Building Great Brands
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This document discusses building great brands. It states that a brand is a unique set of associations in the mind of a customer, and that brands aim to own an idea or category in people's minds. The document provides examples of brands that have dominated categories by owning words or logos. It also discusses how some brands were built on provocation, products, endorsements, fantasy, reality, or sensory experiences. Brands must stay young and capture the zeitgeist to survive.
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Building Great Brands
- 2. name a brand
- 13. an icon is a set of associations in the mind of a person it can be anything
- 14. a brand is a unique set of associations in the mind of a customer
- 15. don’t confuse an icon with a brand
- 16. Paris means many things to many people
- 28. So does New York
- 35. [insert what you love]
- 36. a true brand is singular idea that you own in the mind of a prospect
- 37. own an idea
- 38. The after hours athlete Find your greatness Celebrate originality
- 39. position your brand in people’s minds
- 42. Home delivery
- 44. Low cost airline
- 45. Low cost stay
- 46. Mobile phone
- 47. create a category own the generic
- 48. ‘Gimme the
- 49. ‘Pass me a ’
- 50. ‘I need a ’
- 51. ‘ this for me’
- 52. ‘ this for me’
- 53. ‘I bought a ’
- 54. dominate a category own a word
- 55. Social network
- 56. Energy drink
- 57. Messenger
- 58. Maps
- 59. Translate
- 60. Docs
- 61. Drive
- 62. Earth
- 63. spend $$$ on advertising own a word
- 64. Probably
- 65. Hot water
- 66. Just
- 67. Priceless
- 68. spend $$$ on marketing own a logo
- 80. and of course, you can own a colour
- 88. some were built on on provocation
- 92. some brands are built on great products
- 93. 80s – 90s
- 94. 2001
- 95. 2007
- 96. 2014
- 97. 2015 The future of a $700bn company?
- 98. many brands began with endorsement
- 102. many brands are built on fantasy
- 105. others were built on reality
- 115. a brand becomes stronger when you narrow its focus
- 117. some brands have evolved waaaaay beyond their product
- 118. Question: What is the leading sports content brand in the US?
- 120. other brands make us feel good about ourselves
- 122. some brands have no product at all
- 124. some great products used to have crap brands
- 127. some brands are great but have crap logos
- 132. Who am I?
- 133. all brands need to stay young to survive
- 135. old brands need to stay even younger
- 137. great brands capture the zeitgeist
- 139. great brands touch our lives
- 141. more and more brands are doing good
- 143. but all brands need to listen
- 145. but then it got really weird…
- 147. digital products don’t really exist at all it’s just ones and zeroes
- 148. brands express themselves through utility and experience
- 150. UTILITY
- 151. remember everything
- 152. share cool pictures
- 153. share your sounds
- 154. identify music
- 155. save it for later
- 156. find the best route
- 157. find a place to stay
- 158. find anything
- 159. learn about anything
- 160. buy anything
- 161. pay for anything
- 162. pay for nothing
- 163. sell anything (or buy it back)
- 164. never pay the Iriya
- 165. look younger
- 166. look older
- 167. look at naughty photos
- 170. make free calls
- 171. stream music
- 172. stream music for free
- 173. broadcast
- 174. microblog
- 175. create your magazine
- 176. find your stuff
- 177. find your stuff quicker
- 178. connect with friends
- 179. connect with pros
- 180. connect with guys
- 181. connect with wives
- 182. share with groups
- 183. share privately
- 184. share intimately
- 185. share too much
- 186. see it
- 187. translate it
- 188. like it before it’s cool
- 190. the rest will follow