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Is your logo your brand? Your name? Your story? What exactly is branding, how do you do it and how can you get it right the first time? Grokking Branding answers these questions in a substantive, yet irreverent, way.
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Creative Destructionist™
GROKKINGBRANDING
IT IS MY AMBITION TO SAY IN TEN SENTENCES WHAT OTHER MEN SAY IN WHOLE BOOKS—WHAT OTHER MEN DO NOT SAY IN WHOLE BOOKS.
NIETZSCHE
BRANDING IS A VERY BIG SUBJECT
04/10/2023 – slide 2
BRANDING MEANS EVERYTHING TO EVERYONE
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LOGOSNAMESPOSITIONINGMESSAGINGMARKETING CATCH-ALLSOCIAL MEDIA IMPRINTSTUFF YOU LOOK FOR IN STORESLABELS ON CLOTHES YOU WEARCELEBRITIES
… BUT EVERYONE IS WRONG
A GREAT BRAND IS A REPRESENTATION OF SOMETHING (A PERSON, A COMPANY, A PRODUCT) …
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WHICH IS UNASSAILABLY AUTHENTIC AND
WHICH INSTANTLY, AUTOMATICALLY EVOKES IN THE MIND OF THE TARGETED PERCEIVER A MEMORABLE IMAGE, IDEA, SOUND, ATTITUDE OR FEELING UNIQUELY ASSOCIATED WITH THAT “SOMETHING.” (THAT WHICH IS EVOKED MAY BE POSITIVE, NEGATIVE OR NEUTRAL.)
I TOOK A TEST IN EXISTENTIALISM. I LEFT ALL THE ANSWERS BLANK AND GOT 100.
WOODY ALLEN
WHY SARTRE WAS NOT A BRANDING EXPERT
04/10/2023 – slide 5
ATTRIBUTES:
KEYS TO AUTHENTICITY
WITHOUT ATTRIBUTES, ALL BRAND APPLICATIONS ARE MEANINGLESS
04/10/2023 – slide 6
TOO OFTEN, THE LOGO …
IN FACT, UNTIL YOU HAVE AN EVOCATIVE NAME AND STORY, THE LOGO IS JUST GUESSWORK
WHICH COMES FIRST: THE LOGO OR THE NAME?
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UNLESS THE COVER SUCKS
THE FALLACY OF LOGOS:YOU CAN TELL A BOOK BY ITS COVER …
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ATTRIBUTESNAME+TAGLINEBRAND STORYLOGOBRAND APPLICATIONSSTRATEGIC APPLICATIONS
EACH DEPENDS ON ITS PREDECESSORS
THE RIGHT ORDER
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DOES THE NAME EVOKE THE KEY ATTRIBUTES OF THE BRAND?
DO ANY ATTRIBUTES CONTRADICT THE NAME?
MIX AND REPEAT FOR THE BRAND STORY AND THEN THE LOGO, ADDING IN ALL PREDECESSORS AS CRITERIA
THE TESTS
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EVERY SINGLE ONE MUST HARMONIZE WITH, COMPLEMENT AND SUPPORT THE BRAND IDENTITY ESTABLISHED
THE ALTERNATIVE IS ENTROPY
BRAND APPLICATIONS
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DOES YOUR BRAND SUPPORT YOUR NEW LINE OF BUSINESS?
IF NOT, YOU NEED A NEW BRAND, NOT A LINE EXTENSION
STRATEGIC APPLICATIONS
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CHARMIN® MILKPORSCHE® SUVVOLVO® COUPEHARRY WINSTON® SILLY BANDZCAMPBELL’S® PIZZANEW COKE® LAS VEGAS MONASTERYZAPPOS® MILITARY ACADEMY
EXAMPLES(REAL AND IMAGINARY)
04/10/2023 – slide 16
@THEBRANDMASON
FACEBOOK.COM/CREATIVE.DESTRUCTIONIST
LINKEDIN.COM/IN/THEBRANDMASON
650.776.7968
©2012 STEVEN MASON. ALL RIGHTS RESERVED. REPRODUCTION PERMITTED WITH FULL ATTRIBUTION AND NO ALTERATIONS.
04/10/2023 – slide 17
