steal this brand. what is a brand? what is a brand? something applied to an average thing to make it...
TRANSCRIPT
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STEALTHISBRAND
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WHAT IS ABRAND?
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WHAT IS ABRAND?
Something applied to an average thing to make it seem more special
A logo, tagline, mission statement, etc.
An ‘aspirational’ stake in the ground and thetools and rules that enbable
average people to do genius-level work
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WHAT DOESBRANDING & MARKETING
COST?
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FREE!
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We’re going to use social media.
We’re going to make a viral
video.
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Relying on VIRAL VIDEOS to
promote your brand is like
using the LOTTERY to pay
your bills
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Social media is not PAID MEDIA,
it is EARNED MEDIA
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KICKSTARTERTED TALK
VIRAL VIDEONEWS STORIESSOCIAL MEDIA
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What Can Marketers Exploit?1. Best Price, Special Deals and Risk-Free
Purchase2. Exotic, Taboo and the (Seemingly) Dangerous3. Expert Study or Endorsement4. Celebrity Status5. A Political or Social Cause or Controversy6. Our “Maslowsian” Needs
a. Physiological – multiple brands and store brands, no risk – money-back guarantees, fair and clear pricing, sales and special offers, suggested sales …
b. Safety, love/belonging and esteem – through adoptable brand stories that signal our tribal identity and establish or reinforce our social status
c. Self-actualization, transcendence and forgiveness
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Branding Plan1. Name (with a good url)2. Logo and graphic standards3. Tagline and catch phrases4. Social mission
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Platform Plan1. Website and lead capture2. Email and digital marketing3. Sharing and Sampling – applications, high-
value content, events, trial product/free product
4. Stakeholder development – social media, donation opportunities
5. Sponsorships –think of paid media as a form of sponsorship
6. Analytics
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Marketing Process Plan1. Set a budget2. Establish a process3. Put it on a schedule4. Stick to the schedule
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