modern brands v2

7/31/2019 Modern Brands v2

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2640 Lyndale Ave S.

Minneapolis Minnesota 55408

Modern brandingSantander

September 13, 2011


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Established 2007 to build modern brands.We combine strategy, design and digital expertise. Many of us came from the digital side.

Zeus Jones Proprietary and Confidential. All rights reserved 2011.

Established 2007 to build modern brands.We combine strategy, design and digital expertise. Many of us came from the digital side.


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ZeusJones2009


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ZeusJones2009

The top 10 marketing

and advertising books.As voted by readers of Advertising Age.


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Many of them are over 40 years old.


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ZeusJones2009


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Eight of them were written before Googlestarted selling ads.


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A (classic) brand is simply a collection of perceptions

in the mind of the consumer.

Paul Feldwick - 1991


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Brand building through imagery.


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From the Flickr of Pink Ponk

Brands built using communications.
http://www.flickr.com/photos/pinkponk/http://www.flickr.com/photos/pinkponk/


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Branding solves communications problems.


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A (modern) brand is... simply the sum of the great

ideas used to build that brand.

John Grant - 2006


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From the Flickr of Justin Case

Brand building through actual experience.
http://www.flickr.com/photos/justin_case/http://www.flickr.com/photos/justin_case/


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From the Flickr of jurek d

Brands built through interactions.
http://www.flickr.com/photos/pinkponk/http://www.flickr.com/photos/pinkponk/


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Branding improved by more interactions.


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Brand Innovation Manifesto - John Grant


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Modern branding isnt taught in books itsbeing created in the market.


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Modern brands arent built throughcommunications.


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Modern brands are defined by what they do.


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Modern brands arent built around apromise, theyre built around a belief.


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Modern brand strength is built by stickingto your beliefs not by opening your wallet.

From the Flickr of niznoz
http://www.flickr.com/photos/niznoz/http://www.flickr.com/photos/niznoz/


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Modern brands live in the hearts of youremployees not in the minds of your customers.


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Modern brand strategy is an HR discipline.


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The differences between modern brandsand classic brands are profound.


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ZeusJones2009

Classic brands

Delivering a promise

Consumer insight

Singular consistent messages

Communicate an image

Trust through authority

Strive for perfection

Controlling

Marketing as a layer

Create a transactional relationship

Modern brands

Guided by a purpose

Internal culture

Multiple coherent ideas

Deliver an experience

Trust through transparency

Progress by iterating

Empowering

Marketing is built-in

Create a community


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2640 Lyndale Ave S.

Minneapolis Minnesota 55408

Thank you.

zeusjones.com/blog

twitter.com/adrianho

modern brands v2

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