Branding 101 - 5 things about branding you didn't learn in school.

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Information about Branding 101 - 5 things about branding you didn't learn in school.
Business

Published on November 17, 2009

Author: brandmilitia

Source: slideshare.net

Description

This is the presentation I gave at Meridian Business Day on 11/10. A better title is "5 myths about branding ... and what to do about them." But that was a little long. This presentation deals with how branding really works when the economy is in the "Great Compression".

Branding 101 5 Branding Principles You Didn’t Learn in School Presented by Justin Foster – Tricycle Co-Founder 101

The Simple Idea … What you learned about branding in school is now obsolete.

Why? 6.9 Billion Channels Advertising Avoidance Technology The Trophy Kids The Great Compression

6.9 Billion Channels

Advertising Avoidance Technology

The Trophy Kids

The Great Compression

5 Obsolete Concepts Mass marketing CPM Campaigns Saturation Coercion

Mass marketing

CPM

Campaigns

Saturation

Coercion

 

Mass Marketing Demographic driven Medium-centric Impersonal Promotes lazy marketing

Demographic driven

Medium-centric

Impersonal

Promotes lazy marketing

Cost Per Thousand Uses an obsolete metric Creates win-win-lose scenario Makes “awareness” the goal

Uses an obsolete metric

Creates win-win-lose scenario

Makes “awareness” the goal

Campaigns Mis-aligned with business model. Mis-aligned with reality of brand. Lack flexibility and scalability.

Mis-aligned with business model.

Mis-aligned with reality of brand.

Lack flexibility and scalability.

Saturation Cost, cost, cost Little or no response measurement Does this work in relationships?

Cost, cost, cost

Little or no response measurement

Does this work in relationships?

Coercion Inspiration v manipulation Who is your first audience? The Glass House.

Inspiration v manipulation

Who is your first audience?

The Glass House.

Source: Jeremy Allaire, founder/CEO of BrightCove

What to Do About It Make people really, really happy. Don’t stop advertising. Create marketing that isn’t marketing.

Make people really, really happy.

Don’t stop advertising.

Create marketing that isn’t marketing.

What to Do About It “ Socialize” your brand. Spending money isn’t marketing. Think and act 1:1

“ Socialize” your brand.

Spending money isn’t marketing.

Think and act 1:1

What to Do About It Be bold about why you are different and better. Stop pitching; start preaching. Be a great storyteller.

Be bold about why you are different and better.

Stop pitching; start preaching.

Be a great storyteller.

Questions & Discussion

Contact Justin @brandmilitia on Twitter www.facebook/justinfoster 208.841.3497 [email_address]

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