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Take a Walk on the Dark Side: Branding for Startups & Sith Lords (Mumbai, Nov 2014)

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slides from my talk on branding for startups @ #INK2014 (Mumbai, Nov 2014)

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Take a Walk on the Dark Side: Branding for Startups & Sith Lords (Mumbai, Nov 2014)

  1. Take A Walk On The Dark Side Branding for Startups & Sith Lords @DaveMcClure @500Startups #INK2014 Mumbai, Nov 2014
  2. WARNING: REALLY. BAD. COLORS. AND. FONTS. COMIC SANS!
  3. WARNING!!! this deck is guaranteed to offend, provide tragically incorrect advice, and perhaps get you arrested. deal with it.
  4. [This Talk] • WTF is a BRAND? • Be Different. • Stand 4 SOMEthing. • Tap Into Humanity: Fear, SEX, Power! ! • Be a Hero, or a VILLAIN. • Don’t say 1000 words. • When It Works, Double Down. • Be Yourself.
  5. Read Geoffrey Miller. Sex + Evolution + Consumer Marketing = Awesome
  6. More Great Shit to Read. Psychology + Comics
  7. [Start(up) + Heart]
  8. NEGATIVE Emotion Examples Fear, Anger, Sadness, Pain, Pathetic, Pariah
  9. POSITIVE Emotion Examples Humor, Sex, Power, Daredevils, Babies & Kittens
  10. Marketing & BRANDing • Tell a STORY, Build a Storytelling Culture • SINGLE element: Color, Animal, Number, Word • UNIQUE Position relative to Competition • Embrace NEGATIVE/Shameful Positioning (when necessary) • Know When to Get Back to PRODUCT
  11. What is BRAND? Brand (def): a name, term, design, symbol that identifies one seller's good or service as distinct from those of other sellers. ! • Branding began as way to tell one person's cattle from another by a hot iron stamp. • Branding is usually full of PAIN.
  12. Q: Who FEELS Your Brand? • Customers • Partners • Investors • Employees • Press
  13. Be Different Take Risk.
  14. Be Different. • Take Risk Early. (U Have Nothing 2 Lose). • Playing it Safe = Death. • Pissing People Off is OK. (in fact, #WINNING) ! • U Can’t Build Brand around INDIFFERENCE. • “Niche 2 WIN” (see blog post) • Love *or* Hate are OK… Both = Good Signal.
  15. Stand 4 SOMEthing. (or stand 4 NO-thing) CHANGE. PEACE. POWER. SEX. SEXIST?
  16. Ronda Rousey FIGHT. Undefeated #1 UFC Mixed Martial Arts Female Champion
  17. Stand 4 SOME-thing, or Stand 4 NO-thing. • Be ICONIC. • SINGLE word or emotion. • Don’t be afraid 2b HATED. • Don’t be afraid 2b SHAMED. • Aim for the Moon! [but land on the Roof]
  18. Tap Into [your] Humanity Fear, Sex, Power
  19. Tap Into Humanity • Fear: What u run from • Sex: Who we love, lust 4 • Power: Ability 2 Control Ur World • Family: Find Ur Tribe. • Anger: Fight 4 Ur Right [2 Party]
  20. Be a Hero! or, Be a Villain (pro tip: Villians have a lot more fun :)
  21. Be a Hero… or a Villain • Who do u LOVE, Admire, Want 2 B? • Who do u HATE, Despise, [secretly] jealous? • Whatever u are ATTRACTED to… • Just Don’t Be BORING. • Again: Indifference = Death.
  22. Don’t Say 1000 words. [just use 1 Finger]
  23. Don’t Say 1000 words. • 1 awesome picture. • 3 powerful words, or a few sentences. • 30 sec meaningful music or video. • Less is more. ! note: these slides are not less.
  24. If/When It Works Double Down.
  25. When It Works, Double Down. • If someone LOVES u, it’s working. • If someone HATES u, it’s working. • Once u get signal, try iteration, repetition. • Once u get repetition, try variation. • Good artists COPY; great artists STEAL (from themSELVES!)
  26. Be Your SELF. (But Be Ur SUPER Self)
  27. Always Be Your [SUPER] Self • Start from the Heart. • Be YOUrself. Be Authentic. Be Comfortable. • But: the MOST AWESOME, PASSIONATE u. • Find a feeling or emotion u can sustain • [sometimes even weakness can be ok]
  28. Are U Ready? GO 4 IT!

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