deconstructing brands - a branding workshop
DESCRIPTION
The Mechanism's Dave Fletcher discusses the "8 Elements of Successful Branding" with examples and video from globally renowned brands. Originally presented at the North Alabama Chapter of the Public Relations Council of Alabama as part of a branding workshop on September 21, 2011.TRANSCRIPT
HELLO
Sept 21, 2011 // PRCA North Alabama Chapter // Huntsville, Alabama
@davefletcher // TheMechanism.comSunday, September 25, 11
twitter.com/davefletcher
Sunday, September 25, 11
Sept 21, 2011 // PRCA North Alabama Chapter // Huntsville, Alabama
@davefletcher // TheMechanism.comSunday, September 25, 11
#tbm
Sept 21, 2011 // PRCA North Alabama Chapter // Huntsville, Alabama
@davefletcher // TheMechanism.comSunday, September 25, 11
Sept 21, 2011 // PRCA North Alabama Chapter // Huntsville, Alabama
@davefletcher // TheMechanism.comSunday, September 25, 11
Sept 21, 2011 // PRCA North Alabama Chapter // Huntsville, Alabama
@davefletcher // TheMechanism.comSunday, September 25, 11
Deconstructing Brands
Sept 21, 2011 // PRCA North Alabama Chapter // Huntsville, Alabama
@davefletcher // TheMechanism.comSunday, September 25, 11
Deconstructing BrandsA Branding Workshop
Sept 21, 2011 // PRCA North Alabama Chapter // Huntsville, Alabama
@davefletcher // TheMechanism.comSunday, September 25, 11
ELEMENTS OF GREAT BRANDING
Sept 21, 2011 // PRCA North Alabama Chapter // Huntsville, Alabama
@davefletcher // TheMechanism.comSunday, September 25, 11
ELEMENTS OF GREAT BRANDINGNAME - company name, identifier
Sept 21, 2011 // PRCA North Alabama Chapter // Huntsville, Alabama
@davefletcher // TheMechanism.comSunday, September 25, 11
ELEMENTS OF GREAT BRANDINGNAME - company name, identifier
Sept 21, 2011 // PRCA North Alabama Chapter // Huntsville, Alabama
@davefletcher // TheMechanism.com
POSITION - how you stack up against your foes
Sunday, September 25, 11
ELEMENTS OF GREAT BRANDINGNAME - company name, identifier
Sept 21, 2011 // PRCA North Alabama Chapter // Huntsville, Alabama
@davefletcher // TheMechanism.com
POSITION - how you stack up against your foesPERSONALITY - how you communicate with others
Sunday, September 25, 11
ELEMENTS OF GREAT BRANDINGNAME - company name, identifier
Sept 21, 2011 // PRCA North Alabama Chapter // Huntsville, Alabama
@davefletcher // TheMechanism.com
POSITION - how you stack up against your foes
PROMISE - what you stand forPERSONALITY - how you communicate with others
Sunday, September 25, 11
ELEMENTS OF GREAT BRANDINGNAME - company name, identifier
Sept 21, 2011 // PRCA North Alabama Chapter // Huntsville, Alabama
@davefletcher // TheMechanism.com
POSITION - how you stack up against your foes
PROMISE - what you stand forTAGLINE - your current marketing message
PERSONALITY - how you communicate with others
Sunday, September 25, 11
ELEMENTS OF GREAT BRANDINGNAME - company name, identifier
Sept 21, 2011 // PRCA North Alabama Chapter // Huntsville, Alabama
@davefletcher // TheMechanism.com
POSITION - how you stack up against your foes
PROMISE - what you stand forTAGLINE - your current marketing messageCOLOR - colors represent your position/personality
PERSONALITY - how you communicate with others
Sunday, September 25, 11
ELEMENTS OF GREAT BRANDINGNAME - company name, identifier
Sept 21, 2011 // PRCA North Alabama Chapter // Huntsville, Alabama
@davefletcher // TheMechanism.com
POSITION - how you stack up against your foes
PROMISE - what you stand forTAGLINE - your current marketing messageCOLOR - colors represent your position/personality
PERSONALITY - how you communicate with others
IMAGERY - visuals that fit your position/personality
Sunday, September 25, 11
ELEMENTS OF GREAT BRANDINGNAME - company name, identifier
Sept 21, 2011 // PRCA North Alabama Chapter // Huntsville, Alabama
@davefletcher // TheMechanism.com
POSITION - how you stack up against your foes
PROMISE - what you stand forTAGLINE - your current marketing messageCOLOR - colors represent your position/personality
PERSONALITY - how you communicate with others
IMAGERY - visuals that fit your position/personalityLOGO - simplify above into a singular object of desire
Sunday, September 25, 11
What’s in a NAME, anyway?
