1. Branding 101 5 Branding Principles You Didnt Learn in School Presented by Justin Foster Tricycle Co-Founder 101

2. The Simple Idea What you learned about branding in school is now obsolete. 3. Why?

6.9 Billion Channels

Advertising Avoidance Technology

The Trophy Kids

The Great Compression

4. 5 Obsolete Concepts

Mass marketing

CPM

Campaigns

Saturation

Coercion

5. 6. Mass Marketing

Demographic driven

Medium-centric

Impersonal

Promotes lazy marketing

7. Cost Per Thousand

Uses an obsolete metric

Creates win-win-lose scenario

Makes awareness the goal

8. Campaigns

Mis-aligned with business model.

Mis-aligned with reality of brand.

Lack flexibility and scalability.

9. Saturation

Cost, cost, cost

Little or no response measurement

Does this work in relationships?

10. Coercion

Inspiration v manipulation

Who is your first audience?

The Glass House.

11. Source:Jeremy Allaire, founder/CEO ofBrightCove 12. What to Do About It

Make people really, really happy.

Dont stop advertising.

Create marketing that isnt marketing.

13. What to Do About It

Socialize your brand.

Spending money isnt marketing.

Think and act 1:1

14. What to Do About It

Be bold about why you are different and better.

Stop pitching; start preaching.

Be a great storyteller.

15. Questions & Discussion 16. Contact Justin @brandmilitia on Twitter www.facebook/justinfoster 208.841.3497 [email_address]