PowerPoint Presentation
BUILDINGGREATBRANDSguy gordon september 2015
name a brand
what about these?
an icon is a setof associations in themind of a personit can be
anything
a brand is a unique setof associations in themind of a
customer
dont confuse an icon with a brand
Paris meansmany things tomany people
So doesNew York
[insert what you love]
a true brand issingular idea thatyou own in themind of a
prospect
own an idea
The after hours athleteFind your greatnessCelebrate
originality
position your brandin peoples minds
Overnight delivery
Home delivery
Freshly brewed coffee
Low cost airline
Low cost stay
Mobile phone
create a categoryown the generic
Gimme the
Pass me a
I need a
this for me
this for me
I bought a
dominate a categoryown a word
Social network
Energy drink
Messenger
Maps
Translate
Docs
Drive
Earth
spend $$$ on advertisingown a word
Probably
Hot water
Just
Priceless
spend $$$ on marketingown a logo
and of course, you canown a colour
brandvscommodity
things greatbrands do
some were built onon provocation
some brands are builton great products
80s 90s
2001
2007
2014
2015
The future of a $700bn company?
many brands beganwith endorsement
many brands are builton fantasy
others were builton reality
some are sensorial brands
a brand becomes stronger when younarrow its focus
some brands have evolved waaaaaybeyond their product
Question:
What is the leading sports content brandin the US?
other brands makeus feel goodabout ourselves
some brands haveno product at all
some great productsused to have crap brands
some brands are great but have crap logos
some brands sell packaging
some brands areheard
Who am I?
all brands need to stay young to survive
old brands needto stay even younger
great brandscapture the zeitgeist
great brandstouch our lives
more and morebrands are doing good
but all brands needto listen
but then it got really weird
digital products dontreally exist at all
its just ones and zeroes
brands express themselves throughutility and experience
interface+ utility as product
UTILITY
remember everything
share cool pictures
share your sounds
identify music
save it for later
find the best route
find a place to stay
find anything
learn about anything
buy anything
pay for anything
pay for nothing
sell anything(or buy it back)
never pay the Iriya
look younger
look older
look at naughty photos
create 6-second videos
discovery gorgeous stuff
make free calls
stream music
stream music for free
broadcast
microblog
create your magazine
find your stuff
find your stuff quicker
connect with friends
connect with pros
connect with guys
connect with wives
share with groups
share privately
share intimately
share too much
see it
translate it
like it before its cool
buildsomethingpeoplewant
therestwillfollow
Bon voyage!BUILDINGGREATBRANDS
Bon voyage!BUILDINGGREATBRANDS
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