Grokking Branding - Presented 8.02.12 At Vegas Jelly

Creative Destructionist™

GROKKINGBRANDING

IT IS MY AMBITION TO SAY IN TEN SENTENCES WHAT OTHER MEN SAY IN WHOLE BOOKS—WHAT OTHER MEN DO NOT SAY IN WHOLE BOOKS.

NIETZSCHE

BRANDING IS A VERY BIG SUBJECT

04/10/2023 – slide 2

BRANDING MEANS EVERYTHING TO EVERYONE

04/10/2023 – slide 3

LOGOSNAMESPOSITIONINGMESSAGINGMARKETING CATCH-ALLSOCIAL MEDIA IMPRINTSTUFF YOU LOOK FOR IN STORESLABELS ON CLOTHES YOU WEARCELEBRITIES

… BUT EVERYONE IS WRONG

A GREAT BRAND IS A REPRESENTATION OF SOMETHING (A PERSON, A COMPANY, A PRODUCT) …

04/10/2023 – slide 4

WHICH IS UNASSAILABLY AUTHENTIC AND

WHICH INSTANTLY, AUTOMATICALLY EVOKES IN THE MIND OF THE TARGETED PERCEIVER A MEMORABLE IMAGE, IDEA, SOUND, ATTITUDE OR FEELING UNIQUELY ASSOCIATED WITH THAT “SOMETHING.” (THAT WHICH IS EVOKED MAY BE POSITIVE, NEGATIVE OR NEUTRAL.)

I TOOK A TEST IN EXISTENTIALISM. I LEFT ALL THE ANSWERS BLANK AND GOT 100.

WOODY ALLEN

WHY SARTRE WAS NOT A BRANDING EXPERT

04/10/2023 – slide 5

ATTRIBUTES:

KEYS TO AUTHENTICITY

WITHOUT ATTRIBUTES, ALL BRAND APPLICATIONS ARE MEANINGLESS

04/10/2023 – slide 6

TOO OFTEN, THE LOGO …

IN FACT, UNTIL YOU HAVE AN EVOCATIVE NAME AND STORY, THE LOGO IS JUST GUESSWORK

WHICH COMES FIRST: THE LOGO OR THE NAME?

04/10/2023 – slide 7

UNLESS THE COVER SUCKS

THE FALLACY OF LOGOS:YOU CAN TELL A BOOK BY ITS COVER …

04/10/2023 – slide 8

04/10/2023 – slide 9

04/10/2023 – slide 10

04/10/2023 – slide 11

ATTRIBUTESNAME+TAGLINEBRAND STORYLOGOBRAND APPLICATIONSSTRATEGIC APPLICATIONS

EACH DEPENDS ON ITS PREDECESSORS

THE RIGHT ORDER

04/10/2023 – slide 12

DOES THE NAME EVOKE THE KEY ATTRIBUTES OF THE BRAND?

DO ANY ATTRIBUTES CONTRADICT THE NAME?

MIX AND REPEAT FOR THE BRAND STORY AND THEN THE LOGO, ADDING IN ALL PREDECESSORS AS CRITERIA

THE TESTS

04/10/2023 – slide 13

EVERY SINGLE ONE MUST HARMONIZE WITH, COMPLEMENT AND SUPPORT THE BRAND IDENTITY ESTABLISHED

THE ALTERNATIVE IS ENTROPY

BRAND APPLICATIONS

04/10/2023 – slide 14

DOES YOUR BRAND SUPPORT YOUR NEW LINE OF BUSINESS?

IF NOT, YOU NEED A NEW BRAND, NOT A LINE EXTENSION

STRATEGIC APPLICATIONS

04/10/2023 – slide 15

CHARMIN® MILKPORSCHE® SUVVOLVO® COUPEHARRY WINSTON® SILLY BANDZCAMPBELL’S® PIZZANEW COKE® LAS VEGAS MONASTERYZAPPOS® MILITARY ACADEMY

EXAMPLES(REAL AND IMAGINARY)

04/10/2023 – slide 16

@THEBRANDMASON

STEVEN@THEBRANDMASON.COM

FACEBOOK.COM/CREATIVE.DESTRUCTIONIST

LINKEDIN.COM/IN/THEBRANDMASON

650.776.7968

©2012 STEVEN MASON. ALL RIGHTS RESERVED. REPRODUCTION PERMITTED WITH FULL ATTRIBUTION AND NO ALTERATIONS.

04/10/2023 – slide 17