why (your) brand matters -...
TRANSCRIPT
Why (Your) Brand MattersAn Idea Lab with Scott Power
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Crewest Studio
Los Angeles
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Some History
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The Truth:
Most brands are driven by profit and create falsely aspirational propositions
to convince people to buy them.
But, not you.
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Your brand matters because it can do what most brands cannot:
Transform lives in a real and positive way.
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Social brands.
• 2.5 Billion Google searches every day
• 1000 Facebook and Twitter posts per second
• Average teen sends a text message every 20 minutes they’re awake
• More video uploaded to YouTube every month than the major TV networks have broadcast in the last 60 years
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“Our ethos is all that we currently hold to be true. It is what we act upon.
It governs our manners, our business and our politics.”
- Howard Zinn, Activist
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Values matter.
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Branding is positioning.
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Sunkist
“An orange is an orange...is an orange. Unless...that orange happens to be a Sunkist, a name 80% of consumers know and trust”
-- Russell Hanlin, CEO of Sunkist Growers
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Strong Brand Traits
1. Unique / Relevant Idea
2. Differentiated Positioning
3. Credibility / Authenticity
4. Real & Perceived Value
5. Customer-led / Empathic / Humane
6. Service-oriented
7. Aligned Leadership & Culture
8. Design-driven / Thoughtful
9. Consistency / Well-executed
10. Consumer Loyalty & Love
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Experience brands.
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Disney
“ A brand is a living entity -- and it is enriched or undermined cumulatively over time, the product of a thousand small gestures.”
- Michael Eisner, former CEO of Disney
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What is design?
Design is thinking.
The purpose, planning or intention that exists -- or is thought to exist --
behind an action, fact, or material object.
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Good design is thoughtful...
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inventive...
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...and memorable.
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Brands are social currency.
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Fundamentally, people want to belong to something bigger than themselves and brands
are one way to do that.
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The History
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In the digital age transparency is inevitable. Informed consumers can expose the
hypocrisy of brands and corporations.
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Social brands.
• 2.5 Billion Google searches every day
• 1000 Facebook and Twitter posts per second
• Average teen sends a text message every 20 minutes they’re awake
• More video uploaded to YouTube every month than the major TV networks have broadcast in the last 60 years
Monday, February 25, 13
“Our ethos is all that we currently hold to be true. It is what we act upon.
It governs our manners, our business and our politics.”
- Howard Zinn, Activist
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What’s your purpose? What do you stand for?
Why should anyone care?
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What’s YOUR Brand?
• What’s your purpose, vision and values?
• What do you want to be?
• What are your customers saying?
• What do people really want or need?
• How might you give it to them?
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Building YOUR Brand
1. Position
2. Personify
3. Perform
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Building YOUR Brand
1. Find + define your purpose
2. Think big + be creative
3. Design + align customer touch points
4. Communicate clearly + strategically + often
5. Deliver
6. Measure + evaluate customer satisfaction
7. Make improvements
8. Repeat
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PROJECT RACER
“A race is a work of art that people can look at and be affected in as many ways as they’re capable of understanding.” - Steve Prefontaine
Create a business model, brand and product mix that personifies the following values and beliefs:
1. Meaningful art and design inspires the human spirit.2. A healthy life is made by the choices we make between races.3. Living well and doing good is an art form.4. The most important race we’ll ever run is how we live our lives.5. Art and design can inspire health and health can inspire art and design.
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PROJECT RACER
“For those who live well, RACER inspires action
and pleasure by design.”
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The Art of Racing
“A race is a work of art that people can look at and be affected in as many ways as they’re capable of understanding.” - Steve Prefontaine
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Strong Brand Traits: How do we stack up?
1. Unique / Relevant Idea
2. Differentiated Positioning
3. Credibility / Authenticity
4. Real & Perceived Value
5. Customer-led / Empathic / Humane
6. Service-oriented
7. Aligned Leadership & Culture
8. Design-driven / Thoughtful
9. Consistency / Well-executed
10. Consumer Loyalty & Adoration
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Be Good.Be Different.
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Your brand is everything.
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Thank you.
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