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Brand New Worldwith
Eric Hughes & Rob Rubinoff
Meet Mad Genius.
What we say to people on elevators (12… 11… 10…)
Mad Genius fuses marketing insight and strategy with design,
interactive, social, video and animation wizardry to supply limitless ideas to progressive brands looking to build real
momentum.
We’re Social.(Come say hello.)
facebook.com/madgsocial
@madgsocial
madgsocial
Meet Eric.
• VP Creative Director• Brand Strategist. Creative Coach. Intergalactic Award-winner.
• Youth Soccer Adrenaline Junkie.
Meet Rube.
• Information Architect• Helps clients navigate the ever-changing digital landscape
• Rabid Hurricanes Fan
Let’s Get
Started.
Here’s where to find this presentation!
madg.com/mba-2011
Vocab
• Marketing - what you say you are
• Brand - what your audience says you are
• Fracture - costly break in Brand consistency
• Fusion - valuable bridge in Brand consistency
What Brave Brands Know
• Media landscape grows & changes daily
• Audiences are fickle and vocal
• Watch, listen, respond, win!
What Brave Brands Brand
• 37 Signals (Basecamp)• Apple (iPod, iPhone, iPad)• Intel (Pentium)
What Brave Brands Do
Get 3 things right early:• Audience analysis 1st, design
2nd• A good brand name is half the
battle• Nail a key message you can
say
A Genius In The Making
Car Services Web + Mobile App
All auto services: Glass, Parts & Supplies Repair, Body ShopsCar Dealers - Car Wash Gas & Service Stations
Motorcycle Dealers, Repair
Oil Changes * Parking Smog Check Stations, Stereo Installation? Tires , Towing! Windshield Installation & Repair
Geo-locating for all car services!Ad-based revenue model!
Names? Car Butler AutoMate(COOl!)
"Car”lton Car Jeeves?
A Less Than Genius Start
Of course, Car Jeeves’ main audiences must be:
Execs! Attorneys! Doctors!
A Less Than Genius Start
Introducing CarJeeves!
First round of funding and launch!The result?...
A Less Than Genius Start
Corks don’t pop
• Unique visitors = 90%+• Target market less than 10% of registered users• Huge abandonment issues
Time for Brave Reflection
This is when Brands tend toknock on our door.
Here’s what we do. (And you can too!)
Your “Brand” is the direct result of how well your company/org Fuses:
Time for Brave Reflection
• key perceptions • operations• brand assets • strategic directions• key audiences • competition• desired audiences • trends
Your “Brand” is the direct result of how well your company/org Fuses:
Time for Brave Reflection
• key perceptions • operations• brand assets • strategic directions• key audiences • competition• desired audiences • trends
Brave Brands Seek Fusion
Brand Fusion is a one-day workshop that harvests open, insightful input from your leadership team to prioritize the factors that determine your company’s success and fuse your message with your Brand’s greatest opportunity.
Brand Fusion
Brand Fusion
Brave Brands RebootAudience & Industry Insight Sources
Free: Ad Age White Papers @
http://adage.com/whitepapers
$$: Adology @ http://www.ad-ology.com
$$$:Market Research.com @
http://www.marketresearch.com$60 to $150 on the low-end, $8,000 to $11,000 on
the high-end.
Brave Brands Strategize
• Married, mid-class, kids, beyond busy • 35 million (40 by ‘12)• 2/3 use web to research products & services• 95% say web saves time• More women use car washes & fast lube centers than men
Meet “iMom”
Sources: 1. eMarketer.com 2. Opinion Research Corporation / AOL Study and Road & Travel Magazine
3. International Carwash Association and National Institute for Automotive Service Excellence
Brave Brands Strategize
• Save time• Make errands “easier”• Technology that streamlines her life (a little helper)• Want marketers to “get” them and market to them (74% say misunderstood by auto category)
She Really Wants:
Source: 1. Sheconomy.com
Exploit The Obvious!
App Reviews: “Car Wash Locator”
2 Star Avg.21 Ratings
Source: iTunes internal App Reviews
ColinHanna – Jan 31, 2010
“Some listed washes turn out to be closed while others are not listed.”
