Modern Brand Building Stop Campaigning and Start Committing
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The document discusses modern brand building and the evolution from campaigning to committing. It argues that brands should stop changing their message for short-term gains and instead build their brand on core principles that remain consistent over time. This committing approach leads to brand loyalty while campaigning does not. The document provides suggestions for brands to start committing such as defining what they stand for and creating coherent brand experiences and stories over time.
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Modern Brand Building Stop Campaigning and Start Committing
- 1. MODERN BRAND BUILDING Stop Campaigning. Start Committing. ยฉ2008 Paul Isakson
- 2. Paul Isakson Head of Strategy space150 ยฉ2008 Paul Isakson
- 3. DISCUSSION OUTLINE Brands & Branding Today Evolution of Brand Building Campaigning vs. Committing Thoughts for Moving Forward ยฉ2008 Paul Isakson
- 4. BRANDS & BRANDING HAVENโT REALLY CHANGED TOO MUCH. ยฉ2008 Paul Isakson
- 5. BRAND = COLLECTIVELY, WHAT PEOPLE SAY, FEEL & THINK ABOUT YOUR PRODUCT, SERVICE OR COMPANY. ยฉ2008 Paul Isakson
- 6. A STRONG BRAND = A COLLECTION OF COHERENT IDEAS AND EXPERIENCES WITH A PRODUCT OR SERVICE OVER TIME. ยฉ2008 Paul Isakson
- 7. A GREAT BRAND IS A GREAT STORY. ยฉ2008 Paul Isakson
- 8. IF WHAT MAKES A GREAT BRAND HASNโT CHANGED ALL THAT MUCH, WHAT HAS? ยฉ2008 Paul Isakson
- 9. Evolution of Brand Building OLD NEW Messages Conversations Static Dynamic Saying Doing Look & Feel Experience Posing Authenticity Simplicity Complexity Touch points Engagements Audience Community About About Transactions Relationships ยฉ2008 Paul Isakson Influenced by the thinking of John Grant, as shown in The Brand Innovation Manifesto
- 10. STOP CAMPAIGNING. START COMMITTING. ยฉ2008 Paul Isakson
- 12. CAMPAIGNING = CHANGING YOUR CORE BRAND MESSAGE TO FIT WHAT YOU THINK PEOPLE NEED OR WANT TO HEAR TODAY SO THAT THEY BUY YOUR PRODUCT OR SERVICE. ยฉ2008 Paul Isakson
- 13. CAMPAIGNING = MARKETING FOR SHORT TERM GAINS ยฉ2008 Paul Isakson
- 14. POLITICIANS CAMPAIGN ยฉ2008 Paul Isakson
- 16. CAMPAIGNING LEADS TO A CONSTANTLY CHANGING STORY. ยฉ2008 Paul Isakson
- 17. PEOPLE ARENโT SURE WHAT TO THINK OF YOU. ยฉ2008 Paul Isakson
- 18. YOU DONโT REALLY HAVE A BRAND. ยฉ2008 Paul Isakson
- 19. YOU HAVE A PRODUCT OR SERVICE WITH SOME POTENTIALLY INTERESTING MARKETING. ยฉ2008 Paul Isakson
- 20. NO LOYALTY ยฉ2008 Paul Isakson
- 21. STOP CAMPAIGNING ยฉ2008 Paul Isakson
- 23. COMMITTING = BUILDING YOUR BRAND ON CORE PRINCIPLES THAT NEVER CHANGE. ยฉ2008 Paul Isakson
- 24. COMMITTING = MARKETING FOR LONG TERM GROWTH ยฉ2008 Paul Isakson
