modern brands v1
Post on 17-Oct-2014
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The presentation that Adrian and Rob gave at Planningness in San Francisco. Was used to kick off a worksession to create new marketing tools.TRANSCRIPT
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Modern branding
October17, 2009
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© Z
eus
Jone
s 20
09
The top 10 marketing and advertising books.
As voted by readers of Advertising Age.
March 2, 2009
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Many of them are over 40 years old.
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© Z
eus
Jone
s 20
09
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Eight of them were written before Google started selling ads.
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© Z
eus
Jone
s 20
09
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A (classic) brand is simply a collection of perceptions in the mind of the consumer.
Paul Feldwick - 1991
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Brand building through imagery.
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From the Flickr of Pink Ponk
Brands built using communications.
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From the Flickr of
From the Flickr of
Branding solves communications problems.
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A (modern) brand is... simply the sum of the great ideas used to build that brand.
John Grant - 2006
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From the Flickr of Justin Case
Brand building through actual experience.
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From the Flickr of jurek d
Brands built through interactions.
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Branding improved by more interactions.
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Brand Innovation Manifesto - John Grant
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Modern branding isn’t taught in books it’s being created in the market.
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Fallon | Minneapolis
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ual12243v1_Continents_WSJ.indd
01.19.06 3:17 PM
Jamie Caliri
Stephanie Samalis
Bob Barrie
Stuart D’Rozario
Paul Morita
Kelly Yaremchuk
Shawn Smith
Stuart D’Rozario
Ryan Van Haaften
Art Director:
Writer:
Producer:
Art Buyer:
United
ual12243
n/a
13.86 x 21.14
none
FP 4C
WSJ
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Helvetica Neue 45 and 55Arial and Arial Black for marks and slug
Project Manager:
Ink Colors:Group Head:
Account Executive:
C-11 (coming out of) — Continents
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13.86 in
21.14 in
Fallon | Minneapolis
Client:
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ual12243v1_Balloon_WSJ.indd
01.19.06 3:17 PM
Jamie Caliri
Stephanie Samalis
Bob Barrie
Stuart D’Rozario
Paul Morita
Kelly Yaremchuk
Shawn Smith
Stuart D’Rozario
Ryan Van Haaften
Art Director:
Writer:
Producer:
Art Buyer:
United
ual12243
n/a
13.86 x 21.14
none
FP 4C
WSJ
CMYK
Helvetica Neue 45 and 55Arial and Arial Black for marks and slug
Project Manager:
Ink Colors:Group Head:
Account Executive:
C-11 (coming out of) — Balloon
1
Artist:
13.86 in
21.14 in
Fallon | Minneapolis
Client:
Job #:
File Name:
Description:
Rev. Date/Time:
Bleed:
Trim:
Live:
Media:
Fonts:
Publications: Issue: Ext:
Production Artist:
Gutter allowance:
ual12243v1_Pencil _WSJ.indd
01.19.06 3:17 PM
Jamie Caliri
Stephanie Samalis
Bob Barrie
Stuart D’Rozario
Paul Morita
Kelly Yaremchuk
Shawn Smith
Stuart D’Rozario
Ryan Van Haaften
Art Director:
Writer:
Producer:
Art Buyer:
United
ual12243
n/a
13.86 x 21.14
none
FP 4C
WSJ
CMYK
Helvetica Neue 45 and 55Arial and Arial Black for marks and slug
Project Manager:
Ink Colors:Group Head:
Account Executive:
C-11 (coming out of) — Pencil
3
Artist:
13.86 in
21.14 in
It’s time to fly.
Fallon | Minneapolis
Client:
Job #:
File Name:
Description:
Rev. Date/Time:
Bleed:
Trim:
Live:
Media:
Fonts:
Publications: Issue: Ext:
Production Artist:
Gutter allowance:
ual12243v1_SilverBirds_WSJ.indd
01.19.06 3:17 PM
Jamie Caliri
Stephanie Samalis
Bob Barrie
Stuart D’Rozario
Paul Morita
Kelly Yaremchuk
Shawn Smith
Stuart D’Rozario
Ryan Van Haaften
Art Director:
Writer:
Producer:
Art Buyer:
United
ual12243
n/a
13.86 x 21.14
none
FP 4C
WSJ
CMYK
Helvetica Neue 45 and 55Arial and Arial Black for marks and slug
Project Manager:
Ink Colors:Group Head:
Account Executive:
C-11 (coming out of) — SilverBirds
5
Artist:
13.86 in
21.14 in
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Modern brands aren’t built through communications.
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Modern brands are defined by what they do.
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Modern brands aren’t built around a promise, they’re built around a belief.
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Modern brand strength is built by sticking to your beliefs not by opening your wallet.
From the Flickr of niznoz
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Modern brands live in the hearts of your employees not in the minds of your customers.
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Modern brand strategy is an HR discipline.
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The differences between modern brands and classic brands are profound.
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Classic brands
Delivering a promise
Internal structure
Singular consistent messages
Communicate an image
Trust through authority
Strive for perfection
Controlling
Marketing as a layer
Create a transactional relationship
Modern brands
Guided by a purpose
Internal culture
Multiple coherent ideas
Deliver an experience
Trust through transparency
Progress by iterating
Empowering
Marketing is built-in
Create a community
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Workshop
Create your tool
Write some supporting documentation
Show an example of it in use
List all your team members
Present back to the group
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Thank you.
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