Give Them Something to Believe In:The Value of Brand Authenticityin a Transparent SocietyIZZIE ZAHORIAN izziezahorian.com
Give Them Something to Believe In:The Value of Brand Authenticityin a Transparent Society
inspired by
Give Them Something to Believe In:The Value of Brand Authenticityin a Transparent Society
This presentation was created in Spring
2008 over the course of three months,
while interning at LPK Cincinnati
Huge thanks go out to Nathan Hendricks,
my friend and mentor, who approached
me with the project and allowed me to
share it with others
You can view the original presentation
over at vimeo.com IZ
WHAT A GUY!
THE OLD MODELOF BRANDING
PART ONE:
WHAT A GUY!
where it all startedthe birth of advertising
brief history of advertising
Companies needed a way to talkto their audience.
Y
IMPENETRABLE SHELL
brief history of advertising
Companies needed a way to talkto their audience.
Y
nobody could get in
brief history of advertising
Companies needed a way to talkto their audience.
Y
nothing could get out
brief history of advertising
Companies needed a way to talkto their audience.
WHATEVER a company wantsconsumers to know
complete control of brand image
WHAT A GUY!
what did it look like?most sensational ever!
brief history of advertising
Companies needed a way to talkto their audience.
WHAT A GUY!
the creative revolutionR.E.S.P.E.C.T.
Bill Bernbach
“I’ve got a great gimmick.
“I’ve got a great gimmick.
Let’s tell the truth.”
WHAT A GUY!
the Volkswagen Beetle before Bill Bernbach
WHAT A GUY!
The Volkswagen brand
had some issues:
WHAT A GUY!
Nazi car
The Volkswagen brand
had some issues:
Pretty ugly
Lawn mower-sized engine
Not luxury
WHAT A GUY!
VW emphasized reliability, quality, and low-cost maintenance.
Rather than promote themselves as a glamorous status symbol,
WHAT A GUY!
The ads were witty, honest, and humorous.
WHAT A GUY!
Bill’s insight was that people would be wooed
by ads which spoke to them in ways they always
wanted to be spoken to—
WHAT A GUY!
Bill’s insight was that people would be wooed
by ads which spoke to them in ways they always
wanted to be spoken to—intelligently.
WHAT A GUY!
People didn’t just want product
features shouted at them.
WHAT A GUY!
People didn’t just want product
features shouted at them.
They wanted the product story told
in a compelling and satisfying way.
WHAT A GUY!
Volkswagon didn’t try to be anything it wasn’t,
which appealed to consumers who valued
honesty and authenticity,
WHAT A GUY!
Volkswagon didn’t try to be anything it wasn’t,
which appealed to consumers who valued
honesty and authenticity,
and formed the sustainable base
of an extremely profitable brand.
WHAT A GUY!
2nd creative revolutionan experience they love
WHAT A GUY! combatting conformity, asserting originality
Chiat/Day for Apple
youtube.com
WHAT A GUY! engaging
gave consumers an experience they loved
entertaining
2nd Creative Revolution
WHAT A GUY!
like putting on a play
engaging
gave consumers an experience they loved
entertaining
2nd Creative Revolution
demonstrating, not telling
WHAT A GUY!
memorable play
WHAT A GUY!
memorable play happy, loyal customers
WHAT A GUY!
why these approaches don’t cut itgive them something real
WHAT A GUY! combatting conformity, asserting originality?
Remember that Apple ad?
WHAT A GUY! combatting conformity, asserting originality?
Remember that Apple ad?
youtube.com
WHAT A GUY! combatting conformity, asserting originality?
People don’t want an act.
Remember that Apple ad?
youtube.com
WHAT A GUY!
People want honesty.People want something real.
WHAT A GUY! harder to convince
probes their own truth
less likely to stay loyal
Today’s Consumer
WHAT A GUY! harder to convince
probes their own truth
less likely to stay loyal
cover all of your bases.
Today’s Consumer
Which is why it’s so important to
WHAT A GUY!
