lafi winter 2014 fabian
TRANSCRIPT
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B R A N DH O W T O L A U N C H A
Presented by
FABIAN GEYRHALTER
Founder Institute, LAFebruary 9, 2014
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BRAND
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BRAND
IS A SERVICE, PRODUCT, COMPANY, OR PERSON WITHSOUL ATTRACTIVE SMART
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BRAND
SOUL ATTRACTIVE SMARTTHE BRANDPLATFORM
( )THE BRAND
ATMOSPHERE( ) THE BRAND’SUSABILITY( )
IS A SERVICE, PRODUCT, COMPANY, OR PERSON WITH
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YOURSTARTUP
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YOURBRAND
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STEP 1:
BRAND PLATFORM
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People don’t care about you,until they know you care
about them.— David Fry, Marketing Expert
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WHY?
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THE
POSITIONINGSTATEMENT+ =
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Positioning articulates the bene ! ts tothe consumer. You may have the mostbrilliant idea for a product or brand,
but if you cannot compel the consumerto make a purchase, you have nothing.
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THE POSITIONING STATEMENT
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experiential benefts 1'44,#!5#%"1,*1 !, 3%/)%6%
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health and eco-conscious consumers
grocery store the highest quality natural and organic
products that support vitality and well-being
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we believe in Whole Foods, Whole People,and a Whole Planet
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a " uent women ages 20-55
active wear line high-end fashion integrated with
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every woman should feel empowered and
beautiful no matter where life takes her performance materials
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Is there a compelling story behind the brand?
Patagonia grew out of a small company that made
tools for climbers. Alpinism remains at the heart of aworldwide business that still makes clothes forclimbing—as well as for skiing, snowboarding, surfing,fly fishing, paddling and trail running. These are all
silent sports. None requires a motor. In each sport,reward comes in the form of hard-won grace andmoments of connection between us and nature.
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Is there a compelling story behind the brand?
Patagonia grew out of a small company that made
tools for climbers. Alpinism remains at the heart of aworldwide business that still makes clothes forclimbing—as well as for skiing, snowboarding, surfing,fly fishing, paddling and trail running. These are all
silent sports. None requires a motor. In each sport,reward comes in the form of hard-won grace andmoments of connection between us and nature.
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Identifying Core Values
– Reduce environmental harm
– Build the best product
– Foster connection between humans and nature
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Youthful
Strong
Edgy
QuirkyBold Calm Warm
Sweet
Clever DependableCaring
Tough
Whimsical
Conservative
InnovativeHelpful
Luxurious
Feisty Rugged
MasculineSexy
Witty
Light-Hearted
Friendly
Strict
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Youthful
Strong
Edgy
QuirkyBold Calm Warm
Sweet
Clever DependableCaring
Tough
Whimsical
Conservative
InnovativeHelpful
Luxurious
Feisty Rugged
Sexy
Witty
Light-Hearted
Friendly
Strict
Masculine
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Youthful
StrongEdgy
QuirkyBold Calm Warm
Sweet
DependableCaring
Tough
Whimsical
Conservative
InnovativeHelpful
Luxurious
Feisty Rugged
Sexy
Witty
Light-Hearted
Friendly
Strict
Masculine
Clever
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Youthful
StrongEdgy
QuirkyBold Calm Warm
Sweet
DependableCaring
Tough
Whimsical
Conservative
InnovativeHelpful
Luxurious
Feisty RuggedWitty
Light-Hearted
Friendly
Strict
Masculine
Clever
Sexy
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Youthful
StrongEdgy
QuirkyBold Calm Warm
Sweet
Clever DependableCaring
Tough
Whimsical
InnovativeHelpful
Luxurious
Feisty Empowered
FeminineSexy
Witty
Light-Hearted
Friendly
Strict
Cosmopolitan
Badass
Conservative
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Caring
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Today’s consumers have more choices
than ever before. With so muchcompetition, brands need a way tostand out and capture their audience’s
attention. All a brand needs is one point of di # erence.
