Slide 1

The 1st big question of branding

Where your customers begin – and why it matters.

?A preview from the Beg to DIFFER

Brand Strategy Boot Camp.Brought to you by Brandvelope Consulting –

names; taglines; brand strategy.

Slide 2

Imagine you are a marketing agency…

A client offers you a million dollar contract to launch a new product to the public.

Without telling you anything else about the product, the client shows you this picture and says:

“Okay, here it is. Any questions?”

Slide 3

What’s your first question?

If you’re like 98% of people on earth who have never encountered one of these (that is, your customers), take a moment to think about what your brain is doing right now.

Your mind is struggling to answer the same first question your customers ask about anything new:

“What is it?”

The 1st big question of branding:

Slide 4

The “What” imperative

Ivan Pavlov called it the “orienting response” to a new stimulus. Until people can answer basic “What” questions, their brains are essentially frozen.

What type of thing is it?

What does it do?

What is it called?

“What is it?”

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Why it matters to marketers

Until your customer can answer the basic “What”:

1)they can’t start building a brand in their minds, while

2)you can’t even begin to have a marketing conversation.

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Even Coca-Cola had to spell it out once…

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If you don’t answer the “What”…

They will start to fill in the blanks for themselves:

A pillow?

A chair?A glove?

A chamois? A race car?

Here’s where you step in to help.

Slide 8

So what is that thing?

To find out, visit www.begtodiffer.com/mysterybrand