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Defining a brand - Fall 2013
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Transcript of Defining a brand - Fall 2013
Wednesday, August 28, 13
Belmont EIS 2350Creative Entertainment Technologies
Defining a Brand
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The obvious question:
WHAT IS A “BRAND”(and the less obvious “Why should I care?”)
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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.
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What is a brand REALLY?
Identity.
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What is a brand REALLY?
Reputation.
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What is a brand REALLY?
Expectation.
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What is a brand REALLY?
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.
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And How Do I Create One?
Name
Logo
Slogan
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What’s in a name?
Some names are very “dot com”
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What’s in a name?
Some names take common things and turn them into
new brands.
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What’s in a name?
And some names are so good, they define an absolute category.
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Lookin’ at Logos
Some images say it all.
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Slogans: Name That Brand!
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Slogans: Name That Brand!
“The ultimate driving machine.”
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Slogans: Name That Brand!
“The ultimate driving machine.”
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Slogans: Name That Brand!
“Melts in your mouth...”
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Slogans: Name That Brand!
“Melts in your mouth...”
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Slogans: Name That Brand!
“Breakfast of Champions”
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Slogans: Name That Brand!
“Breakfast of Champions”
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Slogans: Name That Brand!
“Think Different.”
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Slogans: Name That Brand!
“Think Different.”
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Slogans: Name That Brand!
“Let your fingers do the walking.”
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Slogans: Name That Brand!
“Let your fingers do the walking.”
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Slogans: Some brands are smart enough to use their own names.
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“Got ****?”
Slogans: Some brands are smart enough to use their own names.
Wednesday, August 28, 13
Slogans: Some brands are smart enough to use their own names.
“Built **** Tough.”
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Slogans: Some brands are smart enough to use their own names.
“You’re in good hands with *******.”
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Slogans: Some brands are smart enough to use their own names.
“**, We bring good things to life.”
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Slogans: Some brands are smart enough to use their own names.
BONUS:
******, take me away!!!
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Slogans can also be“audible”
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Why?
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...)
Wednesday, August 28, 13
LET’S TALK ABOUT ENTERTAINMENT BRANDS.
These brands are iconic.Wednesday, August 28, 13
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... and of course Sports ...
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These Brands are ICONIC
Because ofBRAND CONSISTENCY
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AND A BIT ABOUT
Brands can be popular, but not necessarily iconic.
BRAND CONSISTENCY
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Name that artist!
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Name that artist!
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Name that artist!
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Album Titles = Slogans.Movie Taglines = Slogans
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Entertainment SlogansMusic:
Titles = Slogans.
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Entertainment SlogansMusic:
Titles = Slogans.Sgt. Pepper's Lonely Hearts Club Band
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Entertainment SlogansMusic:
Titles = Slogans.Sgt. Pepper's Lonely Hearts Club Band
The Joshua Tree
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Entertainment SlogansMusic:
Titles = Slogans.Sgt. Pepper's Lonely Hearts Club Band
The Joshua Tree
Are You Experienced?
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Entertainment SlogansMusic:
Titles = Slogans.Sgt. Pepper's Lonely Hearts Club Band
The Joshua Tree
Are You Experienced?
Highway To Hell
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Entertainment SlogansMusic:
Titles = Slogans.Sgt. Pepper's Lonely Hearts Club Band
The Joshua Tree
Are You Experienced?
Highway To Hell
No Strings Attached
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Entertainment SlogansMusic:
Titles = Slogans.Sgt. Pepper's Lonely Hearts Club Band
The Joshua Tree
Are You Experienced?
Highway To Hell
No Strings Attached
Born To Run
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Entertainment SlogansMusic:
Titles = Slogans.Sgt. Pepper's Lonely Hearts Club Band
The Joshua Tree
Are You Experienced?
Highway To Hell
No Strings Attached
Born To Run
The Beatles
U2
Jimi Hendrix
AC/DC
‘NSync
Bruce Springsteen
Wednesday, August 28, 13
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
Wednesday, August 28, 13
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
JAWS
Inception
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Artists Using “Slogan”
“What?”“Okay”
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Artists Using “Slogan”
“What?”“Okay”
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Artists Using “Slogan”
“What?”“Okay”
“Uhhhh”“No Limit Soldier”
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Artists Using “Slogan”
“What?”“Okay”
“Uhhhh”“No Limit Soldier”
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Who Comes Up With This Stuff?
