STEAL THIS BRAND. WHAT IS A BRAND? WHAT IS A BRAND? Something applied to an average thing to make it...

STEALTHISBRAND

WHAT IS ABRAND?

WHAT IS ABRAND?

Something applied to an average thing to make it seem more special

A logo, tagline, mission statement, etc.

An ‘aspirational’ stake in the ground and thetools and rules that enbable

average people to do genius-level work

WHAT DOESBRANDING & MARKETING

COST?

FREE!

We’re going to use social media.

We’re going to make a viral

video.

Relying on VIRAL VIDEOS to

promote your brand is like

using the LOTTERY to pay

your bills

Social media is not PAID MEDIA,

it is EARNED MEDIA

KICKSTARTERTED TALK

VIRAL VIDEONEWS STORIESSOCIAL MEDIA

What Can Marketers Exploit?1. Best Price, Special Deals and Risk-Free

Purchase2. Exotic, Taboo and the (Seemingly) Dangerous3. Expert Study or Endorsement4. Celebrity Status5. A Political or Social Cause or Controversy6. Our “Maslowsian” Needs

a. Physiological – multiple brands and store brands, no risk – money-back guarantees, fair and clear pricing, sales and special offers, suggested sales …

b. Safety, love/belonging and esteem – through adoptable brand stories that signal our tribal identity and establish or reinforce our social status

c. Self-actualization, transcendence and forgiveness

Branding Plan1. Name (with a good url)2. Logo and graphic standards3. Tagline and catch phrases4. Social mission

Platform Plan1. Website and lead capture2. Email and digital marketing3. Sharing and Sampling – applications, high-

value content, events, trial product/free product

4. Stakeholder development – social media, donation opportunities

5. Sponsorships –think of paid media as a form of sponsorship

6. Analytics

Marketing Process Plan1. Set a budget2. Establish a process3. Put it on a schedule4. Stick to the schedule