What the F is Branding?And Why Should You Care?
Is It Being Very Good At Something?
No
Is It Being The Best At Something?
No
It’s Being The Only One
And (Naturally) The Best...
...And Being Famous About It
Branding Must Be Done By You
Inside Out –Not Outside In
Because It’s All About You, Your Place, Your Product
And Your Company
What The F You Need To Make A Brand Then?
A 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
Why Branding Matters?
Because It Makes Things Easier To Understand
By Emotions
Not By Explanations
So You Can Work Easier
And Sell Easier
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)
Branding MakesComplex Things Simple
Idea, Person, Product, Company Or Place
A Place Brand?
Ask Google:
Simple, Emotional Generalisation = Fast Truth
Places Compete With Other Places For People, Resources,
And Business
1. Nations 2. Regions3. Cities
Competition?
2.7 Million Small Cities/Towns, 3,000 Large Cities
455 Metropolises And196 Countries
To Win You Need To Be On Top Of People’s Minds
How?
Simple: Be Famous!
Think: There Are Only3 Million Places But7 000 Million People
Your Fame Will Be Your Brand
You Should Aim On 2 Things:
FAMENAME
and
”In The Future Everybody Will Be World Famous
For 15 minutes”Andy Warhol
Andy Was Wrong
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
How to Create A Place Brand?
Two Roads:
Organic Or Strategic
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
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
You Can’t Control Everything:
“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?
First: Engage Your Own People
Second: Pick A Name
You Have a Name, Right?
Third: Be EXTRAordinaryOn One Thing Only
Make Sure That Your Own People Can Agree On Your One Thing: What’s In And
What’s Out.
Pepsodent?
Lapland?
Bothnian Bay?
Make Your One ThingAn Emotional Story
Make It Super Emotional
So ThatPeople Are Really
Dying For It
Make it Far-off
Make It Holy
Make It Dangerous
Make It Sexy
Make It Funny
Make It Worth The Effort
Make It Uncommon
Make It Expensive
Make It Free
Why?
It Is Emotional Only When You Go Over The Edge
Emotions Are The Key To Value And Remembering
It’s About Surviving
Or About Regeneration
Simply:
About Sex or Death
Then Just Live Your Brand
That’s It, Really!
But It’s Not Only Sunshine
Why Brands Fail?
Fifteen Deadly Sins
Over PromisingUnder Delivering
1
Not Promising At All
2
Making Boring Promises
3
Fear Of Being Original
4
Outsourcing Who You Are
And What You Do
5
Thinking Branding Only As Marketing Communication
6
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
Thinking Branding Late In Development Processes
8
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.
Ignoring Your People
7
No One Rules The Brand
9
Changing The Brand For No Good Reason
10
Trying To Please Everyone
11
Fear Of Upsetting Some People
12
BuyersHaters Likers
Difference:
NICE
EDGY
Buyers
Letting Opinions Rule Over Expertise
13
Ignoring Consumer Needs
14
Trying To Be The Best Instead Of Different
15
Making Too Many Points
16
... Like I Just did
So Just Remember This:
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
Juha Tahvonen