Download - Modern Brand Building
Stop Campaigning. Start Committing.
MODERN BRAND BUILDING
©2008 Paul Isakson
Paul Isakson
Head of Strategy
space150
©2008 Paul Isakson
DISCUSSION OUTLINEBrands & Branding TodayEvolution of Brand BuildingCampaigning vs. CommittingThoughts for Moving Forward
©2008 Paul Isakson
BRANDS & BRANDING HAVEN’T REALLY CHANGED TOO MUCH.
©2008 Paul Isakson
BRAND =COLLECTIVELY, WHAT PEOPLE SAY, FEEL & THINK ABOUT YOUR PRODUCT, SERVICE OR COMPANY.
©2008 Paul Isakson
A STRONG BRAND =A COLLECTION OF COHERENT IDEAS AND EXPERIENCES WITH A PRODUCT OR SERVICE OVER TIME.
©2008 Paul Isakson
A GREAT BRAND IS A GREAT STORY.
©2008 Paul Isakson
IF WHAT MAKES A GREAT BRAND HASN’T CHANGED ALL THAT MUCH, WHAT HAS?
©2008 Paul Isakson
Evolution of Brand BuildingOLDMessagesStaticSayingLook & FeelPosingSimplicityTouch pointsAudience
NEWConversationsDynamicDoingExperienceAuthenticityComplexityEngagementsCommunity
About Transactions
About Relationships
Influenced by the thinking of John Grant, as shown in The Brand Innovation Manifesto©2008 Paul Isakson
STOP CAMPAIGNING.
START COMMITTING.
©2008 Paul Isakson
CAMPAIGNING
©2008 Paul Isakson
CAMPAIGNING =CHANGING YOUR CORE BRAND MESSAGE TO FIT WHAT YOU THINK PEOPLE NEED OR WANT TO HEAR TODAY SO THAT THEY BUY YOUR PRODUCT OR SERVICE.
©2008 Paul Isakson
CAMPAIGNING = MARKETING FOR SHORT TERM GAINS
©2008 Paul Isakson
POLITICIANS CAMPAIGN
©2008 Paul Isakson
©2008 Paul Isakson
CAMPAIGNING LEADS TO A CONSTANTLY CHANGING STORY.
©2008 Paul Isakson
PEOPLE AREN’T SURE WHAT TO THINK OF YOU.
©2008 Paul Isakson
YOU DON’T REALLY HAVE A BRAND.
©2008 Paul Isakson
YOU HAVE A PRODUCT OR SERVICE WITH SOME POTENTIALLY INTERESTING MARKETING.
©2008 Paul Isakson
NO LOYALTY
©2008 Paul Isakson
STOP CAMPAIGNING
©2008 Paul Isakson
COMMITTING
©2008 Paul Isakson
COMMITTING =BUILDING YOUR BRAND ON CORE PRINCIPLES THAT NEVER CHANGE.
©2008 Paul Isakson
COMMITTING = MARKETING FOR LONG TERM GROWTH
©2008 Paul Isakson
MEAN JOE GREENE
HILLTOP(TEACH THE
WORLD TO SING)
BOTTLE(SHAPE)
POLARBEARS
HOLIDAYS
SECRETFORMULA
HAPPINESSFACTORY
GRANDTHEFTAUTO
REFRESHMENT
HAVE A COKE AND A SMILE
ROCKWELL
COCA-COLA MAKES YOU HAPPY
Brand Molecule: The Brand Innovation Manifesto by John Grant©2008 Paul Isakson
NIKE HELPS YOU BE VICTORIOUS
AIRJORDAN
LEBRON
BOKNOWS
NIKETOWN
NIKE+
THESWOOSH
NIKEPLAYGROUND
TIGERWOODS
THEHUMAN RACE
RUNNINGCLUBS
RONALDINHOVIDEO
REVOLUTIONTV SPOT
DON IMUSTHANK YOU
LETTER
JUST DO IT
Brand Molecule: The Brand Innovation Manifesto by John Grant©2008 Paul Isakson
COMMITTING =CREATING AN EVOLVING COLLECTION OF COHERENT BRAND IDEAS AND EXPERIENCES OVER TIME
©2008 Paul Isakson
COMMITMENTS CREATE BRAND LOYALISTS©2008 Paul Isakson
START COMMITTING
©2008 Paul Isakson
HOW DO WE START?
©2008 Paul Isakson
A FEW THOUGHTS
©2008 Paul Isakson
IF YOU DON’T DEFINE YOUR BRAND, SOMEONE ELSE WILL.
©2008 Paul Isakson
DEFINE WHO YOU ARE & WHAT YOU STAND FOR.
COMMIT TO IT.
©2008 Paul Isakson
WHAT GOES INTO THE CLOUD, STAYS IN THE CLOUD.
©2008 Paul Isakson
THE PRODUCT REALLY IS THE MARKETING.
MAKE BETTER PRODUCTS FIRST.
©2008 Paul Isakson
START LOOKING AT YOUR MARKETING AS A PROGRESSIVE STORY INSTEAD OF AS QUARTERLY CAMPAIGNS.
©2008 Paul Isakson
STOP PUTTING THE EXACT SAME STORY EVERYWHERE.PEOPLE LIKE STORIES WITH DEPTH AND COMPLEXITY.
©2008 Paul Isakson
FORGET ABOUT CONTROLLING THE MESSAGE.
©2008 Paul Isakson
FANS ARE GOING TO CREATE CONTENT FOR YOUR BRAND.
©2008 Paul Isakson
PLAN FOR CONTENT YOU DON’T CREATE
AIRJORDAN
BOKNOWS
NIKETOWN
NIKE+
THESWOOSH
NIKEPLAYGROUND
THEHUMAN RACE
RUNNINGCLUBS
RONALDINHOVIDEO
REVOLUTIONTV SPOT
DON IMUSTHANK YOU
LETTER
JUST DO IT
©2008 Paul Isakson
THE WAY AND SPEED WITH WHICH PEOPLE DISCOVER, PROCESS AND SHARE INFORMATION HAS CHANGED DRAMATICALLY.
©2008 Paul Isakson
CREATE ROOM FOR AGILITY, FLEXIBILITY & ITERATION.
©2008 Paul Isakson
MAKE A COMMITMENT TO CREATING BETTER BRANDS.
©2008 Paul Isakson
THANK YOU
©2008 Paul Isakson
To keep the conversation going …Paul IsaksonHead of Strategyspace150
Email / [email protected] / @paulisaksonBlog / paulisakson.com/
CREDITS & SOURCES
Don't believe the Devil, don't beLIEve his bookCelesteFlickr
"Quality Education - Not Politics"hoberFlickr
I hate politicsjvumn Web SiteFlickr
Dueling BandwagonsEric KilbyFlickr
Brand Molecule ModelsJohn GrantThe Brand Innovation Manifesto
iPhonee-Learning content authoringGoogle Loves The iPhone
Photo 18 (Nike Tattoo)Justin HiltzFlickr
MAD MEN WallpaperAMCAMC.com
King CloudakakumoFlickr
Mac vs. PCAppleApple.com
INSPIRATION & INFLUENCES
John Grant, The Brand Innovation ManifestoAdrian Ho, Zeus JonesDion Hughes, Persuasion Arts & SciencesAki Spicer, FallonMarcus Fischer, space150Heidi Keel, space150