- 25. COCA-COLA MAKES YOU HAPPY HAPPINESS FACTORY HILLTOP (TEACH THE ROCKWELL WORLD TO SING) POLAR BEARS GRAND THEFT AUTO HAVE A BOTTLE COKE (SHAPE) AND A HOLIDAYS SMILE MEAN JOE REFRESHMENT GREENE SECRET FORMULA ยฉ2008 Paul Isakson Brand Molecule: The Brand Innovation Manifesto by John Grant
- 26. NIKE HELPS YOU BE VICTORIOUS RONALDINHO VIDEO NIKE PLAYGROUND RUNNING CLUBS LEBRON NIKE TOWN TIGER WOODS DON IMUS THANK YOU REVOLUTION TV SPOT BO LETTER KNOWS NIKE+ THE HUMAN RACE JUST DO IT AIR JORDAN THE SWOOSH ยฉ2008 Paul Isakson Brand Molecule: The Brand Innovation Manifesto by John Grant
- 27. COMMITTING = CREATING AN EVOLVING COLLECTION OF COHERENT BRAND IDEAS AND EXPERIENCES OVER TIME ยฉ2008 Paul Isakson
- 28. COMMITMENTS CREATE ยฉ2008 Paul Isakson BRAND LOYALISTS
- 29. START COMMITTING ยฉ2008 Paul Isakson
- 30. HOW DO WE START? ยฉ2008 Paul Isakson
- 31. A FEW THOUGHTS ยฉ2008 Paul Isakson
- 32. IF YOU DONโT DEFINE YOUR BRAND, SOMEONE ELSE WILL. ยฉ2008 Paul Isakson
- 33. DEFINE WHO YOU ARE & WHAT YOU STAND FOR. COMMIT TO IT. ยฉ2008 Paul Isakson
- 34. WHAT GOES INTO THE CLOUD, STAYS IN THE CLOUD. ยฉ2008 Paul Isakson
- 35. THE PRODUCT REALLY IS THE MARKETING. MAKE BETTER PRODUCTS FIRST. ยฉ2008 Paul Isakson
- 36. START LOOKING AT YOUR MARKETING AS A PROGRESSIVE STORY INSTEAD OF AS QUARTERLY CAMPAIGNS. ยฉ2008 Paul Isakson
- 37. STOP PUTTING THE EXACT SAME STORY EVERYWHERE. PEOPLE LIKE STORIES WITH DEPTH AND COMPLEXITY. ยฉ2008 Paul Isakson
- 38. FORGET ABOUT CONTROLLING THE MESSAGE. ยฉ2008 Paul Isakson
- 39. FANS ARE GOING TO CREATE CONTENT FOR YOUR BRAND. ยฉ2008 Paul Isakson
- 40. PLAN FOR CONTENT YOU DONโT CREATE RONALDINHO VIDEO NIKE PLAYGROUND RUNNING CLUBS NIKE TOWN DON IMUS THANK YOU REVOLUTION TV SPOT BO LETTER KNOWS NIKE+ THE HUMAN RACE JUST DO IT AIR JORDAN THE SWOOSH ยฉ2008 Paul Isakson
- 41. THE WAY AND SPEED WITH WHICH PEOPLE DISCOVER, PROCESS AND SHARE INFORMATION HAS CHANGED DRAMATICALLY. ยฉ2008 Paul Isakson
- 42. CREATE ROOM FOR AGILITY, FLEXIBILITY & ITERATION. ยฉ2008 Paul Isakson
- 43. MAKE A COMMITMENT TO CREATING BETTER BRANDS. ยฉ2008 Paul Isakson
- 44. THANK YOU ยฉ2008 Paul Isakson
- 45. To keep the conversation going โฆ Paul Isakson Head of Strategy space150 Email / paul.isakson@gmail.com Twitter / @paulisakson Blog / paulisakson.com/
- 46. CREDITS & SOURCES Don't believe the Devil, iPhone don't beLIEve his book e-Learning content authoring Celeste Google Loves The iPhone Flickr "Quality Education - Not Politics" Photo 18 (Nike Tattoo) hober Justin Hiltz Flickr Flickr I hate politics MAD MEN Wallpaper jvumn Web Site AMC Flickr AMC.com Dueling Bandwagons King Cloud Eric Kilby akakumo Flickr Flickr Brand Molecule Models Mac vs. PC John Grant Apple The Brand Innovation Manifesto Apple.com
- 47. INSPIRATION & INFLUENCES John Grant, The Brand Innovation Manifesto Adrian Ho, Zeus Jones Dion Hughes, Persuasion Arts & Sciences Aki Spicer, Fallon Marcus Fischer, space150 Heidi Keel, space150