Launch Memphis Workshop

Hello Memphis.

April 23, 2009

Monday, April 27, 2009

A brief introduction to Zeus Jones.


We build modern brands.


© Z

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Jone

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The top 10 marketing and advertising books.

As voted by readers of Advertising Age.

March 2, 2009


Eight of them were written before Google started selling ads.


© Z

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Jone

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The role of a brand is still the same but almost everything else has changed.


A (classic) brand is simply a collection of perceptions in the mind of the consumer.

Paul Feldwick - 1991


Brand building through imagery.


From the Flickr of Pink Ponk

Brands built using communications.


http://www.flickr.com/photos/pinkponk/


From the Flickr of

From the Flickr of

Branding solves communications problems.


A (modern) brand is... simply the sum of the great ideas used to build that brand.

John Grant - 2006


From the Flickr of Justin Case

Brand building through actual experience.


http://www.flickr.com/photos/justin_case/

http://www.flickr.com/photos/justin_case/

From the Flickr of jurek d

Brands built through interactions.




Branding propelled by more interactions.


Brand Innovation Manifesto - John Grant


Modern branding isn’t taught in books it’s being created in the market.


Fallon | Minneapolis

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It’s time to fly.


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Brands are a tool for business success.


Classic branding prevents business success.

From the Flickr of hey mr glen


http://www.flickr.com/photos/glenscott/

http://www.flickr.com/photos/glenscott/

Modern brands are built for a modern world.


Modern brands aren’t built through communications.


Modern brands are defined by what they do.


Regardless of industry, modern brands are service businesses first and foremost.


Via PSFK

Modern brands invest in people, products and experiences instead of media.


Modern brands aren’t built around a promise, they’re built around a belief.


Modern brand strength is built by sticking to your beliefs not by opening your wallet.

From the Flickr of niznoz


http://www.flickr.com/photos/niznoz/

http://www.flickr.com/photos/niznoz/

Modern brands live in the hearts of your employees not in the minds of your customers.


Modern brand strategy is an HR discipline.


The differences between modern brands and classic brands are profound.


Classic brands

Delivering a promise

Internal structure

Singular consistent messages

Communicate an image

Trust through authority

Controlling

Marketing as a layer

Create a transactional relationship

Modern brands

Guided by a purpose

Internal culture

Multiple coherent ideas

Deliver an experience

Trust through transparency

Empowering

Marketing is built-in

Create a community


Our industry needs to ask the profound questions.


What business are we in?

What’s our role?

What do we actually produce?

How do we do it?

What kinds of people do we need?


The best thing about these questions is there isn’t one right answer.


The worst thing about these questions is that they aren’t being asked enough.


Thank you.

zeusjones.com/blog

twitter.com/adrianho


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