Nike
WHAT A GUY! is cool.
Nike
WHAT A GUY! is cool.
Nike
Provactive advertising
Stunning design
Cutting-edge ideas
WHAT A GUY!
Nike
WHAT A GUY! sucks.
Nike
WHAT A GUY! sucks.
Nike
What happened?
WHAT A GUY! was charged with abusive labor practices
in their overseas sweatshops.
Nike
WHAT A GUY!
People were outragedand Nike sales plummeted.
WHAT A GUY! are people bothering to probe?
Why
WHAT A GUY! are people bothering to probe?
isn’t sweet advertising good enough?
Why
WHAT A GUY!
It’s not about best, fanciest, or cheapest.Because
WHAT A GUY!
It’s not about best, fanciest, or cheapest.Because
It’s about meaning.
Give Them Something to Believe In:The Value of Brand Authenticityin a Transparent Society
I love these shoes.
I love these shoes. I must have these shoes.
I love these shoes. I must have these shoes.
But I’m not going to buy these shoes
I love these shoes. I must have these shoes.
But I’m not going to buy these shoes
because I know about this:
I love these shoes. I must have these shoes.
But I’m not going to buy these shoes
because I know about this:
And if I bought those shoes
I love these shoes. I must have these shoes.
But I’m not going to buy these shoes
because I know about this:
And if I bought those shoes
I would be supporting this
I love these shoes. I must have these shoes.
But I’m not going to buy these shoes
because I know about this:
And if I bought those shoes
I would be supporting this
And frankly, I don’t like what that says about me.
WHAT A GUY!
A NEW MODELOF BRANDING
PART TWO:
CONSUMERS
CONSUMERS
CONSUMERS
CONSUMERS
CONSUMERSCOMPANY
CONSUMERS
CONSUMERS
CONSUMERS
CONSUMERS
CONSUMERSCOMPANY
VALUES &BELIEFS
who trust and identifywith your brand
who trust and identifywith your brand
who trust and identifywith your brand
who trust and identifywith your brand
WHAT A GUY!
How to Build a Brand Culture
WHAT A GUY!
How to Build a Brand Culture
and who you want to reach.
Figure out who you are1
WHAT A GUY!
Realize you can’t be everybody’s
How to Build a Brand Culture
best friend.
and who you want to reach.
Figure out who you are1
2
WHAT A GUY!
Realize you can’t be everybody’s
How to Build a Brand Culture
best friend.
and who you want to reach.
Figure out who you are1
2
WHAT A GUY!
Realize you can’t be everybody’s
Do what you say you’re going to do.
Be who you say you are, inside and out.
Put your money where your mouth is.
How to Build a Brand Culture
best friend.
and who you want to reach.
Figure out who you are1
2
3
WHAT A GUY!
Don’t mess up.
Realize you can’t be everybody’s
Do what you say you’re going to do.
Be who you say you are, inside and out.
Put your money where your mouth is.
How to Build a Brand Culture
best friend.
and who you want to reach.
Figure out who you are1
2
3
4
WHAT A GUY!
Consistency builds trust.
Don’t mess up. Ever.
Realize you can’t be everybody’s
Do what you say you’re going to do.
Be who you say you are, inside and out.
Put your money where your mouth is.
How to Build a Brand Culture
best friend.
and who you want to reach.
Figure out who you are1
2
3
4
WHAT A GUY!
Consistency builds trust.
Don’t mess up. Ever.
Realize you can’t be everybody’s
Do what you say you’re going to do.
Be who you say you are, inside and out.
Put your money where your mouth is.
and make lots of money.
Feel good about yourself, attain a cult following,
How to Build a Brand Culture
best friend.
and who you want to reach.
Figure out who you are1
2
3
4
5
WHAT A GUY!
MUJI
“no-brand” strategy
free of agenda, doctrine, and “isms”
no classical marketing or advertising
WHAT A GUY!
