Explores the essentials of brand building from the perspective of Scott Hauman, Director, Brand Strategy at Daggerfin.

1. Branding unmasked.
U-MCenterforEntrepreneurship // February2010

2. Brandingunmasked // ScottHauman,Director,BrandStrategy,Daggerfin February2010

3. Brandingunmasked // ScottHauman,Director,BrandStrategy,Daggerfin February2010

4. Brandingunmasked // ScottHauman,Director,BrandStrategy,Daggerfin February2010

5. Brandingunmasked // ScottHauman,Director,BrandStrategy,Daggerfin February2010

6. Brandingunmasked // ScottHauman,Director,BrandStrategy,Daggerfin February2010

7. Brandingunmasked // ScottHauman,Director,BrandStrategy,Daggerfin February2010

8. Brandingunmasked // ScottHauman,Director,BrandStrategy,Daggerfin February2010
FACT: Your brand isn't what you
say it is—it's what they say it is.

9. Brandingunmasked // ScottHauman,Director,BrandStrategy,Daggerfin February2010
How do you get them to talk about
you? Radical differentiation.

10. Brandingunmasked // ScottHauman,Director,BrandStrategy,Daggerfin February2010
The Twin Hurdles:
1. Relentless Speed
2. Extreme Clutter

11. Brandingunmasked // ScottHauman,Director,BrandStrategy,Daggerfin February2010
Our brand is the only ______ that
______.
For example:
Cirque du Soleil is the only circus that combines acrobatics with theatre

12. Brandingunmasked // ScottHauman,Director,BrandStrategy,Daggerfin February2010
Radical differentiation fosters
innovation and design thinking.

13. Brandingunmasked // ScottHauman,Director,BrandStrategy,Daggerfin February2010
Through effective storytelling you
can build a Charismatic Brand.

14. Brandingunmasked // ScottHauman,Director,BrandStrategy,Daggerfin February2010
MYTH: The marketer has two
choices: to say something
different from competitors or to
say the same thing differently.

15. Brandingunmasked // ScottHauman,Director,BrandStrategy,Daggerfin February2010
There really are six ways in which
a brand can be positioned.

16. Brandingunmasked // ScottHauman,Director,BrandStrategy,Daggerfin February2010
Iconography
A-ribute
Benefit Space
Reason
Values
Iconography: The images and symbolic representations associated with the brand.
Attribute: The qualities or characteristics inherent in or ascribed to the brand.
Benefit: The advantages or gains provided by the brand.
Space: Territories where the brand intends a presence.
Reason: The basis or motive for the brand.
Values: The ideals, customs, institutions, etc., of a brand.
6The

17. Brandingunmasked // ScottHauman,Director,BrandStrategy,Daggerfin February2010
When everyone zigs, zag.
- Marty Neumeier

18. Brandingunmasked // ScottHauman,Director,BrandStrategy,Daggerfin February2010
Q and A

19. U-MCenterforEntrepreneurship // February2010
Scott Hauman
Director, Brand Strategy
Daggerfin
@twitter/scotthauman
linkedin.com/in/shauman
shauman@daggerfin.com
Bio
With more than 15 years of experience in both agency and client
environments, Scott helps companies transform their brands to take
advantage of what lies ahead through the seamless integration of strategy,
design, media, marketing and research. His corporate and product branding
experience includes category leaders such as AlixPartners, La-Z-Boy,
Certified Angus Beef, NuStep, Terumo CVS, Urban Science, Federal-Mogul,
Ben&Jerry’s, Chrysler Financial, Yale University and the University of
Michigan.