What are we doing here?Q.

Somebody hired us to sell some stuff.A.

Selling stuff is what marketing and branding

is all about.!

Can you define marketing?

Can you define marketing?

> Figure out what people want

> Give it to them

> Tell them that you gave it to them

A nice, clean case

The want: An alternative

The give: Foreign, retro

The tell: Back to the 60s

The tell: It’s fun

The results

0

75,000

150,000

225,000

300,000

1993 1998 2006

Is branding the same thing as marketing?Q.

No.A.

Branding is the set ofvisual and aural cuesthat allow consumers

to distinguish your productfrom other similar ones.

!

Why a brand?

> Your product isn’t always better or different

> When you’re not #1, people need a reason to consider you

> A strong brand commands a premium price

Which would you prefer?

Subaru Impreza WRX Saab 2x Aero

Which would you prefer?

Subaru Impreza WRX Saab 2x Aero

Which would you prefer?

Subaru Impreza WRX Saab 2x Aero

The power of a brand

21.6 cents 17.1 cents

The value of a brand

#5 $32 billion

The value of a brand

#4 $49 billion

The value of a brand

#3 $56 billion

The value of a brand

#2 $57 billion

The value of a brand

#1 $67 billion

Is positioning the same thing as branding?Q.

No.A.

Positioning is how you define your brand

versus competitors.!

Why a position?

> Because too many products and services are functionally similar

> To call out to those people who care more about your products intangible difference

What makes a good one?

> Defined by what you say, not what you do

> Not owned by the competition

> Important to prospects and customers

> Utterly simple and memorable

Overnight

Slow or Thick

Service

Safe

Never mind.

Marketing.Branding.

Positioning.What else?Q.

Marketing.Branding.

Positioning.Personality.A.

Brands have personalities just like people.!

Apple doesn’t sell products.It sells Apple-ness.!

What are we doing here?Q.

Building distinct, likeable brands. A.

We’re done!!