Brand New Worldwith

Eric Hughes & Rob Rubinoff

Meet Mad Genius.

What we say to people on elevators (12… 11… 10…)

Mad Genius fuses marketing insight and strategy with design,

interactive, social, video and animation wizardry to supply limitless ideas to progressive brands looking to build real

momentum.

We’re Social.(Come say hello.)

facebook.com/madgsocial

@madgsocial

madgsocial

Meet Eric.

• VP Creative Director• Brand Strategist. Creative Coach. Intergalactic Award-winner.

• Youth Soccer Adrenaline Junkie.

Meet Rube.

• Information Architect• Helps clients navigate the ever-changing digital landscape

• Rabid Hurricanes Fan

Let’s Get

Started.

Here’s where to find this presentation!

madg.com/mba-2011

Vocab

• Marketing - what you say you are

• Brand - what your audience says you are

• Fracture - costly break in Brand consistency

• Fusion - valuable bridge in Brand consistency

What Brave Brands Know

• Media landscape grows & changes daily

• Audiences are fickle and vocal

• Watch, listen, respond, win!

What Brave Brands Brand

• 37 Signals (Basecamp)• Apple (iPod, iPhone, iPad)• Intel (Pentium)

What Brave Brands Do

Get 3 things right early:• Audience analysis 1st, design

2nd• A good brand name is half the

battle• Nail a key message you can

say

A Genius In The Making

Car Services Web + Mobile App

All auto services: Glass, Parts & Supplies Repair, Body ShopsCar Dealers - Car Wash Gas & Service Stations

Motorcycle Dealers, Repair

Oil Changes * Parking Smog Check Stations, Stereo Installation? Tires , Towing! Windshield Installation & Repair

Geo-locating for all car services!Ad-based revenue model!

Names? Car Butler AutoMate(COOl!)

"Car”lton Car Jeeves?

A Less Than Genius Start

Of course, Car Jeeves’ main audiences must be:

Execs! Attorneys! Doctors!

A Less Than Genius Start

Introducing CarJeeves!

First round of funding and launch!The result?...

A Less Than Genius Start

Corks don’t pop

• Unique visitors = 90%+• Target market less than 10% of registered users• Huge abandonment issues

Time for Brave Reflection

This is when Brands tend toknock on our door.

Here’s what we do. (And you can too!)

Your “Brand” is the direct result of how well your company/org Fuses:

Time for Brave Reflection

• key perceptions • operations• brand assets • strategic directions• key audiences • competition• desired audiences • trends

Your “Brand” is the direct result of how well your company/org Fuses:

Time for Brave Reflection

• key perceptions • operations• brand assets • strategic directions• key audiences • competition• desired audiences • trends

Brave Brands Seek Fusion

Brand Fusion is a one-day workshop that harvests open, insightful input from your leadership team to prioritize the factors that determine your company’s success and fuse your message with your Brand’s greatest opportunity.

Brand Fusion

Brand Fusion

Brave Brands RebootAudience & Industry Insight Sources

Free: Ad Age White Papers @

http://adage.com/whitepapers

$$: Adology @ http://www.ad-ology.com

$$$:Market Research.com @

http://www.marketresearch.com$60 to $150 on the low-end, $8,000 to $11,000 on

the high-end.

Brave Brands Strategize

• Married, mid-class, kids, beyond busy • 35 million (40 by ‘12)• 2/3 use web to research products & services• 95% say web saves time• More women use car washes & fast lube centers than men

Meet “iMom”

Sources: 1. eMarketer.com 2. Opinion Research Corporation / AOL Study and Road & Travel Magazine

3. International Carwash Association and National Institute for Automotive Service Excellence

Brave Brands Strategize

• Save time• Make errands “easier”• Technology that streamlines her life (a little helper)• Want marketers to “get” them and market to them (74% say misunderstood by auto category)

She Really Wants:

Source: 1. Sheconomy.com

Exploit The Obvious!

App Reviews: “Car Wash Locator”

2 Star Avg.21 Ratings

Source: iTunes internal App Reviews

ColinHanna – Jan 31, 2010

“Some listed washes turn out to be closed while others are not listed.”

