Take a Walk on the Dark Side: Positioning & Branding 4 Startups & Sith Lords
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slides for my talk on branding for startups (Bangkok, July 2014)
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Take a Walk on the Dark Side: Positioning & Branding 4 Startups & Sith Lords
- 1. Branding & Positioning 4 Startups & Sith Lords Take A Walk On The Dark Side @DaveMcClure @500Startups #GoaP Bangkok, July 2014
- 2. WARNING:
- 3. WARNING!!! this deck is guaranteed to offend, provide tragically incorrect advice, and perhaps get you arrested. so Fucking Deal with it.
- 4. [This Talk] • WTF is a BRAND?!? • Be Different, Take Risk!!! • Stand 4 SOMEthing. (or u stand 4 NOthing.) • Tap Into Humanity: Fear, SEX, Power, etc. • Be a Hero, or a Villain. (just don’t fucking BORE me.) • Pictures, Text, Music: they all say 1000 words. • When It Works, Double Down. • Be Yourself… Only More So ! KISS: Keep It Simple, Stupid.
- 5. Dave McClure Founding Partner & Chief Troublemaker, 500 Startups 00’s & 10’s: VC: Founders Fund, Facebook fbFund, 500 Startups Angel: Mashery, Mint.com, SlideShare, Twilio, Wildfire, SendGrid Marketing: PayPal, Simply Hired, Mint.com, O’Reilly ! ! 80’s & 90’s: Entrepreneur: Aslan Computing (acq’d by Servinet/Panurgy) Developer: Windows / SQL DB consultant (Intel, MSFT) Engineer: Johns Hopkins‘88, BS Eng / Applied Math
- 6. 500 Startups Global Seed Fund & Startup Accelerator What is 500? $100M silicon valley VC fund + startup accelerator 30+ people / 10 investing partners Locations: SV, NYC, MEX, BRZ, IND, CHN, SE Asia 1500+ Founders / 200+ Mentors Community + Content + Conferences ! 800+ Portfolio Co’s / 40+ Countries Wildfire (acq GOOG, $350M) MakerBot (acq SSYS, $400M) Viki (acq Rakuten, $200M) Simple (acq BBVA, $117M) Twilio SendGrid Credit Karma Udemy Barkbox HomeJoy Builk Taamkru Playbasis Eko Noonswoon
- 8. Read Geoffrey Miller. Sex + Evolution + Consumer Mktg = Awesome Sauce.
- 9. More Great Shit. Psychology + Comics ☺
- 11. NEGATIVE Emotion Examples Fear, Anger, Sadness, Pain, Pathetic, Pariah
- 12. POSITIVE Emotion Examples Humor, Sex, Power, Daredevils, Babies & Kittens
- 13. DO! Marketing & BRANDing (it’s not Evil… most of the time ;) • Tell a Story, Build a Storytelling Culture • Identify by a Color, Animal, Number, Word, or other SINGULAR element • Create Unique Position in Mind of the Market, relative to [Visible] Competition • Embrace & Adopt Negative or Shameful Positioning when Necessary • Know When to Get Back to Product
- 14. What is BRAND? • Brand (def): a name, term, design, symbol that identifies one seller's good or service as distinct from those of other sellers. • Branding began as way to tell one person's cattle from another by a hot iron stamp. • Branding is usually full of PAIN.
- 15. Q: Who FEELS Your Brand? • Customers • Partners • Investors • Employees • Press
- 17. Be Different. • Take Risk Early. U Have Nothing 2 Lose. • Playing it Safe = Death. • Pissing People Off is OK. (in fact, #WINNING) • U Can’t Build Brand around INDIFFERENCE. • “Niche 2 WIN” (see blog post) • Love *or* Hate are Ok. Both are Good Signal.
- 18. Stand 4 SOMEthing. (or stand 4 NO-thing) CHANGE. POWER. SEX. PEACE. SEXIST!
- 20. Stand 4 SOMEthing, or Stand 4 NOthing. • Be Iconic. • Single word or emotion. • Don’t be afraid 2b Hated. • Don’t be afraid 2b Shamed. • Aim for the Moon. [Land on the Roof]
- 21. Tap Into Humanity Fear, Sex, Power
- 22. Tap Into Humanity • Fear: What u run from • Sex: Who we love, lust 4 • Power: Ability 2 Control Ur World • Family: Find Ur Tribe. • Anger: Fight 4 Ur Right [2 Party]
- 23. Be a Hero Be a Villain
- 24. Be a Hero… or Villain • Who do u LOVE, Admire, Want 2 B? • Who do u HATE, Despise, [secretly] jealous? • Whatever u are Drawn 2 • Just Don’t Be BORING. • Again: Indifference = Death.
- 25. Say 1000 words. [or just 1 Finger]
- 26. Say 1000 words. • 1 awesome picture. • 3 powerful words, or a few sentences. • 30 sec meaningful music or video. • Less is more. ! note: these slides are not less.
- 27. If/When It Works Double Down.
- 28. When It Works, Double Down. • If someone loves u, it’s working. • If someone hates u, it’s working. • Once u get signal, try iteration, repetition. • Once u get repetition, try variation. • Good artists COPY; great artists STEAL (from themSELVES!)
- 29. Be Your SELF. (But Be Ur SUPER Self)
- 30. Always Be Your [SUPER] Self • Start from the Heart. • Be Yourself. Be Authentic. Be Comfortable. • But: the MOST AWESOME, PASSIONATE u. • Find a feeling or emotion u can sustain • [sometimes even weakness can be ok]