Over the past few years, there has been an explosion of brand presence in the online world at the same time that, being on web has become a strategic choice for small companies and their business. The Internet has completely changed the way we communicate brands but also how consumers may perceive it. From social media to digital advertising, and newsletters to online campaigns, the way to expose a company’s identity has become varied and complex. We all agree that an easy and simple way to identify a company or a business is by their logo. However, the logo per se does not a brand or identity make. So, are you sure you know how to communicate your brand or are you ready to commit a crime? This presentation is inspired by: The brand gap by Marty Neumeier Zag by Marty Neumeier Designing Brand Identity by Alina Wheeler Wally Olins: the brand handbook by Wally Olins

1. CHIARA ALIOTTA
presents

2. HELLO!
GEOMETRIA , Medium, 80pt
FONT USED

3. GEOMETRIA , Medium, 80pt
FONT USED
I AM
and this presentation contains subliminal messages
CHIARA

4. THE 3
KILL YOUR BRAND
s THAT
C also stands
for Chiara

5. doesn’t
contain a C
…but I am the Joomla! Brand Manager so I am supposed to talk about it too!

6. BRAND?
WHAT IS A
let’s see how many of you are brand killers….

7. A brand is not what
you say it is.
IT’S WHAT THEY SAY IT IS.
The Brand Gap
MARTY NEUMEIER

8. $37.4 billion (Forbes)
BRAND VALUE IN 2014

9. $18.2 billion (Forbes)
BRAND VALUE IN 2014

10. $104.7 billion (Forbes)
BRAND VALUE IN 2014

11. SO HOT?
WHY ARE BRANDS
…and why do we all want one?

12. Once upon a time….
FACTORIES

13. Once upon a time….
CAPITAL

14. Once upon a time….
PATENT

15. Today
INTELLECTUAL

16. BRAND KILLER
HOW TO BE A
…no? Seriously?!!

17. BRAND KILLER
HOW TO IDENTIFY A
… and be sure you are not one already!

18. CLUTTER

21. CLUTTER

22. CLARITY

23. little questions
Who are you?
3
What do you do?
Why does it matter?

24. WHO?
the only motorcycle manufacture
WHAT?
that produces original and timeless
motorbikes
WHY?
for people who want to ride an icon
of style
vespa.com

25. WHO?
a global community
WHAT?
that spreads the love for analogue
photography
WHY?
for people who ignite a new style of
artistic experimental photography
lomography.com

26. What makes Joomla! the only one?
Joomla! is the only
that .
worldwide project
builds a community around digital publishing and collaboration

27. WHO?
the only contributor-driven project
WHAT?
that develops award-winning web
solutions
WHY?
for a community who wants to build
secure, easy-to-use and powerful
digital applications
joomla.org

28. CONFUSION

29. Athens, 2012
LOGO OSRAM
Since 2001

30. Malpensa Airport, Milan 2014
APPLE?!

31. by Sacha Goldberger
RIDERS

32. by Sacha Goldberger
RIDERS

33. CONFUSION

34. COHERENCE

35. little question
1
Are you remarkable?

36. Coca Cola 2013
OPEN HAPPINESS

37. Diesel, 2010
BE STUPID

38. Joomla!
Brandmark
Joomla!
Logotype
Joomla!
Tagline
The Registered mark
protects Joomla!

40. COLDNESS

41. December 2013
UPS. We [heart] logistics

42. Barilla
Italy’s No.1 PastaSeptember 2013
Barilla. The choice of Italy.

43. COLDNESS

44. CARE

45. Our emotions change the way we think,
and serve as constant guides to appropriate
behavior, steering us away from the bad,
guiding us toward the good.
Donald A. Norman
EMOTIONAL DESIGN

46. little question
1
How does it
make you feel?

47. JUST DO IT.
Self-achievement
nike.com

48. Tokyo. Launch of Mini iPad
THINK DIFFERENT
Desire to belong

49. How does Joomla!
make you feel?
little question for you
1

51. A brand is a living entity.
The DNA of your company.
How to kill a brand
CHIARA ALIOTTA
KEEP IT ALIVE!

52. THANK YOU!