'Box Lunch: Branding
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Transcript of 'Box Lunch: Branding
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Your B(b)rand in the Modern AgeWITH
Leigh Marino & Jason Ward
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A Quick Refresher
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A brand is not JUST
• a Logo
• a Product or Service
• an Advertisement
• a Spokesperson
• a Tagline
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A modern brand
• Offers a unique benefit
• Is an extension of your
culture
• Creates an emotional
connection
• Engages audiences
• Makes (and keeps) a promise
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‘BRAND’ vs. ‘brand’
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BRAND (aka ‘Big B’)
• Executive-led
• Top-down
• One-way, promotional
• Makes a promise
• Aspirational / Idealistic
• Subjective
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brand (aka ‘Little b’)
• Experience-led
• Bottom-up
• Two-way, personal
• Keeps its promise
• Actual / Realized
• Objective
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Big ‘B’ ≠ Little ‘b’
• Fails to keep promise
• Invites negative review /
criticism
• Creates detractors
• Reliant on Advertising/Marketing
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Big ‘B’ = Little ‘b’
• Delivers on promise
• Invites conversation, review, referrals
• Creates loyalty and advocates
• Leverages organic/social promotion
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A Few Examples
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PATAGONIA challenges Nike’s dominance in the market by authentically embracing its unique ‘brand’ and leveraging it against Nike’s ‘Brand.’
NIKE vs Patagonia
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OREO’s ‘Brand’ is strong and consistent… and backed by a team empowered to own the ‘brand’ experience (even when it happens in the middle of the big game.)
OREO
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RADIO SHACK is proof that a ‘Brand’ can and should evolve/adapt by understanding and embracing its authentic ‘brand.’
Radio Shack
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“Modern brands reflect real experiences, rather than promising unrealistic ones.”
“Your brand begins with your culture—the experience you create for your team.”
Lead with Culture
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• Define Purpose and Values
• Seek Cultural Alignment
• Listen to Your Audience(s)
• Empower and Engage Your Team
• Build ‘B’ with Insights from ‘b’
• Measure and Adapt your Brand
Align Your B(b)rand
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