It´s a brief idea of branding, and how branding it´s different and in consulting firms more important than marketing

1. Branding 101
cre4ting THE brand
S

2. When I say
Justin
Timberlake, w
hat one word
comes to
mind?
O

3. SINGER

4. RICH

5. CELEBRITY

6. SEXY

7. performer
musician
dancer
entertainer

8. AND…

9. What’s that got to do with marketing?
People bought, they overpaid and where happy they did.Justin Timberlake did not have to sell one thingTimberlake is the essence of the law of attraction.
His customers are his fans.

10. Cre4ting Well-defined Brands
Consistent experience
BASIC stuff

12. BASICS
Brand
Promise= Consumer
Experience+ BRAND
comunication
services
product
Positioning Statement

13. Needs that
are covered

14. What defines
our brand?

15. Where is our
brand?

16. Who´s Buying?

17. Experience

18. Positioning
Statement

19. BASICS
Positioning Statement
Experience What defines our brand?
Where is our brand?
Who’s
Buying?
Needs that
are covered

21. color

22. logo

23. typeface

24. sound

25. personality

26. fragance

27. claims

28. innovation

29. Brand
Color
Logo
Typeface
Fragance
Sound
Personality
Claims
Innovation

30. Cre4ting Lifestyle Brands
Converting consumers into fans
HARDCORE stuff

31. “There is nothing like a
sensational Brand to deliver
growing amounts of cash
over a long period of time”
Warren Buffet,
Berkshire Hathaway

32. Top 20 Lifestyle brands
1. Coca-Cola
2. Apple
3. IBM
4. Google
5. Microsoft
6. General Electric
7. McDonald’s
8. Intel
9. SAMSUNG
10. TOYOTA
11. Mercedes-Benz
12. BMW
13. DISNEY
14. CISCO
15. Hewlett Packard
16. Gillette
17. LOUIS VUITTON
18. ORACLE
19. NOKIA
20. amazon

33. Top Technology Brands
Apple
Google
Microsoft
Intel
Samsung
Hewlett
Packard
Dell
Xerox
Adobe

34. Top Business Services Brands
IBM
Cisco
Oracle
SAP
Accenture
Thomson Reuters

35. La única marca mexicana que figura
dentro de las mejores del mundo, en el
lugar 89.

36. EMOTION
EXPERIENCE
IRRATIONAL
BEHAVIOR
STICKY IDEA

37. EXPERIENCE

38. Entertainment

39. Educational

40. Aesthetic

41. Escapist

42. Entertainment Educational
Aesthetic Escapist
Passive
Participation
Active
Participation
Absorption
Immersion

43. RELIGIONS
vs
BRANDS

44. Clear vision
Storytelling
Ritual
Power over enemies
Ambience
Grandeur
Sense of being part / aspirational
Mistery
Icons

45. Collaborative customization
• Glasses / Gym / User
Transparent customization
• This stuff is useful to:
doctors, mailmen, housewife
Cosmetic customization
• Volaris name an airplane
Adaptive Customization
• Ambience, music, colors

47. DOPAMINE
= 2.5
SECONDS

48. SOMATIC
SHORCUT

49. MIRROR
NEURONS

50. insecurities

51. AUTHENTICITY

52. Irrational
Behavior

53. Fear of Loss

54. Commitment

55. Value
Attribution

56. Sticky idea
Simple
Unexpected
Concreteness
Credibility
Emotional  done!
Story  done!

57. Brand
Color
Logo
Typeface
Fragance
Sound
Personality
Claims
Innovation

58. EMOTION
EXPERIENCE
IRRATIONAL
BEHAVIOR
STICKY IDEA

59. Cre4ting The Ads
Advertising vs Branding
SELLING stuff

60. Brands Advertising

61. Not Today!

62. Cre4ting The Plan
You have to crawl before you walk
WORKING stuff

64. Gap
Touchpoints
ExperienceConsistence

65. carlos@sm4rt.com
S

66. BUYOLOGY & BRANDSENSE  MARTIN LINDSTROM
NEVER EAT ALONE & WHO’S GOT YOUR BACK  KEITH FERRAZI
HOW TO TALK TO ANYONE  LEIL LOWNDES
HOW TO MAKE ANYONE FALL IN LOVE WITH YOU IN 90 MINUTES  NICHOLAS
BOOTHMAN
THE ART OF SEDUCTION  ROBERT GREENE
THE GAME  NEIL STRAUSS
THE MISTERY METHOD  MISTERY
THE IRRESISTIBLE PULL OF IRRATIONAL BEHAVIOR  ORI & ROM BRAFMAN
MADE TO STICK  CHIP & DAN HEATH
THE BECKHAM EXPERIMENT  GRANT WHAL
PROFESSIONAL SERVICES MARKETING  MIKE SCHULTZ & JOHN E. DOERR
THE EXPERIENCE EFFECT  JIM JOSEPH
THE EXPERIENCE ECONOMY  JOSEPH PINE & JAMES GILMORE
REVELARSE VENDE  JOSEPH HEATH & ANDREW POTTER
DIOS, PATRIA Y COCA – COLA MIKE PENDERGAST
1001 TRUCOS PUBLICITARIOS  LUC DUPONT
LITTLE RED BOOK OF SALES ANSWERS  JEFFREY GITOMER’S
BLUE OCEAN STRATEGY  W. CHAN KIM & RENÉE MAUBORGNE