Wednesday, August 28, 13
Who Comes Up With This Stuff?
You Do!Wednesday, August 28, 13
KNOW THYSELF.To Brand Others. You must first understand YOUR Brand
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KNOW THYSELF.To Brand Others. You must first understand YOUR Brand
To know yourself is to understand your perspective on the World.
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Once you understand YOURSELF you are able to justify the strategic decisions you make for yourself and those you serve.
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Once you understand YOURSELF you are able to justify the strategic decisions you make for yourself and those you serve.
- I totally wrote that
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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
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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
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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
Wednesday, August 28, 13
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
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Madonna Knows Herself.
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Madonna Knows Herself.
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Bono Knows Himself.
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Bono Knows Himself.
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Do you know YOURSELF?
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Do you know YOURSELF?
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Elements of a personal brand:
This WILL be on the Branding TestWednesday, August 28, 13
Elements of a personal brand:Appearance
This WILL be on the Branding TestWednesday, August 28, 13
Elements of a personal brand:Appearance
Personality traits
This WILL be on the Branding TestWednesday, August 28, 13
Elements of a personal brand:Appearance
Personality traits
Psychological attributes
This WILL be on the Branding TestWednesday, August 28, 13
Elements of a personal brand:Appearance
Personality traits
Psychological attributes
Spiritual views
This WILL be on the Branding TestWednesday, August 28, 13
Elements of a personal brand:Appearance
Personality traits
Psychological attributes
Spiritual views
Political opinions
This WILL be on the Branding TestWednesday, August 28, 13
Elements of a personal brand:Appearance
Personality traits
Psychological attributes
Spiritual views
Political opinions
Social associations
This WILL be on the Branding TestWednesday, August 28, 13
Elements of a personal brand:Appearance
Personality traits
Psychological attributes
Spiritual views
Political opinions
Social associations
OccupationThis WILL be on the Branding Test
Wednesday, August 28, 13
Personal Appearance
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Personal AppearanceHow do you wear your hair?
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Personal AppearanceHow do you wear your hair?
Do you wear makeup? And if so, how much?
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Personal AppearanceHow do you wear your hair?
Do you wear makeup? And if so, how much?
Clothes/shoe/fashion choices
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Personal AppearanceHow do you wear your hair?
Do you wear makeup? And if so, how much?
Clothes/shoe/fashion choices
Designer/Thrift?
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Personal AppearanceHow do you wear your hair?
Do you wear makeup? And if so, how much?
Clothes/shoe/fashion choices
Designer/Thrift?
Who cares?
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Personal AppearanceHow do you wear your hair?
Do you wear makeup? And if so, how much?
Clothes/shoe/fashion choices
Designer/Thrift?
Who cares?
Do you wear perfume/cologne?
Wednesday, August 28, 13
Personal AppearanceHow do you wear your hair?
Do you wear makeup? And if so, how much?
Clothes/shoe/fashion choices
Designer/Thrift?
Who cares?
Do you wear perfume/cologne?
Do you notice the choices of others?
Wednesday, August 28, 13
Personal AppearanceHow do you wear your hair?
Do you wear makeup? And if so, how much?
Clothes/shoe/fashion choices
Designer/Thrift?
Who cares?
Do you wear perfume/cologne?
Do you notice the choices of others?
Do you like the way you look?Wednesday, August 28, 13
Personality Traits
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Personality Traits
Introverted or Extroverted
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Personality Traits
Introverted or Extroverted
Camera shy or camera whore?
Wednesday, August 28, 13
Personality Traits
Introverted or Extroverted
Camera shy or camera whore?
Optimist or Pessimist
Wednesday, August 28, 13
Personality Traits
Introverted or Extroverted
Camera shy or camera whore?
Optimist or Pessimist
Self or community-centric?
Wednesday, August 28, 13
Personality Traits
Introverted or Extroverted
Camera shy or camera whore?
Optimist or Pessimist
Self or community-centric?
Open-minded or opinionated?
Wednesday, August 28, 13
Personality Traits
Introverted or Extroverted
Camera shy or camera whore?
Optimist or Pessimist
Self or community-centric?
Open-minded or opinionated?
Intellectual or “salt of the Earth?”
