CHIARA ALIOTTApresents

HELLO!

GEOMETRIA , Medium, 80pt

FONT USED

GEOMETRIA , Medium, 80pt

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I AM

and this presentation contains subliminal messages

CHIARA

THE 3

KILL YOUR BRAND

s THAT

C also stands for Chiara

doesn’t contain a C

…but I am the Joomla! Brand Manager so I am supposed to talk about it too!

BRAND?WHAT IS A

let’s see how many of you are brand killers….

A brand is not what you say it is.

IT’S WHAT THEY SAY IT IS.

The Brand Gap

MARTY NEUMEIER

$37.4 billion (Forbes)

BRAND VALUE IN 2014

$18.2 billion (Forbes)

BRAND VALUE IN 2014

$104.7 billion (Forbes)BRAND VALUE IN 2014

SO HOT?WHY ARE BRANDS

…and why do we all want one?

Once upon a time….

FACTORIES

Once upon a time….

CAPITAL

Once upon a time….

PATENT

Today

INTELLECTUAL

BRAND KILLERHOW TO BE A

…no? Seriously?!!

BRAND KILLERHOW TO IDENTIFY A

… and be sure you are not one already!

CLUTTER

CLUTTER

CLARITY

little questions

Who are you?

3

What do you do?

Why does it matter?

WHO?

the only motorcycle manufacture

WHAT?

that produces original and timeless motorbikes

WHY?for people who want to ride an icon of style

vespa.com

WHO?

a global community

WHAT?

that spreads the love for analogue photography

WHY?

for people who ignite a new style of artistic experimental photography

lomography.com

What makes Joomla! the only one?

Joomla! is the only

that .

worldwide project

builds a community around digital publishing and collaboration

WHO?

the only contributor-driven project

WHAT?

that develops award-winning web solutions

WHY?

for a community who wants to build secure, easy-to-use and powerful digital applications

joomla.org

CONFUSION

Athens, 2012

LOGO OSRAM

Since 2001

Malpensa Airport, Milan 2014

APPLE?!

by Sacha Goldberger RIDERS

by Sacha Goldberger RIDERS

CONFUSION

COHERENCE

little question1

Are you remarkable?

Coca Cola 2013OPEN HAPPINESS

Diesel, 2010BE STUPID

Joomla!Brandmark

Joomla!Logotype

Joomla!Tagline

The Registered mark protects Joomla!

COLDNESS

December 2013UPS. We [heart] logistics

BarillaItaly’s No.1 PastaSeptember 2013Barilla. The choice of Italy.

COLDNESS

CARE

Our emotions change the way we think, and serve as constant guides to appropriate

behavior, steering us away from the bad, guiding us toward the good.

Donald A. Norman

EMOTIONAL DESIGN

little question1

How does it make you feel?

JUST DO IT.

Self-achievement

nike.com

Tokyo. Launch of Mini iPad

THINK DIFFERENT

Desire to belong

How does Joomla! make you feel?

little question for you1

A brand is a living entity.The DNA of your company.

How to kill a brand

CHIARA ALIOTTA

KEEP IT ALIVE!

THANK YOU!