STRATEGY & BRANDING 
HOW TO CHERISH THE AMERICAN 
DREAM OF BRANDS 
InnoCampus 21st October 2014 
Martin Künzi, COO Enigma ...
7 LIES IN 
ADVICE
7 LIES 
IN ADVICE 
1. OUTPERFORM YOUR COMPETITORS 
2. SPEED UP 
3. CREATE A NEW MARKET 
4. CREATE A STRONG BRANDING 
5. DO...
OUTPERFORM 
YOUR 
COMPETITORS
BELIEVE IN 
YOUR ABILITIES
SPEED UP
CREATE 
UNIQUE 
EXPERIENCES
CREATE A 
NEW MARKET
ENTER A 
FLOURISHING 
MARKET AND 
ADAPT
CREATE A 
STRONG 
BRANDING
LINE UP YOUR 
BRANDING 
WITH YOUR 
BRAND
CASE STUDY: 
TRANSVERSAL BRANDING
SMART MARKETING 
KONFERENZ 2014 
≥ Website
SMART MARKETING 
KONFERENZ 2014 
≥ eNewsletter
SMART MARKETING 
KONFERENZ 2014 
≥ Poster 
≥ Inviatation card 
SMART MARKETING 
KONFERENZ 2014 
@wissensfabrik @piratetill...
SMART MARKETING 
KONFERENZ 2014 
≥ Google Display Ads
STRATEGY & BRANDING
DO GREAT 
BRAND 
STORYTELLING
LEARN HOW TO 
BE A STORY 
MAKER
INVENT 
SOMETHING
USE THE TOOLS 
IN AN INNO-VATIVE 
WAY
BE FIRST
GET 
RECOGNISED
1. OUTPERFORM YOUR COMPETITORS 
2. SPEED UP 
3. CREATE A NEW MARKET 
4. CREATE A STRONG BRANDING 
5. DO GREAT STORYTELLING...
HERE’S THE ONE THING BRAND 
NEEDS TO CHERISH THEIR 
AMERICAN DREAM …
MINDSET OF 
PASSION
STRATEGY & BRANDING 
Martin Künzi 
martin@enigmaprod.ch 
Olivier Perez Kennedy 
olivier@engimaprod.ch 
Pinocchio: Wikimedi...
How to cherish the American Dream of Brands
How to cherish the American Dream of Brands
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How to cherish the American Dream of Brands

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We are always given a lot of advice. However, sometimes it doesn't work. The presentation offers a different perspective on seven lies of advice. In this context it underlines the role of branding that is more than a logo and nice design.

Veröffentlicht in: Kleinunternehmen & Unternehmertum
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How to cherish the American Dream of Brands

  1. 1. STRATEGY & BRANDING HOW TO CHERISH THE AMERICAN DREAM OF BRANDS InnoCampus 21st October 2014 Martin Künzi, COO Enigma | Strategy & Branding
  2. 2. 7 LIES IN ADVICE
  3. 3. 7 LIES IN ADVICE 1. OUTPERFORM YOUR COMPETITORS 2. SPEED UP 3. CREATE A NEW MARKET 4. CREATE A STRONG BRANDING 5. DO GREAT STORYTELLING 6. INVENT SOMETHING 7. BE FIRST
  4. 4. OUTPERFORM YOUR COMPETITORS
  5. 5. BELIEVE IN YOUR ABILITIES
  6. 6. SPEED UP
  7. 7. CREATE UNIQUE EXPERIENCES
  8. 8. CREATE A NEW MARKET
  9. 9. ENTER A FLOURISHING MARKET AND ADAPT
  10. 10. CREATE A STRONG BRANDING
  11. 11. LINE UP YOUR BRANDING WITH YOUR BRAND
  12. 12. CASE STUDY: TRANSVERSAL BRANDING
  13. 13. SMART MARKETING KONFERENZ 2014 ≥ Website
  14. 14. SMART MARKETING KONFERENZ 2014 ≥ eNewsletter
  15. 15. SMART MARKETING KONFERENZ 2014 ≥ Poster ≥ Inviatation card SMART MARKETING KONFERENZ 2014 @wissensfabrik @piratetill @olivierschwarz 11. November 18:30 Auditorium der HWZ Zürich — 19. November 18:30 Aula der PHW Bern — enigmaprod.ch/ smartmarketing STRATEGY & BRANDING Dr. Joël Luc Cachelin «On- oder Offliner» @wissensfabrik Wissensfabrik Olivier Schwarz «Der Mehrwert eines Blogger Events für Victorinox» @olivierschwarz Victorinox Martin Künzi «Der Amerikanische Traum einer Marke» @piratetill Enigma Twitter Feeds der Referenten. Wie smart sind Sie? enigmaprod.ch/smart Dialog Kontext STRATEGY & BRANDING @wissensfabrik @piratetill @olivierschwarz
  16. 16. SMART MARKETING KONFERENZ 2014 ≥ Google Display Ads
  17. 17. STRATEGY & BRANDING
  18. 18. DO GREAT BRAND STORYTELLING
  19. 19. LEARN HOW TO BE A STORY MAKER
  20. 20. INVENT SOMETHING
  21. 21. USE THE TOOLS IN AN INNO-VATIVE WAY
  22. 22. BE FIRST
  23. 23. GET RECOGNISED
  24. 24. 1. OUTPERFORM YOUR COMPETITORS 2. SPEED UP 3. CREATE A NEW MARKET 4. CREATE A STRONG BRANDING 5. DO GREAT STORYTELLING 6. INVENT SOMETHING 7. BE FIRST 1. BELIEVE IN YOUR ABILITIES 2. CREATE UNIQUE EXPERIENCES 3. ENTER A FLOURISHING MARKET AND ADAPT 4. LINE UP YOUR BRANDING WITH YOUR BRAND 5. BE A STORY MAKER 6. USE TOOLS IN AN INNOVATIVE WAY 7. GET RECOGNISED 7 LIES IN ADVICE
  25. 25. HERE’S THE ONE THING BRAND NEEDS TO CHERISH THEIR AMERICAN DREAM …
  26. 26. MINDSET OF PASSION
  27. 27. STRATEGY & BRANDING Martin Künzi martin@enigmaprod.ch Olivier Perez Kennedy olivier@engimaprod.ch Pinocchio: Wikimedia Model: Amazon Eurostar: Wickedgoodtraveltips Takasa: Salvation Army Departure hall: Wikimedia Mozia Bridges: Butlerway Steve Jobs: Lionspire

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