earth™ living in a branded world. the truth & consequence play-doh pen & piece of paper
TRANSCRIPT
Earth™
Living in a Branded World
• The truth & consequence
• Play-Doh
• Pen & piece of paper
6:50
6:55
7:00
7:10
7:15
7:20
7:35
“Neil”• Gender• Region• Income-level• Language (s)• Pet• Fashion-oriented • Sports fan / competitive• Tech-savvy / likes new
gadgets• Sociability
Insights
1. Brands tell a lot about a person.
2. Brands are ubiquitous.
3. Brands are from all over the place.
Earth™
Living in a Branded World
What am I doing here?
1. The first 3 sessions were so jam-packed with action that I can’t stay away from Mini-Biz.
2. I am really here for next week’s lecture but wanted to get my seat early.
3. I thought I was supposed to vote here.
Lock in your answer...
1. The first 3 sessions were so jam-packed with action that I can’t stay away from Mini-Biz.
2. I am really here for next week’s lecture but wanted to get my seat early.
3. I thought I was supposed to vote here.
1. Batman symbol
2. An ink blot
3. 80s moustache
What is this?
Lock in your vote
Bat
man
sym
bol
An in
k bl
ot
80s
Mous
tach
e
0% 0%0%
1. Batman symbol
2. An ink blot
3. 80s Moustache
r
Brands. What are we talking about?
So, what is a brand?
“…name, term, or symbol designed to identify and differentiate the goods & services of a seller from all other sellers” (American Marketing Association)
Fries
Golden Arches
Ronald
Red
Kids
Greasy
Caring
Big Mac
Hamburger Clean
Fast food
So, there’s more to a brand.
“The awareness and the associations in the consumer’s mind.” (Keller)
1 2
3 4
Please make your selection...
Uncl
e Ji
m
Mic
hael P
helps
Post
erboy
Sw
imm
er g
irl
Som
ethin
g els
e
0% 0% 0%0%0%
1. Uncle Jim
2. Michael Phelps
3. Posterboy
4. Swimmer girl
5. Something else
Cool insight
“A brand resides in the consumer’s mind.”(Keller)
Cool insight
“… associations give meaning to the brand. ”
Cool insight
“What we think & feel about a brand will be a key determinant whether or not we purchase it.”
Living in a Branded World
1. Brands tell a lot about a person.
2. Brands are ubiquitous.
3. Brands are from all over the place.
Ultra
Pine
“pick up detergent”
1 2 3
Please make your selection...
Tid
e G
TC
Ultr
a Pin
e
0% 0%0%
1. Tide
2. GTC
3. Ultra Pine
Saves Search TimeSaves Search Time
Signal of Quality / Reduces Risk
Symbols / Community
Comfort
Comfort
Identifies source / Responsiblity
1-800-567-5723Kraft Canada Inc.
Don Mills, Ontario M3C 3J5Kraftcanada.com
“KD was my favorite brand as a kid.”
Mar
c G
arnea
u
Will
iam
Sha
tner
KD L
ang
0% 0%0%
1. Marc Garneau
2. William Shatner
3. KD Lang
“KD was my favorite brand as a kid.”
Mar
c G
arnea
u
Will
iam
Sha
tner
KD L
ang
0% 0%0%
1. Marc Garneau
2. William Shatner
3. KD Lang
Nostalgia
Consumer Benefits
• Saves time
• Reduces risk
• Signal of quality
• Be part of a community
• Responsibility
• Comfort
• Nostalgia
Source: The Brand Gap, Neumeier
#2 Brands are ubiquitous because they add value to consumers & companies
#3 Brands are from all over the world.
Favorite high-end fashion brands
Why is Italy so highly regarded for fashion?
ABC’s of world expertise
• American movies• Brazilian bathing suits / British tea• Cuban cigars / Colombian coffee• Danish pastries• Egyptian cotton• French wines• German engineering / Greek olives• Hawaiian sun tan lotion• Irish liquors / Italian design• Japanese technology / Jamaican rum
Living in a Branded World
1. Brands tell a lot about a person.
2. Brands are ubiquitous.
3. Brands are from all over the place.
So I asked Dean Todd…
Earth™
Living in a Branded World
#1 Brands tell a lot about us
http://www.metacafe.com/watch/1345252/apple_mac_2006_therapist_funny_ads /http://www.metacafe.com/watch/yt-oXcimfzLLoY/apple_get_a_mac_ad_podium/http://www.youtube.com/watch?v=oXcimfzLLoY