The importance of branding for startups and innovative companies
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Transcript of The importance of branding for startups and innovative companies
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The value creation of brandingin innovative companies
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Too many good products killedby poor or no-branding…
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What is a BRAND…
It is a coherent, specific and sustainable perception
This is the promise of an experienceOf emotions, feelings, hopes...
It is a co-creationEveryone can be involved in its constructionEveryone can own it
A brand is a relationship
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Where do you create value in an innovativecompany
Your patent: will loose value over time
Your brand: will gain value over time…
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Why is branding so difficult for startups?
No money
No clearproduct–market fit
A world of uncertainty…
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How to create a brand in uncertainty:Lean Branding inspired by Lean Startup
MESUREYour brand traction,
resonance and identity
LEARNTo reposition and
redesign your brand
BUILDYour MVB
MinimumViable Brand
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1. Build your Minimum Viable Brand
1. Your assumptions
2. Your artefactsLogotype & graphic designStorytellingSound, olfactory, tactile, kinesthetic environment
3. Your invitations
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2. Mesure how do customers react
Your brand traction
Resonance
Identity
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3. Learn and adapt your brand
Rechannel
Reposition
Redesign
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Get your brand ROI!
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Let’s play…
The Happy Brand-FamillyGame Card
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