box lunch: branding
DESCRIPTION
Design Director Leigh Marino & Director of Strategic Services Jason Ward talk branding.TRANSCRIPT
Your B(b)rand in the Modern AgeWITH
Leigh Marino & Jason Ward
A Quick Refresher
A brand is not JUST
• a Logo
• a Product or Service
• an Advertisement
• a Spokesperson
• a Tagline
A modern brand
• Offers a unique benefit
• Is an extension of your
culture
• Creates an emotional
connection
• Engages audiences
• Makes (and keeps) a promise
‘BRAND’ vs. ‘brand’
BRAND (aka ‘Big B’)
• Executive-led
• Top-down
• One-way, promotional
• Makes a promise
• Aspirational / Idealistic
• Subjective
brand (aka ‘Little b’)
• Experience-led
• Bottom-up
• Two-way, personal
• Keeps its promise
• Actual / Realized
• Objective
Big ‘B’ ≠ Little ‘b’
• Fails to keep promise
• Invites negative review /
criticism
• Creates detractors
• Reliant on Advertising/Marketing
Big ‘B’ = Little ‘b’
• Delivers on promise
• Invites conversation, review, referrals
• Creates loyalty and advocates
• Leverages organic/social promotion
A Few Examples
PATAGONIA challenges Nike’s dominance in the market by authentically embracing its unique ‘brand’ and leveraging it against Nike’s ‘Brand.’
NIKE vs Patagonia
OREO’s ‘Brand’ is strong and consistent… and backed by a team empowered to own the ‘brand’ experience (even when it happens in the middle of the big game.)
OREO
RADIO SHACK is proof that a ‘Brand’ can and should evolve/adapt by understanding and embracing its authentic ‘brand.’
Radio Shack
“Modern brands reflect real experiences, rather than promising unrealistic ones.”
“Your brand begins with your culture—the experience you create for your team.”
Lead with Culture
• Define Purpose and Values
• Seek Cultural Alignment
• Listen to Your Audience(s)
• Empower and Engage Your Team
• Build ‘B’ with Insights from ‘b’
• Measure and Adapt your Brand
Align Your B(b)rand