Building A Brand

creating provocative brands that people care about.

Your Brands Genetic Code
every great brand has substance. a brands DNA is timeless. a
brands blue print is a unique set of values that originally defined
them. Great brands can remain relevant through creativity.
Who Are You?
all great brands have human attributes. a brand is
the sum of the good, the bad, and the ugly.

your brands DNA is not strictly about the product, service, the past or even
about research -- its about tapping in to an essence or story that defines
who you are to the people that matter most, your core customers.
What Do You Stand For?
take a stand and be clear. decide early and stay true to that mission.
Your Brands MANTRA
mantra noun Hinduism. a word or formula, as from the Veda, chanted or sung as an incantation
or prayer. In the Indian religions, a mantra is a sound, syllable, word, or group of words that are
considered capable of "creating transformation

in branding, a mantra is capturing the irrefutable essence of
spirit of a brands positioning. a brand mantra is not slogan,
tag-line or even a campaign idea. It is the touchstones
expressed in marketing short-hand.
What Does Your Brand Look Like?
a part of your DNA contains what you look like to others. what are your
core physical attributes? through design you can have visual meaning.
logo
+
product design
+
function
color
X
meaning
+
context
typography
+
Hierarchy
x
metaphor
Is your brand useful?
all people have a mission. how will your brand appeal to a persons mission?
your uses must appeal to both the emotional and practical sides of a
consumers essential needs.
Mantra: Healthy Living

Consumer Use:
Emotional: Improves self-esteem
Practical: Weight loss
Mantra: Authentic Athletic Performance

Consumer Use:
Emotional: Advance my athletic prowess
Practical: Improve athletic performance
Mantra: Quality Home Entertainment

Consumer Use:
Emotional: Rewards me with social intelligence
Practical: Provides provocative entertainment
What Are You Good At?
you cannot be great at everything. what do you promise and how do you deliver
it? be great at one thing then expand from there. from your mobile applications
to the design of your website, to how you speak to the public in your advertising,
you must be true to your core purpose.
Michael Jordan + Basketball Michael Jordan + Basketball + Nike
Own Your Emotion
dont tell me
how to feel.

just make me feel
something!
when you transcend a product or service a relationship
can be built with your customers.
Human Emotions
Science: Abraham Maslows Hierarchy of Needs
EMOTIONAL PATH THROUGH
PURCHASE
emotionally driven brands need to be visionary, integrated, visceral and reflective of a true
commitment to the personal values of its core consumers. value is not built through price alone.
Cultural
Relevance
Meaning
Emotional
Connection
Loyalty
>
>
=
I need a high-heel
Jimmy Choo is a hip &
fashionable brand
I will feel sexy
Jimmy Choo can also
guess my other needs
NEEDS DESIRE
I need it I Want It I Will Take It I Will Take More
Emotive Brands
no company can create a new emotion - but many combine emotions.
Whats Your Story?
everyone & everything has one. there are only 12 to speak of.
if you buy in to Carl Gustav Jung's theories there are 12 core "archetypes". They are
universal, mythic characters reside within the collective unconscious of people the world
over. Archetypal images represent fundamental human desires and evoke deep
emotions. The 12 archetypes symbolizes a basic human need, aspiration or motivation.
Innocent
Regular
Guy / Girl
Explorer
Sage
Hero
Outlaw
Magician
Lover
Jester
Caregiver
Creator
Ruler
Brand Stewardship
great brands have great leadership at the top and in the
trenches. its everyones job. marketers are the yin(the left
brain). a good agency is the yang (the right brain). the left
and right brain thinking within a company will profoundly
influence what kind of brand it builds.
Who Are Your Friends?
friends, associations and partnerships help define who your are to
others. Your connections are your path to a larger audience.
BRANDS WHO ARE FRIENDS
http://www.youtube.com/watch?v=y6voJVF04lE
Building Brand Advocates
people who buy your products and their stories, conversations, recommendations
and perceptions are the most powerful branding tools. remember we are product
marketers. consumers are the real brand managers.
Brand Launch & Distribution
the new creative agency must be image builders with technical prowess to publish at a
moments notice, with influential connections to the outside world. it must also be able to
measure response, listen to comments and evolve as the audience evolves.
TV +
Internet
Mobile
+ Retail
Direct Mail
+
Internet
P.R.=
product
placement
joanna pena-bickley
creative director
http://joannapenabickley.typepad.com
follow me: http://twitter.com/jojobickley
NEW YORK, NEW YORK
Thank You!
~