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Psychological Attributes
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Psychological AttributesParanoid/Trusting
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Psychological AttributesParanoid/Trusting
Visionary/Structured (or both!)
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Psychological AttributesParanoid/Trusting
Visionary/Structured (or both!)
High Strung/Zen
Wednesday, August 28, 13
Psychological AttributesParanoid/Trusting
Visionary/Structured (or both!)
High Strung/Zen
Stressed out/At peace
Wednesday, August 28, 13
Psychological AttributesParanoid/Trusting
Visionary/Structured (or both!)
High Strung/Zen
Stressed out/At peace
Happy/Sad
Wednesday, August 28, 13
Psychological AttributesParanoid/Trusting
Visionary/Structured (or both!)
High Strung/Zen
Stressed out/At peace
Happy/Sad
Inspired/Depressed
Wednesday, August 28, 13
Psychological AttributesParanoid/Trusting
Visionary/Structured (or both!)
High Strung/Zen
Stressed out/At peace
Happy/Sad
Inspired/Depressed
Facebook couldn’t list all of these attributes if they tried.
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Spiritual Views
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Spiritual ViewsReligiously-based:
Wednesday, August 28, 13
Spiritual ViewsReligiously-based:
“Mine is the only choice.”
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Spiritual ViewsReligiously-based:
“Mine is the only choice.”
“My choice is mine and your choice is yours.”
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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.”
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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.”
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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.”
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Political Opinions
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Political OpinionsRight Wing (Conservative/Republican)
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Political OpinionsRight Wing (Conservative/Republican)
Left Wing (Liberal/Democrat)
Wednesday, August 28, 13
Political OpinionsRight Wing (Conservative/Republican)
Left Wing (Liberal/Democrat)
Independent/Non-party affiliated
Wednesday, August 28, 13
Political OpinionsRight Wing (Conservative/Republican)
Left Wing (Liberal/Democrat)
Independent/Non-party affiliated
Constitutionalist/Literalist (the law is written and should be interpreted literally.)
Wednesday, August 28, 13
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
Wednesday, August 28, 13
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
Wednesday, August 28, 13
Social Affiliations
Wednesday, August 28, 13
Social AffiliationsSocialite
Wednesday, August 28, 13
Social AffiliationsSocialite
One to mix business and pleasure?
Wednesday, August 28, 13
Social AffiliationsSocialite
One to mix business and pleasure?
Small group of close friends
Wednesday, August 28, 13
Social AffiliationsSocialite
One to mix business and pleasure?
Small group of close friends
Large group of close friends
Wednesday, August 28, 13
Social AffiliationsSocialite
One to mix business and pleasure?
Small group of close friends
Large group of close friends
Large group of loose friends
Wednesday, August 28, 13
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.”
Wednesday, August 28, 13
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
Wednesday, August 28, 13
Occupation
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OccupationRisk taker or task taker?
Wednesday, August 28, 13
OccupationRisk taker or task taker?
Entrepreneur or enterprise supporter?
Wednesday, August 28, 13
OccupationRisk taker or task taker?
Entrepreneur or enterprise supporter?
Happy now or happy later?
Wednesday, August 28, 13
OccupationRisk taker or task taker?
Entrepreneur or enterprise supporter?
Happy now or happy later?
Work = personal brand or necessary evil?
Wednesday, August 28, 13
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?
Wednesday, August 28, 13
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?
Wednesday, August 28, 13
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?
Wednesday, August 28, 13
Hardly the definitive list.
Wednesday, August 28, 13
Hardly the definitive list.Car you drive
Wednesday, August 28, 13
Hardly the definitive list.Car you drive
Family dynamics
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Hardly the definitive list.Car you drive
Family dynamics
Guilt/Regret influences
Wednesday, August 28, 13
Hardly the definitive list.Car you drive
Family dynamics
Guilt/Regret influences
“Life should be easy” / “Life should be hard”
Wednesday, August 28, 13
Hardly the definitive list.Car you drive
Family dynamics
Guilt/Regret influences
“Life should be easy” / “Life should be hard”
I expect... vs. I hope...
Wednesday, August 28, 13
Hardly the definitive list.Car you drive
Family dynamics
Guilt/Regret influences
“Life should be easy” / “Life should be hard”
I expect... vs. I hope...
