108
What the F is Branding? And Why Should You Care?

Brand Flower

  • View
    8

  • Download
    0

Embed Size (px)

DESCRIPTION

Branding is not a marketing act. It's not a project. And you can't outsource it to anyone. So what the F is it and what can you do about it?

Citation preview

Page 1: Brand Flower

What the F is Branding?And Why Should You Care?

Page 2: Brand Flower

Is It Being Very Good At Something?

Page 3: Brand Flower

No

Page 4: Brand Flower

Is It Being The Best At Something?

Page 5: Brand Flower

No

Page 6: Brand Flower

It’s Being The Only One

And (Naturally) The Best...

Page 7: Brand Flower

...And Being Famous About It

Page 8: Brand Flower

Branding Must Be Done By You

Page 9: Brand Flower

Inside Out –Not Outside In

Page 10: Brand Flower

Because It’s All About You, Your Place, Your Product

And Your Company

Page 11: Brand Flower

What The F You Need To Make A Brand Then?

Page 12: Brand Flower

A Flower

Page 13: Brand Flower

The Brand Flower

SensesHearing

SightTouch

Taste

Smell

&IRI¿XW

PriceValue

Proposition

Communication

& repetition

Story

Customer

Service

BrandPersonalityPromise

Emotion

Language

Name

Money

Habits

Effort

Time

Social

Looks

Page 14: Brand Flower

Why Branding Matters?

Page 15: Brand Flower

Because It Makes Things Easier To Understand

Page 16: Brand Flower

By Emotions

Page 17: Brand Flower

Not By Explanations

Page 18: Brand Flower

So You Can Work Easier

Page 19: Brand Flower

And Sell Easier

Page 20: Brand Flower

Is Your Brand Working?

Yes, If People Are Willing To Pay A Premium For It.

(Even Though Almost The Same Might Be Available Elsewhere For Less)

Page 21: Brand Flower

Branding MakesComplex Things Simple

Page 22: Brand Flower

Idea, Person, Product, Company Or Place

Page 23: Brand Flower

A Place Brand?

Page 24: Brand Flower

Ask Google:

Page 25: Brand Flower
Page 26: Brand Flower
Page 27: Brand Flower
Page 28: Brand Flower
Page 29: Brand Flower

Simple, Emotional Generalisation = Fast Truth

Page 30: Brand Flower

Places Compete With Other Places For People, Resources,

And Business

Page 31: Brand Flower

1. Nations 2. Regions3. Cities

Page 32: Brand Flower

Competition?

Page 33: Brand Flower

2.7 Million Small Cities/Towns, 3,000 Large Cities

455 Metropolises And196 Countries

Page 34: Brand Flower
Page 35: Brand Flower

To Win You Need To Be On Top Of People’s Minds

Page 36: Brand Flower

How?

Page 37: Brand Flower

Simple: Be Famous!

Page 38: Brand Flower

Think: There Are Only3 Million Places But7 000 Million People

Page 39: Brand Flower
Page 40: Brand Flower

Your Fame Will Be Your Brand

Page 41: Brand Flower

You Should Aim On 2 Things:

Page 42: Brand Flower

FAMENAME

and

Page 43: Brand Flower

”In The Future Everybody Will Be World Famous

For 15 minutes”Andy Warhol

Page 44: Brand Flower

Andy Was Wrong

Page 45: Brand Flower

Fame Does Not Fade

“It turns out that it’s much more than fifteen minutes of fame … If you do get

famous, you’re likely to stay famous.” – Eran Shor, McGill associate professor of sociology

Page 46: Brand Flower

How to Create A Place Brand?

Page 47: Brand Flower

Two Roads:

Page 48: Brand Flower

Organic Or Strategic

Page 49: Brand Flower

Organic: No Control

SensesHearing

SightTouch

Taste

Smell

&IRI¿XW

PriceValue

Proposition

Communication

& repetition

Story

Customer

Service

PARISPersonalityPromise

Emotion

Language

Name

Money

Habits

Effort

Time

Social

Looks

Page 50: Brand Flower

Strategic: Control

SensesHearing

SightTouch

Taste

Smell

&IRI¿XW

PriceValue

Proposition

Communication

& repetition

Story

Customer

Service

VEGASPersonalityPromise

Emotion

Language

Name

Money

Habits

Effort

Time

Social

Looks

Page 51: Brand Flower

You Can’t Control Everything:

Page 52: Brand Flower

“Between 2007 And 2008, American Attractions, Such As The Grand Canyon, Became 3.5-percent More Scenic And Beautiful To The Rest Of The World.”

