Defining a brand - Fall 2013

Wednesday, August 28, 13

Belmont EIS 2350Creative Entertainment Technologies

Defining a Brand


The obvious question:

WHAT IS A “BRAND”(and the less obvious “Why should I care?”)


What is a brand?Dictionary.com defines “brand” as: 1.! kind, grade, or make, as indicated by a stamp, trademark, or the like: the best brand of coffee.2.! a mark made by burning or otherwise, to indicate kind, grade, make, ownership, etc.3.! a mark formerly put upon criminals with a hot iron.4.! any mark of disgrace; stigma.5.! branding iron.6.! a kind or variety of something distinguished by some distinctive characteristic: The movie was filled with slapstick—a brand of humor he did not find funny.7.! a burning or partly burned piece of wood.8.! Archaic. a sword.9.! to label or mark with or as if with a brand.10.!to mark with disgrace or infamy; stigmatize.11.!to impress indelibly: The plane crash was branded on her mind.12.!to give a brand name to: branded merchandise.13.!to promote as a brand name.


What is a brand REALLY?

Identity.



Reputation.



Expectation.



Expectation.A Brand is simply a reputation. It’s what people say when you’re not in the room, and branding is the discipline of influencing that reputation. It is not reserved solely for the marketing department, but it is a company wide initiative and benefit.


http://www.matchstic.com/

http://www.matchstic.com/

http://www.youtube.com/watch?v=JKIAOZZritk

http://www.youtube.com/watch?v=JKIAOZZritk

And How Do I Create One?

Name

Logo

Slogan


What’s in a name?

Some names are very “dot com”


What’s in a name?

Some names take common things and turn them into

new brands.


What’s in a name?

And some names are so good, they define an absolute category.


Lookin’ at Logos

Some images say it all.


Slogans: Name That Brand!



“The ultimate driving machine.”



“Melts in your mouth...”



“Breakfast of Champions”



“Think Different.”



“Let your fingers do the walking.”


Slogans: Some brands are smart enough to use their own names.


“Got ****?”




“Built **** Tough.”



“You’re in good hands with *******.”


http://youtu.be/PWw600H7bg0

http://youtu.be/PWw600H7bg0


“**, We bring good things to life.”


http://youtu.be/6NuXh-VJaM8

http://youtu.be/6NuXh-VJaM8


BONUS:

******, take me away!!!


http://youtu.be/WVf1lClfBng

http://youtu.be/WVf1lClfBng

Slogans can also be“audible”


http://www.youtube.com/watch?v=SjT2hAydPnk&list=PL105CA88571477981



























































































Why?

Impressions - The more you see, hear, experiencesomething. The more easily you’re able to recall it in

the future.

It’s the reason BILLIONS are spent on Advertising annually(But More On That Later...)


LET’S TALK ABOUT ENTERTAINMENT BRANDS.

These brands are iconic.Wednesday, August 28, 13

http://www.tokyomusicjapan.com/auction/KissKami06set.JPG

http://www.tokyomusicjapan.com/auction/KissKami06set.JPG

... and of course Sports ...


These Brands are ICONIC

Because ofBRAND CONSISTENCY


AND A BIT ABOUT

Brands can be popular, but not necessarily iconic.

BRAND CONSISTENCY


Name that artist!


Album Titles = Slogans.Movie Taglines = Slogans


Entertainment SlogansMusic:

Titles = Slogans.



Titles = Slogans.Sgt. Pepper's Lonely Hearts Club Band




The Joshua Tree




The Joshua Tree

Are You Experienced?




The Joshua Tree


Highway To Hell




The Joshua Tree


Highway To Hell

No Strings Attached




The Joshua Tree


Highway To Hell

No Strings Attached

Born To Run




The Joshua Tree


Highway To Hell

No Strings Attached

Born To Run

The Beatles

U2

Jimi Hendrix

AC/DC

‘NSync

Bruce Springsteen


Movie Taglines

Who You Gonna Call?

Why So Serious?

Some Guys Just Can’t Handle Vegas

You’ll Never Go In The Water Again

Your Mind is the Scene of the Crime


Movie Taglines

Who You Gonna Call?

Why So Serious?

Some Guys Just Can’t Handle Vegas

You’ll Never Go In The Water Again

Your Mind is the Scene of the Crime

Ghostbusters

The Dark Knight

Hangover

JAWS

Inception


Artists Using “Slogan”

“What?”“Okay”


Artists Using “Slogan”

“What?”“Okay”

“Uhhhh”“No Limit Soldier”


Who Comes Up With This Stuff?


Who Comes Up With This Stuff?

You Do!Wednesday, August 28, 13

KNOW THYSELF.To Brand Others. You must first understand YOUR Brand


KNOW THYSELF.To Brand Others. You must first understand YOUR Brand

To know yourself is to understand your perspective on the World.


Once you understand YOURSELF you are able to justify the strategic decisions you make for yourself and those you serve.



- I totally wrote that



- I totally wrote that

We Derive our Branding Ability from ourPERSONAL BRANDING


http://www.michael-sloane.com/why-does-personal-branding-matter/

http://www.michael-sloane.com/why-does-personal-branding-matter/

Personal Branding Consistency

BRAND CONSISTENCY DEFINED: An attempt to communicate the brand message in a way which doesn’t detract or wander away from the core brand proposition


Madonna Knows Herself.


Bono Knows Himself.


