the lean brand: brand ≠ bullshit
DESCRIPTION
The Lean Brand is the first book to bring the rigor of lean startup principles to the marketing black box of branding. For the Launch Tour, hundreds of founders, intrapreneurs, and entrepreneurs came out in support of The Lean Brand all around the globe. In this presentation, Jeremiah Gardner and Brant Cooper share a new perspective on brand innovation and introduce you to the ideas in the book.TRANSCRIPT
BRAND ≠ BULLSHIT
@BrantCooper
#TheLeanBrand@JeremiahGardner
BRAND?WHAT IS A
t#TheLeanBrand @JeremiahGardner
A BRAND IS A RELATIONSHIP
t#TheLeanBrand @JeremiahGardner
ONE DIRECTION
LOGO, PALETTE, PROMISE
BRAND GENIUS
CONVENTIONALBRANDING
DOWNSTREAM
MANAGED BY
t#TheLeanBrand @JeremiahGardner
VALUEt#TheLeanBrand @JeremiahGardner
BRAND, MEET LEAN
t#TheLeanBrand @JeremiahGardner
t#TheLeanBrand @JeremiahGardner
INNOVATION
EXPERIMENTATION
VALIDATED LEARNING
LEANBRAND
THROUGH
MANAGED BY
“A ‘STARTUP’ IS A COMPANY THAT IS CONFUSED ABOUT - 1. WHAT ITS PRODUCT IS. 2. WHO ITS CUSTOMERS ARE. 3. HOW TO MAKE MONEY.”
~ Cuddly Bear (AKA Dave McClure)
t#TheLeanBrand @JeremiahGardner
BRANDING LEADS THE WAY EXISTING MARKET PROBLEM WELL UNDERSTOOD INNOVATION IMPROVES DIFFERENTIATION INCREMENTAL CHANGE
PRODUCT LEADS THE WAY UNKNOWN / NEW MARKET
PROBLEM NOT WELL UNDERSTOOD INNOVATION IS DRAMATIC
RADICAL CHANGE
INN
OVA
TIO
N S
PEC
TRU
M
WHERE ARE YOU?
t#TheLeanBrand @JeremiahGardner
VALUE STREAM MATRIXDISCOVER, TRACK, AND ITERATE YOUR VALUE STREAM
ORGANIZATION: PERSONA SEGMENT: DATE:
AWAREINTRIGUEDTRUSTINGCONVINCEDHOPEFULSATISFIEDPASSIONATE
ACQUISITIONFUNNELCONVERSIONMVPGROWTH ENGINE
Result:
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Organization Action Audience Action
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Version 1.0 | Copyright © 2014 Moves The Needle| All Rights Reserved | www.MovesTheNeedle.comFrom The Lean Brand | LeanBrandBook.com | #TheLeanBrand
Brant Cooper & Jeremiah GardnerDESIGNED BY:
VALUE STREAM
From The Lean Entrepreneur (Brant Cooper & Patrick Vlaskovits)t#TheLeanBrand @JeremiahGardner
HYPOTHESIS–DRIVENDEVELOPMENT
t#TheLeanBrand @JeremiahGardner
If we do X, Y% of people will behave in way Z.
t#TheLeanBrand @JeremiahGardner
t#TheLeanBrand @JeremiahGardner
MINIMUM VIABLE BRAND
t#TheLeanBrand @JeremiahGardner
t#TheLeanBrand @JeremiahGardner
t#TheLeanBrand @JeremiahGardner
INNOVATION =
t#TheLeanBrand @JeremiahGardner
http://leanbrandbook.com
FREE ARTWORK, CASE STUDIES, FREE CHAPTER
http://leanbrandlab.com
EVENTS, WORKSHOPS & LAB APPLICATION
GOODBYE, OLD-SCHOOL BRANDING.
HELLO, INNOVATION#TheLeanBrand @JeremiahGardner