Why?

Page 53: Brand Flower

First: Engage Your Own People

Page 54: Brand Flower

Second: Pick A Name

Page 55: Brand Flower

You Have a Name, Right?

Page 56: Brand Flower

Third: Be EXTRAordinaryOn One Thing Only

Page 57: Brand Flower

Make Sure That Your Own People Can Agree On Your One Thing: What’s In And

What’s Out.

Page 58: Brand Flower

Pepsodent?

Page 59: Brand Flower

Lapland?

Page 60: Brand Flower

Bothnian Bay?

Page 61: Brand Flower

Make Your One ThingAn Emotional Story

Page 62: Brand Flower

Make It Super Emotional

Page 63: Brand Flower

So ThatPeople Are Really

Dying For It

Page 64: Brand Flower

Make it Far-off

Page 65: Brand Flower

Make It Holy

Page 66: Brand Flower

Make It Dangerous

Page 67: Brand Flower

Make It Sexy

Page 68: Brand Flower

Make It Funny

Page 69: Brand Flower

Make It Worth The Effort

Page 70: Brand Flower

Make It Uncommon

Page 71: Brand Flower

Make It Expensive

Page 72: Brand Flower

Make It Free

Page 73: Brand Flower

Why?

Page 74: Brand Flower

It Is Emotional Only When You Go Over The Edge

Page 75: Brand Flower

Emotions Are The Key To Value And Remembering

Page 76: Brand Flower

It’s About Surviving

Page 77: Brand Flower

Or About Regeneration

Page 78: Brand Flower

Simply:

Page 79: Brand Flower

About Sex or Death

Page 80: Brand Flower

Then Just Live Your Brand

Page 81: Brand Flower
Page 82: Brand Flower

That’s It, Really!

Page 83: Brand Flower

But It’s Not Only Sunshine

Page 84: Brand Flower

Why Brands Fail?

Page 85: Brand Flower

Fifteen Deadly Sins

Page 86: Brand Flower

Over PromisingUnder Delivering

1

Page 87: Brand Flower

Not Promising At All

2

Page 88: Brand Flower

Making Boring Promises

3

Page 89: Brand Flower

Fear Of Being Original

4

Page 90: Brand Flower

Outsourcing Who You Are

And What You Do

5

Page 91: Brand Flower

Thinking Branding Only As Marketing Communication

6

Page 92: Brand Flower

SensesHearing

SightTouch

Taste

Smell

&IRI¿XW

PriceValue

Proposition

Communication

& repetition

Story

Customer

Service

BrandPersonalityPromise

Emotion

Language

Name

Money

Habits

Effort

Time

Social

Looks

= Business Decisions

Page 93: Brand Flower

Thinking Branding Late In Development Processes

8

Page 94: Brand Flower

The house is ready!

Fine! Now let’s just brand it as

a swimming hall or maybe a church. No wait – make it feel like a railway station.

Page 95: Brand Flower

Ignoring Your People

7

Page 96: Brand Flower

No One Rules The Brand

9

Page 97: Brand Flower

Changing The Brand For No Good Reason

10

Page 98: Brand Flower

Trying To Please Everyone

11

Page 99: Brand Flower

Fear Of Upsetting Some People

12

Page 100: Brand Flower

BuyersHaters Likers

Difference:

NICE

EDGY

Buyers

Page 101: Brand Flower

Letting Opinions Rule Over Expertise

13

Page 102: Brand Flower

Ignoring Consumer Needs

14

Page 103: Brand Flower

Trying To Be The Best Instead Of Different

15

Page 104: Brand Flower

Making Too Many Points

16

Page 105: Brand Flower

... Like I Just did

Page 106: Brand Flower

So Just Remember This:

Page 107: Brand Flower

SensesHearing

SightTouch

Taste

Smell

&IRI¿XW

PriceValue

Proposition

Communication

& repetition

Story

Customer

Service

BrandPersonalityPromise

Emotion

Language

Name

Money

Habits

Effort

Time

Social

Looks

I’ts All About You

Page 108: Brand Flower

Juha Tahvonen