Branding 101

5 Branding Principles You Didn’t Learn in SchoolPresented by Justin Foster – Tricycle Co-Founder

101

The Simple Idea …

What you learned about branding in school is now obsolete.

Why?

• 6.9 Billion Channels

• Advertising Avoidance Technology

• The Trophy Kids

• The Great Compression

5 Obsolete Concepts 1. Mass marketing

2. CPM

3. Campaigns

4. Saturation

5. Coercion

Mass Marketing• Demographic driven

• Medium-centric

• Impersonal

• Promotes lazy marketing

Cost Per Thousand• Uses an obsolete metric

• Creates win-win-lose scenario

• Makes “awareness” the goal

Campaigns• Mis-aligned with business model.

• Mis-aligned with reality of brand.

• Lack flexibility and scalability.

Saturation• Cost, cost, cost

• Little or no response measurement

• Does this work in relationships?

Coercion• Inspiration v manipulation

• Who is your first audience?

• The Glass House.

Source: Jeremy Allaire, founder/CEO of BrightCove

What to Do About It1. Make people really, really

happy.

2. Don’t stop advertising.

3. Create marketing that isn’t marketing.

What to Do About It4. “Socialize” your brand.

5. Spending money isn’t marketing.

6. Think and act 1:1

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.

Questions & Discussion

Contact Justin

@brandmilitia on Twitter

www.facebook/justinfoster

208.841.3497

justin@thetricycle.com