Piloto176 – Apr 14, 2010
“Updates would be useful with real time info on washes that are open or no longer in business.”
Brave Brands Underdo ItAudience Insights =
Streamlined User Experience• Narrow Scope – Car Wash, Oil
Change, Tires, Towing • Lazy Registration• Focus on Returning Visitors• YELP Reviews via API
Now we’re getting some Fusion!
Source: Getting Real, 37 Signals, p13
Be Brave From The Start
ReviewAudience analysis firstDig deep for insights
Learn from customer reviewsDesign based on insight
(underdo?)
What’s In A Brave Name?
Good Names • Available
• Benefit-oriented
• Short
• “Oops-proof”
Still great? GREAT!
Bad Names • Taken/Conflicted
• “Cool-sounding”
• Long
• Oops-prone
What’s In A Brave Name?Availability
Quick check @ http://tess2.uspto.gov/
> Enter Brand name
> Select “Live”
> “Submit Query”
Woo-hoo! But check with a trademark attorney.
Good name, 2 Live claims, check with trademark attorney. Don’t fall in love.
What’s In A Brave Name?
Benefit-Oriented“BaseCamp” = Rally point for teams
iPod = Apple’s portable music player
Pentium = A new element of intelligence
What’s In A Brave Name?Short
4 -7 items (limit of working memory 1)
Use SEO keyword in domain
Grab misspellings – http://goo.gl/QfRdA
.COM is KING
Be creative – http://domai.nr
Source:1.Working Memory Capacity, Nelson Cowan, 2005
What’s In A Brave Name?
WARNING: The following names
and urls are real and NSFW!
“Oops-proof”
What’s In A Brave Name?
Pen Island >
Therapist Finder >
Who Represents >
penisland.net
“Oops-proof”
What’s In A Brave Name?“Oops-proof”
Pen Island >
Therapist Finder >
Who Represents >
penisland.nettherapistfinder.com
What’s In A Brave Name?“Oops-proof”
whorepresents.com
Pen Island >
Therapist Finder >
Who Represents >
penisland.nettherapistfinder.com
Brave Brands Love Options
and the winner is…
Pssst. Couldn’t we have done this from the
start?
Pssst. Couldn’t we have done this from the
start?
What’s In A Brave Name?
Review
Quick-check availability
Connect to a benefit
Keep it short
Oops-proof it
Message Bravely
“Commitment to quality.”“Customer-centric.”“Service-oriented.”
Messages? No. Expectations.
Message BravelyCarPixie is committed to
creating a quality web experience by providing customer-centric
usability connected to service-oriented partners.
Message? No.Mission.
Brave Shines In Elevators
Brave Shines In Elevators
(Brand) is the (insight-driven adjective) way for (insight-driven
goal)to (product feature-enabled
benefit.)“Really? Tell me more.”
12, 11, 10...
Message Starter Template
CarPixie Brand Fusion
CarPixie.com is the quickest,
easiest way for today’s beyond-busy women to
find the car care services they use the most - right
now, right where they are.
“CarPixie.com is the easiest way for today’s beyond-busy woman to find the car care services she uses most - right
now,
wherever she is.”
“CarPixie.com is the easiest way for today’s beyond-busy woman to find the car care services she uses most - right
now,
wherever she is.”
“Really? Tell me more”
(12, 11, 10…)
“Really? Tell me more”
(12, 11, 10…)
Get car stuff done quick
Message Bravely
Review
Message beyond “expectations”
Missions ≠ messages
Make your message “elevator-ready”
Oops, I Bwoke My Bwand. 3 Options
1. “Scrap it”
2. “Scrap metal it”
(Car Jeeves > Care Pixie)
3. “Have another baby”
(Car Jeeves + Car Pixie)
Brand New WorldTakeaways
Get three things right early:Audience analysis first,
design secondA good Brand name is half the
battleNail a key message you can say
Want to talk more?Breakouts
Naming Your Business: 2:30-3:15Marketing & Branding: 3:15-4:00
Here’s where to find this presentation!
madg.com/mba-2011
facebook.com/madgsocial
@madgsocial
madgsocial