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The Dictionary of Brand: Sponsored by Google. Written by Marty Neumeier. Designed by Liquid. Before Google came on the scene, advertising was little more than one-way communication—companies talking “at” their customers instead of “with” their customers. But thanks to web communications, customers can now “talk back” to companies, turning brand-building into job one for all competitive businesses. Google recently established BrandLab, an innovative workshop-based program and collaborative center dedicated to helping brands get the most out of the web through education, inspiration, and hands-on practice. One of BrandLab’s first acts was to publish The Dictionary of Brand. Google asked Liquid to write and design this groundbreaking book—no easy task in a world where definitions are evolving daily. Sponsored by Google. Designed in Silicon Valley by Liquid. Liquid’s Director of Transformation, Marty Neumeier, has written several definitive books on brand strategy, including The Brand Gap, Zag, and The Designful Company. Now he’s written an exciting reference that is destined to join these titles on every brand-builder’s desk: The Dictionary of Brand. The new book—commissioned by Google—is a “relational” glossary containing 500 interconnected terms in brand strategy, advertising, design, innovation, and management. As part of their curriculum to help companies build their brands and connect with global customers, Google BrandLab provides copies of The Dictionary of Brand to every agency and client it collaborates with—a roster that includes companies such as Capital One, Coca-Cola, and Toyota. Why a dictionary? Brands are increasingly built by specialists, and specialists can only succeed through collaboration, which depends on a common language. The Dictionary of Brand is the first step in creating a “linguistic foundation”—a set of terms that allow specialists from different disciplines to work together in a larger community of practice. Although many of the terms are widely used by brand specialists, some haven’t yet appeared in other dictionaries. There are no copyright restrictions on republishing any these definitions word for word; all that’s needed is a credit line. Want a copy, here you go! As Marty Neumeier says, “Brand is the most powerful business tool since the spreadsheet.” Since we are in the business of helping companies build brand values, we are making The Brand Dictionary—otherwise available only to BrandLab participants—available free online as a SlideShare document. Download your copy of The Brand Dictionary and begin redefining the ways we speak and think about brand experience.
The Dictionary of Brand by Marty Neumeier
The Dictionary of Brand by Marty Neumeier
Liquid Agency
Whilst brand storytelling is certainly alive and well, and increasingly being used by brands as a marketing activity, a Google search quickly reveals how many different definitions there are on the subject. We therefore commissioned this in-depth research to gain a better understanding of what brand storytelling means from a consumer's perspective.
The power of brand storytelling [research]
The power of brand storytelling [research]
Headstream
This is an entry level slide show to explain: Brand Architecture, the topology of logos, brand naming and tag lines.
Brand Architecture, Logo topology, Naming and Tag Lines
Brand Architecture, Logo topology, Naming and Tag Lines
Rob Pearce Packaging and Brand Design
This is a presentation that I gave to a USF Masters of Business Administration class on Brand Planning for Clients. My hope was to share some thoughts with the future generation of clients on planning, positioning, relevance and new product development.