MUJI
“no-brand” strategy
free of agenda, doctrine, and “isms”
streamlined production
reduced packaging
minimalist design
emphasis on recycling
no classical marketing or advertising
WHAT A GUY!
MUJI
“no-brand” strategy
free of agenda, doctrine, and “isms”
streamlined production
reduced packaging
minimalist design
emphasis on recycling
no classical marketing or advertising
“lower than usual” prices
WHAT A GUY!
MUJI
“no-brand” strategy
“Mujirers” describe the brand as a “way of life”
free of agenda, doctrine, and “isms”
streamlined production
reduced packaging
minimalist design
emphasis on recycling
no classical marketing or advertising
“lower than usual” prices
WHAT A GUY!
MUJI
“no-brand” strategy
success attributed to word of mouth
“Mujirers” describe the brand as a “way of life”
free of agenda, doctrine, and “isms”
streamlined production
reduced packaging
minimalist design
emphasis on recycling
no classical marketing or advertising
“lower than usual” prices
WHAT A GUY!
culture, self, and brands
WHAT A GUY!
culture, self, and brandsconsumer identity and the new model
HANG IN THERE!(this is when it gets deep)
WHAT A GUY! an ethos a worldview&
from which all action stems.
Each individual has
WHAT A GUY! an ethos a worldview&
from which all action stems.
Each individual has
everything you do, think, feeland
In other words,
WHAT A GUY! an ethos a worldview
everything you do, think, feeland
In other words,
is because of those two things.
WHAT A GUY! an ethos
an understanding of how we should act in the world
“moral code of conduct”
WHAT A GUY! an ethos
an worldview
an understanding of how we should act in the world
an individual’s perspective on how the world really is
“moral code of conduct”
“the way things work”
WHAT A GUY! an culture
the system that shapes ethos & worldview
WHAT A GUY! an culture
the system that shapes ethos & worldview
who you are
how you act
what you believe
WHAT A GUY! cultureso
WHAT A GUY! culture
identity
so plays a huge part in
an individual’s
and only be exposed to one culture.
Back in the day,
you could live your entire life
and only be exposed to one set of beliefs,
you could live your entire life
one set of values.
One lifestyle.
WHAT A GUY!
lifestyles,
careers, places to live, income levels.
philosophies, religious beliefs,
But today, in post-modern society,
we are exposed to a myriad of cultures,
WHAT A GUY!
lifestyles,
careers, places to live, income levels,
philosophies, religious beliefs,
And because
we are exposed to a myriad of cultures,
we have the opportunity to
actively create our own culture.
WHAT A GUY!
We build this culture (our identity)
out of symbolic units
WHAT A GUY!
career, music, fashion,
We build this culture (our identity)
out of symbolic units drawn from
religion,
WHAT A GUY!
career, music, fashion, religion,
andbrands.
We build this culture (our identity)
out of symbolic units drawn from
We’re all at different points in life in terms of
figuring out who we are and what we stand for,
WHAT A GUY!
We’re all at different points in life in terms of
figuring out who we are and what we stand for,
so buying things
serves different purposes
for different people.
WHAT A GUY!
Buying to Develop a Worldview
WHAT A GUY!
Buying to Develop a Worldview
I’m not the biggest advocate ever.”
“I’m gonna be completely honest.
WHAT A GUY!
Buying to Develop a Worldview
I’m not the biggest advocate ever.”
“I’m gonna be completely honest.
so we can save water together.”
“I conserve water by showering with my boyfriend
WHAT A GUY!
Buying to Develop a Worldview
WHAT A GUY!
Buying to Reinforce a Worldview
WHAT A GUY!
Buying to Reinforce a Worldview
(me)
WHAT A GUY!
Buying to Reinforce a Worldview
WHAT A GUY!
brands as meaningthe importance of values and authenticity
WHAT A GUY!
In the post-modern world,
brands create value, not just for
for the meanings they generate,
their products or services, but
WHAT A GUY!
