How to kill a brand
52
CHIARA ALIOTTA presents
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Over the past few years, there has been an explosion of brand presence in the online world at the same time that, being on web has become a strategic choice for small companies and their business. The Internet has completely changed the way we communicate brands but also how consumers may perceive it. From social media to digital advertising, and newsletters to online campaigns, the way to expose a company’s identity has become varied and complex. We all agree that an easy and simple way to identify a company or a business is by their logo. However, the logo per se does not a brand or identity make. So, are you sure you know how to communicate your brand or are you ready to commit a crime? This presentation is inspired by: The brand gap by Marty Neumeier Zag by Marty Neumeier Designing Brand Identity by Alina Wheeler Wally Olins: the brand handbook by Wally Olins
Transcript of How to kill a brand
CHIARA ALIOTTApresents
HELLO!
GEOMETRIA , Medium, 80pt
FONT USED
GEOMETRIA , Medium, 80pt
FONT USED
I AM
and this presentation contains subliminal messages
CHIARA
THE 3
KILL YOUR BRAND
s THAT
C also stands for Chiara
doesn’t contain a C
…but I am the Joomla! Brand Manager so I am supposed to talk about it too!
BRAND?WHAT IS A
let’s see how many of you are brand killers….
A brand is not what you say it is.
IT’S WHAT THEY SAY IT IS.
The Brand Gap
MARTY NEUMEIER
$37.4 billion (Forbes)
BRAND VALUE IN 2014
$18.2 billion (Forbes)
BRAND VALUE IN 2014
$104.7 billion (Forbes)BRAND VALUE IN 2014
SO HOT?WHY ARE BRANDS
…and why do we all want one?
Once upon a time….
FACTORIES
Once upon a time….
CAPITAL
Once upon a time….
PATENT
Today
INTELLECTUAL
BRAND KILLERHOW TO BE A
…no? Seriously?!!
BRAND KILLERHOW TO IDENTIFY A
… and be sure you are not one already!
CLUTTER
CLUTTER
CLARITY
little questions
Who are you?
3
What do you do?
Why does it matter?
WHO?
the only motorcycle manufacture
WHAT?
that produces original and timeless motorbikes
WHY?for people who want to ride an icon of style
vespa.com
WHO?
a global community
WHAT?
that spreads the love for analogue photography
WHY?
for people who ignite a new style of artistic experimental photography
lomography.com
What makes Joomla! the only one?
Joomla! is the only
that .
worldwide project
builds a community around digital publishing and collaboration
WHO?
the only contributor-driven project
WHAT?
that develops award-winning web solutions
WHY?
for a community who wants to build secure, easy-to-use and powerful digital applications
joomla.org
CONFUSION
Athens, 2012
LOGO OSRAM
Since 2001
Malpensa Airport, Milan 2014
APPLE?!
by Sacha Goldberger RIDERS
by Sacha Goldberger RIDERS
CONFUSION
COHERENCE
little question1
Are you remarkable?
Coca Cola 2013OPEN HAPPINESS
Diesel, 2010BE STUPID
Joomla!Brandmark
Joomla!Logotype
Joomla!Tagline
The Registered mark protects Joomla!
COLDNESS
December 2013UPS. We [heart] logistics
BarillaItaly’s No.1 PastaSeptember 2013Barilla. The choice of Italy.
COLDNESS
CARE
Our emotions change the way we think, and serve as constant guides to appropriate
behavior, steering us away from the bad, guiding us toward the good.
Donald A. Norman
EMOTIONAL DESIGN
little question1
How does it make you feel?
JUST DO IT.
Self-achievement
nike.com
Tokyo. Launch of Mini iPad
THINK DIFFERENT
Desire to belong
How does Joomla! make you feel?
little question for you1
A brand is a living entity.The DNA of your company.
How to kill a brand
CHIARA ALIOTTA
KEEP IT ALIVE!
THANK YOU!
