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Building A Brand in 20 Minutes

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Building A Brand in 20 Minutes

  1. 1. S E P T E M B E R 2 5 , 2 0 1 7 Building A Brand in 20 Minutes
  2. 2. Where’s the brand in this picture? Where is “The Brand?” ? ? The Brand is out here. In the hearts and minds of the audience.
  3. 3. What’s A Brand? • The world’s collective emotional response • Envelope for your product’s rational benefits • Emotional value proposition, guides people toward or away from what you’re selling • Sound squishy? 3
  4. 4. Brand Value Is Real • Disclose the recipe. • Destroy the factories. • Fire the team. • Rip up the contracts. • Burn every hard asset of the Coca-Cola Company. Borrow $79.2B against value of brand. Rebuild it all.
  5. 5. INBOUND15 So is brand failure. 5 If you don’t create a brand for the market, the market creates a brand for you. DOUCHEBAG
  6. 6. “OK. So What Do I Do?” REFLECT ON YOUR CUSTOMER SIMPLIFY YOUR PROMISE DELIVER IT CONSISTENTLY
  7. 7. Not The Persona. The Person. PERSONA PERSON
  8. 8. Questions 1. Who is she? 2. What does she care about? 3. What does she really want? 4. Why does she want that? 5. How does she feel when she gets it?
  9. 9. We Use Emotion to Decide • Antonio Damasio, Neuroscientist • Studied seemingly normal people with a specific type of brain damage that made them unable to feel emotions. 9 • Something peculiar in common: they couldn’t make decisions.
  10. 10. Human Truth = Brand Truth If you want to change what someone does, you need to change what they feel, and not just what they think.
  11. 11. “OK. So What Do I Do?” REFLECT ON YOUR CUSTOMER SIMPLIFY YOUR PROMISE DELIVER IT CONSISTENTLY
  12. 12. How We Absorb A New Idea * 15 seconds 15 minutes * 8
  13. 13. We Simplify The World 13 badasssuccess cool racist rocket man
  14. 14. What Is The First Idea You Want To Own? Is it Simple? Can you remember it? Is it True? Do those who know agree? Is it Relevant? Does the target care? Is it Motivating? Will it affect behavior? Is it Distinct? From what everyone else says? 14
  15. 15. “Stain Fighting Power”
  16. 16. “OK. So What Do I Do?” REFLECT ON YOUR CUSTOMER SIMPLIFY YOUR PROMISE DELIVER IT CONSISTENTLY
  17. 17. Consistency Begets Liking = = ✗ ✔
  18. 18. Repetition Breaks Through Volvo = Safety
  19. 19. How It Works
  20. 20. How It Works “Being on the road sucks… I feel and look like shit, I really need to get my act together.” Affluent, middle-aged business traveler
  21. 21. Westin “Be Well” Program “Play Well” “Work Well” “Feel Well” “Sleep Well” “Eat Well” “Move Well”
  22. 22. Grounding In Substance • If your product sucks, your brand will not save you. • Brands live on the emotional plane of customer experience. Cannot contradict the rational plane. • Built on foundation of executive leadership, customer understanding, insight on potential to add emotional value, and product quality.
  23. 23. Highlights 1. Your brand is out there, in people’s hearts and minds. 2. It works on the emotional plane that drives human behavior. 3. It has more substance, power, and value than you realize. 4. To build it, start by thinking of your “Target” as a person. 5. Simplify down to a true, relevant, motivating, distinct idea. 6. Deliver that idea – consistently and relentlessly – everywhere.
  24. 24. Thanks.

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