brandfood
DESCRIPTION
While name, logo, and tag-line are important, they're just the beginning. Product purchases are emotional decisions—a well-crafted story helps your customers achieve that connection with your brand. Learn more about how to achieve the best branding strategy for your food startup. This class will be an introduction to launching your food brand. Learn techniques and strategies to optimize your efforts and leave this class knowing how to create a unique, thorough, stand-out brand strategy with limited time and resources.TRANSCRIPT
- 1. @BRANCHFOOD @THEFOODLOFT #BRANDFOOD @BENJAMINSPEAR #BRANDHACK
2. 2AGENDA Intro, Q&A 10m Why brand? 10m Industrial vs. Information Age Brands 10m Lean Brand Development 10m Workshop 40m Discussion time 10m 3. 3INTRODUCTION BFA Graphic Design, BU College of Fine Arts Graphic design and corporate identity Brand strategy and acceleration Qualitative market research Berklee, Harvard, P&G, MassChallenge #brandhack 4. #BRANDFOOD 4 Q&A 5. INSERT CLASS TITLE BRAND = RELATIONSHIP NAME, LOGO, TAGLINE 5LESSON 1 6. #BRANDFOOD WHY BRAND? 6 7. WHY BRAND? CLANS 7 Paleolithic 2,600,000 years ago Small egalitarian groups, dynamic leadership Information is personal, 1-to-1 Image: wikipedia.org/wiki/paleolithic 8. WHY BRAND? NATIONS 8 Neolithic 10,000 years ago Permanent settlement, pseudo-personhood Information is mediated, 1-to-100 Image: 9. WHY BRAND? CORPORATIONS 9 Industrial 250 years ago Corporate personhood Information is mass-produced, 1-to-many Image: 10. WHY BRAND? SINGULARITY 10 Information 30 years ago Planetary consciousness Information is ubiquitous, many-to-many Image: 11. INSERT CLASS TITLE BRAND OCCURS NATURALLY 11LESSON 2 12. #BRANDFOOD INDUSTRIAL VS. INFORMATION AGE BRANDS 12 13. INDUSTRIAL VS. INFORMATION AGE BRANDS INDUSTRIAL BRANDING 13 Focused on product Customers = conversions Generates wealth Exploitative Teaching, forcing, patriarchal IMAGE: JAMES-PRATT.COM 14. INFORMATION AGE BRANDING Focused on experience Customers = partners Generates value Collaborative Learning, guiding, fraternal Image: rosaliewinard.com Temple Grandin 14INDUSTRIAL VS. INFORMATION AGE BRANDS 15. INDUSTRIAL VS. INFORMATION AGE BRANDS ERIC RIES What creates value for a startup is learning if we are on path to a sustainable business. [Successful companies have to] make that shift in perspective, from making stuff to learning which stuff to make. 15 16. 16INDUSTRIAL VS. INFORMATION AGE BRANDS 17. vs. vs. vs. 17INDUSTRIAL VS. INFORMATION AGE BRANDS 18. vs. 18INDUSTRIAL VS. INFORMATION AGE BRANDS 19. INSERT CLASS TITLE INDUSTRY IS ENDING 19LESSON 3 20. IDEAS BUILD PRODUCT Industry Information 20INDUSTRIAL VS. INFORMATION AGE BRANDS IDEAS BUILD PRODUCT MEASURE DATA LEARN 21. #BRANDFOOD WHAT IS INFORMATION AGE BRANDING? 21 #BRANDHACK #LEANBRAND AGILE BRAND DEV RESPONSIVE 22. Brand genius is a myth; brands are collaborative, holistic Brands arent manufactured, theyre co-created Innovation through experimentation and validated learning Build > Measure > Learn Minimum Viable Brand Relationship (MVB) WHAT IS INFORMATION AGE BRANDING? 22 23. SUMMARY KEY CHALLENGE Prototype the customer relationship for feedback - Audience analysis - Persona development - Naming - Identity design Secure funding Build beta group Okin measures force during strength training, and transmits data to an app that tracks performance. OKIN Okin measures force during strength training and transmits data to an app that tracks performance. Nick Sulham Founder [email protected] (508) 596-6030 okin.co Making undesirable easier: OKCupid, wing-man: dating GlassDoor: employment Prostate exam: health Hallmark: emotion Trunk Club: wardrobe Foodie: farmers market Important considerations: The gym is inconvenient and intimidating Make the product less techy, less faddy 23CASE STUDY 24. INSERT CLASS TITLE SUCCESSFUL BRANDS NEVER STOP 24LESSON 4 25. 25#BRANDFOOD Q&A 26. 26#BRANDFOOD EXERCISE 27. 1 Understand partners idea 5m 2 Build brand story 5m 3 Produce nal statement 5m 3 Measure 3rd party reaction 5m 4 Compile data 5m 5 Share, learn with partner 5m OWNER BRAND DEV. CUST. IDEAS BUILD PRODUCT MEASURE DATA LEARN 27EXERCISE 28. OWNER BRAND DEV. CUST. IDEAS BUILD PRODUCT MEASURE DATA LEARN 1 Understand partners idea 5m 2 Build brand story 5m 3 Produce nal statement 5m 3 Measure 3rd party reaction 5m 4 Compile data 5m 5 Share, learn with partner 5m 28EXERCISE 29. IDEAS BUILD PRODUCT MEASURE DATA LEARN 1 Understand partners idea 5m 2 Build brand story 5m 3 Produce nal statement 5m 3 Measure 3rd party reaction 5m 4 Compile data 5m 5 Share, learn with partner 5m OWNER BRAND DEV. CUST. 29EXERCISE 30. EXERCISE 30 OWNER BRAND DEV. CUST. IDEAS BUILD PRODUCT MEASURE DATA LEARN 1 Understand partners idea 5m 2 Build brand story 5m 3 Produce nal statement 5m 3 Measure 3rd party reaction 5m 4 Compile data 5m 5 Share, learn with partner 5m 31. EXERCISE 31 OWNER BRAND DEV. CUST. 1 Understand partners idea 5m 2 Build brand story 5m 3 Produce nal statement 5m 3 Measure 3rd party reaction 5m 4 Compile data 5m 5 Share, learn with partner 5m IDEAS BUILD PRODUCT MEASURE DATA LEARN 32. EXERCISE 32 IDEAS BUILD PRODUCT MEASURE DATA LEARN 1 Understand partners idea 5m 2 Build brand story 5m 3 Produce nal statement 5m 3 Measure 3rd party reaction 5m 4 Compile data 5m 5 Share, learn with partner 5m OWNER BRAND DEV. CUST. 33. EXERCISE 33 IDEAS BUILD PRODUCT MEASURE DATA LEARN OWNER BRAND DEV. CUST. 1 Understand partners idea 5m 2 Build brand story 5m 3 Produce nal statement 5m 3 Measure 3rd party reaction 5m 4 Compile data 5m 5 Share, learn with partner 5m 34. 34 IDEAS BUILD PRODUCT MEASURE DATA LEARN 1 Generate new idea 5m 2 Build brand story 5m 3 Produce nal statement 5m 3 Measure 3rd party reaction 5m 4 Compile data 5m 5 Share, learn with partner 5m EXERCISE OWNER BRAND DEV. CUST. 35. 35#BRANDFOOD DISCUSSION