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MOVING YOUR IDEAS >> FORWARD >>

Michelle PujadasFounder, co-CEO

Zer0 to 5ive

Presentation at the Corzo Center/University of the Arts, November 17, 2011

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Agenda

• Defining “brand”

• Creating a brand – Steps 0 to 5

• Brand success

• Interactive brand discussion

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PRODUCTS ARE MADE IN THE FACTORY, BUT BRANDS ARE

CREATED IN THE MIND

- WALTER LANDOR

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What Is A Brand?

BRANDthe comprehensive identity of a company,

product and/or service in the mind of the buyer

corporate product service

Brands Are One Way We Categorize Things

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McDonalds

Fast foodKid-orientedGreat friesConvenientGreasy and fattening

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What Do Brands Embrace?

• Name• Images – logo, spokesperson or mascot• Tagline• Audio jingle/special sound• Perceptions – based on brand attributes• Experience – with the company/product itself• Message(s)• Medium• Pricing• Packaging

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BRANDS ARE RECOGNIZABLE IN

MANY WAYS

What Brand?

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What Brand?

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What Brand?

“Takes a licking and keeps on ticking.”

What Brand?

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What Brand?

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CREATING A BRAND

Step 0

Define your brand (product or service)

1. What is it?

2. Who is it for?

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Step 1

Describe your brand

1. Brand attributes

2. Brand personality

3. Functionality

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Step 2

Name your brand – approaches (strongest to weakest*)

1. Invented

2. Arbitrary

3. Suggestive

4. Semi-descriptive

5. Descriptive

6. Generic

7. Family name

8. Initials

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Pantone

Apple

Juicy

Microsoft

Gucci

BMW

*from Signature Strategies

Step 3

Position your brand

1. Positioning statement

2. Key brand messages

3. Brand promise

4. Tagline

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For <buyers>

Who are dissatisfied with <key pain points/current market alternative>

Product/service is a <category> that provides <key benefit>

Unlike <primary competitive alternative>

Product/service provides <statement of primary differentiation>

Step 4

Design your brand

1. Logo

2. Color palette

3. Font choice

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Step 5

Package your brand

1. Packaging/web site/SM

2. Brand experience

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from Radiantbrands.com

Brand Touchpoints

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BRANDS ARE SPECIFIC

Who Is Your Target?

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From: We Are All Weird, by Seth Godinhttp://rkbookreviews.wordpress.com/category/marketing-trends/

What Defines Brand Success?

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Helping the “poorest among the poor”

What Defines Brand Success?

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At the time of her death, Mother Teresa's Missionaries of Charity had over 4,000 sisters, and

an associated brotherhood of 300 members, operating 610 missions in 123 countries.

Wikipedia

What Defines Brand Success?

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What Defines Brand Success?

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$17 Million Piece of Art

What Defines Brand Success?

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What Defines Brand Success?

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Sold Out 2011 Tech Conference 2,527 Twitter Followers

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INTERACTIVE BRAND DISCUSSION

The Index Card

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What Is Your Brand? What would you put on your index card?

What Does Your Brand Deliver?What Are The Brand Attributes You Want Associated With Your Brand?

Be Clear − Be Honest Show Uniqueness − Have A VoiceShare Your Vision − Show Emotion

THANK YOU!

michelle@0to5.com @pujadas

© Zer0 to 5ive 2011