Do you know YOURSELF?


Elements of a personal brand:

This WILL be on the Branding TestWednesday, August 28, 13

Elements of a personal brand:Appearance



Personality traits



Personality traits

Psychological attributes



Personality traits


Spiritual views



Personality traits


Spiritual views

Political opinions



Personality traits


Spiritual views

Political opinions

Social associations



Personality traits


Spiritual views

Political opinions

Social associations

OccupationThis WILL be on the Branding Test


Personal Appearance


Personal AppearanceHow do you wear your hair?



Do you wear makeup? And if so, how much?




Clothes/shoe/fashion choices





Designer/Thrift?





Designer/Thrift?

Who cares?





Designer/Thrift?

Who cares?

Do you wear perfume/cologne?





Designer/Thrift?

Who cares?


Do you notice the choices of others?





Designer/Thrift?

Who cares?


Do you notice the choices of others?

Do you like the way you look?Wednesday, August 28, 13

Personality Traits


Personality Traits

Introverted or Extroverted


Personality Traits


Camera shy or camera whore?


Personality Traits



Optimist or Pessimist


Personality Traits




Self or community-centric?


Personality Traits





Open-minded or opinionated?


Personality Traits





Open-minded or opinionated?

Intellectual or “salt of the Earth?”


Psychological Attributes


Psychological AttributesParanoid/Trusting



Visionary/Structured (or both!)




High Strung/Zen




High Strung/Zen

Stressed out/At peace




High Strung/Zen


Happy/Sad




High Strung/Zen


Happy/Sad

Inspired/Depressed




High Strung/Zen


Happy/Sad

Inspired/Depressed

Facebook couldn’t list all of these attributes if they tried.


Spiritual Views


Spiritual ViewsReligiously-based:



“Mine is the only choice.”




“My choice is mine and your choice is yours.”





“I lean this direction but don’t have a strong opinion either way.”






“I am spiritual but not religious.”






“I am spiritual but not religious.”

“I don’t believe in human souls/life after death.”


Political Opinions


Political OpinionsRight Wing (Conservative/Republican)



Left Wing (Liberal/Democrat)




Independent/Non-party affiliated





Constitutionalist/Literalist (the law is written and should be interpreted literally.)






Indifferent






Indifferent

Disenfranchised


Social Affiliations


Social AffiliationsSocialite



One to mix business and pleasure?




Small group of close friends





Large group of close friends






Large group of loose friends







Very active online - not so much in the “real world.”







Very active online - not so much in the “real world.”

Some mix of the above


Occupation


OccupationRisk taker or task taker?



Entrepreneur or enterprise supporter?




Happy now or happy later?





Work = personal brand or necessary evil?






Living for the weekend or always on the clock?







Executive, manager or on the front lines?







Executive, manager or on the front lines?

Philanthropic or ladder climbing?


Hardly the definitive list.


Hardly the definitive list.Car you drive



Family dynamics



Family dynamics

Guilt/Regret influences



Family dynamics


“Life should be easy” / “Life should be hard”



Family dynamics



I expect... vs. I hope...



Family dynamics




Importance you place on others’ opinions



Family dynamics




Importance you place on others’ opinions

Food you eat, music you listen to and so on...


Your Personal Brand DEFINES Your Decisions


HOW THIS PLAYS OUT


Scenario One:


Scenario One:Madonna wants to fire her manager and hire you. It’s guaranteed millions. She’s about to release her highly controversial book, “SEX.” What do you do?



Accept because you have no moral hang-ups about it.




Accept the job and separate her decisions from yours.





Accept with a sense of guilt and go forward.





Accept with a sense of guilt and go forward.

Decline on ethical grounds.


Scenario Two:


Scenario Two:Bono asks you to volunteer approximately 60 hours a week to a UN-supported humanitarian cause for three months. You’re broke and would have to work at least a part time job as well to make the rent. What do you do?



Accept it because its Bono! (and a great career move.)




Accept it because it’s a noble cause.





Accept it because its Bono AND a noble cause.





Accept it because its Bono AND a noble cause.

Decline on financial grounds.


Scenario Two:


Scenario Two:

And what if it wasn’t Bono, but your next door neighbor that asked?


Scenario Two:




Scenario Two:



Accept it because it could be a good career move.


Scenario Two:




Both of the above.


Scenario Two:


Scenario Two:

And what if it wasn’t a UN cause, but a completely unknown non-profit group with little career relevance?


Scenario Two:




Scenario Three:

Working with a film project...


Scenario Three:


Scenario Three:

You fall in love with a project and they ask you to write, film and promote it. To be effective, you’ll need to commit to 60 hours of work per week, plus your regular “job” to pay the rent. What do you do?


Scenario Three:


Accept it because you love the project.


Scenario Three:





Scenario Three:




Both of the above.


Scenario Three:


Scenario Three:

... and what if you love the project but you see absolutely ZERO mainstream and/or financial potential for the film?


Scenario Three:




Scenario Three:




Both of the above.


Scenario Three:


Scenario Three:

... and what if the project is so left of center, working with them could actually damage your career potential?

Decline on professional grounds.


Both of the above.



THE SAME THINGS THAT DEFINE OUR PERSONAL ‘BRANDS’ INFLUENCE OUR ACTIONS.

(And vice-versa.)


Defining a brand - Fall 2013

Business

Transcript of Defining a brand - Fall 2013