Building a brand
Storytelling & branding
from scratch
Tine Thygesen
@tahitahi

Entrepreneur, mobile, champagne, internet, marketeer, brand builder
Nice to meet you, my
name is Tine Thygesen
/ @tahitahi

Ads don’t work
the way they used to
People are skilled at ignoring marketing,
inundated with messaging and and rarely change
their mind.

A brand is the ultimate only amplifier
Clear purpose to communicate
Advertising, social etc
Guides own media
Awareness
Convert customer into fans
Earned media
word of mouth
Loyalty
&

Branding is not advertising, social media, nor design.
It’s trust, relationship, delivery, values
Brand = Soul

What you do, how you talk, how you treat people, your tone, who you hire,
service level, feel, design, logo, what you stand for, your goals, how you look
A brand is not what you say. It’s
what others say about you.

People want
stories

Moleskine: cult notebooks used by Picasso and Hemingway
(but invented in 1997)
Sell things that money can’t buy

m
o
w
fi
s
t
+Identity: design, words
+Essence: Values, stories
+Position
creating your own
secret
sauce

Identify your worldview. Target people who
already agree with you
Airbnb “Belong Anywhere” talks to people who see
themselves as authentic + explorers

Enable and
encourage
others to tell
their version of
your story.
Turtle selfie on
Visit Australia’s
Instagram:
Source:
instagram.com/Australia
61KBrand
ambassadors
have twice the
clout you have

You don’t sell what you think you sell
There are only six things
sellable in the world
Money
Time
Ego (status)
Sex
Security

Iceland sells ego
Target: People whose self perception match nature, adventure & off-the-beaten path

Florida sells time
Target: People in need of a break & quality time

Red Bull sells ego
Target: People who want to feel cool, young and on-the-beat

-Location
-Prior behaviour
-Timing
-Weather
-Profile
Strong brand connection
requires a feeling of
“you understand me”
Timing & Context = relevance

Consistent and relevant
communication on mobile differs
from web. Key words here are not
unique and quality.
But timing & relevance.

Denmark.
‘Mobile
Devices
2011ʹ′
by
TNS
Gallup
Getting people to
share is hard
relevance is your best bet
Achievement
Pride
Truly helpful
How i want to be seen

m
o
w
fi
s
t
Practical
tips

Pictures communicate stronger
than words

"I am rather a fan of Everplaces, I've been
longing for an app that does exactly this,
since before the smart phone
was invented.”
Alaina, USA
Emotion is more memorable then facts

Tell stories.
no science or
marketing-speak
Take out 50% of the words.

Finally, the
most
advanced of
story telling
tests:

The grandmother test
The ultimate nonsense
detection machines
Does your grandmother
get what you do?

Tine Thygesen
@tahitahi
colego.com
Thank you
Get the slides + startups tips on
www.TineThygesen.com

‣ Visit Florida http://uat.visitflorida.com/en-us.html
‣ Iceland tourism authority
‣ Coca Cola
‣ Tourism Australia
Molestkine
‣ http://2.bp.blogspot.com/-lk7zZycVjpE/U3tfubD3ylI/AAAAAAAAOiE/qgfRknaQUuI/s1600/
Screenshot_2014-05-19-21-39-23.png
‣ Angelica Vargas, design
‣ http://pictures.4ever.eu/tag/20029/grandmother
Images and credits