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+
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WHAT YOU DO.HOW YOU DIFFER.WHY YOU DO IT.
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WHO?
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UNDERSTAND.
CONNECT.
FOCUS.
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Age: !!
Location: #$% &'()*)%
Education: +& +,%-')%%
Career: ./ &%%$0-12)
Income: 345
Hobbies: 6$(17 /,''-'(7
81%9-$'7 :,%-07 ;'%21(<1=
Tech Use: >=1<2 ?9$')7 @1A*)2
Meet Adrienne
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How She Wants to Feel:
comfortable, con dent
and !"#$ in her clothes,regardless of whethershe is at yoga, runningerrands, or chatting overcoffee with friends
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friendship individuality adventure
What She Aspires To:
run a !"#"$%&'
$#"()* to exotic places
work as a PR agent forhigh prole artists andbands in the !+,-.-'0+,$#1
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Your Brand
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2014 - 2044
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TAKEAWAYS & INSIGHTS
If you question the significance of your idea, startover
Every brand has a sweet spot, try to find yoursearly on to manifest and expand on it, share thebrand manifesto with your team, it shall be yourguide
+
+
Without authenticity there is no emotion Without emotion there is no connection Without connection there is no brand
+
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STEP 2:
NAMING
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Like naming a child, youdon’t want to have to redo
it later.— Adam Mefford, Currency/Human Capital
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TM
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TM
TM
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TM
TM
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TM
TM
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TM
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+-
Recognition/legacy associated with the name
Any press (good or bad) that follows that person will follow your brand
Founder
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+-
Recognition/legacy associated with the name
Any press (good or bad) that follows that person will follow your brand
Founder
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+-
Quickly conveys your purpose to your audience
Difficult to find an available .com domain, runs the risk of othercompanies within your vertical having similar names
Descriptive
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+
-
Your brand creates the meaning associated with the word, canlead to some of the strongest branding
Unlikely to immediately communicate your brand to your target audience,additional marketing effort is necessary to educate the consumer
Fabricated
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+
-
Serves as a creative way to communicate your brand attributes orpersonality without being overly obvious or cliché
Misleading connotations can cause confusion and without the propermarketing effort, use of common words can make it difficult to find yourbrand’s website in an online search
Metaphor
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+
-
In the case of a name with a shorter acronym, like AOL, it can allowyour company to quickly sound like a well-established, large brand
It can be very difficult/expensive to obtain an available domain,particularly in the case of 3 or 4 letter names. Marketing efforts willneed to ensure your consumer doesn’t jumble the letters
Acronym
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+
-
Creative method of getting a name with an available domain that willimmediately connect with your audience
Consumers may misspell your brand name in a web search if they’ve onlyheard it verbally. Similarly they may be unsure as to how to pronounce itif they’ve only seen it written, and less likely to repeat it to a friend.
Creative Spelling
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+
-
Creating a story between a word and a number can make for a memorablename. Combining a common word with a number that tells a distinct storyabout your company or product can also make it easier to secure a domain.
Might be difficult to secure a domain if the name only has 3-4 numbers.Longer numeric names can be difficult for your audience to remember.
Numeric
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Launching a new brand without a
strategic growth plan in place is likelaunching a kayak into a river without a
paddle. You will not be able to forge
ahead on a deliberate path withoutsomething to help guide you.
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HOUSE OF BRANDS
The parent brand has multiple sub-brands that each have their own uniquebrand positioning, marketing budgets, and target audiences.
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BRANDED HOUSE
The brand identity mark of the parent brand is carried through to the sub-brandsso that there is a recognized relationship between the two in the marketing e # orts.
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TAKEAWAYS & INSIGHTS
Ideas, processes, offerings, designs and teamswill all likely adapt over time, your name will staywith you forever.
Ensure that you own the rights to your chosenbrand name: purchase the domain and trademarkthe name.
Ensure the name already tells a story or can beeasily used to create a new story
+
+
+
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More features killmore startups thanlack of money — Marty Zwilling, Entrepreneur/Author
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