The Lean Brand is the first book to bring the rigor of lean startup principles to the marketing black box of branding. For the Launch Tour, hundreds of founders, intrapreneurs, and entrepreneurs came out in support of The Lean Brand all around the globe. In this presentation, Jeremiah Gardner and Brant Cooper share a new perspective on brand innovation and introduce you to the ideas in the book.

1. BRAND ≠ BULLSHIT

2. @BrantCooper
#TheLeanBrand
@JeremiahGardner

3. BRAND?
WHAT IS A
t#TheLeanBrand @JeremiahGardner

4. A BRAND IS A
RELATIONSHIP
t#TheLeanBrand @JeremiahGardner

5. ONE DIRECTION
LOGO, PALETTE, PROMISE
BRAND GENIUS
CONVENTIONAL
BRANDING
DOWNSTREAM
MANAGED BY
t#TheLeanBrand @JeremiahGardner

6. VALUE
t#TheLeanBrand @JeremiahGardner

7. BRAND, MEET LEAN
t#TheLeanBrand @JeremiahGardner

8. t#TheLeanBrand @JeremiahGardner
INNOVATION
EXPERIMENTATION
VALIDATED LEARNING
LEAN
BRAND THROUGH
MANAGED BY

9. “A ‘STARTUP’ IS A COMPANY THAT IS
CONFUSED ABOUT -
1. WHAT ITS PRODUCT IS.
2. WHO ITS CUSTOMERS ARE.
3. HOW TO MAKE MONEY.”
~ Cuddly Bear (AKA Dave McClure)
t#TheLeanBrand @JeremiahGardner

10. BRANDING LEADS THE WAY
EXISTING MARKET
PROBLEM WELL UNDERSTOOD
INNOVATION IMPROVES DIFFERENTIATION
INCREMENTAL CHANGE
PRODUCT LEADS THE WAY
UNKNOWN / NEW MARKET
PROBLEM NOT WELL UNDERSTOOD
INNOVATION IS DRAMATIC
RADICAL CHANGE
INNOVATIONSPECTRUM
WHERE ARE YOU?
t#TheLeanBrand @JeremiahGardner

11. VALUE STREAM MATRIXDISCOVER, TRACK, AND ITERATE YOUR VALUE STREAM
ORGANIZATION: PERSONA SEGMENT: DATE:
AWAREINTRIGUEDTRUSTINGCONVINCEDHOPEFULSATISFIEDPASSIONATE
ACQUISITIONFUNNELCONVERSIONMVPGROWTH ENGINE
Organization Action Audience Action
Result:
Organization Action Audience Action
Result:
Organization Action Audience Action
Result:
Organization Action Audience Action
Result:
Organization Action Audience Action
Result:
Organization Action Audience Action
Result:
Organization Action Audience Action
Result:
VALUE STREAM
From The Lean Entrepreneur (Brant Cooper & Patrick Vlaskovits)
t#TheLeanBrand @JeremiahGardner

12. HYPOTHESIS–DRIVEN
DEVELOPMENT
t#TheLeanBrand @JeremiahGardner

13. If we do X, Y% of people will behave in way Z.
t#TheLeanBrand @JeremiahGardner

14. t#TheLeanBrand @JeremiahGardner

15. MINIMUM VIABLE BRAND
t#TheLeanBrand @JeremiahGardner

16. t#TheLeanBrand @JeremiahGardner

17. t#TheLeanBrand @JeremiahGardner

18. INNOVATION =
t#TheLeanBrand @JeremiahGardner

19. http://leanbrandbook.com
FREE ARTWORK, CASE STUDIES, FREE CHAPTER

20. http://leanbrandlab.com
EVENTS,WORKSHOPS & LAB APPLICATION

21. GOODBYE, OLD-SCHOOL BRANDING.
HELLO, INNOVATION
#TheLeanBrand @JeremiahGardner