In the post-modern world,
brands create value, not just for
for the meanings they generate,
their products or services, but
which people are then using
to represent themselves.
WHAT A GUY!
etnies
has transcended “brand” by building a “counterculture”
loyal following of skaters, bmx bikers, snowboarders, surfers, etc.
WHAT A GUY!
etnies
has transcended “brand” by building a “counterculture”
loyal following of skaters, bmx bikers, snowboarders, surfers, etc.
founded by Pierre Andre Senizergues
founded Sole Technology
built 40,000 sq ft skatepark for youth
name derived from “ethnic”—a nod to skating subculture
sponsors professional action sports athletes
huge presence at action sport events
WHAT A GUY!
etnies
has transcended “brand” by building a “counterculture”
etnies lives and breathes skating
loyal following of skaters, bmx bikers, snowboarders, surfers, etc.
founded by Pierre Andre Senizergues
founded Sole Technology
built 40,000 sq ft skatepark for youth
name derived from “ethnic”—a nod to skating subculture
sponsors professional action sports athletes
huge presence at action sport events
WHAT A GUY!
etnies
has transcended “brand” by building a “counterculture”
etnies lives and breathes skating
etnies is legit
loyal following of skaters, bmx bikers, snowboarders, surfers, etc.
founded by Pierre Andre Senizergues
founded Sole Technology
built 40,000 sq ft skatepark for youth
name derived from “ethnic”—a nod to skating subculture
sponsors professional action sports athletes
huge presence at action sport events
WHAT A GUY!
It’s crucial today for companies to understand
that it’s what their brand
and does in the world
believes in, stands for,
WHAT A GUY!
It’s crucial today for companies to understand
that it’s what their brand
and being judged . does in the world that’sby consumers.
believes in, stands for,
WHAT A GUY!
WHAT A GUY!
Quality Products Quality Products
WHAT A GUY!
Quality Products Quality Products
More Expensive Less Expensive
WHAT A GUY!
Quality Products Quality Products
More Expensive Less Expensive
Committed Customers Satisfied Customers
WHAT A GUY!
Quality Products Quality Products
More Expensive Less Expensive
Committed Customers Satisfied Customers
Donates to Environmental Causes
WHAT A GUY!
Quality Products Quality Products
More Expensive Less Expensive
Committed Customers Satisfied Customers
Donates to Environmental Causes
Gives Employees Surfing Breaks
WHAT A GUY!
Quality Products Quality Products
More Expensive Less Expensive
Committed Customers Satisfied Customers
Donates to Environmental Causes
Gives Employees Surfing Breaks
Founded by Yvon Chouinard
WHAT A GUY!
It’s not that Columbia has the wrong meaning,
WHAT A GUY!
It’s not that Columbia has the wrong meaning,
it’s that Patagonia has more of the right one
WHAT A GUY!
In choosing Patagonia over Columbia, the consumer is saying:
“I believe in many of the same things Patagonia believes in
and I am using Patagonia as an expression of who I am.”
WHAT A GUY!
building a brand cultureuniting employees with purpose
WHAT A GUY! is not how the outside world sees them.Often times, a company’s biggest problem
WHAT A GUY! is not how the outside world sees them.Often times, a company’s biggest problem
Often times, it’s a disorganized, uninspired work culture.
WHAT A GUY! with everyone pulling in the same direction for the same reasons.Unfortunately, it’s rare for a company to be unified,
WHAT A GUY! with everyone pulling in the same direction for the same reasons.Unfortunately, it’s rare for a company to be unified,
Sometimes, there isn’t a strong, clear set of core values,
so employees feel adrift and without purpose:
WHAT A GUY! with everyone pulling in the same direction for the same reasons.Unfortunately, it’s rare for a company to be unified,
Sometimes, there isn’t a strong, clear set of core values,
so employees feel adrift and without purpose:
so employees feel demoralized and become cynical:
Sometimes, there are clear values, but the company isn’t living them,
WHAT A GUY! starts with its internal dynamics,A company’s monetary performance
WHAT A GUY! starts with its internal dynamics,A company’s monetary performance
which is why it’s so important tocenter around a strong internal truth,
VALUES &BELIEFS
COMPANY
WHAT A GUY! starts with its internal dynamics,A company’s monetary performance
which is why it’s so important tocenter around a strong internal truth,
rather than a manufactured image:
VALUES &BELIEFS
COMPANY
WHAT A GUY!