Brand Planning for Clients
Brand Planning for Clients
Griffin Farley
There has been much debate about the power, effectiveness and longevity of influencers. As social media platforms change, the realms of how influencers work with brands change - and the surrounding regulation evolves to keep up. Companies must understand how to harness influencer needs, and how to genuinely matter to people
What's Next: Authenticity - The Struggle is Real
What's Next: Authenticity - The Struggle is Real
Ogilvy Consulting
This is the presentation that I gave to the Young Planners at Cannes 2014. The data herein is taken from survey distributed through @cheiluk, @yellif and @cr
Inspiring Creativity
Inspiring Creativity
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Les Binet & Peter Field
Media in Focus
Media in Focus
Merter Balcı
This is week five and we introduce the first of the two parts of brand strategy development. Visit www.mootee.typepad.com for notes and discussions
Brand Masterclass Week Five - Developing Brand Strategy (l)
Brand Masterclass Week Five - Developing Brand Strategy (l)
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The Dictionary of Brand: Sponsored by Google. Written by Marty Neumeier. Designed by Liquid. Before Google came on the scene, advertising was little more than one-way communication—companies talking “at” their customers instead of “with” their customers. But thanks to web communications, customers can now “talk back” to companies, turning brand-building into job one for all competitive businesses. Google recently established BrandLab, an innovative workshop-based program and collaborative center dedicated to helping brands get the most out of the web through education, inspiration, and hands-on practice. One of BrandLab’s first acts was to publish The Dictionary of Brand. Google asked Liquid to write and design this groundbreaking book—no easy task in a world where definitions are evolving daily. Sponsored by Google. Designed in Silicon Valley by Liquid. Liquid’s Director of Transformation, Marty Neumeier, has written several definitive books on brand strategy, including The Brand Gap, Zag, and The Designful Company. Now he’s written an exciting reference that is destined to join these titles on every brand-builder’s desk: The Dictionary of Brand. The new book—commissioned by Google—is a “relational” glossary containing 500 interconnected terms in brand strategy, advertising, design, innovation, and management. As part of their curriculum to help companies build their brands and connect with global customers, Google BrandLab provides copies of The Dictionary of Brand to every agency and client it collaborates with—a roster that includes companies such as Capital One, Coca-Cola, and Toyota. Why a dictionary? Brands are increasingly built by specialists, and specialists can only succeed through collaboration, which depends on a common language. The Dictionary of Brand is the first step in creating a “linguistic foundation”—a set of terms that allow specialists from different disciplines to work together in a larger community of practice. Although many of the terms are widely used by brand specialists, some haven’t yet appeared in other dictionaries. There are no copyright restrictions on republishing any these definitions word for word; all that’s needed is a credit line. Want a copy, here you go! As Marty Neumeier says, “Brand is the most powerful business tool since the spreadsheet.” Since we are in the business of helping companies build brand values, we are making The Brand Dictionary—otherwise available only to BrandLab participants—available free online as a SlideShare document. Download your copy of The Brand Dictionary and begin redefining the ways we speak and think about brand experience.
The Dictionary of Brand by Marty Neumeier
The Dictionary of Brand by Marty Neumeier
Liquid Agency
Whilst brand storytelling is certainly alive and well, and increasingly being used by brands as a marketing activity, a Google search quickly reveals how many different definitions there are on the subject. We therefore commissioned this in-depth research to gain a better understanding of what brand storytelling means from a consumer's perspective.
The power of brand storytelling [research]
The power of brand storytelling [research]
Headstream
This is an entry level slide show to explain: Brand Architecture, the topology of logos, brand naming and tag lines.
Brand Architecture, Logo topology, Naming and Tag Lines
Brand Architecture, Logo topology, Naming and Tag Lines
Rob Pearce Packaging and Brand Design
This is a presentation that I gave to a USF Masters of Business Administration class on Brand Planning for Clients. My hope was to share some thoughts with the future generation of clients on planning, positioning, relevance and new product development.
Brand Planning for Clients
Brand Planning for Clients
Griffin Farley
There has been much debate about the power, effectiveness and longevity of influencers. As social media platforms change, the realms of how influencers work with brands change - and the surrounding regulation evolves to keep up. Companies must understand how to harness influencer needs, and how to genuinely matter to people
What's Next: Authenticity - The Struggle is Real
What's Next: Authenticity - The Struggle is Real
Ogilvy Consulting
This is the presentation that I gave to the Young Planners at Cannes 2014. The data herein is taken from survey distributed through @cheiluk, @yellif and @cr
Inspiring Creativity
Inspiring Creativity
Daniele Fiandaca
Les Binet & Peter Field
Media in Focus
Media in Focus
Merter Balcı
This is week five and we introduce the first of the two parts of brand strategy development. Visit www.mootee.typepad.com for notes and discussions
Brand Masterclass Week Five - Developing Brand Strategy (l)
Brand Masterclass Week Five - Developing Brand Strategy (l)
Idris Mootee
Consumers insights
Consumers insights
Mitya Voskresensky
Làm Marketing cho Gen Z: Thương hiệu là những gì bạn chia sẻ chứ không phải những gì bạn bán.
