The 1st Big Question of Branding - Beg to DIFFER

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Information about The 1st Big Question of Branding - Beg to DIFFER
Business & Mgmt

Published on August 18, 2009

Author: lthughes

Source: slideshare.net

Description

An introduction to the 1st Question of Branding (#1 of 4) by Brandvelope President Dennis Van Staalduinen.

A preview of a few slides from the Beg to DIFFER Brand Strategy Boot Camp.

The 1st big question of branding Where your customers begin – and why it matters. ? A preview from the Beg to DIFFER Brand Strategy Boot Camp. Brought to you by Brandvelope Consulting – names; taglines; brand strategy.

Imagine you are a marketing agency… A client offers you a million dollar contract to launch a new product to the public. Without telling you anything else about the product, the client shows you this picture and says: “ Okay, here it is. Any questions?”

A client offers you a million dollar contract to launch a new product to the public.

Without telling you anything else about the product, the client shows you this picture and says:

“ Okay, here it is. Any questions?”

What’s your first question? If you’re like 98% of people on earth who have never encountered one of these (that is, your customers), take a moment to think about what your brain is doing right now. Your mind is struggling to answer the same first question your customers ask about anything new: “ What is it?” The 1st big question of branding:

If you’re like 98% of people on earth who have never encountered one of these (that is, your customers), take a moment to think about what your brain is doing right now.

Your mind is struggling to answer the same first question your customers ask about anything new:

The “What” imperative Ivan Pavlov called it the “orienting response” to a new stimulus. Until people can answer basic “What” questions, their brains are essentially frozen. What type of thing is it? What does it do ? What is it called ? “ What is it?”

Ivan Pavlov called it the “orienting response” to a new stimulus. Until people can answer basic “What” questions, their brains are essentially frozen.

Why it matters to marketers Until your customer can answer the basic “What”: they can’t start building a brand in their minds & you can’t even begin to have a marketing conversation.

Until your customer can answer the basic “What”:

they can’t start building a brand in their minds &

you can’t even begin to have a marketing conversation.

Even Coca-Cola had to spell it out once…

If you don’t answer the “What”… They will start to fill in the blanks for themselves: A pillow? A chair? A glove? A chamois? A race car? Here’s where you step in to help.

They will start to fill in the blanks for themselves:

So what is that thing? To find out, visit www.begtodiffer.com/mysterybrand

To find out, visit www.begtodiffer.com/mysterybrand

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