Branding 101 - 5 things about branding you didn't learn in school.
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Branding 101 5 Branding Principles You Didn’t Learn in School Presented by Justin Foster – Tricycle Co-Founder 101
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This is the presentation I gave at Meridian Business Day on 11/10. A better title is "5 myths about branding ... and what to do about them." But that was a little long. This presentation deals with how branding really works when the economy is in the "Great Compression".
Transcript of Branding 101 - 5 things about branding you didn't learn in school.
Branding 101
5 Branding Principles You Didn’t Learn in SchoolPresented by Justin Foster – Tricycle Co-Founder
101
The Simple Idea …
What you learned about branding in school is now obsolete.
Why?
• 6.9 Billion Channels
• Advertising Avoidance Technology
• The Trophy Kids
• The Great Compression
5 Obsolete Concepts 1. Mass marketing
2. CPM
3. Campaigns
4. Saturation
5. Coercion
Mass Marketing• Demographic driven
• Medium-centric
• Impersonal
• Promotes lazy marketing
Cost Per Thousand• Uses an obsolete metric
• Creates win-win-lose scenario
• Makes “awareness” the goal
Campaigns• Mis-aligned with business model.
• Mis-aligned with reality of brand.
• Lack flexibility and scalability.
Saturation• Cost, cost, cost
• Little or no response measurement
• Does this work in relationships?
Coercion• Inspiration v manipulation
• Who is your first audience?
• The Glass House.
Source: Jeremy Allaire, founder/CEO of BrightCove
What to Do About It1. Make people really, really
happy.
2. Don’t stop advertising.
3. Create marketing that isn’t marketing.
What to Do About It4. “Socialize” your brand.
5. Spending money isn’t marketing.
6. Think and act 1:1
What to Do About It
7. Be bold about why you are different and better.
8. Stop pitching; start preaching.
9. Be a great storyteller.
Questions & Discussion
