12.15 simon middleton presentation miblive · commerce brand culture. brand 03. brand dci john...
TRANSCRIPT
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BRANDING The truth
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BRAND = MEANING EXISTENTIAL HUMAN NEED
Because of our human need for pattern and stories and meaning
COMMERCE BRAND CULTURE
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BRAND
03
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BRAND
DCI John Luther 03DI Tom Mathias DI Jimmy Perez Kurt Wallander DCI John Barnaby
DS Steve Arnott DI Stephen Grover
Seven different British TV detectives. From different authors.
From different TV production companies. With different stories. In different settings.
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They all drive the same brand of car. Volvo.
BRAND = MEANING
BRAND
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FUNCTIONAL BRANDS HAVE A SMALL SET OF MEANINGS
BRAND
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HIUT DENIM “Give 400 people their jobs back”
The HIUT story https://vimeo.com/262416913
BRAND
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WHAT IS BRAND? The complex totality of everything that people:
About a product or company
THINK FEEL HEAR SAY IMAGINE FEAR HOPE
BRAND
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BRAND AS MEANING
BRAND
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BRAND STRENGTH
STRONG
WEAK
POSITIVENEGATIVE
AVOID BEST
START HERERECOVER FROM HERE
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HOW AREBRANDS MADE? By stories – which create meaning We tell stories to make sense of the world and our lives
BUT… strategic brand marketing is needed too!
BRAND
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BRAND
Brand stories must be as existential as the human need itself Great brands therefore, must be…
AUTHENTIC COMPELLING DISTINCTIVE EXCELLENT
CONTRIBUTIVEand from now…
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CREATING A NEW BRAND STORY Blackshore is a great idea, but…
BRAND
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DIDN’T COME TO LIFE UNTIL… We committed to a place, to a community, to a mission beyond…
BRAND
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BRAND ISN’T ABOUT WHAT YOU SAY It’s about what you DOwhat you ARE what you CONTRIBUTE
BRAND