Piloto176 – Apr 14, 2010

“Updates would be useful with real time info on washes that are open or no longer in business.”

Brave Brands Underdo ItAudience Insights =

Streamlined User Experience• Narrow Scope – Car Wash, Oil

Change, Tires, Towing • Lazy Registration• Focus on Returning Visitors• YELP Reviews via API

Now we’re getting some Fusion!

Source: Getting Real, 37 Signals, p13

Be Brave From The Start

ReviewAudience analysis firstDig deep for insights

Learn from customer reviewsDesign based on insight

(underdo?)

What’s In A Brave Name?

Good Names • Available

• Benefit-oriented

• Short

• “Oops-proof”

Still great? GREAT!

Bad Names • Taken/Conflicted

• “Cool-sounding”

• Long

• Oops-prone

What’s In A Brave Name?Availability

Quick check @ http://tess2.uspto.gov/

> Enter Brand name

> Select “Live”

> “Submit Query”

Woo-hoo! But check with a trademark attorney.

Good name, 2 Live claims, check with trademark attorney. Don’t fall in love.

What’s In A Brave Name?

Benefit-Oriented“BaseCamp” = Rally point for teams

iPod = Apple’s portable music player

Pentium = A new element of intelligence

What’s In A Brave Name?Short

4 -7 items (limit of working memory 1)

Use SEO keyword in domain

Grab misspellings – http://goo.gl/QfRdA

.COM is KING

Be creative – http://domai.nr

Source:1.Working Memory Capacity, Nelson Cowan, 2005

What’s In A Brave Name?

WARNING: The following names

and urls are real and NSFW!

“Oops-proof”

What’s In A Brave Name?

Pen Island >

Therapist Finder >

Who Represents >

penisland.net

“Oops-proof”

What’s In A Brave Name?“Oops-proof”

Pen Island >

Therapist Finder >

Who Represents >

penisland.nettherapistfinder.com

What’s In A Brave Name?“Oops-proof”

whorepresents.com

Pen Island >

Therapist Finder >

Who Represents >

penisland.nettherapistfinder.com

Brave Brands Love Options

and the winner is…

Pssst. Couldn’t we have done this from the

start?

Pssst. Couldn’t we have done this from the

start?

What’s In A Brave Name?

Review

Quick-check availability

Connect to a benefit

Keep it short

Oops-proof it

Message Bravely

“Commitment to quality.”“Customer-centric.”“Service-oriented.”

Messages? No. Expectations.

Message BravelyCarPixie is committed to

creating a quality web experience by providing customer-centric

usability connected to service-oriented partners.

Message? No.Mission.

Brave Shines In Elevators

Brave Shines In Elevators

(Brand) is the (insight-driven adjective) way for (insight-driven

goal)to (product feature-enabled

benefit.)“Really? Tell me more.”

12, 11, 10...

Message Starter Template

CarPixie Brand Fusion

CarPixie.com is the quickest,

easiest way for today’s beyond-busy women to

find the car care services they use the most - right

now, right where they are.

“CarPixie.com is the easiest way for today’s beyond-busy woman to find the car care services she uses most - right

now,

wherever she is.”

“CarPixie.com is the easiest way for today’s beyond-busy woman to find the car care services she uses most - right

now,

wherever she is.”

“Really? Tell me more”

(12, 11, 10…)

“Really? Tell me more”

(12, 11, 10…)

Get car stuff done quick

Message Bravely

Review

Message beyond “expectations”

Missions ≠ messages

Make your message “elevator-ready”

Oops, I Bwoke My Bwand. 3 Options

1. “Scrap it”

2. “Scrap metal it”

(Car Jeeves > Care Pixie)

3. “Have another baby”

(Car Jeeves + Car Pixie)

Brand New WorldTakeaways

Get three things right early:Audience analysis first,

design secondA good Brand name is half the

battleNail a key message you can say

Want to talk more?Breakouts

Naming Your Business: 2:30-3:15Marketing & Branding: 3:15-4:00

Here’s where to find this presentation!

madg.com/mba-2011

facebook.com/madgsocial

@madgsocial

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