Earth™ Living in a Branded World. The truth & consequence Play-Doh Pen & piece of paper.
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Transcript of Earth™ Living in a Branded World. The truth & consequence Play-Doh Pen & piece of paper.
![Page 1: Earth™ Living in a Branded World. The truth & consequence Play-Doh Pen & piece of paper.](https://reader036.fdocuments.us/reader036/viewer/2022081516/56649dc45503460f94ab749a/html5/thumbnails/1.jpg)
Earth™
Living in a Branded World
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• The truth & consequence
• Play-Doh
• Pen & piece of paper
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6:50
6:55
7:00
7:10
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7:15
7:20
7:35
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“Neil”• Gender• Region• Income-level• Language (s)• Pet• Fashion-oriented • Sports fan / competitive• Tech-savvy / likes new
gadgets• Sociability
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Insights
1. Brands tell a lot about a person.
2. Brands are ubiquitous.
3. Brands are from all over the place.
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Earth™
Living in a Branded World
![Page 9: Earth™ Living in a Branded World. The truth & consequence Play-Doh Pen & piece of paper.](https://reader036.fdocuments.us/reader036/viewer/2022081516/56649dc45503460f94ab749a/html5/thumbnails/9.jpg)
What am I doing here?
1. The first 3 sessions were so jam-packed with action that I can’t stay away from Mini-Biz.
2. I am really here for next week’s lecture but wanted to get my seat early.
3. I thought I was supposed to vote here.
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Lock in your answer...
1. The first 3 sessions were so jam-packed with action that I can’t stay away from Mini-Biz.
2. I am really here for next week’s lecture but wanted to get my seat early.
3. I thought I was supposed to vote here.
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1. Batman symbol
2. An ink blot
3. 80s moustache
What is this?
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Lock in your vote
Bat
man
sym
bol
An in
k bl
ot
80s
Mous
tach
e
0% 0%0%
1. Batman symbol
2. An ink blot
3. 80s Moustache
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r
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Brands. What are we talking about?
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So, what is a brand?
“…name, term, or symbol designed to identify and differentiate the goods & services of a seller from all other sellers” (American Marketing Association)
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Fries
Golden Arches
Ronald
Red
Kids
Greasy
Caring
Big Mac
Hamburger Clean
Fast food
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So, there’s more to a brand.
“The awareness and the associations in the consumer’s mind.” (Keller)
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1 2
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3 4
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Please make your selection...
Uncl
e Ji
m
Mic
hael P
helps
Post
erboy
Sw
imm
er g
irl
Som
ethin
g els
e
0% 0% 0%0%0%
1. Uncle Jim
2. Michael Phelps
3. Posterboy
4. Swimmer girl
5. Something else
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Cool insight
“A brand resides in the consumer’s mind.”(Keller)
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Cool insight
“… associations give meaning to the brand. ”
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Cool insight
“What we think & feel about a brand will be a key determinant whether or not we purchase it.”
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Living in a Branded World
1. Brands tell a lot about a person.
2. Brands are ubiquitous.
3. Brands are from all over the place.
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Ultra
Pine
“pick up detergent”
1 2 3
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Please make your selection...
Tid
e G
TC
Ultr
a Pin
e
0% 0%0%
1. Tide
2. GTC
3. Ultra Pine
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Saves Search TimeSaves Search Time
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Signal of Quality / Reduces Risk
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Symbols / Community
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Comfort
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Comfort
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Identifies source / Responsiblity
1-800-567-5723Kraft Canada Inc.
Don Mills, Ontario M3C 3J5Kraftcanada.com
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“KD was my favorite brand as a kid.”
Mar
c G
arnea
u
Will
iam
Sha
tner
KD L
ang
0% 0%0%
1. Marc Garneau
2. William Shatner
3. KD Lang
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“KD was my favorite brand as a kid.”
Mar
c G
arnea
u
Will
iam
Sha
tner
KD L
ang
0% 0%0%
1. Marc Garneau
2. William Shatner
3. KD Lang
![Page 39: Earth™ Living in a Branded World. The truth & consequence Play-Doh Pen & piece of paper.](https://reader036.fdocuments.us/reader036/viewer/2022081516/56649dc45503460f94ab749a/html5/thumbnails/39.jpg)
Nostalgia
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Consumer Benefits
• Saves time
• Reduces risk
• Signal of quality
• Be part of a community
• Responsibility
• Comfort
• Nostalgia
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Source: The Brand Gap, Neumeier
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#2 Brands are ubiquitous because they add value to consumers & companies
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#3 Brands are from all over the world.
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Favorite high-end fashion brands
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Why is Italy so highly regarded for fashion?
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ABC’s of world expertise
• American movies• Brazilian bathing suits / British tea• Cuban cigars / Colombian coffee• Danish pastries• Egyptian cotton• French wines• German engineering / Greek olives• Hawaiian sun tan lotion• Irish liquors / Italian design• Japanese technology / Jamaican rum
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Living in a Branded World
1. Brands tell a lot about a person.
2. Brands are ubiquitous.
3. Brands are from all over the place.
![Page 49: Earth™ Living in a Branded World. The truth & consequence Play-Doh Pen & piece of paper.](https://reader036.fdocuments.us/reader036/viewer/2022081516/56649dc45503460f94ab749a/html5/thumbnails/49.jpg)
So I asked Dean Todd…
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Earth™
Living in a Branded World
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#1 Brands tell a lot about us
http://www.metacafe.com/watch/1345252/apple_mac_2006_therapist_funny_ads /http://www.metacafe.com/watch/yt-oXcimfzLLoY/apple_get_a_mac_ad_podium/http://www.youtube.com/watch?v=oXcimfzLLoY