every decision is guided by “our credo” (since 1943)
a company that lives its brand values
WHAT A GUY!
every decision is guided by “our credo” (since 1943)
Their number one priority is the welfare of doctors, nurses,
patients, mothers, fathers, and all who use their products.
a company that lives its brand values
WHAT A GUY!
every decision is guided by “our credo” (since 1943)
Their number one priority is the welfare of doctors, nurses,
patients, mothers, fathers, and all who use their products.
People first, property second.
a company that lives its brand values
WHAT A GUY!
every decision is guided by “our credo” (since 1943)
Their number one priority is the welfare of doctors, nurses,
patients, mothers, fathers, and all who use their products.
People first, property second.
Kids N Fitness (CA), Love and Life Foundation (Honduras),
Kick Start Farms (Kenya), Circle of Care Mental Health (Malaysia)
+ environmental initiatives
a company that lives its brand values
every decision is guided by “our credo” (since 1943)
Their number one priority is the welfare of doctors, nurses,
patients, mothers, fathers, and all who use their products.
People first, property second.
Kids N Fitness (CA), Love and Life Foundation (Honduras),
Kick Start Farms (Kenya), Circle of Care Mental Health (Malaysia)
+ environmental initiatives
while creating fruitful, deep-rooted consumer relationships.
Strong brand values simultaneously attract and sustain employees
a company that lives its brand values
SO
If you want totake your companyto the next level,
If you want totake your companyto the next level,
If you want totranscend brand loyalty andattain a cult-like following,
You must realize thatbranding is no longer in the handsof the marketing department.
You must realize thatbranding is no longer in the handsof the marketing department.
You must accept thatconsumers can and will find outabout all of your dirty secrets.
You must realize thatbranding is no longer in the handsof the marketing department.
You must accept thatconsumers can and will find outabout all of your dirty secrets.
You mustmake fundamental changes tothe very core of your company.
Your brand mustdevelop an ethos and worldview todrive your company’s every action,
Your brand mustdevelop an ethos and worldview todrive your company’s every action,
build a culture rooted in thevery heart of your organization,
Your brand mustdevelop an ethos and worldview todrive your company’s every action,
build a culture rooted in thevery heart of your organization,
unite employees in a commonpurpose and vision,
Your brand mustdevelop an ethos and worldview todrive your company’s every action,
build a culture rooted in thevery heart of your organization,
unite employees in a commonpurpose and vision,
define brand values and live themin each and every decision you make.
And if your brand’sinternal and external behaviorconsistently and perpetually alignswith your brand purpose,
And if your brand’sinternal and external behaviorconsistently and perpetually alignswith your brand purpose,
Your brand willengage consumers in a deep andmeaningful relationship,
and your brand will experience
and your brand will experience
the most PROFITABLEFANATICALIMPASSIONEDCONSUMER LOYALTY
and your brand will experience
it has ever seen.
the most PROFITABLEFANATICALIMPASSIONEDCONSUMER LOYALTY
and your brand will experience
it has ever seen.
the most PROFITABLEFANATICALIMPASSIONEDCONSUMER LOYALTY
and your brand will experience
it has ever seen.
the most PROFITABLEFANATICALIMPASSIONEDCONSUMER LOYALTY
and your brand will experience
it has ever seen.
the most PROFITABLEFANATICALIMPASSIONEDCONSUMER LOYALTY
Give Them Something to Believe In:The Value of Brand Authenticityin a Transparent Society
IZZIE ZAHORIAN izziezahorian.com
Thank you.
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