SPMS Uber Conference - Fresh Branding Ideas Presentation by Joe Walsh
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Transcript of SPMS Uber Conference - Fresh Branding Ideas Presentation by Joe Walsh
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fresh branding ideassmps uber conference
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brandparents
For 35 years,Greenfield/Belserhas been birthing brands from our nation’s capital
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we are:a leading brand
strategy and design firm fully
focused on professional and
other relationship-based services
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this presentation began as a rant
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fact finding has always guided us…
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most are convinced brands matter…but few brands help
brand health
brand health brands matter, but few help
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CMOs believetheir brand is moderately to extremelyimportant
Managing Partners believe their brand is moderately to extremely important
95% 92%
only 26%find their brands
very helpful
brand health brands matter, but few help
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unicorns and innovative brands are as rare as hens’ teeth
brand distinction
brand distinction are they?
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brand distinction are they?
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on average, brand quality is, well, average
brand quality
brand quality how quality rates
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1 5
brand quality how quality rates
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“change is a fact of life”Birds & Bees LLP
brand change
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when did you last change?
when do you planTo change
55%Brand identity more than
3 years ago
56%Brand promise
more than 3 years ago 64%
Brand promise within 3 years
69%Brand identity within
3 years
brand change how often and why
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brand change how often and why
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takeaway:the state of professional services branding is like living in a bland, empty room
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a brand is:a unique identity based on a promise of value different than others
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“I may be superficial, but I’m deeply superficial”
— Andy Warhol
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Finding
Expertise
Choosing
Intellectual Expertise
when people look for services . . .
Emotional Comfort Comfort
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Finding
Expertise
Choosing
Intellectual Expertise
when people decide to buy . . .
Emotional ComfortComfort
Finding Choosing
Intellectual
Emotional
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fresh brands solve business problems with strategy and design
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where we started…
TurboRelocation
SafetyAnalyst
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have a clear promise of valueposition you as confident, a leaderteach, don’t sellhumanize the offeringare about clients, not youtell stories and deliver proofdeliver substantive information graphicallytake creative risks.
fresh brands …
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have a clear promise of valueposition you as confident, a leaderteach, don’t sellhumanize the offeringare about clients, not youtell stories and deliver proofdeliver substantive information graphicallytake creative risks.
fresh brands …
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have a clear promise of valueposition you as confident, a leaderteach, don’t sellhumanize the offeringare about clients, not youtell stories and deliver proofdeliver substantive information graphicallytake creative risks.
fresh brands …
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have a clear promise of valueposition you as confident, a leaderteach, don’t sellhumanize the offeringare about clients, not youtell stories and deliver proofdeliver substantive information graphicallytake creative risks.
fresh brands …
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have a clear promise of valueposition you as confident, a leaderteach, don’t sellhumanize the offeringare about clients, not youtell stories and deliver proofdeliver substantive information graphicallytake creative risks.
fresh brands …
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have a clear promise of valueposition you as confident, a leaderteach, don’t sellhumanize the offeringare about clients, not youtell stories and deliver proofdeliver substantive information graphicallytake creative risks.
fresh brands …
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have a clear promise of valueposition you as confident, a leaderteach, don’t sellhumanize the offeringare about clients, not youtell stories and deliver proofdeliver substantive information graphicallytake creative risks.
fresh brands …
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have a clear promise of valueposition you as confident, a leaderteach, don’t sellhumanize the offeringare about clients, not youtell stories and deliver proofdeliver substantive information graphicallytake creative risks.
fresh brands …
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have a clear promise of valueposition you as confident, a leaderteach, don’t sellhumanize the offeringare about clients, not youtell stories and deliver proofdeliver substantive information graphicallytake creative risks.
fresh brands …
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have a clear promise of valueposition you as confident, a leaderteach, don’t sellhumanize the offeringare about clients, not youtell stories and deliver proofdeliver substantive information graphicallytake creative risks.
fresh brands …
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“you can’t bore people into buying your product of service”
— David Ogilvy
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have a clear promise of valueposition you as confident, a leaderteach, don’t sellhumanize the offeringare about clients, not youtell stories and deliver proofdeliver substantive information graphicallytake creative risks.
fresh brands …
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fresh branding ideassmps uber conference