Branding is not a marketing act. It's not a project. And you can't outsource it to anyone. So what the F is it and what can you do about it?

1. What the F is Branding?
And Why Should You Care?

2. Is It Being Very Good
At Something?

3. No

4. Is It Being The Best
At Something?

5. No

6. It’s Being
The Only One
And (Naturally) The Best...

7. ...And Being
Famous About It

8. Branding Must Be
Done By You

9. Inside Out –
Not Outside In

10. Because It’s All About You,
Your Place, Your Product
And Your Company

11. What The F You Need To
Make A Brand Then?

12. A Flower

13. The Brand Flower
Senses
Hearing
Sight Touch
Taste
Smell
Price
Value
Proposition
Communication
& repetition
Story
Customer
Service
Brand
PersonalityPromise
Emotion
Language
Name
Money
Habits
Effort
Time
Social
Looks

14. Why Branding Matters?

15. Because It Makes Things
Easier To Understand

16. By Emotions

17. Not By Explanations

18. So You Can Work Easier

19. And Sell Easier

20. Is Your Brand Working?
Yes, If People Are Willing To
Pay A Premium For It.
(Even Though Almost The Same Might Be Available Elsewhere For Less)

21. Branding Makes
Complex Things Simple

22. Idea, Person, Product,
Company Or Place

23. A Place Brand?

24. Ask Google:

29. Simple, Emotional
Generalisation
= Fast Truth

30. Places Compete With Other
Places For People, Resources,
And Business

31. 1. Nations
2. Regions
3. Cities

32. Competition?

33. 2.7 Million Small Cities/Towns,
3,000 Large Cities
455 Metropolises And
196 Countries

35. To Win You Need To Be On
Top Of People’s Minds

36. How?

37. Simple:
Be Famous!

38. Think: There Are Only
3 Million Places But
7 000 Million People

40. Your Fame Will
Be Your Brand

41. You Should
Aim On 2 Things:

42. FAME
NAME
and

43. ”In The Future Everybody
Will Be World Famous
For 15 minutes”
Andy Warhol

44. Andy Was Wrong

45. Fame Does Not Fade
“It turns out that it’s much more than
fifteen minutes of fame … If you do get
famous, you’re likely to stay famous.”
– Eran Shor, McGill associate professor of sociology

46. How to Create
A Place Brand?

47. Two Roads:

48. Organic Or Strategic

49. Organic: No Control
Senses
Hearing
Sight Touch
Taste
Smell
Price
Value
Proposition
Communication
& repetition
Story
Customer
Service
PARIS
PersonalityPromise
Emotion
Language
Name
Money
Habits
Effort
Time
Social
Looks

50. Strategic: Control
Senses
Hearing
Sight Touch
Taste
Smell
Price
Value
Proposition
Communication
& repetition
Story
Customer
Service
VEGAS
PersonalityPromise
Emotion
Language
Name
Money
Habits
Effort
Time
Social
Looks

51. You Can’t Control
Everything:

52. “Between 2007 And 2008, American
Attractions, Such As The Grand Canyon,
Became 3.5-percent More Scenic And
Beautiful To The Rest Of The World.”
Why?

53. First:
Engage Your Own People

54. Second: Pick A Name

55. You Have a Name, Right?

56. Third: Be EXTRAordinary
On One Thing Only

57. Make Sure That Your Own
People Can Agree On Your
One Thing: What’s In And
What’s Out.

58. Pepsodent?

59. Lapland?

60. Bothnian Bay?

61. Make Your One Thing
An Emotional Story

62. Make It Super Emotional

63. So That
People Are Really
Dying For It

64. Make it Far-off

65. Make It Holy

66. Make It Dangerous

67. Make It Sexy

68. Make It Funny

69. Make It Worth The Effort

70. Make It Uncommon

71. Make It Expensive

72. Make It Free

73. Why?

74. It Is Emotional Only When
You Go Over The Edge

75. Emotions Are The Key To
Value And Remembering

76. It’s About Surviving

77. Or About Regeneration

78. Simply:

79. About Sex or Death

80. Then Just
Live Your Brand

82. That’s It, Really!

83. But It’s Not Only Sunshine

84. Why Brands Fail?

85. Fifteen Deadly Sins

86. Over Promising
Under Delivering
1

87. Not Promising At All
2

88. Making Boring Promises
3

89. Fear Of Being Original
4

90. Outsourcing
Who You Are
And What You Do
5

91. Thinking Branding Only As
Marketing Communication
6

92. Senses
Hearing
Sight Touch
Taste
Smell
Price
Value
Proposition
Communication
& repetition
Story
Customer
Service
Brand
PersonalityPromise
Emotion
Language
Name
Money
Habits
Effort
Time
Social
Looks
= Business Decisions

93. Thinking Branding Late In
Development Processes
8

94. The house is ready!
Fine!
Now let’s just brand it as
a swimming hall or maybe a
church. No wait – make it
feel like a railway station.

95. Ignoring Your People
7

96. No One Rules The Brand
9

97. Changing The Brand
For No Good Reason
10

98. Trying To Please Everyone
11

99. Fear Of Upsetting
Some People
12

100. BuyersHaters Likers
Difference:
NICE
EDGY
Buyers

101. Letting Opinions Rule
Over Expertise
13

102. Ignoring Consumer Needs
14

103. Trying To Be The Best
Instead Of Different
15

104. Making Too Many Points
16

105. ... Like I Just did

106. So Just Remember This:

107. Senses
Hearing
Sight Touch
Taste
Smell
Price
Value
Proposition
Communication
& repetition
Story
Customer
Service
Brand
PersonalityPromise
Emotion
Language
Name
Money
Habits
Effort
Time
Social
Looks
I’ts All About You

108. Juha Tahvonen