jacob wright's 'growth through branding' @ minibarcamp 2013
DESCRIPTION
TRANSCRIPT
22nd August 2013Minibar Camp
What is a brand and why you need one
1
2nd July 2013Mother London
Put your hands in the air if you love advertising
2
2nd July 2013Mother London
“They’re brand consultants and iPad DJs”
3
2nd July 2013Mother London
Contents
4
2nd July 2013Mother London
Contents
5
Why
2nd July 2013Mother London
Contents
6
Why What
2nd July 2013Mother London
Contents
7
Why What How
2nd July 2013Mother London
Why
8
2nd July 2013Mother London
Why
9
2nd July 2013Mother London
Why
10
2nd July 2013Mother London 11
1 in 6 Americans believe Barack Obama is a Muslim.
Why
2nd July 2013Mother London 12
Why
2nd July 2013Mother London
Why
13
2nd July 2013Mother London
Why
14
10 petaflops20W
10 petaflops8,000,000W
2nd July 2013Mother London
Why branding is important
1. It generates value
2. It puts you in control
3. It’s about heuristics - the way humans make decisions
15
2nd July 2013Mother London
Not
16
A brand isn’t just your name or logo. It’s the thing that they all spring from. The expression of who you are as a business (the epitaph that you’d like on its gravestone?)
2nd July 2013Mother London
What
17
Purpose
Values
Style
Identity
2nd July 2013Mother London
What
18
Purpose
Values
Style
Identity
Products
Marketing
Logo
Personnel
Services
Name
2nd July 2013Mother London
What
19
Purpose
Values
Style
Identity
Repatriation
2nd July 2013Mother London
What
20
To bring inspiration and innovation to every athlete* in the world.
*"If you have a body, you are an athlete."
Gives men the edge in the mating game
Gives you wings
To organize the world's information and make it universally accessible to the
world
2nd July 2013Mother London
How
21
Purpose
Values
Style
Identity
BE AUTHENTIC
BE UNIQUE
BE SALIENT
2nd July 2013Mother London
How - purpose and values
22
If you are authentic in your decisions you will built a sense of trust and integrity around your business as it grows.
2nd July 2013Mother London
How - Purpose and Values
23
Why are you doing what you’re doing (other than to make money)?
What would you never compromise on (even if it cost you money)?
2nd July 2013Mother London
How Not
24
2nd July 2013Mother London
Fluff
“Be a leading global company leveraging the power of innovation to realize an information society friendly to humans and the earth.”
25
2nd July 2013Mother London
How - style
26
Whatever you’re selling, if you do it in a unique style people will remember the product and service. If you also do it well,
they will keep coming back.
2nd July 2013Mother London
How - style
27
2nd July 2013Mother London
How - style
28
2nd July 2013Mother London
How - identity
Salient names and logos are those that are memorable but also conceptually linked to the category of product or service they provide. The more salient your name and logo, the better they will aid
awareness and therefore early growth.
29
2nd July 2013Mother London
How
30
2nd July 2013Mother London
How not
31
2nd July 2013Mother London
How not
32
2nd July 2013Mother London
How not
Lazi.ly
Mediocrify
Chancr
33
2nd July 2013Mother London
The loyalty loop
34
Brand salience
Brand style
2nd July 2013Mother London
Summary
Why
Brands are important because they reflect the way people think about the world, and as such give multiple benefits to companies of any size who can define them clearly.
What
A brand is a statement of your company’s personality and identity, not just a logo. Think about purpose, values, style and identity and how to form them into a coherent whole.
How
Be authentic, unique and salient in your choices. For companies at your stage a salient brand name and a unique brand personality are the most cost-effective marketing you can have.
35