Ogilvy_For Gen Z Brand Is What You Share MarketingTrips.com.pdf
Ogilvy_For Gen Z Brand Is What You Share MarketingTrips.com.pdf
MarketingTrips
~ The Creativity Behind The Creativity ~ by Henrik Habberstad
The Anatomy of Account Planning
The Anatomy of Account Planning
blaiq
To date, iconic brands have been built more on intuitions of ad agency creativities than by purposeful strategies. This presentation, inspired on the book How Brands Become Icons by Daniel Holt, extracts the common principles behind these intuitions to build a new cultural branding model that dramatically revises core marketing principles including segmentation, targeting, positioning, brand equity, brand loyalty, cobranding, and communications.
how brands become icons (intro)
how brands become icons (intro)
Endrigo Ramos
In a time when consumers have been confined to their homes and social contact has been limited, influence has been pulling to the forefront of our increasingly virtual reality. But now that we are beginning the slow transition out of lockdown, how should brands be preparing to future-proof their influence for a post-COVID-19 world?
Influencing our New Reality
Influencing our New Reality
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The heinously late, slightly curtailed survey results from the marketing strategy community.
The 2015/2016 Strategist Survey Report
The 2015/2016 Strategist Survey Report
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Ever wondered how a mission statement relates to a tagline, whom a purpose statement matters to, or what a trueline is?
Steal This Idea: Brand Messaging
Steal This Idea: Brand Messaging
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After being in advertising for 4 years, I needed some new guidance and inspiration as a strategist. And that is exactly what I found: I spent the summer of 2013 with 17 other (soon to be) planners from all over the world attending the Account Planning Bootcamp at Miami Ad School New York. Thanks to the 38 industry heroes and instructors that shared their knowledge and coached us in those 3 months, I learned more than I ever could imagine about planning. 'A Planner's Playbook' is my attempt to summarize all that wisdom in 30 short nuggets (or plays, to stick with the metaphor of a playbook) and share it with you. I left out all the difficult frameworks and models and kept in simple by just stating, in my opinion (and in that of my instructors), what a planner should be and do. Enjoy reading.
A Planner's Playbook - Everything I learned about planning at Miami Ad School...
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This is a fantastic presentation from Marty Neumeier from his book Zag. If you are short of time skip to slides 63 - 68 to see the evolution from marketing to branding. Love it.
Zag brand strategy
Zag brand strategy
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This is the second session (Sep 8) of our Free Open Advanced Branding Masterclass at www.mootee.typepad.com. Pls rememebr no books are needed. We will forward additional reading material for all registered participants.
Brand Masterclass Week Two
Brand Masterclass Week Two
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Brand Strategy
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Brand Masterclass Week Six
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A New Brand Strategy For A 2.0 World. This document focuses on cultural tension strategy and grassroots marketing as tools of implementation in a new media world shaped by consumer activism. It shows a systematic way to embed culture in the strategic process and demonstrates its financial value.
Cultural tension strategy nigel rahimpour
Cultural tension strategy nigel rahimpour
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Julian Cole, Head of Communications Planning at BBH, gave this presentation at "Ambidexterity 2," the VCU Brandcenter's Executive Education program for account planning on June 23rd at the VCU Brandcenter in Richmond, VA.
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What is Comms Planning?
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Lovemarks Arjan Kapteijns – CEO Saatchi & Saatchi Saatchi & Saatchi is the Lovemarks company. Arjan looked closely at the question: What makes some brands inspirational, while others struggle? With inspiring case studies he will explain what Lovemarks are and how they deliver beyond their expectations of great performance.
