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Hi
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Nobody
cares about
what you do
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Nobody
can evenremember
what you do
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...but that’s okay
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#1 Danger
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#1 Goal
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if you want themto remember,
get them to care
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brand
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“brand”
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brand =
the emotional
attachmenta person
has to a thing
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brand =the currency oflong-termsuccess
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A few years into DivX,I noticed something odd
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They were not paying for our product
They were not paying for our technology
But they were paying us for something...
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DivX
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(DivX-ness)
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my conception of theworld was incomplete
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technology
product
brand
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your product
is not whatmatters
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the experience
they have withyour product
matters
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how people feel aboutthe experience
they have withyour product
matters
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how people feel aboutthe experience
they have withyour product
matters
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subjective
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emotional
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action reaction
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thing perception
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February 14July 4
September 11
December 25
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to understand,
let’s consider asimilar conce t
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you
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you
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you
how people
feel about
you
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you
reputation
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experience reputation
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you
your
reputation
What is more real?
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brand≈ reputation
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product
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product
how people
feel about
your product
What is more real?
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product
brand
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You have a brand
whether you want oneor not
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The most successful
companies purposefullybuild brands
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technology
product
brand
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technology AndroidiOS
product
brand
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how people
feel about
their iPhone
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iPhone
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Apple is building a brand
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Build a brand
purposefully
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why brand?
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brands are necessary
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people makeemotional decisions
CALIFORNIA CALIFORNIA CALIFORNIA
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Daniel E.Lungren
of Folsom (3d District) Republican—6th term*
JohnT. Doolittle
of Roseville (4th District) Republican—8th term
Doris O.Matsuiof Sacramento (5th District) Democrat—1st term
LynnC. Woolseyof Petaluma (6th District) Democrat—7th term
11
RichardW.Pombo
of Tracy (11th District) Republican—7th term
TomLantos
of San Mateo (12th District) Democrat—13th term
FortneyPete Starkof Fremont (13th District) Democrat—17th term
AnnaG. Eshooof Atherton (14th District) Democrat—7th term
13
MichaelM. Honda
of San Jose (15th District) Democrat—3d term
ZoeLofgren
of San Jose (16th District) Democrat—6th term
SamFarrof Carmel (17th District) Democrat—7th term
DennisA.Cardozaof Atwater (18th District) Democrat—2d term
14
LoisCapps
of Santa Barbara(23d District)
Democrat—5th term
EltonGallegly
of Simi Valley (24th District) Republican—10th term
Howar dP.
“Buck ”
McKeon
of Santa Clarita
DavidDreierof San Dimas (26th District) Republican—13th term
CALIFORNIA
XavierBecerra
of Los Angeles (31st District) Democrat—7th term
Hilda L.Solis
of El Monte (32d District) Democrat—3d term
DianeE.Watsonof Los Angeles (33d District) Democrat—3d term
LucilleRoybal-Allardof Los Angeles (34th District) Democrat—7th term
CALIFORNIA
Linda T. Sánchez
of Lakewood (39th District) Democrat—2d term
Edward R. Royce
of Fullerton (40th District) Republican—7th term
Jerry Lewisof Redlands (41st District) Republican—14th term
GaryG. Millerof Diamond Bar
(42d District)
CALIFORNIA
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brands are enduring
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brands alter reality
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experience reputation
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experience brand
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taste tests
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Coke vs. Pepsi
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Without price,
people do notenjoy expensive
wine more
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When told it was
expensive, people
got more pleasurefrom drinking the
same wine
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The wine is better,
but it has nothingto do with the grapes
Y t lli i
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wine
experience
of wine
You are not selling wine...
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...and many things
contribute to theex erience of wine
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experience
of wine
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experience
of wine
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minimum viable coffee
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Your logo makes yourcoffee taste better
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Brand
makes your
product better
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experience
of wine
wine
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You don’t have to havethe “best” product
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How do I do it?
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BIG
little
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BIG
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Be clear and focused
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Be opinionated
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Be polarizing
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hate love
“meh”
LOL EPIC FAIL ZOMGBBQ!1!
ZONE OF
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“Take whatever you think some guys don't like—
and play it up.”
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“Take whatever you think some customers won't like—
and play it up.”
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This is an aggressive ale. You probably won’t like it.
It is quite doubtful that you have the taste or sophistication
to be able to appreciate an ale of this quality and depth.
We would suggest that you stick to safer and more familiar territory—
maybe something with a multi-million dollar ad campaign aimed atconvincing you it’s made in a little brewery, or one that implies that
their tasteless fizzy yellow beverage will give you more sex appeal.
Perhaps you think multi-million dollar ad campaigns make things taste better.
Perhaps you’re mouthing your words as you read this.
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Source: The Oatmeal
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Source: The Oatmeal
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be DIFFERENT not better
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Be a part ofsomething bigger
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0
150
300
450
600
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little
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Brand is
in the details
d t il d t il
detail
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brand
detail
detail
detail
detail
detaildetail
detail
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Source: pixelsrzen (Flickr)
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Source: Hideya Hamano (Flickr)
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Details can have anout-sized effect
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Details can beinexpensive or free
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Add in few details
Someone will notice
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Names and Naming
name
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brand
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*name = brand;
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Name matters
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words have meaning
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ISBN 978-0028629308
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Name is a vesselfor brand
Good Neutral Bad
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Aim for good
Settle for neutral
Avoid bad
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How to choose a name
Chance you will choose a new name
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Chance you will keep the name you have
because you really, really like it
and so does your mom
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Types of names
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Functional
Invented
Experiential
Evocative
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Functional names
seem safe...butthere’s a danger
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...but they can still work
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There is nobest kind of name
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Pick a name
to match
your brand
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Aim at the heart,not at the head
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Evocative nameshave a lot of potential
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EXERCISE:
Categorize the namesyou see around you
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Examples
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HoneywellRound Nest
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A brief comment ontrademark
name
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brand
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Don’t give away
the key tothe kingdom
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zip codedumpster
popsicleescalator
jacuzzi
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ZIP Code™Dumpster™
Popsicle™Escalator™
Jacuzzi™
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1383 1366
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Let’s review
Build a brand purposefully
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Brand makes your product better
Brand is in the details
Name matters
Pick a name to match your brand
BRAND
NAME
representamen
interpretant object
signifier
sign
signified
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signifier
sign
signified
representamen
interpretant object
a brand nameisa signifier;
signifiersarethosethingswehearorseethatbring tomind thesignifie d
mostproductsoraspectsofa productcan also serveassignifiersofthebrand
brandsare signs; signsarethecombination of asignifierand a signified;onecannotbethoughtof
withouttheother
ourperception ofa brand – theexperien cesand expectations
weassociatewith it– areitssignified
thesignified isco-created byboth brand stewardswho provideproducts (and messagesaboutthem) and individualswhoexperiencetheproducts
“A Model for Brand”
Hugh Dubberly
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Don’t make something unlessit is necessary and useful;
but if it is both necessary anduseful, don’t hestitate to
make it beautiful.— Shaker design philosophy
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Thanks.
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JOE
BEZDEKCO [email protected]