Tricycle Branding 101
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Transcript of Tricycle Branding 101
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Branding 101
5 Branding Principles You Didn’t Learn in SchoolPresented by Justin Foster – Tricycle Co-Founder
101
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The Simple Idea …
What you learned about branding in school is now obsolete.
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Why?
• 6.9 Billion Channels
• Advertising Avoidance Technology
• The Trophy Kids
• The Great Compression
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5 Obsolete Concepts 1. Mass marketing
2. CPM
3. Campaigns
4. Saturation
5. Coercion
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Mass Marketing• Demographic driven
• Medium-centric
• Impersonal
• Promotes lazy marketing
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Cost Per Thousand• Uses an obsolete metric
• Creates win-win-lose scenario
• Makes “awareness” the goal
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Campaigns• Mis-aligned with business model.
• Mis-aligned with reality of brand.
• Lack flexibility and scalability.
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Saturation• Cost, cost, cost
• Little or no response measurement
• Does this work in relationships?
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Coercion• Inspiration v manipulation
• Who is your first audience?
• The Glass House.
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Source: Jeremy Allaire, founder/CEO of BrightCove
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What to Do About It1. Make people really, really
happy.
2. Don’t stop advertising.
3. Create marketing that isn’t marketing.
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What to Do About It4. “Socialize” your brand.
5. Spending money isn’t marketing.
6. Think and act 1:1
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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.
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Questions & Discussion