STEALTHISBRAND

WHAT IS ABRAND?

WHAT IS ABRAND?

Something applied to an average thing to make it seem more special

A logo, tagline, mission statement, etc.

An ‘aspirational’ stake in the ground and thetools and rules that enbable

average people to do genius-level work

WHAT DOESBRANDING & MARKETING

COST?

FREE!

We’re going to use social media.

We’re going to make a viral

video.

Relying on VIRAL VIDEOS to

promote your brand is like

using the LOTTERY to pay

your bills

Social media is not PAID MEDIA,

it is EARNED MEDIA

https://www.youtube.com/watch?v=FEeTLopLkEo

KICKSTARTERTED TALK

VIRAL VIDEONEWS STORIESSOCIAL MEDIA

What Can Marketers Exploit?1. Best Price, Special Deals and Risk-Free

Purchase2. Exotic, Taboo and the (Seemingly) Dangerous3. Expert Study or Endorsement4. Celebrity Status5. A Political or Social Cause or Controversy6. Our “Maslowsian” Needs

a. Physiological – multiple brands and store brands, no risk – money-back guarantees, fair and clear pricing, sales and special offers, suggested sales …

b. Safety, love/belonging and esteem – through adoptable brand stories that signal our tribal identity and establish or reinforce our social status

c. Self-actualization, transcendence and forgiveness

Branding Plan1. Name (with a good url)2. Logo and graphic standards3. Tagline and catch phrases4. Social mission

Platform Plan1. Website and lead capture2. Email and digital marketing3. Sharing and Sampling – applications, high-

value content, events, trial product/free product

4. Stakeholder development – social media, donation opportunities

5. Sponsorships –think of paid media as a form of sponsorship

6. Analytics

Marketing Process Plan1. Set a budget2. Establish a process3. Put it on a schedule4. Stick to the schedule

https://www.youtube.com/watch?v=nE2qSO6OJnE