Marketing vs branding Bell + Ivy
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Cynthia Johnson, Co-founder at Bell + Ivy, presented at PicMonkey's #BYOBoss event in Los Angeles. She discussed brand archetypes and the difference between brand and marketing.
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Marketing vs branding Bell + Ivy
- 2. Major Topics Outline of Discussion What is a Brand's Purpose What is Marketings Purpose? Brand Archetypes Framework Branding vs Marketing Brand Dictates Marketing Not the Other Way Contact
- 3. The Purpose of Branding To be recognized and understood. To easily stand out.
- 4. The Purpose of Marketing To sell and to promote.
- 5. This is Branding To be recognized and understood. To easily stand out.
- 6. This is Branding To be recognized and understood. To easily stand out.
- 8. Brand Archetypes Archetypes are the heartbeat of a brand because they convey a meaning that makes customers relate to a product as if it actually were alive in some way, they have a relationship with it and care about it.
- 9. Finding a Brand Archetype If our brand were a person, what kind of person would they be? How would they act? Speak? Move? What character traits would people use to describe them? If our brand were a person, what would their relationship to our most important stakeholders be? A friend? A mentor or coach? A colleague? A boss? A peer? An ally? How does our brand want to make our most important stakeholders feel? What are the archetypes of our major competitors or closest peers? (If it’s impossible to guess, they might have brand personality inconsistency). If money and reality were no object, and you could hire anyone in the world, alive or dead, fictional or real, to be your organization’s spokesperson, who would it be? Why them? What about them makes them a good representative of your organization?
- 10. The Magician In the Family Magician Alchemist Scientist Engineer Innovator
- 11. Framework You Need to Kn0w Brand Category Key Services or Products Similar Brands Key Stake Holders
- 12. Framework You Need to Kn0w Brand Category Key Services or Products Similar Brands Key Stake Holders And... Purpose Vision Mission Core Values
- 13. Framework You Need to Kn0w Brand Category Key Services or Products Similar Brands Key Stake Holders And... Purpose Vision Mission Core Values And... Brand Personality Culture Competitive Advantage Audience
- 14. Marketing is NOT Branding
- 15. Branding is NOT Marketing
- 16. For Whom? Marketing For Business Branding For Customers
- 19. What does it do? Marketing Cultivates Customers Branding Builds Customer Loyalty
- 20. What does it do? Marketing Cultivates Customers
- 21. What does it do? Branding Builds Customer Loyalty
- 25. Influences Marketing Immediate decision making Branding Influences buying decisions through the impact left on consumer's minds
- 27. Influences Branding Influences buying decisions through the impact left on consumer's minds
- 31. Brand Dictates Marketing Not the Other Way Around
- 32. Keep In Touch! Cynthia Johnson @CynthiaLive Bellivy.com