield/Belserhas been birthing brands from our nation’s capital

we are:a leading brand

strategy and design firm fully

focused on professional and

other relationship-based services

this presentation began as a rant

fact finding has always guided us…

most are convinced brands matter…but few brands help

brand health

brand health brands matter, but few help

CMOs believetheir brand is moderately to extremelyimportant

Managing Partners believe their brand is moderately to extremely important

95% 92%

only 26%find their brands

very helpful

brand health brands matter, but few help

unicorns and innovative brands are as rare as hens’ teeth

brand distinction

brand distinction are they?

brand distinction are they?

on average, brand quality is, well, average

brand quality

brand quality how quality rates

1 5

brand quality how quality rates

“change is a fact of life”Birds & Bees LLP

brand change

when did you last change?

when do you planTo change

55%Brand identity more than

3 years ago

56%Brand promise

more than 3 years ago 64%

Brand promise within 3 years

69%Brand identity within

3 years

brand change how often and why

brand change how often and why

takeaway:the state of professional services branding is like living in a bland, empty room

a brand is:a unique identity based on a promise of value different than others

“I may be superficial, but I’m deeply superficial”

— Andy Warhol

Finding

Expertise

Choosing

Intellectual Expertise

when people look for services . . .

Emotional Comfort Comfort

Finding

Expertise

Choosing

Intellectual Expertise

when people decide to buy . . .

Emotional ComfortComfort

Finding Choosing

Intellectual

Emotional

fresh brands solve business problems with strategy and design

where we started…

TurboRelocation

SafetyAnalyst

have a clear promise of valueposition you as confident, a leaderteach, don’t sellhumanize the offeringare about clients, not youtell stories and deliver proofdeliver substantive information graphicallytake creative risks.

fresh brands …

have a clear promise of valueposition you as confident, a leaderteach, don’t sellhumanize the offeringare about clients, not youtell stories and deliver proofdeliver substantive information graphicallytake creative risks.

fresh brands …

have a clear promise of valueposition you as confident, a leaderteach, don’t sellhumanize the offeringare about clients, not youtell stories and deliver proofdeliver substantive information graphicallytake creative risks.

fresh brands …

have a clear promise of valueposition you as confident, a leaderteach, don’t sellhumanize the offeringare about clients, not youtell stories and deliver proofdeliver substantive information graphicallytake creative risks.

fresh brands …

have a clear promise of valueposition you as confident, a leaderteach, don’t sellhumanize the offeringare about clients, not youtell stories and deliver proofdeliver substantive information graphicallytake creative risks.

fresh brands …

have a clear promise of valueposition you as confident, a leaderteach, don’t sellhumanize the offeringare about clients, not youtell stories and deliver proofdeliver substantive information graphicallytake creative risks.

fresh brands …

have a clear promise of valueposition you as confident, a leaderteach, don’t sellhumanize the offeringare about clients, not youtell stories and deliver proofdeliver substantive information graphicallytake creative risks.

fresh brands …

have a clear promise of valueposition you as confident, a leaderteach, don’t sellhumanize the offeringare about clients, not youtell stories and deliver proofdeliver substantive information graphicallytake creative risks.

fresh brands …

have a clear promise of valueposition you as confident, a leaderteach, don’t sellhumanize the offeringare about clients, not youtell stories and deliver proofdeliver substantive information graphicallytake creative risks.

fresh brands …

have a clear promise of valueposition you as confident, a leaderteach, don’t sellhumanize the offeringare about clients, not youtell stories and deliver proofdeliver substantive information graphicallytake creative risks.

fresh brands …

“you can’t bore people into buying your product of service”

— David Ogilvy

have a clear promise of valueposition you as confident, a leaderteach, don’t sellhumanize the offeringare about clients, not youtell stories and deliver proofdeliver substantive information graphicallytake creative risks.

fresh brands …

fresh branding ideassmps uber conference