box lunch: branding

Your B(b)rand in the Modern AgeWITH

Leigh Marino & Jason Ward

A Quick Refresher

A brand is not JUST

• a Logo

• a Product or Service

• an Advertisement

• a Spokesperson

• a Tagline

A modern brand

• Offers a unique benefit

• Is an extension of your

culture

• Creates an emotional

connection

• Engages audiences

• Makes (and keeps) a promise

‘BRAND’ vs. ‘brand’

BRAND (aka ‘Big B’)

• Executive-led

• Top-down

• One-way, promotional

• Makes a promise

• Aspirational / Idealistic

• Subjective

brand (aka ‘Little b’)

• Experience-led

• Bottom-up

• Two-way, personal

• Keeps its promise

• Actual / Realized

• Objective

Big ‘B’ ≠ Little ‘b’

• Fails to keep promise

• Invites negative review /

criticism

• Creates detractors

• Reliant on Advertising/Marketing

Big ‘B’ = Little ‘b’

• Delivers on promise

• Invites conversation, review, referrals

• Creates loyalty and advocates

• Leverages organic/social promotion

A Few Examples

PATAGONIA challenges Nike’s dominance in the market by authentically embracing its unique ‘brand’ and leveraging it against Nike’s ‘Brand.’

NIKE vs Patagonia

OREO’s ‘Brand’ is strong and consistent… and backed by a team empowered to own the ‘brand’ experience (even when it happens in the middle of the big game.)

OREO

RADIO SHACK is proof that a ‘Brand’ can and should evolve/adapt by understanding and embracing its authentic ‘brand.’

Radio Shack

“Modern brands reflect real experiences, rather than promising unrealistic ones.”

“Your brand begins with your culture—the experience you create for your team.”

Lead with Culture

• Define Purpose and Values

• Seek Cultural Alignment

• Listen to Your Audience(s)

• Empower and Engage Your Team

• Build ‘B’ with Insights from ‘b’

• Measure and Adapt your Brand

Align Your B(b)rand