Upload
paul-isakson
View
104.631
Download
1
Embed Size (px)
DESCRIPTION
This is the presentation I shared at our (space150's) Deepspace event on Modern Brand Building. Dion Hughes of Persuasion Arts & Sciences and Adrian Ho of Zeus Jones shared some excellent thoughts on this topic of well (search for their presentations here too). Campaigning isn't quite the right term for what I was trying to say, but some good discussion followed the presentation, so it wasn't totally off. I'll be working to improve this, so if you have any thoughts, please share.
Citation preview
Stop Campaigning. Start Committing.
MODERN BRAND BUILDING
©2008 Paul Isakson
Paul Isakson
Head of Strategy
space150
©2008 Paul Isakson
DISCUSSION OUTLINEBrands & Branding TodayEvolution of Brand BuildingCampaigning vs. CommittingThoughts for Moving Forward
©2008 Paul Isakson
BRANDS & BRANDING HAVEN’T REALLY CHANGED TOO MUCH.
©2008 Paul Isakson
BRAND =COLLECTIVELY, WHAT PEOPLE SAY, FEEL & THINK ABOUT YOUR PRODUCT, SERVICE OR COMPANY.
©2008 Paul Isakson
A STRONG BRAND =A COLLECTION OF COHERENT IDEAS AND EXPERIENCES WITH A PRODUCT OR SERVICE OVER TIME.
©2008 Paul Isakson
A GREAT BRAND IS A GREAT STORY.
©2008 Paul Isakson
IF WHAT MAKES A GREAT BRAND HASN’T CHANGED ALL THAT MUCH, WHAT HAS?
©2008 Paul Isakson
Evolution of Brand BuildingOLDMessagesStaticSayingLook & FeelPosingSimplicityTouch pointsAudience
NEWConversationsDynamicDoingExperienceAuthenticityComplexityEngagementsCommunity
About Transactions
About Relationships
Influenced by the thinking of John Grant, as shown in The Brand Innovation Manifesto©2008 Paul Isakson
STOP CAMPAIGNING.
START COMMITTING.
©2008 Paul Isakson
CAMPAIGNING
©2008 Paul Isakson
CAMPAIGNING =CHANGING YOUR CORE BRAND MESSAGE TO FIT WHAT YOU THINK PEOPLE NEED OR WANT TO HEAR TODAY SO THAT THEY BUY YOUR PRODUCT OR SERVICE.
©2008 Paul Isakson
CAMPAIGNING = MARKETING FOR SHORT TERM GAINS
©2008 Paul Isakson
POLITICIANS CAMPAIGN
©2008 Paul Isakson
©2008 Paul Isakson
CAMPAIGNING LEADS TO A CONSTANTLY CHANGING STORY.
©2008 Paul Isakson
PEOPLE AREN’T SURE WHAT TO THINK OF YOU.
©2008 Paul Isakson
YOU DON’T REALLY HAVE A BRAND.
©2008 Paul Isakson
YOU HAVE A PRODUCT OR SERVICE WITH SOME POTENTIALLY INTERESTING MARKETING.
©2008 Paul Isakson
NO LOYALTY
©2008 Paul Isakson
STOP CAMPAIGNING
©2008 Paul Isakson
COMMITTING
©2008 Paul Isakson
COMMITTING =BUILDING YOUR BRAND ON CORE PRINCIPLES THAT NEVER CHANGE.