Sept 21, 2011 // PRCA North Alabama Chapter // Huntsville, Alabama
@davefletcher // TheMechanism.comSunday, September 25, 11
What’s in a NAME, anyway?
Apple
Sept 21, 2011 // PRCA North Alabama Chapter // Huntsville, Alabama
@davefletcher // TheMechanism.comSunday, September 25, 11
What’s in a NAME, anyway?
Pepsi
Sept 21, 2011 // PRCA North Alabama Chapter // Huntsville, Alabama
@davefletcher // TheMechanism.comSunday, September 25, 11
What’s in a NAME, anyway?
Starbucks
Sept 21, 2011 // PRCA North Alabama Chapter // Huntsville, Alabama
@davefletcher // TheMechanism.comSunday, September 25, 11
What’s in a NAME, anyway?
Sept 21, 2011 // PRCA North Alabama Chapter // Huntsville, Alabama
@davefletcher // TheMechanism.comSunday, September 25, 11
What’s in a NAME, anyway?
Virgin
Sept 21, 2011 // PRCA North Alabama Chapter // Huntsville, Alabama
@davefletcher // TheMechanism.comSunday, September 25, 11
Sept 21, 2011 // PRCA North Alabama Chapter // Huntsville, Alabama
@davefletcher // TheMechanism.com
Choose your POSITION
Sunday, September 25, 11
Be Different
Sept 21, 2011 // PRCA North Alabama Chapter // Huntsville, Alabama
@davefletcher // TheMechanism.com
Choose your POSITION
Sunday, September 25, 11
Be Different
Be Focused
Sept 21, 2011 // PRCA North Alabama Chapter // Huntsville, Alabama
@davefletcher // TheMechanism.com
Choose your POSITION
Sunday, September 25, 11
Be Different
Be Focused
Be Authentic
Sept 21, 2011 // PRCA North Alabama Chapter // Huntsville, Alabama
@davefletcher // TheMechanism.com
Choose your POSITION
Sunday, September 25, 11
Sept 21, 2011 // PRCA North Alabama Chapter // Huntsville, Alabama
@davefletcher // TheMechanism.com
Present Future
Audience
You
What do they believe or value?
What would they believe or value?
What do you currently claim?
What would you like to become?
Sunday, September 25, 11
Sept 21, 2011 // PRCA North Alabama Chapter // Huntsville, Alabama
@davefletcher // TheMechanism.com
http://www.youtube.com/watch?v=vmG9jzCHtSQ
[Steve Jobs Video]
Sunday, September 25, 11
Sept 21, 2011 // PRCA North Alabama Chapter // Huntsville, Alabama
@davefletcher // TheMechanism.com
Personality
Sunday, September 25, 11
Sept 21, 2011 // PRCA North Alabama Chapter // Huntsville, Alabama
@davefletcher // TheMechanism.com
Personality
Sunday, September 25, 11
Sept 21, 2011 // PRCA North Alabama Chapter // Huntsville, Alabama
@davefletcher // TheMechanism.com
Personality
Sunday, September 25, 11
Sept 21, 2011 // PRCA North Alabama Chapter // Huntsville, Alabama
@davefletcher // TheMechanism.com
If your brand was a person, how would they behave?
Sunday, September 25, 11
Sept 21, 2011 // PRCA North Alabama Chapter // Huntsville, Alabama
@davefletcher // TheMechanism.com
http://www.youtube.com/watch?v=12lzdEBpW9U&feature=related
http://www.youtube.com/watch?v=S_3Dj5GZJNc&feature=related
[Richard Branson]
Sunday, September 25, 11
Till Death do us Part.
Sept 21, 2011 // PRCA North Alabama Chapter // Huntsville, Alabama
@davefletcher // TheMechanism.comSunday, September 25, 11
The BRAND PROMISE
Sept 21, 2011 // PRCA North Alabama Chapter // Huntsville, Alabama
@davefletcher // TheMechanism.comSunday, September 25, 11
The BRAND PROMISE
Set Expectations
Sept 21, 2011 // PRCA North Alabama Chapter // Huntsville, Alabama
@davefletcher // TheMechanism.comSunday, September 25, 11
The BRAND PROMISE
Set Expectations
Permanent
Sept 21, 2011 // PRCA North Alabama Chapter // Huntsville, Alabama
@davefletcher // TheMechanism.comSunday, September 25, 11
The BRAND PROMISE
Set Expectations
Permanent
Internally & ExternallyCommunicated
Sept 21, 2011 // PRCA North Alabama Chapter // Huntsville, Alabama
@davefletcher // TheMechanism.comSunday, September 25, 11
Sept 21, 2011 // PRCA North Alabama Chapter // Huntsville, Alabama
@davefletcher // TheMechanism.com
OrganizationDescription Attributes Personality+ +
The BRAND PROMISE
Sunday, September 25, 11
Sept 21, 2011 // PRCA North Alabama Chapter // Huntsville, Alabama
@davefletcher // TheMechanism.com
For (target audience), (brand name) is
the (frame of reference) that delivers
(benefit/point of difference) because only
(brand name) is (reason to believe).
