Take a Walk on the Dark Side: Branding & Positioning 4 Startups & Sith Lords
Take a Walk on the Dark Side: Branding for Startups & Sith Lords (Mumbai, Nov 2014)
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Transcript of Take a Walk on the Dark Side: Branding for Startups & Sith Lords (Mumbai, Nov 2014)
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Branding for Startups & Sith Lords
Take A Walk On The Dark Side
@DaveMcClure @500Startups #INK2014 Mumbai, Nov 2014
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WARNING: REALLY.
BAD. COLORS. AND. FONTS.
COMIC SANS!
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WARNING!!! this deck is guaranteed to offend, provide tragically incorrect advice,
and perhaps get you arrested.
deal with it.
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[This Talk]• WTF is a BRAND? • Be Different. • Stand 4 SOMEthing. • Tap Into Humanity: Fear, SEX, Power! !
• Be a Hero, or a VILLAIN. • Don’t say 1000 words. • When It Works, Double Down. • Be Yourself.
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Read Geoffrey Miller.Sex + Evolution + Consumer Marketing = Awesome
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More Great Shit to Read. Psychology + Comics
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[Start(up) + Heart]
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NEGATIVE Emotion ExamplesFear, Anger, Sadness, Pain, Pathetic, Pariah
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POSITIVE Emotion ExamplesHumor, Sex, Power,
Daredevils, Babies & Kittens
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Marketing & BRANDing
• Tell a STORY, Build a Storytelling Culture • SINGLE element: Color, Animal, Number, Word • UNIQUE Position relative to Competition • Embrace NEGATIVE/Shameful Positioning (when necessary) • Know When to Get Back to PRODUCT
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What is BRAND?Brand (def): a name, term, design, symbol that identifies one seller's good or service as distinct from those of other sellers. !• Branding began as way to tell one person's
cattle from another by a hot iron stamp. • Branding is usually full of PAIN.
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• Customers • Partners • Investors • Employees • Press
Q: Who FEELS Your Brand?
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Be Different
Take Risk.
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Be Different.• Take Risk Early. (U Have Nothing 2 Lose). • Playing it Safe = Death. • Pissing People Off is OK. (in fact, #WINNING) !
• U Can’t Build Brand around INDIFFERENCE. • “Niche 2 WIN” (see blog post) • Love *or* Hate are OK… Both = Good Signal.
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Stand 4 SOMEthing.
(or stand 4 NO-thing)
CHANGE.
POWER. SEX.
PEACE.
SEXIST?
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Ronda Rousey
FIGHT.
Undefeated #1 UFC Mixed Martial Arts Female Champion
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Stand 4 SOME-thing, or Stand 4 NO-thing.
• Be ICONIC. • SINGLE word or emotion. • Don’t be afraid 2b HATED. • Don’t be afraid 2b SHAMED. • Aim for the Moon! [but land on the Roof]
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Tap Into [your] HumanityFear, Sex, Power
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Tap Into Humanity
• Fear: What u run from • Sex: Who we love, lust 4 • Power: Ability 2 Control Ur World • Family: Find Ur Tribe. • Anger: Fight 4 Ur Right [2 Party]
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Be a Hero!
or, Be a Villain (pro tip: Villians have a lot more fun :)
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Be a Hero… or a Villain• Who do u LOVE, Admire, Want 2 B? • Who do u HATE, Despise, [secretly] jealous? • Whatever u are ATTRACTED to… • Just Don’t Be BORING. • Again: Indifference = Death.
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Don’t Say 1000 words.
[just use 1 Finger]
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Don’t Say 1000 words.• 1 awesome picture. • 3 powerful words, or a few sentences. • 30 sec meaningful music or video. • Less is more. !
note: these slides are not less.
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If/When It WorksDouble Down.
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When It Works, Double Down.• If someone LOVES u, it’s working. • If someone HATES u, it’s working. • Once u get signal, try iteration, repetition. • Once u get repetition, try variation. • Good artists COPY; great artists STEAL (from themSELVES!)
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Be Your SELF.(But Be Ur SUPER Self)
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Always Be Your [SUPER] Self• Start from the Heart. • Be YOUrself. Be Authentic. Be Comfortable. • But: the MOST AWESOME, PASSIONATE u. • Find a feeling or emotion u can sustain • [sometimes even weakness can be ok]
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Are U Ready? GO 4 IT!