Lovemarks Presentation - Brand Pioneers April 9 2013
Lovemarks Presentation - Brand Pioneers April 9 2013
Panelteam
Brand Strategy
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Iaruna
Project: Create a deck proposing a product & campaign to help Netflix better serve their increasingly social audience. Summary slides are above; full details below. Team: - Norman Tran: Digital Strategy - Gabriella Pizzitola: Account Management - Laetitia de Camas: Account Management Role: - Work with 2 other TBWA\Chiat\Day interns with limited resources and 6 week timeframe to create a new product & campaign for Netflix - Facilitate brainstorming sessions - Project management - Research - Design deck template and product mockups Skills Utilized: Visual Design | Personas | Competitive Analysis | Trend Analysis | Product Development | Campaign Development | Storytelling TBWA\Chiat\Day: TBWA\Chiat\Day is part of TBWA Worldwide. TBWA is one of the top ten US-based agency networks made up of 250+ full service agencies around the world with expertise in all of the disciplines required for the positioning, launching and long-term management of brands. TBWA is a highly awarded agency and our clients include Nissan, Infiniti, Pepsi, Gatorade, Sara Lee, Energizer, Principal Financial Group, Crate & Barrel, and Southwest Airlines.
Netflix Product & Campaign Development
Netflix Product & Campaign Development
Norman Tran
Experiential marketing uses positive, memorable experiences to create valuable emotional bonds between consumers and brands. Emotions profoundly impact the way people think and act; and, in experiential marketing, consumers who experience events that generate goodwill associate those positive feelings with the respective brand. This dynamic results in increased consumer brand awareness and brand loyalty.
Experiential marketing
Experiential marketing
Factory360
done as part of my IMC ppt presentation Pondicherry university
Media fragmentation
Media fragmentation
Syam Prathipati
According to multiple studies, people are media multitasking more than ever before, consuming both TV and digital media simultaneously.
Media Fragmentation and the New Media Multitasker
Media Fragmentation and the New Media Multitasker
Overdrive Interactive
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how brands become icons (intro)
how brands become icons (intro)
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In a time when consumers have been confined to their homes and social contact has been limited, influence has been pulling to the forefront of our increasingly virtual reality. But now that we are beginning the slow transition out of lockdown, how should brands be preparing to future-proof their influence for a post-COVID-19 world?
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Final Assignment for Skillshare Course - Crash Course in Digital Strategy. Tutor: Julian Cole.
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The heinously late, slightly curtailed survey results from the marketing strategy community.
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Branding History and Mind-Share, Emotional, and Viral Branding
Branding History and Mind-Share, Emotional, and Viral Branding
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A Planner's Playbook - Everything I learned about planning at Miami Ad School...
A Planner's Playbook - Everything I learned about planning at Miami Ad School...
Sytse Kooistra
This is a fantastic presentation from Marty Neumeier from his book Zag. If you are short of time skip to slides 63 - 68 to see the evolution from marketing to branding. Love it.
Zag brand strategy
Zag brand strategy
johnecooper
This is the second session (Sep 8) of our Free Open Advanced Branding Masterclass at www.mootee.typepad.com. Pls rememebr no books are needed. We will forward additional reading material for all registered participants.
Brand Masterclass Week Two
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While different people will have different approaches to developing and managing brands, we believe there are some fundamental constructs and truths about brand strategy that need to be considered in any brand strategy process. We\'ve developed a short presentation on some of the fundamentals of brand strategy.
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Dean Harris
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Idris Mootee
A New Brand Strategy For A 2.0 World. This document focuses on cultural tension strategy and grassroots marketing as tools of implementation in a new media world shaped by consumer activism. It shows a systematic way to embed culture in the strategic process and demonstrates its financial value.
Cultural tension strategy nigel rahimpour
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Nigel Rahimpour
Julian Cole, Head of Communications Planning at BBH, gave this presentation at "Ambidexterity 2," the VCU Brandcenter's Executive Education program for account planning on June 23rd at the VCU Brandcenter in Richmond, VA.
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Lovemarks Arjan Kapteijns – CEO Saatchi & Saatchi Saatchi & Saatchi is the Lovemarks company. Arjan looked closely at the question: What makes some brands inspirational, while others struggle? With inspiring case studies he will explain what Lovemarks are and how they deliver beyond their expectations of great performance.
