modern brand building

Stop Campaigning. Start Committing.

MODERN BRAND BUILDING

©2008 Paul Isakson

Paul Isakson

Head of Strategy

space150

©2008 Paul Isakson

DISCUSSION OUTLINEBrands & Branding TodayEvolution of Brand BuildingCampaigning vs. CommittingThoughts for Moving Forward

©2008 Paul Isakson

BRANDS & BRANDING HAVEN’T REALLY CHANGED TOO MUCH.

©2008 Paul Isakson

BRAND =COLLECTIVELY, WHAT PEOPLE SAY, FEEL & THINK ABOUT YOUR PRODUCT, SERVICE OR COMPANY.

©2008 Paul Isakson

A STRONG BRAND =A COLLECTION OF COHERENT IDEAS AND EXPERIENCES WITH A PRODUCT OR SERVICE OVER TIME.

©2008 Paul Isakson

A GREAT BRAND IS A GREAT STORY.

©2008 Paul Isakson

IF WHAT MAKES A GREAT BRAND HASN’T CHANGED ALL THAT MUCH, WHAT HAS?

©2008 Paul Isakson

Evolution of Brand BuildingOLDMessagesStaticSayingLook & FeelPosingSimplicityTouch pointsAudience

NEWConversationsDynamicDoingExperienceAuthenticityComplexityEngagementsCommunity

About Transactions

About Relationships

Influenced by the thinking of John Grant, as shown in The Brand Innovation Manifesto©2008 Paul Isakson

STOP CAMPAIGNING.

START COMMITTING.

©2008 Paul Isakson

CAMPAIGNING

©2008 Paul Isakson

CAMPAIGNING =CHANGING YOUR CORE BRAND MESSAGE TO FIT WHAT YOU THINK PEOPLE NEED OR WANT TO HEAR TODAY SO THAT THEY BUY YOUR PRODUCT OR SERVICE.

©2008 Paul Isakson

CAMPAIGNING = MARKETING FOR SHORT TERM GAINS

©2008 Paul Isakson

POLITICIANS CAMPAIGN

©2008 Paul Isakson

©2008 Paul Isakson

CAMPAIGNING LEADS TO A CONSTANTLY CHANGING STORY.

©2008 Paul Isakson

PEOPLE AREN’T SURE WHAT TO THINK OF YOU.

©2008 Paul Isakson

YOU DON’T REALLY HAVE A BRAND.

©2008 Paul Isakson

YOU HAVE A PRODUCT OR SERVICE WITH SOME POTENTIALLY INTERESTING MARKETING.

©2008 Paul Isakson

NO LOYALTY

©2008 Paul Isakson

STOP CAMPAIGNING

©2008 Paul Isakson

COMMITTING

©2008 Paul Isakson

COMMITTING =BUILDING YOUR BRAND ON CORE PRINCIPLES THAT NEVER CHANGE.

©2008 Paul Isakson

COMMITTING = MARKETING FOR LONG TERM GROWTH

©2008 Paul Isakson

MEAN JOE GREENE

HILLTOP(TEACH THE

WORLD TO SING)

BOTTLE(SHAPE)

POLARBEARS

HOLIDAYS

SECRETFORMULA

HAPPINESSFACTORY

GRANDTHEFTAUTO

REFRESHMENT

HAVE A COKE AND A SMILE

ROCKWELL

COCA-COLA MAKES YOU HAPPY

Brand Molecule: The Brand Innovation Manifesto by John Grant©2008 Paul Isakson

NIKE HELPS YOU BE VICTORIOUS

AIRJORDAN

LEBRON

BOKNOWS

NIKETOWN

NIKE+

THESWOOSH

NIKEPLAYGROUND

TIGERWOODS

THEHUMAN RACE

RUNNINGCLUBS

RONALDINHOVIDEO

REVOLUTIONTV SPOT

DON IMUSTHANK YOU

LETTER

JUST DO IT

Brand Molecule: The Brand Innovation Manifesto by John Grant©2008 Paul Isakson

COMMITTING =CREATING AN EVOLVING COLLECTION OF COHERENT BRAND IDEAS AND EXPERIENCES OVER TIME

©2008 Paul Isakson

COMMITMENTS CREATE BRAND LOYALISTS©2008 Paul Isakson

START COMMITTING

©2008 Paul Isakson

HOW DO WE START?

©2008 Paul Isakson

A FEW THOUGHTS

©2008 Paul Isakson

IF YOU DON’T DEFINE YOUR BRAND, SOMEONE ELSE WILL.

©2008 Paul Isakson

DEFINE WHO YOU ARE & WHAT YOU STAND FOR.

COMMIT TO IT.

©2008 Paul Isakson

WHAT GOES INTO THE CLOUD, STAYS IN THE CLOUD.

©2008 Paul Isakson

THE PRODUCT REALLY IS THE MARKETING.

MAKE BETTER PRODUCTS FIRST.

©2008 Paul Isakson

START LOOKING AT YOUR MARKETING AS A PROGRESSIVE STORY INSTEAD OF AS QUARTERLY CAMPAIGNS.

©2008 Paul Isakson

STOP PUTTING THE EXACT SAME STORY EVERYWHERE.PEOPLE LIKE STORIES WITH DEPTH AND COMPLEXITY.

©2008 Paul Isakson

FORGET ABOUT CONTROLLING THE MESSAGE.

©2008 Paul Isakson

FANS ARE GOING TO CREATE CONTENT FOR YOUR BRAND.

©2008 Paul Isakson

PLAN FOR CONTENT YOU DON’T CREATE

AIRJORDAN

BOKNOWS

NIKETOWN

NIKE+

THESWOOSH

NIKEPLAYGROUND

THEHUMAN RACE

RUNNINGCLUBS

RONALDINHOVIDEO

REVOLUTIONTV SPOT

DON IMUSTHANK YOU

LETTER

JUST DO IT

©2008 Paul Isakson

THE WAY AND SPEED WITH WHICH PEOPLE DISCOVER, PROCESS AND SHARE INFORMATION HAS CHANGED DRAMATICALLY.

©2008 Paul Isakson

CREATE ROOM FOR AGILITY, FLEXIBILITY & ITERATION.

©2008 Paul Isakson

MAKE A COMMITMENT TO CREATING BETTER BRANDS.

©2008 Paul Isakson

THANK YOU

©2008 Paul Isakson

To keep the conversation going …Paul IsaksonHead of Strategyspace150

Email / paul.isakson@gmail.comTwitter / @paulisaksonBlog / paulisakson.com/

CREDITS & SOURCES

Don't believe the Devil, don't beLIEve his bookCelesteFlickr

"Quality Education - Not Politics"hoberFlickr

I hate politicsjvumn Web SiteFlickr

Dueling BandwagonsEric KilbyFlickr

Brand Molecule ModelsJohn GrantThe Brand Innovation Manifesto

iPhonee-Learning content authoringGoogle Loves The iPhone

Photo 18 (Nike Tattoo)Justin HiltzFlickr

MAD MEN WallpaperAMCAMC.com

King CloudakakumoFlickr

Mac vs. PCAppleApple.com

INSPIRATION & INFLUENCES

John Grant, The Brand Innovation ManifestoAdrian Ho, Zeus JonesDion Hughes, Persuasion Arts & SciencesAki Spicer, FallonMarcus Fischer, space150Heidi Keel, space150