INTRODUCTION TO:

THE LEAN BRAND

@JeremiahGardner

#TheLeanBrand

BRAND?WHAT IS A

A BRAND IS A RELATIONSHIP BETWEEN AN ORGANIZATION AND AN AUDIENCE

WHAT WORKED FOR ISN’T WORKING FOR

WHAT WORKED FOR ISN’T WORKING FOR

WHAT WORKED FOR ISN’T WORKING FOR

SOMETHING IS BROKEN…

THE MY TH OF THE BRAND GENIUS

FACTORY–THINK BRAND PROCESS

A + B + C = “THE BRAND”BRAND PROMISE + LOGO + ESSENCE… = “THE BRAND”

EXECUTION

A PROCESS

BRAND GENIUS

CONVENTIONAL

BRANDTHROUGH

MANAGED BY

VALUEVALUE

TODAY, GREAT BRAND DEVELOPMENT ISN’T ABOUT GENIUS…IT’S ABOUT THE DISCOVERY OF

BRAND, MEET LEAN

INNOVATION

EXPERIMENTATION

VALIDATED LEARNING

LEANBRAND

THROUGH

MANAGED BY

ASSUMPTIONS

MINIMUM VIABLE BRAND

PRODUCT-MARKET-BRAND FIT

GROWTH ENGINE

DESIGN THINKING

B-M-L EXPERIMENTATION PRESERVE OR ITERATE?

PREP FOR SCALE

E-V HYPOTHESIS

VALIDATE PLATFORM

FRA

MEW

ORK

ASSUMPTIONS

SUSTAINING DISRUPTIVEBRANDING LEADS THE WAY EXISTING MARKET PROBLEM WELL UNDERSTOOD INNOVATION IMPROVES DIFFERENTIATION INCREMENTAL CHANGE

PRODUCT LEADS THE WAY UNKNOWN / NEW MARKET

PROBLEM NOT WELL UNDERSTOOD INNOVATION IS DRAMATIC

RADICAL CHANGE

INN

OVA

TIO

N S

PEC

TRU

M

YOU?

We believe [this set of people] will [care / be passionate about us]

for / because [this reason].

EMO

TIO

NA

L–VA

LUE

H

YPO

THES

IS

MVBMINIMUM VIABLE BRAND

STORY INVITATIONARTIFACTWHO ARE YOU?

WHY DO YOU EXIST? WHY SHOULD I CARE?

WHAT IS YOUR RALLYING POINT?

PROJECT YOUR STORY WHAT DO THEY TOUCH?

WHAT DO THEY EXPERIENCE? WHAT DO THEY SEE?

INSPIRE DON’T SELL WHERE DO YOU SHOW UP?

WHAT DO YOU SAY? DISCOVER MESSAGE PULL

INTERACTION

ENGAGEMENT

PARTICIPATIONEM

OTI

ON

AL–

VALU

E

MET

RIC

SDO THEY JOIN THE FIGHT?

DO THEY TALK BACK?

DO THEY PAY ATTENTION?

PRODUCT–MARKET–BRAND FITPMBF

ONE PASSIONATE ADVOCATE?CAN WE WIN

TENMARKET

AND TURN IT INTO PASSIONATE ADVOCATES?

TO FIND A OF PASSIONATE CUSTOMERS?

P-M-B-F

PRODUCT BRAND

MARKET

1

2 3

KEY: 1. PRODUCT–BRAND FIT 2. PRODUCT–MARKET FIT 3. BRAND–MARKET FIT

PRODUCT–MARKET–BRAND FIT

GROWTH ENGINE

GROWAUDIENCE

REACH

CULTURE

PROTECT THE CORE ADJACENT MARKETS FOCUS, FOCUS, FOCUS

AUTOMATION BE TOP OF MIND HAVE PHYSICAL AVAILABILITY

MOVING TO THE “WE” TRANSITIONING CORE TEAM ATTRACTING NEW TALENT

BRAND INNOVATIONTHAT’S REAL

LEANBRANDBOOK.COM

@JeremiahGardner#TheLeanBrand

@BrantCooper@FakeGrimlock

by:

with:

illustrations: