Modern branding

October17, 2009

© Z

eus

Jone

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The top 10 marketing and advertising books.

As voted by readers of Advertising Age.

March 2, 2009

Many of them are over 40 years old.

© Z

eus

Jone

s 20

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Eight of them were written before Google started selling ads.

© Z

eus

Jone

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A (classic) brand is simply a collection of perceptions in the mind of the consumer.

Paul Feldwick - 1991

Brand building through imagery.

From the Flickr of Pink Ponk

Brands built using communications.

From the Flickr of

From the Flickr of

Branding solves communications problems.

A (modern) brand is... simply the sum of the great ideas used to build that brand.

John Grant - 2006

From the Flickr of Justin Case

Brand building through actual experience.

From the Flickr of jurek d

Brands built through interactions.

Branding improved by more interactions.

Brand Innovation Manifesto - John Grant

Modern branding isn’t taught in books it’s being created in the market.

Fallon | Minneapolis

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It’s time to fly.

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Bob Barrie

Stuart D’Rozario

Paul Morita

Kelly Yaremchuk

Shawn Smith

Stuart D’Rozario

Ryan Van Haaften

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United

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Modern brands aren’t built through communications.

Modern brands are defined by what they do.

Modern brands aren’t built around a promise, they’re built around a belief.

Modern brand strength is built by sticking to your beliefs not by opening your wallet.

From the Flickr of niznoz

Modern brands live in the hearts of your employees not in the minds of your customers.

Modern brand strategy is an HR discipline.

The differences between modern brands and classic brands are profound.

Classic brands

Delivering a promise

Internal structure

Singular consistent messages

Communicate an image

Trust through authority

Strive for perfection

Controlling

Marketing as a layer

Create a transactional relationship

Modern brands

Guided by a purpose

Internal culture

Multiple coherent ideas

Deliver an experience

Trust through transparency

Progress by iterating

Empowering

Marketing is built-in

Create a community

Workshop

Create your tool

Write some supporting documentation

Show an example of it in use

List all your team members

Present back to the group

Thank you.

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