a missing piece to the brand puzzle
DESCRIPTION
Branding is often done with companies looking inward, and that's a great place to start. You have to know who you want to be as a brand, but what does it do for others?TRANSCRIPT
COMPANIES OFTEN BRAND INTRINSICALLYWhat are OUR attributes?What is OUR personality?What values do WE embrace?
GREAT START
But what does it do for others?
GREAT BRANDS ARE SEMANTIC
They make meaning, creating a relationship between the emotional needs of people & product(s)/service(s)/offering(s).
AND WHEN YO
U GIVE
PEOP
LE M
EANIN
G
YOU GALVANIZE THEM
They embrace & share that meaning with each other. And with you.
WE ALL HAVE NEEDS
We need to know who we are, to feel acceptance & social affiliation, & to exercise our identity through creativity, morality, etc..
Tap into our need to see, define, & love ourselves.
GREAT BRANDS...
Tap into our need to confirm our being through social affiliation & the acceptance of others who remind us of ourselves or who we want to be.
Tap into our need to act out our attributes, values, & other defining aspects in real life through creativity, morals, passions, philosophies, etc..
GREAT BRANDS HELP US BE WHO WE WANT TO BE, CREATE MINI SOCIETIES TO AFFIRM THAT IDENTITY, & HELP
US LIVE OUT OUR IDEAL SELVES.
Adventurers
Bros
Intense Athletes
