What is... BRAND STRATEGY

PLAY

What is

BRANDSTRATEGY ?PAUSE

REWIND

What is a BRAND?

is it yourorganisations

logo?symbol?name?sign?colour combination?slogan?

Yes!

But a BRAND is also...

a promisean experiencean associationa relationshipan imagea storya guaranteea rumoura mytha behavioura short-cuta perceptionan ideology a feeling

a BRAND is all these things.PAUSE

FASTFORWARD

What isSTRATEGY ?BRAND

STRATEGY BRANDis

generating brandsand influencing

intentionally,carefully,thoughtfully,with a corporate viewpoint.

How do you DOBRAND STRATEGY?

Engage everyone in your branding effortstip 1:inside and outside your organisation.

clear, consistent+ coherent.tip 2:Be

Listen to your people.tip 3:[Take care of your household]

Make sure your messages reflecttip 4:reality.realityrealityrealityrealityrealityrealityreality

Stay focussed.tip 5:

And finally

tip 6:Try to keep your brandspromise.

who OWNS your brand?

you do.but...

it exists only in other peoples minds.(and you dont own those)

Brands areephemeral

and need toevolve.

So you cant always CONTROL your brand

though why would you WANT to?

Remember

We accept the best brandswarts and all.

So

Brand bravely!

better business learning by"The Annual New England Xylophone Symposium" by DoKashiteru (feat. spinning merkaba)http://ccmixter.org/files/DoKashiteru/19848is licensed under a Creative Commons license:http://creativecommons.org/licenses/by/3.0/Music credit:gavinwedell.comgavin wedell >> brand strategistEJECT

2011 Gavin WedellAll non-audio contentThe Annual New England Xylophone Symposium (ft. spinning merkaba)DoKashiteruccMixter2009198672.8