A short talk I gave at a Deepspace event to generate discussion around the kinds of people we need to build modern brands.

1. Modern Branding.
September 23, 2008

2. “A brand is simply a collection of perceptions in the
mind of the consumer.”
Paul Feldwick - 1991

3. “A brand is... simply the sum of the great ideas used
to build that brand.”
John Grant - 2006

4. Feldwick’s brands are built through imagery.

5. From the Flickr of Victor V
Grant’s brands are built through experience.

6. From the Flickr of Pink Ponk
Feldwick’s brands are products of communications.

7. Designed to compensate for its problems.

8. Disposable
Surgically
targeted
Carefully
measured dose
Administered
by experts
Sharpened to cut
through the
clutter
Focused down
to a single point
Carefully
chosen
ingredients
From the Flickr of streetpreacher83

10. From the Flickr of jurek d
Grant’s brands are products of a conversation.

11. Made stronger by more conversation.

12. Organically
Living
grown Spread far and
wide
A collaboration
with company
and customer
Designed to
appeal
A range of
different ideas
Multi-
dimensional
From the Flickr of SplogdusMaximus

13. Brand Innovation Manifesto - John Grant

14. From the Flickr of *Gabisa Montonia

15. From the Flickr of Louis Beche
Branding used to be about keeping things tidy.

16. From the Flickr of mark knol
Branding is now about managing complexity.

17. Can you create a different product with the
same processes?

18. Can you create a different product with the
same disciplines?

19. Can you create a different product with the
same people?

20. From the Flickr of benrybobenry
Experience can be more of a hindrance than a help.

21. From the Flickr of SplogdusMaximus

22. From the Flickr of moriza
Are our customers better at branding than us?

23. Let’s talk.
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