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
