View
215
Download
1
Category
Tags:
Preview:
Citation preview
1
MOVING YOUR IDEAS >> FORWARD >>
Michelle PujadasFounder, co-CEO
Zer0 to 5ive
Presentation at the Corzo Center/University of the Arts, November 17, 2011
2
Agenda
• Defining “brand”
• Creating a brand – Steps 0 to 5
• Brand success
• Interactive brand discussion
3
PRODUCTS ARE MADE IN THE FACTORY, BUT BRANDS ARE
CREATED IN THE MIND
- WALTER LANDOR
4
What Is A Brand?
BRANDthe comprehensive identity of a company,
product and/or service in the mind of the buyer
corporate product service
Brands Are One Way We Categorize Things
5
McDonalds
Fast foodKid-orientedGreat friesConvenientGreasy and fattening
6
What Do Brands Embrace?
• Name• Images – logo, spokesperson or mascot• Tagline• Audio jingle/special sound• Perceptions – based on brand attributes• Experience – with the company/product itself• Message(s)• Medium• Pricing• Packaging
7
BRANDS ARE RECOGNIZABLE IN
MANY WAYS
What Brand?
8
What Brand?
9
10
What Brand?
“Takes a licking and keeps on ticking.”
What Brand?
11
What Brand?
12
13
CREATING A BRAND
Step 0
Define your brand (product or service)
1. What is it?
2. Who is it for?
14
Step 1
Describe your brand
1. Brand attributes
2. Brand personality
3. Functionality
15
Step 2
Name your brand – approaches (strongest to weakest*)
1. Invented
2. Arbitrary
3. Suggestive
4. Semi-descriptive
5. Descriptive
6. Generic
7. Family name
8. Initials
16
Pantone
Apple
Juicy
Microsoft
Gucci
BMW
*from Signature Strategies
Step 3
Position your brand
1. Positioning statement
2. Key brand messages
3. Brand promise
4. Tagline
17
For <buyers>
Who are dissatisfied with <key pain points/current market alternative>
Product/service is a <category> that provides <key benefit>
Unlike <primary competitive alternative>
Product/service provides <statement of primary differentiation>
Step 4
Design your brand
1. Logo
2. Color palette
3. Font choice
18
Step 5
Package your brand
1. Packaging/web site/SM
2. Brand experience
19
20
from Radiantbrands.com
Brand Touchpoints
21
BRANDS ARE SPECIFIC
Who Is Your Target?
22
From: We Are All Weird, by Seth Godinhttp://rkbookreviews.wordpress.com/category/marketing-trends/
What Defines Brand Success?
23
Helping the “poorest among the poor”
What Defines Brand Success?
24
At the time of her death, Mother Teresa's Missionaries of Charity had over 4,000 sisters, and
an associated brotherhood of 300 members, operating 610 missions in 123 countries.
Wikipedia
What Defines Brand Success?
25
What Defines Brand Success?
26
$17 Million Piece of Art
What Defines Brand Success?
27
What Defines Brand Success?
28
Sold Out 2011 Tech Conference 2,527 Twitter Followers
29
INTERACTIVE BRAND DISCUSSION
The Index Card
30
What Is Your Brand? What would you put on your index card?
What Does Your Brand Deliver?What Are The Brand Attributes You Want Associated With Your Brand?
Be Clear − Be Honest Show Uniqueness − Have A VoiceShare Your Vision − Show Emotion
THANK YOU!
michelle@0to5.com @pujadas
© Zer0 to 5ive 2011
Recommended