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EVERYTHING A BRAND DOES IS ADVERTISING

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“The Apple Store was probably the best ad we ever did. Everything a brand does is advertising.”

Source: Lee Clow

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SO, WHAT EXACTLY MAKES UP YOUR BRAND?

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“A brand is the sum of all the emotions, thoughts, images, history, possibilities, and gossip that exist in the marketplace about a certain company.”

Source: Luke Sullivan - Hey Whipple Squeeze This

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IT’S NOT JUST YOUR LOGO

Source: Dan Pallotta - A Logo is Not a Brand

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IT’S NOT A SINGLE CORPORATE IDENTITY

Source: Dan Pallotta - A Logo is Not a Brand

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IT’S NOT ONE ADVERTISING CAMPAIGN

Source: Dan Pallotta - A Logo is Not a Brand

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“Any damn fool can put on a deal, but it takes genius, faith, and perseverance to create a brand.”

Source: David Ogilvy

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IT’S NOT A SINGLE PRODUCT

Source: Dan Pallotta - A Logo is Not a Brand

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“A brand is the set of expectations, memories, stories and relationships that, taken together, account for a consumer’s decision to choose one product or service over another. If the consumer doesn’t pay a premium, make a selection or spread the word, then no brand value exists for that consumer.”

Source: Seth Godin

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BUILDING AN EFFECTIVE BRAND:

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“Differentiate. Our brains are hardwired to notice what is different, not what is the same.”

Source: Marty Neumeier - The Brand Gap

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1. WHO ARE YOU 2. WHAT DO YOU DO? 3. WHY DOES IT MATTER?

Source: Marty Neumeier - The Brand Gap

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“What makes your brand remarkable is that you do something that no one else does or you do it in a way they can’t help but talk about.”

Source: John Morgan - Brand Against The Machine

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THE EMPHASIS OF MARKETING APPEAL HAS CHANGED

Source: Marty Neumeier - The Brand Gap

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1900+ 1925+ 1950+ 2000+

FEATURES BENEFITS EXPERIENCE IDENTIFICATION“What it has” “What it does” “What you’ll feel” “Who you are”

Source: Marty Neumeier - The Brand Gap

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“Focus. A focused brand knows exactly what it is, why it’s different, and why people want it.”

Source: Marty Neumeier - The Brand Gap

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SO, WHY IS THIS SO IMPORTANT?

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PEOPLE BUY WHAT THEY WANT, NOT WHAT THEY NEED

Source: John Morgan - Brand Against The Machine

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“The degree of trust I feel towards the product rather than the assessment of its features and benefits, will determine whether I’ll buy this product or that product.”

Source: Marty Neumeier - The Brand Gap

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THE ONLY DIFFERENCE IS THE BRAND

Source: Mike Desitny- The Want Makers

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“It’s not what you say it is. It’s what they say it is.”

Source: Marty Neumeier - The Brand Gap

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YOUR BRAND IS THE SUM OF ALL THE PARTS

Source: John Morgan - Brand Against The Machine

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YOUR BRAND IS EVERY SINGLE TOUCHPOINT

Source: John Morgan - Brand Against The Machine

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“Every advertisement (read: touchpoint) should be thought of as a contribution to the complex symbol which is the brand.”

Source: David Ogilvy

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YOUR BRAND IS THE WAY YOU SPEAK

Source: Dan Pallotta - A Logo is Not a Brand

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YOUR BRAND IS YOUR PEOPLE

Source: Dan Pallotta - A Logo is Not a Brand

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YOUR BRAND IS YOUR FACILITIES

Source: Dan Pallotta - A Logo is Not a Brand

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YOUR BRAND IS EVERYTHING YOU DON’T DO

Source: John Morgan - Brand Against The Machine

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LOGO CORPORATE ID PRODUCTS

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YOUR BRAND IS YOUR STRATEGY

Source: Dan Pallotta - A Logo is Not a Brand

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YOUR BRAND IS YOUR PROMISE

Source: Dan Pallotta - A Logo is Not a Brand

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TAKE A STAND FOR SOMETHING

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“Your brand’s anchor belief is your brand’s philosophy or viewpoint. It’s a big idea that is the focus of all your products, services, marketing, presentations and any other element of your business. Its premise becomes the backbone of your brand.”

Source: John Morgan - Brand Against The Machine

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BRAND = ADJECTIVE

Source: Luke Sullivan - Hey Whipple Squeeze This

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ONCE YOU FIND YOUR ADJECTIVE, STICK TO IT

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REMEMBER THE 80/20 RULE.

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FLIPPING THE PERCEPTION

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SOME TERMS TO KNOW:

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BRANDEQUITY

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BRANDRESONANCE

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BRANDPARTNERS

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BRAND EXTENSIONS

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BRANDEVANGELISTS

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“It’s the hope of every marketer: to create something that not only does what it was designed to do, but does so with such force that the audience doesn’t just remember it, or even respond positively to it, but they evangelize for it.”

Source: Stefan Mumaw- Chasing the Monster Idea

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“Do what you do so well that they will want to see it again, and bring their friends.”

Source: Walt Disney