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BUILDINGGREATBRANDS
name a brand
what about these?
Brangelina
a brand is a set of associations in themind of a prospectit can be anything
dont confuse a brandwith an icon
Paris meansmany things tomany people
New York also meansmany things tomany people
[insert what you love]
a true brand issingular idea thatyou own in themind of a prospect
own an idea
Celebrate OriginalityThe After Hours AthleteFind Your Greatness
position your brandin peoples minds
Overnight delivery
Home delivery
Freshly brewed coffee
Low cost airline
Low cost accommodation
Audio fashion
create a categoryown the generic
Gimme the Ketchup!
Pass me a Kleenex
I need a Band-Aid
Xerox this for me
FedEx this for me
They Photoshopped her
Love your Jeep
Check out my Uggs
!!
dominate a categoryown a word
Social network
Energy drink
Messenger
Maps
Translate
Docs
Drive
Earth
spend $$$ on advertisingown a slogan
Probably the best beerin the world
Probably
Hot water, small glass
Hot water
Just do it
Priceless
spend $$$ on marketingown a logo
Dont forget!
brandvscommodity
brandvsproduct
some brands are builton provocation
some brands are builton great products
2001
2001
2007
2014
today people buy into this
to buy this
some brands are builton great endorsement
many brands are builton fantasy
and many are builton heritage
some are sensorial brands
a brand becomes stronger when younarrow its focus
some brands have evolved waaaaaybeyond their product
Question:
What is the largestsports site in the US?
other brands makeus feel goodabout ourselves
the smartest brands arehighly inclusive
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?
but all brands need tolisten
but then it got really weird
digital products dontreally exist at all
interface+ utility as product
UTILITY
remember everything
share cool pictures
share my sounds
identify music
save it for later
find a place to stay
find the best route
find anything
learn about anything
buy anything
pay for anything
pay for nothing
sell anything(or buy it back)
never pay the Iriya
look great
send naughty photos
create 6-second videos
discovery gorgeous stuff
make free calls
stream music
stream music for free
microbroadcast
microblog with photos
create your magazine
find your stuff
find your stuff quicker
connect with friends
connect with pros
share privately
share intimately
share too much
like it before its cool
buildsomethingpeoplewant
therestwillfollow
12,000,000,000 page views / month33,000,000 articles285 languages76,000 contributors1,400 administratorstheyre all volunteersnon-profitno marketing, no advertising
usersarepeople
Enchant me.Simplify my life.Make me amazing.
Android Design PrinciplesGoogle I/O 2013
makesomethingbeautiful
keepit simpleconcise
click the logos
jumprightin
click the logos
tellastory
click the logos
findyourbrandvoice
Bon voyage!BUILDINGGREATBRANDS
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