take a walk on the dark side: branding for startups & sith lords (mumbai, nov 2014)

Branding for Startups & Sith Lords

Take A Walk On The Dark Side

@DaveMcClure @500Startups #INK2014 Mumbai, Nov 2014

WARNING: REALLY.

BAD. COLORS. AND. FONTS.

COMIC SANS!

WARNING!!! this deck is guaranteed to offend, provide tragically incorrect advice,

and perhaps get you arrested.

deal with it.

[This Talk]• WTF is a BRAND? • Be Different. • Stand 4 SOMEthing. • Tap Into Humanity: Fear, SEX, Power! !

• Be a Hero, or a VILLAIN. • Don’t say 1000 words. • When It Works, Double Down. • Be Yourself.

Read Geoffrey Miller.Sex + Evolution + Consumer Marketing = Awesome

More Great Shit to Read. Psychology + Comics

[Start(up) + Heart]

NEGATIVE Emotion ExamplesFear, Anger, Sadness, Pain, Pathetic, Pariah

POSITIVE Emotion ExamplesHumor, Sex, Power,

Daredevils, Babies & Kittens

Marketing & BRANDing

• Tell a STORY, Build a Storytelling Culture • SINGLE element: Color, Animal, Number, Word • UNIQUE Position relative to Competition • Embrace NEGATIVE/Shameful Positioning (when necessary) • Know When to Get Back to PRODUCT

What is BRAND?Brand (def): a name, term, design, symbol that identifies one seller's good or service as distinct from those of other sellers. !• Branding began as way to tell one person's

cattle from another by a hot iron stamp. • Branding is usually full of PAIN.

• Customers • Partners • Investors • Employees • Press

Q: Who FEELS Your Brand?

Be Different

Take Risk.

Be Different.• Take Risk Early. (U Have Nothing 2 Lose). • Playing it Safe = Death. • Pissing People Off is OK. (in fact, #WINNING) !

• U Can’t Build Brand around INDIFFERENCE. • “Niche 2 WIN” (see blog post) • Love *or* Hate are OK… Both = Good Signal.

Stand 4 SOMEthing.

(or stand 4 NO-thing)

CHANGE.

POWER. SEX.

PEACE.

SEXIST?

Ronda Rousey

FIGHT.

Undefeated #1 UFC Mixed Martial Arts Female Champion

Stand 4 SOME-thing, or Stand 4 NO-thing.

• Be ICONIC. • SINGLE word or emotion. • Don’t be afraid 2b HATED. • Don’t be afraid 2b SHAMED. • Aim for the Moon! [but land on the Roof]

Tap Into [your] HumanityFear, Sex, Power

Tap Into Humanity

• Fear: What u run from • Sex: Who we love, lust 4 • Power: Ability 2 Control Ur World • Family: Find Ur Tribe. • Anger: Fight 4 Ur Right [2 Party]

Be a Hero!

or, Be a Villain (pro tip: Villians have a lot more fun :)

Be a Hero… or a Villain• Who do u LOVE, Admire, Want 2 B? • Who do u HATE, Despise, [secretly] jealous? • Whatever u are ATTRACTED to… • Just Don’t Be BORING. • Again: Indifference = Death.

Don’t Say 1000 words.

[just use 1 Finger]

Don’t Say 1000 words.• 1 awesome picture. • 3 powerful words, or a few sentences. • 30 sec meaningful music or video. • Less is more. !

note: these slides are not less.

If/When It WorksDouble Down.

When It Works, Double Down.• If someone LOVES u, it’s working. • If someone HATES u, it’s working. • Once u get signal, try iteration, repetition. • Once u get repetition, try variation. • Good artists COPY; great artists STEAL (from themSELVES!)

Be Your SELF.(But Be Ur SUPER Self)

Always Be Your [SUPER] Self• Start from the Heart. • Be YOUrself. Be Authentic. Be Comfortable. • But: the MOST AWESOME, PASSIONATE u. • Find a feeling or emotion u can sustain • [sometimes even weakness can be ok]

Are U Ready? GO 4 IT!