Intro to The Lean Brand

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    11-Aug-2014
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Introduction to The Lean Brand V1. Presentation by Jeremiah Gardner at SXSW 2014. (illustrations by @FAKEGRIMLOCK) About the book: The Lean Brand is the first book to apply lean principles to brand development to help startups and innovative enterprises form validated, sustainable, and passionate relationships with their customers based on experimentation, validated learning, and iteration rather than subjective opinion in this new era of value-creation. Become an early adopter: http://leanbrandbook.com.

Transcript of Intro to The Lean Brand

  • 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 ISNT WORKING FOR WHAT WORKED FOR ISNT WORKING FOR WHAT WORKED FOR ISNT WORKING FOR SOMETHING IS BROKEN
  • THE MY TH OF THE BRAND GENIUS
  • FACTORYTHINK BRAND PROCESS A + B + C = THE BRAND BRAND PROMISE + LOGO + ESSENCE = THE BRAND
  • EXECUTION A PROCESS BRAND GENIUS CONVENTIONAL BRAND THROUGH MANAGED BY
  • VALUEVALUE TODAY, GREAT BRAND DEVELOPMENT ISNT ABOUT GENIUSITS ABOUT THE DISCOVERY OF
  • BRAND, MEET LEAN
  • INNOVATION EXPERIMENTATION VALIDATED LEARNING LEAN BRAND 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 RAMEWOR
  • ASSUMPTIONS
  • SUSTAINING DISRUPTIVE BRANDING 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 INNOVATIONSPECTRUM YOU?
  • We believe [this set of people] will [care / be passionate about us] for / because [this reason]. MOTIONALVALUE HYPOTHESIS
  • MVBMINIMUM VIABLE BRAND
  • STORY INVITATIONARTIFACT WHO 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 DONT SELL WHERE DO YOU SHOW UP? WHAT DO YOU SAY? DISCOVER MESSAGE PULL
  • INTERACTION ENGAGEMENT PARTICIPATION MOTIONALVALUE METRICS DO THEY JOIN THE FIGHT? DO THEY TALK BACK? DO THEY PAY ATTENTION?
  • PRODUCTMARKETBRAND FIT PMBF
  • ONEPASSIONATE ADVOCATE?CAN WE WIN TEN MARKET AND TURN IT INTO PASSIONATE ADVOCATES? TO FIND A OF PASSIONATE CUSTOMERS?
  • P-M-B-F PRODUCT BRAND MARKET 1 2 3 KEY: 1. PRODUCTBRAND FIT 2. PRODUCTMARKET FIT 3. BRANDMARKET FIT PRODUCTMARKETBRAND FIT
  • GROWTH ENGINE
  • GROW AUDIENCE 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 INNOVATION THATS REAL
  • LEANBRANDBOOK.COM @JeremiahGardner #TheLeanBrand @BrantCooper @FakeGrimlock by: with: illustrations: