Intro to The Lean Brand
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INTRODUCTION TO: THE LEAN BRAND
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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 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:
