BRAND THINKING

Vol. 1 Peter Quinn

Made in the mind

and expresses the true value, personality, and promise of the company and its people.

It creates a visceral connection.

TRUST

Strong brands are built for the long haul.

Campaigns are for the quick shot.

A BRAND IS THE MEANING BEHIND THE BUSINESS.

A CAMPAIGN IS THE WAY TO CONNECT.

IT’S ABOUT BUILDING THE RIGHT CHEMISTRY

WITH THE RIGHT PEOPLE

IN A WAY THAT IS EASY AND MEANINGFUL FOR THEM

SOCIALLY POLITICALLY ENVIRONMENTALLY CULTURALLY ECONOMICALLY

SOCIALLY POLITICALLY ENVIRONMENTALLY CULTURALLY ECONOMICALLY

THE EVOLUTION OF BRAND

How did we get here?

?!

1890 1940 1960 1980 2005 2017

Label of Authenticity

Industrial Revolution

Focus on Naming /

Logo & Mark

Simulated Relationships

Responding to the

disconnect of mass

production saw a rise

in archetypal

personas

Product Benefits

Differentiating

products by their

ability to work better,

taste better, become

more reliable and

enjoyable

Identity Projection

Moving away from

the practical value to

the intrinsic value due

to crowded product

market

Tribal Alliance Brands not only a

symbol for identity,

but fulfill a need for

meaning and

belonging

Social Significance It’s OK to belong,

If it accomplishes

something

Where Is it heading?

THE EVOLUTION OF BRAND

?!

1890 1940 1960 1980 2005 2017

Label of Authenticity

Industrial Revolution

Focus on Naming /

Logo & Mark

Simulated Relationships

Responding to the

disconnect of mass

production saw a rise

in archetypal

personas

Product Benefits

Differentiating

products by their

ability to work better,

taste better, become

more reliable and

enjoyable

Identity Projection

Moving away from

the practical value to

the intrinsic value due

to crowded product

market

Tribal Alliance Brands not only a

symbol for identity,

but fulfill a need for

meaning and

belonging

Social Significance It’s OK to belong,

If it accomplishes

something

THE EVOLUTION OF BRAND

?!

1890 1940 1960 1980 2005 2017

Label of Authenticity

Industrial Revolution

Focus on Naming /

Logo & Mark

Simulated Relationships

Responding to the

disconnect of mass

production saw a rise

in archetypal

personas

Product Benefits

Differentiating

products by their

ability to work better,

taste better, become

more reliable and

enjoyable

Identity Projection

Moving away from

the practical value to

the intrinsic value due

to crowded product

market

Tribal Alliance Brands not only a

symbol for identity,

but fulfill a need for

meaning and

belonging

Social Significance It’s OK to belong,

If it accomplishes

something

THE EVOLUTION OF BRAND

?!

1890 1940 1960 2005 2017

Label of Authenticity

Industrial Revolution

Focus on Naming /

Logo & Mark

Simulated Relationships

Responding to the

disconnect of mass

production saw a rise

in archetypal

personas

Product Benefits

Differentiating

products by their

ability to work better,

taste better, become

more reliable and

enjoyable

Identity Projection

Moving away from

the practical value to

the intrinsic value due

to crowded product

market

Tribal Alliance Brands not only a

symbol for identity,

but fulfill a need for

meaning and

belonging

Social Significance It’s OK to belong,

If it accomplishes

something

1980

THE EVOLUTION OF BRAND

?!

1890 1940 1960 2005 2017

Label of Authenticity

Industrial Revolution

Focus on Naming /

Logo & Mark

Simulated Relationships

Responding to the

disconnect of mass

production saw a rise

in archetypal

personas

Product Benefits

Differentiating

products by their

ability to work better,

taste better, become

more reliable and

enjoyable

Identity Projection

Moving away from

the practical value to

the intrinsic value due

to crowded product

market

Tribal Alliance Brands not only a

symbol for identity,

but fulfill a need for

meaning and

belonging

Social Significance It’s OK to belong,

If it accomplishes

something

1980

THE EVOLUTION OF BRAND

?!

1890 1940 1960 1980 2005 2017

Label of Authenticity

Industrial Revolution

Focus on Naming /

Logo & Mark

Simulated Relationships

Responding to the

disconnect of mass

production saw a rise

in archetypal

personas

Product Benefits

Differentiating

products by their

ability to work better,

taste better, become

more reliable and

enjoyable

Identity Projection

Moving away from

the practical value to

the intrinsic value due

to crowded product

market

Tribal Alliance Brands not only a

symbol for identity,

but fulfill a need for

meaning and

belonging

Social Significance It’s OK to belong,

If it accomplishes

something

THE EVOLUTION OF BRAND

?!

1890 1940 1960 1980 2005 2017

Label of Authenticity

Industrial Revolution

Focus on Naming /

Logo & Mark

Simulated Relationships

Responding to the

disconnect of mass

production saw a rise

in archetypal

personas

Product Benefits

Differentiating

products by their

ability to work better,

taste better, become

more reliable and

enjoyable

Identity Projection

Moving away from

the practical value to

the intrinsic value due

to crowded product

market

Tribal Alliance Brands not only a

symbol for identity,

but fulfill a need for

meaning and

belonging

Social Significance It’s OK to belong,

If it accomplishes

something

THE EVOLUTION OF BRAND

WE MOVE FROM

PUSHED SHARED to

WE MOVE FROM

BUYING BELONGING to

WE MOVE FROM

CUSTOMERS TRIBES to

WE MOVE FROM

PRODUCT IDEA to

WE MOVE FROM

CONSUMER BELIEVER to

WE MOVE FROM

MAKER LEADER to

BRAND As brands attract believers

and earn social equity, the

more the power is co-owned

with its tribe.

POV

WITH GREAT POWER COMES GREAT RESPONSIBILITY

WITH GREAT POWER COMES GREAT RESPONSIBILITY

Brands are now expected to weigh-in on

issues historically left to public figures.

As a result, like public

figures, they are held

more accountable for their point-of-view and

their actions.

socia

l equity

governance - +

+

-

While mobile has become a great point of access for brands, it has also become a powerful tool for consumers with a real-time speed of response.

Power In The Hands Of The Believer

The more a corporation scales into the public space, the more its brand and business strategy needs to adopt a shared mission with public need.

Shared Value

PUBLIC

NEED

CORPORATE

INVESTMENT solution

EARLY ADOPTERS SEE THIS AS AN OPPORTUNITY

Shared Value

LAGGING BRANDS WILL GET LEFT BEHIND >

$Value Projections Sustainability Reputation Ubiquity Engagement Social Impact

How your brand will be measured

J

WHERE IS YOUR BRAND HEADING? WHERE IS YOUR BRAND HEADING?

SpecialThanksto:

StevenKostantNaomiKleinofNoLogoBrandIndex

PeterQuinnCrea?veDirector/CulturalAgent©2017Nottoberepurposed,altered,orusedwithoutexpressedpermissionfromPeterQuinnContactMeOnLinkedin