Discover, explore and learn new ways to position your brand for customer engagement and advocacy. Session leader Scott Hauman will share and review real world brand definition methods and strategies that will help you shape your company, product or service brand for success.

2. The Venture Capital Secret: 3 Out of 4 Start-Ups Fail
WSJ
Only 30% of all new businesses survive past year 3
Mashable

3. No
Market
need
42%
Ran out
of cash
29%
Better
comp.
19%
Pricing/
cost
issues
18%
Not the
right
team
23%
Source: http://www.inc.com/kimberly-weisul/what-went-wrong-failed-startups-tell-all.html

5. Brand Motive

6. Bettering the chances for
impact and success

7. Collection of
tips, tools, and
observations
from the field
www.groundtruthtrekking.org

8. Stand for
something

9. Challenger Stance Core Role and Crusade
The People’s Champion Takes a conscious position on the side of the customer/consumer, often against the
category Gorilla
The Scrappy David Head-to-head assault on the category Gorilla
The Enlightened Zagger Deliberately swims against the prevailing cultural tide
The Real and Human
Challenger
Portrays a “real” and “honest” approach in a faceless category
The Missionary A brand fired up with a view about the world it has to share – often looking to “put the
category right”
The Democratizer Takes something that was previously exclusive, misunderstood or controlled and makes it
available to the masses
The Irreverent Maverick Counter cultural attitude in a box
The Visionary Sets out a much higher vision that transcends the category nature
The Next Generation That was then and this is now
The Game Changer A brand with an entirely new perspective on the possibilities of the category
The Value Changer A brand offering a proposition focused on superior value for money
Adapted from Adam Morgan, author, Eating the Big Fish, Vol. 2.

10. Have a
Purpose
“A funny thing
happened when we
actually communicated
(our purpose) to our
employees.
We found that
suddenly employees
were a lot more
passionate about the
company, a lot more
engaged, and when
customers called they
could sense the
personality at the other
end of the phone
wasn’t there just for a
paycheck.”
Tony Hsieh, CEO, Zappos

11. What is the fundamental reason you are in
business beyond making money?

12. Brand Purpose:
To propel social
science forward for
the greater good.

13. Have a Brand Mission

14. What is your over-arching strategy for
achieving your purpose?

15. Brand Mission:
Partner with companies, worldwide, to develop and deliver
innovative POS solutions that foster connection and engagement.

16. Have a
Brand Vision
“Sunglasses
on
Table
Rock”
Photography
by:
Madeline

17. What is your bold picture of the future to focus
everyone’s efforts on the mission?

18. Brand Vision:
Confident, purposeful consumers and
brands that push each other to reach
higher in their quests for insights and
information.

19. Have a
Brand Truth
“Sunglasses
on
Table
Rock”
Photography
by:
Madeline

20. An internal expression of your most compelling
marketplace differentiator:

21. is the only
From ZAG by Marty Neumeier
Cirque du Soleil is the only circus
that combines acrobatics with theatre.
that .

22. NewFoundry is the only idea manufacturing company that
fuses brand strategy, design, and software engineering to
create next-generation products and services.

23. Myth:
“We have no competitors”

24. Have a
Standpoint
An out-facing expression
of your brand truth

25. Transcend your care
• By definition: to rise
above or go beyond;
overpass; exceed in
excellence; elevate
• Acts as a true
challenge statement/
call-to-action to
skilled nursing,
assisted living, home
health and hospice
groups
• Symbolizes
partnership and
connects powerfully
with the brand vision
• Short, memorable,
and unique in the
marketplace

26. “We believe in individualism, we hate
conformism, we believe in a civil courage.
We believe you have the responsibility to
make up your own opinion.”
- Dieter Mateschitz, CEO

28. The predominant
purpose of your
brand’s every
marketing action
is to demonstrate
your stance.

29. Pull
Agent of change
Redefine behavior
Admired intent
Disrupt
Advocacy
Push
Maintain status quo
Reinforce behavior
Trusted competence
Reassure
Satisfaction
vs.
Differentiation and stance
inspire new actions

30. “Your brand is what
other people say
about you when you’re
not in the room.”
- Jeff Bezos

31. Be a lighthouse brand and
guide customers to you.
A “connected” stance, name, and
visual identity will help you do this.

33. Ending
Field Notes

34. Q&A