BRANDING The truth

BRAND = MEANING EXISTENTIAL HUMAN NEED

Because of our human need for pattern and stories and meaning

COMMERCE BRAND CULTURE

BRAND

03

BRAND

DCI John Luther 03DI Tom Mathias DI Jimmy Perez Kurt Wallander DCI John Barnaby

DS Steve Arnott DI Stephen Grover

Seven different British TV detectives. From different authors.

From different TV production companies. With different stories. In different settings.

They all drive the same brand of car. Volvo.

BRAND = MEANING

BRAND

FUNCTIONAL BRANDS HAVE A SMALL SET OF MEANINGS

BRAND

HIUT DENIM “Give 400 people their jobs back”

The HIUT story https://vimeo.com/262416913

BRAND

WHAT IS BRAND? The complex totality of everything that people:

About a product or company

THINK FEEL HEAR SAY IMAGINE FEAR HOPE

BRAND

BRAND AS MEANING

BRAND

BRAND STRENGTH

STRONG

WEAK

POSITIVENEGATIVE

AVOID BEST

START HERERECOVER FROM HERE

HOW AREBRANDS MADE? By stories – which create meaning We tell stories to make sense of the world and our lives

BUT… strategic brand marketing is needed too!

BRAND

BRAND

Brand stories must be as existential as the human need itself Great brands therefore, must be…

AUTHENTIC COMPELLING DISTINCTIVE EXCELLENT

CONTRIBUTIVEand from now…

CREATING A NEW BRAND STORY Blackshore is a great idea, but…

BRAND

DIDN’T COME TO LIFE UNTIL… We committed to a place, to a community, to a mission beyond…

BRAND

BRAND ISN’T ABOUT WHAT YOU SAY It’s about what you DOwhat you ARE what you CONTRIBUTE

BRAND

THANK YOUSimonAdvises.com

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