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Netflix Product & Campaign Development
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Norman Tran
Experiential marketing uses positive, memorable experiences to create valuable emotional bonds between consumers and brands. Emotions profoundly impact the way people think and act; and, in experiential marketing, consumers who experience events that generate goodwill associate those positive feelings with the respective brand. This dynamic results in increased consumer brand awareness and brand loyalty.
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AppFlood's European GM Chris Hanage explores the mobile advertising SDK fragmentation challenge. While there are plenty of mobile ad networks for mobile advertisers and publishers to choose from, using these ad networks requires integrations with multiple mobile ad networks. Not surprisingly, according to a survey by AppFlood, developers agree that the SDK fragmentation is a problem.
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A marketing plan I constructed on Hertz Car Rental complete with Internal, External, and Customer analysis. Marketing recommendations and action plans were created by me to enhance company profitability and customer market share.
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Value grid
Richard Huntington
Slides from a presentation to the Planning Academy at the Cannes Festival of Creativity 2014 - the narrative for the slides is at http://www.adliterate.com/2014/06/interesting-verus-right-revisited/
Interesting Vs. right
Interesting Vs. right
Richard Huntington
A presentation challenging the myths that surround marketing to mothers. Based on research conducted by Saatchi & Saatchi for Mumsnet
The truth about mums
The truth about mums
Richard Huntington
A presentation on the four building blocks of trust to accompany the post at http://www.adliterate.com/2013/11/trust-every-brand-wants-it-but-few-know-how-to-get-it/
Trust presentation
Trust presentation
Richard Huntington
A short presentation on the role, importance and power of insights and how to find them. The original has loads of ads as examples that I have had to remover from this slideshare
An insight into insights
An insight into insights
Richard Huntington
A talk given to the APG's innovate or die event on behalf of News International
What can news brands learn from commerical brands?
What can news brands learn from commerical brands?
Richard Huntington
Apg how to win richard
Apg how to win richard
Richard Huntington
Slides from a talk I gave at the APG's Noisy Thinking event this November. For the video of the talk please go to www.adliterate.com
No more heroes
No more heroes
Richard Huntington
A presentation given at an Oystercatchers event on Saatchi & Saatchi research into the future of the highstreet.
The future of the highstreet
The future of the highstreet
Richard Huntington
A presentation from the beginning of the year with 3 important cultural trends for Britain and a number of communication trends
2012 The year that won't go quietly
2012 The year that won't go quietly
Richard Huntington
A presentation originally given at a Thinkbox conference on the marketing industry trying to make shit happen a little less often - especially when it comes to Social. Apologies that as per ususal the slides are a presentation and so difficult to decipher.
Shit happens
Shit happens
Richard Huntington
Reflections on a nation from a number of Saatchi & Saatchi studies
Britain in 2012
Britain in 2012
Richard Huntington
Slides from the IPA strategy group modern briefing event. I talked about a modern approach to thinking and talking about audiences
Audiences
Audiences
Richard Huntington
Mehr von Richard Huntington
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Seven deadly sins of planning
Seven deadly sins of planning
Progress oblige
Progress oblige
Stop faking it - Mumstock 2016 keynote
Stop faking it - Mumstock 2016 keynote
Interesting versus right
Interesting versus right
Think like a CSO
Think like a CSO
Empathy is not just for wimps
Empathy is not just for wimps
Motherhood - it's not a job
Motherhood - it's not a job
Value grid
Value grid
Interesting Vs. right
Interesting Vs. right
The truth about mums
The truth about mums
Trust presentation
Trust presentation
An insight into insights
An insight into insights
What can news brands learn from commerical brands?
What can news brands learn from commerical brands?
Apg how to win richard
Apg how to win richard
No more heroes
No more heroes
The future of the highstreet
The future of the highstreet
2012 The year that won't go quietly
2012 The year that won't go quietly
Shit happens
Shit happens
Britain in 2012
Britain in 2012
Audiences
Audiences
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