The Difference Between Good & Great Branding
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21-Oct-2014 -
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Transcript of The Difference Between Good & Great Branding
12.19.13
THE DIFFERENCE BETWEEN GOOD & GREAT BRANDING
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IS THIS GOOD OR GREAT?
AD FROM CONTENT
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IT USED TO BE EASY TO TELL
THE MARKETER CHALLENGE:HOW TO DISCERN WHAT’S GOOD
VS. WHAT’S JUST NOVELTY
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ESPECIALLY SINCE:THERE ARE SO MANY NEW FORMS
AND FADS
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IS THIS GOOD? GREAT?
NOVELTY?
WHAT’S THE DIFFERENCE?
LOT’S OF BRANDS JUMPED ON “REALTIME”
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REALTIME ≠ GREAT
BUT A LOT OF MARKETERS GOT FATIGUED AND CYNICAL
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THE RISK:YOU CAN MISS SOMETHING
IMPORTANT
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HAMBURG 1961
HACK COVER BAND?
NOVELTY?
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HAMBURG 1961
OR
THE FUTURE OF MUSIC?
WE NEED A QUALITY FILTER:MARKETERS SHOULD HAVE A
WORKING FRAMEWORK FOR WHAT SEPARATES “GREAT” FROM “COOL”
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MILLIONS THOUGHT THIS WAS GREAT AND COOL
BRAND• PURPOSE LEAD
• CLEAR POV
• VOICE
• ACTIONS, NOT ADS
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WHY IS THIS GOOD?
BRAND BUILDING CREATIVE• ASPIRATIONAL STATEMENT
• DESIGNED FOR SHARING
• PARTICIPATORY
• REMARKABLE EXECUTION
• TIE TO PRODUCT
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PURPOSE LEAD
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POINT OF VIEW
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DISTINCTIVE VOICE
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PURPOSEFUL ACTIONS
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RESULTS?
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BACKLASH!
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IT’S GOOD (MAYBE GREAT)
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BUT WHY DID IT WORK?
BUILT-IN AUDIENCE
LITERALLY BOUGHT INTO THE IDEA
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BUT WHY DID IT WORK?
SMART OUTREACH
SHARED PURPOSE
ADVOCACY
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BUT WHY DID IT WORK?
THOUGHT LEADERSHIP
AWARENESS OF PROBLEM
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BUT WHY DID IT WORK?
GREAT TIMING• TIPPING POINT?
• OR, HOLIDAY PROMOTIONAL PUSH?
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PAID PROMOTION
READY COMMUNITY
PURPOSE & MISSION
REMARKABLECONTENT
ALGORITHM
X( )( )Luck
X
BRAND• PURPOSE LEAD
• CLEAR POV
• VOICE
• ACTIONS, NOT ADS
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CHECKLIST FOR GOOD/GREAT
BRAND BUILDING CREATIVE• ASPIRATIONAL STATEMENT
• DESIGNED FOR SHARING
• PARTICIPATORY
• REMARKABLE EXECUTION
• TIE TO PRODUCT
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• BUILD PURPOSE INTO YOUR BRAND BUY INTO THE BRAND > BUYING THE BRAND
• BUILD AN ACTIVE COMMUNITY CONNECT AROUND SHARED INTERESTS BEYOND PRODUCT FEATURES
• MARKET WITH AND FOR YOUR COMMUNITYCREATE OPPORTUNITIES TO ACT TOGETHER TOWARDS YOUR PURPOSE
• ACTIONS > ADSBROADCAST WHAT YOU AND THE COMMUNITY ARE DOING
LESSONS FOR BRAND BUILDERS
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JIM CUENEVP, MARKETING STRATEGY
A thought leader among modern marketers, Jim has been working on the internet longer than you have and has the stories and swag to prove it. A man of diverse passions and interests, Jim could open a restaurant, create its world-class brand, draft the business plan, cook the food, brew the beer, and perform the music opening night.
ABOUT THE AUTHOR
THANK YOU.
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WE GROW BUSINESSES Dream big. Implement Small. Invent now.
Bet the garden, not the farm.