Defining a brand - Fall 2013

Wednesday, August 28, 13

Belmont EIS 2350Creative Entertainment Technologies

Defining a Brand

The obvious question:

WHAT IS A “BRAND”(and the less obvious “Why should I care?”)

What is a brand?Dictionary.com defines “brand” as: 1.! kind, grade, or make, as indicated by a stamp, trademark, or the like: the best brand of coffee.2.! a mark made by burning or otherwise, to indicate kind, grade, make, ownership, etc.3.! a mark formerly put upon criminals with a hot iron.4.! any mark of disgrace; stigma.5.! branding iron.6.! a kind or variety of something distinguished by some distinctive characteristic: The movie was filled with slapstick—a brand of humor he did not find funny.7.! a burning or partly burned piece of wood.8.! Archaic. a sword.9.! to label or mark with or as if with a brand.10.!to mark with disgrace or infamy; stigmatize.11.!to impress indelibly: The plane crash was branded on her mind.12.!to give a brand name to: branded merchandise.13.!to promote as a brand name.

What is a brand REALLY?

Identity.

Reputation.

Expectation.

Expectation.A Brand is simply a reputation. It’s what people say when you’re not in the room, and branding is the discipline of influencing that reputation. It is not reserved solely for the marketing department, but it is a company wide initiative and benefit.

And How Do I Create One?

Slogan

What’s in a name?

Some names are very “dot com”

What’s in a name?

Some names take common things and turn them into

new brands.

What’s in a name?

And some names are so good, they define an absolute category.

Lookin’ at Logos

Some images say it all.

Slogans: Name That Brand!

“The ultimate driving machine.”

“Melts in your mouth...”

“Breakfast of Champions”

“Think Different.”

“Let your fingers do the walking.”

Slogans: Some brands are smart enough to use their own names.

“Got ****?”

“Built **** Tough.”

“You’re in good hands with *******.”

“**, We bring good things to life.”

BONUS:

******, take me away!!!

Slogans can also be“audible”

Impressions - The more you see, hear, experiencesomething. The more easily you’re able to recall it in

the future.

It’s the reason BILLIONS are spent on Advertising annually(But More On That Later...)

LET’S TALK ABOUT ENTERTAINMENT BRANDS.

These brands are iconic.Wednesday, August 28, 13

... and of course Sports ...

These Brands are ICONIC

Because ofBRAND CONSISTENCY

AND A BIT ABOUT

Brands can be popular, but not necessarily iconic.

BRAND CONSISTENCY

Name that artist!

Album Titles = Slogans.Movie Taglines = Slogans

Entertainment SlogansMusic:

Titles = Slogans.

Titles = Slogans.Sgt. Pepper's Lonely Hearts Club Band

The Joshua Tree

Are You Experienced?

The Joshua Tree

Highway To Hell

The Joshua Tree

Highway To Hell

No Strings Attached

The Joshua Tree

Highway To Hell

No Strings Attached

Born To Run

The Joshua Tree

Highway To Hell

No Strings Attached

Born To Run

The Beatles

Jimi Hendrix

‘NSync

Bruce Springsteen

Movie Taglines

Who You Gonna Call?

Why So Serious?

Some Guys Just Can’t Handle Vegas

You’ll Never Go In The Water Again

Your Mind is the Scene of the Crime

Movie Taglines

Who You Gonna Call?

Why So Serious?

Some Guys Just Can’t Handle Vegas

You’ll Never Go In The Water Again

Your Mind is the Scene of the Crime

Ghostbusters

The Dark Knight

Hangover

Inception

Artists Using “Slogan”

“What?”“Okay”

“Uhhhh”“No Limit Soldier”

Who Comes Up With This Stuff?

You Do!Wednesday, August 28, 13

KNOW THYSELF.To Brand Others. You must first understand YOUR Brand

To know yourself is to understand your perspective on the World.

Once you understand YOURSELF you are able to justify the strategic decisions you make for yourself and those you serve.

- I totally wrote that

We Derive our Branding Ability from ourPERSONAL BRANDING

Personal Branding Consistency

BRAND CONSISTENCY DEFINED: An attempt to communicate the brand message in a way which doesn’t detract or wander away from the core brand proposition

Madonna Knows Herself.

Bono Knows Himself.

Do you know YOURSELF?

Elements of a personal brand:

This WILL be on the Branding TestWednesday, August 28, 13

Elements of a personal brand:Appearance

Personality traits

Psychological attributes

Personality traits

Spiritual views

Personality traits

Spiritual views

Political opinions

Personality traits

Spiritual views

Political opinions

Social associations

Personality traits

Spiritual views

Political opinions

Social associations

OccupationThis WILL be on the Branding Test

Personal Appearance

Personal AppearanceHow do you wear your hair?

