Embed Size (px)
DESCRIPTION
Explores the essentials of brand building from the perspective of Scott Hauman, Director, Brand Strategy at Daggerfin.
Citation preview
Branding unmasked.
U-M Center for Entrepreneurship // February 2010
Branding unmasked // Scott Hauman, Director, Brand Strategy, Daggerfin February 2010
Branding unmasked // Scott Hauman, Director, Brand Strategy, Daggerfin February 2010
Branding unmasked // Scott Hauman, Director, Brand Strategy, Daggerfin February 2010
Branding unmasked // Scott Hauman, Director, Brand Strategy, Daggerfin February 2010
Branding unmasked // Scott Hauman, Director, Brand Strategy, Daggerfin February 2010
Branding unmasked // Scott Hauman, Director, Brand Strategy, Daggerfin February 2010
Branding unmasked // Scott Hauman, Director, Brand Strategy, Daggerfin February 2010
FACT: Your brand isn't what you say it is—it's what they say it is.
Branding unmasked // Scott Hauman, Director, Brand Strategy, Daggerfin February 2010
How do you get them to talk about you? Radical differentiation.
Branding unmasked // Scott Hauman, Director, Brand Strategy, Daggerfin February 2010
The Twin Hurdles: 1. Relentless Speed 2. Extreme Clutter
Branding unmasked // Scott Hauman, Director, Brand Strategy, Daggerfin February 2010
Our brand is the only ______ that ______.
For example: Cirque du Soleil is the only circus that combines acrobatics with theatre
Branding unmasked // Scott Hauman, Director, Brand Strategy, Daggerfin February 2010
Radical differentiation fosters innovation and design thinking.
Branding unmasked // Scott Hauman, Director, Brand Strategy, Daggerfin February 2010
Through effective storytelling you can build a Charismatic Brand.
Branding unmasked // Scott Hauman, Director, Brand Strategy, Daggerfin February 2010
MYTH: The marketer has two choices: to say something different from competitors or to say the same thing differently.
Branding unmasked // Scott Hauman, Director, Brand Strategy, Daggerfin February 2010
There really are six ways in which a brand can be positioned.
Branding unmasked // Scott Hauman, Director, Brand Strategy, Daggerfin February 2010
Iconography
A-ribute
BenefitSpace
Reason
Values
Iconography: The images and symbolic representations associated with the brand. Attribute: The qualities or characteristics inherent in or ascribed to the brand. Benefit: The advantages or gains provided by the brand. Space: Territories where the brand intends a presence. Reason: The basis or motive for the brand. Values: The ideals, customs, institutions, etc., of a brand.
6 The
Branding unmasked // Scott Hauman, Director, Brand Strategy, Daggerfin February 2010
When everyone zigs, zag. - Marty Neumeier
Branding unmasked // Scott Hauman, Director, Brand Strategy, Daggerfin February 2010
Q and A
U-M Center for Entrepreneurship // February 2010
Scott Hauman Director, Brand Strategy Daggerfin
@twitter/scotthauman linkedin.com/in/shauman [email protected]
Bio With more than 15 years of experience in both agency and client environments, Scott helps companies transform their brands to take advantage of what lies ahead through the seamless integration of strategy, design, media, marketing and research. His corporate and product branding experience includes category leaders such as AlixPartners, La-Z-Boy, Certified Angus Beef, NuStep, Terumo CVS, Urban Science, Federal-Mogul, Ben&Jerry’s, Chrysler Financial, Yale University and the University of Michigan.
![[Shinobi] Bleach - Ulquiorra UNMASKED](https://img.pdfslide.net/doc/110x75/568c51f01a28ab4916b4b8ab/shinobi-bleach-ulquiorra-unmasked.jpg)