©2008 Paul Isakson
COMMITTING = MARKETING FOR LONG TERM GROWTH
©2008 Paul Isakson
MEAN JOE GREENE
HILLTOP(TEACH THE
WORLD TO SING)
BOTTLE(SHAPE)
POLARBEARS
HOLIDAYS
SECRETFORMULA
HAPPINESSFACTORY
GRANDTHEFTAUTO
REFRESHMENT
HAVE A COKE AND A SMILE
ROCKWELL
COCA-COLA MAKES YOU HAPPY
Brand Molecule: The Brand Innovation Manifesto by John Grant©2008 Paul Isakson
NIKE HELPS YOU BE VICTORIOUS
AIRJORDAN
LEBRON
BOKNOWS
NIKETOWN
NIKE+
THESWOOSH
NIKEPLAYGROUND
TIGERWOODS
THEHUMAN RACE
RUNNINGCLUBS
RONALDINHOVIDEO
REVOLUTIONTV SPOT
DON IMUSTHANK YOU
LETTER
JUST DO IT
Brand Molecule: The Brand Innovation Manifesto by John Grant©2008 Paul Isakson
COMMITTING =CREATING AN EVOLVING COLLECTION OF COHERENT BRAND IDEAS AND EXPERIENCES OVER TIME
©2008 Paul Isakson
COMMITMENTS CREATE BRAND LOYALISTS©2008 Paul Isakson
START COMMITTING
©2008 Paul Isakson
HOW DO WE START?
©2008 Paul Isakson
A FEW THOUGHTS
©2008 Paul Isakson
IF YOU DON’T DEFINE YOUR BRAND, SOMEONE ELSE WILL.
©2008 Paul Isakson
DEFINE WHO YOU ARE & WHAT YOU STAND FOR.
COMMIT TO IT.
©2008 Paul Isakson
WHAT GOES INTO THE CLOUD, STAYS IN THE CLOUD.
©2008 Paul Isakson
THE PRODUCT REALLY IS THE MARKETING.
MAKE BETTER PRODUCTS FIRST.
©2008 Paul Isakson
START LOOKING AT YOUR MARKETING AS A PROGRESSIVE STORY INSTEAD OF AS QUARTERLY CAMPAIGNS.
©2008 Paul Isakson
STOP PUTTING THE EXACT SAME STORY EVERYWHERE.PEOPLE LIKE STORIES WITH DEPTH AND COMPLEXITY.
©2008 Paul Isakson
FORGET ABOUT CONTROLLING THE MESSAGE.
©2008 Paul Isakson
FANS ARE GOING TO CREATE CONTENT FOR YOUR BRAND.
©2008 Paul Isakson
PLAN FOR CONTENT YOU DON’T CREATE
AIRJORDAN
BOKNOWS
NIKETOWN
NIKE+
THESWOOSH
NIKEPLAYGROUND
THEHUMAN RACE
RUNNINGCLUBS
RONALDINHOVIDEO
REVOLUTIONTV SPOT
DON IMUSTHANK YOU
LETTER
JUST DO IT
©2008 Paul Isakson
THE WAY AND SPEED WITH WHICH PEOPLE DISCOVER, PROCESS AND SHARE INFORMATION HAS CHANGED DRAMATICALLY.
©2008 Paul Isakson
CREATE ROOM FOR AGILITY, FLEXIBILITY & ITERATION.
©2008 Paul Isakson
MAKE A COMMITMENT TO CREATING BETTER BRANDS.
©2008 Paul Isakson
THANK YOU
©2008 Paul Isakson
To keep the conversation going …Paul IsaksonHead of Strategyspace150
Email / [email protected] / @paulisaksonBlog / paulisakson.com/
CREDITS & SOURCES
Don't believe the Devil, don't beLIEve his bookCelesteFlickr
"Quality Education - Not Politics"hoberFlickr
I hate politicsjvumn Web SiteFlickr
Dueling BandwagonsEric KilbyFlickr
Brand Molecule ModelsJohn GrantThe Brand Innovation Manifesto
iPhonee-Learning content authoringGoogle Loves The iPhone
Photo 18 (Nike Tattoo)Justin HiltzFlickr
MAD MEN WallpaperAMCAMC.com
King CloudakakumoFlickr
Mac vs. PCAppleApple.com
INSPIRATION & INFLUENCES
John Grant, The Brand Innovation ManifestoAdrian Ho, Zeus JonesDion Hughes, Persuasion Arts & SciencesAki Spicer, FallonMarcus Fischer, space150Heidi Keel, space150