the difference between good & great branding

12.19.13

THE DIFFERENCE BETWEEN GOOD & GREAT BRANDING

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IS THIS GOOD OR GREAT?

AD FROM CONTENT

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IT USED TO BE EASY TO TELL

THE MARKETER CHALLENGE:HOW TO DISCERN WHAT’S GOOD

VS. WHAT’S JUST NOVELTY

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ESPECIALLY SINCE:THERE ARE SO MANY NEW FORMS

AND FADS

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IS THIS GOOD? GREAT?

NOVELTY?

WHAT’S THE DIFFERENCE?

LOT’S OF BRANDS JUMPED ON “REALTIME”

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REALTIME ≠ GREAT

BUT A LOT OF MARKETERS GOT FATIGUED AND CYNICAL

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THE RISK:YOU CAN MISS SOMETHING

IMPORTANT

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HAMBURG 1961

HACK COVER BAND?

NOVELTY?

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HAMBURG 1961

OR

THE FUTURE OF MUSIC?

WE NEED A QUALITY FILTER:MARKETERS SHOULD HAVE A

WORKING FRAMEWORK FOR WHAT SEPARATES “GREAT” FROM “COOL”

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MILLIONS THOUGHT THIS WAS GREAT AND COOL

BRAND• PURPOSE LEAD

• CLEAR POV

• VOICE

• ACTIONS, NOT ADS

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WHY IS THIS GOOD?

BRAND BUILDING CREATIVE• ASPIRATIONAL STATEMENT

• DESIGNED FOR SHARING

• PARTICIPATORY

• REMARKABLE EXECUTION

• TIE TO PRODUCT

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PURPOSE LEAD

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POINT OF VIEW

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DISTINCTIVE VOICE

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PURPOSEFUL ACTIONS

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RESULTS?

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BACKLASH!

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IT’S GOOD (MAYBE GREAT)

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BUT WHY DID IT WORK?

BUILT-IN AUDIENCE

LITERALLY BOUGHT INTO THE IDEA

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BUT WHY DID IT WORK?

SMART OUTREACH

SHARED PURPOSE

ADVOCACY

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BUT WHY DID IT WORK?

THOUGHT LEADERSHIP

AWARENESS OF PROBLEM

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BUT WHY DID IT WORK?

GREAT TIMING• TIPPING POINT?

• OR, HOLIDAY PROMOTIONAL PUSH?

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PAID PROMOTION

READY COMMUNITY

PURPOSE & MISSION

REMARKABLECONTENT

ALGORITHM

X( )( )Luck

X

BRAND• PURPOSE LEAD

• CLEAR POV

• VOICE

• ACTIONS, NOT ADS

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CHECKLIST FOR GOOD/GREAT

BRAND BUILDING CREATIVE• ASPIRATIONAL STATEMENT

• DESIGNED FOR SHARING

• PARTICIPATORY

• REMARKABLE EXECUTION

• TIE TO PRODUCT

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• BUILD PURPOSE INTO YOUR BRAND BUY INTO THE BRAND > BUYING THE BRAND

• BUILD AN ACTIVE COMMUNITY CONNECT AROUND SHARED INTERESTS BEYOND PRODUCT FEATURES

• MARKET WITH AND FOR YOUR COMMUNITYCREATE OPPORTUNITIES TO ACT TOGETHER TOWARDS YOUR PURPOSE

• ACTIONS > ADSBROADCAST WHAT YOU AND THE COMMUNITY ARE DOING

LESSONS FOR BRAND BUILDERS

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JIM CUENEVP, MARKETING STRATEGY

A thought leader among modern marketers, Jim has been working on the internet longer than you have and has the stories and swag to prove it. A man of diverse passions and interests, Jim could open a restaurant, create its world-class brand, draft the business plan, cook the food, brew the beer, and perform the music opening night.

ABOUT THE AUTHOR

THANK YOU.

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WE GROW BUSINESSES Dream big. Implement Small. Invent now.

Bet the garden, not the farm.