This document discusses key concepts for building an effective brand through positioning and differentiation. It emphasizes that brands need to start with identifying a unique territory in the market and claiming it through naming and messaging that cannot be replicated by others. The document also stresses that brands benefit from having identifiable origins and archetypes that give them folkloric meaning. Finally, it suggests adopting a "broken window theory of branding" to maintain a brand through constant attention.

1. Branding in 13 slides
and 10 minutes

2. Product people –
and even some CEOs –
often see branding as
needless ornament.

3. A brand is a skeleton key
that unlocks the castle
of differentiation.

4. Before you can build a
brand you need to create
your positioning.
Find the territory where
the market opening
aligns with your offering.
Name and claim it in
a way that’s yours
and no one else’s.

5. Brand Branding

6. Start-ups are fortunate –
you have identifiable DNA.
The same cannot be said
of Hormel Pepperoni minis,
which don’t even have
identifiable food.

7. Origin stories,
myths and
archetypes
give brands
folkloric
resonance
and meaning.

8. A brand is a skeleton key
that unlocks the castle
of differentiation
Take the evening bag,
leave the shopping bag.

9. After millions of years
of evolution, our
visual apparatus has
been reduced to the
stock photo.

10. Boredom is the
single easiest thing for
a group to agree on.

11. If you want
to make them
buy, first make
them think.

12. There are worse things in life
than death. Have you ever
spent an evening with an
insurance salesman?

13. Adopt the “Broken Window
Theory of Branding”.

14. Branding isn’t for wimps.

15. Oh, and it’s not
great for your
brand to take
a selfie at an
icon’s memorial
service funeral.
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Oh, and it’s not great
for your brand to take
a selfie at an icon’s
memorial service.

16. Thank You