Building A Brandcreating provocative brands that people care about.

Your Brand’s Genetic Codeevery great brand has substance. a brand’s DNA is timeless. a

brand’s blue print is a unique set of values that originally defined them. Great brands can remain relevant through creativity.

Who Are You?all great brands have human attributes. a brand is the sum of the good, the bad, and the ugly.

your brand’s DNA is not strictly about the product, service, the past or even about research -- its about tapping in to an essence or story that

defines who you are to the people that matter most, your core customers.

What Do You Stand For?

take a stand and be clear. decide early and stay true to that mission.

Your Brand’s MANTRAman⋅tra –noun Hinduism. a word or formula, as from the Veda, chanted or sung as an

incantation or prayer. In the Indian religions, a mantra is a sound, syllable, word, or group of words that are considered capable of "creating transformation”

in branding, a mantra is capturing the irrefutable essence of spirit of a brand’s positioning. a brand mantra is not

slogan, tag-line or even a campaign idea. It is the touchstones expressed in marketing short-hand.

What Does Your Brand Look Like?

a part of your DNA contains what you look like to others. what are your core physical attributes? through design you can have visual

meaning.

logo +

product design+

function

color X

meaning+

context

typography +

Hierarchyx

metaphor

Is your brand useful?all people have a mission. how will your brand appeal to a persons

mission?your uses must appeal to both the emotional and practical sides of a

consumers essential needs.

Mantra: Healthy Living

Consumer Use:Emotional: Improves self-esteem

Practical: Weight loss

Mantra: Authentic Athletic Performance

Consumer Use:Emotional: Advance my athletic prowessPractical: Improve athletic performance

Mantra: Quality Home Entertainment

Consumer Use:Emotional: Rewards me with social intelligence

Practical: Provides provocative entertainment

What Are You Good At?you cannot be great at everything. what do you promise and how do you

deliver it? be great at one thing then expand from there. from your mobile applications to the design of your website, to how you speak to the public in

your advertising, you must be true to your core purpose.

Michael Jordan + Basketball Michael Jordan + Basketball + Nike

Own Your Emotion

don’t tell me how to feel.

just make me feel something!

when you transcend a product or service a relationship can be built with your customers.

Human EmotionsScience: Abraham Maslow’s Hierarchy of Needs

EMOTIONAL PATH THROUGH PURCHASE

emotionally driven brands need to be visionary, integrated, visceral and reflective of a true commitment to the personal values of its core consumers. value is not built through price

alone.

Cultural Relevance Meaning Emotional

Connection Loyalty> > =

“I need a high-heel”

“Jimmy Choo is a hip & fashionable brand”

“I will feel sexy”

“Jimmy Choo can also guess my other needs”

NEEDS DESIRE

I need it I Want It I Will Take It I Will Take More

Emotive Brandsno company can create a new emotion - but many combine emotions.

What’s Your Story?everyone & everything has one. there are only 12 to speak of.

if you buy in to Carl Gustav Jung's theories there are 12 core "archetypes". They are universal, mythic characters reside within the collective unconscious of people the

world over. Archetypal images represent fundamental human desires and evoke deep emotions. The 12 archetypes symbolizes a basic human need, aspiration or

motivation.

InnocentRegular Guy / Girl Explorer Sage Hero Outlaw

Magician Lover Jester Caregiver Creator Ruler

Brand Stewardshipgreat brands have great leadership at the top and in the trenches. it’s everyone’s job. marketers are the yin(the left brain). a good agency is the yang (the right brain). the left and right brain thinking within a company will

profoundly influence what kind of brand it builds.

Who Are Your “Friends”?

friends, associations and partnerships help define who your are to others. Your connections are your path to a larger audience.

BRANDS WHO ARE FRIENDS

http://www.youtube.com/watch?v=y6voJVF04lE

Building Brand Advocates

people who buy your products and their stories, conversations, recommendations and perceptions are the most powerful branding tools.

remember we are product marketers. consumers are the real brand managers.

Brand Launch & Distribution the new creative agency must be image builders with technical prowess to publish at a moments notice, with influential connections to the outside world. it must also be able

to measure response, listen to comments and evolve as the audience evolves.

TV + Internet

Mobile + Retail Direct Mail

+Internet

P.R.=product

placement

joanna pena-bickleycreative director

http://joannapenabickley.typepad.comfollow me: http://twitter.com/jojobickley

NEW YORK, NEW YORK

Thank You!

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