Modern Branding

Slideshow Transcript

1. Slide 1: Modern Branding. September 23, 2008
2. Slide 2: “A brand is simply a collection of perceptions in the mind of the consumer.” Paul Feldwick - 1991
3. Slide 3: “A brand is... simply the sum of the great ideas used to build that brand.” John Grant - 2006
4. Slide 4: Feldwick’s brands are built through imagery.
5. Slide 5: From the Flickr of Victor V Grant’s brands are built through experience.
6. Slide 6: From the Flickr of Pink Ponk Feldwick’s brands are products of communications.
7. Slide 7: Designed to compensate for its problems.
8. Slide 8: Disposable Surgically targeted Carefully measured dose Administered by experts Sharpened to cut through the clutter Focused down to a single point Carefully chosen ingredients From the Flickr of streetpreacher83
9. Slide 10: From the Flickr of jurek d Grant’s brands are products of a conversation.
10. Slide 11: Made stronger by more conversation.
11. Slide 12: Organically Living grown Spread far and wide A collaboration with company and customer Designed to appeal A range of different ideas Multi- dimensional From the Flickr of SplogdusMaximus
12. Slide 13: Brand Innovation Manifesto - John Grant
13. Slide 14: From the Flickr of *Gabisa Montonia
14. Slide 15: From the Flickr of Louis Beche Branding used to be about keeping things tidy.
15. Slide 16: From the Flickr of mark knol Branding is now about managing complexity.
16. Slide 17: Can you create a different product with the same processes?
17. Slide 18: Can you create a different product with the same disciplines?
18. Slide 19: Can you create a different product with the same people?
19. Slide 20: From the Flickr of benrybobenry Experience can be more of a hindrance than a help.
20. Slide 21: From the Flickr of SplogdusMaximus
21. Slide 22: From the Flickr of moriza Are our customers better at branding than us?
22. Slide 23: Let’s talk. zeusjones.com/blog twitter.com/adrianho friendfeed.com/adrianho