The BRAND PROMISE
Sunday, September 25, 11
TAGLINE, you’re it.
Sept 21, 2011 // PRCA North Alabama Chapter // Huntsville, Alabama
@davefletcher // TheMechanism.comSunday, September 25, 11
TAGLINE, you’re it.
Not Required
Sept 21, 2011 // PRCA North Alabama Chapter // Huntsville, Alabama
@davefletcher // TheMechanism.comSunday, September 25, 11
TAGLINE, you’re it.
Not Required
Can Change
Sept 21, 2011 // PRCA North Alabama Chapter // Huntsville, Alabama
@davefletcher // TheMechanism.comSunday, September 25, 11
TAGLINE, you’re it.
Not Required
Can Change
Campaign Based
Sept 21, 2011 // PRCA North Alabama Chapter // Huntsville, Alabama
@davefletcher // TheMechanism.comSunday, September 25, 11
TAG, you’re it.
Just when you thought it was safe to go back in the water...
Sept 21, 2011 // PRCA North Alabama Chapter // Huntsville, Alabama
@davefletcher // TheMechanism.comSunday, September 25, 11
Sept 21, 2011 // PRCA North Alabama Chapter // Huntsville, Alabama
@davefletcher // TheMechanism.comSunday, September 25, 11
TAG, you’re it.
Takes a licking, and keeps on ticking.
Sept 21, 2011 // PRCA North Alabama Chapter // Huntsville, Alabama
@davefletcher // TheMechanism.comSunday, September 25, 11
Sept 21, 2011 // PRCA North Alabama Chapter // Huntsville, Alabama
@davefletcher // TheMechanism.comSunday, September 25, 11
TAG, you’re it.
Where’s the beef?
Sept 21, 2011 // PRCA North Alabama Chapter // Huntsville, Alabama
@davefletcher // TheMechanism.comSunday, September 25, 11
Sept 21, 2011 // PRCA North Alabama Chapter // Huntsville, Alabama
@davefletcher // TheMechanism.comSunday, September 25, 11
TAG, you’re it.
The Ultimate Driving Machine
Sept 21, 2011 // PRCA North Alabama Chapter // Huntsville, Alabama
@davefletcher // TheMechanism.comSunday, September 25, 11
Sept 21, 2011 // PRCA North Alabama Chapter // Huntsville, Alabama
@davefletcher // TheMechanism.comSunday, September 25, 11
TAG, you’re it.
No more late fees.The start of more.
Sept 21, 2011 // PRCA North Alabama Chapter // Huntsville, Alabama
@davefletcher // TheMechanism.comSunday, September 25, 11
Sept 21, 2011 // PRCA North Alabama Chapter // Huntsville, Alabama
@davefletcher // TheMechanism.comSunday, September 25, 11
TAG, you’re it.
Why fool around with anyone else?
Sept 21, 2011 // PRCA North Alabama Chapter // Huntsville, Alabama
@davefletcher // TheMechanism.comSunday, September 25, 11
Sept 21, 2011 // PRCA North Alabama Chapter // Huntsville, Alabama
@davefletcher // TheMechanism.comSunday, September 25, 11
TAG, you’re it.
Ask Why.
