Post on 24-Sep-2020
transcript
BRANDING The truth
BRAND = MEANING EXISTENTIAL HUMAN NEED
Because of our human need for pattern and stories and meaning
COMMERCE BRAND CULTURE
BRAND
03
BRAND
DCI John Luther 03DI Tom Mathias DI Jimmy Perez Kurt Wallander DCI John Barnaby
DS Steve Arnott DI Stephen Grover
Seven different British TV detectives. From different authors.
From different TV production companies. With different stories. In different settings.
They all drive the same brand of car. Volvo.
BRAND = MEANING
BRAND
FUNCTIONAL BRANDS HAVE A SMALL SET OF MEANINGS
BRAND
HIUT DENIM “Give 400 people their jobs back”
The HIUT story https://vimeo.com/262416913
BRAND
WHAT IS BRAND? The complex totality of everything that people:
About a product or company
THINK FEEL HEAR SAY IMAGINE FEAR HOPE
BRAND
BRAND AS MEANING
BRAND
BRAND STRENGTH
STRONG
WEAK
POSITIVENEGATIVE
AVOID BEST
START HERERECOVER FROM HERE
HOW AREBRANDS MADE? By stories – which create meaning We tell stories to make sense of the world and our lives
BUT… strategic brand marketing is needed too!
BRAND
BRAND
Brand stories must be as existential as the human need itself Great brands therefore, must be…
AUTHENTIC COMPELLING DISTINCTIVE EXCELLENT
CONTRIBUTIVEand from now…
CREATING A NEW BRAND STORY Blackshore is a great idea, but…
BRAND
DIDN’T COME TO LIFE UNTIL… We committed to a place, to a community, to a mission beyond…
BRAND
BRAND ISN’T ABOUT WHAT YOU SAY It’s about what you DOwhat you ARE what you CONTRIBUTE
BRAND