Earth™

Living in a Branded World

• The truth & consequence

• Play-Doh

• Pen & piece of paper

6:50

6:55

7:00

7:10

7:15

7:20

7:35

“Neil”• Gender• Region• Income-level• Language (s)• Pet• Fashion-oriented • Sports fan / competitive• Tech-savvy / likes new

gadgets• Sociability

Insights

1. Brands tell a lot about a person.

2. Brands are ubiquitous.

3. Brands are from all over the place.

Earth™

Living in a Branded World

What am I doing here?

1. The first 3 sessions were so jam-packed with action that I can’t stay away from Mini-Biz.

2. I am really here for next week’s lecture but wanted to get my seat early.

3. I thought I was supposed to vote here.

Lock in your answer...

1. The first 3 sessions were so jam-packed with action that I can’t stay away from Mini-Biz.

2. I am really here for next week’s lecture but wanted to get my seat early.

3. I thought I was supposed to vote here.

1. Batman symbol

2. An ink blot

3. 80s moustache

What is this?

Lock in your vote

Bat

man

sym

bol

An in

k bl

ot

80s

Mous

tach

e

0% 0%0%

1. Batman symbol

2. An ink blot

3. 80s Moustache

r

Brands. What are we talking about?

So, what is a brand?

“…name, term, or symbol designed to identify and differentiate the goods & services of a seller from all other sellers” (American Marketing Association)

Fries

Golden Arches

Ronald

Red

Kids

Greasy

Caring

Big Mac

Hamburger Clean

Fast food

So, there’s more to a brand.

“The awareness and the associations in the consumer’s mind.” (Keller)

1 2

3 4

Please make your selection...

Uncl

e Ji

m

Mic

hael P

helps

Post

erboy

Sw

imm

er g

irl

Som

ethin

g els

e

0% 0% 0%0%0%

1. Uncle Jim

2. Michael Phelps

3. Posterboy

4. Swimmer girl

5. Something else

Cool insight

“A brand resides in the consumer’s mind.”(Keller)

Cool insight

“… associations give meaning to the brand. ”

Cool insight

“What we think & feel about a brand will be a key determinant whether or not we purchase it.”

Living in a Branded World

1. Brands tell a lot about a person.

2. Brands are ubiquitous.

3. Brands are from all over the place.

Ultra

Pine

“pick up detergent”

1 2 3

Please make your selection...

Tid

e G

TC

Ultr

a Pin

e

0% 0%0%

1. Tide

2. GTC

3. Ultra Pine

Saves Search TimeSaves Search Time

Signal of Quality / Reduces Risk

Symbols / Community

Comfort

Comfort

Identifies source / Responsiblity

1-800-567-5723Kraft Canada Inc.

Don Mills, Ontario M3C 3J5Kraftcanada.com

“KD was my favorite brand as a kid.”

Mar

c G

arnea

u

Will

iam

Sha

tner

KD L

ang

0% 0%0%

1. Marc Garneau

2. William Shatner

3. KD Lang

“KD was my favorite brand as a kid.”

Mar

c G

arnea

u

Will

iam

Sha

tner

KD L

ang

0% 0%0%

1. Marc Garneau

2. William Shatner

3. KD Lang

Nostalgia

Consumer Benefits

• Saves time

• Reduces risk

• Signal of quality

• Be part of a community

• Responsibility

• Comfort

• Nostalgia

Source: The Brand Gap, Neumeier

#2 Brands are ubiquitous because they add value to consumers & companies

#3 Brands are from all over the world.

Favorite high-end fashion brands

Why is Italy so highly regarded for fashion?

ABC’s of world expertise

• American movies• Brazilian bathing suits / British tea• Cuban cigars / Colombian coffee• Danish pastries• Egyptian cotton• French wines• German engineering / Greek olives• Hawaiian sun tan lotion• Irish liquors / Italian design• Japanese technology / Jamaican rum

Living in a Branded World

1. Brands tell a lot about a person.

2. Brands are ubiquitous.

3. Brands are from all over the place.

So I asked Dean Todd…

Earth™

Living in a Branded World

#1 Brands tell a lot about us

http://www.metacafe.com/watch/1345252/apple_mac_2006_therapist_funny_ads /http://www.metacafe.com/watch/yt-oXcimfzLLoY/apple_get_a_mac_ad_podium/http://www.youtube.com/watch?v=oXcimfzLLoY