Do you wear makeup? And if so, how much?

Clothes/shoe/fashion choices

Designer/Thrift?

Who cares?

Designer/Thrift?

Who cares?

Do you wear perfume/cologne?

Designer/Thrift?

Who cares?

Do you notice the choices of others?

Designer/Thrift?

Who cares?

Do you notice the choices of others?

Do you like the way you look?Wednesday, August 28, 13

Personality Traits

Introverted or Extroverted

Personality Traits

Camera shy or camera whore?

Personality Traits

Optimist or Pessimist

Personality Traits

Self or community-centric?

Personality Traits

Open-minded or opinionated?

Personality Traits

Open-minded or opinionated?

Intellectual or “salt of the Earth?”

Psychological Attributes

Psychological AttributesParanoid/Trusting

Visionary/Structured (or both!)

High Strung/Zen

Stressed out/At peace

High Strung/Zen

Happy/Sad

High Strung/Zen

Happy/Sad

Inspired/Depressed

High Strung/Zen

Happy/Sad

Inspired/Depressed

Facebook couldn’t list all of these attributes if they tried.

Spiritual Views

Spiritual ViewsReligiously-based:

“Mine is the only choice.”

“My choice is mine and your choice is yours.”

“I lean this direction but don’t have a strong opinion either way.”

“I am spiritual but not religious.”

“I don’t believe in human souls/life after death.”

Political Opinions

Political OpinionsRight Wing (Conservative/Republican)

Left Wing (Liberal/Democrat)

Independent/Non-party affiliated

Constitutionalist/Literalist (the law is written and should be interpreted literally.)

Indifferent

Disenfranchised

Social Affiliations

Social AffiliationsSocialite

One to mix business and pleasure?

Small group of close friends

Large group of close friends

Large group of loose friends

Very active online - not so much in the “real world.”

Some mix of the above

Occupation

OccupationRisk taker or task taker?

Entrepreneur or enterprise supporter?

Happy now or happy later?

Work = personal brand or necessary evil?

Living for the weekend or always on the clock?

Executive, manager or on the front lines?

Philanthropic or ladder climbing?

Hardly the definitive list.

Hardly the definitive list.Car you drive

Family dynamics

Guilt/Regret influences

Family dynamics

“Life should be easy” / “Life should be hard”

Family dynamics

I expect... vs. I hope...

Family dynamics

Importance you place on others’ opinions

Family dynamics

Importance you place on others’ opinions

Food you eat, music you listen to and so on...

Your Personal Brand DEFINES Your Decisions

HOW THIS PLAYS OUT

Scenario One:

Scenario One:Madonna wants to fire her manager and hire you. It’s guaranteed millions. She’s about to release her highly controversial book, “SEX.” What do you do?

Accept because you have no moral hang-ups about it.

Accept the job and separate her decisions from yours.

Accept with a sense of guilt and go forward.

Decline on ethical grounds.

Scenario Two:

Scenario Two:Bono asks you to volunteer approximately 60 hours a week to a UN-supported humanitarian cause for three months. You’re broke and would have to work at least a part time job as well to make the rent. What do you do?

Accept it because its Bono! (and a great career move.)

Accept it because it’s a noble cause.

Accept it because its Bono AND a noble cause.

Decline on financial grounds.

Scenario Two:

And what if it wasn’t Bono, but your next door neighbor that asked?

Scenario Two:

Accept it because it could be a good career move.

Scenario Two:

Both of the above.

Scenario Two:

Both of the above.

Scenario Two:

And what if it wasn’t a UN cause, but a completely unknown non-profit group with little career relevance?

Scenario Two:

Scenario Three:

Working with a film project...

Scenario Three:

You fall in love with a project and they ask you to write, film and promote it. To be effective, you’ll need to commit to 60 hours of work per week, plus your regular “job” to pay the rent. What do you do?

Scenario Three:

Accept it because you love the project.

Scenario Three:

Both of the above.

Scenario Three:

Both of the above.

Scenario Three:

... and what if you love the project but you see absolutely ZERO mainstream and/or financial potential for the film?

Scenario Three:

Both of the above.

Scenario Three:

Both of the above.

Scenario Three:

... and what if the project is so left of center, working with them could actually damage your career potential?

Decline on professional grounds.

Both of the above.

THE SAME THINGS THAT DEFINE OUR PERSONAL ‘BRANDS’ INFLUENCE OUR ACTIONS.

(And vice-versa.)

Defining a brand - Fall 2013

Business

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