presentation of cultural brands (young fish program)
Post on 14-Apr-2017
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Cultural BrandsBrands that connect through shared values & purpose
Presentation created by Mònica Carbonell (Sodabites' Founder & Director)
What is a brand?
Misconceptions!A name, a logo, packaging
“A brand is the set of expectations, memories, stories
and relationships that, taken together, account for a
consumer’s decision to choose one product or service over
another.”!!
Seth Godin
Seth Godin
PRESENTPAST
Organization delivering messages and controlling image perceptions
People interacting and defining your brand with you
Today a brand is not what the company says it is.!It is what people think it is.!
!
To build a brand involves strategy & creativity !it means defining “a way of being and communicating” that will affect all the touch points with the client.
Brand Touch Points !!!
Product or service (design, packaging…)!!
Point of sale (customer service, music, interior design…)!!
Communication On & OFF (Story telling)!!
Post Sales!
Differentiation!Integrity !Consistency !To add value (to consumer & society)!!!!
It is Key !
A brand is like a social movement its strength is based on creating a world people want to belong to.
Today brands need to be!human-centered.!!To be connected to people!and what matters to them!!be culturally relevant.!
Personality is to people what Culture !is to a company
Culture!!
Values, believes, behaviours, symbols [...] that have in common members of a group.
How to create a Cultural Brand?!!!
!
!!
To understand our role in people’s lives and to create a common ground based in shared values.!
!Organization Target
Society
Cultural Branding
"If you can form a relationship with your customers based on shared values, that is the strongest possible bond you can form"
Ben Cohen (Ben & Jerry’s Co-founder)
Let’s start the journey
Brand
1. Category Analysis
2. Target Analysis
Analyse Define
3. Company
4. Purpose (Golden Circle)
5. Brand character
6. Brand idea
Inspiration
Inspiration
TEDhttps://www.youtube.com/watch?v=w4VO4Lt1fqI
Inspiration
Thanks!!!C/ Bailén 11 08010 Barcelona PHONE : +34 669 880 069 t
T
@sodabites
EMAIL : Mònica Carbonell monica@sodabites.com
r www.sodabites.com
http://linkd.in/1kBLMz2
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