whose brand is it
TRANSCRIPT
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t h e s h r i n k c o o p e r a t i v e
whose brand is it? *
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t h e s h r i n k c o o p e r a t i v e
first, let’s amuse ourselves
with some grand statementson what brand does notmean.
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t h e s h r i n k c o o p e r a t i v e
brand is not product.it can’t be.*
8/14/2019 Whose Brand is It
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t h e s h r i n k c o o p e r a t i v e
*brand is what the consumer
carries with them when theproduct is not around.
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t h e s h r i n k c o o p e r a t i v e
brand is not advertising.it can’t be.*
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t h e s h r i n k c o o p e r a t i v e
*brand is subjective. it is what
the consumer says it is, notwhat we say it is.
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t h e s h r i n k c o o p e r a t i v e
brand is not how we are
perceived today.it can’t be.*
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t h e s h r i n k c o o p e r a t i v e
*brand is the expectations
that are set for tomorrow.
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t h e s h r i n k c o o p e r a t i v e
brand is not a noun.it can’t be.*
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t h e s h r i n k c o o p e r a t i v e
*brands are verbs.
they are ways of accomplishing goals.
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t h e s h r i n k c o o p e r a t i v e
brand is not what we say aboutour product.
it can’t be.*
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t h e s h r i n k c o o p e r a t i v e
*brand is the attraction thatcomes from good behavior.
consumers do not haverelationships with products.
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t h e s h r i n k c o o p e r a t i v e
now.how does this understanding of brand help?
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t h e s h r i n k c o o p e r a t i v e
by placing brand creation inthe hands of our consumer, it
challenges us to experiencethe world as they do.
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t h e s h r i n k c o o p e r a t i v e
the empathy that arises fromintimate understanding of brand illuminates opportunity.
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t h e s h r i n k c o o p e r a t i v e
by separating brand fromproduct, we are free to imaginenew forms of growth.
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t h e s h r i n k c o o p e r a t i v e
relationships are built not inthe attributes of any product,but in the experience it offers.
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t h e s h r i n k c o o p e r a t i v e
consumers create brands,
not marketers.
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t h e s h r i n k c o o p e r a t i v e
*brand is theproperty of those
who love what it isthat you do well.
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brand success is dened by relevance and
accomplishment; both determined by the
capacity of an organization to incorporate
listening skills into their process.t h e s h r i n k c o o p e r a t i v e
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successful brands will become
anthropologists.
successful brands willbecome problem-solvers.
successful brands will incorporate
culture into their relationship.t h e s h r i n k c o o p e r a t i v e
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the opportunity isshrinking
t h e s h r i n k c o o p e r a t i v e
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shrinking is the elegant organization
of resources around those who
love what it is that you do well.t h e s h r i n k c o o p e r a t i v e
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the shrink cooperative
helping brands imaginevalue differently
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we are a loosely organized cooperati ve of experienced researchers, planners and strategistswhose goal i t is to help brands learn.
we deliver creative research and strateg yservices that honor the responsibili ty brands
have to help make th ings be tter.
t h e s h r i n k c o o p e r a t i v e
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t h e s h r i n k c o o p e r a t i v e