Importance you place on others’ opinions
Wednesday, August 28, 13
Hardly the definitive list.Car you drive
Family dynamics
Guilt/Regret influences
“Life should be easy” / “Life should be hard”
I expect... vs. I hope...
Importance you place on others’ opinions
Food you eat, music you listen to and so on...
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Wednesday, August 28, 13
Your Personal Brand DEFINES Your Decisions
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HOW THIS PLAYS OUT
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Scenario One:
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Scenario One:
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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?
Wednesday, August 28, 13
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.
Wednesday, August 28, 13
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.
Wednesday, August 28, 13
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.
Wednesday, August 28, 13
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.
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Scenario Two:
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Scenario Two:
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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?
Wednesday, August 28, 13
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.)
Wednesday, August 28, 13
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.
Wednesday, August 28, 13
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.
Wednesday, August 28, 13
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.
Wednesday, August 28, 13
Scenario Two:
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Scenario Two:
And what if it wasn’t Bono, but your next door neighbor that asked?
Wednesday, August 28, 13
Scenario Two:
And what if it wasn’t Bono, but your next door neighbor that asked?
Accept it because it’s a noble cause.
Wednesday, August 28, 13
Scenario Two:
And what if it wasn’t Bono, but your next door neighbor that asked?
Accept it because it’s a noble cause.
Accept it because it could be a good career move.
Wednesday, August 28, 13
Scenario Two:
And what if it wasn’t Bono, but your next door neighbor that asked?
Accept it because it’s a noble cause.
Accept it because it could be a good career move.
Both of the above.
Wednesday, August 28, 13
Scenario Two:
And what if it wasn’t Bono, but your next door neighbor that asked?
Accept it because it’s a noble cause.
Accept it because it could be a good career move.
Both of the above.
Decline on financial grounds.
Wednesday, August 28, 13
Scenario Two:
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Scenario Two:
And what if it wasn’t a UN cause, but a completely unknown non-profit group with little career relevance?
Wednesday, August 28, 13
Scenario Two:
And what if it wasn’t a UN cause, but a completely unknown non-profit group with little career relevance?
Accept it because it’s a noble cause.
Wednesday, August 28, 13
Scenario Two:
And what if it wasn’t a UN cause, but a completely unknown non-profit group with little career relevance?
Accept it because it’s a noble cause.
Decline on financial grounds.
Wednesday, August 28, 13
Scenario Three:
Working with a film project...
Wednesday, August 28, 13
Scenario Three:
Wednesday, August 28, 13
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?
Wednesday, August 28, 13
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?
Accept it because you love the project.
Wednesday, August 28, 13
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?
Accept it because you love the project.
Accept it because it could be a good career move.
Wednesday, August 28, 13
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?
Accept it because you love the project.
Accept it because it could be a good career move.
Both of the above.
Wednesday, August 28, 13
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?
Accept it because you love the project.
Accept it because it could be a good career move.
Both of the above.
Decline on financial grounds.
Wednesday, August 28, 13
Scenario Three:
Wednesday, August 28, 13
Scenario Three:
... and what if you love the project but you see absolutely ZERO mainstream and/or financial potential for the film?
Wednesday, August 28, 13
Scenario Three:
... and what if you love the project but you see absolutely ZERO mainstream and/or financial potential for the film?
Accept it because you love the project.
Wednesday, August 28, 13
Scenario Three:
... and what if you love the project but you see absolutely ZERO mainstream and/or financial potential for the film?
Accept it because you love the project.
Accept it because it could be a good career move.
Wednesday, August 28, 13
Scenario Three:
... and what if you love the project but you see absolutely ZERO mainstream and/or financial potential for the film?
Accept it because you love the project.
Accept it because it could be a good career move.
Both of the above.
Wednesday, August 28, 13
Scenario Three:
... and what if you love the project but you see absolutely ZERO mainstream and/or financial potential for the film?
Accept it because you love the project.
Accept it because it could be a good career move.
Both of the above.
Decline on financial grounds.
Wednesday, August 28, 13
Scenario Three:
Wednesday, August 28, 13
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.
Decline on financial grounds.
Both of the above.
Accept it because you love the project.
Wednesday, August 28, 13
THE SAME THINGS THAT DEFINE OUR PERSONAL ‘BRANDS’ INFLUENCE OUR ACTIONS.
(And vice-versa.)
Wednesday, August 28, 13