Are you a brand?Do you want to be?

Northern Voice 2009 Brett T. T. Macfarlane

Seriously though, who is this jackass?

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:30 History of Branding

Back in daySome guy Brands a Cow

The 60’sCPG products now brands

The 70’sFootprints of commercial globalization

The 80’sBrand pervasiveness

The 90’sBrand rejection

The 00’sBrand indifference

http://cache.daylife.com/imageserve/07wz2AZ6JTdih/340x.jpg

Brands Behaving Badly

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- / Don’t know their audience

- / Lack conviction

- / See brand as logo

- / Don’t care about you, the human being

- / It’s hard not to suck

Do you even want to consider yourself a brand?

You are one, whether you like it or not.

BRAND ≠ IDENTITY

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A brand is not a “thing”

It is a bundle of meaningIt is whatever is in people’s heads

Good and bad. Right and wrong

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victory jordan olympics sweat shop sport just do it exploitation labour slave freedom tiger woods consumerism bo jackson oregon haywood field yellow prefontain lance armstrong sweat losing $30

logo running athlete athletes bad cool comfortable crap

PrinciplesofBranding

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Define your audience

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Text

Who are you for?

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Stand for something

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“If you stand for something, you will always find some people for you and some against you. If you stand for nothing, you will f ind nobody against, and nobody for you”

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What makes you you?

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Point of difference

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Prove it

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Field of competence

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Tone of voice

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Personality

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Good blogsGood brands

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- / Know your audience

- / Stand for something

- / Authentic

- / Speak and converse with you like a human being

- / Try, desperately, not to suck

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Thank You

Brett T. T. MacfarlaneAccount DirectorDDB Canada

me@brettmacfarlane.combrettmacfarlane.typepad.comtwitter.com/macfarbt