Sept 21, 2011 // PRCA North Alabama Chapter // Huntsville, Alabama
@davefletcher // TheMechanism.comSunday, September 25, 11
Sept 21, 2011 // PRCA North Alabama Chapter // Huntsville, Alabama
@davefletcher // TheMechanism.comSunday, September 25, 11
Sept 21, 2011 // PRCA North Alabama Chapter // Huntsville, Alabama
@davefletcher // TheMechanism.comSunday, September 25, 11
Color
Sept 21, 2011 // PRCA North Alabama Chapter // Huntsville, Alabama
@davefletcher // TheMechanism.comSunday, September 25, 11
Color
Stimulates Senses
Sept 21, 2011 // PRCA North Alabama Chapter // Huntsville, Alabama
@davefletcher // TheMechanism.comSunday, September 25, 11
Color
Stimulates Senses
Aids Memory Recall
Sept 21, 2011 // PRCA North Alabama Chapter // Huntsville, Alabama
@davefletcher // TheMechanism.comSunday, September 25, 11
Color
Stimulates Senses
Aids Memory Recall
Conveys Promise
Sept 21, 2011 // PRCA North Alabama Chapter // Huntsville, Alabama
@davefletcher // TheMechanism.comSunday, September 25, 11
COOL
HARD
SOFT
WARM
Sept 21, 2011 // PRCA North Alabama Chapter // Huntsville, Alabama
@davefletcher // TheMechanism.comSunday, September 25, 11
COOL
HARD
SOFT
WARM
Sept 21, 2011 // PRCA North Alabama Chapter // Huntsville, Alabama
@davefletcher // TheMechanism.comSunday, September 25, 11
Sept 21, 2011 // PRCA North Alabama Chapter // Huntsville, Alabama
@davefletcher // TheMechanism.comSunday, September 25, 11
Sunday, September 25, 11
Sunday, September 25, 11
Sunday, September 25, 11
Sunday, September 25, 11
Sunday, September 25, 11
Imagery
Represents Brand
Focuses Identity
Campaign Based
Sept 21, 2011 // PRCA North Alabama Chapter // Huntsville, Alabama
@davefletcher // TheMechanism.comSunday, September 25, 11
Sept 21, 2011 // PRCA North Alabama Chapter // Huntsville, Alabama
@davefletcher // TheMechanism.comSunday, September 25, 11
Sept 21, 2011 // PRCA North Alabama Chapter // Huntsville, Alabama
@davefletcher // TheMechanism.comSunday, September 25, 11
Sept 21, 2011 // PRCA North Alabama Chapter // Huntsville, Alabama
@davefletcher // TheMechanism.comSunday, September 25, 11
Sept 21, 2011 // PRCA North Alabama Chapter // Huntsville, Alabama
@davefletcher // TheMechanism.comSunday, September 25, 11
Sept 21, 2011 // PRCA North Alabama Chapter // Huntsville, Alabama
@davefletcher // TheMechanism.com
http://www.youtube.com/watch?v=KR4dxPISegY
[Virgin Airlines Safety Video]
Sunday, September 25, 11
Sept 21, 2011 // PRCA North Alabama Chapter // Huntsville, Alabama
@davefletcher // TheMechanism.comSunday, September 25, 11
Logo
Sept 21, 2011 // PRCA North Alabama Chapter // Huntsville, Alabama
@davefletcher // TheMechanism.comSunday, September 25, 11
Logo
Instant Recognition
Sept 21, 2011 // PRCA North Alabama Chapter // Huntsville, Alabama
@davefletcher // TheMechanism.comSunday, September 25, 11
Logo
Instant Recognition
Purely Graphic ... or
Sept 21, 2011 // PRCA North Alabama Chapter // Huntsville, Alabama
@davefletcher // TheMechanism.comSunday, September 25, 11
Logo
Instant Recognition
Purely Graphic ... or
Typographic
Sept 21, 2011 // PRCA North Alabama Chapter // Huntsville, Alabama
@davefletcher // TheMechanism.comSunday, September 25, 11
Sunday, September 25, 11
Sept 21, 2011 // PRCA North Alabama Chapter // Huntsville, Alabama
@davefletcher // TheMechanism.comSunday, September 25, 11
Sunday, September 25, 11
Sunday, September 25, 11
Sunday, September 25, 11
Sunday, September 25, 11
Sept 21, 2011 // PRCA North Alabama Chapter // Huntsville, Alabama
@davefletcher // TheMechanism.comSunday, September 25, 11
Sunday, September 25, 11
Sunday, September 25, 11
Sunday, September 25, 11
Sunday, September 25, 11
Brand Equity
Sept 21, 2011 // PRCA North Alabama Chapter // Huntsville, Alabama
@davefletcher // TheMechanism.comSunday, September 25, 11
Brand Equity
Sept 21, 2011 // PRCA North Alabama Chapter // Huntsville, Alabama
@davefletcher // TheMechanism.comSunday, September 25, 11
Sept 21, 2011 // PRCA North Alabama Chapter // Huntsville, Alabama
@davefletcher // TheMechanism.com
http://www.youtube.com/watch?v=ykjrD_8anyw
[Sony Ericsson Ray]
Sunday, September 25, 11
THANKS FOR COMING
Sept 21, 2011 // PRCA North Alabama Chapter // Huntsville, Alabama
@davefletcher // TheMechanism.comSunday, September 25, 11
Sept 21, 2011 // PRCA North Alabama Chapter // Huntsville, Alabama
@davefletcher // TheMechanism.comSunday, September 25, 11