Building a mosaic brand
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Sametz Blackstone Associates Building a Mosaic Brand PodCamp Boston 5 – 26 September 2010
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The world has changed. It’s not about creating one-way, company-to-customer impressions anymore —if it ever was. Sure, you still put your products and messages in the marketplace. But now your customers put their experiences and expectations there, too. It all works together to create what we’ve come to agree is a “brand.” But the image is out-of-date: success in this new era isn’t about searing impressions... it’s about arranging them. It’s about creating a mosaic of inputs and ideas, carefully positioned relative to each other. In this session, learn how you can collect all the pieces—both organization- and crowd-generated—and turn them into something people see, understand, and, most importantly, care about enough to pay for.
Transcript of Building a mosaic brand
Sametz Blackstone Associates
Building a Mosaic Brand
PodCamp Boston 5 – 26 September 2010
Who I am Tamsen McMahon
[email protected] @tamadear http://www.slideshare.net/tamadear
Sametz Blackstone Associates www.sametz.com www.sametz.com/roundthesquare @sametz http://www.slideshare.net/
SametzBlackstone
Brass Tack Thinking brasstackthinking.com
That doesn’t work anymore. (If it ever did.)
They’re not cattle.
They’re people.
Brands exist in heads (and hearts)…
Not headquarters.
BRAND ≠
LOGO (And never did.)
BRAND ≠
MESSAGE (It’s bigger.)
BRAND ≠
PR (And never did.)
It’s not…a brand.
It’s a mosaic.
And you need to build yours.
supplies
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Subject
http://www.flickr.com/photos/antmoose/17434145/
http://www.flickr.com/photos/antmoose/17434145/
CREST
AQUAFRESH
REMBRANDT
TOM’S OF MAINE
BROGAN
K.D. PAINE
KANTER
YOU?
Audience
Material
Style
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© Sametz Blackstone Associates
© Sametz Blackstone Associates
CONTROL
CREATE
CONTENT
CONTEXT
You’re the artist.
© Sametz Blackstone Associates
Who I am Tamsen McMahon
[email protected] @tamadear http://www.slideshare.net/tamadear
Sametz Blackstone Associates www.sametz.com www.sametz.com/roundthesquare @sametz http://www.slideshare.net/
SametzBlackstone
Brass Tack Thinking brasstackthinking.com
