nothern voice 09 - around you a brand? do you want to be?
DESCRIPTION
"Brand" is a nebulous term, what do they mean in today's world and what lessons good and bad can the blogger learn. And what should the uber brand learn from blogs.TRANSCRIPT
Are you a brand?Do you want to be?
Northern Voice 2009 Brett T. T. Macfarlane
Seriously though, who is this jackass?
4
:30 History of Branding
Back in daySome guy Brands a Cow
The 60’sCPG products now brands
The 70’sFootprints of commercial globalization
The 80’sBrand pervasiveness
The 90’sBrand rejection
The 00’sBrand indifference
http://cache.daylife.com/imageserve/07wz2AZ6JTdih/340x.jpg
Brands Behaving Badly
16
- / Don’t know their audience
- / Lack conviction
- / See brand as logo
- / Don’t care about you, the human being
- / It’s hard not to suck
Do you even want to consider yourself a brand?
You are one, whether you like it or not.
BRAND ≠ IDENTITY
23
A brand is not a “thing”
It is a bundle of meaningIt is whatever is in people’s heads
Good and bad. Right and wrong
25
victory jordan olympics sweat shop sport just do it exploitation labour slave freedom tiger woods consumerism bo jackson oregon haywood field yellow prefontain lance armstrong sweat losing $30
logo running athlete athletes bad cool comfortable crap
PrinciplesofBranding
27
Define your audience
28
Text
Who are you for?
29
Stand for something
30
“If you stand for something, you will always find some people for you and some against you. If you stand for nothing, you will f ind nobody against, and nobody for you”
31
What makes you you?
32
Point of difference
33
Prove it
34
Field of competence
35
Tone of voice
36
Personality
37
Good blogsGood brands
38
40
41
42
43
- / Know your audience
- / Stand for something
- / Authentic
- / Speak and converse with you like a human being
- / Try, desperately, not to suck
45
Thank You
Brett T. T. MacfarlaneAccount DirectorDDB Canada
[email protected]/macfarbt